Core Insights - The recent 618 shopping festival demonstrated a significant shift in the e-commerce industry towards valuing genuine growth and long-term value, moving away from the previous focus on low prices and refund culture [2][4][22] - Taobao and Tmall reported that 453 brands achieved over 100 million yuan in sales during the event, marking a 24% year-on-year increase, with major brands like Apple, Xiaomi, and Nike leading the sales [2][5] - The introduction of various "supporting excellence" policies aims to help quality original merchants grow, emphasizing the importance of real transactions and customer satisfaction [3][6][10] Group 1: Changes in E-commerce Strategy - The focus on genuine transactions and support for quality merchants represents a major change from previous years, with real transaction growth being a key performance indicator [4][22] - Taobao has implemented a new "real experience score" system to provide a more accurate reflection of consumer experience, reducing the impact of fraudulent practices like fake reviews and refunds [7][9] - The platform has restructured its store system to enhance user experience and streamline operations for different types of merchants [7][8] Group 2: Membership and Customer Engagement - The emphasis on merchant membership programs has increased, with over 10,000 top brands collaborating to offer shopping incentives to members, enhancing customer loyalty [10][11] - New promotional strategies, such as shopping cash rewards, are being utilized to encourage repeat purchases and strengthen the relationship between merchants and their customers [10][11] Group 3: Cross-Channel Customer Acquisition - The integration of external platforms like WeChat, Xiaohongshu, and Douyin for customer acquisition is a significant advantage for merchants, allowing for streamlined marketing efforts [12][13] - During the 618 event, the platform invested 3 billion yuan in subsidies to support merchants, enhancing their ability to attract customers through various channels [12][13] Group 4: Improving Business Environment - The e-commerce industry is moving towards a healthier business environment by addressing issues like refund abuse and fraudulent practices, which have plagued the sector in recent years [19][20] - Taobao has introduced measures to combat malicious refund requests and improve the integrity of transactions, thereby fostering a more trustworthy marketplace [20][21] - Continuous efforts to optimize the business environment are essential for allowing quality merchants to thrive and connect effectively with consumers [22][23]

5月28日，天猫618第二波狂欢即将开启。今年，淘宝天猫不仅为商家提供了小红书种草链路打通、30亿 阿里妈妈红包补贴、2500亿"极速回款"额度等促增长举措，还将AIGX技术体系进一步融入电商经营全 链路，用AI助力商家经营提效。 据了解，淘宝天猫AIGX技术体系已经在其众多业务中实现落地价值，AIGI(索引)、AIGR(推荐)让好的 商品更高效地触达消费者、满足消费者购物意图，AIGB(出价)、AIGA(拍卖)、AIGC(创意)、AIGD(数 二、基于AIGB-R1升级"货品全站推"，ROI交付率提升10% 营销投放是商家在大促实现增长的关键手段，也是目前电商AI应用最深入的场景。 5月，阿里妈妈依托于自研广告大模型LMA2及AIGB-R1出价模型，将"全站推广"全面升级为"货品全站 推"，可通过AI智能筛选并预测未来有GMV增长空间的商品，按照优质新品、潜力品和机会爆品进行选 品打标并提供差异化增长方案，从而有效提升商品的投放转化率。 数据显示，截至天猫618第一波大促现货开卖首日，阿里妈妈货品全站推助超140万商家生意增长，ROI 交付率提升10%。其中，海尔核心爆品成交提升2.7倍、SK2核心单品净成 ...

文/庄帅 每年的618大促，都是电商平台在技术、运营、营销、供应链、多业态协同的综合能力和生态体系的比拼。 根据「庄帅零售电商频道」观察，今年618在昨天已经打响，其中，天猫618的第一波抢先购于5月13日晚8点开启预售，尾款支付及现货抢购时间为5月16 日晚8点至5月26日晚12点。 同时，平台也在积极做减法，从跨店满减变为立减（活动商品"官方立减15%起"，最高可立减50%），包括最低价校验和"售罄加购"等的亮点功能也是着 力于优化消费者购物体验，规避部分商家先涨价后促销、心怡的商品太快售磬等购物痛点。 据「庄帅零售电商频道」了解，今年的天猫618为了更好的支持商家抢跑，在平台流量、商家补贴全部重磅加码： 不仅宣布将投入20亿加码补贴淘宝直播，淘宝天猫还与小红书宣布签订战略合作启动"红猫计划"，加大对品牌商家的种草投入，实现从小红书种草到淘宝 天猫购买的全链路打通。 阿里妈妈早在4月就发布618三大红利，其中就包括30亿的红包等多重激励。 其实看近几年的大促，抢跑的心智已经逐渐形成，尤其是大促的首波段，无论是流量效应还是平台扶持力度都是最为可观的。 因此，对于商家来说，积极抢先入局，加大在第一波抢先购阶段 ...