How much is the big promotion routine of 6·18: First increase the price and then lower the price.

　　The "6.18" mid-year promotion has been upgraded from JD's main battlefield to the promotion concentration point in the entire industry. The scale of participating merchants has been continuously upgraded, and new ways of playing e-commerce platforms are emerging one after another. The three-party linkage of platforms, merchants and consumers. The core point of the platform is to obtain traffic. Brands hope that sales will continue to double, and consumers are more concerned about whether the prices are affordable. The "6.18" mid-year promotion has become a carnival for online shopping for all people.

　　No matter what kind of tricks the platform launches, how rich the sales categories are, what can impress consumers most in the atmosphere of big promotions is the price. Therefore, the direct and crude way of price reduction has become the most commonly used method on major platforms, and it has been tried and tested. On major e-commerce platforms, the original prices of many products have been crossed out by horizontal lines and turned gray, and are replaced by promotional prices that are lower than the original prices. Depending on the product category, the price reduction range ranges from 100 yuan to 100 yuan.

　　During the " 6.18 " promotion, many brands also began to sell new products through the promotional boom. For example, on JD.com and Tmall platforms, the new Microsoft Surface Pro was launched on June 15, and it has been warmed up early during the "6.18" promotion. After consumers pay the prepayment in advance, they can pay the final payment when the new product is released. At the same time, consumers can also enjoy discounts such as 12 installments, 1,000 yuan in additional bonuses for old-for-new products, etc.

　　Flash kills may be the most popular way to play during the entire big promotion. There is a group of consumers who always stare at their phones and even set the alarm clock because they don’t want to miss the flash sale, but even so, it still takes some luck to successfully win the required products. Consumers say that some popular products are really "fleeting" when they are sold in seconds, and it is difficult to get even if they keep clicking after the sale. Sometimes, after refreshing, the flash sale products are already "sold out". In addition to products and coupons, the products that can be sold out on e-commerce platforms this year are also available.

　　While the platform is constantly reducing prices, it also issues coupons at a fixed time period, but coupons are more in short supply than flash sale products. Taking the Tmall platform as an example, 8 o'clock, 10 o'clock and other items are already a fixed time period for grabbing coupons. Tmall Supermarket has launched coupons for 100 yuan off for milk powder diapers over 399 yuan, 100 yuan off for fresh products over 199 yuan, and 100 yuan off for other products in the supermarket. Consumers say that many products that buy two-free and one-free products are "bad prices" after using the discount coupon.

　　During this year's "June 18", e-commerce platforms also added interesting games to promotions. On the JD platform, a game of "all people compete for speed and grab billions of red envelopes" has been set up. There are an average of 3 opportunities a day, and the usage method is also full reduction. Consumers said that although the amount of red envelopes obtained by making games is not as powerful as the coupons, they can also get corresponding discounts, and the game adds fun to shopping.

　　Continuous competition on the platform

　　During the "6.18" mid-year promotion period in recent years, the number of e-commerce platforms participating in promotion has continued to increase, and the competition between large and comprehensive comprehensive e-commerce and small and beautiful vertical e-commerce has also become increasingly fierce. Comprehensive e-commerce platforms continue to update the gameplay for mid-year promotions with their strong traffic and financial strength, aiming to lead the promotion rhythm, while vertical e-commerce platforms rely on their meticulous cultivation of single products and target consumers in a single category to continuously gain more attention.

　　Promotions of comprehensive e-commerce platforms are almost all products participating in promotions. Industry insiders analyzed that the reason for promotions in all categories is to obtain traffic to a greater extent and attract consumers through one-stop shopping. The platform creates a promotional atmosphere to meet consumers' psychological needs to obtain more products at low prices. In addition, for the first time, e-commerce platforms set up separate brand promotion days for brands during the big promotion period. For example, on JD.com, on June 11, Herbalife on June 12, Unilever on June 13, Novoneng on June 14, and HP on June 14, and Tmall is also constantly increasing cooperation with brand owners. Comprehensive e-commerce is reserving users with brand advantages and popularity.

　　Luxury e-commerce has been taking the high-end route and has also begun to join the mid-year promotion in recent years. From June 16th to 18th, the signs of "free shipping for the whole venue", "summer discount of 70%" and "spring discount season SALE as low as 50% off" are at the first frequency. The anniversary of Zhenpin.com is also in June. The new version of the app has been changed. "Hi Shopping 6·18" is presented on the interface homepage, and the flash sale event started in advance from the early morning of June 16. In addition, the promotion method of Fifth Avenue is to set up a special session, with the "6.18" clothing special session starting at 25% off, the men's special session starting at 20% off, the luggage special session, the shoes and boots special session, etc., which have begun to warm up for "6.18".

　　Maternal and infant e-commerce has not missed the opportunity of the "6.18" big promotion, even if the "June 1" promotion has just ended. The official website of Miya Baby has marked the words "6.18" Home Festival on each channel, and has launched multiple special events and set up corresponding discount activities, such as 50 yuan off for noodles for purchases of 159 yuan for purchases of 50 yuan for purchases of socks and hats and accessories for purchases of 88 yuan, and 3 pieces for purchases of toys for purchases of 99 yuan. Unlike Miya's high-profile warm-up for "6.18", Beibei.com is a little low-key. Judging from the page, there is no separate event for "6.18", but it still has limited flash sale, special sale and other activities.

　　Promotion has always been the main battlefield for women, so beauty e-commerce will naturally not miss such a time period. Jumei Youpin has joined the "6.18" promotional army. Not only did the "Jumi 618" logo appear next to the LOGO, but the first frequency also designed the "6.18" poster, which will open the firepower of the discounted discounts. The event of 100 yuan for a maximum discount of 199 yuan will become an eye-catching sign. At the same time, the "6.18" promotional activities in each venue are also presented on the page in a nine-grid format.

　　Promotional disputes are high

　　Promotion is to cater to consumers' demand for quality and low price. If the products purchased by consumers are at the lowest price on the entire network or are just in line with the promotion, they can naturally return to satisfaction, but the products sold only increase the price first and then decrease the price, and the price is no different from the usual price. Or after the consumer buys the product, the product will start to be sold at a lower price. The above situations will bring consumers an uncomfortable shopping experience. Some consumers have reported that there is indeed a phenomenon that some products first raise prices and then lower prices when conducting event promotions. Although the event price is relatively low than usual, it does not reach the half price and 20% discount as merchants say. Taking Microsoft Surface Pro 4 sold on JD platform as an example, the original price of the same configuration is 10,675 yuan, and the price during the "6.18" promotion was 7,788 yuan. The price of the product was reduced by 222 yuan again during the flash sale. JD's concession activity did bring discounts to consumers, but many consumers said in the comments that they found that the flash sale activity had begun as soon as they bought it. They were still a little disparate in their hearts and hoped that they could be informed in advance.

　　The disputes among brands all arise due to competition among platforms. Since the curtain of the "6.18" war has been opened, the battle between JD.com and Tmall has never stopped. On June 6, some brand merchants posted on Weibo that JD platform forced merchants to promote, forced brands into the venue during the "6.18" period, and locked in inventory operations. Once the news came out, JD.com became the target of public condemnation. But then another online media broke the news that Tmall forced merchants to do "2-choice 1", and made an announcement, posted on Weibo, and went down the venue. Otherwise, merchants would be severely punished and all merchants' traffic on Tmall would be stopped. On June 14, JD.com and Tmall "fight" each other again due to the Shenzhou computer incident. Some media revealed that the price of notebooks in Shenzhou's official flagship store in Tmall is generally lower than that in JD.com. JD.com forced Shenzhou to raise prices in Tmall stores. After JD was rejected by Shenzhou, JD.com forcibly lowered the price of Shenzhou computers on JD.com. Subsequently, JD.com and Shenzhou Computer both denied the news. JD.com said it had made real-name reports to the State Cyberspace Administration of China and other relevant departments. Shenzhou Computer stated on its official Weibo that the report was seriously incorrect, saying that JD.com never asked Shenzhou Computer's Tmall flagship store to increase prices.

Thank you for your attention and support to Laogao Crown Club . Please indicate the source of the reprinting website www.shxuanming.net

 Click to register to apply to join the well-known e-commerce network - Laogao Crown Club. Any merchants from all over the country, Tmall merchants, Taobao Crown Stores, Jinguan Stores, and other e-commerce platform merchants can apply to join!