Taobao announced today that the 23rd of each month will be officially set up as “Taobao Sand Sculpture Day”. In addition to launching a great reward for netizens’ strange behaviors on this special “festival”, it will also launch a special study on “Sand Sculpture Culture”.
Horrible, every month is Valentine’s Day on the 14th. Now there is another “Sand Sculpture” festival on the 23rd of every month. Wouldn’t it be that I have to celebrate another 12 festivals for my daughter-in-law a year? ? The ball is you guys, the ball is really! Can you slow down the rhythm of the festival! My purse can’t stand it anymore! If I remember correctly, the nightmare started in 2009. At that time, Tmall Mall joined up with a few big merchants to launch a promotional event. I didn’t expect it to be an instant hit, and sales directly exploded. From then on, I don’t know if the major e-commerce companies are jealous, and the competition is about to start. According to my rough statistics, including but not limited to: 38th Goddess Shopping Festival, 618 Shopping Festival, 818 Shopping Festival, Anniversary Shopping Festival, Double Eleven Shopping Festival, Double Twelve Shopping Festival, and there will be a New Year’s Day when the Chinese New Year comes. . In addition to the various promotions in the middle, there is an average of one small festival in January and one big festival in two months. Good guy, there are not so many national statutory holidays. Motivation for e-commerce platform festivals? In fact, the most important motivation behind the frenzied e-commerce festivals must be to make small money. Today I will first discuss why e-commerce makes energy-saving and profitable. Our Chinese nation has several glorious traditions-come here, give face, or be a child, drink more hot water, get used to it, and celebrate the festival. During the holidays, in the hearts of our people, that is a big event with considerable weight. Usually it’s so tiring to work, and it’s hard to get to a festival. A big family gathers to have a good time. Isn’t it appropriate not to buy things? Not suitable! In the new era, young people now understand work more and the atmosphere of the festival is not as good as before, but we also have our own way of entertainment-surfing the Internet. According to a study done by scholars, young people surfing the Internet tend to be emotionally affected by the external stimuli of the platform environment and make impulsive purchases under the influence. This kind of stimulation, on the one hand, is that a large number of shopping platforms use algorithms and AI technology to continuously push consumers’ favorite and exquisite product promotion graphics. On the other hand, it comes from the discussion and sharing of netizens. Everyone is buying, buying, buying, even if there is nothing needed, symbolically chop and chop your hands, then you can be considered as a member of the atmosphere group. After enough groups make purchases, e-commerce companies do not have to worry about making money. Of course, the era of festivals is divided, and it is not shabby to make money. As long as the quality is good, the price is low, and the product is value for money, our consumers are also happy. However, the threshold for this kind of purely collective preference is too low, and the imitability is too strong. To put it bluntly, it is a price war, anyone can do it, today you will be on Double Eleven, tomorrow I will be a 618, and the final result is that every home appliance business has its own holiday, which cannot be seen between different platforms. distinction. Consumers go directly to the numbness during the holidays and don’t want to buy anything. If the platform wants to break through many festivals, it must be innovative in form. Based on this, I divided the festival event into two versions: version 1.0, which is a purely collective discount event, which promotes sales growth by lowering prices and unifying demand time. The 2.0 version is the sand sculpture festival of Taobao. In version 2.0, the sale of goods is no longer the goal, but the way to achieve the goal. To put it simply, as an e-commerce platform, Taobao has achieved the top stream. However, Taobao’s ambitions don’t stop there. Taobao wants to gather and gain users’ recognition through the many funny sand sculptures it has accumulated, and then transform into a comprehensive social shopping platform. An e-commerce company that can only shop has limited imagination. But an e-commerce community with interactive, content, social, and gatherings of people has unlimited prospects in the future. On the surface, Taobao, which spends money every day to find “sand sculptures”, is very sand sculpture. But in fact, Taobao has already pointed to the future.