Core Viewpoint - The article emphasizes the shift in promotional strategies during the 618 shopping festival, focusing on longer promotional periods and direct discounts per item rather than relying on GMV metrics [1][2]. Group 1: Platform Dynamics - The 618 promotional period has been extended to 38 days for JD.com, with Tmall and Douyin also adjusting their promotional timelines to enhance user decision-making [3]. - Major platforms are moving away from traditional cross-store discounts to "official direct discounts," with reductions of at least 15% and some items seeing discounts of up to 50% [3]. - The new single-item discount policy is expected to simplify user purchasing decisions, potentially increasing conversion rates despite a possible decline in overall GMV [3]. Group 2: Corporate Strategies - National subsidies are enhancing discount offerings, with brands like Ecovacs and Roborock providing significant price reductions during the 618 event [4]. - The pricing strategy for new and high-end SKUs has been adjusted, with discounts allowing for competitive pricing around 2000 yuan for flagship products [4]. - The anticipated increase in sales volume during the 618 event is supported by the combination of national subsidies and enhanced brand pricing strategies, although competition remains intense [4]. Group 3: Sales Performance Insights - Initial sales data from the first week of the 2025 618 event indicates a slowdown in overall industry growth compared to earlier months, attributed to the removal of the order bundling discount mechanism [5]. - Despite the potential decline in GMV, the actual conversion rates and return rates may improve, warranting further observation of corporate performance [5].