Major Chinese e-commerce platforms are offering steep discounts and shopping subsidies as well as simplifying promotional methods by canceling presale campaigns during this year's extended June 18 (known as "618") online shopping carnival, with direct price cuts being a preferred strategy.
在今年延长的6月18日（被称为“618”）网购狂欢节期间，中国主要电子商务平台正在提供大幅折扣和购物补贴，并通过取消预售活动简化促销方式，直接降价是首选策略。
Industry experts said Chinese consumers have become more rational and prudent about potential purchases. So online retailers are taking a more pragmatic and simple approach this time, with a key focus on low-priced products and the use of livestreaming for product promotions, so as to attract price-conscious customers and bolster sales.
业内专家表示，中国消费者对潜在购买行为变得更加理性和谨慎。因此，在线零售商这次采取了一种更务实、更简单的方法，重点关注低价产品，并使用直播进行产品促销，以吸引注重价格的客户并提高销售额。
Data from Tmall, Chinese tech heavyweight Alibaba Group's business-to-customer platform, show that the sales of 59 brands surpassed 100 million yuan ($13.8 million) within the first four hours of the midyear promotional event, which kicked off at 8 pm on Monday.
来自中国科技巨头阿里巴巴集团的企业对客户平台天猫的数据显示，在周一晚上8点开始的年中促销活动的前四小时内，59个品牌的销售额超过1亿元人民币（1380万美元）。
The turnover of Apple Inc's products on Tmall exceeded 1.5 billion yuan within the first hour, while sales of domestic smartphone brands such as Huawei, Xiaomi and Vivo surpassed 100 million yuan during the period, Tmall said.
天猫表示，苹果公司的产品在第一个小时内在天猫的销售额就超过了15亿元，而华为、小米和Vivo等国产智能手机品牌的销售额在这段时间内超过了1亿元。
Moreover, the transaction volume of 11 cosmetics and skin care brands as well as 23 household appliances brands, including Haier, Hisense and Dyson, crossed the 100 million yuan threshold in the first four hours.
此外，包括海尔、海信、戴森在内的11个化妆品和护肤品牌以及23个家电品牌的交易额在前四小时内突破了亿元大关。
US tech company Apple has launched a promotional campaign on its Tmall official flagship store in China, offering discounts of up to 2,300 yuan on the iPhone 15 models, to reinvigorate domestic demand for its flagship product.
美国科技公司苹果在其中国天猫官方旗舰店推出了一项促销活动，为iPhone 15机型提供高达2300元的折扣，以重振国内对其旗舰产品的需求。
Dong Puyu, a researcher at CIO Manage, a Beijing-based digital economy market consultancy, said major e-commerce players have canceled presales for this year's June 18 shopping festival, making the rules of online shopping simpler and further optimizing consumer shopping experiences and services.
北京数字经济市场咨询公司CIO Manage的研究员董璞玉表示，主要电子商务参与者已经取消了今年6月18日购物节的预售，这简化了网上购物的规则，并进一步优化了消费者的购物体验和服务。
Dong said e-commerce players are stepping up efforts to provide cost-effective commodities and invest more in livestreaming sessions and content, amid rising competition from short video platforms, given that Chinese shoppers are more rational and carefully reviewing their needs.
董表示，鉴于中国消费者更加理性并仔细审查自己的需求，在来自短视频平台的竞争日益激烈的情况下，电子商务参与者正在加紧努力提供高性价比的商品，并加大对直播会话和内容的投资。
The June 18 promotional gala is expected to play a vital role in stimulating consumers' purchasing appetites, boosting the recovery of consumption and shoring up the economy, said Wang Yun, a researcher at the Academy of Macroeconomic Research, which is affiliated to the National Development and Reform Commission.
国家发改委宏观经济研究院研究员王蕴表示，"618 "促销晚会有望在刺激消费者购买欲望、推动消费复苏、支撑经济等方面发挥重要作用。
国家发改委宏观经济研究院研究员王蕴表示，"618 "促销晚会有望在刺激消费者购买欲望、推动消费复苏、支撑经济等方面发挥重要作用。
