The 2025 "618" mid-year shopping festival commenced on May 13th, featuring a significantly extended promotion period compared to previous years, designed to boost demand and bolster consumption recovery. Major e-commerce platforms offered substantial discounts, augmented by government subsidies across a wide range of product categories. Promotional strategies were streamlined, prioritizing direct price cuts to enhance consumer purchasing incentives and shopping experience.

   The deep integration of government subsidies has further amplified China's sustained consumer vitality. Local governments intensified subsidy policies, expanding coverage to diverse product categories to meet evolving consumer needs, thereby supporting market upgrading while maintaining robust demand.

   Amid evolving consumer preferences, the e-commerce industry has entered a new phase of ecological restructuring and sustainable market development. Traditional e-commerce giants like Alibaba and JD.com have deepened collaborations with social media & e-commerce platforms such as Xiaohongshu and Bilibili, leveraging content-driven engagement to drive transaction conversions and reshape overall marketing strategies. Concurrently, China's instant retail market continues to exhibit explosive growth, fueling competition among traditional e-commerce players to expand into omnichannel ecosystems and redefine the retail landscape.