【Economic】 Crazy Chinese like make festivals
陶Aaron 陶Aaron
Chinese people like to celebrate festivals, such as the traditional Lantern Festival, Dragon Boat Festival, Mid-Autumn festival, Spring Festival, etc. Later, as more and more western festivals are introduced into China, such as valentine's day, Thanksgiving Day, Christmas, black Friday, etc., 20 or 30 festivals can be held in a year.
The commercial department store business below traditional line also often makes discount sale promotion and publicize an activity with all sorts of holidays, as if every festival is so grand and grand.With the rise and development of e-commerce, with the help of the Internet, marketing means are more diversified.
Various major e-commerce platforms create various festivals to promote consumption. Alibaba's "1111" should be regarded as the founder of China's e-commerce festival, and its fame and fortune make many e-commerce platforms covet creating their own festivals.
JD's 618, Suning's 818, Vipshop's 12.8 and so on have set up their own platform flag one after another, in addition, there are various half-year celebration, anniversary celebration, bosom friends festival, butterfly festival, foodie festival, wayward festival and so on, which make consumers dazzled.
When it comes to e-commerce, "double eleven" is an eternal topic.A decade ago, an online shopping promotion in the name of singles' day was born, and perhaps no one expected it to grow into a global shopping carnival day.
The annual "double eleven day" is also experiencing some changes for online shoppers. From the initial attempts, to the crazy and to the rational, it also reflects the development of e-commerce in China.
Although the number of transactions is still growing this year, many consumers have lost their enthusiasm, just as people have grown up, and the New Year has not been as enthusiastic as when they were young. "double eleven" is more like a spice of life, rather than a necessity.
Similarly, Alibaba is aware of the changes of consumers and seeks for new breakthroughs and innovations every year. However, it has to be said that the number of "double eleven" is increasing, but the competition of merchants is becoming increasingly fierce.
Where will the e-commerce "making festival" end?
China pays attention to human society, and people maintain social relations and conduct human exchanges through festivals.In addition to the influence of traditional customs, the habit of buying before the festival has been formed for a long time. Traditional offline merchants also take this opportunity and often carry out activities to promote sales during the festival.For e-commerce, from the moment of its birth, it seems to be equated with low price. In the era when flow dividend broke out, e-commerce channels were more flat, and the benefits of the original channels were cut back, so that consumers could get the benefits naturally.
In addition, on the one hand, e-commerce platforms offer discounts and promotions through various "making sections" to attract more consumers to carry out online shopping and gradually cultivate online consumption habits.
Must also be mentioned that the Chinese online consumers after more than ten years of honed, has gradually return to rational, they are no longer simply focus on price, and pay more attention to product quality, quality, service and individual factors, such as electricity build "section" of the influence of impulsive consumption will gradually weaken, the holiday spree behind the Numbers game, will eventually return to calm.
