Core Insights - The 618 shopping festival has shifted from a price war to a focus on ecosystem competition among e-commerce platforms, emphasizing supply chain optimization and user experience enhancement [2][3][11] Promotional Strategies - Major platforms like Tmall, JD, and Douyin launched the 618 promotions earlier than last year, with new strategies such as Tmall's "one item discount" and JD's combination of national subsidies and delivery discounts [2][3] - The promotional tactics have evolved, with platforms moving away from aggressive price competition to enhancing overall service quality and ecosystem collaboration [2][10] Consumer Behavior - Consumers have shown signs of fatigue from continuous promotions, leading to a decline in the urgency to purchase during the 618 festival, despite it being perceived as the cheapest year [3][7] - The shopping experience has been negatively impacted by high return rates and quality issues, prompting platforms to reconsider their pricing strategies [7][8] Sales Performance - Last year's 618 saw a decline in sales, with a total of 742.8 billion yuan, marking a nearly 7% drop year-on-year, the first negative growth since the festival's inception [7] - In contrast, the sales during the subsequent Double 11 festival rebounded significantly, reaching 1.4418 trillion yuan, a 26.6% increase from the previous year [8] Ecosystem Collaboration - Platforms are increasingly forming strategic partnerships to enhance their competitive edge, such as Tmall's collaboration with Xiaohongshu and JD's partnership with Bilibili [11][12] - The industry is transitioning towards a "co-opetition" model, where platforms collaborate to enhance user engagement and drive sales [13][15] Marketing and User Engagement - The rise of content-driven marketing is reshaping consumer decision-making, with platforms leveraging influencers and content creators to build trust and loyalty [13][14] - E-commerce platforms are focusing on improving operational efficiency and marketing effectiveness to better serve merchants and consumers [16][17] Future Outlook - The competition in the e-commerce sector is expected to evolve from mere GMV comparisons to a more nuanced evaluation of ecosystem capabilities and resource integration [16][18] - Platforms are prioritizing long-term sustainability and ecosystem health over short-term gains, indicating a strategic shift in the industry [18]