淘宝京东618营销 唯爱「浪姐」？

This year's 618 entertainment marketing campaigns on Taobao and JD.com featured overall reduced spending and more deliberate budget allocation. A key highlight was that both major platforms leveraged the hit variety show *Sisters Who Make Waves* for their marketing efforts. Key takeaways are as follows:

1. Compared to last year's lavish, all-out entertainment marketing battle, both platforms cut marketing spending sharply this year. There were very few standout entertainment marketing initiatives across the industry, and the whole sector has shifted its focus toward high-certainty traffic conversion.

2. This year's dominant tactics among the two platforms were: First, they consolidated the celebrity resources owned by participating brands to build a platform-level celebrity matrix, generating buzz without paying for expensive individual endorsements. Second, they capitalized on the widespread popularity of *Sisters Who Make Waves*, partnering with high-profile contestants to drive immediate conversion from celebrity fandoms. Tmall's collaboration with contestant Zeng Peici, for example, generated RMB 20 million in GMV and attracted over 1 million live viewers.

3. Looking ahead: E-commerce entertainment marketing will most likely maintain its low-spending model going forward. Platforms will gradually shift their focus to AI-powered marketing, and the industry is calling for entertainment marketing to return to authenticity and move away from formulaic, over-packaged campaigns.

This article recaps the new shifts in 618 entertainment marketing from leading e-commerce platforms, offering multi-faceted insights for brands planning their marketing strategies. Key takeaways are as follows:

1. Current consumer and marketing trends: Both brands and platforms have abandoned the old "blanket spray" high-spending marketing approach, and now prioritize high-certainty traffic from hit IPs. Consumers respond better to authentic, high-trending content, while formulaic over-packaged marketing delivers increasingly poor results.

2. Proven, actionable marketing tactics to adopt: Brands can partner with platforms to integrate their own celebrity endorsement resources into a platform-level celebrity matrix, amplifying marketing reach without significant additional investment. Even without securing exclusive sponsorship of a top-tier variety show, brands can leverage spillover traffic from viral hit IPs, partnering with popular contestants to drive fandom conversion at low cost with clear conversion outcomes.

3. Strategic direction: Going forward, brands should adjust their entertainment marketing to focus on precise conversion and authentic content. The old model of blindly pouring large budgets into exclusive naming rights and top-tier celebrity endorsements is no longer suited to the current market environment.

The shifts in e-commerce platform entertainment marketing logic during this year's 618 shopping festival bring clear opportunity and risk alerts for sellers. Key takeaways are as follows:

1. Shifts in platform traffic trends: Platforms have overall cut entertainment marketing budgets and are gradually shifting their traffic focus to AI-powered marketing and merchant self-operated live streaming. Sellers can adjust their own marketing budget allocation to increase the share spent on precision marketing and self-operated live stream operations.

2. Accessible low-cost marketing tactics to adopt: Sellers can capitalize on spillover traffic from current viral hit IPs, partnering with breakout show contestants to drive immediate fandom conversion. This model costs less than hiring an A-list celebrity for an exclusive endorsement and delivers more immediate conversion results. Sellers can also partner with platforms to integrate their own celebrity endorsement resources into the platform's overall marketing matrix, amplifying reach without extra costs.

3. Risk warning: Old-fashioned, over-packaged, mass-appeal entertainment marketing no longer resonates with consumers and rarely delivers ideal conversion. Sellers should avoid blindly investing in these types of projects, and prioritize marketing methods with controllable costs and clear conversion outcomes.

The changes in entertainment marketing and traffic logic for this year's e-commerce big promotion bring multiple insights for factories with e-commerce operations. Key takeaways are as follows:

1. Shifts in online marketing logic: E-commerce platforms have now abandoned bubble-bloating, broad-appeal entertainment marketing, and instead prioritize high-certainty precision traffic. Factories building their online brands do not need to blindly pour large budgets into broad-appeal entertainment marketing, and should instead focus on precision targeting of their core audience, prioritizing promotional methods with controllable costs.

2. Business opportunities for new product breakthroughs: Popular contestants from current hit variety shows bring immediate, convertible fandom traffic at a much lower collaboration cost than A-list celebrities. This model is well-suited for promoting new product launches and building new brands, delivering solid breakout results at a low cost.

3. Insights for digital e-commerce transformation: Platforms are now prioritizing AI-powered e-commerce and AI marketing. When advancing digital transformation and e-commerce expansion, factories can explore applications of AI marketing in advance; aligning with platform development trends makes it easier to secure traffic support.

The shifts in entertainment marketing among leading e-commerce platforms during this year's 618 reveals key industry trends, client pain points and strategic directions for the entertainment marketing service sector. Key takeaways are as follows:

1. Industry development trends: Platforms and brand clients are increasingly cautious about entertainment marketing spending, prioritizing low-cost, high-conversion, high-certainty traffic. They no longer accept the bubble model of large-scale spending that prioritizes reach over conversion, and the whole industry is shifting toward cost reduction and efficiency improvement.

2. Core current client pain points: Clients want to maintain sufficient marketing reach and conversion while controlling marketing budgets. The old high-investment model of A-list endorsements and exclusive sponsorship no longer meets client needs, and clients now demand lighter, more precise marketing solutions.

3. Solution directions: Service providers can focus on developing marketing services that integrate existing brand resources and leverage spillover traffic from external popular IPs. At the same time, they should explore new models that combine AI technology with entertainment content, help move entertainment marketing away from formulaic packaging and back to authentic content, to match client demand for precise conversion.

The 618 entertainment marketing practices of Taobao and JD.com this year offer a lot of reference for e-commerce platforms on marketing operations and activity management. Key takeaways are as follows:

1. Core current merchant demand from platforms: Merchants increasingly prioritize cost reduction and efficiency improvement, and expect platform marketing activities to deliver low-cost, high-certainty traffic. They no longer accept rules that force large mandatory marketing investments, so platforms need to align activity planning with merchants' core demand for lower costs.

2. Actionable new operational tactics to adopt: Platforms can consolidate the in-house celebrity endorsement resources of all platform merchants to build a platform-level joint marketing matrix. This approach requires no high endorsement costs from the platform, while bringing more exposure and reach to all participating merchants. Even without securing exclusive sponsorship of a top-tier IP, platforms can capitalize on the IP's spillover popularity to capture a share of traffic dividends, with low investment and clear conversion results.

3. Strategic pitfalls to avoid: Platforms should abandon the old arms-race model of pouring massive budgets to grab traffic, which delivers unpredictable results at very high cost. They should also proactively prioritize new directions such as AI marketing to adapt to the new trend of customized precision traffic in e-commerce.

This recap of 618 entertainment marketing at leading e-commerce platforms this year provides a typical case study for research on shifts in the e-commerce marketing industry. Core findings are as follows:

1. New industry trends: Entertainment marketing for e-commerce big promotions has completed a phased transformation. It has shifted from the old model of an all-out spending arms race between platforms to grab traffic, to a new stage focused on cost reduction, efficiency improvement and high-certainty traffic. Leading platforms have broadly cut entertainment marketing budgets, and are gradually shifting their core development focus to AI-powered e-commerce and AI marketing.

2. Summary of new marketing models: A new low-investment leverage marketing model has emerged: rather than purchasing exclusive sponsorship of a top-tier IP, marketers capitalize on the IP's spillover popularity and partner with popular contestants to access fandom traffic, at a far lower cost than exclusive sponsorship while still delivering solid conversion. A second new model is joint marketing through merchant resource consolidation: platforms integrate existing endorsement resources from merchants to generate collective reach, lowering investment costs for all parties.

3. Industry insights: Formulaic, over-packaged entertainment marketing no longer resonates with consumers. The entire industry needs to drive change, return to authentic content, and abandon deliberate formulaic packaging to adapt to the new demands of consumers and clients.