Core Insights - The 618 shopping festival has extended its promotional period to 5 weeks, significantly impacting consumers, brands, platforms, and the overall online ecosystem [1] - Major shopping festivals like 618 and Double 11 account for a substantial portion of annual online sales, with 75% of beauty brand sales occurring during these events [1][2] - Brands are increasingly reliant on these promotional events, leading to a "non-promotion, non-purchase" mentality among consumers, which suppresses regular sales [2] Group 1: Promotional Trends - The sales generated during major shopping festivals represent a staggering 90% of annual sales for beauty brands, with Double 11 contributing 50%, 618 contributing 25%, and International Women's Day contributing 12% [1] - Online sales for leading brands during Double 11 can account for 30%-50%, while 618 accounts for 15%-30%, indicating a heavy reliance on these events [2] Group 2: Impact on Brand Health - The extended promotional periods and heavy discounting have led to a perception of brands being associated with low prices, undermining their premium positioning and quality perception [2][3] - Brands face challenges in maintaining profitability due to the pressure to lower prices during promotions, which can lead to a decline in product quality [2][3] Group 3: Supply Chain and Marketing Challenges - The surge in orders during promotional periods strains supply chains, while the subsequent drop in regular orders leads to resource inefficiencies [3] - The cost structure for brands is becoming unsustainable, with platforms taking an 8% commission on sales and additional marketing costs ranging from 20%-30% of GMV [3] Group 4: Need for Sustainable Practices - There is a call for brands to shift from a promotion-driven model to one focused on brand value, while consumers should develop more rational purchasing behaviors [4] - Platforms are encouraged to create healthier marketing environments to foster sustainable growth rather than short-term GMV spikes [4]
购物节“脉冲式”营销不可继续
Jing Ji Guan Cha Wang·2025-05-23 10:25