Origin of Double Eleven: According to the information provided by Baidu Encyclopedia, we can know that the Double Eleven Shopping Carnival refers to the online promotion day of 1 1 every year, which originated from Taobao Mall (Tmall) held in11in 2009. However, the turnover far exceeded the expected effect, so165438+1October 1 1 became the fixed date for Tmall to hold large-scale promotional activities. Double Eleven has become an annual event in China's e-commerce industry, and gradually affects the international e-commerce industry. [ 1]
This is the origin of the Double Eleven Shopping Festival, which has now evolved into a well-known grand festival. Let's look forward to the results of this year's Double Eleven!
Double Eleven Achievements: According to i query, the first Double Eleven Shopping Festival in 2009 had sales of 52 million, with 27 brands participating in the whole country. However, by the end of the second Double Eleven Shopping Festival, the statistical sales volume was 936 million, with 7 1 1 brands participating, an increase of 20 times. In the subsequent Double Eleven Shopping Festival, the Double Eleven opened the road to the king, with 20 1 1 sales of 3.36 billion and 2,200 brands participating; 20 12 annual sales13.2 billion, 10000 brand participation; 20 13 annual sales of 35.2 billion, with 20,000 brands participating; 20 14 annual sales of 57 1 100 million, with 27,000 brands participating; 20 15 annual sales of 91200 million, with 40,000 brands participating; 20 16 sales120.7 billion, with 98,000 brands participating; 20 17 annual sales168.2 billion,140,000 brand participation; 20 18 annual sales of 213.5 billion, 180000 brand participation; In 20 19, the sales reached 268.4 billion. In 2020, the sales volume was 372.3 billion.
Every year's Double Eleven will break the previous year's record and set a new high every year. So what is the pre-sale amount of this year's Double Eleven Shopping Festival? You may wish to guess!
Why do China people like to stock up on Double Eleven? I think the most important reason for this problem must be: cheap.
For most people who participate in the Double Eleven shopping, the goods during the Double Eleven period are indeed much cheaper than usual. Just like I am a student myself, I can tell you with my conscience that shopping on Double Eleven will be much cheaper. The usual price is 50 yuan, and the double eleven price is 40 yuan. Some goods have a buy one get one free discount, which is a discount for consumers. So everyone likes to stock up on the Double Eleven.
However, it's not only because it's cheap that some people hoard goods on the Double Eleven, but also some people follow the crowd and watch people around them buy them and buy them themselves. There are not a few such people, and businesses have also taken advantage of consumers' heavy psychology.
Then the focus of this issue is coming. I am a student, so I want to think about this problem from the perspective of students. Next, I will analyze it for you.
(The data in this picture comes from "Xinyi Campus")
The reasons why students participate in the Double Eleven are: First, as students, there are always commodities to buy, boys' shoes and autumn clothes; Girls must buy cosmetics, bags and beautiful clothes. Double eleven is a good opportunity. At this time, I can buy clothes in winter or late autumn, just like I will buy clothes for the New Year on the Double Eleven.
The second point: the double eleventh party will stimulate the desire to buy, just like my girlfriend, who visits Taobao every day, recommends beautiful clothes every day, and wants to buy them when she sees them. Now, under the control of big data, products that have been seen in the previous second will be recommended in the next second. Some of my favorite products are just beautiful. As a result, I have been recommending it since I read it once. The more I read it, the more I like to buy it. Finally, my heart was crossed: Come on, buy them!
The third point: it is mainly cheap. I like playing basketball. I pay attention to the price of sneakers every year, especially during the Double Eleven period. At this time of year, the price of sneakers is much cheaper than usual, not only sneakers, but also other products, just like my girlfriend's cosmetics. A mask is usually 10 yuan, and you can buy one and get one free directly during the Double Eleven period. This discount is really difficult.
Reasons why students don't participate in the Double Eleven: Reason 1: Constantly refresh the order status.
I finally grabbed my favorite product. After submitting the order, I turn on my computer or mobile phone every day to refresh the order status, but after waiting for several days, I received a short message, "Dear XX, our store is trying to deliver the goods 24 hours a day, and it is expected to complete the delivery on the 20th at the latest. Thank you for your patience:) "Although it hasn't arrived yet, it has at least given me a hope. "Even many people have no hope. Some stores have been dragging their feet, and some stores have not updated their logistics status after delivery, so consumers can't judge where the goods they buy are.
Reason 2: I regret that the order was too hasty.
The Double Eleven only lasts for 24 hours, but we have to do it alone-choose styles-compare-watch evaluations-watch after-sales-watch buyers' shows. If so many programs are working, we will choose to spend more time! Inevitably affected by the goods, sorry to place an order!
Reason three: crazy purchase after promotion.
If you don't want to go shopping, you will be happy when you see that all your colleagues are buying. Buy a better one, but you will find that several days have passed since the Double Eleven, and the prices of some businesses are still the same. I can't help feeling that the merchants are cheating me.
The benefits of Double Eleven to students: First, Double Eleven enables college students to meet their material and spiritual needs, which are limited by the gap between prices and living expenses. The promotion of "Double Eleven" provides a way for college students to buy goods with less money than usual, and the price reduction narrows the gap between college students' purchasing power and commodity prices, which is undoubtedly very beneficial for college students with limited living expenses. In addition, while purchasing, the material possession and spiritual satisfaction in the shopping process also enrich the material and spiritual needs of college students. According to a survey conducted by China Youth Network, 76% of college students think what they buy is needed now, 20% think it may be used in the future, and only 4% buy it at a discount. That is to say, at most, only 24% of college students have vague personal needs because of the promotion of Double Eleven, and only 2.54% think they are pure impulsive consumers, so the advantages of Double Eleven Shopping Festival outweigh the disadvantages.
Second, the double eleven 10 began to warm up at the end of the year. This warm-up period enables college students to objectively analyze the price-performance ratio of goods, face up to their own purchase needs and become more rational when shopping. According to the survey of China Youth Network, 74.3% of college students' monthly living expenses are more than 654.38+10,000 yuan, and 76% of college students spend less than 654.38+10,000 yuan during the Double Eleven period. Comparing the monthly economic situation of college students, we can see that most college students have a suitable consumption quota. Moreover, 59.64% of college students are willing to save money in advance to deal with the Double Eleven, 10.95438+0% of college students consume credit by stages within the economic conditions. Only a few extreme people consume in advance because of the pursuit of pleasure and vanity, and most college students still consume rationally.
Disadvantages of Double Eleven to students: First, it will lead to excessive consumption of students, which means that the living expenses of students were originally 2000 yuan a month. In this way, because they buy more things, the goods they buy can be called excessive consumption, which may affect students' consumption concept.
Second: it will lead to students' impulsive consumption. Everyone in the dormitory bought beautiful clothes, beautiful shoes, new cosmetics and new bags on the Double Eleven, but they have already bought them some time ago. Seeing that roommates were buying, I couldn't restrain my desire, so I followed the trend and started a batch of cosmetics and clothes.
Third: it will lead students to spend in advance. What should I do if the goods bought in the Double Eleven exceed the budget? At this time, I will think of flower buds. Yes, flower buds can be used for emergencies, but you can't pay for goods that exceed the budget by using flower buds, because flower buds belong to advanced consumption. What's more, college students don't have their own financial resources now. Why do they continue to consume?
What do you think of students hoarding goods in Double Eleven? So what do people in society think of students hoarding goods in the Double Eleven? Let me tell you about it from three aspects.
First: What do teachers think of students hoarding goods in Double Eleven? Where's Li? (Professor and Deputy Director, Department of Industrial Economics, School of Management, Fudan University)
Second: What do parents think of students hoarding goods in Double Eleven?
Third: What do merchants think of double eleven students hoarding goods?
How do peers view students' double eleven hoarding?
Please click to enter a picture description.
Please click to enter a picture description.
Personal experience: Since the advantages and disadvantages of the Double Eleven for college students have been analyzed above, I might as well mention my personal experience with people around me and myself. Xiao Liu is one of my roommates. 18 participated in the Double Eleven in my freshman year. On the Double Eleven that year, Xiao Liu spent a lot of money and bought a lot of things, and then owed Bai Hua 2000 yuan. Most of the things he bought are useless. Later, he didn't eat breakfast every day, so he didn't drink at lunch or dinner. He saved as much money as possible and finally spent it.
Tell me more about Xiao Liu. Let's talk about myself. Freshman didn't participate in the Double Eleven, and sophomore bought 3000 pieces. Because I didn't buy clothes in my freshman year, I plan to buy them myself in my sophomore year. As a result, I bought about two thousand clothes myself, and my parents didn't say anything. I bought some delicious food and a mechanical keyboard (200 yuan, later sold 50) and so on. In fact, I personally think that clothes were still expensive. Actually, I don't need to buy so many things at all. Later, I reflected on myself and summarized the following reasons: first, I followed the trend and watched people around me buy things, so I didn't feel that I couldn't get in; Second: I bought gifts for my parents and clothes for myself; Third: I still have some really useless things. I thought I might use them in the future, so I started. As a result, I really used less, but I didn't need to buy it at all. Fourth: half of the things were not intended to be sold, nor did they feel useful. I just happened to see it when I was visiting Taobao, and I suddenly wanted to buy it. Does this mean that I can't stand my own desires?
Note: 1. Beware of swindlers pretending to be sellers.
Many college students are shopping crazily in the "Double Eleven", and scammers are also gearing up. According to the previous online shopping scam, the police put forward the most gullible link for the public: the online shopping is abnormal, that is, it needs to be re-paid or refunded, and the online shop is extremely unable to pay. Don't trust the so-called customer service, and don't transfer money directly according to the requirements of the other party. Go to official website to inquire. Online shopping is wary of "fake delivery"
"During the peak period of' Double Eleven' online shopping, due to large orders and logistics overload, merchants delivered goods beyond the promised time or even provided false delivery information, and merchants refused to apply for returns from time to time. When college students buy online, they should keep important chat records, shopping receipts and order information, which is conducive to active rights protection.
Refund may be routine.
In the case of "transfer", "card bill" and "refund", everyone must be vigilant and don't believe the lie that the liar asks you for a refund of the bank card number and verification code.
3. Pay attention to the payment link.
Be sure to use regular payment channels to pay, and don't click on the payment link from unknown sources.
4. Beware of winning prizes and red envelope fraud
During the Double Eleven Shopping Carnival, all kinds of fun and exciting red envelopes followed, and scammers also released a large wave of virus red envelopes, fake red envelopes and fake winning information to deceive college students. Remember not to call the phone number provided by the winning information and the URL link address sent at will.
5. Beware of fake Haitao
Cross-border logistics information and shopping receipts can be forged. College students should be wary of being deceived by words from Japan and the United States marked on web pages. It is recommended to buy from regular websites, and don't trust some shopping links that are freely circulated and shared.
6. "Collecting" and "Free Sending" Tibetan Scams
Some swindlers tell you that the goods are free, but you have to pay tens of yuan for postage. Although the goods in the picture look expensive, when you receive them, you will find that they are not worth much. Don't believe that pies will fall from the sky. If you encounter such a situation, you must refuse.
7. Don't be credulous when friends pay.
Liars will pretend to be your relatives and friends through some instant chat tools, especially college students. I hope you can help them pay the bill. You will be blacked out after paying the fee.
8. Live broadcast is mixed, keep calm while watching.
In the face of the strong promotion of the anchor, keep calm, restrain the impulse, and try to choose the on-site delivery merchant with high credibility and good reputation for trading. In order to ensure the safety of property and transaction records, private transactions shall not be conducted without leaving the platform, and payment shall not be made by direct transfer, remittance to private account, sending payment link page or scanning QR code.
Summary: In fact, there is no fixed boundary between pickpockets and pickpockets. This still depends on the current students' own economic ability and needs. Buy when there is demand. If the demand is not high, you can not buy it first. If it is really necessary, you must buy it. Another thing to note is that you must not spend in advance, and you must not pretend to be rich for the sake of face. As a student, the most important thing is to study. You should pay attention to swindlers in shopping centers and beware of criminals. If you are cheated, you can seek help from customer service, teachers, parents and the police.
Reference article:
[1] Double Eleven Shopping Carnival
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The following is a questionnaire on college students' views on the Double Eleven in my dormitory. You can check it in detail if you are interested.