Liu Qiangdong, the founder of JD.com, recently responded to employee problems and rushed to the hot search,In addition to this time,In fact, JD.com has gradually shown a decline in the past two years, Liu Qiangdong stepped down, Xu Lei took over, and now Xu Ran succeeded him,JD.com doesn't seem to have been able to find a good way to alleviate the business reduction crisis。
But in addition to JD.com, are other platforms doing well?
It can only be said that in the current consumption environment, whether it is the online or offline market, it is not good.
I can't help but sigh that today's consumer market is really difficult to satisfy.
Brands want to change consumers?Delusional!
In today's era of information, the information gap is slowly becoming smaller, and the value of the product and the price are reasonable can be found on the Internet. There are many types of similar products, consumers will occupy the initiative, and whoever has more product functions and is cheaper than whom's is so direct and realistic, it is 2023, and consumers will not pay for it by relying on brand stories to fool them.
What brands can do right now is to cater to your consumers, which is a long and difficult process, but you can't afford not to do it. Either you don't do my business, or you make less money, and it's you, how to choose?
Use the cheapest** to buy the most favorite products. This is the lifelong appeal of every consumer, there is no right or wrong, just a different position. What business owner doesn't want to make a 1000 effect with a budget of 100?Similarly.
From 618, double 11, double 12 several major nodes, several major platforms after the ** war, everyone's desire to consume, or consumption power, is it back?Not really.
What followed the complaint was that the marketing gameplay of each platform made everyone scratch their heads, and the complicated gameplay such as full reduction, assistance, and order discounts made everyone click on the shopping platform and have no desire. Everyone misses the no-routine price reduction discount at the beginning of the birth of the big promotion, and now in order to make up the dozens of full reductions, they have bought a bunch of unnecessary things, and they will have to return them in the future, wasting resources.
From the perspective of merchants, there is less and less organic traffic, more and more expensive paid traffic, and if you don't open a through train, you won't open a promotion ranking that will always be at the bottom, and you won't even have the opportunity to be the best product.
SlowlyGood products have no sales, and inferior products that spend money on promotion are at the top all year round, forming a vicious circle, you are not the only online shopping platform, and it is understandable that users lose to other platforms.
My stuff is the best, why is it that no one appreciates it?”
Whether a product is good or not is not the final word of the brand, but the market. You say that it is cheap because the material is not good, and I have a good material so the cost is high, so do you understand what the real demand of consumers for this product is?There are so many people who buy bad materials, so does it step on the pain points of consumers?The quality of the materials used is only an added value.
Have you done any user demand research?Or the product manager said that this product can sell out and produce large goods, and the brand will always live in its own garden of Eden, which does not meet the real needs of consumers.
There is also a kind of brand that completely relies on feelings to do the market and sell goods, relying on the feeling of "people" to judge the sales market of this product, and blindly putting it into production causes a pile of inventory. Without the prediction of the information system, the sales data can only be manually reported layer by layer, which is undoubtedly the practice in this information agePlay Snake with your smartphone
The low price has not been conducive to the development of the brand, the most indispensable thing in the retail industry is the brand, the low price of the small brand, can the volume be a big brand with a perfect chain, in case of product quality problems caused by the cost compression of the extremely low price, the final gain outweighs the loss. Highlight their own advantages and play differentiation, this is the moat that belongs to the brand.
It is not the era when there are products and goods that can be sold, but the era of how to meet consumers to the greatest extent.