What do you think of current online shopping festivals such as 618 and Double Eleven?

Nowadays, 618, Double 11, and Double 12, these online shopping festivals come one after another, several times a year. I think we as consumers need to view these shopping festivals dialectically. ?

First, let’s take a look at the parts worthy of recognition. These festivals are actually created by e-commerce. On the day of the shopping festival, it is really lively and interesting for everyone to go shopping together. Moreover, in order to promote sales, merchants generally set commodity prices at the lowest prices in a year, so if we actually buy what we need, it can be said to be a win-win situation. Merchants make money, and we buy bargains. Then the platform (such as Taobao, JD.com, Suning) traffic exposure, self-operated products make a lot of money, and attract more consumers.

Then let’s look at the criticisms of the shopping festival. In these online shopping festivals, it is difficult to avoid following the trend of consumption. Many merchants "consume if there is demand, and consume if there is no demand", amplifying the consumer demand of the people. The festival is just a gimmick, and businesses take full advantage of consumers' psychological weaknesses to encourage more consumption. For example:

1. Lowest price psychology There is an advertising slogan that we are all very familiar with, "If you miss it once, wait another year." All advertisements are telling you that this is the lowest price this year.

2. Hoarding psychology

In fact, most people are born with a love of hoarding. This is in line with people’s sense of security and spontaneously prevent unknown risks in the future, so in During the shopping festival when prices are so low, many people naturally buy more and stock up.

3. Convenience

You don’t need to go to the supermarket, just move your fingers and the express will be delivered. It is because of convenience that many people spend the next day during the shopping festival. I bought everything I needed.

4. Herd mentality

"Herd mentality" is also an important reason for the craziness of the shopping festival. When you see others shopping, you will want to join in the fun.

It is precisely by taking advantage of our psychology that merchants achieved the myth of 169.54 billion yuan in online consumption on the day of "Double 11" in 2016. It remains to be seen whether the record will be broken this year~