The "Double 11" Is Really The Best Price For The Whole Year.

The "mutual help" covers 2 billion dollars. Recently, the first thing that Xiao Liu, who lives in Shandong, gets up every day, is to send this help message to friends and relatives, asking them to help themselves on the client side and win a red envelope for their own team. A week away from the "double 11", Xiao Liu risked being pulled by his friends and sent a request for help from WeChat day after day, so far he has earned 19.92 yuan.

At the launch of Tmall's "double 11" global Carnival this year, Tmall president and Taobao President Jiang Fan announced that on November 11th, Tmall's official flagship store from 200 thousand brands across the world would launch the largest discount in history, saving at least 50 billion yuan for users. But the complicated preferential rules, which look beautiful, but in fact do not have such a substantial price, and the lack of sincerity, still make many consumers have doubts about the "double 11", which is known as the annual best price shopping event.

No discount rules

This year's "double 11", the mainstream game is still pre-sale and full discount, but this game threshold is getting higher and higher. Reporters at Tmall's flagship store website showed that the preferential rules of the store included a variety of ways: 800 to 150, 1299 to 250; to buy 3 items, to get 1 yuan to empty the shopping cart; to pick up a red envelope worth 100 yuan; and to pay the value of 6000 yuan on the first day of the "double 11" day, and to pay the value of 2000 yuan for the former ten.

In order to save money, customers try their best to collect and reduce all of them, but in the end, there is always a part of them to get together, and no matter how they are counted, they can not escape the fate of being slaughtered.

In addition to full reduction, the latter can be said to rely on the luck of consumers. How many are you buying? How many lucky red packets are there? What is the probability that the buyer will get the opportunity to empty the shopping cart? The information is not provided by the merchants, the buyers can not refer to it, nor can they see the purchase of other consumers. Accordingly, the concessional activities offered by businessmen should be considered in good faith.

Perhaps it is a sense of shopping that consumers are becoming increasingly insensitive. In order to mobilize the enthusiasm for participation, Tmall's "double 11" launched the "double 11" partnership program for the first time this year, accumulating energy value through team completion tasks, in return for Tmall shopping envelopes. So recently, many people have received links to inviting friends to help their own teams. One point is not enough, and every day helps. If today's team loses in PK, the accumulated energy value will be reduced to a minimum. In order not to pull his teammates' hind legs, Xiao Liu had to send links to all kinds of friends every day. He complained to reporters that "the money has not been divided into many parts, and the human debt is almost not yet up."

　 Invisible routines

Not only the preferential threshold is high, but also the operation of some businesses is full.

Although claiming to be the lowest price of the year, the reporter has noticed from some previous purchase reviews of some commodities that some stores' merchandise had already been reduced in price in other shopping festivals other than "double 11", and the preferential prices were basically the same as those on the "double 11" day. Some stores will secretly raise the price of goods before the "double 11". After the so-called preferential price reduction, it is actually not much cheaper.

Although buyers can deduct a certain amount through the advance deposit, the hard cash advance deposit is a problem that consumers have to think twice when choosing goods.

According to the deposit rule of Tmall 2019 "double 11" activities, after the deposit is paid, the consumer fails to pay the final payment or the consumer applies for a refund due to their own reasons, and the deposit is not refunded if the relevant rules of the Tmall rules and other related rules are not refunded. If the two sides agree to refund the deposit together, the consumer can contact the merchant to refund the deposit. That is to say, once a deposit is paid, it is not so easy to go back on it. If the deadline for payment is exceeded, the deposit and the discount will be gone.

Some businesses who do not participate in the reduction activities make a lot of contributions on the gifts. Although the description of the gift is very attractive, the businessman even calculated the value of the gift correspondingly for the customer, but how much substantial discount can be converted to it, and it can only be said that the business is reasonable.

What is more, some manufacturers will sell some of their products called "special electricity supplier" for the purpose of increasing sales volume. The so-called "special supplier of electricity" refers to goods with lower prices and slightly inferior quality, which often occurs in clothing, electrical appliances, shoes and hats, bags and other commodity categories. Obviously, it is an officially certified online store, but the quality of the purchased goods is different from that of the counter, so the operation to deal with it must be greatly reduced in the consumer's mind.

　 Consumers who no longer cheat

Even "double 11" should be sold at three. While browsing the official website of a clothing brand and Tmall flagship store, the reporter found that although the same item had been reduced, the price of some Tmall flagship stores was still not as good as official website or purchase. For example, a official net price of 219 yuan skirt, flagship store price is 224 yuan.

On the other side, the "double 11" war of e-commerce platform has not yet started. The physical shopping malls have already started the carnival mode, and the discount strength is no smaller than that of online. This means more choices and parity for customers.

In addition, with the rise of the rational consumption concept such as minimalism and pragmatism, more and more people are able to maintain a clear mind when facing the temptation of numbers, and do not move at a lower discount, giving priority to the practical value and the degree of their own needs.

The monthly income of 8000 yuan publicity, in this year's "double 11" activities, it appears a lot of reason, "impulse consumption is the devil." Last year, "double 11" almost cost me two months' wages, bought a lot of things that I didn't need, and I regretted paying the money, but most of them paid the deposit in advance. This year I set myself the highest budget, only buying what I need most, and the rest will not look at it. "

In essence, the "double 11" has also been more and more detached from the original purpose of creating the most cost-effective Shopping Festival in the whole year. Smart businessmen try to change their patterns and use dazzling numbers to hide the money of consumers. In addition to "double 11", "double 12", "618", "Tanabata Festival", "99 quarter" and "38 quarter", any festival that can be celebrated can become a promoter for businesses to increase their sales volume and performance indicators in a short time. Over time, consumers will no longer be easy to bite.

In an interview with our newspaper reporter, Song Qinghui, an economist, pointed out that the pre-sale strategy of businessmen just caught the psychology of consumers taking advantage of petty gain, and then attracted them to make more impulse spending. Before the "double 11", some businesses secretly increased their prices to the "double 11" that day, and then reduced prices. In fact, they had been suspected of consumer fraud. It was suggested that consumers try to avoid shopping on the "double 11" day. They should be rational consumption, and refused to "limit", "spike" and some other marketing gimmicks.

With rational consumption becoming mainstream, some consumers are less concerned about "double 11". They are basically tired of digital games and carnival. The "double 11" Shopping Festival has increasingly become a game of interest between businessmen and consumers, and has struggled to keep its own interests in the way of routines and counter suits. I hope that similar shopping will save more energy and be more sincere and less routine, so that consumers can directly buy and buy locally.