The annual "618" Mid Year Promotion Campaign is currently underway. In the past, every time there were large-scale e-commerce promotional activities, people could everywhere see scenes of making efforts to reduce costs and placing orders with passion. Nowadays, various and diverse promotional activities are constantly launched, and e-commerce promotion activities are becoming more regular. Is everyone's purchasing enthusiasm still there? Last week, a survey of 1001 respondents conducted by the Social Survey Center of China Youth Daily (wenjuan. com) showed that in the middle of this year, consumers as a whole showed a trend of rational consumption, with 36.3% of respondents eager to buy, and 58.7% of respondents expressing calm and rational purchase. The purchasing behavior of respondents is more influenced by their own shopping needs, promotional discounts, and the complexity of promotional rules. There are always promotional activities in daily life, and big promotions only buy what is needed. Xin Tingting from Qingdao doesn't have to make up for it. She works in the media, and this year's mid year big promotion has not had the same enthusiasm for participation as before. I feel like everyone has become accustomed to e-commerce promotions. There are always promotional activities and when there is a need, I will buy them. When I catch up with the big promotion, I just think about what needs to be added at home. If there are no special things I want to buy, I won't have to make up for them. Xin Tingting said that she bought some daily necessities that her family lacked this year. Jiang Yihua, who works in tourism services in Shanghai, described her mood for participating in "618" this year with "Suiyuan". "In the past, I would wait for a few months for a large discount event to buy skin care products, mobile phones and other expensive items. Now the price during the event is not much lower than the usual price, and I prefer to buy and use now, not to wait for a big promotion." Liu Yuxiao, a Freelancer in Beijing, is a 3-year-old child. In the first wave of this year's promotion festival, she bought a lot of things. I bought my baby's clothes, sandals, and toys, changed my cooking utensils and oven for the house, and bought some cleaning supplies, "she said. She said that the family has a high demand for food and clothing, and there are still some items to be bought that are waiting for the second wave of promotional activities to begin. Recently, I have been receiving express delivery every day. However, Liu Yuxiao stated that she was very passionate about participating in the promotion before, and would start collecting promotional information and comparing prices many days in advance, so that she could buy 50 to 60 items at once. Now, she is more calm and says, "Buy whatever's cheaper, and if you forget or miss something, buy it temporarily. This year's mid year promotion saw 36.3% of respondents rushing to make a big purchase, while nearly 60% (58.7%) of respondents admitted to being calm and rational in their purchasing behavior. Additionally, 5.0% of respondents stated that they were not interested or involved. Further analysis found that the younger the age, the higher the enthusiasm for participation. Specifically, the post-00s have the highest enthusiasm for participation, with a proportion of 40.4% buying big, followed by the post-90s (39.7%), and the lowest proportion of the post-70s (25.7%). Li Jiangyu, associate professor of the School of Economics and Business Administration of Beijing Normal University and deputy director of the E-commerce Research Center, analyzed that before, the annual e-commerce promotion was "profitable" for consumers, so consumers would choose to buy at this time. In recent years, with the improvement of digitization level