高盛发表研究报告指，中国电子商务行业在2025年618购物节中表现稳健，预计总商品交易额(扣除退货前)增长约10至11%，在5月12日至6月15日期间，包裹量增长达15%。该行建议采取更为防守的子行业配置策略，优先选择游戏、移动出行和互联网垂直领域。在电商领域，偏好京东和快手，评级均为“买入”。 报告提到，今年的618购物节中，电子/家电产品驱动行业商品交易额健康增长；电子商务现有企业和新兴短视频平台的商品交易额增长一致；更加注重即时按需电子商务；平台透过经简化促销活动持续支持商家和生态系统；以及人工智能在电商活动的应用增加。
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