let’s be frank: the platform’s scheming has ruined e-commerce business
2024-09-04
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white wood
according to blue whale news, on august 28, a little swan e-commerce store in anhui sold goods worth more than 70 million yuan at 40% to 50% off the purchase price due to an error in operating prices, resulting in a loss of up to 30 million yuan. the store has now removed all product links and released a video to apologize in a timely manner. the store has paid a deposit of several hundred thousand yuan and hopes that the buyer will agree to a refund.
little swan is not the first e-commerce company to be fleeced for mispricing, nor will it be the last. it is despicable that the "freeloaders" band together to take advantage of loopholes, but the e-commerce company made the mistake first, which gave the other party an opportunity to take advantage of it. since different e-commerce companies have made the same mistake, there must be some common causes worth exploring.
currently, the promotional activities of major e-commerce platforms are becoming more and more complicated, with a variety of rules such as various coupons, discounts on discounts, full-price discounts, flash sales, first-order discounts, etc., which not only make consumers dizzy, but also confuse some e-commerce operators, making them prone to making mistakes in a hurry.
why do platforms make simple things complicated? the author analyzes that there are at least two considerations: first, they want to attract customers with big promotions, but they don’t want to give up too much profit; second, they want to fish in troubled waters by raising prices and then discounting. it looks very favorable, but in reality it is about the same as usual, or even slightly more expensive. in short, there are more tricks than sincerity, and the benefits are lip service but not practical.
however, the tricks cannot be played for long. careful consumers have long seen through the promotional tricks, and many consumers are no longer willing to join in the fun on "double eleven" and "double twelve". what is even more unexpected to the platform is that the platform's tricks have ruined the e-commerce business. faced with complex promotional activities and rules, e-commerce operations are under tremendous pressure, and it is easy to make mistakes in price setting even if you rack your brains. some people find and correct them in time, but others are unfortunately targeted by "wool parties". the huge losses caused by this can be borne by strong e-commerce companies, but for small county stores like "little swan dongshan store", it is undoubtedly a disaster.
consumers’ wishes are simple: good quality at low prices; e-commerce companies’ mindset is simple: small profits but quick turnover. the matchmaking platform has complicated the purchase and sale scene that should have been simple and clear, leaving both parties in a fog and letting third-party “wool parties” pick up the leaks. the function of the platform is to serve e-commerce and consumers. it should optimize the consumption environment, make the discounts real, and make consumption clear. to put it bluntly, returning to basics and simplifying the complex is the right way, and only by being honest and trustworthy can it last long. of course, not only e-commerce platforms, but also various physical stores, especially telecommunications operators, should have this awareness.
