The bell of the chopping hand is about to ring, and what awaits the "beaters" is a carnival of consumption. At the beginning of November, online shopping entered the high tide time, and the "Double 11" entering the 13th year was still lively, attracting a large number of young people.
However, under the bustle, young people's attitude towards Singles' Day seems to have quietly changed. Some people come with great interest, enthusiastically join the shopping carnival, and become crazy tailmen; others are funny and look down on the happiness of "chopping hands".
On a social platform, #Do not participate in the Double Eleven Action # ranked second in the list of hot topics for many consecutive days, with 710 discussions and 737,000 views enough to show the degree of concern of the majority of netizens.
It is conceivable that the "do not buy" commented by netizens poked the hearts of many "double 11 non-staff personnel".
So, what's the reason behind this?
Double 11 consumption rules are complicated, and "matryoshka" offers dissuade consumers
With the development of time, Singles' Day has gradually lost the original connotation of Singles' Day and has become synonymous with the hot season.
Taobao initially redefined Singles' Day, and then continued to redefine Singles' Day. Although some planners say: "2021 is a year when Taobao does not have to be scolded", we as consumers can personally feel that this year's consumption rules are still the same recipe, the same taste: Taobao began to formulate a set of rules in mid-October, launched a series of value-added pre-order activities such as 11.10 points of seconds, 0.1 points of half payment and so on to stimulate people's consumption.
The consumption rules of Double 11 are similar to the dragon diagram of Wheeler's phenomenon in quantum mechanics: only the two observation points of the dragon head and the dragon tail are clear, and the rest is a fog. That is to say, we can think that in the double eleven shopping carnival, time is the dragon's head, the offer is the dragon's tail, and the middle is a mess.
Specifically, take the preferential information displayed by a cowhide square root small red shoe as an example: "Double Eleven rush to buy, the activity price is 3790 yuan, after the coupon 3760 yuan", "Platform annual member, discount 9.5% off is expected to save another 188 yuan!" "Over 3800 minus 300 yuan consumption coupons are available", "There are 36 hours, 56 minutes and 30 seconds before the end of the event"... I believe that many people will have a headache after seeing such advertising and start to calculate mathematical problems.
Endless product discounts, store discounts, cross-store full reductions, platform folds, social game red envelopes are dazzling, the full reduction increases inexplicable additional consumption, not full and missed the low-hanging on offers, many consumers face complex game routines, "matryoshka" offers feel powerless, disappointed and unhappy, many young people have been dissuaded.
Shoppers are packed with shopping festivals to dilute enthusiasm
New Year's Day, Valentine's Day, March 8th Goddess Day, Foodie's Day, Mother's Day, Beer Festival, Mid-year Promotion, Tanabata Wonder Story, School Opening Mobilization, Double Twelve...
According to the incomplete statistics of Zhejiang online reporters, from January to December, there are more than 80 large and small shopping festivals, including statutory holidays, specific categories of goods, festivals, etc., and the time span varies from 3 days to a month, which means that consumers can spend more than 6 shopping festivals almost every month. Coupled with the superposition of different shopping platforms, consumers are surrounded by shopping festivals all year round.
"There are all kinds of festivals, too many, basically when I want to buy at various times, there will actually be some discounts." Therefore, I will not feel that the Double Eleven offer is very strong. ”
"And it's not a special offer on a particular day, it's all shopping season."
"I don't feel anything, I usually buy everything I want to buy, and I won't wait for double 11"
"I feel like I usually have a lot of discounts."
We found in street interviews that many college students mention shopping festivals with this burnout mentality.
The increase in shopping festivals has led to consumers having some discounts when they want to buy, and consumers do not have to wait until the day of double 11 to buy, which also dilutes the enthusiasm of young people for double eleven to a certain extent.
The establishment of a rational consumption concept among young people
Generally speaking, there is not enough attention to the cost of time, and such talents who are more sensitive to price will be willing to spend a lot of time studying preferential policies. Contemporary young people are under great academic and life pressure, busy because of many things, few people are willing to go to online shopping platforms to roll dice, build stairs, pair up, and even play those mentally handicapped games under the guise of earning cash, and the focus is on spending a lot of time, there are not too many so-called discounts.
More and more young people are learning how to save and finance the future. The most prominent performance is the use of video membership, takeaway spelling, bargaining and other preferential activities, "can save the province", "wool" has increasingly become the pleasure of young people's consumption. In the face of Double Eleven, they do not spend money unscrupulously, but are careful; they are more willing to pay for what they really need than non-rigid needs, and they are also keen on multi-party price comparison when buying goods. More and more young people have rational thinking, and Singles' Day is just a farce in their eyes.
As the saying goes, "Contemporary young people are no longer young", maybe staying away from Singles' Day means not being young, at least their heads are more mature.