Core Insights - The 2025 "618" shopping festival shows a more open platform and simpler gameplay, with a 9.4% year-on-year growth in GMV across major e-commerce platforms, including Taobao, Tmall, JD, and Pinduoduo [1] - The overall online retail sales in China reached 60,402 billion yuan from January to May, reflecting an 8.5% year-on-year increase, aligning with the positive online transaction trends reported by Analysys [3] - The simplification of gameplay during the 2025 Tmall 618 event has effectively stimulated new consumer spending, leading to record user engagement and transaction growth across various sectors [5] E-commerce Performance - The comprehensive e-commerce market share for Taobao and Tmall reached 62.4%, with a transaction growth rate of 9.2% [1] - The 618 festival's sales approach has shifted from a sales-centric to a consumer-centric perspective, with platforms lowering barriers and improving efficiency [3] - The number of express delivery packages during the 2025 618 period is expected to exceed 20 billion, marking an increase of approximately 3 billion packages compared to the previous year [3] Consumer Engagement - The number of active users and overall engagement on Taobao and Tmall saw significant increases, with double-digit growth in purchasing users during the 618 period [5] - The high-net-worth 88VIP membership surpassed 50 million, indicating a new record in user scale [5] - Brand membership numbers grew by 15% year-on-year, with brand members' average spending reaching 1.93 times the overall industry average [5]