别怪618没热度 觉醒的消费者不陪你演了

This article outlines the new consumer trends shaping this year's 618 mid-year shopping festival, helping ordinary consumers navigate changes, avoid marketing traps, and shop rationally based on actual needs. Key takeaways are as follows:

1. The appeal of the shopping festival itself has dropped significantly. The old ritual of "chasing the lowest price across the internet" and "staying up late together to grab deals" has long faded. Consumers do not need to be swept up in the hype or buy unneeded goods just to hit spending thresholds for discounts; it makes more sense to shop only for what you actually need.

2. Mainstream consumer attitudes have shifted. The previous focus on cost-performance has been displaced: consumers now prioritize "feeling of worth", and value convenience and time savings more than low prices. They are willing to pay a premium for good design, personal preference, and higher quality.

3. The most in-demand categories this year include home renovation upgrades, small "treat yourself" purchases, graduation season shopping, and automotive aftermarkets. Consumers should stick to their actual needs and avoid placing blind orders following 618 marketing trends.

Drawing on social media sentiment data, this article summarizes the latest shifts in consumer trends to provide clear guidance for brands on marketing, product development and channel strategy. Key insights are as follows:

1. Overall trend shift: The appeal of large promotional festivals has plummeted. Traditional demographic consumer labels have become ineffective, as demand is increasingly fragmented and scenario-specific. Consumer decision-making has shifted from chasing cost-performance to pursuing personalized "worth". Convenience, aesthetic design, and premium quality are growing in importance, leaving room for growth in high-end market positioning.

2. Marketing and channel guidance: Brands need to shift their mindset and run 618 promotions with an everyday-retail approach. The core is to target everyday life scenarios rather than compete on discount depth. Offline traffic is rebounding, so brands should develop offline presence to meet consumer demand for instant gratification.

3. Growth opportunities: Brands should prioritize emerging growth tracks including home renovation upgrades, personal care and beauty self-indulgence spending, automotive aftermarket services, and graduation season scenario-based economy. Instead of focusing only on the mom demographic, brands should capitalize on the trend that household consumption has increasingly shifted toward self-pampering.

Based on the latest social media sentiment data, this article breaks down consumption changes during this 618 shopping festival, and provides sellers with clear guidance on trends, opportunities and risks. Key insights are as follows:

1. Core trend shifts: The old growth model of creating shopping festivals, pouring into subsidies, and running pre-sales has reached its end. Consumers no longer participate in the collective ritual of big promotions, and are becoming increasingly rational with more fragmented demand. Pure price competition can no longer attract customers.

2. Clear opportunity outlook: Sellers can focus on products for home renovation upgrades, small "treat yourself" items such as personal care, beauty and apparel, automotive accessories and maintenance services, and scenario-specific products for graduation, moving and first-job dressing. The trend of infinitely segmented consumer groups leaves enormous growth room for small and medium-sized sellers, who are more likely to stand out with a narrow, deep positioning.

3. Risk warnings: Traditional consumer labels have become ineffective. Marketing focused only on the mom demographic will struggle to reach core buyers. Promotions need to be integrated into everyday social and entertainment scenarios, rather than relying solely on discounts to attract customers.

This article analyzes the latest consumer trends, providing clear direction for factories on product R&D, production layout and transformation. Key takeaways are as follows:

1. Product design and production demand: Consumer demand is now fully fragmented. Consumers no longer accept mass-produced standardized products; they require products tailored to the personalized needs of different scenarios and groups, such as dehumidification functions for the humid southern weather, foldable designs for small apartments, and scratch-resistant fabrics for pet-owning households. At the same time, factories need to prioritize aesthetic design to meet consumer demand for convenience and quality.

2. Untapped business opportunities: Factories can target emerging growth markets including home renovation upgrades, automotive aftermarket, and graduation-season related goods. These markets have more sustained demand and larger space than traditional new home supporting markets, and offer greater growth potential.

3. Insights for digital and e-commerce transformation: Factories need to abandon the old approach of relying on big promotions to move large volumes, and develop product lines aligned with everyday consumption scenarios. They should adapt to the trend of consumption stratification and roll out both mass-market and premium product lines to match consumers' diverse current needs.

This article summarizes the latest developments in the retail promotion industry, providing reference for various retail service providers on industry trends, client pain points and development directions. Key insights are as follows:

1. Industry development trends: The traditional growth model of driving sales via self-created shopping festivals has reached its end. Consumption is increasingly shifting toward scenario-based, community-focused, and rational patterns. The positioning of big promotions has shifted from being brands' main annual sales event to a lifestyle event for consumers, and the core growth logic has shifted from peak promotion volume to daily operations.

2. Core client pain points on the brand side: Brands generally face problems including ineffective traditional consumer labels, declining promotion traffic, diminishing returns from price wars, and a lack of new growth paths. They urgently need service support adapted to new consumption trends.

3. New business directions: Service providers can develop solutions centered on scenario insights for segmented consumer groups, online-offline scenario integration, and daily content seeding operations. These solutions can help brands achieve daily scenario penetration, build user trust, and deliver emotional value, adapting to the new growth logic and opening up new business growth space for service providers.

The consumption trend changes outlined in this article provide clear reference for platforms on promotion operation, merchant recruitment and risk mitigation. Key insights are as follows:

1. Core demand shifts: The demand of both users and merchants for promotion platforms has changed. Users are tired of the long wait for pre-sales, balance payments, and hitting spending thresholds for discounts, and increasingly crave instant gratification. Merchants also no longer rely solely on platform promotions to hit sales targets, so the traditional traffic allocation logic for big promotions no longer fits new trends.

2. Adjustments for operation and merchant recruitment: Platforms can optimize promotion rules to shorten the transaction path and meet consumers' demand for instant purchases. They should open more traffic entry points for offline physical merchants to align with the trend of offline recovery. In addition, platforms can launch dedicated event pages for segmented categories including home renovation, automotive aftermarket and graduation season economy, to attract relevant specialized merchants and enrich platform product offerings.

3. Risk mitigation: Platforms need to recognize that the traditional growth model of relying on subsidies to drive promotion volume is no longer sustainable. They should guide merchants to focus on daily scenario-based operation instead of simply competing on price, and prepare in advance to address the risk of continued decline in promotion engagement.

Based on social media sentiment data from 2024 618 shopping festival (projected through 2026 trends), this article summarizes multiple new developments in China's retail and consumption sector, offering high reference value for industrial and consumer research. Key insights are as follows:

1. New industry developments: The big promotion业态 has undergone fundamental changes. The traditional growth model driven by festival creation and subsidies is coming to an end. Consumption has shifted from promotion-driven to daily scenario-driven, demand has shifted from mass-oriented to fragmented and segmented, and consumer decision-making has shifted from cost-performance pursuit to personalized value judgment.

2. New emerging industry problems: The effectiveness of traditional consumer classification labels based on age and occupation continues to decline, and the efficiency of brands' original marketing reach paths has dropped sharply. The positioning of big promotions has also shifted from an annual sales sprint node to a test of brands' daily operational capabilities.

3. Reference for business model research: Against the backdrop of new consumption trends, a clear new path has emerged for small and medium-sized brands to break through by focusing on narrow and deep positioning in segmented scenarios. The industry's overall growth logic has shifted from promotion peak volume to daily scenario penetration, user trust building, and emotional value creation, providing a new sample for research on retail industry business models.