E-commerce is carnival, but consumers are calm? ——A perspective on the “6·18” w88 online casino betting Shopping Promotion Festival

(Source:Xinhuanet 2016Year6month19日）

Reporter Yang Na

With the rapid development of e-commerce platforms, June 18 has been given a new meaning as "Mid-year w88 online casino betting Shopping Carnival" in recent years. Not only "6·18", but also "Double 11", "Double 12", "5·20" and other w88 online casino betting promotion festivals are becoming e-commerce carnivals, but consumers seem to be becoming more and more "calm" about this. The prevalence of "w88 online casino betting festival-making" has gradually triggered in-depth thinking among consumers and the industry.

From "carnival" to "calm"

The "6·18", which JD.com started trying in 2004, has become another major "w88 online casino betting shopping carnival" that echoes the "Double 11" in recent years due to the participation of other e-commerce companies, and has even gradually developed the single-day promotion into a month-long promotion. On May 18 this year, JD.com launched “6·18”, kicking off the mid-year war. Subsequently, Tmall created the “618 Super Fan Carnival”, Amazon focused on overseas purchases, and Suning.com launched “K.O618”... Gome w88 online casino betting, Dangdang, No. 1 Store, Vipshop, Miya, Pinduoduo and other e-commerce companies also joined the “battle situation.”

According to data from JD.com, at 11:16 on June 18, the number of orders placed on JD.com exceeded 10 million, and the number of orders placed around 14:00 exceeded the number of orders placed throughout the day on June 18, 2015. E-commerce platforms such as Taobao, Vipshop, and Suning have also attracted many consumers to buy through activities such as "flash sales" and "* discounts on purchases."

In the face of e-commerce “festivals” and “festivals” promotions, will consumers still “buy, buy, buy” as in the past? A reporter's investigation found that many consumers have become increasingly "calm" towards w88 online casino betting shopping promotion festivals. Many consumers said they would not blindly participate in w88 online casino betting shopping festivals unless they happen to have purchasing needs.

Ms. Xiao from Shenzhen is an expert in w88 online casino betting shopping. She picked out a few sets of summer clothes on June 18th this year, but compared with the past when she filled her shopping cart early, she was much more stingy. “Nowadays, promotion festivals only focus on the brands that I usually like to buy”, “products with much lower prices are from a few years ago, so it is difficult to choose”, “buying too much and not using it is a waste”, etc. have become Ms. Xiao’s “shopping guide” for w88 online casino betting shopping promotion festivals in the past year or two.

There are many consumers who have similar ideas to Ms. Xiao. They are moving away from the "price only theory" and gradually returning to rational consumption. iiMedia Consulting CEO Zhang Yi said that since last year, netizens have been returning to rationality in w88 online casino betting promotion festivals. Consumers' w88 online casino betting consumption behavior is becoming increasingly mature, and the w88 online casino betting shopping behavior of "purchasing on demand" has become normal.

Fanatical promotions cannot hide the tastelessness

"6·18", "Double 11", "Double 12"... The single-day transaction volume of e-commerce platforms that has been refreshed year by year in recent years has always been considered a "unique business phenomenon", reflecting my country's active e-commerce development trend. However, behind the fanatical promotions and high sales, inflated prices, post-holiday returns, fraudulent orders, bundled promotions, and disguised stock clearances have also become another impression consumers have of the w88 online casino betting shopping promotion festival.

Many consumers who frequently shop w88 online casino betting have found that many merchants’ promotional products are older models, and the supply is not as large as usual. The w88 online casino betting shopping promotion festival is more like a “clearance day”.

In this regard, industry experts pointed out that the w88 online casino betting shopping promotion festival, which was originally initiated by e-commerce platforms and benefited both e-commerce platforms and suppliers, somewhat "deviated from the original intention." Compared with e-commerce platforms' investment in bandwidth, after-sales service, distribution, etc., suppliers' high investment has a greater impact on themselves. The unsalable problem caused by over-production also reduces the enthusiasm of suppliers.

Although consumers are attracted by promotions, they shop more rationally and cautiously. For example, they only pay attention to the brands and merchants they usually trust, and they more carefully identify the authenticity of w88 online casino betting reviews. Ms. Yang from Beijing bought a skirt on Taobao in the past two days and compared it with many stores before finally making the purchase. Since she lacks w88 online casino betting shopping experience and is afraid of being fooled by the number of orders and good reviews posted w88 online casino betting, Ms. Yang said, “I would rather spend more time choosing slowly.”

In fact, order fraud has become an “open secret” in the industry. A marketing staff member of a certain leather bag brand company told reporters that w88 online casino betting shopping promotion festivals are becoming an important performance evaluation indicator for the company. Before each promotion festival, the company allows its internal employees to brush orders on the brand's w88 online casino betting store, and even hires "order brushing companies" to make the w88 online casino betting store's sales and reviews "good."

The w88 online casino betting Shopping Promotion Festival is even considered a “carnival” for a few e-commerce platforms. Cao Lei, director of the China E-Commerce Research Center, believes that compared with the strong "voice" of some e-commerce platforms, the high "promotion fees" paid by sellers and the current low-price sales situation have caused many sellers to survive at a loss, break even, and make a small profit. It is difficult for merchants who cannot make money to consciously ensure the quality of goods and after-sales services and eliminate fakes.

“Price war” turns into “ecological war”

In the opinion of many industry experts, as my country's e-commerce development becomes increasingly mature, the physical retail industry has also joined the "camp" of w88 online casino betting shopping promotion festivals, and O2O will be an important development direction of e-commerce.

At present, the integration of e-commerce and traditional retail is becoming more and more obvious. For example, Alibaba invested HKD 5.37 billion in Intime, strategically invested NT$28.3 billion in Suning, and JD.com invested NT$4.3 billion in Yonghui Supermarket. They have all expanded offline through self-building or acquiring O2O assets. Mo Daiqing, director and senior analyst of the w88 online casino betting Retail Department of the China E-Commerce Research Center, believes that whether it is "6·18" or "Double 11", physical businesses are also making full use of the Internet to transform their business models.

Sun Yanliang, a special researcher at the China E-Commerce Research Center and founder of Liangce E-commerce, believes that whether it is the new platform ecological competitiveness created by Alibaba and Suning, or another large-scale e-commerce ecological camp formed by JD.com and Tencent integrating portals, traffic and data, from integration, aggregation and then integration, the ecological development of future e-commerce and systematic competition have begun to become clear.

In addition, the advancement of technology-driven e-commerce is also becoming prominent. For example, JD.com launched a "smart store" and sent the first order of a drone to a rural area. Suning.com increased its investment in big data and launched a price comparison tool called "Small Radar".

And "live broadcast + Internet celebrity + e-commerce" has also become a new model derived from the Internet celebrity economy. JD.com and NetEase cooperated to use the Internet to broadcast the 618 battle, Alibaba Suning created IP products, Gome Online cooperated with Longzhu Live Broadcast... In this regard, Cheng Xusen, associate professor at the Department of E-Commerce, w88 casino of Information, w88 casino, and other experts believe that the injection of new elements such as Internet celebrities, live broadcasts, videos, and social networking have increased traffic entrances and marketing channels for e-commerce, and the role of social networking in driving the development of e-commerce will become increasingly obvious. Promoting the transformation of the real industry, stimulating domestic demand and consumption, and economic growth should be the ultimate goal of e-commerce companies striving to create a new ecosystem.

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