Can "Double 11" Give Consumers Something Real?

According to the world clothing shoes and hats net, approaching.

"I heard a lot of comments, saying that facing the" double 11 "bombardment, there is almost no escape.

On the Internet are "double 11" news, offline bus stops and subway stations are also "double 11" promotions, and the news at home is still related to the "double 11" promotion.

Like everyone else, I often receive SMS promotion from "double 11" recently. I received a message yesterday, and the content of the message is that it gave me 1000 yuan unconditionally.

1000 yuan to anyone is money, right, so I can not help but open a little.

It is found that the so-called 1000 yuan is actually a marketing tool.

For example, if you want to get these 1000 dollars, you must first recharge 5000, and then you can get 6000 yuan. If the "double 11" is purchased on the same day, the 6000 yuan can be returned to you 2000. After these seven turns, it is not so clear and clear that "send" you 1000 yuan.

This reminds me of a scene where a bowl of rice, a little soy sauce and a little mustard can be eaten.

Now this bowl of rice has been packaged many times, and after processing many times, it is not only a bowl of rice. It may have vegetables on it. There may be various kinds of seasoning on it, and there are also packages wrapped outside.

The original demand of "double 11" is to promote sales through an activity.

Because, in the fourth quarter of the year, there is a relatively low sales gap between national day and Christmas.

After all, in the past October, there was a sales champion for the National Day holiday. Next Christmas New Year's day, there was a new year's sales peak. So, at this time of November, it was a relatively low sales period, and merchants wanted to boost sales through an activity.

The slogan "double half off" at the beginning of the "double 11" is that we hope to give users a cheaper and more affordable price, so that we can buy satisfactory products.

It was originally a tool to promote sales of electricity with the price reduction as the main dimension. However, over the past few years, the practice of "double 11" businesses has been increasingly extended, and can be seen from the following points.

First, the promotion from one day to two days or even 20 days.

Now login to major websites, like Taobao.

Suning,

And so on, all of them started the pre-sale of "double 11" very early and took a long time to do so.

Second, there are more and more marketing methods and tools.

For example, in advance, the red envelope is also divided into home red envelopes, outfield red packets, full red packets and unconditional red packets.

There are probably more than ten kinds of red envelopes.

There is also the advance payment of marketing activities, that is, before the activity to advance a certain amount of money, to "double 11" that day can mortgage a certain amount of money.

I saw a message yesterday that 10 thousand yuan in advance can be used as a 100 thousand yuan to make it. I was also curious about what was so expensive.

I think the "double 11" has changed a bit. From the original attempt to promote consumption with a simple profit reduction promotion, it has become a bombing campaign that keeps driving consumers, looting consumers and occupying consumers.

An inappropriate example is like a group of sheep. You drive it from east to west, it may hide away, drive from west to south, and then the sheep hide, but then rush from south to north.

Such endless bombing, sheep and herd can not be avoided, and consumers are like sheep in this scene.

In the face of this scene, you have to think, "double 11" can do 100 billion sales, or 150 billion sales is still so important? I wonder if we can from the perspective of the industry, can not be a little back to the truth, give consumers some solid things?

To do retail and manage, I have always believed in two sentences, one is to normalate things; two, to simplify complex matters.

The so-called normalization of the process of things, that is, every month every month to do things, can we do a process to run on their own.

The simplification of complex things is to make a tedious process from a retail perspective, from the perspective of user experience, and make it more and more simplified.

And for users, the simpler the process, the stronger the revenue.

But what we see now is another scenario, which is to normalize things every time into a one-off activity.

What is the reason behind the complexity of a simple thing? I think the reason behind it is nothing more than two. First, each platform is competing for each other's customers.

Second, businesses know that in the big scenario of "double 11", users have nowhere to run, and since there is no place to escape, it is better to put the consumption in their pockets.

From a businessman's point of view, it is understandable, but today I see more users become a group of stray lambs, which is what I feel most deeply before this year's "double 11".

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