B2C Price War Triggering Consumers' "Aesthetic Fatigue Syndrome"

Perhaps it was the sweetness of the "double 11" that Taobao launched in the first half of the month, was on the other hand promoting the "double 12" for another promotion day. Propaganda 。

Not just Taobao, including Jingdong, Dangdang, etc. Electronic Commerce Most of the websites have been added to the "double 12". Promotion Activities.

B2C plunged into a vicious circle of sales and consumers questioned "gold content"

Miss Zhao, who missed Taobao's "double 11" buying war, has more expectation than other people for the upcoming "double 12 rush" purchase activities. "Many of my colleagues around here have been stealing the baby in double 11. The price of the same commodity is much cheaper than usual. It's really worth it." Miss Zhao also envied and regretted that.

Perhaps it was the sweetness of "double 11" that Taobao launched in half a month ahead of schedule, promoting the "double 12" promotion of another big day for the plan. Not only Taobao, including Jingdong, Dangdang and other e-commerce sites, but also have no exception to join the "double 12" promotional activities.

But in December 12th, it did not bring any surprise to Miss Zhao. There was a small number of discount products in Taobao.

"In the only discount category, I glance at the price of Nike shoes in Taobao mall, which is between 300-400 yuan, and the same kind of merchandise I saw on a shoe buying website has always been the price range, and I didn't feel any benefit from it." Miss Zhao said.

The most frustrating thing for Miss Zhao is not only the fact that the price is too high. During Taobao's "double 12" period, Alipay repaid the 120 thousand red envelopes in the full 100 delivery 100, and Miss Zhao found that it was necessary to upload personal identity cards to the front and rear parts, which made Miss Zhao shout and annoy: "it's too much trouble. You have to upload a copy of your ID card to buy something, so you can't afford to buy it."

Although Taobao's "record" is very prominent after that, other e-business websites have also made frequent achievements, but many netizens do not seem to be buying it. Many friends in the "double 11" to grab the baby may not have begun to use, and even the packaging did not have time to tear down, and another wave of rush to buy the face of war, which makes many consumers feel too tired, but also a lot of doubts, they said that the purchase of no sale of refined, so frequent merchants "lose money," how much gold content, perhaps only businessmen themselves understand.

In fact, consumers' concerns are not unreasonable. Some netizens said that in the process of "spike killing", they felt that the "double 11" was fully prepared by businessmen. Therefore, in terms of quantity and quality, they were relatively guaranteed in terms of quantity and quality. But in the "double 12" activities, it was obvious that there were fewer kinds of goods available for spike buying and fewer quantities.

Netizen "I am a little bird" said that some of the promotional items in Taobao's sales promotion first increased in price and then offered a discount. Even after 50 percent off, the price was even more expensive than the same commodity that did not do activities. "The ITO pull rod box priced at 588 yuan in activity is priced at only 200 yuan on other shops on Taobao, so the discount is almost the same as the original price."

Poor shopping experience also makes consumers complain. In the first few hours of the 12 day of the big promotion, many consumers reflected that the network was "very congested" at that time. The web page that only needs a few seconds to open usually had to wait for several minutes to display. In addition, "Alipay" paralysis "can not be paid", "Taobao network opened very slowly", "cash can not be used when the red envelope payment" and other phenomena have let consumers cry.

Get rid of the "price war"

Can we embark on the "quality war"?

Not only is Taobao, but many shopping websites have launched promotional activities on the "double 12" day. Even on weekdays, many netizens will receive sales promotion messages with discount and coupons on the shopping website. The web page is also flooded with various kinds of goods sweeping, half price, packet mail and spike killing. It seems that a casual reason can set off a price war for online merchants.

Consumers who have been baptized by several wars are becoming more rational. The news of China news is on Sina micro-blog, with "double 11, will you participate in the frequent price war launched by the electricity supplier?" According to the survey, 42% of the 240 netizens surveyed chose not to participate, only 56 chose to take part in it, and 35% thought it would be okay if they did not participate.

The promotional activities that should have brought benefits to consumers have caused many consumers to "complain". The frequency of frequent promotions has begun to make some netizens feel "aesthetic fatigue" from the initial "eagerly looking forward". In fact, this is a concentrated reflection of the development of e-commerce.

If more and more e-commerce websites compete for the price of low prices and discounts forever, they will not only make consumers more numb, but the promotional effect is not satisfactory. It will also have no positive effect on improving the quality of website products and improving the service operation capabilities of websites.

With the advent of Christmas and new year's day, the real season of promotion is also coming. Some of the sales promotion activities before these days are too fierce, and the shopping enthusiasm of consumers has declined. Perhaps, when they consider the marketing methods, they should also pay attention to skills.

Only promotions are not enough. Targeted and capable operations can better stimulate consumers' demand for online shopping.