淘宝闪购吹响“反内卷”号角，实现正向激励

Core Viewpoint - The article discusses the issue of "involution" in the e-commerce sector, particularly focusing on the ineffective and vicious competition that leads to low-quality products and a negative cycle among platforms, merchants, and consumers. It highlights how Taobao Flash Sale is taking significant steps to break this cycle and promote a healthier competitive environment [1][4]. Group 1: Involution in E-commerce - Involution refers to excessive and disordered competition that contradicts economic principles, leading to low-quality and homogenized products [1]. - The current state of e-commerce in China is characterized by high platform commissions, resulting in a deadlock for delivery riders, merchants, and consumers [1]. - The article emphasizes the need for a shift from a "multi-loss cycle" to a "multi-win cycle" in the e-commerce landscape [1]. Group 2: Taobao Flash Sale's Strategies - Taobao Flash Sale is implementing two main strategies to combat involution: resource integration and substantial financial subsidies [2]. - The first strategy involves integrating resources from platforms like Fliggy, Ele.me, and Taotian to achieve economies of scale, which will lead to a geometric increase in order volume [2]. - The second strategy includes a 500 billion yuan subsidy for merchants over the next 12 months, aimed at improving profit margins and alleviating competitive pressure [2][3]. Group 3: Impact on Merchants and Consumers - The 500 billion yuan investment will provide various subsidies to merchants, including store, product, and delivery subsidies, which will help restore their profit margins [3]. - Consumers will also benefit from significant discounts and promotional offers, which will drive more traffic to merchants and enhance their sales performance [3]. - The article suggests that this initiative will enable merchants to focus on improving product quality, thereby enhancing consumer experience and confidence, ultimately stimulating domestic demand [2][3]. Group 4: Broader Implications for the Industry - Taobao Flash Sale's approach is seen as a potential model for addressing the challenges of involution in the Chinese e-commerce market [4]. - The article posits that the goal is for every Chinese merchant to achieve reasonable profits through differentiation, moving from low-end to high-end supply chains, and contributing to high-quality development in China [4]. - The actions taken by Taobao Flash Sale are viewed as a significant step towards rectifying the issues of involution and fostering a healthier competitive ecosystem in the e-commerce sector [4].