2023 witnessed a decisive rebound in China E-commerce Marketing landscape, with digital channels further cementing their role as the primary engine of consumption growth. According to the National Bureau of Statistics, while total retail sales of consumer goods grew by 6.9% year-on-year during the January–October period, online retail sales surged at 11.2%—a stark divergence that underscores the structural shift underway.

I. Domestic Landscape: Price Wars and Live-Streaming Reshape the Industry

Against a backdrop of modest macroeconomic recovery, "low price" and "value for money" remain the central battlegrounds for platform competition. Leading players are aggressively vying for user traffic through hundred-billion-yuan subsidies, flash sales, and supply chain optimization, intensifying industry-wide price competition and exerting persistent pressure on aggregate profit margins.

Concurrently, the competitive architecture is undergoing profound transformation. Short-video platforms, leveraging their formidable traffic advantages, are accelerating the growth of live-streaming commerce—delivering particularly outsized performance during major promotional events such as "Double 11." Platforms including Douyin and Kuaishou have not only deepened their "product-finds-people" content-commerce model but have also expanded into shelf-based e-commerce as a strategic complement, deploying diversified marketing strategies that continue to erode the market share of traditional comprehensive e-commerce platforms.