In November, with the cool breeze, the horn of a game sounded from China.

The competition originated from the "Taobao Mall Promotion Day" held on November 11, 2009, a shopping website of Alibaba, China. In November of the year, the sales off -season sold 52 million yuan (about 10.6 million yuan, for the yearExchange rate conversion, the same below) is 10 times the daily transaction value.The following year, Taobao continued to host the event. More merchants participated, with sales of 936 million yuan (about S $ 184 million), which was nearly 18 times year -on -year.

One stone stirred thousands of waves, and major e -commerce platforms have come to a share. The large and small shops rubbing their palms, and consumers have also begun to organize the shopping list.The game front is gradually extended, and the buyer can receive red envelopes and pay for money in October; the e -commerce platform has made a momentum early, and the overwhelming advertisement swept coming in September.

This year, the corner of the Taobao Tmall Double Eleven rang early on October 24, and it stretched early for nearly 20 days. It was not until yesterday (November 11) that the final chapter was played late at night.

The rules of the competition also continue the style in recent years, dazzling.In addition to signing in a red envelope and a full price reduction of consumption in the store, buying a lot of products must also go to the live broadcast room to receive red envelopes, or pay deposits in October to grab a special red envelope for deposit.E -commerce platforms also launched business games such as "Baba Farm". Users must log in to the platform to play games from time to time, and use the game gold coin to exchange consumer red envelopes ...

Consumers originally thought that Double Eleven was the competition of merchants and platforms. He could only see the fishermen from watching the fire from the other side.As everyone knows, he has already stood on the field, and just figured out the preferential rules, and he had consumed the strength of the half.Different from the initial Double Eleven discounts, the complicated rules now seem to be a flower shelf, but it hides the careful thinking of the seller.

First of all, the seller's fragmented and complexity is actually layered on consumers.For higher income groups, for a few small red envelopes, it is not worth spending a few hours to check the strategy; but the opposite of students and low -income people.As a result, the purchasing power of different consumer groups is squeezed as much as possible. The seller can attract groups with insufficient purchasing power through preferential discounts and retain profit space as much as possible.

Secondly, some consumers have found that after the superposition of all discounts, the final payment of some products is higher than the usual price, which is called "price confusion" by economists.

Finally, in the era of traffic, it is a victory to occupy more users more time and energy.Therefore, the Double Eleven started to become earlier and earlier, from the first day of sprint to more than half a month of marathon.The seller's daily sign -in, playing games, etc., wants to lock users on their own platform to reduce the use time of other platforms.When consumers grabbing red envelopes and playing games, new products recommended by big data in the corners of the page and pop -up windows can also provoke the nerves of consumers' excitement again and again.

The seller's precision planning and step -by -step camp, invite consumers to dance together.Consumers are fascinated, and they can't help but go into the round dance of consumerism and the horn of the game -merchants, platforms, and consumers' wrestling to play this grand Waltz.

14 years ago, perhaps the dance initially tried to achieve a romantic "three -way go", but the dance step was swaying and could not return to the starting point.Chinese e -commerce users are close to saturation, and the platform wants to expand the scale and encounter the ceiling, so it wants to shoot a shot again through Double Eleven.It is rumored that Alibaba put pressure on merchants this year, asking them to provide the lowest price products in Double Eleven.However, the profit margin of the merchant has to reduce the preferential efforts and cover it with complex rules.The dissatisfaction and weakness of consumers will inevitably affect the seller's pace.

In this way, the auction cycle is endless.Both buyers and sellers are exhausted in this ball. Several games and trials cannot hide the reality of insufficient profit margin and the decline in buyers' purchasing power. It is better to follow the main theme of the tightening force and to avoid falling into the trap of consumerism.