The race to beat Amazon! Fall Prime is in trouble

In the past two days, Amazon announced the official news of its autumn Prime Day. However, foreign media soon broke the news that several of Amazon’s old rivals are waiting to snipe this autumn Prime Day. Walmart, Target and others have started the peak season discount festival in advance!

Amazon's "Prime Early Access Day" is set from October 11th to 12th, allowing Prime members to enjoy the discounts of Black Friday and Cyber ​​Monday at the end of the year in advance. Yesterday we mentioned that this early promotion operation is nothing more than trying to intercept the shopping demand of Black Friday and Cyber ​​Monday in advance and reproduce Amazon's sales peak in 2020. However, Amazon's plan has also been predicted by its old rivals.

Around the time when Amazon officially announced the news, Walmart also publicly mentioned that it would launch a big holiday promotion in October, which would involve categories such as toys, household goods, electronics and beauty products. Walmart also mentioned that according to its own survey, more than half of Walmart customers will start planning their year-end holiday shopping in October, and Walmart is ready to meet their needs.

Target directly released the specific date of the early sale. Target will hold a holiday sale starting on October 6th and lasting until October 8th. The timing is just a few days before Amazon's "Prime Early Day", so it is hard not to think that it is targeting Amazon.

This year, Target also launched the "price guarantee" card. Although it is already very common in China, this service is still new in the US market. Target's "Holiday Price Match Guarantee" will be from October 6 to December 24, covering the entire year-end peak season. If there is a lower price during this period, Target will be responsible for after-sales service.

Major platforms have brought forward their big promotions and even offered price guarantees to intercept traffic from Amazon's Fall Member Day, which confirms our analysis yesterday that the situation this year is not optimistic. Several institutions have predicted that this year's year-end peak season (November-January) will see a rare slowdown in growth, with sales growth expected to be only around 4%-6%, far lower than last year's 15.1%. Therefore, e-commerce platforms have done everything they can to eat up demand in this window period of October and bring traffic to their own platforms through big promotions in advance.

The situation at the end of this year is very severe and there will be many unexpected situations. It is also unknown what effect the heavily targeted autumn Prime Day can achieve. Everyone can join our core selling circle to discuss the direction and response methods of the year-end peak season and study the balance between expansion and profit.