Tmall Jingdong and other e-commerce platforms have issued “coupons” again? I wanted to collect the wool, but I was pulled

opened Alipay App, and the middle page of the front page showed a striking “consumer coupon coming again”; when Jingdong mobile phone client was opened, it was not long before it received the hint, “a mysterious big bag smashed you.” When you log in to various e-commerce platform apps, you will find that you can always receive coupons from major platforms. In addition to feeling that the platform is rich and willful, I wonder if some people will think, why do e-commerce platforms always want to issue us coupons? < / P > < p > with more and more consumers participating in the online shopping life, it has become a consensus among many online shopping consumers that “get the voucher first and order later”. Because they already have the consumption demand and the habit of placing orders online, they can enjoy more reduction and exemption when they get coupons from the platform, which should be very convenient and cost-effective for consumers. < / P > < p > whether it is online e-commerce platform or offline physical stores, issuing consumption vouchers is a good promotion strategy. The issuance of coupons can make consumers who have purchase demand no longer hesitate, let consumers who are in a state of uncertainty be ready to move, and let consumers who look at them at will to stimulate their interest in collecting wool with coupons. Especially since this year, due to the impact of the epidemic, a large number of consumer demand has been suppressed and economic growth has been sluggish. Local government departments and relevant commercial enterprises take the initiative to launch various consumption promotion activities, such as issuing consumption vouchers, welfare coupons and coupons. Various activities of various scales and forms have obvious intention to promote consumption, and of course, the effect of promotion fees is also very obvious. < / P > < p > compared with offline stores, online platforms have more promotional activities. In addition to various “festival making” promotions, the activities of issuing coupons and welfare coupons on e-commerce platforms can be described as many categories, high frequency and various quota algorithms. During the live broadcast of this year’s fire, the live e-commerce brought goods. In the process of live broadcast, the anchors constantly attracted the attention and participation of consumers by means of second kill, limited time rush purchase, lottery and other activities. < / P > < p > there are some consumer coupons and coupons that are popular and popular in the platform with high profit margin, and are sought after by consumers; there are also some consumer coupons that belong to the platform background undifferentiated “airdrop”, which everyone has a share. It seems that for the platform, the voucher must be issued. Whether to buy or not is a matter for consumers. What if the order is really placed? < / P > < p > not only that, in recent years, e-commerce has also produced many platforms for issuing coupons and shopping rebates, and has formed a relatively stable development mode. The usual operation mode is as follows: consumers used to purchase and place orders directly through the e-commerce platform website or app, but now they can place an order through the rebate platform and enjoy the benefits of returning part of the reduction or allowance after shopping; or they can directly click the shopping link to get coupons and go straight to the shopping page for purchase and order. < / P > < p > on the one hand, in this shopping mode, consumers can save money, agents or middlemen can earn commission, businesses can increase sales volume, platforms can obtain traffic and transaction volume, and most platforms are nominally Internet innovation formats. Of course, this mode also faces certain risks and uncertainties, such as seizing and canceling the personal privacy information of the fee payer, expanding the marketing bombing in the publicity process, the network pyramid marketing signs in the fission mode of user growth, and various fake and shoddy products in real-time transactions, etc. especially as a tool attached to specific e-commerce platforms and social platforms, the relevant rebate platforms are very strong Dependence, independence and security are relatively erratic. < / P > < p > I don’t know whether the relevant platforms will occasionally self check and ask themselves, just like if the beauty has seen too much, the aesthetic level will be improved, and if consumers see more consumption coupons, will they have aesthetic fatigue? All year round, we are engaged in sales promotion, group work and coupon issuance. Every day of the year, we have the lowest price and the price of jumping out of the building. Can we just get to the lowest price? < / P > < p > for relevant platforms and enterprises, the issuance of consumption vouchers meets the needs of the market and satisfies the mentality of consumers to yield profits. However, we should also pay attention to the experience and expectations of different consumers. We should try our best to win market recognition, especially consumers’ Wallet recognition, by enriching consumption scenarios, optimizing consumption experience and improving consumption quality It is to let consumers do arithmetic problems and play number games, and we can’t always flood the market. Never let “coupons” become “cheat coupons”. After all, no matter how to promote sales and how to subsidize, it is difficult for all kinds of promotional activities to exceed the bottom line value of goods and services. Even if pinduoduo’s “Crazy” subsidy behavior, which claims that it is easy to make tens of billions of dollars, can do business at a loss, but it can’t continue to lose money all the time. I’m afraid that such a business model also needs a question mark. < / P > < p > compared with the repeated issuance of coupons on the platform, consumers can choose not to receive or spend. But once you want to buy and pay, what you pay is real gold and silver. Some consumers may feel that it doesn’t matter. They will buy them sooner or later. It’s better to have coupons. It doesn’t matter if there are no coupons. < / P > < p > some consumers will care more. In addition to the amount of coupons and time limit, what is more concerned about is an experience of being respected and cared for in consumption. Some consumers once Tucao make complaints about buying a nominal 249 yuan dress on a treasure and receive a payment of 200 yuan after the coupon. The actual payment is 49 yuan. However, when consumers search directly on the platform, they find that many shops have the same goods, but they do not need to pay the tickets, but only pay 49 yuan to buy them. < / P > < p > for the vast number of consumers, in the face of the dazzling activities and benefits of relevant platforms and businesses, it is necessary to see clearly the use rules, effective date, applicable categories and scope of all kinds of consumption vouchers and welfare vouchers. Secondly, life is not for the sake of consumption coupons once or twice, but to see what you need, arrange reasonably and consume rationally. If you miss the duration of the event, you don’t have to worry too much. The promotion activities on the platform end quickly, but the new activities come soon. Finally, consumers consult commodity information sources on different platforms to develop the awareness and habit of multi-party price comparison. Although the process of goods comparison is a bit troublesome, it is also a good way to make consumption more rational and cost-effective. < / P > < p > finally, when we answer the question mentioned at the beginning, why do e-commerce platforms always want to issue us coupons? In fact, we hope that we will actively consume. < / P > < p > in the article on July 24, 2020, we also asked a similar question – < A= target=_ blank>Continue ReadingAmerican companies begin to give up R & D: who should pay for corporate research?