"Record-breaking 618" comes to a close: E-commerce competition shifts to rationality, "National subsidies" and "Flash sales" stand out.

The "618" promotion in 2025 began on May 13th and lasted until June 20th, making it the longest "618" in history. According to StarMap data, the total e-commerce sales during the shopping festival reached 855.6 billion yuan, a 15.2% increase from the previous year, with instant retail sales reaching 29.6 billion yuan, an 18.7% increase. Unlike the previous year's focus on price competition, this year's "618" saw major e-commerce platforms shifting towards rational competition, simplifying rules and focusing on discounts and subsidies to improve the shopping experience for consumers. According to interviews conducted by Securities Times reporters, during "618", there was a deep cooperation between the government subsidies and platforms, with the scope and intensity of subsidies expanding. Even though "618" has ended, government subsidies will continue with 138 billion yuan of central funds being distributed in batches. This year, instant retail has become a focus for major platforms, with food delivery and flash sale businesses participating, leading to significant growth in offline entities.