Wei Jing/ Beijing Daily
Nearly half a month before this year's Double Eleven, and the promotional wars of major e-commerce platforms, anchors and merchants have already been in full swing. Whether you want to or not, it is basically impossible to escape the bombardment of relevant information in this carnival tug-of-war. Faced with increasingly complex rules of the game, consumers involved not only have to "do their homework" and "copy their homework", but also have to be busy joining groups and reselling. At the same time, scalpers and counterfeit shops are also ready to move.
guide is flying all over the sky, making people feel nostalgic
"Cousin, where can I get the coupons for the full discount this year across stores?" On the weekend, looking at more than a dozen products that have been added to my shopping cart one after another, Xiao Yao suddenly remembered a key question - the full discount discount claimed by the platform. In my impression, in previous years, I needed to use shopping points to exchange for coupons in advance and use them during settlement. I searched through the page this year, but I couldn’t find the place to receive the coupon.
"No need to collect it at this time. The amount will be reduced directly when the amount is full." After sending a message for advice, Xiao Yao quickly received a reply from her cousin, the "coupon expert". She had just sighed, "It's okay, it's quite convenient." The phone vibrated again, and my cousin added a reminder, "There are likely to be a large coupon a day or two in advance, and you can get one or two hundred or two thousand or a few hundred or a few hundred or a few hundred. If there is one, you can get it. You can use it with a full discount."
"Why is there a large coupon? Where to put it out in advance? Should you grab it at some point..." Xiao Yao felt that his head had become a batter again, and threw the phone aside to express his giving up. After many years of Double Eleven, for her, the longer the front line is stretched, the more complicated the gameplay is, and the time nodes and new concept nouns need to be remembered are emerging one after another. "Actually, the rules have been simplified this time. The most complicated thing in my impression is that when I formed a team and stacked a cat, the deposit was expanded, and the cash back was rebate in building a building... The price of the page promotion can't be raised. If you want to get some cheaper, it will take a lot of time and cost."
This year, Xiao Yao felt the most "strategy". How to buy something more cost-effective? Starting from mid-October, various price comparison tables are flying all over the sky. Compared with various platforms, duty-free shops, and even 618 in previous years, it is also necessary to accurately convert the prices per gram and per milliliter... The posts on social platforms that have "purchase strategies" have good readings. My cousin also posted several posts, but the dense small words made her unable to read them carefully.
recalls that I first got involved in Double Eleven in 2014. Xiao Yao deliberately found the order at that time - it was called "11.11 Shopping Carnival", without "pre-sale" and no "snatch". The three books ordered on November 11th were originally priced at 108.8 yuan, no deposit, red envelope, or full discount, and 54.4 yuan. Tmall points will be automatically discounted by 0.87 yuan, and the final payment will be 53.53 yuan. "Actually, this discount is almost the same after the promotion, but you are required to pay early, and you have to complete various activities and tasks. I miss the once easy and simple Double Eleven!"
experience is discounted, and stocking up may waste
hairpin four-piece set, Panasonic rice cooker , Dyson hair dryer... In Gege's mobile phone memo, the list of Double Eleven to be purchased has been listed on the screen and is being added continuously. For buyers like her who have adapted to the Double Eleven gameplay, the complexity of the rules is not a threshold, and even the discounts are made by adding or deducting them may still be a pleasure. "The most difficult thing to overcome is the emotion of being moved by everything you see."
As a lonely young man, Princess is not fast in consuming various materials on a daily basis. After rummaging around at home, you can also find the roll of paper from last year and the laundry detergent from the previous year, which is enough for foundation for another three years. "But promotional information is bombarded one after another. As long as you watch a live broadcast, you can always find out where you still need to replenish the goods. If you don't seize the opportunity, you will lose."
There are many young people who are in conflict like Princess. While they are crazy, they try to collect residual reason and fight against their own "hamster hoarding disease".On social platforms, many users have posted pictures of their home stock, especially expensive beauty and skin care products. "Just to watch the live broadcast, I put them next to remind myself to buy less." A user asked, if I don't buy my own inventory this time, can I last until the next Double Eleven? A fancy dissuasion was performed in the comments, "Sisters, we still have 618 in the middle." "The endless skin care products will eventually become body lotion . If you spend so much money, will you feel sorry for applying it to your body in the end?"
In addition to adding a few household items such as pasting light strips, storage drawers, tablecloths and table mats, Sun Yan has decided not to stock up this year. "I bought a lot of things before, and I was a little tired of it before I used it up. I just wanted to consume them as soon as possible. The experience was not good. The urgency of 'use it more every time' also caused waste invisibly."
In her opinion, there are many "consumption festivals" created by merchants now. In addition to Double Eleven, there are New Year's Festival, 618, Double Twelve ... They will measure each other, and the prices will not be much different. It’s better to buy and use fresh ones as you like. "And recently, several friends and I have discovered that it is better to sleep more than eating, drinking, or using big-name products."
order-based purchases are affordable, don't find strangers
colleagues and friends, students in the same school, and netizens in the same city... Compared to directly reducing money, the marketing routine used in Double Eleven is to drive volume, and often use enough small and medium samples to make up a buy one get one get one get one get two get two get two get sets. If you feel that you can't use it and want to try it out, the purchasing method of "publishing orders" has been frequently mentioned and becoming more and more intense in recent years.
"I and my neighbor upstairs and I paired with Guerlain 's essence water . Each person is exactly two bottles, and they can be used up." Tongtong's mother said that some products that are expensive and cost-effective to buy more are worth it, and she will consider buying orders. But after searching for it, I have only made one order. "Because I only plan to fight with people I know, it is easy to discuss when meeting, otherwise it is too easy to cause disputes."
searched with "order-based" as the keyword, and the reporter found that different platforms have a large number of topics and groups to join. Netizens who could not find acquaintances to buy orders around them have formed gangs, claiming that they could trade through second-hand platforms, mail them, etc. to expand the scope of buying orders.
However, if you look closely at the discussion, you will find that there are many risks. For example, some people ask those who participate in order to pay a deposit in advance and do not refund the order. "Many popular promotional products may not be able to be grabbed. If you don't even buy them and are unwilling to refund them, where can you find them?" Tongtong's mother questioned. But if you don’t pay the deposit, if you buy the goods and the person participating in the order will regret it, you can only buy it by biting the bullet and digesting it.
In addition, when the initiator settles the accounts, he basically calculates the money according to the price of the product. "In fact, the full reduction of the cross-store platform is not included." Some netizens reported that many professional scalpers on Double Eleven will make the difference by buying orders. "What's more, whether the products sent by the other party are true or false, how to guarantee the quality? It's really hard to believe someone you don't know at all."
official is not guaranteed, and be careful to identify the counterfeit
during the promotion, in addition to the promotion, many bloggers will also come out to fight against counterfeiting, and their targets are some official flagship stores on e-commerce platforms. People may not realize that they often buy a copycat version of the product they originally wanted to buy in official flagship stores.
"When I received the goods, I found that not only was the color far different from the one I saw in the previous recommended pictures, but also the problem of poor water leakage, but the outer packaging looked almost the same." Netizen Xiaoguo posted that he bought an eyeliner at an official flagship store. After asking the customer service repeatedly, he found that it was just a product of the same name from a domestic manufacturer and had nothing to do with the foreign brand that "planted grass".
Industry insiders told reporters that intellectual property rights have regional characteristics. When overseas brands enter the Chinese market, they need to register local trademarks in my country. It is not possible to own a certain trademark abroad, but to own it naturally in China.
Then, if you register local trademarks before a brand that has not yet entered the domestic market, the merchant can provide the e-commerce platform with the trademark registration certificate or the trademark acceptance notice , thereby registering a brand flagship store.If the registered brand wants to enter the domestic e-commerce platform, it must be replaced with another name.
reporters found that "brand confusion" caused by trademark registration is very common on e-commerce platforms. Although these counterfeit stores seem to have loopholes, they are not illegal in terms of the current qualification process. When asking customer service, you will usually tell your background truthfully. If there is no substantive quality problem, it cannot be called fake products or false advertising. If consumers do not want to be kept in the dark, they need to know whether the target brand has opened an official flagship store in China, what is the exact name, and check the store's corporate qualifications related information before making a specific judgment.
Senior editor of this issue Xingtan
