As the most influential mid year promotion in the e-commerce industry, the 618 Shopping Festival (hereinafter referred to as "618") has become a key battlefield for major e-commerce platforms and brand merchants to compete. Since mid May, mainstream e-commerce platforms have successively launched this year's 618 related warm-up activities. From the information announced by various platforms, this year's 618 promotion has shown many new features: firstly, multiple platforms have cancelled complex discount methods such as full discounts, stacked coupons, and "building", and adopted the form of "instant discounts" to promote transactions; Secondly, with the addition of national subsidies, the large-scale promotion has become even more popular. For example, "Apple 16Pro participates in national subsidy for the first time" recently made it to the hot search on Weibo, and multiple e-commerce platforms announced that the 128GB version of the phone was sold for as low as 5499 yuan, triggering a heated discussion across the internet. Hong Yong, a think tank expert at the China Digital Reality Integration 50 Forum, stated in an interview with reporters that this year, various platforms have abandoned the complex and cumbersome gameplay of stacking, full discounts, threshold style red envelopes, etc., which not only improves the user's consumption experience, but also conforms to the increasingly rational consumption mentality - consumers are increasingly concerned about the quality, cost-effectiveness, and after-sales service of products, and are no longer easily attracted by "complex discount" promotional methods. In addition, with the popularity of content based methods such as live streaming sales and short video seeding, platforms are paying more attention to the synchronous promotion of consumption in multiple scenarios such as influencers and brand self broadcasting, local retail, etc., and the trend of online and offline integration is obvious. Fu Yifu, a special researcher at Su Shang Bank, said in an interview with reporters that the 618 promotion on various platforms this year started to warm up from mid May and lasted for more than a month, possibly due to various considerations. On the one hand, people's consumption tends to be rational, and the promotion cycle is long, which is more conducive to stimulating multi scenario and multi round consumption, and improving repurchase rates; On the other hand, extending the promotion time can alleviate the pressure on the platform and merchants, making them more flexible in stocking and logistics delivery, thereby optimizing the consumer shopping experience. How to use various shopping festivals to stimulate market vitality and unleash consumption potential? Fu Yifu believes that from the perspective of merchants, they should make full use of the 618 shopping festival and further optimize their marketing strategies. For example, in addition to traditional discounts and discounts, they can also launch various forms of promotions such as cashback, gifts, limited edition products, and member exclusive benefits. At the same time, we should innovate consumption scenarios, create characteristic consumption scenarios according to different shopping festival themes or hot topics, such as the "China-Chic Fashion" shopping festival, the "environmental protection theme" shopping festival, and better apply virtual reality (VR), augmented reality (AR) and other technologies to provide consumers with better shopping experience. In addition, it can also improve the quality of various services, such as logistics, after-sales, etc., allowing consumers to consume with more peace of mind and peace of mind. Hong Yong stated that through multi-channel collaboration, diversified scenarios such as online and offline, local living, and community group buying should be organically combined to provide customized products and services for different user groups, meeting multi-level consumption needs. At the same time, in line with the trend of rational, quality, and green consumption, we encourage brand upgrades and product innovation to provide consumers with higher quality, healthier, and more environmentally friendly choices. In Hong Yong's opinion, efficient financial, logistics, and after-sales service guarantees are necessary to enhance the overall consumer experience and shape the reputation and long-term competitiveness of the platform and brand. Only in this way can the shopping festival truly become an important engine for unleashing consumption potential and promoting economic circulation. (New Society)