Forumbeiträge

Maichel David
13. Apr. 2022
In Nacharbeit / Bemalung
After the popularity of Pinduoduo, more and more e-commerce platforms are also chasing the outlet of Pinduoduo. Recently, NetEase Yanxuan, which is famous for its high-quality selection of e-commerce, has also launched a group business, which has caused heated discussions in the entire industry for a while. According to the current situation disclosed by NetEase Yanxuan, NetEase Yanxuan's group business mainly includes APP group and 2-person group mode. Although in this process, NetEase Yanxuan will also provide some low-cost discounts, but they can only be purchased by new users. The purpose of this move is obviously to attract new users. Under the circumstance that NetEase Yanxuan has long been labeled as a boutique e-commerce business, if it is labeled as a group, will this cause NetEase Yanxuan's high-end brands to fall down? As the earliest boutique e-commerce star platform in China, under the influence of e-commerce companies and the jigsaw puzzle market, has the boutique e-commerce Fax List represented by NetEase Yanxuan experienced a development bottleneck? The grouping function is destined to be a very risky move for NetEase Yanxuan. Boutique e-commerce is on the rise, NetEase Xiaomi leads Ali Jingdong to follow up NetEase's Yanxuan and Pinduoduo's explorations in different directions have sparked public debate about "consumption upgrading" or "consumption downgrading". It is undeniable that the grading of consumption certainly exists. Before the existence of e-commerce, a trading venue for consumers with different purchasing power was formed. When online has also become an important scene of transactions, e-commerce will also appear the phenomenon of consumption classification with the development. Selected e-commerce companies represented by NetEase Yanxuan target consumers who do not value big brands but require higher product quality and experience.
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Maichel David
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