The first wave of double 11 Express has been unpacked, and the second wave is followed by the arrangement. The shopping Carnival has been extended from one day to one month. In this big promotion atmosphere in which all businesses do their best, it seems as if they "missed a billion" if they don't buy anything. However, when the voice of "buying" was rising, a group of people said "don't buy". They came from the "anti consumerism" group of a platform, where nearly 300000 people tried to reflect and examine the behavior of shopping. Every double 11, e-commerce platforms and businesses will take this opportunity to promote. Many consumers will "buy" while taking advantage of the centralized discounts. Overall, this shopping Carnival can bring a win-win or multi win situation. However, there are exceptions. For example, nearly 300000 people in the above-mentioned group are more alternative. They chose "don't buy" on double 11 this year, in sharp contrast to some consumers' Crazy "buy", which is a bit like "half is fire and half is sea water", which is thought-provoking. Buying or not buying is entirely personal freedom. There are reasons to buy or not to buy. It is reported that some people who join the "don't buy Group" practice minimalism, some simply to save money, and some ask for persuasion. There are many discussions about whether to buy certain items. It can be seen that the 300000 people "don't buy" is due to different ideas of life, consumption and saving. In today's diversified ideas, it is also a normal phenomenon for this "don't buy" crowd. Don't be surprised. In fact, crazy "buy" and "don't buy" go to two extremes. The disadvantage of the former is that it lacks rationality and excessive consumption in the face of various temptations of discount and promotion during the double 11, such as whether some goods can be bought or not, and finally bought them; Excessive purchase of some commodities causes waste or affects the quality of consumption. Recently, someone revealed that "I haven't used up the goods hoarded on the double 11 last year". Examples like this will appear every year during the double 11 and need to be reflected. The disadvantage of the latter is that although the reasons for "don't buy" are different, there may be some commonalities. For example, the lack of awareness of living material reserves is not conducive to dealing with the uncertainty of life. At present, whether it is a sudden sporadic epidemic or extreme weather, it may affect normal life or quality of life. This is also the reason why the Ministry of Commerce encourages families to store certain necessities. For another example, most goods are really discounted on double 11. Missing this shopping opportunity will increase living expenses to a certain extent. The author believes that too crazy "buy" people and too rational "don't buy" people should exchange and learn from each other. The former should see the calm side of consumption from the latter, so as to control their desire to buy, and try to buy life-related goods on demand. There is no need to hoard goods wantonly. The latter should see the necessary reserve consciousness and smart consumption consciousness from the former, so as to make life more stable and lower consumption cost. Consumption is an "economics". When to buy, what to buy, how much to buy, and when not to buy. Only with economic knowledge can we enjoy a better life with limited financial resources. For the vast majority of ordinary consumers, double eleven is undoubtedly one of the best times to buy necessities of life, which can save certain consumption costs. However, we should also polish our eyes to identify whether the goods are real discounts or fake discounts, and place orders according to factors such as income, storage space and practicability. Double 11 is obviously a test for consumers. From the perspective of the "do not buy Group", whether to insist on "do not buy" or waver in the face of temptation is a test; For the "buy buy" crowd, whether they can maintain rationality in the face of various attractive preferential promotions is the biggest test. In addition, during the double 11, whether the e-commerce platform and businesses operate in good faith and whether the supervision and performance of relevant departments are in place are also a test. I hope all parties can score high in the test. (outlook new era)