Write at the end

There is still more than a week before the curtain of 618 comes to an end. Of course, platforms and merchants can look forward to a new climax in the future. But it is undeniable that it is difficult for 618 to regain its former peak style.

From the user's perspective, 618 and Double 11 are becoming more and more like the Spring Festival Gala on New Year's Eve. They are an indispensable ritual in life, but they are no longer crazy. From the perspective of merchants and platforms, we need to think about more realistic issues: GMV is stagnant and user interest is waning. What value should 618 carry in the future?

In a short period of time, it will be difficult to find an answer to this question, but no one can avoid it.

 In the past two years, 618 has also sent some positive signals. For example, major platforms have issued slogans to focus on supporting small and medium-sized businesses, and have paid more attention to green environmental protection and public welfare concepts. These slogans and strategic visions may not all be implemented, but at least they reflect the platform’s willingness to reform.

The no longer crazy 618 may not disappear completely, but if it wants to rejuvenate, it must adapt to the changes of the times and realize new value.

At the request of the interviewees, Zixin and Alai in the article are pseudonyms.

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Source public account: Value Research Institute), focusing on the long-term value of enterprises.

This article is authorized by Everyone is a Product Manager Cooperative Media@Value Research Institute. Reprinting without permission is prohibited.

The title picture comes from Unsplash, based on the CC0 agreement

The opinions in this article represent only the author's own. The Renren Product Manager platform only provides information storage space services.