In 2018, the scale of China's shopping guide e-commerce users has exceeded 300 million. The mainstream shopping guide e-commerce platform, especially the price-concession shopping guide e-commerce platform, has a rapid growth in sales performance, and the daily e-commerce APP users are active during the period. User growth rate also reached 11.6%. In terms of urban sales performance, the shopping guide e-commerce platform is more focused on sinking cities during holiday marketing. According to iiMedia Research, first-tier cities accounted for only 26.7% of sales. The development of the shopping guide e-commerce platform in non-first-tier cities is an important driving force for the sales of its “618”.
目前电商零售已经成为中国零售行业的重要推动力。iiMedia Research（艾媒咨询）数据显示，2019年1-5月中国网上零售总额达到3.86万亿元，在社会消费品零售总额中的占比超五分之一。而“618”电商大促的到来，也进一步吸引社会对电商发展的关注。2019年的“618”电商大促，各平台战绩继续创建新高，天猫超过110家品牌成交过亿元；京东累计下单金额达2015亿元；苏宁全渠道订单同比增长133%；拼多多订单数超11亿笔。玩法方面，优惠折扣仍然是“618”的主要模式。iiMedia Research（艾媒咨询）数据显示，40.2%的受访者认为优惠折扣是他们在电商平台上购买的重要动力。随着电商大促节日逐渐发展成行业现象，未来需在如社交、直播、短视频等玩法创新，和下沉市场发展上继续发力。
At present, e-commerce retailing has become an important driving force in China Retail Industry. As the data of iiMedia Research showed, the total amount of online retail sales reached 3.86 trillion yuan from January to May 2019, accounting for more than one fifth of the total retail sales of social consumer goods. The arrival of “618“ e-commerce online shopping carnival has further attracted the attention of the community to the development of e-commerce. In 2019, the “618“ e-commerce online shopping carnival continued to create new highs on all platforms, with more than 110 brands in Tmall trading more than 100 million yuan; the total amount of orders placed in Jingdong reached 15.5 billion yuan; the total number of orders placed in Suning increased by 13.3% year on year; and the total number of orders increased by more than 1.1 billion. In terms of playing method, preferential discount is still the main mode of “618“. As the data of iiMedia Research showed, 40.2% of interviewed users believe that preferential discounts are an important driving force for their purchases on the e-commerce platform. As e-commerce promotes festivals becoming an industry phenomenon, e-commerce platforms need to continue to make innovations in the future, such as social playing methods, live broadcasting, short video, and so on, as well as in the development of the sinking market.