Recently, the Double 11 event officially began, and e-commerce platforms such as Tmall , JD and other e-commerce platforms have launched pre-sale activities. Compared with previous years, the changes in Double 11 this year are very obvious, sending an extraordinary signal.
The first change is the change in the activity rules. Tmall Double 11 cross-store sales of 50 yuan for RMB 300, JD.com will get 50 yuan for RMB 299 or RMB 100 yuan for RMB 1,000, and , Douyin and will get 30 yuan for RMB 200. Compared with previous years, the discounts on Double 11 this year have been significantly improved. In addition to discounts,
has also become simpler and more direct this year's gameplay. For example, Vipshop is a special gameplay that is "one price to the end". There is no discount or order collection. It directly uses the simplest gameplay to make the most powerful promotion. What you see is what you get.
has also changed a lot in terms of activity time. In the past, the "zero-hour purchase" was the same as in war, but this time was directly advanced to 8 pm, so consumers can have more time to purchase goods.
The second change is the change in logistics. E-commerce companies such as Tmall and JD.com, together with logistics companies such as Cainiao, JD.com Logistics , SF Express , and jointly issued a statement to ensure that goods are delivered to the door.
For example, JD.com made a harsh statement this year, requiring merchants to ship orders from October 30 to November 3 within 48 hours, and have a logistic collection record that can be checked, as the platform's scoring measures for merchants. Vipshop has been taking SF Express to return and exchange products, and this service has been persisting in for many years.
Some e-commerce insiders said: "This year can be said to be the year with the largest door-to-door delivery on Double 11. In the past, everyone pursued selling more or delivering faster, but this year it became a delivery to home." The third change in
is a change in service attitude. Tmall Taobao has launched a "exclusive manual customer service for retired elders" this year for the elderly. This batch of customer service will help elderly users to appeal and protect their rights, help with returns and refunds and other services.
When most companies began to enable digital customer service, Vipshop has expanded its customer service team "retro" to date. As of now, the scale of Vipshop's manual customer service has exceeded 2,000 people, and has maintained 24-hour online service to member users.
The changes in the direction of e-commerce can also be seen from the official policies. Before Double 11 this year, Shanghai issued eight compliance requirements. It is clear that the platform does not use promotional routines, and it is prohibited to adopt false discounts and false pricing. The platform promotion rules should be simple and easy to understand.
It can be clearly seen that the center of gravity of e-commerce platforms has changed. In the past, everyone looked at cold numbers such as transaction volume, transaction volume and . Now e-commerce has begun to be people-oriented, taking consumers as the center, and conducting high-quality development in all aspects of event gameplay, door-to-door logistics, and service quality.
