"It turns out that'Double 12' has started, let alone I forgot it." The reporter observed that there was a "Double 11" before it, and the New Year's Day promotion will follow one after another, and the "Double 12" in the middle becomes one. Embarrassing promotional holiday.
After the "Double 11", the spread of L'Oreal ampoule masks and the false delivery of Winona named by the China Consumers Association made this year's "Double 12" seem quite deserted.
Experts in the e-commerce industry pointed out that as early as 5-6 years ago, the “Double 12” had a high degree of attention, but in recent years it has been showing a downward trend. Consumer participation is not high".
In addition to many consumers who are tired of e-commerce platform promotion "routines", small and medium-sized businesses are mixed, after-sales problems are too many and difficult to respond to problems, and the e-commerce platform's frequent promotion, festivals and other methods are showing fatigue.
By Wen Jing, All Media Correspondent, Guangzhou Daily
"Double 12" deserted consumer participation is not high
For this year’s "Double 12", many consumers are not enthusiastic. They told reporters that "Double 11" has lasted for a month. Starting from October this year to November 11, buying what they want to buy is not a plan. I also bought it inside.
On the other hand, this year’s "Double 12" discounts are not strong. "They are all regular full reductions and subsidies." Consumers Ms. Tan said. For example, if the price is 300 yuan for Skechers children’s sports shoes, the store hits "Double 12". The price is 160 yuan, and then participate in the Taobao platform to fully reduce the subsidy, minus 30 yuan, and buy it for 130 yuan.
"In fact, when the online store is clearing the goods, the price of 300 yuan children's sports shoes is also 160 yuan after the discount. Now the'double 12' is only full reduction, but if you are full reduction, you will have to buy other things to make the order."
According to insiders of the e-commerce platform, "Double 11" has just passed, and the New Year is early next year. Instead, the New Year's Day is the "big focus" of platform promotions before the New Year, and more resources will be invested.
So this year's "Double 12" is just a regular promotion.
Falling into a promotional "very circle" offline discounts come more realistic
The e-commerce festival's promotional "routines" have been criticized by the outside world in recent years.
During the "Double 11" and "Double 12" period, the "estimated hand price" advertised on the store promotion page is not simply achievable.
The reporter opened its Taobao store page and randomly clicked on a certain brand of sports shoes. The page stated that the "estimated price at hand" is 156 yuan and up. To achieve "156 yuan", in addition to the "Double 12" store discount, it also includes 400 -100 pre-deduction of 60 yuan... The above-mentioned Ms. Tan said that in fact, the so-called "expected price" has thresholds and rules.
One to "Double 11" and "Double 12" are more difficult than the math problems in reading.
In addition, the reporter found that during these holiday promotions, some stores launched full discount coupons, "over 700 yuan and 100 yuan discount", etc., belong to "members receive", in other words, to obtain coupons and become a member of the store .
With the increasing number of e-commerce promotion routines, many consumers find that sometimes the so-called big promotions online are even more real than discounts on offline stores.
A brand of clothes that Ms. Chen often buys. In November, she wanted to take advantage of the e-commerce promotion period, but found that not only the discount was not strong, but if she was dissatisfied, it would only be reduced by 20%, and it was also out of stock. "After that, I will go directly to the offline brand. The Ole store directly offers a 40% discount. Every size is available, and there is no need for me to add a member."
Against the background of frequent promotions on e-commerce platforms, the issue of "low prices" has attracted attention from many parties during e-commerce festivals.
In November this year, the China Consumers Association reminded consumers that “low prices” should not be superstitious.
E-commerce platform stores are not strictly controlled, and it is difficult to protect rights
In addition, nowadays, there are a large number of shops on e-commerce platforms, they are uneven, the checks are not strict, and the search settings are unreasonable. Consumers spend a lot of energy in the screening process.
If you encounter after-sales problems, it is even more difficult to defend rights.
A few days ago, consumer Ms. Li helped children buy school uniforms on Taobao. She placed an order at a store called "Guangfo School Uniform Trade", but the merchant has not shipped them.
After waiting for nearly half a month, Miss Li asked the store to return the goods, but the store did not reply after the sale.
So, Ms. Li called the customer service number left on the shop's page, and "Customer Service" said that the factory was temporarily out of stock and could help to check the order.
Five minutes later, the "customer service" called Ms. Li and said that she couldn't find the order at all. "My side is a factory. You can see if that shop is our factory Taobao shop. There are many such shops on Taobao now, not only It’s more expensive than our factory’s Taobao shop, and all the phone numbers and Wangwang left without our consent are our factory’s phone numbers! You hurry up to complain!” Then, Ms. Li went to another shop on Taobao that sold school uniforms and placed an order. I also encountered the same situation when I bought it, but the Taobao shop, the only factory that produced this school uniform, did not show up in the search results of the school uniform at all.
After complaining, Miss Li got a full refund after communicating with the platform.
The reporter entered the school uniform name on Taobao to search, but still couldn't find the shop of the school uniform manufacturer. Only by finding the factory official account and searching Taobao based on the factory name can the factory shop be found.
"After my complaint, Taobao only removed one of the stores and claimed to support small and micro enterprises, so this store was ranked in the forefront, but did you not even review the customer service phone number on the store page?" Ms. Li dealt with Taobao There are still criticisms.
Shopping Festival should return to the essence of business integrity and quality improvement
In recent years, the frequent promotion of e-commerce platforms has led to the fact that traditional e-commerce "festivals" are no longer popular, which has attracted the attention of the industry.
Li Chengdong, an e-commerce expert and founder of the Dolphin Club, told reporters that "Double 11" and "Double 12" are two festivals created by Ali. In fact, not only "Double 12", "Double 11" has also seen a decline in attention in recent years, but the former The decline is even more pronounced.
He pointed out that live broadcast has weakened these two festivals of traditional e-commerce, because live broadcast itself is a low price, and low promotional prices are not new to consumers. "In fact, it is not good for consumers and will be tired."
Cui Lili, executive director of the Electronic Commerce Research Institute of Shanghai University of Finance and Economics, said that “there are many e-commerce consumer festivals, coupled with the promotion of consumption activities held in various places this year, causing a certain degree of fatigue in the market”.
In addition, the industry pointed out that the consumption problems caused by the "Double 11", including the L'Oreal ampoule mask price difference, Winona's false shipments, etc., will more or less affect merchants, anchors and consumers in the "Double 12" Combat effectiveness.
Industry insiders said that for the development of the shopping festival, it is necessary to return to the essence of business, pursue high-quality development, highlight the characteristics of quality, innovation, and personalization from the product, and adjust the supply according to different consumer needs to meet more hierarchical users .