不玩预售了，今年618淘宝京东打什么主意？_老虎社区_美港股上老虎

不玩预售了，今年618淘宝京东打什么主意？

第一财经05-06

电商平台的618大战渐渐拉开序幕，取消预售成为传统电商平台开出的"第一枪"。5月6日，第一财经记者了解到，今年天猫618将取消官方预售环节。相比往年，今年天猫618将简化为两波现货售卖期，第一波自5月20日晚8点开始，第二波自5月31日晚8点开始。在两波售卖期中，淘宝天猫将针对不同类型商家开启多个营销会场。此前，有消息称一份面向京东商家生态伙伴的文件提到今年京东618也将直接"开门红"，进行现货...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

暂无评论

热议股票

7x24

全部

关于我们·老虎社区守则·老虎社区账号管理规范·老虎社区服务协议·老虎社区隐私政策

公司名称：北京至简风宜信息技术有限公司

违法和不良信息投诉：010-5681-3562（工作时间9:30-18:30）

邮箱：service@laohu8.com

营业执照：91110105MA01A4U55R

ICP备：京ICP备18016422号

网安备：京公网安备11010502036490

关注我们

{"i18n":{"language":"zh_CN"},"data":{"share":"https://www.laohu8.com/m/news/2433752884?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2024-05-06 21:16","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2433752884","market":"hk","top_or_hot":-1,"title":"不玩预售了，今年618淘宝京东打什么主意？","media":"第一财经","content":"<div>\n<p>电商平台的618大战渐渐拉开序幕，取消预售成为传统电商平台开出的\"第一枪\"。5月6日，第一财经记者了解到，今年天猫618将取消官方预售环节。相比往年，今年天猫618将简化为两波现货售卖期，第一波自5月20日晚8点开始，第二波自5月31日晚8点开始。在两波售卖期中，淘宝天猫将针对不同类型商家开启多个营销会场。此前，有消息称一份面向京东商家生态伙伴的文件提到今年京东618也将直接\"开门红\"，进行现货...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2024050621173287d8975b&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>不玩预售了，今年618淘宝京东打什么主意？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n不玩预售了，今年618淘宝京东打什么主意？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2024-05-06 21:16 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2024050621173287d8975b&s=b><strong>第一财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>电商平台的618大战渐渐拉开序幕，取消预售成为传统电商平台开出的\"第一枪\"。5月6日，第一财经记者了解到，今年天猫618将取消官方预售环节。相比往年，今年天猫618将简化为两波现货售卖期，第一波自5月20日晚8点开始，第二波自5月31日晚8点开始。在两波售卖期中，淘宝天猫将针对不同类型商家开启多个营销会场。此前，有消息称一份面向京东商家生态伙伴的文件提到今年京东618也将直接\"开门红\"，进行现货...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2024050621173287d8975b&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0868486357.SGD","symbol_name":"JPMorgan Funds - Emerging Markets Opportunities A (acc) SGD-H","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2024050621173287d8975b&s=b","article_id":"2433752884","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2024050621173287d8975b&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2433752884","pubTimestamp":1715001409,"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"5月6日，第一财经记者了解到，今年天猫618将取消官方预售环节。相比往年，今年天猫618将简化为两波现货售卖期，第一波自5月20日晚8点开始，第二波自5月31日晚8点开始。该消息尚未得到京东官方确认。不过，2023年双11，京东就已经喊出了\"取消预售现货开卖\"的口号。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"89618":"京东集团-SWR","89988":"阿里巴巴-SWR","LU0868486357.SGD":"JPMorgan Funds - Emerging Markets Opportunities A (acc) SGD-H","LU0128522744.USD":"TEMPLETON EMERGING MARKETS \"A\" ACC","LU0106959298.USD":"UBS (LUX) EQUITY FUND - EMERGING MARKETS SUSTAINABLE LEADERS (USD) \"P\" (USD) ACC","LU0072462343.USD":"贝莱德亚洲巨龙基金","LU1023057109.AUD":"BGF CHINA \"A2\" (AUDHDG) ACC","LU0214875030.USD":"HSBC GIF BRIC EQUITY \"M2C\" (USD) ACC","LU0228367735.SGD":"Eastspring Investments - Asian Equity Fund AS SGD","LU0315179316.USD":"EASTSPRING INVESTMENTS ASIAN DYNAMIC \"A\" (USD) ACC","LU0791590937.USD":"ALLSPRING  EMERGING MARKTES EQUITY INCOME \"A\" (USD)","LU0320764755.SGD":"FTIF - Templeton Asian Growth A Acc SGD","LU0293314216.USD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"A\" (USD) ACC","BK1517":"云办公","IE0032431581.USD":"PINEBRIDGE GREATER CHINA EQUITY \"A\" (USD) ACC","BK1575":"同股不同权","LU0348735423.USD":"ALLIANZ HONG KONG EQUITY \"A\" (USD) INC","BK1584":"蚂蚁金服概念","LU0588545904.SGD":"Eastspring Investments - Asian Equity Income ASDM SGD","IE0034224299.USD":"PINEBRIDGE ASIA EX JAPAN EQUITY \"A\" (USD) ACC","BK1610":"ETF&股票定投概念","LU0588545730.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY INCOME \"ADM\" (USD) INC","LU0348805143.USD":"ALLIANZ ENHANCED ALL CHINA EQUITY \"A\" (USD) INC","LU0048597586.USD":"富达亚洲焦点A","LU0456827905.SGD":"JPMorgan Funds - China A (acc) SGD","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC","JD":"京东","LU0128522157.USD":"TEMPLETON ASIAN GROWTH \"A\" ACC","LU0348783233.USD":"安联东方收入型 CI A Dis美元","LU0348784397.USD":"ALLIANZ ORIENTAL INCOME \"A\" (USD) ACC","LU1044874839.SGD":"THREADNEEDLE (LUX) ASIAN CONTRARIAN EQUITY \"AGH\" (SGDHDG) ACC","LU0384037296.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AT\" (USD) ACC","LU1282649067.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AMG\" (USD) INC A","LU0348788117.USD":"ALLIANZ EMERGING ASIA EQUITY \"A\" (USD) INC","LU0488056044.USD":"Allianz Asian Multi Income Plus Cl AM DIS USD","BK1249":"综合零售","LU0052750758.USD":"富兰克林中国基金A Acc","BABA":"阿里巴巴","09988":"阿里巴巴-SW","BK1608":"元宇宙概念","IE00BGV7N243.SGD":"FSSA Global Emerging Markets Focus I Acc SGD","LU0051755006.USD":"摩根大通中国A (dist)","LU0315178854.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY INCOME \"A\" ACC","LU1044876610.USD":"THREADNEEDLE (LUX) ASIAN CONTRARIAN EQUITY \"ZU\" (USD) ACC","IE00B3M56506.USD":"NEUBERGER BERMAN EMERGING MARKETS EQUITY \"A\" (USD) ACC","IE00B543WZ88.USD":"NEUBERGER BERMAN CHINA EQUITY \"A\" (USD) ACC","LU0029875118.USD":"TEMPLETON ASIAN GROWTH \"A\" INC","LU0417516571.SGD":"Allianz Oriental Income Cl AT Acc SGD","LU0456842615.SGD":"JPMorgan Funds - Emerging Markets Equity A (acc) SGD","09618":"京东集团-SW","LU0130103400.USD":"Natixis Harris Associates Global Equity RA USD","LU0320764599.SGD":"FTIF - Templeton China A Acc SGD"},"translate_title":"I don't play pre-sales anymore, what's the idea of Taobao Jingdong on 618 this year?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"89988":0.6,"09988":1,"09618":1,"BABA":0.9,"JD":0.9},"content_text":"电商平台的618大战渐渐拉开序幕，取消预售成为传统电商平台开出的\"第一枪\"。5月6日，第一财经记者了解到，今年天猫618将取消官方预售环节。相比往年，今年天猫618将简化为两波现货售卖期，第一波自5月20日晚8点开始，第二波自5月31日晚8点开始。在两波售卖期中，淘宝天猫将针对不同类型商家开启多个营销会场。此前，有消息称一份面向京东商家生态伙伴的文件提到今年京东618也将直接\"开门红\"，进行现货售卖，随后依次进入专场期、高潮期和返场期。该消息尚未得到京东官方确认。不过，2023年双11，京东就已经喊出了\"取消预售现货开卖\"的口号。预售模式在电商大促中已被运用近十年，如今，取消预售的背后，天猫京东都在传达简化大促玩法、提升消费者体验的心智。海豚智库创始人、电商分析师李成东认为，从去年双11来看，去年京东取消预售的确带来了用户体验的提升，今年天猫取消预售，也是为了防止一部分用户在预售期内流向其他电商平台。随着大促规模的发展，预售模式所带来的问题也在凸显。零售电商行业专家、百联咨询创始人庄帅分析，近年来，随着参与预售的商家和消费群体不断扩大，预售模式也开始出现问题：例如预售的商品不能按期发货、补差价出现涨价情况、售后服务与普通商品不一致等，甚至出现金融风险。同时，这也造成了部分消费体验变差、风险上升，使得电商平台口碑和平台其他正常售卖商品的商家均受影响。电商平台的调整背后，相比过往预售带来的营销刺激以及预售模式对商家库存风险的减轻，电商平台赢得用户的手段正向进一步体现价格力和售后服务保障靠拢。记者了解到，今年618，天猫在进行先涨后降管控以外，将支持商品从付款后至7月5日期间进行全程价保服务。618前夕，天猫推出了88vip用户无限次退货包运费、积分兑换现金红包等权益。取消预售模式对商家的影响也相对有限。一位淘宝家居类目商家对记者表示，取消预售对他的618布局并无太大影响。一方面，他的日常销售以现货为主，另一方面，今年淘宝自开年起促销活动不断，\"大促常态化\"的情况下，618备货压力并不大。\"电商平台取消预售最主要的原因还是商家参与热情不高，或者是效果不好。消费者参与的热情不如以往。同时，预售会让商品价格、玩法会比较透明，不利于平台与竞争对手展开灵活的竞争。\"艾媒咨询集团CEO兼首席分析师张毅对记者表示，在他看来，的确有部分过去比较热衷于的商家在今年618的备货周期、库存、销售的不确定性会增强，但总体来说，消费者对预售的兴趣疲软，取消预售对商家来说不会有太大的损失。张毅认为，取消预售的同时，也意味着今年618平台需要将过去消费者和商家习惯的618、双11玩法进行革新，新的营销，新的玩法，新的手段，或许将成为今年618的一个明显特征。同时，商品性价比、产品力的竞争也将在今年618变得更为激烈，除了实惠的价格，对产品的创新或是营销驱动消费者以旧换新、满足消费者新应用需求和场景的尝试也值得关注。","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false}}