Core Viewpoint - The 618 shopping festival is evolving, reflecting new consumer behaviors and market trends, with a focus on rational consumption and innovative strategies for both consumers and businesses [2][41]. Group 1: New Trends - Trend 1: "Going Global" - The 618 festival is not just a domestic shopping event anymore; it has become a platform for Chinese products to enter international markets, particularly benefiting from recent tariff adjustments [5][9]. - Trend 2: Simplified Shopping Rules - E-commerce platforms are moving towards more transparent pricing strategies, eliminating complex discount structures in favor of straightforward price reductions [10][14]. - Trend 3: Return of Value Optimization - Consumers are increasingly focused on the overall value of products, considering factors like quality and service rather than just price [15][16]. - Trend 4: Rise of Personalization and Niche Brands - There is a growing demand for customized products and niche brands, particularly among younger consumers who seek unique and personalized shopping experiences [17][18]. - Trend 5: Integration of Content and E-commerce - The seamless connection between content platforms and e-commerce is enhancing the shopping experience, allowing consumers to purchase directly from content they engage with [19][21]. - Trend 6: Acceleration of Instant Retail - Instant retail is becoming mainstream, offering rapid delivery options that meet consumer demands for speed [23][25]. - Trend 7: Shift from Low Price to Quality Service - E-commerce platforms are focusing more on product quality and customer service rather than just competing on price [27]. - Trend 8: "Trade-in for New" Strategy - The "trade-in for new" approach is stimulating consumption in durable goods, supported by government incentives [28][31]. - Trend 9: Explosive Potential in Lower-tier Markets - There is significant growth potential in lower-tier markets, with brands increasingly targeting these areas for expansion [32][34]. - Trend 10: AI Empowering Shopping Experience - AI technology is enhancing the shopping experience through smarter interactions and personalized recommendations [35][39].

Group 1 - Taobao has launched a "desktop version" client for PC devices, featuring an "AI shopping assistant" that offers personalized shopping services based on Qwen3 and DeepSeek [1] - The competition for traffic during the 618 shopping festival has intensified with the entry of new players like Douyin e-commerce and Meituan Flash Purchase, prompting Taobao to focus on the PC segment [4] - The AI PC wave is being driven by major players including Intel, Lenovo, and Microsoft, with a significant increase in AI-related software consumption on PC platforms [5] Group 2 - The global shipment of AI PCs is projected to reach 114 million units by 2025, representing a 165.5% increase from 2024, as the PC becomes a core beneficiary of the AI industrialization wave [5] - The PC is identified as the primary terminal for AI applications due to its superior processing power and ability to handle complex tasks more efficiently than mobile devices [5][12] - 360 Software Manager has become a key player in the PC distribution ecosystem, achieving over 100 million monthly active users and positioning itself as a "super distribution platform" for PC applications [8][10] Group 3 - The PC distribution landscape is evolving, with 360 Software Manager leveraging a "three-ring traffic matrix" to integrate various traffic sources and enhance user acquisition efficiency [10] - The fragmentation of the PC ecosystem has increased the importance of centralized distribution, as developers face challenges in reaching users across diverse platforms [12] - The cost of acquiring users on the PC is significantly lower than on mobile, with PC user acquisition costs being only 53% of mobile costs, making it an attractive market for developers [15][14] Group 4 - 360 Software Manager offers a variety of distribution models, including partnerships and performance-based payment options, allowing developers to efficiently reach their target audiences [17] - The platform has successfully implemented targeted marketing strategies, such as collaborations with Tencent Video, resulting in substantial increases in software exposure and downloads [20] - The rise of AI applications has shifted the focus of software developers towards the PC, as the demand for PC-based AI tools continues to grow [13][14]