Core Insights - The "6·18" shopping festival has seen record-breaking performances from platforms like JD.com and Tmall, as well as brands such as Xiaomi and Haier, highlighting the necessity of evolving promotional strategies to maintain competitiveness and consumer engagement [1][2] Group 1: Promotional Strategies - Tmall has simplified its promotional rules by replacing the long-standing "full reduction" with a clearer "official reduction" [2] - Douyin's e-commerce promotions have shifted to "instant discounts" and "direct price cuts," making it easier for consumers to understand offers [2] - JD.com has integrated national subsidies and exclusive platform prices, enhancing consumer decision-making during the festival [2] Group 2: Consumer Behavior - The simplification of rules has led to more rational consumer behavior, allowing for a better shopping experience without the complexity of discount calculations [2] - Influencers like Li Jiaqi and Viya have participated in a more rational manner, focusing on guiding consumers rather than aggressive selling tactics [2] - The rise of digital influencers in live streaming has shifted the focus from traditional celebrity endorsements to more cost-effective digital solutions, resulting in higher transaction volumes and profits [2][3] Group 3: Market Trends - The introduction of state subsidies for trade-in programs has stimulated high-value purchases, evidenced by a surge in sales of smartphones priced between 4,000 to 6,000 yuan and large-screen TVs [3] - The competition in logistics efficiency has transformed the market landscape, with a focus on "instant fulfillment" and "cost control" to meet consumer demands [3] - The evolution of e-commerce promotions indicates a shift towards continuous transformation, suggesting that major shopping events like "6·18" and "Double 11" will not remain static [3]

Core Insights - The core message of the article highlights the increasing scarcity of traffic in the e-commerce sector, prompting platforms to adopt various strategies to attract users and market share [2][10][12]. Group 1: Promotional Strategies - This year's "618" shopping festival started nearly a week earlier than last year, extending over a month, marking it as the longest "618" to date [2][3]. - Major platforms like Taobao have eliminated traditional discount methods, allowing consumers to receive discounts on single-item purchases, with discounts reaching up to 50% [2][4]. - Platforms are shifting from an "absolute low price" strategy to a "quality-price balance," focusing more on quality merchants and consumer experience [2][9]. Group 2: Market Dynamics - The competitive landscape has evolved, with platforms like Douyin and JD.com also enhancing their promotional tactics, including cash subsidies and direct discounts [6][10]. - Last year's "618" saw a decline in sales, with a total of 742.8 billion yuan, marking a nearly 7% drop, the first negative growth since the festival's inception [10][11]. - The shift in strategy reflects a broader understanding that merely competing on price is insufficient to meet diverse consumer needs [11][12]. Group 3: Collaboration and Ecosystem - E-commerce platforms are increasingly collaborating to expand their market reach, with Taobao and Xiaohongshu integrating their services to drive traffic [14][16]. - JD.com is also exploring partnerships, including a collaboration with a well-known supermarket to enhance its supply chain capabilities [16]. - The focus on collaboration rather than internal competition aims to create a more sustainable e-commerce ecosystem, allowing for shared growth and innovation [12][16].