Core Viewpoint - The 2025 "618" shopping festival saw significant growth in sales across various e-commerce platforms, with a notable increase in consumer engagement and brand performance, driven by promotional activities and government subsidies [3][4][5][6][8]. Group 1: Overall Sales Performance - Comprehensive e-commerce platforms achieved a total sales volume of 855.6 billion yuan during the 2025 "618" event, marking a year-on-year growth of 15.2% compared to the previous year [3]. - Instant retail sales reached 29.6 billion yuan, reflecting an 18.7% increase year-on-year, while community group buying sales declined by 9.1% to 12.6 billion yuan [3]. Group 2: Brand Performance and Consumer Engagement - During the 2025 "618" event, 453 brands on Tmall achieved sales exceeding 100 million yuan, a 24% increase from the previous year, with brands like Apple, Midea, Haier, and Xiaomi surpassing 1 billion yuan in sales [4]. - Tmall's user engagement improved, with a double-digit growth in active users and the number of high-net-worth 88VIP members exceeding 50 million, representing a 15% year-on-year increase [4]. Group 3: Competitive Landscape - JD Group reported over 100% growth in overall order numbers during the 2025 "618" event, with more than 2.2 billion orders placed across its online and offline businesses [5]. - JD's fresh food delivery service surpassed 25 million daily orders, covering 350 cities, while its new store format, Seven Fresh Food Mall, became the first in China to implement 100% live kitchen streaming [5]. Group 4: Promotional Strategies and Market Response - Pinduoduo leveraged multiple promotional strategies, including "billion-dollar support" and "super double subsidies," resulting in significant sales growth across various categories during the 2025 "618" event [6][7]. - The platform's government-subsidized products saw a 177% increase in sales compared to previous periods, indicating a strong market response to subsidy initiatives [7]. Group 5: Instant Retail and Consumer Experience - Instant retail gained traction during the 2025 "618" event, with major players like Meituan, Alibaba, and JD incorporating instant retail into their promotional strategies, leading to over 100 million orders on Meituan [8]. - The simplification of promotional rules and the introduction of large, no-threshold coupons improved consumer experience, contributing to the overall positive performance of the e-commerce sector [8].