【cnmo news】Every year, Double Eleven is a shopping carnival for consumers, consumers have harvested their favorite goods, the platform has obtained a higher GMV year by year, and the sales of merchants have also risen, which can be said to be a win-win situation. However, in such a carnival full of "money atmosphere", NetEase Yanxuan withdrew from the Double Eleven activity from last year. Recently, netease yanxuan ceo returned in an internal letter why he quit double eleven.
Liang Jun, CEO of NetEase Yanxuan, said that Double Eleven should be a "road" for users to preferential consumption, but now it has been designed by many merchants as a "labyrinth", so NetEase Yanxuan proposed to withdraw from this "double eleven full of routines, advocating consumerism, and changing tastes". NetEase Yanxuan gave up the "face" of sales data, allowing users to harvest the "Lizi" of a better life.
At the important moment when many e-commerce platforms actively held double eleven activities, NetEase Yanxuan made such a behavior really made it the focus of public opinion, and some netizens praised it as "out of the mud without staining". Of course, many netizens also said that the reason why NetEase Yanxuan withdrew from Double Eleven was because there was not enough money in hand. However, liang Jun's "double eleven flavor" is indeed a reality, and countless merchants first raise prices and then reduce prices, creating an illusion that consumers have enjoyed preferential treatment. Many consumers said that the goods purchased during the Double Eleven period not only did not reduce the price, but were much more expensive than usual. Now that the chaos of double eleven has emerged, how to make merchants and platforms return to their original intentions and change the taste back, I am afraid that it will require the regulatory authorities to "strike hard".