"Double eleven is getting more and more confused about the rules..." "it's getting more and more confused" "it's a deposit, a pre-sale and a final payment. How good is it to pay directly?" "it's too difficult to watch the strategy a few days in advance, watch the live broadcast, figure out the final payment rules, and stay up late and wait." The double 11, which consumers are looking forward to, has become a "brain burning game". Last payment, full reduction, cross store full reduction, meow sugar, shopping gold, shopping gold inflation... All kinds of nouns are surging. In addition, consumers should remember the pre-sale period, deposit date, balance date, specific red envelope date, maximum expiration and reduction period, cross store shopping period, and the preferential period of additional gift benefits. Every year, eleven of the consumers make complaints about too many rules, so the electronic business platform has publicly said that it will return to the initial cost of saving money for users, reducing the complexity of the rules. But this year, "double eleven rule drives me crazy", "I don't understand the double eleven rule of me" and so on, and so on, and still hot on micro-blog hot search. Behind the "brain burning game", how do businesses consider it? How do operators view these rules? Why can't we give you a simple and efficient double eleven? Make complaints Double 11 orders, a netizen "column mathematical formula" The double eleven period is getting longer and longer. This year, tmall started the first wave of pre-sale on October 20. On the evening of November 4, it started the second wave of pre-sale; Jingdong's double 11 also began at 8 p.m. on October 20; Pinduoduo's "good and affordable" 11.11 Carnival opened on November 5; The 11 TikTok festival began in October 27th. Some netizens asked on their microblog on October 27: "double 11 started? When did it start? When did it end? Is today's discount the same as that on double 11?" and consumers asked "now buy it and pay the balance. What's the matter on double 11?" On November 8, Liu Yu, a white-collar worker in Beijing, told the shell finance reporter of the Beijing news that when she placed an order on the evening of November 3, the time exceeded 0 o'clock, and all the goods recovered their original price. She could only continue to wait until the 11th. "Obviously, she began to do this on October 20. Why should there be a few days left? How can people with busy work have time to pay attention?" she also said, "There is no full reduction rule on the evening of the 4th. Today, there are full reductions in commodities." The most "brain burning" thing is still the preferential rules of commodity prices. A shopping order posted by a netizen shows that in his double 11 shopping payment screenshot, the calculation items involved include total commodity price, store discount, cross store full reduction, category shopping vouchers and red envelopes (including double 11 consumption vouchers) Many consumers expressed their "hard work" in calculating the full reduction and collecting orders on their microblog. Some people don't quite understand the rules. "For example, if you deduct 30 from 200, is it 200 yuan when you pay the balance or 200 before all the discounts?" Mr. Qi is very confused, but patchwork is the most troublesome, "Because there are multiple thresholds for coupons, including stores and full reduction, can they be superimposed? Which combination is the most appropriate with what I want, and how can I achieve the most favorable price?" Some netizens listed mathematical formulas and tables for detailed price combing and preferential calculation. They said that calculating the discount is equivalent to doing mathematical problems, and even "it's more difficult than doing Mathematical Olympiad", "I didn't calculate how much the shopping cart was full or reduced all morning, and finally I had the idea of not buying anything." Wang man from Beijing told reporters that after the double 11 pre-sale was opened, there was a flagship store for living and home. The rule was to let consumers spend 1 yuan to buy a coupon with a face value of 200 yuan. At the same time, after confirming the receipt, consumers could contact customer service to refund the deposit for some products. However, Wang man bought more than 30 products at one go after the double 11 pre-sale was opened, so she couldn't remember the price of one of the products initially marked, and whether to refund the deposit for this product. She consulted the customer service, but no one replied. She returned the product in a rage. In the activity of dividing red envelopes, the platform is still full of tricks. Taking the double 11 "win 2 billion red envelopes together" activity as an example, users need to first participate in the "meow sugar mobilization" activity on the platform, earn meow sugar by constantly doing tasks and pulling people to help, and then "divide red envelopes" bit by bit through the game-based "throwing meow sugar" activity. The reporter found that there is a special "double eleven meow sugar general mobilization team mutual aid" group on Douban. So far, its total number shows 3442 people. After the double eleven pre-sale was opened on October 20, the number of Posts related to meow sugar mutual aid has reached about 3000. A bestie student told Wang Xin Bao that her roommate was addicted to make complaints about the red envelopes game. She sent people to the dormitory every day to scan the code. Liu Yu told reporters Tucao: This meow sugar game is too long. "My girlfriend last year because I didn't help her, almost turned it off with me." Some consumers choose to give up directly. "It's also a deposit, a balance, a full reduction, and a meow candy. Lazy people like me won't buy it at all." Liu Yu said that she really wanted to buy it, but the activity was too troublesome. Another woman with children hopes that double 11 can be simple and rough and take care of mothers, "It's cheap if we can. We're sleepy at 8 p.m. when we bring children. We don't have time to squat in the live broadcasting room and have no energy to calculate various rules. We just want to buy some just needed." analysis How can businesses improve the platform "If you want to make up enough for 200 minus 30, you can only pick the goods with 200 minus 30. Don't pick the goods with 199 minus 25, or don't pay together. You can pay together with the other goods with 199 minus 25. Because their threshold requirements are different." Zhang Lin, a merchant doing department store e-commerce business in Yiwu, told reporters. Another Ms. Yang also told the Beijing News, "according to the prompted rules, put the same full and reduced together for settlement." Liu Yu said that the calculation formula drying out by those netizens on the Internet is too complex and should want to make full use of some concessions. "I just use the most basic concessions. I don't have time to calculate those. It's better to make more money by moving bricks." However, not all businesses have no objection to the setting of coupons. Zhang Lin said, "many superimposed discounts finally fall on businesses, and our price can't bear it at all." For example, if the platform is 199 yuan less than 25 yuan and 200 yuan less than 30 yuan, all businesses participating in the promotion of the whole network must sign up to meet the rules, which requires businesses to invest in costs. Before that, businesses already need to give a discount price to their goods. "Coupled with the cost of express delivery, it is really difficult for businesses to make money during the promotion." Song Ruo, an e-commerce trader of a well-known brand in the health industry in Beijing, said that it would be difficult for buyers to increase the price when they know the preferential strength of the same product. Zhang Lin said that due to the large discount and preferential strength, some businesses raised the price first and then gave a discount before the promotion, "If he doesn't raise the price, maybe his price can't bear the discount required." Why should such a complex double 11 rule be set? Wu Yu, a person in charge of an electric business representative operation company in Shanghai, believes that the main reason is that platforms, brands and businesses have their own demands. He explained that the e-commerce platform should compete with other platforms, the stores of a brand on the platform should compete with the same category, and different stores under the same brand also compete. The competition in the above three dimensions and the corresponding landing strategies lead to the complexity of the whole activity rules in the eyes of consumers. Why don't businesses directly set the lowest price in one step? Lu Ye, CEO of a well-known e-commerce acting operation enterprise, believes that the reason why businesses use full reduction activities rather than direct price reduction is to increase the customer unit price while maintaining their own price power. In addition, he believes that this is also caused by the promotion and overweight of all brands in the same competitive ecology. "The previous double 11 events were more complex. In addition to platform activities, business activities and various column segmentation activities," Lu Ye said. Song Ruo told the Beijing news that from last year to this year, there will be some tools in the platform to help businesses calculate prices and automatically display them on all goods. For buyers, they also calculate discounts in parallel, and directly subtract all discounts from the tag price to get the final price. Wu Yu said, "consumers don't need to see so many complex things. Customer service is very clear about discounts and prices, so just ask customer service directly." Changing situation 18.9 billion! Can live broadcasting with goods change the status quo? Some consumers said they like the simple and direct low-cost promotion form in the live broadcast. According to the data previously released by Taobao, in the live broadcast of goods opened on the afternoon of October 20, Li Jiaqi and Weiya finally brought the total amount of goods that day to 18.9 billion. This has once again become a phenomenal event in the whole industry. However, Ma Chao, CEO of Hangzhou Dachuan yunchuang, believes that the two live broadcasting rooms can sell well, not because of the simple link, but because of consumers' brand awareness of Li Jiaqi and Weiya. "Everyone thinks they are cheap here. They also want to talk about the lowest price out of their responsibility for fans. Personal brands and selected brands support each other, coupled with ultra-high cost performance." Lu Ye said that the reason why consumers choose their live studio is mainly because the anchor has helped them select goods and ensure that they get the cheapest price. "Now many people enter Li Jiaqi's live studio. The first thing is to brush the shopping cart, first look at the list of the anchor, and then click playback. If you think it's good, you can buy it. This is the current consumption path." "The inventory of all the selected products is also limited, so that buyers will have a sense of urgency and order quickly if they feel useful." Song Ruo said that her brand also cooperates with Weiya all year round and is waiting for the schedule now. For the "simple and rough" preferential rules of the live broadcasting room compared with the online store, Wu Yu believes that the two are different sales methods and systems, and the things or purposes to be considered are different. "The live broadcasting room is more the anchor's own store, which may mainly start from the demands of its own store. Compared with the platform ecosystem, the platform has more things to consider." Zhang Lin thinks this situation is not very good. "It's unfair for businesses. Gathering the whole Amoy traffic in the live broadcasting room has a great impact on us. If we don't buy this pit, will our traffic be sucked directly? Does that force us to compete for the pit?" In Kwai Yeh's view, Taobao may be more difficult for the current traffic to be clustered in the head anchor. Because the whole content and live broadcast ecosystem of the platform such as jitter and fast hand have been established, and with more traffic advantages, Taobao can only support the current anchor pattern, so as to avoid seeing the loss of consumers who live in the tiktok. Lu Ye believes that "many supply chains have thresholds, and companies also need scale to maintain. As a result, many businesses may have to sacrifice certain profits to do live broadcasting and goods cooperation. However, according to the current logic, the anchor can always get the lowest price from the business, or have more bargaining power, so the lowest price