Analysis on Taobao’s 618 Shopping Festival Based on Customer Questionnaire Survey
DOI:
https://doi.org/10.54097/hbem.v20i.12301Keywords:
Taobao marketing strategies; questionnaire survey; e-commerce market.Abstract
With the end of the COVID-19, business gradually recovered. However, compared to previous years, the sales of Taobao 618 promotional activities this year are not as good as before. Through a questionnaire survey on Taobao users, this paper attempted to find the reason why the 618 activity is no longer attractive for the customers. According to the questionnaire, it can be concluded that the downward trend of Taobao 618 mainly includes the following aspects. Firstly, the consumption habits of the vast majority of consumer groups are transformed from material needs to spiritual needs, therefore, the demand for goods fell. Moreover, in the past, the 618 Shopping festival mainly promoted the market of mobile phones and other electronic devices saturated; What is more, social media like TikTok is marketing through live streaming, which attracted a large number of Taobao customer resources. In addition, due to the TikTok SME incentive mechanism, merchants are also gradually separated from Taobao. Lastly, e-commerce platform apparel industry pre-sale chaos, so that consumers lose confidence in online shopping.
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