电子商务是通过互联网等信息网络销售商品或者提供服务的经营活动，是数字经济的重要组成部分。今 年以来，我国电子商务在提振消费惠民生、促进现代产业体系建设、扩大高水平对外开放等方面发挥积 极作用，不断释放商务发展新动能。一起来看。 23.1%、21% =智能产品、网络服务增长亮眼 据商务大数据监测, 今年1至10月 Al眼镜、智能手表等智能穿戴 网零额增长23.1% 网络服务消费增长21% 其中线上购券线下体验的到店餐饮增长25.1% 即时电商便利消费需求，销售额增长24.3% 带动重点监测的 纺织、药品等领域 产业电商交易额增长5.5%、3.4% 9.5%、7.5% 在山东举行"数商兴农"活动 联动山西、甘肃、江西等地 推动电商赋能特色农产品销售 据商务大数据监测，今年1至10月 超400场 惠企对接提升中小企业 数字化转型和柔性制造能力 今年1至10月 主要电商平台开展产业电商 对接超400场 "丝路电商惠全球"36场活动 推动中国大市场成为全球大机遇 "丝路云品"电商月在第八届中国国际进口 博览会期间启动，促进海外优质产品进口 同期举办"非洲好物" "东盟好物" "上合云品""买在金砖"等特色活动 农产品网 ...

Core Viewpoint - JD.com demonstrates strong market leadership during the 618 shopping festival, leveraging its supply chain, logistics, and marketing strategies to achieve significant sales growth across various categories, particularly in consumer electronics and home appliances [1][6][15]. Group 1: Sales Performance - JD.com captures 69% of the digital product sales, 68% of the major appliance sales, and 60% of the small appliance sales among mainstream e-commerce platforms, with all categories showing over 50% year-on-year growth [1][6]. - The outdoor apparel category experiences a remarkable 221% year-on-year growth, while the sportswear category sees a 127% increase, both significantly outpacing the overall industry growth [1][9]. - In personal care and cleaning products, JD.com achieves over 30% year-on-year sales growth, again surpassing the industry average [1][12]. Group 2: Marketing Strategies - JD.com effectively utilizes a 38-day promotional period, launching a series of themed shopping days to engage various consumer segments, enhancing brand visibility and consumer interaction [3][4]. - The company implements targeted marketing strategies, such as the "Fan Day" event, focusing on tech enthusiasts and utilizing auction-style promotions to boost sales in the 3C digital product category [7][8]. Group 3: Policy and Pricing Strategies - National subsidy policies and JD.com's own promotional strategies work in tandem to enhance market competitiveness, particularly in the digital and home appliance sectors [6][8]. - The company offers substantial subsidies on energy-efficient appliances, with discounts reaching up to 20% and additional promotional offers, effectively driving consumer interest and sales [8][9]. Group 4: Expansion into New Categories - JD.com successfully expands into new growth areas, such as outdoor sports and beauty products, demonstrating its ability to adapt and capture emerging market trends [9][12][15]. - The company’s dual strategy of simplifying pricing and incentivizing merchants leads to significant growth in the beauty and personal care categories, with sales growth exceeding 30% [12][15].