With the popularity of the multi-mode, the purchase has almost become the standard of all major e-commerce, even if it is the positioning of the high-end platform, now also 'down' embrace the purchase. Why is the purchase so hot, low-priced products Can quality be guaranteed?
Data Map: An e-commerce company employee answers the consumer's shopping questions in front of the computer. Photo by Xinhua News Agency reporter Chen Wei
Purchased into major electric trademarks
With the successful listing of a lot of products, the purchase of this model has attracted the attention of all e-commerce platforms. Suning quickly launched a business on the line, the minimum of 2 people will be a group; Gome also put the social e-commerce 'circle' on the home page the most important Location; Jingdong also picked up the original purchase that seems to be less important.
There is a typical representative of this. The strict selection of the high-end consumer market has always been settled in the past. The strict selection of the reporters said that the strict selection has been trying to diversify the sales channels, including the fight, and the channel is still In the water test phase, the future will determine the operational strategy based on the characteristics of the platform and the actual situation.
Low price is the main feature
In the end, the reporter has successfully purchased Tencent Video VIP members on an electric commodity platform. Members who sell for 20 yuan and 1 month on the official website only sell 9.99 yuan here, and the purchase price is 7.99 yuan. .
It is not difficult to find that one of the main features of the purchase is that things are cheap. The reporter noticed that, in general, the price of the purchase is 10%-20% cheaper than the purchase alone, and some virtual products are more expensive.
Such discounted prices are particularly obvious on large-sized products, and some can save a few hundred yuan. For example, iPhone XS Max is sold at Apple's official website at 9599 yuan, but in the fight for a lot, 8888 yuan for sale is very popular.
A home appliance merchant's platform customer service told the China New Network reporter that the general purchase is to do activities, such as the above members are the price of cooperation with Tencent to do activities; there is direct cooperation with the factory supplier, eliminating the intermediary channel The layers are stripped, so the price can be cheaper.
Data Map: Screenshot of the 'Purchasing' invitation link in the WeChat group.
Why is it so hot?
It is not difficult to see that many e-commerce companies are willing to try on the purchases due to the rapid development of the fight. This is the direct reason for launching the line or further developing the business.
In addition, the purchase of this natural social property is valued by the platform. Jing Yan Group Vice President, Jingdong WeChat Q Business Unit General Manager Hou Yanping said in an interview with the China News Network, 'social e-commerce is a cusp, It's a trend, from shelf-based e-commerce to social e-commerce, we will definitely not miss it.'
It is understood that whether it is group buying, or sharing 'cutting a knife', helping to enjoy the exemption, etc., these games require multiple users to participate, and even users and users can exchange purchase experience.
In addition, the reporter learned through many parties that the e-commerce storm attack is not only simple for multi-channel sales or social e-commerce, but also for other purposes.
For example, the purchase of the more popular 'bargaining' gameplay, now many platforms require users to register before they can 'chop', so when you help a friend bargain, the platform is equivalent to the 'you' user, after Layer fission, very efficient for new users.
Hou Yanping said that in the current situation that online traffic is getting more and more expensive, and the traditional advertising form is getting more and more expensive, the purchase is a relatively low-efficiency 'laxin' channel. According to data provided by Jingdong, The new users that were purchased in August accounted for 28% of the total number of new users in Jingdong, and increased by 14 times compared with January.
'A user drives 29 users to access, this is fission, the biggest difference between social e-commerce and shelf e-commerce is the ability to fission.' Hou Yanping said.
Is the product quality guaranteed?
However, after a period of development, in the eyes of most consumers, the purchase is synonymous with low prices, so is there any guarantee for the quality of products purchased online?
The reporter learned through a number of consumers that everyone has different opinions on the purchase. Some are loyal fans of the purchase, while others are dismissive.
Xia Dan (pseudonym), who often buys online, said in an interview with Zhongxin.com that the quality of the products purchased is not very good, but if you see the right things, you will still fight. 'There is no 'fantasy' about its quality. you get what you pay for. '
The reporter noticed that on many platforms, the quality of its products is uneven. There are two or three pairs of slippers and 10,000 yuan of iPhone XS Max. As for the products bought, you can only buy them by personal purchase. When the 'eyes of the eye'.
Recently, some media have exposed the 'first-class' diapers sold on a platform, which is actually a pile of garbage that was eliminated from the factory. It is processed in the workshop. These products are extremely cheap, 50 pieces and 20 yuan. And sales are hot.
Some insiders revealed to Zhongxin.com that on the platform of the purchase, some unscrupulous merchants are very embarrassed. The cottage supplies are not on the shelves of the mall, but are displayed on a picture, so that they can be screened through the platform, and many low prices are also It is achieved by selling the knockoff goods.