Complicated rules can hardly damage the "final person"

  Our reporter Sun Qiru

  At 0:00 on November 1, various consumer groups such as the "hoarding party", the "health-care family", and beauty enthusiasts poured into e-commerce platforms such as Tmall and JD.com.

The epidemic has caused a serious impact on the economy, but it has also fully demonstrated the vitality of the digital economy.

As an annual consumer drama, this year's "Double 11" shopping festival is even more expected to become a consumer carnival that consumers, e-commerce giants, brands, physical stores and other industries actively participate in.

  It is worth noting that people still have to avoid many merchants and platforms on the way to "buy, buy, and buy".

"Double 11" consumption power hit a new high

  "When I buy it at 1 am, I will eat the soil in the next month." White-collar Ms. Zhang, who has graduated from university for two years, actively participated in this year's "Double 11".

A few days before the arrival of November 1, she and her best friend studied the "hands-cutting strategy" for this year's Double 11 in advance.

  "If you didn't pay the deposit at 0 o'clock, you will make a wave of rush purchases, and then pay the balance for the orders that have been paid before. After the first wave of rush purchases has passed, you will clean the'battlefield' to see if you haven't noticed before." The lady said.

  Based on experience, the winter clothes, skin care products and fitness equipment that she regularly needs to purchase every year can still be much cheaper during the "Double 11" period than usual.

  Early on Sunday morning, many words related to the first day of the busy "Double 11", including "empty shopping cart", "busy tonight", "catch the last person", rushed to the top ten searches on Weibo.

  Tmall data shows that in the first minute of the game, Adidas' turnover exceeded 100 million, followed by Nike over 100 million.

Subsequently, domestic brands such as Cobos, Balabala, Pechoin, and Quanyou Home Furnishing also competed to exceed 100 million.

Two hours before the opening on the 1st, hundreds of brands had a turnover of over 100 million yuan.

  On JD.com, consumers’ shopping enthusiasm on November 1 was also unprecedentedly high, with pre-sale orders increasing by 108% year-on-year.

  Six minutes after paying the balance in the early morning, Ms. Rong, who lives in Mohe, Heilongjiang, the northernmost part of China, received the lipstick she had previously ordered on JD.com.

After placing an order at 0:00, a consumer in Wuhou District of Chengdu received the mosquito repellent liquid purchased on Tmall’s “Double 11” after waiting only 11 minutes.

  "Place an order before going to bed, wake up to receive", "lay down to place an order, open the door to receive"...With the help of technology, the timeliness of logistics and delivery and service experience of "Double 11" continue to refresh people's perception.

The complexity of the rules is increasing

  After more than ten years of development, "Double 11" has been continuously upgraded in terms of consumer product richness and logistics experience.

However, merchants have renovated their preferential conditions and rules, and their complexity has increased unabated.

  "I always hear from my friends that I buy things in the live broadcast room, and I have tried to click into the live broadcast room, but the anchor has been busy selling for a long time, and I have not figured out how to buy." Consumers who are a little confused about the "Double 11" rule Mr. Ji told reporters.

  "When you buy something in the live broadcast room, if you grab it, you still have to make a note. If you forget to make a note, you don't have your share of the high-value gift promised." Mr. Ji said.

  There are many consumers who have similar distress with Mr. Ji.

A consumer who likes to stock up at home during shopping festivals told reporters that this year's "Double 11", she is not less tangled in the "balding" price comparison problem.

For example, the same is a box of toothpaste. The sales strategies of the two brands are "20 yuan a box, buy one get one free" and "29.5 yuan a box. Now it is 25% off. If you spend more than 100 yuan, you will return it again. 20 yuan shopping coupon", which one is more cost-effective to buy?

"It's really not clear, it seems that which is a good deal, in the end I had to choose one with my eyes closed." She said.

  Price comparison is not easy, and it takes a lot of work to get additional discounts on the platform.

  Similar to last year’s "Gailou" gameplay, Tmall’s "Double 11" has launched a new gameplay this year. Users are invited to feed a talented cat online, and can also team up with friends’ cats to compete with other teams. Earn a shopping allowance.

In addition to Taobao, other e-commerce platforms have also launched promotional activities, such as Pinduoduo's team racing and Jingdong's team stall.

  "If you want to save money, you have to spend more time. There are no free discounts." Last year, I participated in the Tmall "Building Building" activity. This year, I did not participate in such activities on any platform.

  Said Mr. Guo, a moving citizen.

"Buddha" buyers off-peak shopping

  The biggest change in Tmall’s “Double 11” this year is the advance sale and extension of the sale period.

This year, Tmall’s “Double 11” set up two sales periods, and there will be two waves of sales from November 1st to 3rd and November 11th.

According to Han Rui, the person in charge of the platform business center of JD Retail Group, the "2020 JD 11.11 Global Love Season" officially starts on October 21 and ends on November 11 and lasts for 22 days.

  The prolonged sale period has eased consumers' impulse shopping to a certain extent.

"I bought some urgently needed items that must be stocked at home on the 1st. For some that were not available in time, you can consider a few more days and wait for the 11th to buy again." Many netizens shared their new "hand-chopping" experience.

  There are also some consumers who choose "Buddha" shopping.

"This year's "Double 11" my state is not right. In previous years, there were dozens of packages waiting to be collected, but this year, there was nothing to buy." Citizen Ms. Tang said.

  After many years of "Double 11", some inherent "routines" followed by merchants and platforms over the years have also discouraged some consumers.

  The most common is to increase the price first and then decrease the price.

"I finally waited for Double 11, and quickly opened the shopping cart. I suddenly discovered that the price of my previous collection has increased by 200 yuan. After all kinds of discounts and coupons, it may not be much cheaper. The business routines are deep." Netizen Haigang said.