今年的 618，几家主流电商平台有许多相似点，比如满减力度几乎达成一致，淘宝、小红书和京东都是满 300-50。除了满减之外，低价补贴不再是独属于拼多多的标签，淘宝、京东也将特卖低价的商品入口放到了 App 首页，直降和补贴力度拉满，均号称史上最大投入。
在流量红利逐渐消失、用户对大促逐渐疲态的当下，单一的差异化已无法为平台带来更多确定性增长。因此，一些平台选择在守住核心竞争力的同时，复制成功模式，回归内容电商本质。预售第一枪已经打响，今年哪家电商将笑到最后，仍需继续观望。
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