Core Insights - The "WoDian" model in Shanghai stands out in the digital business wave due to its unique green points mechanism, creating a vibrant commercial ecosystem that benefits consumers, merchants, and the platform [1] Points Accumulation - Consumers earn points through consumption, with a typical earning rate of 20% based on the spending amount [6] - Points are not directly used for discounts but enter a value appreciation phase, potentially increasing from 200 points to 1000 points over 36-40 periods, with a maximum appreciation of 5 times [3][5] Points Release Mechanism - Points release is closely tied to platform performance, with an initial bonus pool that triggers point releases upon achieving a 15% growth in performance [5] - The initial release ratio is set at 0.5‰, meaning 200 points would yield 1 coupon initially, with subsequent releases increasing in quantity based on performance [5] Points Utilization - Consumers can use released points to redeem cash vouchers, significantly reducing their actual spending costs and enhancing purchasing power [9] - After using vouchers, consumers can still earn new points based on their spending, creating a continuous cycle of consumption and points accumulation [10] Associated Mechanisms - The platform incentivizes user and merchant referrals by offering 5% of the merchant's discount as a recruitment reward, encouraging business expansion [12] - Merchants benefit from a locking mechanism for users, receiving 5% rewards when those users shop at other merchants on the platform, enhancing merchant participation [14] - The platform employs a regional agency model, allowing multiple agents per city and offering a 15% share of local revenue as dividends, which attracts more investors and boosts market coverage [16] Conclusion - The innovative green points system of the "WoDian" model successfully creates a virtuous commercial ecosystem, providing benefits to consumers and merchants while facilitating rapid platform growth and competitiveness in the digital business landscape [20]

编者按： 从复杂的营销套路回归商业本质，从流量争夺转向价值共生。今年的 618 大促，正在见证一场电 商行业的深刻变革。天猫更在行业不公布大促交易额多年之后，罕见地公布了一个"剔除退款后的" GMV （商品销售总额）增速——高达 10% 。 在这个消费升级、产业转型的关键时期，部分平台企业探索出的兼顾增长质量与人本关怀的发展新 路径，或将为行业转型升级提供范式参考。毕竟，商业的终极意义不在于数字狂欢，而在于价值创 造与需求满足的良性循环。 01 今年618更简单了 今年 618 ，以色列护发品牌 Gotukola 负责人明显感觉到更简单了。 "优惠折扣一目了然，对转化促进明显"。他预计今年品牌在天猫 618 整体成交预期 2700 万，同 比增速达到 268% 。 一度，平台在流量焦虑下用多层级规则制造 "消费紧迫感"，通过满减叠加、限时凑单等设计提升客 单价，使得电商大促变得越发复杂，消费者下单时仿佛在做"数学题"，不仅要绞尽脑汁计算各种优 惠组合，还得在海量商品中艰难拼凑订单金额。 这种复杂的体验让消费者疲惫不堪，而且部分消费者为了凑单购买非必要商品，导致退货率居高不 下，逐渐成为商家和平台的沉重负担，增 ...

Core Viewpoint - Taobao is transforming its strategy to support high-quality merchants, moving away from low-quality competition and focusing on creating a healthier commercial ecosystem [5][17][26] Group 1: Performance and Strategy Changes - During the 618 shopping festival, Taobao reported record user engagement and transaction volume, with 453 brands achieving over 100 million yuan in sales, a 24% year-on-year increase [1] - Taobao has invested 10 billion yuan in subsidies for quality merchants through various promotional strategies, which has been well-received by both merchants and consumers [4][9] - The platform is shifting its focus from GMV (Gross Merchandise Volume) to the quality of transactions and consumer satisfaction, indicating a strategic pivot towards sustainable growth [6][7][21] Group 2: Merchant Support and Ecosystem Development - Taobao's "扶优" (supporting quality) strategy aims to create a fair and competitive environment for quality merchants while eliminating low-quality practices [19][24] - The introduction of the "真实体验分" (real experience score) system aims to provide a more transparent and fair evaluation of merchants, helping quality businesses stand out [11][12][21] - The collaboration with over 10,000 leading brands for member shopping credits demonstrates Taobao's commitment to investing in quality merchants and enhancing consumer experience [8][12][24] Group 3: Technological and Operational Innovations - Taobao is leveraging AI technology to combat fraudulent practices, such as the use of AI-generated fake images, thereby protecting both consumers and quality merchants [15] - The platform's new advertising collaboration with Xiaohongshu (Little Red Book) aims to enhance interconnectivity and provide additional growth opportunities for merchants [13] - By eliminating practices like "only refunds" and targeting malicious behaviors, Taobao is creating a more equitable operating environment for quality merchants [14][26]

出品｜虎嗅商业消费组 作者｜苗正卿 题图｜阿里巴巴 6月19日下午，在阿里巴巴杭州总部，虎嗅见到了天猫总裁家洛，他心情不错，他告诉虎嗅今年618 天猫整体业绩超过了此前预期，剔除退款后GMV同比增长10%，为三年来最高。"对比1-5月社会消 费品零售总额同比增长5%、网上零售同比增长8.5%，天猫10%的增速均已超过"，家洛表示。值得注 意的是，剔除退款后GMV是本次618期间天猫核心目标之一。 "购买用户数是我们另一个关键指标，也实现了双位数增长。"家洛说，这是他进入阿里后最忙碌的一 次618，"遇到任何吐槽、问题、需求，我们要求快速反应，尽快迭代产品，几乎每天都在调产品、 做优化。" 虎嗅了解到，剔除退款后GMV的目标是天猫团队在春节后确定下来的。"从结果来看，天猫回到快速 增长轨迹，玩法创新调整和扶优战略，收到了成效。"家洛认为，和过去支付口径GMV作为考核目标 相比，剔除退款后GMV作为目标挑战很大，"就是要捞干货。"家洛坦承，整个机制、运营模式都发 生了深刻变化。 家洛向虎嗅分析认为，剔除扣款后GMV，反映的是"真实完成交易"的情况，在这个维度上，平台和 商家的目标是一致的。 AI也是这场改变背后的 ...

Core Insights - JD.com has launched a new hotel initiative, including the "JD Hotel PLUS Membership Program" offering up to three years of zero commission for partner hotels and traffic support for newly onboarded hotels until July 30 [1][2] - The initiative aims to leverage JD's extensive customer base of over 800 million consumers and strong supply chain capabilities to enhance hotel operations and efficiency [1][2] Group 1: Company Strategy - The new hotel plan is a response to reduced inventory from major OTA platforms, highlighting the urgency for JD to expand its direct hotel connections [2] - JD's high-end customer base, with over 40 million JD PLUS members, and significant daily active users (1.88 billion) provide a strong foundation for monetizing its OTA services [2][3] Group 2: Financial Implications - The zero-commission policy and associated costs for talent recruitment and potential consumer subsidies may pressure JD's short-term profit margins [3] - The scale of investment in the hotel business is expected to be lower than that of the food delivery sector due to its lower internal priority and strategic value [3] Group 3: Industry Impact - JD's entry into the hotel market is expected to intensify competition in the online travel sector, which had stabilized post-pandemic [4] - The extent of competition will depend on JD's investment budget and execution; a potential price war could negatively impact existing OTA platforms' short-term performance [4]

Core Insights - Tmall's overall performance during the 618 shopping festival exceeded expectations, with a 10% year-on-year growth in GMV after refunds, marking the highest growth in three years [1][12] - The focus on "GMV excluding refunds" reflects a shift towards measuring real transactions, aligning the goals of the platform and merchants [11][12] - The increase in purchasing users was attributed to simplified marketing strategies, particularly the introduction of the "instant discount" model [3][8] Performance Metrics - The 10% growth in GMV after refunds surpassed the expected figures, with a notable decrease in return rates, especially among 88VIP users [12] - The number of purchasing users achieved the highest growth in nearly three years, driven by effective marketing strategies and improved consumer experience [8][12] Strategic Changes - Tmall implemented a simplified marketing approach, including the "instant discount" strategy, which was a significant change aimed at enhancing consumer experience and driving demand [3][5] - The company shifted its evaluation metrics for merchants to a "real experience score" based on AI analysis, moving away from traditional metrics [7][9] AI Integration - AI plays a crucial role in Tmall's strategy, helping merchants with targeted advertising and improving return on investment (ROI) [2][9] - The use of AI extends to generating marketing materials and enhancing user experience through precise customer targeting [9][10] Merchant Support - Tmall has focused on supporting high-quality merchants, particularly those with innovative capabilities, which has led to a significant increase in the number of brands participating in the 618 event [6][8] - The strategy of supporting quality merchants began in December of the previous year and has shown positive results in the latest shopping festival [6][8]

Core Insights - The 618 shopping festival has shifted towards a "reduction revolution," focusing on simplifying rules and emphasizing quality over complex discount structures [1][4][10] - Tmall's new strategy includes a straightforward "official discount" system, with discounts starting at 15% and going up to 50%, which has led to increased consumer satisfaction and sales [4][11] Group 1: Consumer Behavior - Consumers are increasingly avoiding complex discount calculations, with over 70% preferring to use a single platform for shopping, up 5 percentage points from last year [4] - Tmall's 618 event saw 453 brands achieving over 100 million yuan in sales, a 24% increase year-on-year [3] Group 2: Sales Performance - The first phase of Tmall 618 saw significant growth in various categories, with beauty, apparel, and home appliances performing particularly well [3][6] - Notable sales increases were observed in the liquor category, with brands like Jian Nan Chun and Lu Zhou Lao Jiao seeing growth rates of 284% and 433% respectively [9] Group 3: Brand Strategy - Tmall is focusing on supporting high-quality brands rather than spreading resources thinly across all brands, indicating a shift towards a more selective approach [9][10] - The online consumption brand index in China is projected to rise from 59.42 to 63.38 by Q1 2025, reflecting a significant improvement in consumption quality [7] Group 4: Strategic Partnerships - Tmall has entered a strategic partnership with Xiaohongshu to enhance data sharing and improve the consumer journey from product discovery to purchase [13] - This collaboration aims to create a more effective conversion path for merchants by utilizing comprehensive data from both platforms [13]

Core Insights - The "618" shopping festival has seen a significant shift towards longer promotional periods, with platforms like JD.com and Tmall reporting impressive sales figures and consumer engagement [1][2][3] - Guangdong province has emerged as the top region in terms of purchasing power during the event, with Shenzhen leading within the province [2] - The promotion has highlighted a trend towards rational consumer behavior, with a focus on essential goods and high-end products, indicating a shift in consumer spending patterns [3] Group 1: Sales Performance - JD.com reported over 22 billion orders during the "618" event, with a user growth of over 100% year-on-year [1] - Tmall noted that 453 brands achieved over 100 million yuan in sales, marking a 24% increase compared to the previous year [2] - The top three categories with the highest sales growth were digital products, including action cameras, digital cameras, and 3D printing devices, with growth rates of 380%, 256%, and 248% respectively [2] Group 2: Consumer Trends - The promotional period has extended to 37 days, indicating a shift from concentrated sales events to a more normalized promotional approach [1][3] - There is a noticeable polarization in consumer spending, with basic necessities maintaining steady growth while demand for high-end electronics and luxury goods remains strong [3] - The rise of live streaming and content-driven e-commerce has reshaped the traffic dynamics, with brands leveraging these channels for enhanced visibility and sales [3]

Introduction - The article discusses the 88VIP membership program by Alibaba, highlighting its strategic importance in attracting high-value users through a rewards system that includes various benefits and discounts [1][2]. Membership Benefits - 88VIP members can access numerous annual memberships from Alibaba's ecosystem and partner brands, including video streaming services and food delivery platforms [1]. - Members enjoy shopping discounts, free returns, and daily red envelope rewards, which incentivize frequent purchases [3]. Taobao's User Engagement Metrics - Taobao's "Taoqi Value" is calculated based on user behavior over the past 12 months, with a focus on shopping, interaction, and reputation scores [4]. - The composition of Taoqi Value includes shopping points (55%), interaction points (35%), and reputation points (10%) [4][5]. - Users can earn points through various activities, such as spending money on purchases and engaging with the platform [5]. User Behavior and Spending - Achieving a Taoqi Value of 1000 requires significant spending, with examples showing that users may need to spend between 16,700 to 250,000 yuan depending on the product category [9]. - High-value users, those with a Taoqi Value above 1000, typically spend 2.3 times more than average users, indicating the program's effectiveness in retaining valuable customers [9]. Platform Rules and User Experience - The article highlights the dual nature of the membership program, where users are encouraged to spend and interact, but also face penalties for perceived abuse of the system, such as frequent use of red envelopes [38][42]. - There are inconsistencies in how the rules are applied, leading to confusion and frustration among users who feel unfairly penalized for following the platform's guidelines [46][51]. Conclusion - The 88VIP program exemplifies a complex relationship between the platform and its users, where spending is rewarded but can also lead to restrictions if users are deemed to be exploiting the system [51].

Core Insights - The narrative around Father's Day is evolving from traditional gifts to more interactive and engaging expressions, prompting brands to adapt their marketing strategies to resonate with changing consumer sentiments [1][19] - Douyin Mall launched the "First Father Show-off Competition" from June 8 to 13, aiming to engage users through various father archetypes and interactive content, significantly boosting user participation and sales [1][10] Group 1: Event Overview - The "First Father Show-off Competition" featured categories such as cyber, abstract, ageless, and high-energy dads, attracting participation from celebrities and ordinary users alike [1][3] - The event generated a total GMV increase of 44%, with over 8 billion views on the related hashtag and 220,000 submissions, creating 10 million-level products and 482 hundred-thousand-level products [1][8] Group 2: User Engagement - The competition successfully engaged over 220,000 users, with trending topics dominating Douyin's charts shortly after launch, indicating widespread participation and interest [3][8] - Creative content, such as family photos and animated templates, became a new trend for showcasing paternal love, further enhancing user interaction [6][8] Group 3: Celebrity and Influencer Involvement - The event featured live broadcasts from well-known figures like Jet Li and Hong Jinbao, which not only revived nostalgic memories but also achieved significant viewer engagement and sales records [10][11] - Multiple live streams led to a 15-fold increase in viewing figures, with some broadcasts reaching over 660 million views [11][12] Group 4: Product Offerings and Sales Performance - Douyin Mall offered over 100,000 products tailored to diverse consumer interests, including electronics, health products, and sports gear, driving a new wave of Father's Day consumption [16][18] - Specific products, such as the Lenovo gaming laptop and various alcohol combinations, saw explosive sales growth, with some items experiencing a 712% increase in GMV [16][18] Group 5: Marketing Strategies - The campaign utilized various promotional strategies, including a "Father's Day Hot Sale List" and interactive games, to enhance user engagement and drive sales [18][19] - Douyin Mall's approach to defining supply through emotional insights and content-driven marketing established a new paradigm for holiday consumption [19]