线上购物服务

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县域农村消费市场潜力无限值得深耕
Xiao Fei Ri Bao Wang· 2025-06-24 02:57
Core Insights - The recent "618" data from JD.com indicates a significant shift in consumer trends, particularly highlighting the robust consumption vitality in lower-tier markets, with order volume and user numbers in rural areas growing by over 130% and 140% year-on-year respectively [1][2] Group 1: Market Dynamics - The county-level rural areas have become a market with immense consumption potential, driven by a large population base and increasing demand for a variety of products, from daily necessities to higher-quality appliances and digital products [1][2] - The implementation of the rural revitalization strategy has led to substantial changes in rural consumption capabilities, with consumers now seeking quality, brand, and personalization rather than just low-priced goods [2][3] Group 2: E-commerce and Logistics - A significant challenge for rural e-commerce has been the limitations in online shopping due to logistics and delivery issues, particularly the "last mile" problem [2] - Recent efforts by courier platforms to expand rural logistics networks, including the establishment of logistics distribution centers and service points, have greatly enhanced the delivery capabilities, allowing consumers to enjoy a seamless online shopping experience [2][3] Group 3: Business Opportunities - Companies should shift their focus from saturated urban markets to the emerging opportunities in county-level rural areas, which are characterized by unique consumer needs [3] - By developing products and services tailored to rural consumers and improving logistics and after-sales services, businesses can tap into the promising potential of the rural consumption market [3]
线上消费投诉频发,监管质量受到质疑
Sou Hu Cai Jing· 2025-06-18 18:12
Core Viewpoint - The article highlights the increasing consumer complaints regarding online shopping disputes, particularly focusing on the ineffectiveness of market regulatory departments in addressing these issues, leading to dissatisfaction among consumers [1][3]. Group 1: Consumer Complaints - A significant number of complaints have been directed at market regulatory departments, indicating a lack of trust in their ability to resolve disputes effectively [3][5]. - Consumers have reported instances where they did not receive any communication from regulatory departments after filing complaints, leading to frustration and unresolved issues [5][7]. Group 2: Regulatory Challenges - Market regulatory departments often lack the resources to handle the volume of complaints, with some departments receiving over 80,000 complaints in a year, yet having only a few staff members to manage them [9][10]. - The current system requires that all complaints be directed to the platform's registered location, which can overwhelm local regulatory bodies, resulting in inadequate responses to consumer issues [9][12]. Group 3: Proposed Solutions - Some districts are experimenting with dedicated "online monitoring offices" to better manage complaints related to online platforms, although the workload remains high for the limited staff available [10][12]. - There are suggestions to change the jurisdiction principle, allowing complaints to be handled by the regulatory department in the consumer's or the merchant's location, which could lead to more effective resolutions [12].
购物节“脉冲式”营销不可继续
Jing Ji Guan Cha Wang· 2025-05-23 10:25
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]