In the 2024 “618（June 18）” e-commerce promotion, e-commerce companies such as Taobao and JD.com ha【【微信】】ales, instead extending the duration of the e【【微信】】g discount offers

在2024年“618”电商促销活动中，淘宝、京东等电商公司纷纷取消预售，在加强折扣的基础上，拉长活动周期。

The pre-sale mechanism was once a strategy adopted by Chinese e-commerce platforms to help merchants stock up in ad【【微信】】ics pressure. However, 【【微信】】thod has actually put pressure on some businesses. 

预售机制曾是中国电商平台帮助商家提前备货、减少物流压力而采取的一种策略。但当前的预售方式反而对部分商家造成压力。

In the past two years, the traditional pre-sale mechanism promoted by e-commerce has been roasted by some consumers that "they started to pay the deposit more than a week in advance, 【【微信】】me of the final payment, and finally found that there was no much cheaper.” The discount for pre-sales and official sales is the same, so I paid my money in advance.”, “The discount for pre-sales and official sales is the same, so I just paid my money in advance.”

近两年，传统电商大促的预售机制被部分消费者吐槽“整整提早一周多就开始付定金，还要记着付尾款的时间，最后发现没有便宜多少。”“预售跟正式开售时的优惠是一样的，只是将我的钱提早支付过去了”

Analysts belie【【微信】】ten wrapped in the guise of major promotions, where merchants are generally re【【微信】】or sales. Coupled with matching funds and after-sales resources, corporate profits are affected as a result. Based on recent major promotion events, 【【微信】】e-sale mechanism has not pro【【微信】】 experience for both consumers and merchants.

分析人士认为，预售更多是包裹了大促的外衣，商家一般要降价销售，加上匹配资金和售后资源，企业利润因此受到影响。从近年大促的情况来看，预售机制对消费者、商家的体验都不太好。

In the increasingly competiti【【微信】】, how to better meet consumer needs through continuous inno【【微信】】f services will be a common problem that major e-commerce platforms need to face. Consumers are looking forward to a more concise and efficient shopping festival, 【【微信】】commerce platforms to continue promoting ser【【微信】】.

在竞争日益激烈的电商市场，如何通过不断创新和优化服务更好地满足消费者的需求，将是各大电商平台需要共同面对的问题。消费者期待看到一个更加简洁、高效的购物节，同时也期待电商平台能够持续推动服务升级。 

Besides canceling pre-sales, “Low price”, “simplicity” and “directness” are the core themes of e-commerce in this year's "618" promotion, claiming to adopt simple participation methods for consumers and merchants. 

除了取消预售外，“低价”“简单”“直接”是电商们在今年“618”大促主打的核心，宣称对消费者、商家都采用简单的参与方式。

In fact, it is a trend in recent years for e-commerce to greatly promote the play method of "simplifying the complexity". On the one hand, constrained by the "hunting" of Pinduoduo, Tiktok, Kwai, Video 【【微信】】, etc., traditional e-commerce should carry through the low-price strategy to the end. On the other hand, consumers' consumption concepts ha【【微信】】ity, and the emergence of new e-commerce and li【【微信】】e has made consumers aware of the possibility of the normalization of low prices in e-commerce.

实际上，电商大促玩法“化繁为简”是近年的趋势，一方面受制于拼多多、抖音、快手、视频号等的“围猎”，传统电商要将低价策略贯彻到底。另一方面，消费者的消费观念回归理性，新电商、直播电商的涌现，让消费者了解到电商低价常态化存在的可能性。