Core Insights - The 618 shopping festival is evolving with new players like Meituan joining, indicating a need for fresh energy in a market that has become more rational and competitive [1] - Instant retail has transformed from an optional convenience to a baseline expectation for consumers, with major e-commerce platforms increasing investments in this area [2] - AI technology is increasingly integrated into the e-commerce supply chain, enhancing efficiency and enabling new marketing tools for merchants [4][5] - Consumer decision-making is shifting towards a balance of rational cost-benefit analysis and emotional value, indicating a deeper engagement with brands [7] - The "trade-in" policy and the activation of lower-tier markets are driving new growth opportunities for e-commerce platforms [8][10] - The competition landscape is evolving, focusing on customer experience, emotional resonance, and effective management of existing assets [11] Group 1: Instant Retail - Instant retail has become a critical component of consumer experience, with platforms like Meituan and JD.com enhancing their delivery capabilities [2] - Major platforms are launching features like "1-hour delivery" to meet consumer demands for speed and convenience [2] Group 2: AI Integration - AI tools are being deployed across the e-commerce chain, with Alibaba and JD.com offering new AI-driven marketing solutions to help merchants reduce costs and improve efficiency [4][5] - The introduction of AI-generated video content is significantly reducing production costs and time for merchants [5] Group 3: Consumer Behavior - Consumers are increasingly acting as "calculators," seeking maximum value while also being influenced by emotional factors such as brand stories and sustainability [7] - The rise of niche brands that resonate emotionally with consumers indicates a shift in purchasing motivations [7] Group 4: Market Growth Drivers - The "trade-in" policy is being leveraged by platforms to stimulate demand for durable goods, with significant subsidies being offered [8][10] - Lower-tier markets are showing strong purchasing power, prompting brands to refine their strategies to cater to these consumers [10] Group 5: Competitive Landscape - The focus of competition is shifting from price wars to enhancing fulfillment experiences and emotional connections with consumers [11] - Companies must develop sharper consumer insights and more flexible supply chains to thrive in this evolving market [11]

Core Viewpoint - The article emphasizes the need for e-commerce platforms to shift from a competitive model focused on "robbing merchants" to one that prioritizes "nurturing merchants" for a healthier business ecosystem [9][10][26]. Group 1: E-commerce Platform Strategies - The emergence of platforms like DeepSeek has sparked discussions on optimizing the business environment, highlighting the importance of "streamlining administration, combining management, and optimizing services" [1]. - Platforms should adopt a service philosophy of "no interference unless needed, and responsive to requests," which is essential for a healthy commercial ecosystem [14][23]. - JD.com has entered the food delivery market with a "0 commission" strategy, positively impacting quality and worker protection in the industry [1]. Group 2: Retail Industry Challenges - The retail industry has been trapped in low-level competition, where new stores struggle to survive due to high advertising costs and complex platform rules [2]. - The article notes that the e-commerce sector has reached a point where change is necessary, advocating for long-term ecological development rather than short-term fee reductions [3]. Group 3: JD.com's Merchant Support Initiatives - JD.com has seen a significant influx of merchants, with many choosing to focus on the platform due to its support for third-party sellers, including increased resource allocation and professional guidance [4][12]. - The "Spring Dawn Plan" by JD.com aims to simplify the process for new merchants, offering zero-cost store openings and advertising subsidies, thereby reducing operational complexity [11][20]. - The plan has resulted in rapid growth for new merchants, with some achieving sales figures that rival those of established competitors within months [5][10]. Group 4: Long-term Ecosystem Development - The article highlights a consensus in the industry that the competition among e-commerce platforms has shifted from "robbing merchants" to "nurturing merchants" [9][27]. - JD.com's approach includes significant investments in advertising and support for merchants, with plans to allocate at least 1 billion in advertising subsidies [20]. - The focus on service quality and operational support is expected to enhance the overall ecosystem, allowing merchants to thrive without excessive costs [25][27].