The prelude to the mid year 618 promotion this year has gradually begun, and the cancellation of pre-sales has become an important adjustment made by traditional e-commerce platforms. According to JD Blackboard News on May 8th, this year JD 618 will be fully launched for spot sales at 8pm on May 31st. Taotian Group also announced on May 6th that this year's Tmall 618 will cancel official pre-sales and switch to direct sales mode. "The measures taken by Tmall and JD.com reflect consumers' preferences for simple and direct shopping experiences, as well as concerns about potential issues with pre-sale models." Mo Daiqing, Director and Senior Analyst of the Network Retail Department at the Network Economic and Social E-commerce Research Center, said that e-commerce platforms are constantly exploring and innovating sales models to better meet consumer needs and maintain their market competitiveness. Why was the pre-sale cancelled? In the e-commerce field, pre-sale mechanism is a flexible sales strategy that allows consumers to lock in their desired products in advance by paying a deposit. This mechanism not only helps businesses reduce inventory risks, lower production costs, and accelerate capital turnover, but also lays a solid foundation for subsequent formal sales. The head of a dairy e-commerce company told reporters, "Through pre-sales, we can grasp consumers' purchasing intentions in advance, thereby more accurately arranging production and logistics plans. This not only reduces inventory risks, but also allows us to recover funds in advance, effectively alleviating financial pressure." However, in reality, the pre-sale system has been repeatedly criticized by consumers. As of May 9th, there have been over 80000 complaints about pre-sales on the Black Cat Complaints Platform. Some consumers have reported that when purchasing goods, they were clearly marked as in stock, but after placing an order, they became pre-sale goods, resulting in longer waiting times and even missing the opportunity to use them. Some netizens have complained that they purchased pre-sale products, but the merchant has not yet shipped them. At the same time, consumers have found that in different sales channels (such as live streaming rooms, official flagship stores on various platforms, etc.), the price of the same pre-sale product is not uniform, and there may even be situations where purchasing pre-sale products in advance does not receive the expected discounts, but instead prices are higher. "Choosing online shopping is to save time and worry, but online pre-sales have turned worry free into a hassle," said a consumer on the Black Cat platform. In this regard, the industry generally believes that pre-sales have been gradually abandoned by e-commerce platforms such as Tmall and JD.com due to loopholes in their mechanisms. Zhuang Shuai, an expert in the retail e-commerce industry and founder of Bailian Consulting, told Securities Daily that as the scale of the large-scale promotion increases, the number of merchants and consumer groups participating in pre-sales continues to expand, and problems are also beginning to emerge. For example, pre-sale products cannot be shipped on schedule, price increases may occur when price differences are made up, after-sales service may not be consistent with regular products, and even financial risks may arise. This has led to a deterioration in consumer experience and an increase in consumption risks, which has affected the reputation of the platform and other merchants selling goods normally on the platform. Therefore, JD.com and Taotian Group have coincidentally cancelled the pre-sale system. In January of this year, the China Consumers Association released a report on the acceptance of complaints by the National Consumers Association in 2023, which showed that the pre-sale model of e-commerce platforms urgently needed to be standardized. At the same time, it pointed out that there were five major problems with the pre-sale model of e-commerce platforms - the lack of integrity in the price increase of "final payment"
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