Summary:
"Double 12" met with a cold e-commerce promotion routine, and consumers didn't buy it. "The" Double 12 "started, but I forgot all about it." The reporter observed that there was "Double 11" in front of it, followed by the New Year's promotional New Year Festival, and the "Double 12" sandwiched in the middle became an embarrassing promotional festival. And the "Double 11" post explosion
Consumers don't buy the "Double 12" e-commerce promotion routine
"It turns out that the" Double 12 "has started, but I forgot all about it." The reporter observed that there was "Double 11" before, and then the New Year's Day promotional New Year's Festival will follow. The "Double 12" sandwiched in the middle has become an embarrassing promotional festival. However, the price difference of L'Oreal bottle masks after the "Double 11" and the false delivery of Winona by the China Consumer Association made the "Double 12" this year seem rather bleak. E-commerce industry experts pointed out that as early as five to six years ago, the "Double 12" had a high degree of attention, but in recent years it has been showing a downward trend. "The platform is not as important as before, the merchants do not have much support, and the participation of natural consumers is not high". In addition to the fact that many consumers are tired of the "routine" of e-commerce platform promotion, small and medium-sized businesses are mixed up, and it is difficult to feed back many after-sales problems. They are tired of frequent promotions, festivals and other means of e-commerce platform.
Wen Jing, a full media reporter of Guangzhou Daily
Low participation of "Double 12" cold consumers
For this year's "Double 12", many consumers are not enthusiastic. They told reporters that the "Double 11" has lasted for a month. From October to November 11 this year, they bought what they wanted to buy, not what they planned to buy. On the other hand, this year's "Double 12" discount is not strong enough. "It's a conventional full reduction and subsidy discount", said Ms. Tan, a consumer. For example, the price of SKECH children's sneakers is 300 yuan, and the store will pay 160 yuan for the "Double 12". If you participate in the full reduction of subsidies on Taobao platform, 30 yuan will be reduced, and 130 yuan will be bought. "In fact, when the online store cleared the goods, the price of children's sneakers worth 300 yuan was also 160 yuan after the discount. Now, the" Double 12 "is only full or reduced, but it still needs to buy other things to make up the order.".
According to insiders of e-commerce platform, "Double 11" has just passed. In addition to the early New Year holiday next year, the New Year's Day is instead the "top priority" of platform promotion before the New Year holiday, and more resources will be invested. So this year's "Double 12" is just a regular promotion.
Getting into the "strange circle" of sales promotion offline offers are more practical
The promotion "routine" of e-commerce festival has been criticized in recent years. During the "Double 11" and "Double 12" periods, the "expected hand price" advertised on the promotion page of the store is not simply achievable. The reporter opened its Taobao shop page and randomly clicked on a brand of sneakers. The page said that "the expected hand price" was from 156 yuan, and to reach "156 yuan", in addition to the "Double 12" store discount itself, it also included a cut of 60 yuan from 400-100... Ms. Tan said that in fact, the so-called "expected hand price" had threshold and rules. Once you get to "Double 11" and "Double 12", it is more difficult than the math problems in reading.
In addition, the reporter found that during the promotion period of these festivals, the full and reduced coupons launched by some stores, such as "RMB 700 plus RMB 100", belong to "member receiving", in other words, to get coupons is to become a member of the store.
With more and more e-commerce promotion routines, many consumers find that sometimes the so-called "big promotion" online is more practical than not offering discounts at online and offline stores. Miss Chen often bought a brand of clothes. She wanted to take advantage of the e-commerce promotion in November, but found that not only the discount was not strong, if she was dissatisfied with the reduction, she would only get 20% off, but also out of stock. "Later, I went directly to the offline brand Olai store and directly gave a 60% discount. Every size was available, and I didn't need to add members.".
In the context of frequent promotions on e-commerce platforms, the issue of "low prices" has attracted much attention during e-commerce festivals. In November this year, China Consumer Association reminded consumers that "low prices" should not be superstitious.
Inadequate control of e-commerce platform stores makes it difficult to safeguard rights
In addition, today's e-commerce platform has a wide range of stores, which are uneven, lax, unreasonable search settings, and consumers spend a lot of energy in the screening process. In case of after-sales problems, it is even more difficult to safeguard rights.
A few days ago, a consumer, Miss Li, helped her children buy school uniforms on Taobao. She placed an order in a shop called "Guangfo School Uniform Trade", but the store has not delivered the goods. After waiting nearly half a month, Miss Li asked the store to return the goods, but the after-sales service didn't reply.
So, Miss Li called the customer service number left on the shop page. After the call, "customer service" said that the factory was temporarily out of stock and could help check the order. Five minutes later, the "customer service" called back Miss Li and said that she could not find the order at all, Miss Li met the same situation when she placed an order to buy the school uniforms from another shop on Taobao, but the only factory that produced such uniforms, Taobao Store, did not show up in the search results of the school uniforms. After complaints, Miss Li got a full refund after communicating with the platform.
The reporter entered the name of the school uniform on Taobao to search, but still could not find the shop of the school uniform manufacturer. Only by finding the factory's public account, and then searching on Taobao according to the name of the factory, can we find the shop owner of the factory. "After my complaint, Taobao only removed one of its stores from the shelves and claimed to support small and micro enterprises, so it ranked this store in the front row, but didn't even check the customer service phone number on the store page?" Miss Li still had a comment on Taobao's handling.
The Shopping Festival should return to the essence of improving business integrity
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 the founder of Dolphin Club, told reporters that "Double 11" and "Double 12" are two festivals created by Ali. In fact, not only "Double 12", but also "Double 11" has attracted less attention in recent years, but the decline of the former is more obvious. He pointed out that the current live broadcast has weakened these two festivals of traditional e-commerce, because the live broadcast itself is a low price promotion, which is no longer new to consumers. "In fact, it is also bad for consumers, and will be tired".
Cui Lili, executive director of the E-Commerce Research Institute of Shanghai University of Finance and Economics, said, "There are many e-commerce consumption festivals themselves. In addition, this year's consumer promotion activities are held all over the country, which has caused 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 price difference event of L'Oreal bottle mask and Winona's false delivery, will more or less affect the battle effectiveness of businesses, anchors and consumers in the "Double 12".
Industry insiders said that the development of the shopping festival should return to the commercial essence, pursue high-quality development, highlight the characteristics of quality, innovation, personalization, etc. from the commodity, and adjust the supply according to different consumer needs to meet more hierarchical users.
