Everyone is looking at what they can buy in the 618 mid-year promotion, but why is this scene so deserted this year? The e-commerce platform is dead, the shopping cart is empty, and even the excitement of posting orders in the circle of friends is gone. What happened to make this once-thriving shopping festival so depressed? We need to figure out the story behind this.
First of all, this deserted scene is not unrelated to the post-pandemic economic impact. Everyone's wallets are tight, and life is going to be budget-conscious. In the past, the 618 Shopping Festival can be said to be a carnival for buyers and a feast for sellers, but this year, people's consumption concepts have changed significantly.
Many people are beginning to pursue a higher cost performance, no longer buying casually, but carefully choosing. In addition, consumers have gradually become tired of the promotional methods of e-commerce platforms. In recent years, various marketing gimmicks such as "buy one get one free", "seckill", and "half price" have emerged in an endless stream, and consumers have been bombarded with these promotional activities.
Once a brand or product has a bad review on Weibo and Xiaohongshu, it will soon be amplified and affect consumers' choice. This phenomenon has made many shoppers who originally planned to "chop their hands" hesitate.
More people are turning to the second-hand market or choosing more environmentally friendly ways to consume. The rise of the second-hand market is a response to sustainability because it is more affordable, reduces waste, and responds to the call for sustainability. This change in consumption mode is also an impact on the new product market.
Those friends who used to post crazy orders have performed very differently in the circle of friends this year. At this time in previous years, you can see a screen full of photos of orders, and the happiness after all kinds of "chopping" is exposed. This year, the circle of friends is more about travel photos, fitness results or warm moments of family gatherings, and the content of shopping is significantly reduced.
This change is not only a simple change in consumer behavior, but also a deeper reflection of the change in people's pursuit of quality of life. Shopping is no longer the only form of entertainment, and people are starting to look for more meaningful activities to enrich their lives.
In this context, it is not difficult to understand the deserted scene of the big promotion in 618. Consumers have become more sensible, and the promotion strategy of e-commerce platforms also needs to keep pace with the times, otherwise it will be difficult to touch the hearts of customers. Merchants need to rethink how to provide truly valuable goods and services to attract consumers in the new consumption environment.