Alibaba is gearing up for the 618 Festival with 5 billion RMB in subsidies, as Alibaba gears up for the 618 Festival.

During the 618 shopping festival this year, mengxin, the operations manager of taobao livestream, hosted a “product selection” conference for its streaming arm.

Alimama, alibaba's digital marketing branch, reported on the previous day that the platform is investing 2 billion rmb (274.44 million usd) in cash in 618 with the intention of increasing users, viral products, streamers, and merchant-led livestreams.

Alimama also announced that merchants will be able to benefit from a 3 billion rmb (411.63 million usd) subsidy in the form of "red envelopes" at the same time as the image-to-video aigc to ai-powered search.

Alimama's chinese sister app, douyin, has also expressed enthusiasm for alibaba's livestream content ecosystem, while jd.com, alibaba's arch-rival, has begun to market ai services for both content and merchandise.

Rednote, on the other hand, published a guide for merchants and streamers to prepare for the annual shopping festival this year.

In 2024, the first ever 618 saw a decrease in sales, down 7% year on year, and was the first ever 618 to see a decrease in sales.

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