After the rise of Internet e-commerce, it has changed the lives of many people and created a lot of jobs. As a popular industry, many people have made a lot of money in the development process of e-commerce.

After the rise of Internet e-commerce, it has changed the lives of many people and created a lot of jobs. As a popular industry, many people have made a lot of money in the development process of e-commerce. For example, in the field of live broadcast, there are Li Jiaqi . This "model worker" who became popular by selling goods through live broadcast has gained a lot of fans on the Internet platform. However, at the 618 Shopping Carnival, Li Jiaqi was not seen. figure. In addition to the sudden disappearance of Li Jiaqi, the problems of Ali have gradually been exposed, and Jingdong has also become the winner of "618"?

In the development process of major e-commerce platforms, many marketing activities have also been launched. For example, the shopping carnival is one of them. The familiar Double 11 is launched by Alibaba , while 618 is launched by JD.com. Up to now, these two time points have become two important points for major e-commerce companies to sell goods. Many consumers will also seize these two time points to buy the goods they need.

Of course, many consumers now purchase goods on other live streaming platforms, and live streaming has also become a development trend in recent years. In our country, there are several well-known live broadcast anchors, such as , Weiya, and Xueli, who have withdrawn from the live broadcast industry. They have experienced varying degrees of problems, but Li Jiaqi, who is still active in the live broadcast industry, has suddenly disappeared.

On June 3 this year, an accident occurred during Li Jiaqi’s live broadcast. His explanation for this was that the equipment malfunctioned. However, after this incident, Li Jiaqi never broadcast live again. Only three days later, the problem of "irregular labeling of products released on Li Jiaqi's live broadcast platform" was exposed. Their response was to "immediately remove the shelves and make rectifications." However, Li Jiaqi never appeared in the live broadcast room again.

Until When the 618 Shopping Festival came, Li Jiaqi did not live broadcast normally, which was completely inconsistent with his style. What kind of problems were hidden behind this? After Li Jiaqi disappeared, Ali’s problems gradually came to light. , the transaction amount created is not impressive enough.

However, the overall performance of this year’s 618 Shopping Carnival was relatively good. The total amount of e-commerce transactions across the entire network reached 695.9 billion yuan. Only Alibaba Pinduoduo and The three major platforms of JD.com have reached a transaction volume of 582.6 billion yuan, of which JD.com’s transaction volume accounted for 379.3 billion yuan.

Judging from this situation, the transaction volume of other e-commerce platforms this year was 618. Not very optimistic. This is mainly related to the epidemic, and logistics and supply chains have been affected. For example, in the first five months of 2022, the postal office's business volume dropped by 37%. In recent years, consumers' own financial development has also been seriously affected. The feedback is that they have reduced their purchasing behavior. Therefore, some e-commerce platforms have not achieved ideal performance.

However, JD.com is in this special situation. stand out during this period, its transaction volume increased by 10.33%. It can be said that JD.com is the winner in this year’s 618. In fact, this is very easy to understand, mainly because JD.com has its own logistics system behind it, and the products on this platform are also affected. It has won the favor of many consumers. When buying electronic products, many people will choose to buy them on JD. In addition to electronic products, JD.com also has many other products for consumers to choose from, taking into account logistics. , everyone is more willing to shop on this platform.

So, what problems have arisen with Alibaba? This is mainly related to major anchors. Relying on top anchors such as Li Jiaqi, Alibaba’s performance has achieved a qualitative leap, but too much Dependence is also a serious problem. If you want to attract enough consumers, relying closely on these anchors is actually not enough, because consumers are not loyal enough to the platform. It is actually very difficult to rely only on the personal attractiveness of the anchors. It is difficult to retain consumers.

This also means that the Alibaba platform itself needs more improvements. Although with the help of anchors, this platform has indeed gained more sales, this is only a short-term phenomenon. If you want long-term development , we still have to pay attention to the construction of the platform itself. Only when the platform itself is enough to attract consumers can these anchors have better room for development.

For the healthy development of the entire platform, too many anchors like Li Jiaqi are actually not conducive to the development of other small and medium-sized businesses on the platform. It will cause serious to be rolled into , destroy fair competition, and lead to the platform Businesses are lost. So Alibaba’s problem is still quite serious.