Douyin E-commerce Modifies Rules, Focuses on Low Prices; Other Platforms' Low-Price Strategies

TapTechNews July 17th news, Tech Planet reported that Douyin E-commerce will again modify the Investment Rules of the Douyin Mall Low-Price Flash Sale Channel, merging the Blockbuster Flash Sale and Daily Flash Sale entrances, increasing the weight of low prices, and giving a large amount of display to the entrances or sections related to low prices.

Change in the price requirement for the offered price (usually refers to the lowest price commitment provided by merchants to consumers in promotional activities or price competition):

It is adjusted from needing to be ≤ 150 yuan to needing to be ≤ 100 yuan.

Delete the discount requirement of needing to be ≤ 90%.

The lowest marked price traceability period is extended from the past 1 day to the past 14 days.

In order to allow consumers to find products with even lower prices, the Douyin Mall has also launched the Find Good Prices channel, claiming that it can compare prices and find the lowest price in the mall. The entrance of this channel is juxtaposed with important businesses of Douyin E-commerce such as Hourly Delivery and Shop Globally.

The mainstream e-commerce platforms have all elevated low prices to the core strategy of the platform. According to TapTechNews' previous report, the brand Jingxi under JD.com, which focuses on high cost-effectiveness, was renamed Jingxi Self-Operated to provide lower-priced goods in a fully managed mode. It is reported that the Taotian Group weakened the strategy of allocating traffic according to prices, but stated that it does not mean not doing low prices, but being more targeted.