Core Insights - The ongoing Tmall 618 event is shifting towards simpler promotional strategies, moving from "full reduction" to "instant discount" methods, which allows consumers to enjoy discounts without needing to meet minimum purchase requirements [3][4][16] - Brands are diversifying their goals during promotions, focusing on launching new products and enhancing member engagement rather than solely relying on price reductions [4][11] Group 1: New Opportunities in Promotions - The new promotional strategies are creating opportunities for brands that offer genuine discounts and have strong overall capabilities, with major brands like Apple, Midea, and Huawei quickly achieving over 100 million in sales [11][12] - Certain trending categories, such as pet products and toys, are experiencing significant growth, with pet industry sales exceeding last year's first-day totals within just 100 minutes [12][15] - The simplification of promotional methods is expected to reduce return rates and improve the quality of growth during the 618 event [7][16] Group 2: Brand Growth and Platform Requirements - The shift in promotional strategies reflects a change in brand growth logic, requiring platforms to provide an environment that supports multi-dimensional brand development [5][23] - Tmall's 618 event has shown effective encouragement of long-term brand growth, with significant sales increases in categories like home appliances and digital products, with some categories seeing a 283% increase compared to last year's Double 11 [6][11] - The new promotional framework emphasizes true discounts and diverse participation methods, allowing brands to better meet consumer needs and enhance their market presence [16][19] Group 3: E-commerce Platform Strategy - E-commerce platforms are transitioning their competitive focus from price wars to enhancing supply quality and service experience, as evidenced by the changes in Tmall's promotional strategies [18][19] - Tmall's 2025 strategy aims to support brand growth through substantial subsidies and improved product innovation capabilities, reflecting a commitment to long-term brand development [26][27] - The integration of AI technology is aimed at improving transaction efficiency and matching consumers with products, further optimizing the platform for new brand growth [28][29]

作 者丨 郑玮 编 辑丨李博 体验华为产品的、选购大疆无人机的、采购iPh o n e手机壳的，还有拎着购物袋走出盒马鲜生超市的……工作日傍晚9时 许，在深藏于广州老城区腹地的保利时光里购物中心，记者遇到了超过2 0位外国消费者。 这不是一座位于广州核心商圈的购物中心，但新的消费面孔已经开始涌入。和外国消费者同步到来的，是这座"最强省 会"释放的消费新信号。 背靠全市1 8 9 7 . 8万常住人口，广州消费体量长期位居全国2 7个省会城市之首，2 0 2 4年全市社会消费品零售总额达到 11 0 5 5 . 7 7亿元，仅低于重庆、上海、北京3座直辖市。 南方财经全媒体记者注意到，在广州、佛山、肇庆、清远等地持续加深的跨城人口往来带动下，广州都市圈内部的消 费"引力场"逐渐成型。 从百度迁徙平台统计近一个月内的人口流动趋势看，佛山、东莞、深圳3城长居广州人口迁出目的地"前三甲"，其中佛 山一直位居榜首，占广州迁出总人口的比重基本保持在2 0%以上。同期，"广州—佛山" "佛山—肇庆" "广州—清远"等 城市间也形成"强绑定"关系，肇庆两大人口迁入来源地分别为佛山、广州，清远则是广州、佛山。 面对持续变化的消 ...

Group 1: Consumer Market Dynamics - Guangzhou's social retail sales are projected to reach 1,105.577 billion yuan in 2024, ranking it second only to the municipalities of Chongqing, Shanghai, and Beijing among 27 provincial capitals [1][4] - The city has a strong consumer base supported by a permanent population of 18.978 million, leading to a significant consumption capacity [1][4] - The intercity population flow between Guangzhou and neighboring cities like Foshan, Zhaoqing, and Qingyuan is creating a consumption "gravity field" [1][5] Group 2: Policy and Economic Strategies - Guangzhou has included the construction of an international consumption center city in its government work report for five consecutive years, aiming to enhance its consumption upgrade path [2][12] - Recent tax refund and visa exemption policies are expected to boost inbound consumption significantly [2][12] - The city is focusing on creating distinctive consumption IPs, such as the "New Eight Scenic Spots of Yangcheng," to attract more consumers [9][10] Group 3: Cross-City Consumption Trends - Data from Baidu's migration platform indicates that Foshan is the top destination for residents migrating from Guangzhou, consistently accounting for over 20% of the outflow [1][6] - During the May Day holiday, Foshan received 2.7818 million visitors, a 37.82% increase, largely due to the influx of tourists from Guangzhou [6][7] - The daily intercity travel volume between Guangzhou and Foshan reached 1.896 million, indicating a strong connection and mutual influence on consumption [11][12] Group 4: International Consumer Engagement - The recent Guangzhou International Trade Fair saw a 168% year-on-year increase in daily tax refund orders, highlighting the city's growing appeal to international visitors [12][15] - During the May Day holiday, inbound tourism orders surged by 130%, positioning Guangzhou among the top destinations for international travelers [12][15] - The city is enhancing its international consumer environment by optimizing customs procedures and expanding the acceptance of foreign payment methods [12][15]