Taotian Group announced the cancellation of the pre-sale mechanism, and the market analysis of the e-commerce platform industry

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China Research Network

Taotian Group announced the cancellation of the pre-sale mechanism before the 618 promotion in 2024, a change that has indeed attracted widespread attention. The pre-sale mechanism has been an important part of the e-commerce promotion in the past decade, but this year, Taotian Group chose to simplify the process and directly start the promotion in the form of spot sales.

After the pre-sale mechanism is abolished, consumers will be more direct and quick when purchasing goods, reducing the time of waiting for the final payment after the pre-sale ends. At the same time, merchants also need to prepare enough inventory in advance to meet the needs of consumers.

From a consumer perspective, the removal of the pre-sale mechanism means they can get their goods faster, reducing the waiting time. At the same time, if there is a problem with the product, the consumer can also apply for a return or exchange faster, because it is all sold in stock, and there is no need to wait for the production and delivery of the pre-sale product.

For merchants, the removal of the pre-sale mechanism can present some challenges. They need to more accurately forecast market demand and have enough inventory ready in advance. In addition, they need to complete order processing and shipping in less time to ensure the shopping experience for consumers.

However, Taotian Group's cancellation of the pre-sale mechanism this time is also based on in-depth insight into market trends and consumer needs. With the continuous development of the e-commerce industry, consumers are becoming more and more demanding in terms of shopping experience, and they are more in pursuit of fast, convenient and efficient shopping methods. Therefore, the cancellation of the pre-sale mechanism is also to better meet the needs of consumers and improve the shopping experience.

Overall, Taotian Group's cancellation of the pre-sale mechanism is a bold and wise decision. It simplifies the shopping process and enhances the shopping experience, while also placing higher demands on merchants. We look forward to seeing how this change affects this year's 618 promotion.

By the end of 2022, there were 845 million online retail users in mainland China, accounting for 79.2% of the total number of Internet users. E-commerce platforms have profoundly changed the pattern of consumer behavior, not only expanding the scope of consumption space, but also extending the length of consumption time, so that consumers can choose and buy the goods and services they need 24 hours a day, all year round, regardless of whether they are in a bustling city or a quiet village. Online spending at night has accounted for up to 40% of the day's spending.

At present, the listed companies in the domestic retail e-commerce industry mainly include Alibaba (BABA), Pinduoduo (PDD), JD.com (JD), Vipshop (VIPS), Yatsen E-commerce (YSG), Suning Tesco (002024), Dada (DADA), Antarctic E-commerce (002127), China Youzan (08083), Weimob Group (02013), BESTORE (603719), Baozun E-commerce (09991), Xiaoxiong Electric (002959), GOME Retail (00493), Three Squirrels (300783), OneNet (300792), Beauty Beauty (605136), Guangyun Technology (688365), Worth Buying (300785), Lexin (LX), Shuiyang (300740), Kute Intelligent (300840), Ruoyuchen (003010), 1Yaowang (YI), Yunji (YJ), Qudian (QD), Babytree Group (01761), Uxin (UXIN), Mushroom Street (MOGU), Tuanche (TC), etc.

As consumers have higher and higher requirements for quality and service, e-commerce platforms have also begun to develop in the direction of branding. Many e-commerce platforms have begun to introduce high-quality products and improve the quality of after-sales service to enhance their brand image. At the same time, the e-commerce platform itself has also begun to establish its own brand image, such as JD.com's "JD self-operated", Tmall's "Tmall Supermarket", etc.

In 2022, JD.com's annual net income exceeded one trillion yuan for the first time, with an annual net income of 1,046.2 billion yuan, a year-on-year increase of 9.9%.

According to the analysis of the China Research Industry Research Institute:

The development status of the e-commerce platform industry presents the following characteristics:

Market size continues to grow: The transaction volume of e-commerce platforms continues to grow, for example, the size of China's e-commerce market reached 43.8 trillion yuan in 2022, an increase of 3.5% over the previous year. The number of users is also expanding, with the number of online shopping users in China reaching 841 million in 2022, accounting for 80% of the total number of Internet users. It is expected that the market size of e-commerce platforms will maintain relatively stable growth in the next few years.

Mobile goes mainstream: With the popularity of smartphones, mobile shopping is becoming mainstream. More and more consumers are shopping through mobile apps, and mobile has accounted for an increasing proportion in the past few years, and it is expected to continue to grow in the future.

The rise of cross-border e-commerce: With the acceleration of globalization, cross-border e-commerce has developed rapidly. Major e-commerce platforms have expanded overseas markets and provided more overseas product options, which has stimulated the growth of the cross-border e-commerce market.

Fierce competition: Major e-commerce platforms have launched various innovative measures to attract users and increase market share. At the same time, e-commerce platforms are also constantly exploring new business models and ways to make profits to adapt to market changes and meet the needs of users.

The rise of social commerce: The popularity of social media has provided e-commerce platforms with rich social elements and new shopping experiences. Through the combination of social media platforms and e-commerce platforms, social e-commerce provides consumers with more convenient and personalized shopping services.

Technology-driven innovation: E-commerce platforms are becoming increasingly intelligent, using artificial intelligence and big data technology to conduct in-depth analysis of consumers' shopping behavior and provide a more personalized shopping experience. At the same time, e-commerce platforms are also strengthening research on technologies such as blockchain to improve data security.

Green and sustainable development: E-commerce platforms pay more attention to environmental protection and sustainability to meet consumer needs and protect the environment. Many e-commerce platforms have begun to adopt measures such as green packaging and carbon emission reduction to promote green and sustainable development.

In short, the e-commerce platform industry has shown a positive development trend in terms of market size, user scale, mobile shopping, cross-border e-commerce, competitive landscape, social e-commerce, technological innovation and green and sustainable development. In the future, e-commerce platforms will continue to explore new business models and profit methods to promote the sustainable and healthy development of the industry.

In the past year, there were 21.86 million short videos of Douyin e-commerce trailers selling agricultural products, and the total time of explaining agricultural specialties in the live broadcast room was 37.78 million hours, and the sales of agricultural specialties driven by shelf scenes increased by 137% year-on-year.

The layout of the agricultural goods e-commerce platform in the sinking market will help promote the access of agricultural goods to the Internet and drive the upward movement of agricultural goods, access more agricultural resources for the demand side, and drive the continuous upgrading and development of the supply side. At the same time, consumers' demand for agricultural products continues to escalate, and helping agricultural goods establish brand operation is also an important force for e-commerce platforms in the future.

The relevant person in charge of the Ministry of Commerce said that it will work with relevant departments to play a guiding role in financial funds, further promote the tilt of resource elements to the rural market, accelerate the completion of rural commercial facilities and public service shortcomings, improve the county and rural logistics and distribution system, develop new models such as common distribution and instant retail, promote the high-quality development of rural e-commerce, broaden the upward channels of agricultural products, promote farmers' income and rural consumption, and help comprehensively promote rural revitalization.

What new challenges and opportunities will the industry face in the coming years? The report elaborates and analyzes the current situation of the e-commerce platform industry, various business indicators in the market, the status of key enterprises, and the development of the regional market, focusing on the development of the e-commerce platform business, and analyzes the potential risks and prevention suggestions of the e-commerce platform industry according to the policy and economic development environment of the e-commerce platform industry.

If you want to know more about the detailed analysis of the e-commerce platform industry, you can click to view the research report of China Research Institute Puhua

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