Shifting Away from Pre-Sales in E-Commerce Platforms

The chapter explores how e-commerce retailers in China are moving away from pre-sales strategies towards direct live streaming promotions, simpler pricing, and a focus on consumer experience and affordability. It discusses the challenges faced by smaller stores with complex promotion schemes during major shopping festivals and the potential benefits for logistics companies with improved prediction. The episode also emphasizes the importance of building brand images, core strengths, and evolving strategies to compete beyond pricing in the competitive e-commerce market.