Investment Rating - The report maintains a "Buy" rating for JD, Kuaishou, PDD, and Alibaba, while also recommending Meituan due to its significant market share despite profit declines [7][10][9]. Core Insights - The eCommerce landscape in China is experiencing heightened competition, particularly in food delivery and on-demand services, leading to revised earnings estimates for Alibaba and JD, with cuts ranging from -1% to -10% for 2025E-27E [1]. - June online retail goods GMV increased by 5% year-over-year, showing a moderation from 8% in May, with overall retail sales growing by 4.8% in June [2][28]. - The report anticipates profit declines across transaction platforms in the second half of 2025, with a potential inflection point for eCommerce share prices expected in the latter half of 2025 [7]. Summary by Sections eCommerce Tracker - Daily order volumes in the food delivery and on-demand retail industry peaked at approximately 250 million on July 12, with Meituan capturing significant market share through discounts [1]. - Alibaba is leveraging synergies between Taobao Instant Commerce and Ele.me, achieving over 80 million daily orders through its fulfillment network [1]. Market Performance - The national online retail goods GMV for June was reported at a 5% increase year-over-year, with a sequential moderation from 8% in May [2]. - The overall retail sales growth in June was 4.8% year-over-year, with notable strength in home appliances at 32% growth [28]. Parcel Volume Growth - The average daily parcel volume in July to date is approximately 531 million, maintaining a year-over-year growth rate of 15% [6][27]. - The report maintains a 2025E industry online GMV growth estimate at 6%, while adjusting the parcel volume growth estimate down to 17% from 19% [6]. Stock Implications - The report highlights a preference for sectors such as games, mobility, and internet verticals over eCommerce due to stronger near-term earnings setups [7]. - JD's market has largely priced in expected profit declines, while PDD is favored for its non-participation in the food delivery battle [9][10].

Core Insights - The 618 shopping festival this year was characterized by a prolonged promotional period, leading to consumer confusion regarding the best times to purchase [1][3] - Major e-commerce platforms like Taobao, JD.com, and Meituan engaged in intense competition, utilizing entertainment marketing strategies to capture user attention [3][28] - The marketing strategies included a mix of long and short video content, with a focus on celebrity endorsements and innovative advertising techniques [5][20] E-commerce Strategies - The 618 event spanned multiple significant dates, including Mother's Day and Children's Day, indicating a strategic approach to maximize consumer engagement [3][28] - Platforms employed a variety of entertainment marketing tactics, such as long video ads, sponsorship of popular shows, and short drama marketing to enhance visibility [6][19] - Taobao and Meituan focused on long video content, while JD.com emphasized customized events and live performances to attract viewers [8][11] Celebrity Marketing - Celebrity endorsements played a crucial role, with platforms leveraging popular figures to enhance user engagement and drive sales [20][22] - JD.com announced multiple celebrity endorsements, aligning different stars with specific product categories to target diverse consumer segments [23][25] - The use of puns and humorous marketing tactics, such as Meituan's "神券大膨" campaign, showcased a creative approach to connect with younger audiences [25][27] Trends and Observations - The marketing landscape for the 618 festival revealed a shift towards more refined and targeted strategies, focusing on both broad appeal and niche markets [31][28] - The integration of various marketing channels, including live events and social media, highlighted the importance of a cohesive strategy to reach consumers effectively [30][32] - Despite innovative marketing efforts, consumer confusion regarding promotional timelines and pricing strategies remained a challenge for e-commerce platforms [35][36]

Investment Rating - The report maintains a positive outlook on the eCommerce sector, with a recommendation for a dual-pronged stock picking approach focusing on domestic policy beneficiaries and defensive games [2][12]. Core Insights - April online retail growth was healthy at +6% year-over-year (yoy), consistent with the first quarter of 2025, despite softer overall retail sales [2][8]. - Anticipation of strong online retail growth in May due to the front-loading of the 618 shopping festival sales, which began mid-May [2][9]. - Positive outlook for the second quarter from eCommerce platforms like Alibaba and JD, with estimated revenue growth of +10% yoy for Alibaba and +14% yoy for JD in June [2][12]. - Resumption of direct air-shipment SKUs on the Temu US platform following the reduction of US trade tariffs on China [2][11]. Summary by Sections Online Retail Performance - April online retail goods GMV grew by +6% yoy, driven by strong performance in the consumption trade-in category [8][33]. - Overall retail sales growth was +5.1% yoy in April, below expectations, with notable growth in appliances at +39% yoy and communication devices at +20% yoy [8][32]. 618 Shopping Festival Insights - Key observations from the 618 shopping festival include extended sales periods, simplified discount structures, and collaboration with content platforms [9][12]. - Major platforms initiated sales earlier than the previous year, indicating a strategic shift to enhance consumer engagement [9]. eCommerce Platform Performance - Both Alibaba and JD reported strong first-quarter results, with Alibaba's CMR and Taobao-Tmall Group EBITA growth exceeding expectations [12][36]. - JD's management lifted its full-year growth targets, indicating confidence in its operational leverage and food delivery initiatives [12][36]. Mobile App Engagement - Total time spent on China's top mobile apps grew by +6% yoy in April, with eCommerce and gaming categories showing positive trends [2][13]. - JD's engagement growth was particularly strong, attributed to its aggressive food delivery initiatives [13][14]. Cross-Border eCommerce Trends - Temu has gradually resumed its full-entrusted direct air shipment model for select SKUs on its US site, following tariff reductions [11][12]. - The report anticipates further shifts in Temu's business model towards local warehouses for US and European markets [11][12].