Double 11, how to be a rational person
Everything is needed, but nothing is needed urgently.
The shopping festival seems to be an amplifier, dragging you to constantly sway in this feeling.
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The "spiritual shareholder" who can't escape the live broadcast internet celebrity
Shen Jiequn
Even if it is inevitable to "chop hands" in the end, at least the result has been baptized by reason, and it looks good, just happy.
"As long as my mobile phone is muted and the lights are turned off to sleep, I won’t have any irrational behaviors, and I hope you do the same." One night before Double 11 this year, I left this sentence in a friend chat group. , I feel my rational power MAX plus a gas field of 2.8 meters.
That night, Li Jiaqi and Wei Ya both started live broadcasts, each taking up half of the popularity of e-commerce platforms.
And in my WeChat, during the day, everyone started to discuss what to buy like the New Year, which was 10,000 times more active than buying new year products.
However, looking at the discussion of the various groups, few people have a clear goal and a firm will to say: "I must buy..." "I want to buy..." In more cases, everyone is waiting and hesitating: "Oh! In fact, I stocked a lot of ××× last year, but I don’t want to miss the cheap price tonight. How can I deal with it!” “You all bought it. Should I buy one too? But will it be a waste?”
In other words, the heartbeat returns to the heartbeat, and there is still a distance visible to the naked eye from the real action.
In a chat group of mine whose temperament is closest to "mature, calm and sensible adults", a few friends may have learned the lesson of regretting the crazy hoarding last year. In the afternoon before the live broadcast, they behaved very calmly, even There is an abnormal indifference.
Xiaoyu first spoke carefully to test everyone: "Do you have any plans for this year's Double 11?"
Qiao Qiao said few words, and immediately threw a huge emoticon bag with the words "Don't buy and save 100%" in bold font on it.
A Han posted a photo. She put a lot of cosmetics and skin care products on the bedroom wooden floor carpet, colorful bottles and jars crowded together lively, and many boxes are still unpacked. , I feel like I strayed into the airport duty-free shop.
Ah Han said in a very cold tone: "I didn't do anything last night. I took out the inventory and checked it. Everyone, if you are my true sisters, please stop me when I want to go crazy again. , Okay?"
Every girl in the group expressed their views in turn. Starting from Double 11 this year, they will not blindly follow the crowd or be fooled by the live broadcast, and strive to be a restrained and rational adult.
However, the breath of the live broadcast that night still attracted the hearts of this group of people. After all, the dynamics of posting orders in the circle of friends gradually gathered, and one by one impacted our "reasonable bottom line."
Xiaoyu said: "Why do we want to be the spiritual shareholders of live streaming and online celebrity? Do we have to buy what they say? Be independent, my friends."
I said, "Remember "The Night The Comet Came"? There are still many you who intend to consume crazy at this moment. As long as we don't watch anything now, the result of blind consumption will not happen.
The example I gave seemed to make sense. No one said a word.
I heard that many people on the Internet were sleepy watching the live broadcasts of two online celebrities carrying goods.
Our "rational group" sisters, none of them seem to be connected with this consumer boom.
However, the plot development is not as simple as imagined.
The next morning, Qiao Qiao, who had been clamoring "Don't buy and save 100%", went to work at the company, and was immediately caught in the heated discussion among colleagues before the chair was warm.
"There are so many samples in the'Double 11' live broadcast room. You see, you can buy it at this price, and it would be nice to get two tubes!" Hearing this from colleagues, Qiao Qiao suddenly felt that it was difficult to defend his vows.
As a "flying trapeze" who travels frequently throughout the year, the skin care products are practical and considerate. When she hears of "a lot of gifts", the urge to consume is difficult to suppress.
"For practical reasons, shouldn't I buy too much, right?" Qiao Qiao sighed. The "Double 11" merchants were too savvy and easily grasped the needs of the "business travel party" professional women, and Qiao Qiao surrendered instantly.
Xiaoyu and I have always determined to "not be the spiritual shareholder of the Internet celebrity with the goods", but we have overlooked one thing: there are many "spiritual shareholders" around the Internet celebrity who are as contagious as the Internet celebrity with the goods!
It can even be said that a familiar friend around you "carries goods twice" will be twice as lethal.
For example, just as I was cooking a simple lunch and enjoying having an independent and healthy lifestyle, my girlfriend sent a message that she grabbed two bottles of 500 yuan worth of "flowing golden water" last night in the live broadcast room that brought online celebrities.
I asked casually: "What is flowing water?" My best friend immediately sent a large section of the product's efficacy, advantages analysis, smooth and vivid writing, which fits my actual situation everywhere.
My girlfriend smiled and asked, "Do you want to make an order together? The daily purchase cost is more than 300 yuan. Now it is more cost-effective to place an order, and you can also explore the new world."
In the face of such a high-powered and caring "carrying net celebrity spirit shareholder girlfriend", I almost unconsciously have a bottle of "flowing golden water" that unlocks new cognition-the speed of decision making can be compared directly. The live order was placed ten times faster, and I felt that this order was still shining with friendship.
Therefore, several of us "rational people" escaped the consumption frenzy of the previous night, but the "Double 11" consumption behavior occurred to varying degrees the next day.
A Han made a "respectful" summary: "The Night When the Comet Came", the heroine ultimately wants to fight for a better life, and we have tried to embrace reason and are already moving towards a better life. Status!"
Think about it with comfort. Several of you in the movie at the same time are making various choices and taking responsibility for the choices.
This "Double 11", even if it is unavoidable to "chop hands" in the end, but at least this result has been baptized by reason, looks good, just happy.
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I was eager to buy, buy, buy, and suddenly step on the brakes
Lu Yujia
It's easy to know what you want, but it's hard to figure out what you don't need.
What is more difficult is to cut off the things you once thought you needed in particular.
If you are a busy migrant worker like me, then every year to remind you that the year is about to end is the bombardment of mobile phone text messages before the "Double 11".
From the essential cream for exquisite moms to the long-sleeved blouse for Q cute baby, as well as the probiotics that my dad talked about before, the necessary voice recorder and tripod for work, each one is so tempting and not without threats. : "Double 11 Surprise Strikes", "Book a gift, only the first 6,000 copies".
When I was surprised that the merchants knew their needs better than I did, I jumped straight into their ecstasy array, anxiously clicked on the link, opened the shopping software, and carefully selected the style, model, color...
However, as the familiar shopping steps advance step by step, I suddenly find that many products are finally seen, and my finger has no desire to press the purchase button!
In previous years, I was eager to buy, buy and buy, as if suddenly stepped on the brakes.
The first brake is the beauty and skin care products in bottles.
Over the years of "Double 11", the merchants of major brands have never returned on the road of "not being the smartest, only smarter".
"Buy one get six free" is popular this year, and get six samples for the same purchase.
Compared with the half-price discount of buying formal clothes, this scheme is even more tasteless, especially in the epidemic this year, a bunch of samples that were originally reserved for business trips have become teaching aids for children's arithmetic enlightenment.
More importantly, with the changes in daily habits and stages, many of the things that were previously thought of have been thrown in the depths of the cabinet and covered in dust.
In a major cleanup not long ago, I finally took care of the whole set of cosmetics that my friends gave me when I first joined.
The excitement when I received this gift more than ten years ago seems to be as clear as yesterday, but the fact is that the road to makeup since then has come to an end after upgrading the baby.
When I went out today, in addition to the essential sunscreen, I added a lipstick at most.
When a caring colleague pushed me the "fracture-level" discount list of Li Jiaqi's live broadcast, I didn't feel that there was one thing I needed to start immediately.
What was then abandoned was all kinds of flashy clothes.
For the baby mother, she helped him buy it ahead of time. After half a year, when it was time to wear it, she might find that it was already short.
In addition, as children's mobility becomes stronger and stronger, breathability, comfort, and ease of exercise have become the biggest needs. The combination of painstaking efforts in the past has no practical meaning. The child also explicitly rejects those who look cool and handsome but hinder him from running. Jumping clothes.
For me, I have been buying and buying for many years, and the "family property" has been accumulating more and more. The closet has already been filled with clothing of every season.
In the past, the clothes in the closet had to be cleaned up once a year or two. After many big waves and sand washing, the leftovers are basically classic models, and the colors are mostly black, white and gray. You can basically not make mistakes when you set it up. It saves you early to try on every day. time.
During the "Double 11" period, although all kinds of new styles are dazzling, they are just a small modification on the basis of the classic models. Looking at the similar items in the cabinet, it is not so difficult to discard them.
In addition to these previous "Double 11" biggest expenditures, it seems that there is no necessary list.
If it is said that there is only one thing left to buy, a book.
In the past, books were not on the annual shopping list, because I could not wait to place an order on the spot because I saw a recommended book at any time.
It was suddenly included in the list this year because the child’s English learning has reached the threshold of reading and requires a lot of input.
Each of these original books is only a thin volume, but the price is almost as big as an adult.
But this time, the demand is right in front of us, and the order must be placed.
As for other books-looking at the bookshelves at home that have been filled up and down, I feel that whether it is books for adults or children, you must carefully consider or change the mode when you place an order. If you can borrow it, you don’t buy it, and you don’t need to read the electronic version. Physical book.
After turning around like this, I found that there are really very few things bought because of the "Double 11" business promotion.
A few years ago, after a friend introduced me, I downloaded a bookkeeping software on my mobile phone. Perhaps my original intention was to urge myself to reduce impulsive consumption, but in fact, what I see most each time is the composition of my expenditures and my consumption over the years. The changes are therefore traceable.
Starting with the first salary, the gate of desire has gradually opened. After so many years of buying, buying, buying, the current has turned from a torrent to a trickle.
From the "buy when you see it" when you were single to the "you buy and I buy together" after marriage, to the "no one can suffer from a baby" after a new mother.
Today, life has entered a more stable stage, and the needs of oneself are more clear.
Knowing what you want is easy; figuring out what you don't need is difficult.
It is even more difficult to "cut away" what you once thought you needed in particular.
At the end of the article, I placed an order for flowers every week. This is a new expenditure this year. Although the advertisements of the merchants attracted me, the more important reason is that how to arrange the flowers that are delivered every week has become A regular activity for a family of three on weekends.
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Even Hou Xiaoxian is opposed to "hoarding goods"
Bai Jianjian
After buying so much expectantly, can I really go to the moment when I run out with joy?
Since November 11th changed from "Single Day" to "Shopping Festival", the only sadness left by singles has disappeared in the consumer era.
The magic of "buy, buy, buy" is undoubtedly able to delight others in the midnight of dreams, but it is precisely because of over-effectiveness that when the act of buying is more practical than buying something, hoarding is inevitable.
Everyone who hoards goods believes that he has a careful plan for the input and output of goods.
If you stock up on consumables, such as toilet paper, you definitely need to use it; if you stock up on valuables, such as skin care products, buying a set is obviously more cost-effective than buying one; even if you stock up on things that can be used or not, you can find a good reason: a rare shopping festival Well... I used to persuade myself in this way until I moved house that summer.
Not moving a few times is not enough to talk about "North Drift".
It was only when I was packing that I realized that my storage capacity was so outstanding. I could find a lot of dangdang things in any small cabinet in the room. It cost hundreds of dollars to buy the cardboard boxes for packing.
The mover was also shocked, how could I have so many things by myself, let alone those large bottles of laundry detergent, enough for me to use for more than a year-not because of the "Double 11" last year!
Don't overestimate people's ability to grow and develop wisdom.
The move was only temporary, and when I finished cleaning up, I was lying on the bed again to do Taobao, it was late autumn again.
The pain of moving disappeared as early as a month ago, but the "suits" and "full reductions" attracted me.
What can really change an adult may only be profit.
When I received two large boxes of toilet paper, which could not be put in the cabinet and could only be placed in the living room, I did a math problem.
The monthly rent is 6,000 yuan, which is 200 yuan a day. This tissue occupies one-fifth of the area of the room, which is 4 yuan a day; but these toilet papers only cost me 20 yuan, and I lost all the price after 5 days. Advantages, after that, put a day at a loss, until I don’t know when it can be used up.
I've heard various people talk about the hazards of hoarding, nothing more than easy expiration, irrational consumption, easy waste, and so on.
But as confident as I always believe that what you buy is to use, not a single cent is wasted.
As a liberal arts student who graduated from a science and engineering university, finally in front of mathematics, he realized for the first time the naked irrationality of stockpiling ---.
Originally it was to save money, but the money was wasted, absolutely not.
The problem of stocking large consumables has been solved. A bottle of skin care products costs several hundred yuan, absolutely not occupying a space. Can you still stock up?
On the one hand, it is an economic problem. Is duty-free shop not fragrant; on the other hand, it is a dermatological problem. It is difficult for me to predict what will happen to my skin in the next stage.
For example, a sudden outbreak of the epidemic, working at home for half a year, as a person who washes his face once a day without going out, he saves on skin care products; and after resuming work, wearing a mask for one day brings skin problems such as allergies, and the same bottle of skin care products cannot Meet me in 2019 and 2020 at the same time, and the shelf life of skin care products is not waiting for anyone.
The psychology of hoarding goods is a bit like writing the future life into a thorough schedule, everything goes according to plan, and there is a sense of security that is under control.
But we may have overlooked a truth in life, and uncertainty is the only certainty.
After buying so much expectantly, can I really go to the moment when I run out with joy?
I went to a youth film festival not long ago and watched Hou Xiaoxian's film "Love in the Wind", adapted from the story of Wu Nianzhen's first love.
In the story written by Wu Nianzhen, there is also a detail about "stocking".
The boy will go to serve as a soldier, and his girlfriend bought more than 1,000 envelopes and stamps, and each one wrote her address for him to take away.
At that time, a stamp was two yuan, more than 1,000 stamps were more than 2,000 yuan, and the girl's salary was five months.
But in the end, the envelope was not used up, and the girl couldn't bear to be lonely and married the postman who delivered the letter.
This detail was also shot at the beginning of the film. Hou Xiaoxian found it too sensational, so the final version was deleted.
Look, even such a literary director is opposed to "stocking", even if it is for such a romantic reason as love.
Under the influence of merchants, shopping can become a holiday, but it also proves that shopping has surpassed practical value and has other added values, such as buying a happy, buying a safe, buying an atmosphere... As a person who is good at exams Contestants of logic problems, when I found that some of the things I stocked can’t be used up, and I want to throw away some things before they are used up, and it’s neither safe nor happy to stock up, I reacquainted with the idiom "things are not "——Stocking up is not the fault of the thing, the thing is still that thing, and the person is not that person.
I will not stock up on Double 11 this year.
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Forget it, it can't jump out of the palm of the merchant after all
Yang Xinyu
In many cases, consumers and businesses play a psychological game of "you are on the second floor, thinking that I am on the first floor, but in fact I am on the fifth floor".
That day, I was hanging out on the Internet, and I clicked on a post titled "Do you remember when was the last time you did a math problem?"
After clicking on it, as expected, it is full of affectionate or unfeeling memories of the high school and college years.
However, it’s funny. Faced with this problem, the first thing I thought of was that last year’s "Double 11", my family and I racked our brains for various coupons, discount coupons, and so-and-so coupons, so that our brain went down. Embarrassment.
At that time, I repeated calculations over and over again, still not sure whether the solution I found was the "optimal solution" that would enjoy the most favorable conditions.
For a while, I even began to wonder: Is it because my IQ has deteriorated after I graduated and worked too long, and I can't even do my best calculation problems.
But soon, my worries were settled in the circle of friends, through comparison with my peers.
It turns out that it is far more than me who "cannot settle accounts" in front of various online shopping offers.
Even my high school classmate who used to dominate the competition in various "Olympics" was unfortunately "broken" in front of the "Double 11" level, and could only complain in the circle of friends.
In the end, after reasoning, I came to a conclusion: these intricate, stacked-bed frame house discount systems were not meant for buyers to understand from the beginning-in short, we ordinary consumers get deeper. If you are trapped and suspected of IQ, this pre-heated shopping event can gain more discussion and enthusiasm.
In contrast, whether specific offers are more or less is not the focus of platforms and businesses.
If after all this tossing, everyone can finally buy cheap and good-quality goods, then such an activity can also be a joy in life.
Regrettably, after "Double 11" every year, I will be heartbroken to find that there are always a few items that I have worked hard to calculate discounts, and then guarded the punctual purchase at 12 o'clock in the evening. In the end, they were not cheaper than regular channels by a few dollars. .
Of course, to be fair, I have never encountered a product that has increased prices on Double 11, and the merchants have indeed kept their promises, allowing me to take advantage of at least 1 yuan.
But when I think of the brain cells and feelings I wasted for this discount, I still feel a little uncomfortable.
It is for this reason that I warned myself year after year: you must compare prices carefully before shopping on Double 11, and it is best to observe price fluctuations in advance one or two months before the event, otherwise you will inevitably encounter tricks. The multi-end manufacturers ask people to play the trick of "rising first and then falling".
For a long time, whenever society discusses shopping festivals such as "Double 11", the most indispensable voices in the public opinion field are the four characters "rational shopping".
However, in many cases, it's not that consumers don't want to be rational, but a dazzling variety of promotional information that makes consumers "being rational" while acting the way of business.
In many cases, consumers and businesses play a psychological game of "you are on the second floor, thinking that I am on the first floor, but in fact I am on the fifth floor".
As consumers, we often forget and count, thinking that we are taking advantage of our wisdom, but in fact we never get out of the palm of the business.
Faced with this situation, just shouting a few slogans of "rational consumption" may not make everyone more rational.
Only by going through the inside, accepting the established fact of "buy not selling essence" in your heart, and "Buddha shopping" according to your own needs, and not happy with more discounts or sad with less discounts, can you jump out This kind of layer-by-layer loop.
If I were asked to make a "No-buy list for Double 11", I would probably not list anything specifically.
The reason is very simple-we have to figure out what we need after all. Only the things we need to buy are worth buying, not at the shopping festival like "Double 11", it is like buying some and buying something like a charm. Unwanted things.
"Double 11" can catch a ride and take advantage of the opportunity to buy some relatively cheap good products, but if you waste a long time for this, you will not only get much benefit in the end, but also add a bunch of things you don’t need, so why bother What?
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It’s not like buying things, it’s more like prepayment
Eucalyptus
Emotionally, this is a game of no regrets.
To be sure that I still like it in the future, or to persuade myself to buy necessities, is nothing more than to prove that the original judgment of life was not wrong.
The work has been particularly stressful these days, but I have been wandering around in a certain treasure and certain Dong. Time is precious, and comparing prices back and forth is simply too busy.
"Double 11" this year came very early, and my anxiety came early.
Here, the merchants do their best to show the rare things that are waiting once a year; there, friends who have become "shaped" online purchases are so excited that they can't help but save money.
The more they geared up, the more anxious I became: What can I buy to get out of the starting line with everyone when the starting gun is fired?
My best friend belongs to someone who was in position earlier.
Although she complains about "bad math" and "not a business" every year, she is my "guide" in adapting to the rules of the game.
From a certain treasure's early "Double 11" to how to prepay the deposit, every key information and every step of the operation process, she will synchronously send me a copy.
But these are better than nothing to me.
What I want most in my heart is her buying list.
Her shopping list can draw me a radius of life in the vast ocean.
Even so, I still can't determine the location of the starting line.
Yes, my biggest problem is that I don’t know how to buy it.
There are countless platforms, so many rules, and the bottom line for life needs.
However, with such ample warm-up time this year, I intend to make a plan seriously.
This imaginary perfect list should be realized like this: in the order from head to toe, from inside to outside, from eating to use, etc., record every thought of buying and buying, and divide it into “must buy, must store”, “buy or not” "Buy" two columns, and set a cooling-off period, the essence is the essence of precipitation.
Who would have thought that starting from the "head" is an endless list: shampoo, hair care, hair dyeing, perm, face washing, skin care, makeup, makeup removal...Each item can derive countless brands and functions , Price, not to mention, check the existing inventory first.
I want to buy a little butter for hair care. I opened the cabinet and took a look. Last year’s "Double 11" hair care oil was not used up.
The grass planted in the heart can only be pulled out with the pain.
After doing this a few times, I gave up.
Under the shopping tide, the idea of buying is a hundred times harder.
The first thing to do is to clear the inventory. For a hoarder, it is common to list everything.
The second is the price comparison of different platforms.
For example, here is 300 minus 40, where is 3 pieces 20% off, should I make up 300 or buy 3 pieces?
It seems that it is just one of two choices, but in fact, it is necessary to constantly choose and make choices. Behind every small decision is a workload.
The battle line is so long, every complaint of "too troublesome", every "talk about it later" to shelve, the result is "forget it".
Everything is needed, but nothing is needed urgently.
The shopping festival seems to be an amplifier, dragging you to constantly sway in this feeling.
If it is in normal times, needs or likes, it is enough to make you decide to buy it.
If there is an event-25% off for 3 items, I know that I who are scumbags of mathematics will find two friends, and then decisively win.
On weekdays, discounts on real money are the most cost-effective.
But now, shopping has become an anxious psychological war: "Double 11" is about to come, and it is not urgently needed. Wait a minute, don't place an order now.
However, it is said that prices will be increased before Double 11, and merchants will change prices in October. What if it is not as cost-effective as the current event?
Emotionally, this is more like a game of no regrets.
Prepaid deposit means that the purchase will leave the hand, and you will have to wait until the balance is paid before returning the goods for a refund.
The rules have long been set, and once you enter the game, you have to go through the whole process.
To me, it's not like buying things, it's more like making money in advance.
To be sure that I still like it in the future, or to persuade myself to buy necessities, is nothing more than to prove that the original judgment of life was not wrong.
It's like looking at the neatly packed 3 bottles of hair care essential oil in the cabinet, I said to myself, I bought it last year and it must be cheap and save money.
On the first day of this month, the first hot search was "I want a refund and found that it was shipped."
It is said that there will be an advance deposit on November 3 and the balance payment on the 11th.
Well, that is, I would like to say that two outbreaks really won't be double happiness.
After all, returning a product is a hassle that increases costs.
Source: China Youth Daily