What Is "Double Eleven" In The Eyes Of College Students?

"Double eleven" Shopping Festival fireworks from Taobao to self entertainment development, from the online single line combustion to the city outside the city, online, offline, domestic and foreign full line of combustion, Taobao single day sales from 50 million yuan in 2009 surged, to Taobao and Tmall last day sold 57 billion 100 million yuan, around 7 years ago. There are two basic lines of the enterprise, which are two parallel lines with similar rails: one is the bottom line of government regulation, the other is the bottom line of self-discipline of industry. When the two lines are parallel, the industry will develop rapidly. If it is not parallel, it will turn and decelerate and accelerate overtaking. If there is another line, it is the antenna, such as high-speed rail, the power comes from the antenna, that is electric! Enterprises themselves should have a grounding line. It is a good business environment to connect the parallel lines with the two lines of the universe and the four lines.

In view of the "legend" of the "double eleven" Shopping Festival, teachers and students of marketing department of Shanghai Business School launched a small survey in October this year, aiming at college students who are still ready to contribute this year, "double eleven". The respondents were mainly college students in Shanghai, including Shanghai Business School, Shanghai Normal University, Shanghai University of Engineering Science, Shanghai Ocean University, Shanghai Ocean University, Shanghai Applied Technology University, China University of science and technology, East China University of political science and law, 35 colleges and universities. Through random interception or online visit, 800 questionnaires and 572 valid questionnaires were obtained.

1. college students' "double eleven" shopping enthusiasm continued to rise. Among the 572 effective questionnaires, 216 were male, 38% and 356 girls, accounting for 62%. Among the respondents, there were 304 people who had "double eleven" shopping experience last year, accounting for 53%, including 108 boys, 36% and 196 girls, accounting for 64%. This year, the proportion of students who had the intention to purchase "double eleven" increased to 65%, an increase of 12 percentage points over that of last year, but there was no significant change in the proportion of male to female students who planned to purchase, 35% of boys and 65% of girls. The survey data can draw two basic conclusions: (1) there is no basis for the saying that "girls have more desire to buy than boys"; (2) the desire for "double eleven" in college students has not only declined but also improved significantly. For such a loyal "double eleven" Shopping Festival fans, businesses should do better, this is a must!

2. because the temptation of cheap and explosive products is irresistible. In the statistical analysis of multiple reasons for the purchase of "double eleven", it was found that most respondents only selected two items in the three permitted options, which indicated that the shopping intention was more concentrated. The highest proportion of options was "cheap, the temptation of explosive products can not be resisted", accounting for 59%, that is, 59% of the respondents chose this option. Followed by "just buying things", accounting for 54%. Once again, "buy the goods together and buy them together", accounting for 50%. Only 18% of the students chose the habit of "getting used to it and having a sense of holidays". Only 17% of the students who chose to "follow the crowd and catch up with others" were more interested. From these data, it is said that "follow suit purchase", "crowd buying" and "holiday feeling" are not mainstream consumer behaviors. College students are also increasingly rational in their shopping. They have their own judgement and choice, they will not drift with the tide, they will go shopping like a carnival. It can be seen that "double eleven" is not a holiday for students, but only because the price is cheap, it is attractive to students. In the supplementary survey after the survey, respondents said: "I think the sales of double 11 may not be particularly related to the overall market situation in the year, but is directly related to the promotion efforts. We participate every year, but this year we may buy the most, because this year the red envelopes are very popular, which are 10 yuan, 10 yuan, and 200 yuan, and feel that this year's sales volume may exceed expectations." It is also because of this reason that some students wrote in an open-ended question: "I hope the price is down down down", "I hope there are more conscientious buyers, the prices will drop and fall", "I hope that the real price will be reduced, not the first price rise and then price reduction". Operators should have heard the voice of consumers!

3. after buying, feeling gullible and doubting the authenticity of price is not the main reason why "double eleven" does not want to buy. The bad stories about "double eleven" are always heard, but for those who do not want to join in the "double eleven", they are not affected by the "legend", mainly because of their own reasons. According to the survey data, 28% of the students chose "do not want to join in the excitement"; 24% of the students chose "no interest"; 20% of the students chose to "buy at any time, and then buy it when needed"; 16% of the students chose "not really much cheaper"; 12% of the students chose "express delivery"; 5% students chose "buy after feeling gullible" and "doubt the authenticity of the price". These data indicate that the reasons for not buying are varied. This is related to the students' personal buying habits. On the other hand, most students are not affected by public opinion alone. They decide whether to participate in buying according to their own feelings and needs. Among them, the lack of "double eleven" logistics distribution is not the main reason for the willingness to purchase. In this regard, a survey by the Shanghai Bailian Agel Ecommerce Ltd has also reached a similar conclusion. Consumers have a relatively strong tolerance for already expected defects, and they may not complain, but they will change the buying orientation and the frequency of purchase. This is a hidden problem which is worth the concern of the operators. The discomfort of consumers will change from quantitative change to qualitative change to a certain extent.

4. Taobao Tmall and Jingdong become the "double eleven" shopping first choice. On the choice of shopping website, 85% students choose Taobao Tmall, and 47% students choose Jingdong. Taobao Tmall and Jingdong become the first choice for college students to "double eleven" shopping. Others include: No. 1 shop is 23%; vip.com is 22%; poly beauty is 15%; suning.com is 12%; Amazon and Dangdang are 11% respectively. This is a question that can be opted for five options. The respondents chose only two options on average, which means that college students have established shopping routes and have formed certain shopping habits. But because our country has a large population and vast territory, Consumption level The uneven distribution of social experience leads to the complexity of our circulation channels, even though the electricity supplier is no exception. Big companies, big platforms and big financial resources can naturally create the best marketing results. However, small companies, small platforms and small financial resources still have certain survival and development space. A few big companies do not necessarily have the result of "you live and I die". The coexistence of small and medium-sized, comprehensive and professional co-existence, strong and weak co-existence may be the constant normal situation of China's circulation for a long time.

The first major reflection is whether the "double eleven" Shopping Festival can coordinate and neutralize the interests of all parties and give greater impetus to China's circulation industry. Mathematical research found that 7 is a strange number. According to the philosophical concept of Chinese saints, 7 is situated between 1 and 9, and has the basic conditions for the development of "extreme". The result of seven, 1, 7, 1 is 1234567654321 and 7 in the middle. The rule of this figure is exactly the same as that of the Chinese sage that "one change seven, seven changes nine". Chinese philosophers believe that the natural world follows the law of "one, seven, nine, one", and seven is in the middle, which has the function of coordination and neutralization. For example, pH value of substance pH is less than 7, pH is more than 7, pH value of pure water is 7. It can be seen that the 7 is a number that links the preceding and the following, advances steadily, carries forward the future and turns the tide of change. There are seven insects, seven days a week, seven open doors, seven Harry wars, seven funeral offerings, China's "seven fairy", the West's "Seven Dwarfs", the lucky slot on the slot machine, the casino points, the dice and the back points added to the music, the music has a scale, the ancient song and the song, the seven love marriage, the itching, the memory has the ridge, the abacus has the seed, the soda has seven happy, the cigarette has seven stars, the convenience has, the hotel has the sky, the movie has "the year of the year". From nature to the humanities world and then to the commercial field, there are everywhere the shadow of "7": there are seven stars and seven colors in the sky, there are seven continents and seven fans on the ground, people have seven orifices, and biology is divided into 7. Since 7 is a basic condition for developing to the extreme, it means that "double eleven" already has the conditions for transformation and upgrading.

The second question that needs reflection is: "double eleven" is just a holiday for shopping at a low price. (the survey data show that at least for some passionate Chinese students, it can not be said that "Carnival") can only be described as "low price Shopping Festival". Although sales are rising, the complaints about price and quality are obvious for the surveyed college students. Of the 572 questionnaires, 255 wrote about "double eleven", of which about 25% mentioned it. Price Or quality problems. This is a matter of great concern. Although it does not seriously affect consumers' willingness to shop, there is a force in the dark that pushes consumers to change their shopping intention step by step. Just as a trickle stream will eventually merge into a vast ocean, operators should have the ability to see the end from the source, to anticipate qualitative changes from quantity, and to understand the essence and awareness of phenomena from the perspective. Can we take the "double eleven" from " Shopping Festival "Evolved into a" Thanksgiving Day "with Chinese characteristics? Whenever the day comes, people will think of caring for their loved ones with the best things, grateful to those who have helped themselves, and showing their gratitude with a greeting. By that time, the price has become so small that taste, quality and character can show strength.

The third question that needs to be reconsidered is: where is the bottom line of the operator? In the era of peace, the "white knives into the red knife" approach will make consumers feel uncomfortable and uneasy. As entrepreneurs, as a challenger, as a destroyer of the old rules, this is nothing wrong, it is also a manifestation of social progress, but don't forget that China is the most complicated society with a channel problem. No one or two companies can absorb one market. Traditional retailers do not have integrity, and are even more common. However, because of limited means at that time, they are less damaging to consumers. Nowadays, due to the wide application of technical means, it is more necessary to derive various means to flicker to trust their fans, customers and users. If this is a normal situation, if it goes on like this, fans will be turned back, and fans will not be lifelong. We should advocate that data that should not be excavated should not be excavated, and data that should not be upgraded will not be upgraded. Data that should not be publicized should not be publicized, and data not to be displayed should not be displayed. The most fundamental thing in retail transformation is to return to the business ethics of "old people without shame". With the Internet, we should be open, transparent, fair and impartial. Do not abuse technical means to excavate the privacy data of consumers. Let alone do not abuse the technical means to get the virtual praise, achievement and reputation. If the enterprise is big, there may be a royal plot, especially if it wants to be the first.