China News Service, Xi’an, November 6th, title: "Elongated" Double Eleven: Young "finalists" carefully plan "buy on demand"
Author Yang Yingqi Zhang Yichen
"This year's double eleven pre-sales started earlier, and I have successfully paid the deposit and became a "payer"." Liu Ying, a "post-95" who is keen to participate in various "shopping festivals", said, although there are endless offers The "checkpoint" makes her physically and mentally exhausted, but as long as the price is "beautiful", she will continue to participate in the next "shopping festival".
Online shopping has been popular for a long time, and various "shopping festivals" have emerged. With low-cost and affordable products and convenient shopping methods, these "online shopping festivals" have attracted a large number of netizens.
As the "post-90s" and "post-00s" enter the workplace, young people with certain spending power have become the main force of online shopping, and thus export their new consumption outlook.
Whenever the "Shopping Festival" approaches, young people like Liu Ying are not tolerated by the "algorithms", but they can solve the shopping "difficulties" in their own way. They use Excel tables to count product information and list equations to calculate the most Excellent prices... "Shopping Festival" forces people to regain their knowledge of "Nine-Year Compulsory Education".
Searching the Internet for the term "Double Eleven Strategy", you can see the release of more than 100,000 related notes.
Prepaid deposit, zero balance payment, full discounts across stores... The increasingly complex discount "play" has caused constant complaints.
On the other hand, phenomena such as premature warm-up of activities, long waits without stocks, and potential "thresholds" for returned goods have also appeared from time to time.
When the "Double Eleven" cycle is lengthened, how can young consumers maximize the cost-effectiveness of shopping?
"My shopping list is still mostly daily necessities. These things will neither expire nor be wasted." Liu Ying said frankly, she and her friends agreed that they would rack their brains to buy what they really need at the best price. , Why not do it?
Even though they have been "coerced" by the fancy shopping rules, the young people in this class insist on principles and never "pay the bill" for consumerism.
According to the "2021 Young People's Consumer Behavior Survey" launched by DT Finance and CBN Business Data Center, 93% of young people's shopping reasons are "needs in life", and 49.7% of young people's shopping reasons are "cost-effective".
It can be seen that even if they are not tired of the "shopping festival", young people have gradually learned to remain rational in the joy of "chopping hands".
When the reporter browsed the social platforms, he also found that many online bloggers who share the minimalist life are very popular, and consumption "subtraction" seems to have formed a new trend.
On the social platform Douban, the "Consumerist Retrograde" group advocates "not blindly following the trend, not being trapped by consumerism" and has attracted more than 290,000 team members.
Among young people, shifting their attention away from material desires and only shopping on-demand has become a new consumer fashion.
Wang Xiaoyong, an expert from the Shaanxi Academy of Social Sciences, said that the "Shopping Festival" releases people's instant consumption desire to a certain extent, but the reality will bring people back to a rational life.
"The younger generation is progressing and maturing, and rational consumption trends help them return to the essence of life. At the same time, they have also learned to plan for the future carefully in consumption, and use rationality to lead their lives." (End)