Core Insights - The report analyzes the operational strategies for small appliances and home goods during the 2025 618 shopping festival, highlighting significant traffic trends and cost management strategies [1][3]. Group 1: Industry Trends - From May 1, traffic for small appliances and home goods showed a significant increase, with multiple peaks during the pre-sale and official sale periods, leading to an average month-on-month increase of 25% [12][24]. - The search costs began to rise from May 1, peaking during the pre-sale period, indicating a need to explore blue ocean keywords and stabilize costs through multi-channel strategies [14][18]. Group 2: Grass-Planting Solutions - The grass-planting strategy emphasizes a category-specific approach, with small appliances focusing on single product recommendations targeting core demographics such as health-conscious consumers and gift-givers [1][25]. - Home goods utilize a matrix grass-planting strategy, matching differentiated consumer groups with specific product categories, leveraging style-oriented content to meet scene demands [1][26]. Group 3: Closed-Loop Business Strategy - The "people reverse funnel model" is proposed, starting with penetrating core category consumers and expanding to high-potential scene consumers, ultimately reaching a broader audience [2][26]. - Advertising strategies combine search and information flow, focusing on brand, category, and strategy keywords, while information flow targets interest-based demographics [2][26]. Group 4: CID Advertising Strategy - Low-ticket products should prioritize search for transactions, while high-ticket items should focus on comprehensive site intelligence investment, optimizing click costs and ROI through tools like "grass-planting direct access" [2][26]. - Case studies show that using precise keywords and high-quality notes can lead to simultaneous growth in GMV and ROI, with one cookware brand achieving a peak GMV of over 100,000 yuan in a single day [2][26]. Group 5: 618 Full-Cycle Strategy - The 618 full-cycle strategy is divided into four phases: water storage period (mid-April), grass-planting period (late April to May 5), explosive period (May 5 to June 18), and post-promotion period (June 19 to 30) [3][8]. - Each phase requires a focus on content infrastructure, audience penetration, conversion efficiency, and reputation maintenance, with dynamic budget allocation and resource combinations to achieve overall growth [3][8].