[Explanation] The annual "618" shopping carnival season has arrived, and major e-commerce platforms and merchants have shown their talents and have used the best discounts to ignite consumers' enthusiasm for shopping.
Cross-store full discounts, zero-point rush purchases... For these merchants who actively participate in platform activities, does "618" make a big profit for them or "lost money and earn a scream"?
The reporter saw in the relevant investigation report that the number of active new products on the Tmall platform in 2021 will exceed 5.6 million, and the number of active brands will exceed 300,000.
On the day when the final payment was made on June 1st, the turnover of more than 1,700 brands in the first hour exceeded that of the same period last year.
Some businesses told reporters that for brands, participating in 618 can not only attract traffic to online stores, but also help stabilize customer loyalty.
[Concurrent] Return to Han Tang Hanfu Beijing Store Manager Mo Mo
This is the sixth time that we have participated in the "618" event. In fact, we started planning for the "618" event in April.
There are definitely some activities that will drive (sales), and it is also a good opportunity for brands to show off.
Like during the big promotion period, we generally focus on our brand traffic ability to enhance our brand voice. After we participate in the event, many people will pay attention to this event and understand that our store is conducive to stabilizing the loyalty of our brand and these customers. Degree.
[Explanation] However, some merchants believe that in recent years, the "618" discount algorithm has become more brainstorming, and the endless variety of discounts such as pre-sale deductions and cross-store allowances is tiring, and many merchants have begun to flee from the "618".
[Concurrent] Orange and white staff of Rumeng neon clothes
Many businesses that I know will complain to each other on the day of "618" because they are tired of such cumbersome rules, and many businesses will not participate in this kind of activity.
As we are now, it’s a headache. Consumers may not understand the rules and so on. We have to spend a lot of time explaining to buyers. If they don’t understand, they may blame us.
[Explanation] The reporter found out that in addition to the old-brand electronic merchandise outlets such as Taobao and JD.com, some commercial short video platforms also launched shopping promotion activities during the same period, which lasted one month before and after this year's "618" event.
In addition, with the increasing number of promotional activities in various festivals, merchants and consumers participating in the platform promotion festivals have also begun to be unable to follow suit.
The merchant told the reporter that the 618 cross-store full reduction event that the store participated in this year was a loss, but for the later platform traffic support and competition with other similar merchants, they still actively responded to the platform's activities, and the store itself also made discounts. .
[Concurrent] Orange and white staff of Rumeng neon clothes
You can get a membership card when you enter the Taobao homepage, and then we can enjoy a minimum 20% discount on new products.
Online (sales) still declined compared to previous years.
For example, there are activities such as cross-border full reduction. We are basically forced to participate and lose money to earn traffic. If we did not participate in the big promotion, our peers participated, not only during the event, the sales gap between each other may be widened. This This kind of comparison will affect the traffic after the event will continue to be much worse than its peers.
[Explanation] In this regard, economist Wan Zhe said that in recent years, with the upgrading of household consumption levels and the rapid development of e-commerce, the transaction speed has been increasing, and the market metabolism has also been increasing. She believes that in this context , Merchants should adjust their mentality to adapt to the emerging market environment.
[Concurrent] Wan Zhe, economist and professor at Beijing Normal University
Whether it is a platform merchant or an individual merchant, in general, he may have to re-adjust his mentality and strategy to face such a market with great liquidity, extremely fast transaction speed, and extremely fast metabolism.
On the other hand, it is possible that the global economic growth rate is declining, and its consumption increase may be limited. From the overall environment, it may indeed generate more intense competition, which will further suppress the profit margins of businesses, including its Whether the production capacity needs to be adjusted is worth considering.
Reporter Liu Xuanting reports from Beijing
Editor in charge: [Li Yuxin]