易觀智庫:簡化玩法提升效率,天貓618成交額同比增長9.2%
6月19日,易觀發佈《2025年“618”大促全週期觀察》,報告顯示2025年618平臺更開放、玩法更簡單,消費者在618全週期都保持較高活躍度,618全週期綜合電商大盤(包含淘寶天貓、京東、拼多多)GMV同比增長9.4%,淘寶天貓成交額增速達9.2%,佔綜合電商平臺62.4%市場份額。

此前,商務部公佈數據顯示,1-5月份,全國網上零售額60402億元,同比增長8.5%,比1-4月份加快0.8個百分點,與易觀公佈的線上交易趨勢吻合,618大促作爲重要消費節點,自5月13日啓動,與消費品以舊換新政策疊加,對於5月消費增長的拉動作用顯著。
易觀分析,整體向好的環境,大促從銷售中心視角向消費中心視角轉變,平臺降低門檻提高效率是今年618的重要特點。其中,淘寶天貓取消湊單滿減起到示範效應,618全週期增速與第一週期增速接近,大促爆發節點更加均衡,長線優質增長趨勢明顯。
易觀報告顯示,據交通運輸部數據,2025年618全週期快遞包里攬收量將突破200億件,相比去年同期高出30億件左右,並且618第二週期維持了較高增速,兩個週期增速相近。

信息顯示,2025天貓618玩法簡化,有效激發了消費新增量,用戶規模和活躍度創新高,品牌全週期成交高效增長。美妝、服飾、家電家裝、3C數碼、運動戶外、潮玩、寵物等行業成交規模及增速,蟬聯全網第一。
數據顯示,今年618,淘寶天貓來訪用戶以及活躍度大幅提升,全週期購買用戶雙位數增長,消費意願持續提升。高淨值人羣88VIP會員突破5000萬,規模創新高;品牌會員數同比增長15%,品牌會員客單價達行業整體客單價的1.93倍,爲品牌增長提供強勁動力。
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