This is a 6.18 in the absence of a head anchor. This 6.18 is destined to be extraordinary. As the largest shopping festival in the middle of the year, June 18 was given the expectation of boosting consumer confidence under the epidemic. It also shoulders the mission of clearing inventory for businesses and driving platform sales. However, compared with previous years, this year's June 18 was particularly "calm". Although JD always held the kick-off meeting of the 6.18 e-commerce shopping festival and released the war report, tmall, also the leading e-commerce, did not hold a press conference. It just released 25 Business relief policies in the early stage, and its war report of breaking the 100 million yuan has not been released. At the same time, Alibaba's internal employees disclosed that this year, the 6.18 publicity decorations were rarely seen in the Alibaba park. In previous years, when there were big promotions, they hung incentive slogans, played the "winning drum" and distributed "barley" indicating "big sales". Since May, e-commerce platforms have been more inclined to publicize the platform's work in ESG (i.e. environment, society and Governance) and merchant relief. The shopping festival is also gradually reducing the "sense of ceremony", the front is lengthened, and the grand occasion of staying up late to grab orders no longer exists. Experts said that the function of the June 18 Shopping Festival is to promote consumption with high-quality and low-cost goods, boost confidence, stimulate service employment with active market demand, and increase the number of transaction buyers to solve the difficulties of small, medium and micro enterprises. We should not only focus on the present, but also look beyond the present and June 18, focus on the combination of the short, medium and long term, and provide a realistic path for further releasing the consumption potential and promoting the sustainable recovery of consumption from the perspective of systematic and comprehensive promotion of consumption, so as to stabilize the consumption base through comprehensive innovation and quality improvement. Simplifying preferential rules and not staying up late has become an industry consensus, and the pre-sale of merchants has attracted attention In previous years, during e-commerce shopping festivals such as June 18 and double 11, consumers would hold their mobile phones until 12 p.m. and start to grab goods and pay the balance with their "eyelids". In recent years, it has become an industry consensus to stop consumers from staying up late. From the start of pre-sale to 8:00 p.m., the "front" has been continuously stretched. On June 18 this year, both jd.com and tmall.com announced the launch of the June 18 event in May, and the pre-sale and rush purchase time were fully advanced. Jd.com and tmall 6.18 officially opened at 8 p.m. on May 23 and 8 p.m. on May 26, respectively. The first rush of tmall started at 8 p.m. on May 31, and the second rush started at 8 p.m. on June 15. JD 6.18 event is divided into "pre-sale period", "good start", "Scene period" and "climax period". Not only the pre-sale, but also the payment of the balance and the price of the whole category are opened at 8 p.m. on different dates. Consumers are most concerned about the full discount. Every time they go to the e-commerce shopping festival, some consumers complain that they are confused by the "price game" of e-commerce. This has also aroused the concern of the regulatory authorities. On June 2, when the e-commerce 6.18 Shopping Festival was in full swing, the State Administration of market supervision released the provisions on clearly marked prices and prohibition of price fraud (hereinafter referred to as the provisions), which refined and clarified the clearly marked price rules, supplemented and improved the identification standards and corresponding legal liabilities for some price violations. The provisions shall come into force as of july1,2022. In terms of clearly marked prices, the provisions clearly define the main price elements that should be marked and the pricing principles that should be followed by operators when selling goods or providing services. In the identification of price fraud, it clarifies the specific requirements of operators in price comparison, discount, price reduction and other activities, and lists the typical price fraud behaviors that should be prohibited; In terms of legal liability, we adhere to the principle of proportionate punishment. While clarifying the applicable penalties for violations of the provisions of clearly marked prices and other price violations, we also provide for lighter, mitigated or no penalties according to law. On June 18, the State Administration of market supervision also issued a document pointing to price fraud. Under strict supervision, the platform also began to simplify preferential rules this year. In previous years, the "deposit reduction" discount, which was difficult to calculate and which many consumers could not understand, was cancelled by tmall in this year's 6.18 event, and replaced by a more intuitive full reduction and price reduction. In other words, consumers can see the actual balance amount of the commodity while paying the deposit. JD also adopts the rules of cross store full discount and no voucher collection. From 8:00 p.m. on May 31 to June 20, some goods are directly ordered, and 50 yuan will be deducted for each full 299 yuan. Not only online, but also 6 · 18 activities are extended to offline to meet consumers' real-time consumption demands. Taking jd.com as an example, it has cooperated with millions of offline physical stores to realize online and offline synchronous activities, bringing consumers an instant consumption experience of "hours" or even "minutes". It is worth noting that on the eve of June 18 this year, the pre-sale mechanism launched by many businesses has been widely concerned. With the minute level online shopping service becoming the norm, some consumers began to ask why some e-commerce sellers "have to wait 10 days and a half months to buy a short sleeved shirt before shipping"? In fact, it's not just 6.18. The way of pre-sale has become a game for many businesses: some clearly indicate that they will deliver goods within 7 days or 15 days after placing an order; Some merchants even do not specify the delivery time; Some pre-sale time is too long; There are also many phenomena, such as no delivery after timeout and random change of delivery time; Some merchants wait for the first batch of products to be returned and replaced before the second batch of products are shipped; Or make an order after the pre-sale amount is received, and produce or notify that there is no goods as the case may be. The shell finance reporter of the Beijing News found that some operators have been used to using their business advantages to lock in consumers in advance and transfer market risks. The hardest hit areas are generally in the "clothing" and other sectors. An e-commerce practitioner told the Beijing News, "the inventory backlog of clothing enterprises has been serious all the time, so now many stores will adopt the pre-sale mode to transfer the (inventory) pressure to consumers." According to its disclosure, "the clothes received by many consumers (in the pre-sale mode) are actually the return and exchange of the first batch of products." For the chaos caused by pre-sale, Jiangsu Consumer Protection Commission called on e-commerce platforms not to overdraw brand reputation and damage the market atmosphere. Businesses should take effective measures to find the "greatest common divisor" between pre-sale interests and consumer rights protection. For the unfair format clauses in the pre-sale, such as non refundable prepayments, non refundable and non exchangeable commodities, and non acceptance of complaints and bad reviews, the enterprise shall conduct self-examination and self correction; Standardize the pre-sale process, fulfill the obligations of providing true and comprehensive information and product quality assurance, and protect consumers' right to know and choice. Ju Shang, Deputy Secretary General of Jiangsu Consumer Protection Commission, said that commodities can be sold in advance, and quality service and trust must not be overdrawn. Business marketing methods emerge in endlessly, among which the transfer of operating costs and risk considerations may be understandable, but attention should be paid to the degree of control and the balance of consumer rights and interests. If the enterprise can achieve accurate prediction and rapid response, and reasonably arrange production plan and safety stock, it can effectively avoid violations in pre-sale. Relief has become the main theme, focusing on environmental protection, and Beijing's consumption power is firmly in the forefront of the country According to jd.com's internal data, during jd.com's June 18, 2022, among the 31 provinces / municipalities / autonomous regions in China, Beijing ranked second in the country, ranked first in urban consumption, ranked first in customer unit price, and ranked fourth in the upward amount. Its brilliant consumption power ranked first in the country. Under the epidemic situation, June 18 this year was given the expectation of boosting consumer confidence and shouldering the mission of boosting sales of businesses. Many businesses said in an interview that "in the first half of this year, they were waiting for June 18 to increase sales and clear inventory". Zhu Keli, founding president of the National Research Institute for new economics, said that affected by the epidemic on June 18 this year, consumers generally choose to hold their pockets. The previous big promotion methods are difficult to play their role. In addition, the marginal utility of such consumer festivals is also decreasing year by year. The shell finance reporter of the Beijing News found that many businesses still have certain expectations for this shopping festival. However, compared with the situation in which the platform once hyped big promotion and war reporting, June 18 this year was particularly "calm". Although jd.com has always held the kick-off meeting of the June 18 e-commerce shopping festival and released the war report, tmall.com has not held a press conference this year. It has just released 25 Business relief policies in the early stage, and the war report of breaking the 100 million yuan has not been released. According to Alibaba's internal employees, this year's 6.18 publicity ornaments were rarely seen in the Alibaba park. In previous years, every time when the company promoted the hanging of incentive slogans, played the "winning drum" and distributed "barley" indicating "big sales", they disappeared this year. Since May, the platform has been more inclined to publicize its work in ESG and merchant relief. This year, there were 25 tmall 6.18 business initiatives, covering five aspects - financial subsidies, logistics facilitation, flow subsidies, special epidemic prevention measures and technology upgrading. On June 18 this year, the number of measures taken by Taobao tmall to help businesses is more than twice that of last year's tmall double 11. At the same time, it also cooperated with financial institutions to help businesses borrow money at low interest rates and receive money in advance. This year, tmall Taobao paid more attention to service construction and assistance, and specially set up a smooth service channel for merchants: the platform rules will be continuously updated dynamically, and consumer complaints caused by the epidemic will be exempted from punishment, and indicators such as the timely rate of collection and refund and return processing will not be assessed. Risks such as "scalper scavenging", "blackmail from bad reviews" and "peer attacks" will be intercepted in real time. Businesses will receive reminders or warnings if they misplace categories and set prices. In the past, problems that could only be solved by manual customer service can now be solved in a few seconds through the self-service in the "merchant service hall". Similarly, JD has also released 30 "three reductions and three excellence" business support measures, which will relieve the burden for small and medium-sized businesses by "reducing costs, reducing assessment, reducing risks, optimizing rules, optimizing efficiency and optimizing services". "For some categories, the technical service fees of new merchants will be refunded up to 100%, the store warranty deposit will be reduced by up to 80%, and the platform usage fee will be refunded up to half a year." During the "6.18" promotion of jd.com this year, jd.com merchants can also improve users' shopping experience and satisfaction by opening service tools such as freight insurance, price protection, rapid audit, and lightning refund, while reducing the amount of customer service consultation and disputes. Among them, the minimum cost of small piece freight insurance during JD 6.18 is only 0.01 yuan per order. Xin Lijun, CEO of JD retail, clearly put forward the indicators. He said that he would help small and medium-sized businesses increase the input-output ratio of JD 6.18 by at least 20%. In addition to the rescue, e-commerce platforms also released ESG reports and relevant data on the eve of the June 18 Shopping Festival. For example, JD has put forward the "carbon reduction 2030 action goal" in the fields of green operation, low-carbon supply chain, sustainable consumption, etc., that is, by 2030, it will work with partners to build an industry-leading roof photovoltaic power generation capacity ecosystem; By 2030, 100% of logistics vehicles will be replaced with new energy logistics vehicles; It is planned to achieve 100% environmental protection and regeneration of packaging materials by 2030; It is expected that by 2030, more than 80% of upstream brand enterprises will be promoted to carry out research and development of environmentally friendly packaging; By 2030, work with ecological partners to help Qianxing and Baiye improve the carbon reduction efficiency of digital technology through industrial digital transformation and upgrading. Xin Lijun said at the Jingdong 6.18 launch meeting that this year's Jingdong 6.18 is destined to be a different 6.18. Due to the impact of the outbreak of the epidemic in 2022 and other factors, the importance of the supply chain has been more widely and deeply recognized by the society, industries and consumers. Compared with the "big promotion" method, he also talked more about ensuring the stability of the social supply chain at the June 18 launch meeting. In this regard, Zhu Keli said that under the above background, e-commerce platforms emphasize ESG and rescue,