Alert To E-Commerce: The Middle-Aged And Elderly Trapped In The Live Broadcasting Room Become "New Leeks"?

The live broadcast of e-commerce is no longer just a place for young people.

? ? “ Mom bought you a box of mangoes. It should be here in a few days. You should remember to take it back. Xiaoshan, a netizen from Beijing, received a message from her mother. To her surprise, her mother, who has always been an Internet marginal person, even started online shopping.

? ? ? After getting back the mango, Xiaoshan can only sigh helplessly, and he is really fooled. It costs 9 yuan and 9 yuan per box. There are 32 small green mangoes in it. Even if it has been kept for a week, there is still no sign of ripening.

? ? ? This just know, originally this is not mother's first online shopping, from fruit to clothing, from cosmetics to daily necessities, now mother has become a veritable "chop hands party". The source of all shopping is not Taobao and pinduoduo, but the live room that I watch every day.

Once the mother who had been teaching herself not to buy online blindly, now she has fallen into the crazy shopping in the live room“ 9 yuan and 9 parcels of mail "," welfare products are sold in seconds "," the last ten pieces are sold out of the shelves "... Mothers are constantly brainwashed by the anchor's words, and they hand over their wallets in the so-called temptation.

In the face of their children's persuasion, they still keep their own stubborn: you say I spend money recklessly, look at these things at home, which one is not bought back by me, compared several families to find such a cheap one. I didn't buy it well this time. I just missed it. I'll change it next time.

Now, more and more middle-aged and elderly people have crossed the digital divide and become the online shopping group, and the short video platform has become their online shopping battlefield. A shop owner who specializes in live broadcasting also said: "it is obvious that middle-aged users are more and more willing to spend money. They place orders at the same time of live interaction, and buy what is fashionable."

By observing the fan portrait of the owner's account, we can find that her fans are mainly women over 40 years old, which is inseparable from her main clothing category. However, the number of fans of more than one million also proves that the middle-aged and elderly groups are enthusiastic about shopping in the live room.

? ? ? ? When there are more and more middle-aged and elderly groups in the live room, the anchors have fully grasped their psychology, and low-cost temptation, serial routines and plot interpretation begin to play. As they get deeper and deeper in the studio, who can pull them?

Middle aged people addicted to the studio

? ? ? Unconsciously, the middle-aged and old people have become a new generation addicted to mobile phones《 According to the report, the average monthly use of mobile Internet has increased to at least 118 hours per month. That is to say, the middle-aged and elderly groups use the Internet at least four hours a day, and the relevant data will continue to show an upward trend in the future（ Here, the silver haired group refers to the middle-aged and elderly group over 45 years old)

After the square dance and short video, shopping in the live room has become a new way of entertainment for the elders. ?

"In the past, it was my parents who nagged us that we should not always stare at computers and mobile phones. Now it's all reversed. When parents watch live broadcast at home, they can watch it for a day. Sometimes they don't go to bed until midnight, and they always buy a lot of things." KK just changed smart phones to his parents the year before last. He wanted to make them better adapt to the Internet era, but he found that his parents began to indulge in the webcast room.

I don't know when to start, more and more express delivery at home, almost every day to go to the rookie station. Mom can always find a reason why she bought these things“ This thing is cheaper than other shops "," this is agricultural products "," the family just want to buy "... In the face of these words, KK can only express helplessness.

The parents' shopping behavior in the live broadcasting room, however, makes Ruo Ruo who works in other places collapse“ I always buy things I don't need without saying hello, and the quality is very poor. Even if I have told my parents that I don't need to buy things for myself, I can still receive express delivery occasionally.

For Ruo Ruo, the family is not a particularly wealthy family. The old couple's monthly salary is only 5000 or 6000 yuan, and it will cost 1000 yuan or 2000 yuan to buy things in the studio alone. Mothers may feel that they have bought cheap things in the studio and saved themselves a lot of money, but they spend a lot of money unconsciously!

In Zhihu search "parents live room shopping", you can also see many netizens for help“ What can I do if my mother is addicted to shopping in Taobao live room“ How to save parents from watching live TV and buying products“ What should my mother do if she is obsessed with live shopping A series of Posts reflect the parents' crazy shopping in the live room.

Not long ago, the topic of microblog ? elder addicted to shopping in live room should be dissuaded ? also on the hot search, "addicted", "helpless", "helpless"... Become the common words used by young people to describe their parents' online shopping.

In the face of their elders' obsession, many netizens also said that they should be guided in the right way instead of preaching blindly. In the network world, the cognition of the elders is still limited. Only by keeping a calm and rational attitude, following the good advice and reasonably guiding their Internet behavior, can they have sufficient motivation to put down their mobile phones.

It's not just shopping in the studio

For the elders, especially mothers, most of them need to worry about food and clothing. Buying and buying has become a mother's living habit. Since they feel the benefits and convenience of shopping in the live room, they have become more and more out of control. In pursuit of the cost performance ratio, they also naturally applied the skills of shopping in the live room.

Just as young people recognize Wei Ya and Li Jiaqi, mothers also have their own anchor“ In fact, we don't buy what we see. Some people publicize it very well when they live, but when they come back, the things are very common. In this way, we will not go to watch them again. If we meet a good studio, we will trust them very much. If there is a suitable one, we will buy them directly. " Online shopping experienced aunt Meng said so.

It's normal for parents to feel the pleasure of "chopping hands" in the live broadcasting room. As long as you buy good things, you always share them with your neighbors and "show off" to your children. In the process, they are happy.

But the realistic reason, actually always lets us pierce the heart. When young people go to the big city to look for a broad world, their parents' emotional sustenance is gone, which makes them unable to find other topics except for the trivial matters of firewood, rice, oil, salt, soy sauce, vinegar and tea. The lack of companionship and the object of conversation has become a major problem in front of them.

A formula has also been circulated on the Internet: if we can only go home to accompany our parents for seven days in a year, we can get along with our parents for 11 hours at most. If our parents are now 60 years old and live to be 80 years old, our actual time with our parents is only 1540 hours, that is 64 days.

Middle aged and elderly people need more and more company, and most of their children can not meet their need of companionship. In the live broadcasting room, the anchorman's full of explanation gives parents a sense of company, while the interaction in the comments allows them to participate in it in person.

This new way of shopping stimulates their monotonous life and realizes their sense of existence in spirit, which is an unprecedented satisfaction for them. What's more, cheap things on the Internet will not let the middle-aged and elderly people who have experienced material shortage have a "sense of guilt" in the process of buying and buying, which has become a kind of psychological decompression in disguise for them.

It turns out that shopping in the live room is just one of their ways of relieving loneliness.

Harvesting middle-aged and old people in live broadcasting room

? ? ? ? Today's middle-aged and elderly people have experienced the era of material scarcity, and the psychology of collecting cheap and collecting wool to save living costs will be more prominent.

? ? ? ? If you open a live broadcasting room, you can hear the announcer yell, "this product is a welfare product. It starts at 8 o'clock sharp. You can take it at half price. You can reduce another 10 yuan for the coupon. Are you ready for it?". Such a discount, coupled with the sound and affection of the host and playing the "family" card, immediately captured the hearts of the elders.

Many live broadcast will take advantage of their psychology, using a variety of promotional language and second kill, limited purchase and other games to routine. If there is no need, it will create demand for you, and parents will easily pay for it under the stimulation of anchor script.

Not only that, in front of the elders who lack the ability to distinguish the new things on the Internet, the anchors have also set up their own personal settings“ "Independent entrepreneurship", "single mother", "public welfare to help farmers"... The story of the anchor let the elders enjoy talking about it, and they are also full of trust. Even if their children tell them not to listen to the stories in the studio, they are still enjoying it.

? ? ? Zhihu netizens shared a shopping experience of his mother, "my mother bought a 500 + skin care kit, which was extremely inferior as soon as it was opened. It was said that the anchor tried it himself and made it with medicinal materials, but it was the cosmetics of unknown small factories. I said that it's not good to buy something with the money. It's good to have a large factory with a low price and regular brand. She's still very aggrieved. I can't bear to say anything more. ".

There are also many netizens said that in fact, we do not care about money, that is, they are buying useless things every day. Many things are designed to be cheap, and they are not used when they are bought back, or some of them are not easy to use. I really don't know how to stop them from buying mindless things in the studio.

The elders couldn't control their shopping desire in the live broadcasting room, so they couldn't stop the discount and company feeling of the studio“ 9.9 yuan for a box of tissue. You can't afford to lose money, you can't be fooled. You can use it at home at any time, and it won't expire. " How can they control a product with such a low decision-making cost?

? ? ? Now the middle-aged and elderly groups have spare money and time. Their consumption ability and consumption demand are far higher than that of young people. For the late Internet users, consumption not only provides them with material needs, but also brings them more spiritual satisfaction to a great extent, and it also shortens the distance between them and the mainstream society.

There is a huge space for the middle-aged and the elderly to sink into the market, and there are many demands that can be dug deeply. From the previous TV shopping to the current live e-commerce, the middle-aged and elderly groups have always been the object of business competition. In particular, live e-commerce has basically penetrated into young people. If you want to seek new growth, you can only sink the market or expand the age circle.

? ? ? Middle aged and elderly groups began to play in the river and lake of live e-commerce, but they couldn't resist the routine of the anchors. Their cognition of live delivery is still relatively shallow. They can't rationally and objectively look at shopping in the live broadcasting room. They are more impulsive.

When they are attracted and cheated by the fast changing routines on the Internet, what we can do is to be more company and patient, and teach them how to correctly understand the shopping in the live room.