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疫情封城重挫消费 中国 618 购物节成長放緩

21-Jun-22 15:19

疫情封城重挫消费 中国 618 购物节成長放緩

作为中国电商巨头之一,京东集团发起的『6.18 年中购物狂欢节』是规模仅次于对家阿里巴巴集团旗下淘宝所发起的『双 11』,而今年度的 6.18 才刚刚过去,就被作为贪温中国境内消费力的指标。京东数据显示:2022 年度总成交额高达 3,793 亿元人民币,再创新高纪录;不过,今年度成交额与往年相比,成长幅度却呈放缓趋势,年增率仅 10.3%。从 6.18,包括我们在内的各家媒体都洞悉了两个现象:疫情冲击导致消费者收入骤减,短期消费能力与意愿双双递减;中国政府在动态清零政策下的封控导致经济受挫,物流配送也面临阻力。

为了迎合狂欢气息,电商平台的商家们往往会在购物节释放各类票券、加大优惠力度,以在网购者一键清空购物车的狂浪中分得一杯羹;今年观察市场需求有所下调,电商圈子也开始出现了「躺平」现象。回看马来西亚市场,电商网购趋势近年来兴起,除了从中国这个电商开埠市场引进了不少便捷文化;一些借价格战谋得更高盈利的歪风也随之在败坏了市场健康平衡… 本期内容,我们就来聊聊:不在狂欢的购物节,是否昭示着电商平台大家正在走下坡路。

 

Produced by: 王能杰

Presented by: 王能杰&谭有胜&张康祺


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