Double 11 Betrayed double 11① The Immovable Wool： Six Senior Players’ Solution to ＂Set＂

"Chopping hands is still the same, but the wool is getting harder and harder."

"The calculation of collecting orders has become a metaphysics."

"I’m embarrassed to have been to double 11 without some knowledge of Olympics."

After 12 years’ development, double 11 Shopping Festival, once famous for its "centralized promotion" and "preferential price reduction", has received more and more complaints from consumers, among which the most concentrated firepower is that double 11’s wool is becoming more and more difficult to rot.

Is double 11 stale? Or are there too many new temptations? How much wool is left in double 11 today? Recently, The Paper reporter interviewed six "senior" consumers in double 11. They fought in double 11 for 4 to 12 years, and each of them got a set of double 11 wool warp.

Complex rules "cool down" bonus hunter’s enthusiasm

"In the past two years, it has become more and more difficult to find the entrance to the red envelope of the platform. The rules for the use of large-value full-reduction coupons provided by VIPs of various platforms are limited, and the game is paying more and more attention to pulling new help points. The full-reduction list of the platform is always unclear." Double Eleven senior players, so spit out the bad taste of double 11 discount.

Fish Wong, who has been involved in shopping activities in double 11 since the first year, began to show a sharp decline in enthusiasm for e-commerce online shopping this year, and the order amount dropped from the highest of about 8,000 yuan in previous years to about 4,000 yuan this year. Some of these orders were transferred to the live broadcast room. "bonus hunter-level friends like me have basically withdrawn from activities in double 11. After all, the cosmetics that double 11 bought in the first year were directly placed at a 50% discount on the day of the event. Nowadays, there are more and more routines, and the once one-time straight-down discount is diverted to various small activities, which hurts the brain and feels that the wool is not full. "

Weibo netizens recalled the "half price" discount in double 11.

Weibo netizens recalled double 11 who had no routine.

What bothers more consumers is the change of preferential rules. Tired of coping, it was eventually "routine".

"The calculation of the bill is a metaphysics. The consequence of using a calculator to settle accounts is that when paying, it is found that popular products are robbed. After the rules become more and more complicated, in recent years, double 11 can never buy the cheapest one. In the end, it is always a few dollars to dozens of dollars. " Wen Xi, who has participated in double 11 activities for five or six years, said that due to different channels, the rules of full reduction and full reduction are also uneven. This year’s Taobao Tmall stores are full of 200 yuan minus 30 yuan, and ordinary stores are full of 199 yuan minus 25 yuan. In order not to let go of any full wool reduction, the final bill needs to be calculated in batches.

Wen Xi also said that the final payment of pre-sale products usually takes 00: 30, while non-pre-sale products sometimes issue limited benefits, such as giving samples to the top 1000 people. Snatching limited benefits at zero point means that it is necessary to stagger the payment with the final payment of pre-sale products, and then calculate the amount of the bill in batches. In addition, the price of the same brand will fluctuate on different e-commerce platforms, which also needs to consider cross-platform full reduction.

Weibo netizens "spit"

The Tmall game, which accumulates "friendship debt" every year, seems to dissuade players from participating in the next year’s game, no matter how many red envelopes are finally divided up.

Tian Yang, a veteran player in double 11, recalled: "When I first participated in the Tmall double 11 game, every rule was observed, and I held regular activities and recruited new people every day. Even after the movie started, I kept an eye on my friends and urged them to help. Although 50 yuan finally got a big red envelope, he owed nearly 60 friends a’ friendship debt’. Compared with other players who play the same serious game but offer a red envelope of 6.66 yuan, Tianyang puts more time and energy into formulating shopping strategies. "

Weibo netizens "spit"

From the price drop to the full reduction and then to the pre-sale payment, the preferential strength of double 11 has shrunk year by year.

In addition to the complex preferential rules of e-commerce platform, senior players in double 11 are discouraged, and the stronger preferential promotion of non-e-commerce platforms is also consuming and diverting players’ enthusiasm for double 11.

Fish Wong recalled, "Until 2017, shops in double 11 were almost straight-down discounts. By 2018, the platform began to have full coupons, and in 2019, there was an activity of pre-selling and paying the final payment. In the past two years, the overall preferential activities have increased, but every offer is shrinking."

Among them, beauty and skin care benefits are being diverted to physical stores, and the attractiveness of double 11 e-commerce platform is declining.

Tianyang introduced that wool, a single product of beauty and skin care brand in the live broadcast room, is not easy to absorb, and most of them are bundled and sold, mainly in suits, and then a large number of random samples are presented. Under the impact of e-commerce platform, in order to survive, many physical stores seize the feature that online stores don’t greatly discount prices. During the 520 Festival or Mid-Autumn Festival and National Day, there will be discounts as low as 50%, and some will also give points and do nursing activities for free.

This makes Fish Wong, who once hoarded goods in Taobao, no longer focus on rubbing the heat of double 11.

"Now beauty products will be purchased in duty-free shops or direct mail apps in shopping malls. Some products are even cheaper than the live broadcast room of the head anchor, and there are more gifts. As for daily necessities, you can take advantage of credit card discounts and daily activities in supermarkets. In addition, electronic products will also have greater discounts in physical stores. Compared with a well-known brand of hair dryer, the physical store near the home has been discounted recently, which is cheaper than the pre-sale of double 11 stores. " Fish Wong said.　

The activity price of Fish Wong’s order in the direct mail store of the shopping mall counter.

"Over the years, you may have produced the double 11 Taobao platform activity is the cheapest mindset of the whole platform throughout the year, but often the real wool exists in daily life. If you don’t keep an eye on price changes, it is easy to be overturned by some businesses in double 11. " Jiaqi, who has been wandering around all kinds of bonus hunter groups all the year round and won the card coupons of all major platforms, has long been used to the routines of some merchants in double 11 activities.

"The preferential strength of some shops in double 11 this year is not so ideal. Some store products still have the phenomenon of bright decline and dark rise. One of the big-name health care products, the pre-sale price after double 11 discount is more expensive than the usual original price. 30 yuan, the customer service responded that it was the recent price increase. I bought it so many times, and double 11 happened to suddenly increase its price in two months? " In addition, Jia Qi said that compared with the products that must be bought in previous years, such as shampoo and cat food and cat litter, the prices in double 11 have been rising year by year in recent years. For some products whose transaction price has not changed, the single item discount in double 11 is more expensive than shopping festivals such as 618, ranging from 10 yuan to 30 yuan. "

Weibo netizens "spit"

"Shopping Festival" involution, consumption power diversion

Moreover, even within the e-commerce platform, double 11 has to face many "shopping festivals" and the involution competition of promotional activities.

618, 99 promotion, double 11, Double 12 and Goddess Festival, etc., almost every two or three months, merchants will carry out a wave of promotions under various flags and names, accompanied by various return activities from time to time, which makes the consumption power of hoarding goods concentrated in double 11 in previous years diverted to the whole year.

Fish Wong said, "There are too many small activities, and double 11 has not used up the goods before. I opened the cupboard before the warm-up of this year’s shopping festival and found that the basic skin care products also have a set of water emulsion, two sets of creams, two sets of eye creams and four sets of essences, which scared my desire to go shopping this year. "

In addition to the decline in enthusiasm for double 11, some double 11 players’ dependence on Taobao Tmall stores is also decreasing.

Fang Yuan, who once focused on Taobao shop Haitao, began to shift her position in the past two years and chose not to make up for the excitement of "Taobao". She said, "It is better to use other platforms directly to calculate all kinds of full reduction orders, with the lowest price of almost the whole network and direct subsidies of 10 billion. If the merchant does not deliver the goods within one or two days, the platform will also’ inexplicably’ send coupons for subsidies. On the other hand, in Tmall stores, I personally think that the number of freight insurance gifts is getting less and less. "

In addition, with the popularity of some rebate software and the development of wool industry chain specialization, "bonus hunter" is no longer an exclusive activity of double 11. Fang Yuan said, "These softwares can be used on Taobao, JD.COM, Pinduoduo and other platforms. By copying products from different platforms to the softwares, you can find more hidden coupons from merchants, and there will be product rebates. Almost a month can save 200 yuan, which is 2400 yuan a year. In addition, the wool group will also sort out various lists, or release wool news, which is more timely than the experience posts on other platforms. "

Money saving and income of a rebate software

Bonus hunter’s new posture for advanced players: keep an eye on the straight-down discount

Faced with complicated preferential rules and shrinking strength, some high-ranking players have also begun to change bonus hunter’s traditional posture.

"I just belong to the kind of person who feels that he has lost a lot when he doesn’t buy something cheap. As long as something you like has activities, you must get it. " Xu Yue, who works in fashion and new media, is a loyal fan who has participated in the activities in double 11 for 12 years. She has also witnessed double 11’s gradual decline from the first year to the present, and now she chooses not to pay close attention to the small and dense concessions under complex rules. "In addition to just seeing that the short message that can be copied to the platform to receive the small red envelope will be operated, and the gold coin receiving activity that can substantially offset the money will be selectively participated, other small wool that takes time and cost is no longer considered by double 11."

In the past two years, with the increase of overseas brands in Taobao, brands have become less and less popular. Xu Yue "shifted his position" by hoarding goods from double 11, and put more energy into various brand clothing stores with direct discount. "Except for brands that are not easy to buy in China or designer brands with particularly large price differences at home and abroad, others are no longer concerned. Keep an eye on the beloved store and only participate in official discounts and full reductions. " Under the mentality of Buddhism bonus hunter, the first wave of pre-sale orders this year, Xu Yue spent nearly 20,000 yuan.

Xu Yue said that it is necessary to know the long-term price of each product. In double 11, some niche brands with higher unit price will make a "broken price" on some classic models or seasonal models that have been selling well for more than 10 years, which is cheaper than purchasing. Although discounts occasionally appear on weekdays, the discounts of such stores are usually larger and denser during double 11. At the same time, the discount power of foreign design brands can get very cost-effective wool under the superposition of Black Friday and full discount in double 11.

"I can still catch wool with snacks, but I am a little more tired." Jiaqi, who travels on various platforms to "search" coupons for single products, is still eye-catching in the situation that wool is difficult to get, keeping an eye on the straight-down discounts in various fields.

After seeing the store’s direct discount, Jiaqi placed an order.

The live broadcast room has become a new battlefield for the "Wool Party"

"I bought a foot-soaking bucket this year. The usual price is 699 yuan. This time, I only need 299 yuan in the live broadcast room, and I immediately plucked the wool." Xu Yue said.

Combined with the comprehensive feedback from several senior players in double 11, watching live broadcast has become the mainstream play in bonus hunter during double 11 in the past two years. There are endless ways for anchors to retain fans in the live broadcast room, and the welfare patterns are not fixed. For example, welfare distribution or grand prizes are interspersed in three or four links from time to time. At present, the priority order of the shopping festival bonus hunter has almost become-the discount of the live broadcast room with anchor goods is greater than the live broadcast activities of online stores during double 11, and then greater than the price reduction activities of online stores themselves.

Fish Wong introduced that in the live broadcast room of the head anchor, the small brand beauty and skin care products will be moderately reduced in price, while the big brand products will basically keep the original price unchanged, but many gifts will be attached. In the past two years, through the posts on platforms such as Xiaohongshu, the historical transaction prices of some products in the live broadcast room were compared, and it was found that the prices of some products did not fluctuate as a whole, but there would be obvious discounts during double 11.　

The price of the products that Fish Wong and his friends put together in the live broadcast room.

"There are not only traditional costumes, electronic products, snacks and beauty cosmetics in the live broadcast room, but now all kinds of products can be sold at preferential prices in the live broadcast room. This year, I started the whole family’s medical examination package, travel free flight, tourist hotels and other orders, which are much more favorable than the usual prices on other vertical platforms. " Tianyang said.

Fish Wong also said that from staying in the live broadcast room before, I couldn’t help but chop my hands, and now I entered according to the wrong peak of the live broadcast forecast. When the discount in the live broadcast room satisfied bonus hunter’s "addiction", I basically stopped hoarding goods from online stores, and the role played by store products has become to make up for the products in the live broadcast room.

And double 11 players don’t seem to care, which home appliance platform or brand manufacturer is associated with these live broadcasts.

(At the request of the interviewee, Wen Wenxi, Fang Yuan, Xu Yue, Jia Qi, Tianyang and Wang Xia are all pseudonyms. )