618, Double 11, in the middle of the year, at the end of the year, online and offline two national shopping carnivals, has become a new consumption habit. This year's Double 11, with the help of the Ministry of Commerce, "encourages families to store a certain amount of daily necessities according to their needs to meet the needs of daily life and emergencies", and believes that grain, oil, rice noodles and storage-resistant vegetables, melons and fruits will usher in the best-selling season.
We also heard that some families bought 600 kilograms of rice at one time, and some families bought 300 kilograms of cabbage at once. Because they rushed together, including the notice of the Ministry of Commerce, the double 11 promotion and the anti-seasonal green leafy vegetables began to popularize the market, etc., everyone has a reverie; in fact, the double 11 online and offline promotion, many merchants have yarded up the goods, but also moderately depressed the profits, just like the retaliatory consumption of pork in recent months, encountered the visible cheap, buy a little more is a home life, is to live.
Double 11, starting from the whole field 50% off, there are many gimmicks, but most of the platforms and merchants, whether online or offline, are really making profits, but also pulled up the national shopping carnival, especially many platforms from the merchants to logistics, has been doing fine, it is said that the courier brothers have received the logistics company red envelope before November 1, and the next November will be particularly busy. Data statistics, only on November 1, the country received a total of 569 million express parcels, an increase of 28.54% year-on-year, it is estimated that by the end of November 11, this data will climb sharply every day, not counting the purchasing power under the line, these 11 days are the shopping carnival. Such a strong consumption, the strong logic behind, one is the season of dress-up, the other is an important traditional festival in China and the West, such as Christmas in the West, the common holiday New Year in the East and the West, and the Chinese New Year.
2020 is a special year, online life has been suddenly magnified, some problems of the platform economy have also entered the public eye, including two choices, light and low rises, price fraud and the rights and interests of the courier brother have been paid attention to by the regulator, in 2021, the new order of the double 11 shopping carnival is being built.
(1) These routines do not work
1, 50% off (half price) is 50% off (half price), no longer a gimmick for soliciting customers. According to past reports, the platform or business, in order to make consumers feel cheap, before the double eleven will concentrate on the sale of goods to increase the price significantly, and then according to the 50% discount, so that the price of most goods after the price is about 90% off the original price, some goods are also higher than the original price, that is, 50% off is only a cover for publicity, this marketing method has been suspected of false publicity.
2. This kind of price list is suspected of price fraud. For example, there is an online course priced at 13800 yuan, the real sale is 1280 yuan, and it has never been sold at the price of 13800 yuan, and some well-known companies have been punished by the relevant departments by inflating the psychological price expectations of consumers through false labels.
3, by the merchant routine, "light and dark rise" can be claimed. When placing an order, you can take a screenshot to save evidence, the merchant "bright and dark rise" can claim, the gift has a problem, the merchant is also responsible, there are many anchors with goods are overturned on this. In addition, after the advance deposit, the buyer found that he did not pick up the cheap and ate the routine, regretted it, and could pay the final payment first, and then apply for "seven days without reason to return" for a full refund.
(2) Compliance management is the bottom line
1. Behind the report is the demand for compliance.
Online rumors that Alibaba's Beijing office area Wangjing A block has been reported by the masses many times, the reason for the report is "Wangjing A block every night bright lights, overtime until 9 or 10 o'clock in the evening, causing traffic jams, affecting the whistleblower to go home and the elderly rest, the whistleblower is not An Alibaba employee."
Double 11 for Alibaba, is an annual more important online and offline activities, through the Wangjing A block glass lights, we can see some status, red, yellow and green lights, is the "wartime" requirements of different departments. Many taxi drivers or Didi drivers are willing to take orders in this place, because many orders are hundreds of yuan, and they run two or three times at the top.
In the early stage of Double 11, there was this wave of signals, which we can understand as the hope that Alibaba will operate in a place where users cannot see it.
2, data speculation, fraud will be severely cracked down
Recently, beijing Chaoyang police arrested an Internet company called Fat Ball Data in accordance with the law, which is suspected of using "crawler" software to steal relevant data, and after certain processing, it is sold to the outside world, which can lead to an instantaneous surge in live traffic. All 23 members of the gang have been arrested and the case is currently under further investigation. Because some self-media will be fat ball data and Wei Ya, Li Jiaqi team into the seat, said that the suspected data fraud, causing concern.
Li Jiaqi live broadcast the official Weibo issued a statement on October 31, saying that this information is untrue, Li Jiaqi and his company have never carried out data cooperation with data companies or marketing companies, including "fat ball data"; they have retained relevant evidence and filed complaints and reports to the platform where the rumors are located, and will reserve the right to pursue the legal responsibilities of the publishers and disseminators of relevant rumors in accordance with the law.
In the past two years, the society's requirements for high-quality data have increased significantly, especially the real transaction volume of Double 11 has attracted much attention, and this data has always been a secret. Because it is a secret, there is no lack of reverie, whether there is a way to brush data in order to brush data. We see: many celebrities with goods, overturned; many anchors with goods, in fact, it is difficult to match under the name; many live broadcast platforms, including traffic anchors, try to bring goods and finally taste the end; the top with the head anchors with goods, one of them is one, have encountered the waterloo of selection.
Double 11 is a shopping carnival, but also the surfing of data, fake data may bring real traffic, but also inevitably invite disasters, especially third-party content platforms, e-commerce platforms, data platforms, etc., real data is competitive. Moreover, the new regulations stipulate that the platform must retain the transaction data involving commodities for at least 3 years. Regarding the punishment of data fraud, both the E-Commerce Law and the Anti-Unfair Competition Law provide for it.
3. Zero tolerance for counterfeiting and shoddy products.
Regardless of online and offline, data transmission is now convenient, and the cost of counterfeiting and shoddy is increasing sharply. For example, Haidilao, a rookie restaurant brand, was poked in the spine not long ago because of the lack of weight and short two, cheated in the invisible place, was seen, any explanation will be pale and powerless; for example, last year's Simba bird's nest incident, all kinds of flaunting, all kinds of boasting, and vows of responsibility, after testing data, tears and apologies are helpless expressions; for example, in recent cases, some professional counterfeiters, "know the fake and buy the fake", in the second instance won the support of the court, even if the knowledge of the fake to buy the fake, The purchaser can still claim ten times the compensation.
As one judge denounced in his judgment: Only those who produce food that does not meet food safety standards and those who know that food that does not meet food safety standards are still sold hate "professional counterfeiters". High-quality development requires high-quality products and high-quality services, of which not counterfeiting is the bottom line.
A new vocabulary in the era of digital economy, virtual reality, is like from horse-drawn carriages to trains and planes, the time and space distance between people is closer; with the development of the Internet of science and technology, including big data, quantum technology, artificial intelligence, 5G6g, blockchain, metaverse, etc., the space-time distance between people and people, people and things is getting shorter and shorter. Just like computers, when virtual memory, virtual chips, virtual hosts, etc. become mainstream applications, the boundaries of computer software and hardware are redefined in dynamics.
Double 11 shopping carnival, is the same, when the cost is reduced, efficiency is improved, from production, circulation to the market link, some vitality will be released, we see that when there are agricultural and sideline products unsalable, a few news, a few live broadcast rooms can properly solve the problem. From another point of view, this also accelerates the asymmetry of information, especially in the new period of development of the market, because of the special encouragement, agricultural, industrial production blindness is magnified, we see a large number of slow sales and shortages, to Tianshui's flower cow apples as an example, the current market still has last year's fruit. Yes, in the traditional business link, the market has strong expectations for the balance of supply and demand, but in the business link of the Internet, the supply and demand balance of the new market is forming, that is, the expected market throughput, which requires the power of online and offline parties to integrate the actual and big data to dynamically allocate resources, so as to effectively create wealth.
Finally, I wish everyone a happy shopping in Double 11, buy visible cheap, buy really needed good things, but also hope that third-party platforms, as well as anchors with goods, can be well self-disciplined, in the invisible place, to help consumers to check well, at least not through big data to kill, not to use the routine for price fraud, not to make profits through counterfeiting, but in the integrity of the intention.