The "Double Eleven" shopping festival started pre-sales on October 14th, a full 10 days earlier than in previous years. In the face of "the longest Double 11" in history, the "roll" of major platforms has become hot, but there are many consumers roast that the promotion is still like "Olympic math test", just looking at the rules has become dizzy. As the world's largest shopping carnival, Singles' Day has been celebrated for 15 years. The activity rules of e-commerce platforms have evolved from simply offering discounts and subsidies in the early years to becoming increasingly complex. From different prices such as pre-sale price, coupon price, "deposit+final payment" price, to new customer acquisition tasks such as "building a house", "raising animals", and "competing in the arena", to subsidy methods such as shopping coupons, consumption coupons, and store coupons, all kinds of fancy jobs have turned discounts into a mystery. With the popularity of live streaming sales, live streaming hosts, brand self broadcasting, and others have also rushed in. This "lowest price in the whole network" and that "price below the floor" have indeed become more popular, but who has the best value for money is still more confusing. Why do all platforms and businesses still refuse to lighten their burdens year after year when they complain about the complicated rules year after year? Upon closer examination, it is likely that complex promotional rules are already one of the business strategies. There is a saying in economics called "price confusion", which refers to the situation where businesses increase the complexity of price calculations and the difficulty of comparing prices in fierce market competition, creating the illusion of price discounts for consumers. Faced with a dazzling array of shopping calculation problems, consumers who are confused about the solution may easily fall into the impulse to place an order when they hear "countdown", "link up", "ready to grab" and so on. At the same time, renovating gameplay, adding fun, and strengthening socialization also have the intention of attracting more people and creating a nationwide carnival. To some extent, the shopping frenzy over the years cannot be separated from the platform and merchants' precise insight into consumer psychology. But year after year and with each festival, consumers who have been fluctuating in online shopping are also moving towards mature rationality. More and more people are realizing that setting an alarm and placing an order can be overwhelming, but often the products they buy are unnecessary. Secondly, common problems such as mismatched products and hidden price increases can also make people feel tired of various promotional tactics, ultimately affecting their willingness to consume. Faced with this mentality, attempts to simplify things such as selling spot goods, canceling pre-sales, or updating price management rules are actually more likely to win favor. In today's second half of online shopping competition, the extent to which a company can listen to user feedback and improve user experience determines how far it can go. Whether it's holidays or events, how to make consumers feel more comfortable is the key to the platform's success. (New Society)
Edit：Luo yu Responsible editor：Zhou shu
Source：Beijing Daily
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