[Economic Observation] Say goodbye to disorderly competition, the e-commerce industry needs to "break the game"

  Our reporter Yang Zhaokui

  Recently, the China Consumers Association used the Internet public opinion monitoring system to analyze related consumer rights protection from June 1 to June 20 and released the "2021 "618" Consumer Rights Protection Public Opinion Analysis Report" (hereinafter referred to as the "Report") .

The "Report" shows that a total of 576,804 pieces of negative information on "consumption rights protection" were collected during the monitoring period, accounting for 3.57% of the total amount of "consumption rights protection" information, a significant decrease year-on-year.

  The "618" consumer rights protection public opinion is the vane of consumer sentiment and opinion field in a specific scenario.

The "Report" analyzes that this year's "618", the constantly "breaking the circle" of the supply side and the no longer impulsive consumer side will become a turning point for the e-commerce industry to bid farewell to disorderly competition.

  This year's "618", the sales of many brands have increased greatly, and the dazzling data confirms the good momentum of the domestic market with great potential, strong resilience, vigor and stamina.

At the same time, the proportion of negative information about “consumption rights protection” in the total amount of information about “consumption rights protection” has dropped significantly year-on-year.

One increase and one decrease indicate that this year's "618" staged a "welcoming" change.

  This change stems from three factors. The first is the pressure brought about by strong supervision.

Whether it is the "Web Live Marketing Management Measures (Trial)" jointly issued by the 7 departments, the Internet platform enterprise administrative guidance meeting jointly held by the 3 departments, or the anti-monopoly policy that is intensively recruited, they all demonstrate the compliance of the regulatory authorities to the platform. Restricted determination and sharp means of management.

For example, the problem of "choose one out of two" no longer appears, and the problem of first increasing prices and then reducing prices has also converged a lot.

  The second is the transformation of platforms and business concepts.

On the one hand, the platform has begun to "break the circle", attach importance to the empowerment and weighting of new brands and new channels, and accelerate the quality upgrade of the "digital intelligence" and "full link" of the supply chain.

On the other hand, platforms and merchants have begun to focus on implementing the "consumer (member) competition and staying" strategy of simple rules, abandoning routines, and seeking stickiness, all of which have brought consumers a good shopping experience.

  Finally, consumers have become more rational.

The anger and frustration after being "algorithm" and "gameplay" routines have caused consumers to change from "blind impulse" and "spitting hands" to rational onlookers and cautious actions.

  However, if you want to say goodbye to disorderly competition, the e-commerce industry also needs to get rid of the chronic "breaking" changes.

The "Report" shows that during the "618" period this year, consumers' complaints about counterfeit goods, product quality problems, and harassing text messages still exist in large numbers, whether Internet celebrity products are of high quality, express delivery is not delivered, and rural pick-ups Items will be charged with courier fees, etc.

For example, the anchor "Liu Sao" was accused of selling fake mobile phones.

  The existence of counterfeit goods is in contrast to consumers’ increasing requirements for product quality. This warns some e-commerce platforms, anchors with goods, measures and means to control the quality of goods during the concentrated promotion period, and their determination to identify counterfeit products. And the strategy must follow the trend.

  Although unreasonable problems such as unsuccessful home delivery, rural pickup and extra courier fees, many consumers still frequently complain about it.

This requires that, whether it is a platform, a merchant, or a delivery network, it must not only focus on the improvement of upstream supply channels, while ignoring the effective smoothness of the finer and more complex delivery chains on the downstream consumer side and the brand temperature reflected by it.

The approach that only pays attention to "send it out" for efficiency and ignores the user's feeling of "take it over" must change.

  In addition, the speculative psychology and behavioral habits of some e-commerce platforms and merchants waiting on the new rules must be changed.

For example, SMS bombing on the eve of the big promotion, even if consumers reply "TD" many times, it will not help.

In fact, even if this short-sighted approach has occasional benefits, its ability to "monetize" is limited. It is more annoying and annoying, and it will eventually be abandoned.

  In short, regardless of the platform, the merchant, or the delivery anchor, we must adhere to the "consumer-centered" concept. While providing high-quality products, we must also win the recognition of consumers with a warm service model and sincere promotion rules. Only in this way can it reflect the true value of the online promotion and promote the healthy and sustainable development of the e-commerce industry.