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“今年‘618’ 我不投流了”
经济观察报· 2025-06-13 12:54
"7折其实是给线下经销商的价格,'618'期间,平台零售价完全低于经销商采购价,经销商也挺难 的。"杨子君称。 "平台和算法机制让你不得不持续花钱。"对平台,食品商家杨 子君爱恨交织。 作者:冯雨晨 封图:图虫创意 面对"618",食品商家杨子君开心不起来。 几年摸爬滚打下来,杨子君的经验是, 在这种大节点,产品不打折很难获得足够的流量,并且大 促节点 的 投流费用更多、更贵,还需要做站外引流。 他举例,在某平台的"618"活动中,产品在S级价格(大促价格)上打了9折后,叠加平台会员,再 加上满减券,实际打折力度为零售价格的7折,还要另外付费做直通车等营销,利润空间进一步压 缩。 幸运的是,他做起来了。 6年后,始终在一线的杨子君自认为,今天再走来时路,要做起来是很难的。 杨子君的公司今年在各电商平台的营销成本都在上涨,但在部分平台营销效益却已见顶。他回顾, 公司自2023年起在某平台的利润已接近于零,他预计2025年即使中台成本不摊销,在该平台还要 再亏十几个点。 "平台和算法机制让你不得不持续花钱。"对平台,杨子君爱恨交织。 权衡后,杨子君决定今年不参加该平台的"618"活动。 他也知道不参加活动,店铺在 ...
“今年‘618’ 我不投流了”
Jing Ji Guan Cha Bao· 2025-06-13 09:43
Core Insights - The article highlights the challenges faced by food merchants during major promotional events like "618," where discounting is essential for traffic but leads to reduced profit margins [1][3] - The increasing marketing costs on e-commerce platforms are squeezing profit margins for small and medium-sized businesses, prompting some to reconsider their participation in these promotional events [1][3][4] - The recent draft of the "Guidelines for Compliance with Charging Behavior of Online Trading Platforms" is seen as a potential relief for merchants, aiming to regulate platform fees and reduce the financial burden on businesses [4][10][11] Group 1: Marketing Costs and Strategies - Merchants are experiencing rising marketing costs on e-commerce platforms, with some reporting near-zero profits from their investments [3][5] - A specific case shows that the cost per thousand impressions (CPM) has surged by 57%, while the conversion rate has dropped by 17%, leading to a 38% decrease in return on investment [5][6] - Merchants are shifting their marketing strategies, with one company reducing its online-to-offline marketing ratio from 9:1 to 5:5, favoring offline channels due to lower costs and less dependency on platform algorithms [1][3] Group 2: Platform Fee Concerns - Merchants express frustration over opaque fee structures and repeated charges for the same promotional efforts, leading to questions about the fairness of platform practices [6][8] - The article discusses a specific case where a merchant faced unexpected costs due to a lack of transparency in the platform's advertising fee structure [6][8] - The draft guidelines aim to address these concerns by prohibiting unreasonable charges and ensuring that platforms provide adequate services for the fees collected [10][11] Group 3: Regulatory Developments - The article notes that regulatory bodies are increasingly focused on reducing the financial burdens on e-commerce merchants, with recent guidelines aimed at clarifying acceptable charging practices [10][12] - The guidelines outline specific unreasonable charging behaviors that platforms must avoid, such as double charging and lack of service provision [11][12] - Experts believe that these guidelines will enhance merchants' awareness of their rights and encourage platforms to adopt fairer practices [12]