Author: Shen Yibin **IT Times.
At 8 p.m. on January 17, Xiao Wang, who was staying on the e-commerce platform, placed an order for a laptop on time, and with the blessing of the New Year's Festival, Xiao Wang saved 500 yuan. At the same time, the figure that Xiao Wu bought in the Douyin live broadcast room** was also 30 yuan cheaper than usual......
The Spring Festival is approaching, and many e-commerce platforms such as Jingdong and Pinduoduo have put on new "clothes", and the three big characters of "New Year's Festival" have been printed on the cover of the app. In addition to receiving red envelopes and enjoying discounts, new e-commerce platforms such as Douyin and Meituan are also making efforts in the field of live streaming and instant retail, and merchants are playing with a variety of discounts. Only by identifying the characteristics of different e-commerce platforms can we make a good use of this year's New Year's Festival.
Receiving coupons, full reductions, and direct drops, these activities that are "tired" of shopping festivals are difficult to make consumers' eyes shine. On January 17 this year, the Tmall New Year's Festival on January 31 created a different way to play, allowing AI models to serve as consultants to help consumers choose New Year's goods.
Enter the main venue of the Tmall New Year Festival and enjoy an instant discount of 85% discount, super seckill, tens of billions of subsidies, low prices every day and many other sectors for consumers to choose, and a limited number of popular products are also purchased by lottery at 10 o'clock every day.
The most eye-catching thing is the "AI New Year's Goods" section. A series of questions floated from below like a barrage, and clicking on one of them at random will enter the "**Ask" large model dialog box, where you can ask about any product you want, and you can also let the AI recommend it. For example, enter "recommend a camera", *ask will recommend a Sony camera according to the consumer's daily shopping habits, and list the camera model, advantages, **sales, etc., click to directly enter the purchase interface, and can also be used with the consumption voucher received at the main venue. If the recommended product is not satisfied, AI will also classify three list rankings according to the monthly sales: the king area, the treasure area, and the excellent area, and consumers can choose from them.
In addition to direct shopping link recommendations, AI can also help consumers select products. For example, ask "What kind of camera do I need to shoot the starry sky?" At this time, the company no longer gives a link, but lists the camera hardware such as full-frame, wide-angle lens, and large-aperture lenses and shooting parameters such as ISO values, duration, and white balance conditions, so that consumers can have a reasonable reference for camera software and hardware and buy more suitable products.
If you want to buy good things, it is best to deliver fresh New Year's goods such as wine, fruits and vegetables immediately, and Meituan, which has the advantage of instant retail, has opened up with major offline supermarkets and embarked on the road of arriving at home when you place an order for New Year's goods.
The Meituan New Year's Festival is on January 5th and February 25th, and the Meituan homepage does not have a prosperous New Year's atmosphere like JD.com, how to find the entrance to the New Year's Festival? Enter the words "20% off the New Year's Festival" in the search box to enter the main venue, where the theme color of Meituan has also changed from yellow to festive red.
The first thing that catches your eye is the discount products that pop up one after another, mainly wine, fruits, and snacks, among which the discounts for liquor are 7 except for MoutaiAbout 5% off. There is a row of general coupons for supermarkets below, ranging from 15 yuan to a maximum of 600 yuan, and there are greater discounts for designated products of different merchants. Taking digital products as an example, the iPhone15 Pro in some stores will be reduced by 1050 yuan if it is over 7500 yuan, ** the same as other e-commerce platforms, but it can be delivered within an hour.
The live broadcast label in the lower right corner is also a feature of Meituan's New Year Festival, where chain supermarkets such as Lianhua Supermarket, Yonghui Supermarket, and Meiyijia will conduct live broadcasts to bring consumers the most preferential products. Among them, Meituan's self-operated Little Elephant Supermarket specially created a gift box for the New Year's Festival, such as milk, fruits, nuts and other essential New Year's goods at home.
January 17 February 17 is the time of Jingdong New Year's Festival, during which consumers can enjoy a discount of 30 yuan for a full 200 yuan. But if you want to enjoy the Jingdong New Year Festival, you can't miss the key time nodes, and you even need to count the days to buy things.
Entering the homepage of JD.com, the red-hot interface creates an atmosphere for the New Year. The "New Year's Festival is good and cheap" below the search box is the entrance to the event. After entering the main venue, consumers should not be in a hurry to receive red envelopes to choose products, but open the Jingdong New Year's Festival calendar above, 22nd and 23rd 3C digital, 24th and 25th home appliances, 26th and 27th clothing and beauty ......Every day, there will be a different type of product recommendation with the best deals.
Once you're familiar with the calendar, you can move on. At this time,Jingdong will give a visit to the venue、Get a coupon order、Three ways to play the first to buy explosive products,Take the 22nd and 23rd 3C digital day as an example,In the way to play at the venue,Digital products will be classified according to the highest 24 interest-free installments、Trade-in up to 800 yuan subsidy、Discount and then minus 50 yuan and other benefits,From the past according to the product selection discount to look at the discount to pick the goods,Solve the distress of consumers to make up the order。
The coupon ordering strategy is a continuation of the traditional red envelope activity, with a variety of red envelopes such as 200 yuan off for 2024 yuan, 30 yuan for 100 yuan, and 20 yuan for 500 yuan for consumers to choose. Consumers should pay attention not only to the type of product, but also to the time of use. In the early purchase of explosive products, Jingdong will recommend the main popular products of the day to carry out ** direct drops, and you can directly enjoy the price reduction without making up an order.
In the face of many New Year's goods, many consumers have made a "difficult choice", which one is good and which one is difficult to choose. At this time, you only need to enter "New Year's Goods List" in the search box on the homepage, and you can directly enter the Jingdong Super New Year's Goods Gold List. Gift lists, health lists, digital lists, fashion lists and other products will be arranged according to the ratings, and then matched with discounts on the New Year's Festival to achieve good quality and low prices.
Live streaming is becoming more and more popular, and Douyin will naturally not miss the opportunity of the New Year's Festival. Compared with JD.com and Meituan, the Douyin New Year Festival lasts for a shorter period of time, from January 13 to January 28. But this does not affect consumers' enthusiasm for consumption on this "new" e-commerce platform, and now the name of Douyin** has also been changed to the New Year's Festival.
Entering the main venue of the Douyin New Year Festival, the line of "70 yuan off from 300 yuan for instant discount coupons" is very eye-catching, and there are everything from snacks to clothing and other goods below. In order to make it more convenient for consumers to choose the type of discount, the Douyin New Year Festival is also divided into two sections: coupon collection and instant reduction, in which you can receive a full 70 yuan minus 8 yuan, a full 150 yuan minus 80 yuan, and a full 300 yuan minus 40 yuan three red envelopes, and you will also get a ** opportunity every day at 0 o'clock to get a general red envelope of an indefinite amount. Although the discount section is not as large as the coupon section, it can be purchased directly and does not need to be collected and reused.
Major time-honored brands in Shanghai such as Guangming, Bee Flower, Lao Shengchang, and Lao Xiangzhai also used the Douyin platform to open the live broadcast of New Year's Festival discounts, and various gameplay methods such as full reduction, discounts, red envelopes, and full gifts were carried out in the live broadcast room. Taking bee flowers as an example, the live broadcast during the New Year's Festival will regularly allow the audience to draw lucky bags, give newcomer coupons, and launch a limited gift box for the Year of the Dragon.