Core Insights - The recent 618 shopping festival demonstrated a significant shift in the e-commerce industry towards valuing genuine growth and long-term value, moving away from the previous focus on low prices and refund culture [2][4][22] - Taobao and Tmall reported that 453 brands achieved over 100 million yuan in sales during the event, marking a 24% year-on-year increase, with major brands like Apple, Xiaomi, and Nike leading the sales [2][5] - The introduction of various "supporting excellence" policies aims to help quality original merchants grow, emphasizing the importance of real transactions and customer satisfaction [3][6][10] Group 1: Changes in E-commerce Strategy - The focus on genuine transactions and support for quality merchants represents a major change from previous years, with real transaction growth being a key performance indicator [4][22] - Taobao has implemented a new "real experience score" system to provide a more accurate reflection of consumer experience, reducing the impact of fraudulent practices like fake reviews and refunds [7][9] - The platform has restructured its store system to enhance user experience and streamline operations for different types of merchants [7][8] Group 2: Membership and Customer Engagement - The emphasis on merchant membership programs has increased, with over 10,000 top brands collaborating to offer shopping incentives to members, enhancing customer loyalty [10][11] - New promotional strategies, such as shopping cash rewards, are being utilized to encourage repeat purchases and strengthen the relationship between merchants and their customers [10][11] Group 3: Cross-Channel Customer Acquisition - The integration of external platforms like WeChat, Xiaohongshu, and Douyin for customer acquisition is a significant advantage for merchants, allowing for streamlined marketing efforts [12][13] - During the 618 event, the platform invested 3 billion yuan in subsidies to support merchants, enhancing their ability to attract customers through various channels [12][13] Group 4: Improving Business Environment - The e-commerce industry is moving towards a healthier business environment by addressing issues like refund abuse and fraudulent practices, which have plagued the sector in recent years [19][20] - Taobao has introduced measures to combat malicious refund requests and improve the integrity of transactions, thereby fostering a more trustworthy marketplace [20][21] - Continuous efforts to optimize the business environment are essential for allowing quality merchants to thrive and connect effectively with consumers [22][23]