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618新玩法:品牌方靠“新品首发”讲故事,清库存成过去式
2 1 Shi Ji Jing Ji Bao Dao· 2025-06-12 23:40
Group 1 - The 618 shopping festival has been extended to 39 days this year, starting from May 13 and ending on June 20, marking the longest duration in history [1] - Consumer behavior has shifted towards more rational and fragmented purchasing, leading platforms to focus on creating a sense of scarcity and value rather than engaging in price wars [1][8] - The introduction of new products has become a key strategy for brands during the 618 festival, with a significant increase in the number of new product launches compared to previous years [2][3] Group 2 - Beauty products have emerged as the main sales drivers during the 618 festival, with notable year-on-year growth in sales across various platforms, including a 24.9% increase on Pinduoduo [3] - Live streaming has become an essential channel for brands to launch new products, with significant sales achieved through influencer-led promotions [4][7] - The perception of 618 is evolving from a sales peak to a brand highlight moment, where companies like H&M utilize the festival for product launches and consumer engagement rather than solely for sales [6] Group 3 - The focus on value over price is becoming more pronounced, with consumers increasingly prioritizing product quality and brand values [8][9] - Brands are recognizing the importance of creating emotional and tangible value for consumers, moving away from aggressive discounting strategies [9][10] - Future strategies for the 618 festival will involve precise operations, content-driven marketing, and ecosystem collaboration to maintain consumer interest and enhance long-term brand competitiveness [10]