This year's 618 may be the "last" 618. It seems' desolate ', but in reality, the pressure is greater than ever before! This is the sigh of a friend from an e-commerce giant executive last night. At that time, I still didn't understand. This year's 618 is very simple, not as noisy and restless as in previous years, and major platforms are also relatively silent. What pressure is there? It's not just sensationalism, is it. Upon closer examination later, it was discovered that behind the cold and desolate scenes, there had already been a surge of undercurrents, and major platforms had begun a fierce competition. Previously, many people believed that in times like 618, the more gameplay and more complex the rules, the more effort e-commerce platforms put in and the more consumer atmosphere they had. Major platforms were looking for ways to innovate in these areas. But what about this year? Everyone is starting to abandon these tricks. JD Vipshop's two major self operated e-commerce platforms directly announce "naked prices". What is naked prices? Users can search for as much as they can, without making any attempts to scrape, reduce, or stack cats. On the one hand, with bare prices and improved service capabilities, JD.com has increased logistics efficiency to hourly units this year, launching near field e-commerce. Vipshop will continue to pull SF Express to make door-to-door exchanges, and this year it is also increasing its investment in logistics. Alibaba is also loosening up. Although it has retained some gameplay, the overall trend is also towards simplification. In addition, Taobao has begun to spend 3 billion yuan on door-to-door delivery, which is very rare. So, you will find that e-commerce is not about testing one's abilities with more tricks. On the contrary, the less gameplay and simpler the rules, the more it tests one's strength. Everyone is doing naked pricing, and there's no need to do math problems. It's clear who's cheap, whose service is good, and whose efficiency is high. This can also be understood, as this e-commerce executive laments, the pressure has indeed exceeded every year before. $Alibaba(BABA)$