Since December 26, various e-commerce platforms have successively started their New Year Festival promotions. This year's New Year's Goods Festival is known as "the simplest New Year's Goods Festival". People compared multiple e-commerce platforms and found that the gameplay of the New Year's Goods Festival has changed significantly. Tmall , Vipshop and other platforms all adopt preferential rules that do not require full discounts to make up the order, and can save immediately for one item. In addition, the emphasis on logistics and service experience also runs throughout the New Year Festival, and door-to-door delivery is becoming the consensus of e-commerce platforms. Industry experts predict that with the simplification of preferential rules and consumers’ attention to traditional culture around the Spring Festival, domestic brands and trendy products will experience a sales explosion during the New Year Festival.
After the optimization of epidemic prevention and control measures, Double Twelve and the New Year's Day are coming one after another. The New Year's Day has high hopes from e-commerce platforms because of its special time node. In the post-epidemic era, consumption has maintained a sustained recovery. The New Year Festival is closely adjacent to the Spring Festival, the most important traditional festival in China, and is also regarded by e-commerce platforms as an important promotion event to boost consumption.
Tmall took the lead in announcing the rhythm and rules of the event. It is understood that the Tmall New Year Shopping Festival is expected to start preheating on December 27, and the event will continue until January 4. This year, Tmall’s biggest change is to simplify the preferential rules, abandon full discounts, and adopt the “official instant discount” price reduction method for all active products.
There is also Vipshop, an e-commerce platform that adopts the rule of making an order without full reduction and allowing immediate discounts on one product. Relevant information shows that the Vipshop New Year Shopping Festival will officially start at 10 a.m. on December 29 and continue until 10 a.m. on January 21 (New Year's Eve). During the period, from 8 pm on January 3 to 10 am on the 6th, and from 8 pm on January 13 to 10 am on the 16th, two rounds of limited-edition hot-selling activities will be launched. The platform will cooperate with 5,000+ well-known brands to provide tens of thousands of hot-selling products to meet the needs of consumers for purchasing New Year goods.
Caption: At the end of each year, buying New Year’s goods is an important shopping demand of consumers.
JD.com announced that the JD.com New Year’s Goods Festival will last from December 26 to January 28, 2023. JD.com also launched the JD.com Hourly New Year Shopping Festival in advance. Instant retail enables people’s New Year shopping needs to be met in real time.
优惠规则的改变之外，物流服务也是电商平台关注的重点，京东物流、京东到家正在将配送速度从以天计算缩短至以小时计算，唯品会、天猫则将物流服务重点放在服务上门，天猫和菜鸟12月21日宣布，联合商家一起，确保年货供应，并提供送货上门、不上必赔，百城春节不打烊等服务保障。 Vipshop has teamed up with and SF Express to continue door-to-door delivery and door-to-door return and exchange services.
In the opinion of industry insiders, simplified preferential rules and upgraded logistics services may drive an explosion in sales during the New Year's Day. E-commerce platform data shows that since late December, search volume for keywords such as New Year's goods, Year of the Rabbit, and gift boxes have increased significantly. For domestic brands, the New Year's Day is expected to usher in a sales peak.
✎
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-