The annual 618 large-scale promotional event kicked off. On May 23rd, both JD.com and Vipshop launched pre-sales for the 2023 618. On May 26th, the pre-sale of Taobao Tmall 618 will also begin. This year's 618 promotion has been a bit "rolling", and direct price reduction has become a favored strategy for e-commerce platforms. Industry insiders say that e-commerce platforms are increasing investment and providing comprehensive support for this year's 618 promotion, which is expected to become one of the important engines driving consumer growth in the second quarter. E-commerce platforms have increased investment. "This year, on 618, JD focuses on being more, faster, better, and more economical, creating the simplest, most affordable, and most worry free consumer experience for consumers." JD Retail CEO Xin Lijun introduced at the 618 launch conference that this year, JD 618 will carry out comprehensive upgrades around products, prices, and services. According to reports, the subsidy intensity for JD 618 this year is much higher than before. At the same time, on the basis of a direct decrease in product prices, consumers have the opportunity to receive three "discount coupons of 20 yuan for over 200 yuan" every day, and all products except special products can be used throughout the venue. In addition, JD has launched a special "Everyone Find Fault" activity. If users find that the price of products that enjoy JD's 10 billion yuan subsidy is higher than the same product on other platforms, they can receive double the price difference compensation after submitting a compensation application and confirming it in the backend. The Vipshop 618 event will start pre-sale on the same day. According to the relevant person in charge of Vipshop, on June 18th this year, Vipshop will adopt a discount method of reducing items without the need to make up the order. In addition, the Crazy Seconds section has been launched, and 500 popular products will be discounted by an additional 20% off the lowest price in 60 days, with some products even dropping to 50% off. In addition, Taobao Tmall will launch 618 pre-sales on May 26th. Taobao Tmall stated that it will add a new Juhuasuan direct drop session for the first time. Meanwhile, in order to facilitate consumer price comparison, Taobao has recently launched the "Good Prices" channel, which displays the current "latest low-priced products within Taobao" in real-time. The Tiktok e-commerce team previously said that this Tiktok e-commerce 618 will be divided into two stages: the impounding period (May 25 to May 30) and the official period (May 31 to June 18). Tiktok e-commerce will adopt the method of full reduction of cross store and deposit pre-sale of over 150 yuan minus 25 yuan. Seizing the opportunity of consumer recovery, Founder Securities stated that by reviewing the rules of the 2023 618 activity, it can be seen that various e-commerce platforms have provided greater and more comprehensive support. 618 promotional activities are expected to become one of the important engines driving consumer growth in the second quarter. On the evening of May 23rd, Vipshop released its first quarter financial report for 2023. In the first quarter, Vipshop achieved a net revenue of 27.5 billion yuan, a year-on-year increase of 9.1%; Non GAAP (Non GAAP) net profit was 2.1 billion yuan, a year-on-year increase of 45.8%; The number of active users was 43.8 million, a year-on-year increase of 4%. Vipshop predicts that the company's net revenue in the second quarter will be between 27 billion yuan and 28.2 billion yuan, with a year-on-year growth rate of 10% -15%. Alibaba's previous financial reports showed that in March this year, the growth of total online physical Gross merchandise volume of Taobao Tmall (excluding unpaid orders) turned positive, with strong growth in clothing and health care products. The person in charge of Taobao Tmall stated that in March and April of this year