This year ’s Double Eleven, Tmall ’s transaction value was 268.4 billion yuan, and JD platform 213.5 billion… plus Suning ’s omnichannel, etc., the national consumer carnival of Double Eleven broke another record. According to official data for the Double Eleven provided by the central bank. On that day, China UnionPay and UnionPay processed a total of 1.779 billion payment transactions with an amount of 14.827 billion yuan. Based on the 1.395 billion people in the country announced at the beginning of this year, it is equivalent to more than one order per person per person, and the per capita order exceeded 1062 yuan.
People’s shopping desires and various goods can be merged on a virtual platform, and the means of merchant promotion has never stopped.
Co-branded in front, live delivery, don’t regret buying?
”OMG!” Upon hearing this, all the girls tightened their wallets.
Li Jiaqi, the man standing at the top of the Cargo Pyramid, became the anchor of 10 million fans in Taobao’s live broadcast in the first live broadcast campaign of the double eleven pre-sale. “Planting grass” relies on trust and word of mouth. Whether it is using text as a carrier to recommend “artifacts” on social platforms, or to attract consumers through videos, live broadcasters and influencers have adopted spoken and intimate interaction methods to reduce the social distance between users and build a social network. This person-to-person connection, not the long-distance relationship between a business company and a consumer.
Social media broke the communication barrier, and people gradually generated value recognition and emotional resonance in the words created by KOL, and they were continuously “persuaded” by repeated sales and discount information in the live broadcast room. Move your finger and pull the grass.
According to the author’s statistics, in less than two weeks after the launch, the pre-sale of the sixteen-color eyeshadows jointly launched by Perfect Diary and China National Geographic has close to 140,000 boxes on Tmall, and the twelve-color eyeshadow reservations jointly signed with Discovery have also exceeded 50,000 boxes, plus various gift box sets, many categories have been sold out.
New York fashion media Glossy conducted a survey of 149 fashion and beauty brands in early 2019 to summarize the marketing methods they will adopt this year. The results show that the most popular activities are joint names, accounting for 38%, followed by pop-up stores and traditional brand activities.
The gameplay of 1 + 1> 2 has become popular in the cosmetics industry in recent years, and domestic products are also co-branded now: the cosmetics brand “Cating” owned by Yunnan Baiyao and the “Mother Palace” lipstick jointly co-named by the Summer Palace, Mao Geping and the Palace Museum jointly Make-up, odor library and make-up, perfume, etc. jointly launched by the Big White Rabbit … sought after by consumers, while using the make-up of the season, while madly placing orders for all kinds of Double Eleven “pre-sale explosion models”. What are the low prices, joint names, and limited numbers that keep us placing orders?
In the interview, Lu Jingyi, an associate professor of psychology researching consumer decision-making at East China Normal University, explained the underlying psychological principle, “First of all, things are rare, and people think that rare items are precious.”
She pointed out that joint sales are often time-limited, and the scarcity of time has increased the value of goods in the minds of consumers. For example, a while ago, “Big White Rabbit” used GODIVA to launch a joint ice cream, which was sold in Shanghai for only 20 days, causing people to frantically pursue it.
Followed by nostalgia. Some domestic brands in joint sales are classic domestic products, Liushen-flavored cocktails, Lao Qianma hot sauce sweaters … familiar brands can easily evoke the collective memory of a generation, consumers are willing to buy joint products to reflect the past years.
The joint selection of domestic products not only brings success in sales data, but also establishes a cultural symbol for the spread of Oriental brands. Taking make-up as a representative, the “2019 Tencent Domestic Product Beauty Insight Report” shows that it is the main driving force that affects the increase in the share of local brands. Content marketing contribution rate is 88%.
According to the “2019 Chinese Consumer Brand Development Report” released by the Alibaba Research Institute, China’s consumer market continued to grow in 2018. The final consumer expenditure contributed 76.2% of GDP growth. Residents’ consumption structure continued to optimize and upgrade. Diversified consumer demand promoted the upgrading of original brands and the emergence of new brands. Chinese consumer brands ushered in a period of great explosion.
Gen Z consumption is more casual?
Why do people always buy and buy? Who told you to keep up? Why are you willing to spend your money?
The documentary “The culprit of uncontrolled consumption” gives some answers.
First of all, the cycle of replacement of new products and elimination of old products is an artificially designed “planned scrap”.
Businesses intentionally shorten the service life of products. For example, the most common electric light bulbs could have been used for 2,500 hours, and after processing, they will break in 1000 hours. At this time, people have to buy again. Rationalize scrapped products. Also includes heating elements for washing machines, printer cartridges, and more. The idea of continuous consumption is built into people’s habits by capital.
The next step is to start with consumers. Speed up. “Trend” and “fashion” started from here, and free choice strengthened the psychology of people comparing with each other. Each season’s update of clothing, automobiles, and electronic products stimulates consumers to pursue slight modifications in the same category of products in a certain design. Just as clothing is updated every season, fast fashion gains a place in the consumer market. Fast-fashion brands like H & M, Zara and Uniqlo attract consumers with rapid updates, and some even put forward the fast concept of “52 micro-seasons per year”. Other categories have followed suit. Perfect Diary believes in the “fast fashion make-up products” model to create a young freshness, while the makeup brand SO COOL SOME of the same group as Marie Dijia’s average new product listing cycle is only about 3 weeks.
Evolving to the age of Gen Z, the shaped consumption concept has been continuously strengthened in the “crazy buying” of the shopping festival, and has opened up another full routine in e-commerce shopping. Just like creating festive occasions, create a “cheap” atmosphere. The beauty of this move is to allow consumers to shift from focusing on actual demand to considering whether the product is cost-effective. The merchant gives a reference price, and there is a difference compared with the actual price after the discount. This difference is called transaction effectiveness.
Lu Jingyi said, “People pay too much attention to the effectiveness of the transaction and ignore the effectiveness of the purchase, so they often buy a lot of” cost-effective “but” useless “products during the” Double Eleven “period. Many brands have discount seasons or promotions on schedule Activities also make use of this.
Beyond that. The commonly used “cash back” strategy uses the existence of psychological accounts, that is, people have different attitudes to different money. “Consumers generally spend their money out of their pockets with care and caution, but as for the cash back, although this part of the money also belongs to themselves, consumers often don’t take it as money and spend it with great care.”
Your “irrational” excuses
”Irrationality is not equal to the abnormal state.” Pointing out the impulse of the shopping festival, Lu Jingyi was not surprised by the existence of the consumer carnival.
She believes that many of the choices people make in life are irrational, so consumers don’t have to be upset and guilty about their irrational behavior. In a consumer carnival such as the Double Eleven Shopping Festival, consumers need to change their focus, from focusing on “cost-effective” to focusing on “own needs”. Do not forget about cost-effective and unnecessary products, and only buy those that meet their own needs commodity. But sometimes, some people also think of shopping as a way of life healing. Through shopping, people self-regulate, relieve negative emotions, and achieve self-healing.
Japanese scholar Yasuhisa found through research that both spending on shopping and the quantity of goods obtained can significantly ease consumer pressure. Perhaps this is why people “turn pressure into purchasing power.” The shopping process balances emotions and stress, making people feel happy and satisfied.
however. When setting a ratio for people’s “buy, buy and buy”, in reality, maybe this situation is when the discount season and the shopping festival carnival pass, and stop to see empty wallets, large bags and small bags are not needed products Instead, the “shopaholic” heart felt more anxiety and tension.
Reasonably customize the ratio of expenditure to income. In a consumer society, everyone may need to find a modest point. After the excitement of buying and buying, what is left is not emptiness and guilt.