Core Insights - Tmall's 618 event has introduced a new "full reduction" discount model, simplifying the shopping experience for consumers and enhancing the appeal of promotions [2][4][10] - The event has seen significant growth in sales, particularly in home appliances and 3C digital products, with a year-on-year increase of 283% in transactions for categories benefiting from national subsidies [1][9] - The focus on quality and simplicity in promotions reflects a shift in consumer expectations, with brands needing to adapt to these changing demands to remain competitive [2][5][12] Group 1: Promotion Strategy - Tmall's 618 event has implemented a "full reduction" model, allowing for direct discounts rather than complex coupon systems, which has been well-received by consumers [2][4][6] - The event has seen 217 brands achieving over 100 million in sales, indicating strong consumer engagement and spending [1][9] - The introduction of national subsidies has further enhanced discount offerings, with some categories seeing discounts of up to 20% [7][9] Group 2: Consumer Behavior - Consumers are increasingly prioritizing service quality and simplicity over minor price differences, indicating a shift in purchasing criteria [5][12] - The 88VIP membership program has proven effective, with members contributing significantly to sales, highlighting the importance of targeting high-value consumers [6][12][15] - The trend of consumers gravitating towards brands that offer quality and innovation is evident, as seen in the performance of various brands during the event [10][12] Group 3: Market Trends - The overall quality of consumer goods in China has been on the rise, with consumers willing to pay for better quality rather than just lower prices [12][13] - Tmall's strategy includes supporting high-quality brands and innovative products, which is expected to drive long-term growth and consumer loyalty [10][13][15] - The entry of numerous overseas brands into the Chinese market reflects the growing demand for specialized and high-quality products among consumers [11][12]