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海量财经 丨618的“减法革命”:一次从价格战场到价值高地的“迁徙”
Sou Hu Cai Jing· 2025-06-20 05:47
Core Insights - The 618 shopping festival has shifted towards a "reduction revolution," focusing on simplifying rules and emphasizing quality over complex discount structures [1][4][10] - Tmall's new strategy includes a straightforward "official discount" system, with discounts starting at 15% and going up to 50%, which has led to increased consumer satisfaction and sales [4][11] Group 1: Consumer Behavior - Consumers are increasingly avoiding complex discount calculations, with over 70% preferring to use a single platform for shopping, up 5 percentage points from last year [4] - Tmall's 618 event saw 453 brands achieving over 100 million yuan in sales, a 24% increase year-on-year [3] Group 2: Sales Performance - The first phase of Tmall 618 saw significant growth in various categories, with beauty, apparel, and home appliances performing particularly well [3][6] - Notable sales increases were observed in the liquor category, with brands like Jian Nan Chun and Lu Zhou Lao Jiao seeing growth rates of 284% and 433% respectively [9] Group 3: Brand Strategy - Tmall is focusing on supporting high-quality brands rather than spreading resources thinly across all brands, indicating a shift towards a more selective approach [9][10] - The online consumption brand index in China is projected to rise from 59.42 to 63.38 by Q1 2025, reflecting a significant improvement in consumption quality [7] Group 4: Strategic Partnerships - Tmall has entered a strategic partnership with Xiaohongshu to enhance data sharing and improve the consumer journey from product discovery to purchase [13] - This collaboration aims to create a more effective conversion path for merchants by utilizing comprehensive data from both platforms [13]