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Prices first and then reduce prices? Economic Daily: E -commerce promotions should first put the consumer experience first

via:新浪科技     time:2022/6/13 8:00:43     readed:83


E -commerce promotions should take the first place in the consumer experience

Lang Jingning

This year's "June 18" e -commerce promotion has been given multiple positive significance to promoting consumption recovery, helping enterprises' rescue, and boosting industry confidence. A few days ago, the State Administration of Market Supervision and Administration issued the "Working Tips on Regulating the" 6 · 18 "Network Promotion Operation Activities" to guide platform merchants to integrate the law and abide by laws and regulate the promotion activities in an orderly manner, and strengthen the relief assistance to small and medium -sized merchants. Increase support for small and medium -sized merchants, and help small and medium -sized merchants reduce burdens and increase their income.

As a typical representative of the new format of the digital economy, online retail has become a new engine to drive consumption. According to data from the Ministry of Commerce, as of June last year, the scale of online shopping users in my country reached 812 million. The express delivery service industry has developed rapidly, and its business volume ranks first in the world. The "cake" of e -commerce is getting bigger and bigger, but there are many problems. For example, some products appear "fictional original price", "first increase price and then price reduction" and other promotional routines, hidden restrictions under preferential names such as red envelopes and direct brand falls ... These behaviors have made low -price promotion shopping festivals become consumers. A "arithmetic fighting method" with some merchants fighting wisdom and bravery to erode users' trust in e -commerce platforms.

In response to the chaos of online promotion, the e -commerce platform actively regulates promotional behaviors and maintains the market environment. It is essential for maintaining user stickiness and maintaining brand value.

First of all, the e -commerce platform must really put the consumer experience first. With the popularity of group purchases and live broadcasts, the discounts of commodities have become "common meals". If the "shopping festival" is used as a "routine festival" to a certain extent, consumers will gradually lose attractiveness. In this regard, the e -commerce platform should take the initiative to implement the main responsibility, and do its best to take the responsibility for the review and verification of the traveler. The buyer must not make the buyer's money and brainstorm, and improve the consumption experience. Today, the time nodes and gameplay of e -commerce promotion are generally similar. How to strengthen innovation and develop more new models, new formats and new scenarios to better stimulate consumers 'freshness and better attract users' lasting attention. The direction of hard work should be focused.

Secondly, the e -commerce platform should continue to serve small and medium -sized merchants. In the online promotional activity, small and medium -sized merchants, on the one hand, want to seize the traffic dividend of e -commerce promotion, but on the other hand, if they bear the promotion costs themselves, they will undoubtedly squeeze their meager profit space and let them fall into the " The embarrassment of losing money ". Therefore, the platform should try its best to reduce the marketing costs of small and medium -sized merchants, and it is also tilted in traffic distribution, in order to stimulate the enthusiasm of small and medium -sized merchants to participate in the Internet promotion, help them out of the temporary dilemma, and achieve long -term cooperation of mutual benefit and win -win.

At present, the prevention and control of the epidemic in many places has achieved staged results, and some of the restrained online shopping needs will be released during the "6.18" period. Either "6.18" or "Double 11". The e -commerce platform that initiated the Internet promotion should be "subtracted" on the promotion routine and the "addition" in support for small and medium -sized merchants. The "war report" after each shopping festival should not be rising, there should be no trading figures of major e -commerce platforms, but also the real sense of gain and consumer satisfaction of small and medium businesses.

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