Group 1 - The core point of the article highlights the successful sales performance of Wang Xiaolu during the recent 618 shopping festival, driven by a simplified promotional mechanism that eliminated pre-sales and encouraged direct discounts [1] - Wang Xiaolu achieved a GMV of over 50 million on Douyin during the 618 event, marking a 427% increase compared to the previous year, and ranked in the top 3 for meat snack sales on the platform [1] - The brand experienced a sixfold increase in monthly sales on Douyin as of May 31, and also saw over 170% year-on-year growth on Pinduoduo, with total sales on Kuaishou surpassing the previous year's total in just five months [1] Group 2 - Wang Xiaolu's new product, the red oil tiger skin chicken feet, quickly gained popularity, achieving monthly sales exceeding 10 million on Douyin, becoming the fourth product from the brand to reach this milestone [4] - The brand's marketing strategy involved deep integration with popular dramas such as "Zhe Yao," "Cang Hai Chuan," and "Lin Jiang Xian," effectively using scene marketing to attract viewers and enhance brand visibility [4] - During the 618 event, iQIYI collaborated with brands for a themed live streaming event, featuring the director of "Lin Jiang Xian" and brand executives, which attracted significant online engagement with peak viewership reaching 10,000 [6] Group 3 - The diverse consumer trends are expected to drive varied sales strategies and product demands, with ongoing national subsidies and brand discounts continuing post-618 [9] - The market's desire for novelty will challenge brands like Wang Xiaolu to innovate in both product offerings and marketing strategies in the second half of the year [9]