超六成港商认为内地是最具潜力的电商市场，而内地消费者对香港品牌的天然信任，显示了其中庞大的 市场机遇。8月7日，香港贸易发展局对外发布《港商深耕内地电商零售市场——消费者调查报告》。 据悉，在整个8月期间，李佳琦、林依轮、胡可等头部主播将在电商平台，为逾80个港商品牌主持超过 35场直播推广，其中有近20场溯源直播，将由主播直接在香港进行直播带货。 港商发掘网红带货效力："网红来探店后有几个视频浏览量爆了" "我做花胶产品近30年了。"君政国际有限公司创办人兼董事长卢少卿告诉记者，去年通过香港好物节接 触电商后，通过好物节企业营销额提高了10%，并发现了网红带货效力，"网红来探店后，有几个视频 浏览量爆了，带来了内地客流。"他表示，今年会在香港好物节期间邀请网红、主播来探店，为其花胶 等产品带货。 "我经常网购，对于忙碌人群来说，网购很便利，也有很多优惠。"香港艺人高海宁出席发布会并表示， 在内地直播带货的经历，让她了解到内地电商平台发展非常成熟，她主张试品后再推荐。同时，她认为 香港好物节是一个好的平台，简化了运作环节，让香港商家能更直接也更深入地了解直播电商的生态和 玩法，进入内地市场。 刘会平表示，内地 ...

Core Insights - The extended 618 shopping festival failed to ignite consumer enthusiasm, leading to a quieter event than in previous years [3] - Consumers expressed frustration over price manipulation tactics, such as raising prices before discounts and complicated promotional rules [3][4] - The traditional promotional model is under pressure, prompting some merchants to adopt alternative strategies to survive [4][5] Group 1: Traditional Promotions and Consumer Sentiment - The 618 event lasted 37 days, spanning multiple holidays, but did not effectively engage consumers [2] - Many consumers reported negative experiences, including inflated prices and complicated discount structures [3][4] - Despite efforts to simplify rules, the core issues of price wars and low profit margins for small businesses remain [4][5] Group 2: Alternative Strategies by Merchants - Some merchants, like "奶思加nice家居," opted to pause participation in traditional promotions to avoid losses from price wars [4][5] - The rising cost of advertising and the need for competitive pricing create a challenging environment for small businesses [4][5] - Merchants are exploring new avenues, such as the "友好市集" on Xiaohongshu, which emphasizes quality and trust over aggressive discounting [6][12] Group 3: The "友好市集" Initiative - The "友好市集" aims to create a more trustworthy shopping environment by setting high standards for participating merchants [6][8] - This initiative has shown promising results for some merchants, leading to increased sales and reduced return rates [11][25] - The platform's focus on community-driven commerce aligns with consumer preferences for quality and genuine engagement [40][41] Group 4: Future Implications for E-commerce - The success of the "友好市集" could signal a shift in e-commerce dynamics, moving away from price-centric competition to value-driven transactions [37][40] - The initiative's design encourages a more natural integration of shopping into community interactions, appealing to value-sensitive consumers [40][41] - Ongoing adjustments to the program, such as coupon reductions, will be critical in assessing its long-term viability [39][41]