April 5, 23:00 pm.
Liang Wei opened the Dangdang APP, put the last book into the shopping cart, and waited for the official start of the Dangdang Book Festival at 0 o'clock.
For this day, she has selected more than a dozen books from a long time ago, and has collected a large number of full minus + wool raiders, ready to give these books a "one pot end".
However, when the clock rang at zero o'clock, the price of some books selected by Liang Wei suddenly rose, like the People's Literature Publishing House's "Les Misérables" directly from 55 yuan back to the original price of 110 yuan, according to the calculation of the "50% capping" activity, which is equivalent to a preferential loneliness.
This was something that Liang Wei had not expected.
Although it has long been mentioned in various raiders that when the book price is raised first and then stacked with the discount of "100-50" at the Book Festival, Liang Wei did not expect that the rising price would return to the original price, and even completely cover the 50 yuan of the "100-50" discount, so that she still needed to buy more books to get the full price reduction.
Not only is it not cheap, but I also buy a lot of unwanted books.
And of course, it is not only Liang Wei who is so troubled.
In response to the activities of the Dangdang Book Festival, it has caused a lot of complaints in the communities such as Weibo, Douban, and Xiaohongshu, and many users have said that "if you don't grab the coupon code, it is even more expensive than usual", "It is too difficult to dissuade you, the rules are too difficult, and you can buy it as you go", "It is too difficult to stay up late every day to grab coupons at 0 o'clock".
It is understood that the activities of the Dangdang Book Festival, in addition to "100-50", will also provide a coupon code and unlock this coupon code at 0: 9 o'clock and 14 o'clock every day. Users need to grab the right to use the coupon code on the basis of making up the full reduction.
For this kind of activity that relies pure luck to enjoy discounts, many people can't help but sigh: "This book festival, I am fooled again." ”
Dangdang's thousands of routines
Every literary and artistic youth is inseparable from paper reading, and Liang Wei is no exception.
She used to borrow books in the library, but this year because of the epidemic, she plans to rush a wave of books to celebrate. To this end, she has done a lot of strategies, including "what activities will be carried out by large publishing houses such as translation and people's literature", "how to distribute the coupon code when the coupon code is", "which translated book is more suitable for the full minus line of the card '100-50'" and so on.
Even under the premise that she knows in advance that the coupon code is not easy to grab, and when the price is raised first and then the price is raised, she still firmly believes that with the speed of her own concert tickets, there is no wool that cannot be grabbed.
But when the second hand and the minute hand overlapped, before the payment, she found that the book of 30 yuan rose to nearly 80 yuan a book, the discount code because of the "limited number" is almost no seconds, and there is no discount code, the price of the whole order is no different from the usual purchase. What is even more unexpected is that in her shopping cart, there are many books because they are not self-operated, and they do not participate in the full reduction activities of 100-50 and coupon codes, and they also need her to make another order.
That is to say, after the sudden increase in the price of books, the completion of the reduction, and the determination that all books are self-operated, they still have to compete with a number of people who do not have the right to use this one code.
"No wonder in less than 2 seconds, the coupon code was gone," Liang Wei said, "at that time, I felt like I was being put on a posing." ”
However, it is also a blessing in misfortune, and there are many readers who have been "put together" like Liang Wei, who are determined to support themselves and help each other.
In the Douban "buy books like a mountain, read like a silk" group with 590,000 readers, some Doubaners will share various coupons such as "300-100" and "400-100" from time to time, and some people will dry the results of single wool so that others can "copy homework", and also send books to share and discuss reading and sharing with group friends.
At the same time, in recent days, the painting style in the group has not been able to grab coupons, and the discount is not sincere enough, and it is more and more inclined to "give up the pawn, do not buy the li to save 100%", and even the condemnation posts have become more and more numerous.
On the other hand, the difficult to grab coupon code also contributed to the birth of the "coupon code scalper".
Taobao shows that in some stores, the price of the "400-100" coupon code ranges from 10 yuan to 15 yuan, and the price of "300-100" ranges from 20 yuan to 25 yuan, and the number of payers is almost as many as hundreds of people.
Of course, there are also scalpers who don't ask for money.
In Little Red Book, some bloggers will "give" fans a "400-100" coupon code, and as for the more affordable "300-100", they need to "enter the vx group for seconds".
In order to explore the truth, AI Blue Media Hui followed a certain discount code blogger into the so-called "second coupon code" WeChat group, but found that the frequency of this group code and the probability of grabbing the coupon are completely consistent with dangdang, nothing more than a few codes to carry over. When asked about the source of the coupon code, they only vaguely said: "I worked hard to brush it out" and "I applied for it with Dangdang".
The essence of the group is the baoma selling group mainly based on milk powder and diapers.
In short, this book festival, because when dang, there are too many pawns on the readers.
When the book festival is fragrant, it is not fragrant
At this point, I am afraid that everyone has realized: when it is a book festival, it is not fragrant.
Liang Wei actually understood this long ago.
She showed AI Blue Media a screenshot of her dangdang order in December last year: the same "Madame Bovary", which was purchased for 14 yuan in December and 25.2 yuan for the Book Festival; the same "Brave New World", which was 20.3 yuan in December, and the price of the Book Festival was 43.1 yuan.
Obviously, the price of the Book Festival has almost doubled, and the so-called preferential treatment is only equivalent to the "usual price before the resumption of the event", even if it is stacked with the discount code and evenly shared, it is not cheaper than before the event.
In addition, in the survey, AI Blue Media found that these coupon codes are not only distributed in the Book Festival, but also often seen reading bloggers sharing "400-100" or "300-100" coupon codes on weekdays.
Obviously, the Festival of Books is indeed not "sincere" enough.
Despite this, some people are still full of confidence in the Book Festival and Dangdang, and many people are optimistic about the promotion of Dangdang in the next few days: "There will definitely be a wave of big promotions on the 15th", "How will the 23rd Book Day reach the peak of the offer".
However, for now, these are at best speculations based on previous experience. In the "Reading Popular Colors" stage activity that opened on the 12th, the discount was not only not released, but also shortened the rush period to only 9 points and 14 points, and the sincerity of the subsequent activities was not yet known.
Of course, in the reading month to start the reading activities is not only dangdang, Jingdong's book festival on the basis of the full reduction can be directly at 20 o'clock to grab the volume, Pinduoduo's reading month is to enjoy tens of billions of subsidies do not have to be fully reduced, some stores on Taobao also opened the store book price promotion activities.
The activities on these platforms are not complicated, and the promotions are very clear and the rules are clear at a glance.
It can be said that even in the face of the reading month, the dangdang that claims to "buy books is of course dangdang" still lacks competitiveness.
In the eyes of many people, the last impression left by the Internet at present is the lace news of "Li Guoqing Yu yu and his wife tearing each other apart, don't have official seals in their pants belts", as for the company itself, it has long been forgotten in the Internet jianghu.
As a ten-year-old user of Dangdang, Liang Wei also expressed her views to AI Blue Media: "When I said that Kindle withdrew from the Chinese market at the beginning of the year, I thought that Dangdang would seize the opportunity of the paper book renaissance to kill back, and the result was not only nothing happening, but also the reading month was like this. ”
The tens of millions of routines of dangdang are still continuing, but there are not many users who are willing to continue to be "deceived".
*All names are pseudonyms at the request of the interviewee
(Source|.) AI Blue Media Collection Author| Yan Ye)