From the perspective of consumers

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But also raises consumers' expectations of discounts - not comparing with daily prices, but comparing with "a previous low price." Secondly, online platforms are more fragmented, including Tmall, JD.com, Pinduoduo, Douyin, Kuaishou, vertical e-commerce, private domain, distribution and offline. With more platforms, the difficulty of price control increases exponentially. How to balance the relationship between platforms in terms of price and goods (competition between them is fierce) is also a huge challenge for brands.



For example, as early as April 6 this year , Pinduoduo number data announced a 10 billion yuan subsidy to officially launch the "Digital Home Appliance Consumption Season". On the basis of the 10 billion yuan subsidy, it invested " 1 billion real money" to provide additional subsidies for all categories of digital home appliances, allowing consumers to experience "every day is 618 " - it is almost a blatant target for JD.com's 618 . Finally, with supply .



The end is more involuted. With each big promotion, more merchants participate and traffic becomes more expensive. It is said that this year is the year with the most new products in JD.com's 618. so many products and various discount forms are overwhelming, which further increases the cost of decision-making. Although it is difficult , merchants must be prepared for the big promotions, especially the 618 and Double Eleven twice a year. The two big promotions are still the key nodes that most consumers look forward to buying. Especially this year when consumer confidence is insufficient and decision-making is more cautious, if merchants miss the big promotion nodes, the pressure throughout the year may be even greater.