The hardest 618 is here?Gen Z really changed?What should I do if I should do e -commerce?

It was 618 for another year. Every 618 is a large -scale competition for major e -commerce companies. It can be described as the most difficult 618 this year by the 618 of this year. Some people lamented that the current Z -generation consumers have changed their door. What should we do in the face of the current pattern? How should e -commerce companies face the current 618?

1. The hardest 618 is here?

According to surging news reports, this year is called "the most difficult 618 in history", behind it is the three parties of consumers, merchants, and platforms are limited by the logistics and supplies brought by the epidemic. Duoduo and other platforms have "four smokes", and they have brought the greatest promotional efforts and competed with Douyin and Kuaishou for the most important consumer battlefield in the year.

According to the analysis of the First Finance and Economics, Xiaohongshu data shows that in April to June 2022, the search on the platform containing the "618" keywords increased by 312%year-on-year; as of June 10, search for search during 618 increased by 207%year-on-year. Among them, "Raiders", "stocking", "list", "copying homework" and "shopping carts" are all hot words during the 618 period.

However, in contrast to the enthusiasm of search, many interviewed objects told the First Finance that there was nothing particularly wanted to buy this year. The price of the activity was not much different from usual. . "On Xiaohongshu, under a post of" 618 this year ", the first comments that liked the first was called to" save money "in this environment, and" don't be confused to stock up. " This year's discounts are not great.

I have to say that this young consumers are particularly rational and "cut". There is no desire for consumption, and the shopping cart is ready to buy again. "More and more young people have begun to reflect on consumerism, advocate rational consumption and even" cut the door. "

2. What should e -commerce do?

For this year's 618, it is actually a pretty difficult. In the entire 618 system, the development of the overall market of 618 is still very good, but we also observe that we also observe the present 618 Actually there are a lot of problems. What should we think of this?

First of all, for the current 618 system, many e -commerce platforms are promoting large -scale, which is actually very important for the current 618. User's cognition, 618 in the first half of the year is the best shopping time. In the second half of the year, Double 11 is the best shopping stage. It can be said that for 618, this day has become the core key node of most corporate promotions, so from the entire entire From a market perspective, 618 is a very successful market -oriented artificial shopping festival. And after so many years of market cultivation, 618 market awareness has been very clear, and consumers have strong market demand for 618.

Secondly, although the current 618 is already very successful, we must say that the 618 shopping festival actually requires multiple parties to be invested. However There are already some aesthetic fatigue. For most consumers, there are enough current shopping festivals. Whether it is 618 or Double 11 or other festivals, it seems that the price advantage is not as great as the gap. Coupled with the existence of some illegal merchants, the reputation of 618 will actually have to varying degrees of controversy. The end result is that the influence of merchants in the 618 market is actually gradually weakened.

Third, for the current young people, young people seem to be unwilling to shop in 618, which may be the topic that many people are most concerned about. In an era that is not abundant, after 00, after 00, they live in an era of extremely rich material. Therefore, for the current 00s, their consumption is more rational and the needs of the market also appear more personalized and vertical. Therefore, in this way, in this way Under the background, if you want to use large -scale shopping festivals to promote the post -00s to further buy a large -scale snap -up, it is actually relatively difficult. The characteristics of the post -00s are doomed to be more inclined to rational shopping. As for this tendency, it will spread to other ages. Therefore, from the perspective of long -term market development, the future e -commerce consumption will become more rational, which will be the biggest trend of the market.

Therefore, for the current 618, the key to the success of e -commerce is what kind of strategy you have adopted, whether the consumption of users can be cut, and the core consumption of users is just needed. Only in this way can it really grasp the user's needs Essence

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