Analyst firm iResearch released their 'Observation of the 618 Shopping Festival in 2024' report, which shows that with the boosting factors such as the cancellation of pre-sales, simplification of rules, and adjustment of the selling cycle, the growth rate of this year's 618 e-commerce transactions has markedly increased. The GMV of the comprehensive large cap e-commerce market during this period (including Taobao/Tmall, jd.com, and pdd holdings) increased by 11.2% YoY, with Tmall's transaction volume growth rate reaching 12% and occupying 62% of the comprehensive e-commerce market share. iResearch Analysis believes that the proactive platform transformation 'releases user vitality' is a significant reason for the growth of this year's 618. Official information shows that Tmall not only simplified the rules and cancelled pre-sales, but also brought the selling time forward to May 20 for the first time, effectively stimulating new consumer growth.