"I don't know when e-commerce activities have changed, and there are more and more dazzling activities, but the benefits are getting less and less," one netizen lamented.
In fact, in recent years, many people have felt this way. The e-commerce activities that used to be eager to stay up late to snap up are now far less attractive to people than before, and many people don't know what exactly Double 11 activities are and when they will start.
There is a saying that scarce is expensive. When the original rare promotional activities become the norm, e-commerce promotions also seem more and more "cheap". Whether it is for e-commerce platforms or consumers, e-commerce promotions have reached the time when they have to change.
This year's e-commerce New Year Festival event is a strong signal of the great change in e-commerce. E-commerce platforms such as Tmall, JD.com, and Vipshop have not only changed the gameplay of the New Year Festival, but also increased the intensity of home delivery for the first time.
Tmall abandoned the long-standing single full reduction game, and the New Year Festival simply and directly adopted the "one piece immediately reduced" gameplay. Vipshop has continuously expanded the variety and quantity of goods on the basis of the direct decline of single pieces in previous years, and the number of products participating in the event has exceeded tens of thousands.
Whether it is Tmall or Vipshop, they are constantly subtracting in the e-commerce promotion game, making the dazzling promotion simple and direct, and adding to the discount, so that consumers can feel more sincerity and get more discounts.
E-commerce gameplay is returning to its original appearance. Some netizens said: "I usually don't pay much attention to e-commerce promotions, I heard that this year's New Year Festival directly reduced one piece, only to click on it to take a look, I have to say, I feel that the change is obvious, the original e-commerce is back." ”
The change in promotional activities is only a microcosm of the current change in e-commerce trends. Home delivery, which has been complained about by many users, has also become a focus area for major e-commerce companies this year.
Tmall and Cainiao jointly announced that they will deliver to their homes this year, and even said that "if they don't pay, they will pay". Vipshop will "not close" during the Spring Festival, and SF provides door-to-door return and exchange services, "rolling to the end" in the delivery industry. JD.com not only achieved township-level home delivery, but also shortened the delivery time to about one hour in the town.
On the whole, this year's major e-commerce festivals are the simplest in terms of gameplay, but the intensity of home delivery is the largest. Under these changes, everyone's chopping passion has also begun to recover. Vipshop data shows that the sales of snack gift bags soared 10 times year-on-year, the sales of nut gift boxes increased by 271% year-on-year, and the sales of liquor and fruit wine increased by 144% and 177% year-on-year.
The wind direction is already obvious, e-commerce is moving towards the road of high-quality development. The complex gameplay that was popular is being abandoned, and e-commerce companies are beginning to attract consumers with greater discounts and more humane services, and consumers are responding to these e-commerce in their own way