摘要：The 2025 "618" shopping festival has taken on a new structure amid economic shifts. On the one hand, a tariff " period" has led to

The 2025 "618" shopping festival has taken on a new structure amid economic shifts. On the one hand, a tariff " period" has led to a sixfold surge in foreign-trade sales of toys, giving rise to the very first "618 shopping festival for foreign trade". On the other hand, domestic consumption is pursuing better quality‑price ratios amid a "simplified promotion" movement, while the accelerated fusion of online and offline retail is spawning the "instant retail" mode.

Wuxi Shuangzhen Knitting Art Co., Ltd, which had paused orders due to the US tariff disruptions, resumed full production after the " period," and its pet supplies orders poured in. Yiwu Jingwen Import And Export Co., Ltd. also secured Christmas‑stocking orders well ahead of schedule. Alibaba seized the opportunity by launching a large‑scale June promotion targeting the US market. On the first day alone, orders for Christmas‑related items skyrocketed, with toy orders increasing sixfold year-on‑year. Shuangzhen Knitting Company leveraged the platform to expand its customer base and is confident about continued cooperation with intermediaries of Walmart. The "618 shopping festival for foreign trade", which began as a reactive measure, is now morphing into a regular marketing event, becoming a key component of enterprises' global expansion strategies.

In the domestic consumption market, e-commerce platforms have launched a "simplified promotion" wave. Taobao and Tmall eliminated complicated cross‑store discounts in favor of straightforward "official instant discounts"; Douyin and JD.com similarly streamlined their discount mechanisms, emphasizing direct price cuts and subsidies. Consumers have ditched the hassle of calculating minimum‑spend deals and instead focus on product value, ingredient transparency, and performance, favoring high cost‑effectiveness from original factory brands.

Instant retail has emerged as a new engine for "618." On the first day of "618," Meituan's Flash Sale saw transaction volumes in categories like 3C electronics and alcoholic beverages soar, with the imoo watch phone growing more than 30‑fold. Taobao Flash Sale, in partnership with Ele.me, achieved over 40 million orders, while JD Takeaway reached over 20 million daily orders within just 75 days of launch. Major platforms are doubling down on instant retail by offering "1-hour delivery" service, overcoming traditional logistics limits. This model creates incremental value for brands and physical stores, accelerates the online‑offline retail integration, and reshapes the "618" consumption mode.

今年“618”成中国商品“出海”新跳板

2025年“618”在经济变局中呈现全新格局：一边是关税“窗口期”让玩具类商品外贸销量翻了6倍，催生了史上第一个“外贸618”，另一边是内贸消费在“去套路化”浪潮中追寻质价比，线上线下加速融合催生即时零售新物种。

无锡双珍纺织因美方关税扰动曾暂停订单，“窗口期”后全力生产，其宠物用品订单纷至沓来。义乌璟文进出口也提前接到圣诞袜订单。阿里国际站抓住机遇，针对美国市场举办大规模6月大促，开启首日，圣诞相关产品订单激增，玩具类商品订单量同比翻6倍。双珍纺织借力平台拓展客户，对与沃尔玛中间商的后续合作充满信心。“外贸618”正从应急之举向常态化营销节点转变，成为企业全球化必修课。

内贸消费领域，平台掀起“去套路化”浪潮。淘宝天猫取消复杂跨店满减，改为“官方立减”；抖音、京东也简化优惠规则，突出直接降价与补贴。消费者告别凑单计算，更关注商品质价比，热衷研究成分性能，追捧高性价比的源头工厂品牌。

即时零售成为“618”新引擎。美团闪购“618”首日，3C家电、酒类等品类成交额飙升，小天才儿童手表增长超30倍。淘宝闪购联合饿了么订单量破4000万，京东外卖上线75天日订单突破2000万单。各大平台加码即时零售，以“1小时达”模式打破传统物流限制，为品牌与实体门店创造增量，加速线上线下融合，重构“618”消费生态。

文 | 记者 沈钊

翻译 | 柯妃娟

审校 | 林佳岱

来源：羊城派一点号