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商贸零售行业2023年618专题报告：消费弱复苏，综合电商进入稳态格局-20230621-东海证券

本次618总结：第一，进一步说明消费恢复相对较弱。大力推动下，综合平台GMV较上年仅小幅回升，整体GMV较去年进一步降速；第二，进入新零售红利正式减退的第一年，更长预热、更大折扣、更大力度情况下，直播电商从翻倍增速正式进入20%+时代，其他新零售渠道进入单位数增长时代；第三，综合电商进入格局稳态，相比新零售，更简化玩法、力度仅持平、时间增幅更少，大基数下趋势反弹，投入方面也较新零售更关注商家利益，

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