The platform used subsidies to show sincerity, merchants actively participated, and consumers bluntly said that routines are less but it is still not easy to save money-
"618" promotion is hot, who is cheaper than 10 billion subsidies?
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Entering the "618" promotional season, major e-commerce platforms have provided funds to subsidize consumers, which can be described as full of sincerity. This year, many merchants are looking forward to actively participating in the impact of the hedging epidemic through sales promotion and lowering prices to attract customers. Consumers say there are fewer routines, but it is still not easy to save some money.
At 0:00 on June 1st, many home appliance manufacturers, including Taobao and JD.com, officially entered the "618" time, and promotional items began to be sold. At the same time, the major e-commerce companies have provided funds to subsidize consumers, and they are often "10 billion".
This year's "618" is the first large-scale e-commerce promotion season since the outbreak. The high expectations of online consumption will be concerned by all walks of life. In order to promote consumption, various platforms stated that there is no routine this year, which can be described as full of sincerity. So, how much bonus can participating merchants get? How much can users enjoy? The reporter recently conducted a survey interview.
Platform: Which is the strongest subsidy?
In order to boost consumer confidence and stimulate consumption potential, long before the sale, various e-commerce platforms have expressed their desire to use tens of billions of subsidies to give back to consumers.
At the launch of JD.com's "618" shopping festival in 2020, JD.com announced that this year's "618" will launch super 10 billion subsidies, 100 billion discounts and 10 billion consumer coupons, and provide 200 million items with discounts of up to 50% to create consumption Experience the best "618". At the same time, in order to dispel consumers' concerns about "buying losses" and improve the quality of services, JD.com also announced that it will provide 30-day insured services for electronic and digital products, while self-operated real estate will provide insured services for half a year.
"This year's '618' offers are the most powerful and easy to play." Han Rui, vice president of Jingdong Group and head of the platform business center of Jingdong Retail Group, said that this time, consumers do not have to scratch their heads to compare their accounts.
Like JD.com, Tmall has also provided a large amount of consumer subsidies this year. During the "618" period, Tmall will work with many governments and brands to issue the largest cash coupons and subsidies this year, with an estimated amount of more than 10 billion yuan. In addition, this year's Tmall discount has also changed from last year's "full 300 yuan minus 30 yuan" to "full 300 yuan minus 40 yuan", consumers do not need to receive coupons, can be reduced when placing an order.
Suning is directly against Jingdong. This year, "618" Suning Tesco launched the "J-10%" money-saving plan, which directly promised to participate in the subsidy activities of household appliances, mobile phones, computers, supermarkets, commodities, at least 10% lower than Jingdong's 10 billion subsidized goods, and the purchase price is expensive. pay. Gu Wei, vice president of Suning Tesco Group, said: "Friends and merchants are welcome to compare prices."
Industry insiders said that the combination of consumer coupons and discount subsidies is an important means of stimulating consumption this year, especially the issuance of consumer coupons, which is equivalent to locking sales in advance and becoming an important means of competition on e-commerce platforms.
Merchant: Looking forward to "returning blood" to restore vitality
The reporter learned that e-commerce has been a festival for more than 10 years. In recent years, platform competition has become increasingly fierce, but the participating merchants have gradually become tired. However, this time it was different.
This year's "618" is the first large-scale e-commerce shopping season since the outbreak. Multi-home appliance platforms said that merchant registrations are very active, and the number has increased significantly compared with last year.
Chen Gang, the children's shoe store owner who has participated in the "618" event for five consecutive years, signed up for the pre-sale event for the first time this year. "The pre-sale time of the platform is up to 25 days this year. In order to keep customers fresh on our products, our promotion planning is done according to the whole month. We have summarized the experience of previous promotions and selected the most suitable for consumers. Preferential methods also increase the selection of goods, and strive to change a batch of products every three or four days to attract as many people as possible." Chen Gang said.
"The early epidemic has a great impact on the business, and only by taking the amount and not the price can restore the vitality." Chen Gang said that since the pre-sale, the sales of its stores have increased by 87% year-on-year and have reached the expected target.
There are many participating merchants, and how to drain is an important issue. This year's "618", all e-commerce platforms, large and small businesses have placed the hope of attracting customers to live broadcast. The reporter saw from Tmall's "618" live broadcast list that more than 300 celebrities participated in this live broadcast wave. The star Liu Tao turned into "Liu Yidao", and in the official live broadcast room with 10 billion yuan subsidies, 4 live broadcasts sold over 100 million yuan...
The reporter noted that in the live broadcast mode, the price of goods is considered to be the key factor in determining the sales effect. Some people in the industry bluntly said that the live broadcast is a "price war." If the price cannot be significantly lower than the psychological expectations of the audience, the sales of live broadcast will be greatly reduced.
Gao Shang, a cookware operator in Shandong, opened a small shop on Taobao, with little passenger traffic on weekdays, and Xiaoben has not participated in official activities. But taking advantage of "618", Noble began to try to sell products in the live broadcast room. "You still have to cut prices, solicit customers for small shops, and sell a little is a little." Gao Shang said.
Consumers: It’s still not easy to save some money
Recently, the first batch of goods ordered by Ms. Yang in Tianjin during "618" has been delivered to your doorstep. Compared with the various "algorithms" and "playing methods" of the previous "Double 11" preferential promotions, she prefers the method of not grabbing coupons this year and reducing the full amount. "In the past, it was necessary to repeatedly calculate how many times the order and deposit can be expanded. The test is mathematical ability. Now there are no complicated coupons, and the routine is less." Ms. Yang said.
But a veteran online shopping expert in Beijing told reporters that consumers want to save money and still have to study the platform's gameplay. This year Taobao launched the "'618' Ideal Life Train" and JD.com launched "Stacked Cakes". The reporter found that most of these activities are accumulated gold upgrades by signing in, browsing the storefront, sharing links, etc. Once the level reaches the requirements of the platform, you can share the "618" red envelope.
"I gave up after playing for a while, doing tasks every day, asking someone to help me click, it's too much trouble." Ms. Zhang from Beijing said that in order to complete the task, she has pulled more than 10 WeChat groups and often forwarded links in the circle of friends You can get different amounts of red envelopes for each level you upgrade. The higher the level, the harder it is to upgrade. "If these red envelopes can be directly exempted, it would be better to have less complicated gameplay," Ms. Zhang said.
Compared to Ms. Zhang, Song Zhao, who is decorating, yelled, "It's too difficult to save some money." I wanted to take advantage of "618" to buy some home appliances for the new home, but more and more it has been dazzling. "The platform has slogans such as welcome price comparison and price protection, but it is basically incomparable." Song Zhao said.
Song Zhao took a fume stove set on a certain platform, but when he wanted to compare the prices, he found that the products launched on each platform could not actually make a real comparison. "The appearance, function, price and configuration are basically the same. However, there is a slight difference in model or product mix." Song Zhao feels that some home appliance products form "special supply" and "dedicated supply" models on different platforms, and consumers have no way to judge which one is more affordable.