Core Insights - The "618" promotional event has introduced two new features: the simplification of discount methods and the integration of national subsidies, leading to significant consumer interest and engagement [1][2][4] Group 1: New Promotional Methods - The promotional strategies have shifted to simpler and more direct discounts, with platforms eliminating complex discount structures in favor of straightforward price reductions [1][4] - The introduction of national subsidies has allowed certain products to be offered at discounts as low as 50%, enhancing the appeal of the promotions [3][8] - Major brands such as Apple and Xiaomi have seen significant price reductions on their products, with the iPhone 16 Pro being offered at a final price of 5499 yuan after applying various discounts [2][3] Group 2: Consumer Behavior and Trends - There is a notable increase in consumer engagement, with over 20 million products participating in the "618" event, reflecting a strong demand for both high-end and budget-friendly items [3][10] - The trend indicates that consumers are increasingly checking for national subsidies before making purchases, with significant participation from various provinces and cities across China [9][10] - The younger demographic, particularly those born after 2000, is reshaping market demand, showing a preference for high-quality, stylish products that enhance their lifestyle [10] Group 3: Sales Performance - The sales performance during the "618" event has been remarkable, with a 283% increase in total transaction volume for categories like home appliances and digital products compared to last year's "Double 11" event [7] - The national subsidy program has effectively driven sales, with 1.1 trillion yuan in sales attributed to the program and a significant increase in the number of consumers utilizing these subsidies [7][8] - The home appliance sector has experienced continuous double-digit growth, with retail sales in this category increasing by 38.8% in April alone [8] Group 4: Logistics and Service Enhancements - E-commerce platforms are enhancing their logistics services, with initiatives like same-day delivery for products purchased through national subsidy programs [5][6] - The "618" event has seen improvements in the recycling and replacement of old appliances, with comprehensive services offered across various regions [5][6] Group 5: Economic Impact - The "618" event and national subsidies are seen as crucial for stimulating domestic consumption, contributing to a consumption contribution rate of 51.7% in the first quarter of the year [11][12] - Collaborative efforts among government, platforms, and merchants are essential to maximize the potential of shopping festivals in driving economic growth [12]