The development dividend released by the traffic era is still approaching the ceiling

　　When the drumbeat of 618 gradually started , even if we were immune to it , we still heard a little sound , still smelled a little smell , and were still infected by its emotions . However, even if we don't want to believe it , it is already an indisputable fact that 618 itself is undergoing a profound transformation .
　　This is not limited to the self-promotion of the e-commerce platform , it is more reflected in our self-feeling . In fact, if 618 does not change , its greatest significance may just become a symbolic meaning . Obviously, those e-commerce players who once promoted it are not willing to do so . They are increasingly seeing 618 as a stage to show their brand new selves , and they are looking for a bridge between the old and new generations.
　　Standing at such a time gap , if we still look at 618 with the same eyes as before , if we still look at 618 with the logic of the past , we will not be able to correctly grasp the true connotation and significance of 618 anyway .Looking for new signs of 618, and using this to see the new development of the e-commerce industry , perhaps we can truly grasp the true connotation and significance of the current 618.
　　Traffic begins to change into retention .
　　There is no doubt that the pace of the traffic era has gradually drifted away , and the development dividend released by the traffic era is still approaching the ceiling . Against such a background , if we still look at 618 from the perspective of traffic and develop 618, then the so-called 618 will inevitably be burdened by traffic , and will inevitably fall into an endless loop in which input and output are not directly proportional.
　　Through this year's 618 , what I see more is that the traffic itself is undergoing such a profound and comprehensive transformation . It can be said that the current flow is no longer just flow , but has become a kind of retention . In the era of retention , if we still use the original routines and styles of play , we will definitely not be able to achieve long-term development .Only by finding a new development path that is truly suitable for the retention era can we truly bring the development of the e-commerce industry into a new stage.
　　If there is a definition for 618 this year , I am more willing to define it as a "first year of retention" . Starting from this year's 618, players will pay more attention to retention and introverted style of play , instead of just blindly expanding their sphere of influence , and will no longer be as simple and rude as before. Get new developments by burning cash and subsidizing them.
　　Unlike the traffic era, which focuses on the formation of habits and changes in consumption behavior , when the era of retention comes , e-commerce players pay more attention to the upgrade of consumption. How to activate the existing reserve as much as possible , how to tap the potential of the existing reserve as much as possible, and how to find new gold mines under the existing reserve, become the inevitable needs of every e-commerce player. thoughtful.
　　The platform has begun to transform into a middle platform.
　　If you still use the platform in the classic sense to define the current e-commerce players, you must not be able to truly grasp the true connotation and significance of the e-commerce platform. Similarly, if the logic of the platform is still used to operate 618, it is also impossible to achieve the intended effect. When this year's 618 was opened again, what I saw more was that the e-commerce platform in the classic sense began to fade away, and was replaced by the emergence of new platforms.
　　In the past, the so-called e-commerce platform was just a place where supply and demand were matched and connected. The greatest value and significance of its existence lay in how to facilitate the conclusion of as many transactions as possible. It is in such a situation that we see that almost all e-commerce platforms focus on transaction volume. In fact, behind the transaction volume, what is revealed more is how much share and intermediary fees e-commerce players can obtain through matching and intermediaries.