Although the data has reached a new high, the problems of too many routines and poor experience still exist-

Shopping Festival: This evolution is still needed

　　Economic Daily · China Economic Net reporter Li Hualin

　　In the "618" e-commerce shopping festival that just passed, multiple data such as the number of transactions and the amount of orders placed set new records. At the same time, some difficulties of "blocking points" still exist. Experts said that in recent years, consumers' shopping needs have been upgraded from "purchasing cheap" to "buying quality", and e-commerce shopping festivals should also change from fighting sales and fighting prices to fighting services, products and experiences.

　　In the "618" e-commerce shopping festival just past, multiple data set new records: Tmall's "618" cumulative order value was 698.2 billion yuan; JD.com's "618" global mid-year shopping festival cumulative order value was 269.2 billion yuan; During the "618" shopping festival, the number of orders exceeded 1.1 billion; on June 18, Suning Tesco's omni-channel sales increased by 129%...

　　By expanding the online model, and adopting new means such as live streaming of "carrying goods", the e-commerce shopping festival has achieved sales growth. At the same time, "routines and inferior quality flying together", "online traffic is not enough to divert the real economy", "saturation of first- and second-tier cities' penetration rate", etc. are still problems to be solved in front of the e-commerce shopping festival. To take on the important task of stimulating consumption potential and promoting the transformation and upgrading of China's retail industry, e-commerce shopping festivals also need to get through many "blocking points" difficulties.

　Service stubborn disease to be cured

　　Compared to the past, this year's "618" shopping festival opened earlier, lasted longer, and the subsidies were more direct. However, many consumers say that they are still being "recommended" by merchants. Although the discounts displayed by some products are large, they are likely to increase after prices are discounted. Mr. Qin, a consumer in Xicheng District, Beijing, told reporters that a smart watch of a certain brand he is concerned about may be stupid. "The price of the product displayed on the webpage is 200 yuan, but I gave it to my friend at the beginning of the year. Again, this discount obviously has moisture."

　　Sharp-eyed consumers found that some merchants used the e-commerce shopping festival to "destock", and most of the shelves were old models and "dedicated network" products, but did not explain the situation, causing unknown consumers to buy outdated product.

　　The high sales volume of the e-commerce shopping festival makes it difficult for merchant services to keep up. Usually the wrong order is placed due to size, address and other reasons, and you can basically find the customer service to modify it in time. During the e-commerce shopping festival, not only many orders cannot be modified, but even refunds are mandatory within 24 hours. In addition, high-strength shipments also lead to wrong delivery, missed delivery, and slow delivery, and the shopping experience is poor.

　　Experts said that in recent years, consumers' shopping needs have been upgraded from "purchasing cheap" to "buying quality", and more emphasis is placed on product cost performance, shopping experience and merchant services. The room for fraud and cutting corners is getting smaller and smaller. If you hope to exchange sales at low prices, you will undoubtedly overdraw your trust. The e-commerce shopping festival needs to be further developed to convert consumption potential into growth momentum. It has to be changed from fighting sales, fighting prices to fighting services, products and experiences.

New formats to be created

　　"All people open the live broadcast room", "live broadcast "carry goods" becomes the main force"... "618" this year, live broadcast "carry goods" becomes the highlight, a new format represented by live broadcast, both interactive and entertaining, both attracting attention and attracting attention It has opened up both online and offline, giving e-commerce shopping festival new development potential.

　　"In addition to linking manufacturers, brands and consumers, the Shopping Festival can also further leverage the advantages of Internet companies in terms of technology, data, models, etc., and help physical enterprises to undergo digital transformation and upgrading." An e-commerce platform leader believes that For offline companies, the e-commerce shopping festival is not only an important node to increase sales and acquire users, but also an important opportunity to fully integrate with Internet companies and create new formats.

　　"Shopping festivals should not only be a simple subsidy war and price war, but also should use creative methods to guide online traffic to feed the real economy, drive consumers to consume offline, and bring new volume." Zhongnan University of Economics and Law Digital Economics Research Pan Helin, executive dean of the hospital, said.

　　This year's "618", major e-commerce platforms have provided subsidies, developed new marketing models, so that some high-quality products can get better sales in the market, and promote the in-depth integration of online and offline. For example, the Feizhu joint platform merchants jointly launched 800 million yuan in travel subsidies, and sold 250,000 hotel packages within 8 hours of the sale. Tmall packs agricultural products into the "ideal train" interactive game, which helps offline farmers to attract customers. As the e-commerce shopping festival is endowed with great expectations and value to stimulate consumption, digest production capacity, and stimulate economic growth, the new formats it brings will also play an increasingly important role in stimulating economic development momentum.

Sink market to be developed

　　This year's e-commerce shopping festival, third-tier and below cities and township markets have become the focus of the major e-commerce platforms. According to relevant data, there are about 1 billion people in my country's third-tier cities and below. At present, the supply of high-quality goods for this group of people is still relatively lacking, and consumer demand has not been fully met.

　　"Tier 3 and below cities will be the new engine of consumption growth." Pan Helin analyzed that the current penetration rate of e-commerce in Tier 1 and Tier 2 cities has been relatively high, and the demand is also saturated to a certain extent. The cost of acquiring new users is increasing. The sinking market has become a blue ocean for e-commerce to continue to increase revenue.

　　It is not easy to develop a sinking market for e-commerce platforms. An important reason is that inferior goods have existed in these markets for a long time. The price system of this market has been implicitly defined. Once consumer groups that rely too much on low prices lose their price advantage, their user stickiness will decrease.

　　It is urgent to reshape the consumption track and cultivate consumption habits. The major e-commerce platforms start from the retail channels and open e-commerce retail stores in communities and streets to make the e-commerce platform closer to the sinking market. It is also easier to provide high-quality e-commerce after-sales service and accurately capture new consumer needs. .

　　"After e-commerce enters the sinking market, consumers driven by high-quality e-commerce will gradually form new consumption habits." Chu Yin, deputy dean of the digital economy think tank, said that online consumption habits of urban consumers at all levels will be fast Integration, and low-end marketing that uses information asymmetry will gradually fail.