When many workers are "tired and don't love" Double Eleven, female college students are busy with various spellings and discounts
Text | Caijing reporter Li Ying and Wang Yujuan
Edit | Yu Le
At 7:55 p.m. on October 20, Xiaojia's roommate's alarm clock rang, and there were still five minutes before the 2021 Taobao Double Eleven pre-sale event began.
In the dormitory, all kinds of tongues began to shout: "Who of you still wants shampoo, I want to find a single spell", "I am a little bit less than a little, can any of you help me make up", "I am so slow, I will help me grab cosmetics!" ”...... Rushing to the market is the same, so it is not lively.
That night, the same scene occurred on university campuses across the country: some people did not even have time to return to the dormitory after class, and simply squatted in the classroom li Jiaqi's live broadcast room; some classes did not go up, and returned to the dormitory early; some looked for people everywhere in the dormitory building group to spell out the single. But their purpose is the same: to grab the opportunity to pay the deposit, and to try to get the wool of double eleven.
After years of marketing bombardment, many "hit workers" have begun to get tired of the routines of merchants and "tired of not loving" Double Eleven. Judging from Tmall's data, the growth rate of the double eleven turnover has declined year after year since 2012, and some people even predict that the double eleven in 2021 will become the "coldest in history".
However, the atmosphere of Singles' Day on the university campus is still hot. The data also shows that the age group of participants in Double Eleven is "sinking": on the first day of the Jingdong Double Eleven pre-sale, consumers aged 18-35 accounted for more than 70%, and the participation of young people was further improved. Among them, female college students have definitely made a lot of contributions.
In this scene, platforms, merchants and anchors with goods must be happy to see. It can also be seen from the new initiatives launched by major e-commerce platforms this year that they are all tilted in the direction of "interaction" and "planting grass", catering to the consumer psychology and characteristics of college students.
<h1 class="pgc-h-arrow-right" data-track="10" > everyone is buying, and I can't fall behind</h1>
One of the characteristics of the female college student group is that the mood of shopping is particularly contagious. Everyone gathers in the dormitory to make a deal with each other, and often finds that they have bought far more than they had planned before.
When Xiao Jia bought food in the canteen at noon on the 20th, she saw that almost all the students waiting for the meal were shopping for Taobao, and I wanted to make plans for the pre-sale of the evening. In the past week, the repeated jump between Taobao and Xiaohongshu has become the daily routine of Xiaojia and her roommates, and everyone discusses what to buy with each other and amways with each other.
Unconsciously, everyone's shopping cart has accumulated more and more goods, many of which were not originally intended to buy. For example, Xiao Jia's shampoo is unexpected. "I didn't want to buy it, but I still have it." But the roommate wanted to buy, saying that buying two was cheaper than one, and we both ended up with a bottle for each person, which saved money. Xiao Jia said.
On the night of the pre-sale day, Liang Peiyu and a roommate discussed that a certain lipstick had a discount, which was very cheap, and soon attracted another roommate who did not care about Double Eleven. This roommate has not paid attention to the news of this year's Double Eleven, nor does he understand the operating rules, and even usually does not take the initiative to understand the efficacy and price of cosmetics. But eventually she bought some of her daily necessities, and because of the hassle, didn't buy the kind of thing that required a deposit. In addition, she also plans to place more orders on the day of Singles' Day.
Speaking of consumption affected by the environment, I feel a little deeply. On the day of the pre-sale, the weiwei dormitory building group suddenly became hot, and the group that originally did not have dozens of messages at the end of the day began to be filled with various spelling information. "There are no sisters double 11 spelling skin spring b5 repair cream", "there are sisters spelling Aidusa eyelashes bottoming", "shower gel three missing one, there is no one to spell ah"...
In a group of message recording screens that Weiwei showed us, we can see that daily necessities such as skin care products, shampoos, shower gels, and tissues have become the main objects of everyone's order. A scrambling message is sent, and basically there is an immediate response.
Those who are not in the single group and want to find someone to spell a single, then turn into a walking lawn planter, Amway to the friends around her, to persuade her to buy together. When Weiwei went to get takeaway, she encountered such a scene in the elevator: Girl A wanted girl B to fight makeup remover cream with her, B said that she already had a lot, A said in a joking tone that B's makeup removal products were not easy to use, and then used various reasons to persuade B to spell together.
Driven by the surrounding single atmosphere, some people's shopping desire will be stimulated and amplified, opening the "buy, buy, buy" mode. A friend of Wei Wei sent a circle of friends sighing after the crazy single spelling behavior: what kind of gold sucking magic cave is the female college student's dormitory single group, six hours ago I didn't want to buy anything, but now I have unconsciously spelled these for a year.
<h1 class="pgc-h-arrow-right" data-track="39" > "think about it or lose it"</h1>
Living in the collective, Liang Peiyu often has moments when she is wrapped up in the consumption level of her classmates. She usually buys lipstick price of 50-60 yuan, seeing that some students buy more than 300 yuan of big-name lipstick, she also wants to use the opportunity of double eleven to consume upgrades, and finally bought a certain lipstick worth more than 100 yuan. "Psychologically, I think I have earned, and I think about it intellectually or I have lost, in fact, lipstick is similar to the mouth."
Psychology expert Liu Aimin believes that the main factors that cause impulse consumption are herd psychology, speculative psychology and comparison psychology. Especially in the warm shopping guide scene and response atmosphere in the live broadcast room, as well as the group place such as the school dormitory, the greater the degree of influence of the individual by the group and the environment.
A limited-edition rush is a classic example. "For example, there are 500,000 people participating in the live broadcast, but the amount of 100 goods is definitely not seconds." However, in the second round and the third round, the anchor will grab the consumer little by little by continuously increasing the amount, enhance his stickiness and sense of participation, and make the consumer feel that he still has a chance and is full of hope. Liu Aimin pointed out that this makes use of the speculative psychology of consumers taking advantage of the situation, and the herd psychology in the group consumption environment.
Herd mentality is more likely to prevail in groups of students who are not deeply involved in the world and are in collective life. In the field of deep contact between people in college dormitories, it is often easier to form a strong group atmosphere. For shopping carnivals, individuals will get a sense of integration from onlookers to participation. Liang Peiyu admitted that when she saw her classmates buy something in the circle of friends, she also wanted to have it, otherwise "there will be worries that they are incompatible with their classmates." ”
"I don't want to be isolated by the group, I want to have a sense of participation in this group atmosphere, and I don't want to be left behind." Liu Aimin told us that in this case, students will be infected by the group consumption atmosphere, and may buy some items that are not planned in order to find common shopping topics with their roommates. Cao Baoyin also believes that the circle of friends to save points and a variety of groups are stimulating consumers' herd mentality.
Liu Aimin also said that the comparison psychology will also bring about herd consumption activities. "There are times when students are naïve and may become jealous because their classmates grab something at a low price. If you grab a cheap one, then I will buy it too, and this kind of consumption behavior occurs. ”
In the view of Cao Baoyin, a veteran of brand communication, some merchants will especially promote stars and fashion trends in order to accurately target the group of college students, and point out that this is also another form of hunger marketing. He told us that young people like trends, star-chasing, and do not have a lot of money in their pockets, so at this time, merchants often adopt the method of limited groups, so that college students have the opportunity to buy "limited editions of idols." "In the Double Eleven event, we often see the figure of this kind of marketing method.
Since the popularity of live broadcasting, Internet celebrity anchors have also deliberately created a crowd atmosphere in live broadcasting: "Everyone is buying, if you don't buy it, it's not trendy, you are different." Liu Aimin pointed out that as far as the shopping atmosphere in the live broadcast room continues to rise, this situation is mostly the result of multiple factors such as the continuous planting of the anchor, professional live broadcast explanation, daily accumulation of credibility, and preferential or content stimulation in the live broadcast room, each of which will hit the corresponding psychological needs of consumers, thus stimulating consumer behavior.
Wang Yixi's bedroom is a typical example. They seem to be poisoned by Li Jiaqi, and what they did not intend to buy originally could not help but place orders passionately after reading Li Jiaqi's recommendation. "It was completely infected by the atmosphere of the live broadcast room. I don't want to buy a certain makeup remover oil, but Li Jiaqi introduced a lot of the benefits of this product, bar la la a bunch, I bought. Finally, in the crisp gong sound of the "King of Deception", Wang Yixi said that he was finally "emptied of his wallet, and his heart was cold." ”
In addition, full reduction activities often lead to personal impulse consumption or group consumption. Xiao Jia is like this, they will go to their roommates to piece together because of the full reduction, and those who originally did not want to buy will eventually pay a deposit because of the small discount brought by the full reduction, and everyone will become a follower of each other's consumption behavior.
"All the full minus must not be so comfortable for you to get this so-called 'reduction', there will be overflow." Many times, in order to make up for the reduction, consumers will temporarily add something that is not necessary. Liu Aimin said that this kind of promotional behavior of merchants still takes advantage of the psychology of consumers. Under the full reduction activity, whether it is the pricing or collocation of goods, merchants will generally make more accurate positioning according to the situation of big data, so that consumers will unconsciously buy more and more.
The number of times "routine" has increased, and the female students on the university campus are no longer just following Li Jiaqi's gong to buy and buy, but gradually have the art of checks and balances.
In the class taught by Cao Baoyin Central University of Finance and Economics, many female college students majoring in finance and accounting said that they would be relatively rational during the Double Eleven, and there were few crazy consumptions. Most importantly, they can basically see through the preferential way of double eleven, "the discount calculation method is not a matter at all, and after calculating, it is found that double eleven cannot be much cheaper." ”
Although Xiao Jia finally placed more orders than expected, they were also all necessities of life, belonging to the category of hoarding sooner or later. Afraid of spending money indiscriminately, they also refused to watch the live broadcast with goods, "The students who have seen it all say that they want to buy it, so they simply don't watch it." ”
Liu Aimin, from the perspective of psychology, gave two suggestions for rational consumption: one is to list commodities in combination with his pre-existing needs and look for things within psychological expectations; the other is to roughly clarify his baseline for consumer expenditure and set an expenditure framework in his mind. All in all, live within your means and consume moderately.
*Xiao Jia, Liang Peiyu, Wei Wei, and Wang Yixi are pseudonyms
Pei Yu, Wei Wei, and Wang Yixi are pseudonyms