The two major e-commerce companies announced their sales results this year. Jingdong’s sales growth rate has increased, while Alibaba’s sales growth rate has declined. However, from the consumer perspective, consumers’ It is not as enthusiastic as in previous years, and this result is caused by many factors.
First of all, there are too many traps. With the improvement of living standards, consumers are now increasingly recognizing brands. After all, the quality of branded products is more reliable. However, when consumers are shopping, they often find that some e-commerce merchants are not registered in the place of delivery. , Especially the fresh products, which causes consumers to question the quality of the merchants; the products displayed by some merchants on the e-commerce platform are different from the products received by the consumers, which leads to consumers' lack of product quality. trust.
Secondly, the discounts set by e-commerce companies are too complicated, and even some discounts are hidden in the pan. However, for most consumers, they do not have the thought and time to study these hidden discounts. The so-called discounts are often difficult to enjoy. , So that consumers’ happy shopping mood is affected.
During the shopping process, some e-commerce platforms stipulate that the payment price on November 11 is more favorable, which will inevitably affect the mood of consumers. People who pay in time will have to pay more money, and some consumers worry about paying on November 11. Will lead to delays in receiving goods, which consumers do not want to see.
What's more, some merchants increased their product prices before Double Eleven, and then offered discounts on Double Eleven. However, the discounted prices were higher than usual. This routine has become familiar to consumers. It’s ridiculous that some consumers noticed that some products canceled the discount after midnight on Double Eleven, and the price immediately dropped, but the price was even lower than the price after the Double Eleven discount. This caused a large number of consumers to cancel their orders and place them again. single.
The above-mentioned reasons have led to consumers’ enthusiasm for Double Eleven shopping as they did in the past. Should e-commerce continue to promote this type of shopping festival, perhaps should we reflect on whether it is purely to promote Double Eleven sales is really appropriate? Will the positive or negative impact of the long-term development of China be greater?
The competition brought by the new e-commerce platform Pinduoduo is also affecting the two major e-commerce Double Eleven. Compared with the two major e-commerce companies, Pinduoduo has a lot of discounts, directly lowering prices and allowing consumers to enjoy To the fun of low prices, without having to go deep into various discounts and die too many brain cells.
Compared with the two major e-commerce companies in the two major shopping festivals for preferential promotions, Pinduoduo’s tens of billions of subsidies are carried out throughout the year. Some analysis pointed out that Pinduoduo’s commodity prices are generally 10% cheaper than the two major e-commerce companies, which led to media comments When commodity prices are more and more like to quote Pinduoduo's pricing, this also has a huge impact on the two major e-commerce companies.
Because the price of Pinduoduo’s products is relatively affordable, in recent years, Pinduoduo’s number of users has maintained a rapid growth momentum. Its number of users has long surpassed JD.com. Compared with Alibaba’s number of users, it is only a few million. It can be said that Pinduoduo Step by step is pressing Alibaba.
Faced with the rapid rise of Pinduoduo, the two major e-commerce companies should probably consider how to serve consumers, change their existing problems, and truly let consumers have fun, otherwise Pinduoduo will surpass the two major e-commerce providers and change the domestic e-commerce pattern It will be difficult to avoid.
11 years have passed since the Double Eleven Shopping Festival, and domestic consumers have matured a lot. They are no longer attracted by some so-called discounts. In addition to considering prices, they will also consider factors such as shopping experience and product quality. , For e-commerce, it should also keep pace with the times, instead of blindly fooling consumers.
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