After years of development, “618” has become one of the best shopping festivals on China’s e-commerce platforms. During this period, major platforms have made great efforts, hoping to exchange more affordable prices for higher transaction volume. However, with the continuous increase of promotional activities, the attractiveness of centralized shopping festivals such as 618 to consumers is gradually diminishing, and some users have also experienced aesthetic fatigue, and the complicated calculation methods of discounts and endless marketing routines are even more difficult. Simply let some users give up their enthusiasm for participation.

It can be said that in the current age of consumption dominated by young people, it is difficult to retain consumers with simple routine discounts. In the face of this situation, Suning.com breaks the tradition and through considerate services and novel and diverse live broadcast activities, Stand out from the fiercely competitive 618.

Aiming at the youth market and creating empathic consumption

A few years ago, e-commerce platforms would hold a grand party on the day of the “Shopping Festival”. Although this method is lively, it is far away from consumers. Therefore, the greater role of this type of party is the atmosphere group, which makes the event more It is known, rather than directly driving the growth of trading volume.

With the rise of short video, its strong interaction and high sinking characteristics have made live delivery of goods an important sales method. In this year’s 618, major platforms have also shifted their focus to live delivery of goods.

For example, in this year’s 618, Suning.com focused its attention on young people and created an “e-commerce variety show” that young people prefer.

This year, Suning.com has stretched the front of the 618, setting up two rounds of pre-sale periods from May 24 to 31 and June 12 to 17. In addition to pre-heating for the 618, it is also used by young people. In the June 1st wave, the “Children’s Day” was newly added to the two rounds of pre-sales. Hundreds of stars including Zhang Xinzhe, Zhang Yixing, Guan Xiaotong, etc. were invited to live broadcast the goods in twelve different vertical fields. Let the audience choose the live broadcast room according to their hobbies. For audiences who don’t have a clear target, Suning.com has also created a “blind box live broadcast” method, where you can watch whoever you visit.

“Children’s Day” grasped the theme of Children’s Day and divided the live broadcast rooms into “childhood delicacy” and “night study room” to meet the needs of all kinds of consumers more vertically, and at the same time awakened The childhood memories of users. Suning refers to this approach as “empathy consumption”, which enhances the audience’s sense of substitution by recreating various life scenes. Suning.com believes: “The consumption method of frantically chopping hands to relieve stress is not worth promoting. What really resolves anxiety is the improvement of mood. This is also the heart of the Children’s Day.” In addition to the rich live broadcast content at the variety show level, the benefits of “Children’s Day on June 1st” are also full of sincerity, and the promotion is not lost on the day of June 18. There are also activities such as fast zero-yuan purchase and 1 yuan blind box opening. OPPO mobile phones , Weilai Automobile, Moutai, Nintendo game console and other products have been included in the list of prizes. At 8 o’clock on the night of 618, Suning.com and the Xiaoguo team jointly created the 618 talk show graduation meeting of “Graduation Wild Must Be Together”, inviting stars such as Xiao Jingteng and Zhang Meng to prepare 10,000 graduations based on the hot topics of the graduation season. Gifts and 500 million red envelopes, once again launched promotional activities that directly hit the hearts of young people. The total number of views and interactions on the “Children’s Day” and the graduation talk show on the whole network exceeded 300 million. During the 618 period, it gained a high degree of attention, and the high attention was transformed into a strong consumer power. It is a brand that participated in the Suning. And partners have brought rapid growth. It can be seen that in addition to meeting traditional user product needs, Suning.com began to pay attention to satisfying users’ emotional needs in this year’s 618 event. The innovative “variety + e-commerce + live broadcast” scene consumption model covers a variety of usage scenarios. It provides a window to resolve anxiety for young people whose lives are increasing day by day, so as to narrow the distance between the two parties and win a broader market for themselves.

One-stop trade-in, making 618 more worry-free

The annual 618 is the time when home appliance products are intensively promoted. Behind the continuous influx of new orders is the burnout of a large number of users when dealing with old products. For small products such as mobile phones and computers, the process of trade-in is basically the same as sending an ordinary courier, but for large household appliances, every step of valuation, recycling, delivery, and installation is a lot of trouble. In the past, consumers had to purchase new appliances and contact old appliances for recycling, and arrange the time for recycling and delivery. Some products even had to be distributed and installed in stages. In addition, if you are not contacting a regular recycling agency, you may need to wrestle with the recycling price. After several rounds of tossing, the good mood of saving money in 618 has been wiped out. Suning.com has observed this user’s pain point. In April this year, it launched a new trade-in service, increased subsidies, and at the same time provided one-stop trade-in services for refrigerators, washing machines and other products to nearly 50 cities across the country. In order to achieve this, Suning has integrated more than 700 partners and 7,270 certified engineers. At present, the maximum number of operations in a single day can reach 50,000. The result of these efforts is an improvement in the quality of consumer experience. Now, consumers can complete the evaluation of old products directly on the Suning.com app. After selecting the new product, they can see the deducted price. After the order is completed, the old and new delivery will also be completed at one time, eliminating the need for cutting Worry about price, coordination time and other aspects, worry-free and convenient. This year’s 618 has become a big test to verify the effect of service improvement, and Suning.com’s transcript is also excellent: a total of 180,000 people participated in the exchange of old during 618, of which the air conditioner’s renewal accounted for 35%, and 3C The number of product renewal orders increased by 145%, saving an average of more than 500 yuan per user. Driven by the trade-in, the number of buyers of Suning Tesco’s new products during the 618 period also increased by 154%. Suning.com leveraged its years of offline service experience, combined with big data, smart marketing and other methods to build a standardized exchange-for-new platform, so that users have no worries when renewing at 618.

Turn the shopping festival into an IP, tailor-made activities for different people

At 1 am on June 18, Suning.com released a battle report showing that in the first hour of 618, Suning.com’s whole-house home improvement and smart home products continued to sell hot, with sales increasing 135% year-on-year. During the same period, the sales of Suning Outlet luxury products increased by 176% year-on-year. Driven by the European Cup, sales of beverages increased by 79% year-on-year. In addition, the 618 exclusive red envelopes launched by Suning.com Super members also contributed to a 68% year-on-year increase in member consumption. All these achievements prove that Suning’s innovative methods and caring services in this 618 have achieved excellent results. Suning’s vision does not stop at 618. Fan Chunyan, vice president of Suning.com’s platform operation group, said: “618 and Double 11 are the two largest consumer festivals in China. Now that the traffic is peaking and the market does not undergo fundamental changes, they will continue to be in the foreseeable future. It will be synonymous with the Consumer Festival.” It can be seen that Suning is exploring ways to integrate e-commerce and entertainment content, and build the Shopping Festival as an IP. This year’s “Children’s Day” is just the beginning. In the future, Suning.com will also create exclusive consumer activities for different groups of people. Such “festivals” may appear more frequently

Internet capital’s routines have always been based on low prices or even free of charge. The widely-familiar online car-hailing and takeaway industries are all like this. They enclose land at low prices. After they have a monopoly market share, they have increased their prices significantly. Now the price of online car-hailing It is already more expensive than taxis, and the takeaway industry has forced catering businesses to go nowhere, leading to the consequences of bad money driving out good money. A considerable proportion of takeaways directly turn factory-supplied food bags into fast food boxes.

After the capital has gradually harvested many industries, now it has begun to target the last outlet of the middle-aged and elderly-the vegetable vendor. The routine is still so familiar, and it grabs the market at a low price, with the intention of killing the vegetable vendor and waits for the vegetable market. All were forced to close and then raise prices drastically, and this process is still in progress.

For public services such as the power grid, there have been similar cases at home and abroad where capital seized the market and then maliciously increased prices. In the 1990s, Britain promoted privatization and the British gas company was privatized. After the privatization, the British gas company increased its expenses year after year. As a result, the British could not consume fuel. In desperation, they could not turn on the heating in the cold. Cold Bird”.

In the domestic market, foreign capital structures such as Veolia and Suez have successively acquired water supply networks in more than 10 cities. Before the acquisition, they painted a beautiful picture. However, after the acquisition, they did not invest heavily in improving the water supply network. Prices have been raised year after year. In 2014, many cities across the country had odor incidents of tap water, and almost all of the water supply networks in these cities were acquired by foreign capital, which made people rethink the pros and cons of privatizing public services.

Today’s charging services that capital intends to intervene will undoubtedly be similar to previous capital stories. They try to seize the market at low prices or even for free. After occupying the market, they will inevitably increase prices. After all, the ultimate goal of capital is to obtain huge profits. .

However, this time the capital is facing the giant State Grid. State Grid has built the largest charging network in the country, comparable to Sinopec and PetroChina in the era of fuel vehicles. State Grid can quickly build a huge charging network and its own National Grid. It is inseparable as a solid foundation, and this has become its confidence.

As the State Grid has issued a warning to some charging operators, it cannot be ruled out that it will take other measures in the future. After all, with the State Grid as the foundation and power resources in its hands, these vicious competitors will face penalties at any time.

The author supports State Grid’s punishment of these vicious competitors, because it has repeatedly proved that private capital has no bottom line for profit after monopolizing an industry, and State Grid, as a non-private entity, is better able to ensure service quality due to more supervision. And provide reasonable prices.

Internet capital has received a lot of praise for a long time, but as they have achieved monopoly status in multiple industries, the people are disgusted by the people. All parties are becoming more familiar with the behavior of these capitals. There are just a few routines back and forth. I don’t believe in the beautiful vision they portray, but I believe that the ultimate purpose of capital is to make money.

“Sorry, I don’t play Pinduoduo.”

“That’s even better. New users cut a lot, go to the next one, and it can be done in one minute.”

…

Similar conversations are frequently staged in the WeChat dialog box, which makes people feel tired. It seems that everyone can not escape the “bargaining shadow” of Pinduoduo. Pinduoduo, which “swept the market outside the Fifth Ring Road”, relied on extremely low-cost product strategies and social fission gameplay. It only took three years to catch up with Jingdong, which has been in business for 20 years in annual sales and market value, and successfully entered the United States. Starck goes public.

It is also the taste of the social fission spreading method based on bargaining that makes Pinduoduo even more unscrupulous. With the exponential increase in the number of Pinduoduo users, in order to expand new users, its bargaining methods are becoming more and more routine. This result directly caused the public to complain about Pinduoduo’s routines. So, have you ever been fooled by Pinduoduo’s routines?

The facts are in front of us, bargaining is a routine

Pinduoduo’s bargaining is mainly divided into two types-getting free in kind and getting cash every day. The process is basically the same: A sees the goods that can be obtained for free or the cash that can be received in the station, and the progress bar shows more than 99% after a meal. If you want to bargain again, you need to invite friends to help on WeChat. At this time, A sends the bargaining link to several or even dozens of people such as B, C, D, E, etc. for help. After other people helped to bargain, they found that they could take advantage of it, so they also joined the ranks of bargaining for free. Such a fission form naturally makes Pinduoduo more and more users.

But the reality is that today’s Pinduoduo just wants to fission, but does not give the corresponding “carrots.” For example, a certain self-media person conducted an experiment and invited more than 500 friends to help him with a knife. However, more than 500 chances of lottery draws have never been able to cut the final cut. There is a blogger who does not believe in evil on the Internet. He said that he was really successful. He mobilized more than 7,000 fans and got a game console at bargain. But how can a normal person have 7,000 friends? The so-called free cash collection and withdrawal are just plain words.

Netizens who have good deeds also summed up the essence of the routine: when you are still short of a penny withdrawing, the penny is divided into 10 1 cents. When you have worked so hard to collect 9% of the money, and the last 1% of the money is missing, the withdrawal rules have changed again:

Tell you to pull a person to give you 1 gold coin, collect 10 gold coins to withdraw. When you wear out your mouth and collect 9 gold coins, it splits 1 gold coin into 10 pieces of 0.1 gold coins… After entering an infinite loop, you give up on your own initiative, so it won’t work anymore. It.

Facts speak louder than words, and Pinduoduo’s bargaining is indeed just a routine.

Pinduoduo is a bit too much behind the psychology of the prospect

Why do people know that Pinduoduo’s bargaining is a routine, and people still enjoy it? According to the simplest principle, Pinduoduo makes full use of the free “magic”. In the marketing activities of Pinduoduo, the word “free” has always occupied the C position, because this is the copywriting that attracts the most attention. In order to “have a chance to get it for free”, people are naturally attracted and greatly increase Pinduoduo’s click conversion rate.

From another point of view, Pinduoduo’s bargaining also has obvious “fanning” characteristics. In the book “Game Changes the World”, the author puts forward the four elements of the game: goals, rules, feedback, and voluntary participation. And Pinduoduo’s bargaining routine is similar. In addition to voluntary participation, Pinduoduo’s bargaining target is very clear. Because the progress bar for bargaining activities starts directly from 99% or higher, making people feel that the goal can be easily achieved. The rules are naturally very clear-the more people you invite to bargain, the closer you are to free money.

In terms of feedback mechanism, there are more routines. A very simple example is that every time people invite someone to help bargain, the progress bar goes a little bit. And with the help of words such as “just bad” and “about to be cut”, people are even more stimulating to invite users. It is worth noting that there is a time limit for bargaining, which makes it extremely urgent to invite users. After all, if you don’t continue to invite, the previous efforts will be in vain, and you can only continue to invite.

It can be seen that Pinduoduo accurately captures the user’s psychology. But it seemed a bit too much to only grasp the psychology without giving the corresponding reward.

Pinduoduo urgently needs change under much criticism

Pinduoduo’s bargaining routines have been criticized and even aroused public outrage. For example, Shanghai lawyer Liu Yuhang took Pinduoduo to court after he caught the routine. He believes that when Pinduoduo provides network services, it is suspected of violating the principle of good faith, using false data, concealing rules, and taking advantage of human weakness to allow consumers to complete various tasks set by Pinduoduo and purchase paid services, only to increase the activity of its APP. Statistics and income have constituted fraud and seriously affected the social atmosphere.

In addition, you can see the complaints of a large number of netizens by simply searching the online bargaining activities of Pinduoduo. It can be said that the practice of Pinduoduo has become less and less attractive. If Pinduoduo still uses such a routine to pull new ones, it will only make its own path narrower and narrower. For this reason, Pinduoduo urgently needs to change and find a real balance between bargaining and people’s interests. (New Discovery of Science and Technology Constantine/Text)