证券研究报告|行业研究周报 [Table_Date] 2025 年 05 月 18 日 ► 2025 年 618 大促全面启动，补贴加码激活消费市场 根据中国网电商中国公众号报道，2025 年"618"年中大促于 5 月 13 日正式拉开帷幕，各大电商平台以"规则简化、补贴 加码、体验升级"为核心策略，提前布局抢占市场。天猫、 京东、唯品会等平台率先启动预售，通过直降立减、现货销 售等创新模式吸引消费者，同时强化物流与售后服务，推动 消费市场回暖。根据 5 月 14 日天猫大美妆公布的天猫美妆抢 先购预售 4 小时 TOP20 排行榜来看，国货品牌延续良好的增长 势头，珀莱雅稳居第一，可复美跃升至第三名，薇诺娜、毛 戈平均上榜。建议关注优秀电商品牌的增长势能，相关受益 标的包括巨子生物、珀莱雅、毛戈平、若羽臣、南极电商 等。 投资建议 [Table_Title] 中美日内瓦会谈达成积极共识，618 大促全面 启动 [Table_Title2] 社服零售行业周报 [Table_Summary] ► 中美日内瓦会谈达成积极共识，出口链预期修复 根据央视新闻公众号，当地时间 5 月 12 日上午 9：00，双方 发 ...

Group 1: Company Performance - Alibaba's entertainment segment reported a revenue of 22.267 billion yuan for the fiscal year ending March 31, 2025, representing a 5% year-on-year increase, driven by growth in Alibaba Pictures and Youku [1] - In Q1 2025, Alibaba's entertainment segment achieved a revenue of 5.554 billion yuan, a 12% increase year-on-year, with adjusted EBITA turning profitable at 36 million yuan compared to a loss of 884 million yuan in the same period of 2024, primarily due to Youku's profitability [2] - Youku's profitability is attributed to effective cost control across its entire industry chain, despite the challenges in the long video market [4] Group 2: Industry Challenges - The long video market is facing significant growth pressure, with iQIYI reporting a revenue decline of 14% year-on-year in Q4 2024, and Mango TV also experiencing revenue drops of 3.75% and 12.76% in 2024 and Q1 2025, respectively [3] - Advertising revenue has notably decreased across the industry, with iQIYI's brand advertising revenue shrinking from over 10 billion yuan in 2018 to around 4 billion yuan last year [4] - Despite Youku's recent profitability, the company still faces challenges in sustaining growth within a contracting long video market [5]

Group 1 - Meituan's Keeta is expanding into Brazil, indicating a shift in the outbound strategy of Chinese companies towards global competition and industry division [2] - The drop in tariffs has encouraged companies to confidently enter the U.S. market, with no European e-bike companies willing to forgo this opportunity [3] - Yiwu's small commodity market is adapting well to unprecedented tariff wars due to its strong market adaptability and product advantages [4] Group 2 - Following the reduction of tariffs, U.S. importers and retailers have expressed relief, with companies like Shark Ninja and Basic Fun planning immediate shipments to U.S. ports [9] - Container shipping bookings from China to the U.S. surged nearly 300% after the mutual tariff reductions, with average bookings increasing from 5,709 to 21,530 standard containers [9] - Alibaba International Station launched a U.S. promotional event to capitalize on the tariff reduction, anticipating a surge in Chinese exports over the next 90 days [9] Group 3 - Temu is gradually restoring its previously suspended full-service business in the U.S. [10] - TikTok Shop has officially launched its cross-border store in Japan, supporting direct shipping from China [10] - JD Logistics has opened its first self-operated overseas warehouse in Mexico, enhancing logistics services for a well-known fast fashion e-commerce company [10] Group 4 - The global in-app purchase revenue for short video applications reached nearly $700 million in Q1 2025, a fourfold increase from Q1 2024 [11] - The U.S. remains the highest revenue market for short video applications, contributing 49% of the total revenue in Q1 2025 [11] - Trump announced a $1.2 trillion economic commitment from Qatar, including significant agreements with U.S. companies [11] Group 5 - Waymo is recalling nearly 1,200 autonomous taxis to update software after minor collision incidents [12] - OpenAI has made the GPT-4.1 model available to ChatGPT users, focusing on coding tasks and instruction adherence [12]

Core Insights - Taobao has launched a Russian version in Kazakhstan, allowing local consumers to browse products and prices in Russian and settle payments in local currency [1] - This marks Taobao's first multi-language version aimed at a non-English speaking country [1] - After one week of the Russian version's launch, over 70% of new users' first orders on Taobao Kazakhstan came from Russian-speaking users, with new user order conversion rates increasing by 47% compared to previous figures [1] - In addition to the Russian version, Taobao has introduced "free shipping for orders over 99 yuan" and "local return services" in Kazakhstan [1]