Core Insights - The article highlights the significant changes in the e-commerce landscape during the 618 shopping festival, particularly focusing on Tmall's new approach to reporting gross merchandise volume (GMV) by excluding returns, which reflects a deeper transformation in business models [2][3] E-commerce Trends - Tmall's cancellation of "full reduction" promotions and introduction of "official discounts" has simplified the shopping experience, leading to a 10% year-on-year increase in GMV, marking the fastest growth in three years [3][12] - The shift from promotional efficiency to long-term effectiveness is emphasized, with platforms now focusing on understanding market demands and supporting brand growth rather than just driving sales [5][10] Brand Dynamics - New consumer demands are reshaping brand strategies, with brands needing to adapt quickly to fragmented consumption patterns and rising competition from both new and established players [6][9] - Brands like Perfect Diary have experienced rapid growth followed by declines due to high marketing costs and insufficient brand value, highlighting the challenges in sustaining growth post-initial success [7][9] Platform Strategies - E-commerce platforms are evolving to become value creation spaces rather than just transaction venues, focusing on brand innovation and sustainable growth [10][14] - Tmall's strategies include providing data insights to brands, enabling them to respond to consumer trends effectively, as seen with brands like Mammut and Shuangshan [12][14] Consumer Engagement - The article discusses the importance of understanding consumer behavior and preferences, with Tmall implementing strategies to enhance user engagement and retention, achieving an 88% store retention rate [18] - The dual approach of simplifying consumer purchasing processes while enhancing brand support through targeted marketing and data insights is crucial for fostering long-term relationships between brands and consumers [17][18]