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Is Double Eleven a Grand "Digital Game"?

Tech 2024-11-01 10:31:10 Source: Network
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Is Double Eleven a Grand "Digital Game"?This year's Double Eleven is halfway through, and social media is flooded with consumers complaining about complicated rules and promotional activities. Although people have long been numb to various e-commerce promotions, the suppressed desire for consumption has still made many young people eager to try

Is Double Eleven a Grand "Digital Game"?

This year's Double Eleven is halfway through, and social media is flooded with consumers complaining about complicated rules and promotional activities. Although people have long been numb to various e-commerce promotions, the suppressed desire for consumption has still made many young people eager to try. In order to reach the threshold of 7,000 yuan to obtain a large discount voucher, they even went so far as to "buy out" Ralph Lauren just to "shear the wool".

However, amidst the maze of preheating, pre-sales, full reduction discounts, and category coupons, young people are finding it difficult to break through the various barriers set by the platforms. Staying up late to grab coupons always ends in failure; just when they manage to gather enough for a full reduction discount, they find that the coupon threshold is even lower in the next wave of activities. The "all girls" who cannot get beauty coupons and the frugal young people who cannot find the lowest price fall into the traps set by the platform time and time again.

Is Double Eleven a Grand "Digital Game"?

This Double Eleven may be the longest one yet, and it has also seen the most complaints.

01 Young people who want to strike it rich are forced to cancel their orders

Is Double Eleven a Grand "Digital Game"?

In order to buy gold jewelry that has risen in price, Huihui has done her research. She has studied various strategies: enter the Taobao coin portal, click on "search store" to get red packets, then collect store coupons for 3000 yuan off 150 yuan, and use her accumulated Taobao coins to deduct 100 yuan. Finally, she can buy two pieces of jewelry and use the "gold coupon".

The rules of Double Eleven are complicated, and the platform also divides players into "low-level" and "high-level", but Huihui has already seen through the routine. She understands that people will buy many things they don't really need in order to meet the minimum order amount.

Is Double Eleven a Grand "Digital Game"?

2024 is a golden year, and the price of gold has been rising. Huihui has decided to change her investment strategy from fund fixed investment to a gold accumulation plan. Buying two gold beans every month has become a ritual in her life. As she watches the gold price chart rise steadily, she is caught in a dilemma. She wants to buy at a high point, but she is also afraid of a price drop. When the price drops, she is afraid it will fall to the bottom.

The Double Eleven gold coupon gave Huihui a reason to enter the market. She used a calculator to carefully calculate the average gram price of each piece of jewelry after adding the gold coupon, and the final price was much lower than the current domestic gold price. Gold is so valuable; buying it is like earning money.

Is Double Eleven a Grand "Digital Game"?

As early as 8 pm on October 14th, Huihui set an alarm clock and was ready to rush into the venue at any time to buy. She felt like she was back in university, anxiously waiting for course selection with a slow school network loading the page. However, the platform's system was not lagging at all, but the message displayed "The coupon is gone, come back tomorrow."

Two days passed, and Huihui still hadn't obtained the gold coupon. She contacted customer service, only to find out that the coupon collection time had been changed to 10 am every day. The coupon collection time had changed, and grabbing coupons had become a mystery.

Is Double Eleven a Grand "Digital Game"?

Huihui referred to various strategies on Xiaohongshu and tried to find the VIP exclusive customer service at 9:59, clicking on the venue link provided by customer service, finally grabbing a gold coupon.

The difficulty of obtaining the coupon doubled Huihui's joy when she placed the order. She finally experienced the excitement of the shopping festival. However, the next morning, her joy dissipated because her gold order was forcibly closed.

Is Double Eleven a Grand "Digital Game"?

Huihui contacted customer service for an explanation, but the response was "transaction risk." She pressed further, wanting to understand what the risk was, but the customer service only apologized, with a cold attitude.

Heimao Complaint and Xiaohongshu are filled with consumers who have suffered the same fate as Huihui. They all used the gold coupons issued by the platform, but their orders were forcibly closed due to the risk prompt.

Is Double Eleven a Grand "Digital Game"?

Angry consumers launched a collective complaint. They spent half a month doing research, only to have their efforts go down the drain. Angry voices echoed on social media, while those consumers whose orders "shipped successfully" were grateful for their good fortune and even began summarizing the platform's shipping patterns.

Young people who wanted to strike it rich have been tricked by the platform. In the face of consumer complaints and criticisms about favoritism, the platform remains silent.

Is Double Eleven a Grand "Digital Game"?

"Can't the platform play fair? Or are they just going to issue more consumption coupons later, making us go through it all again?"

02 The beauty coupons that can't be grabbed, the "all girls" who can't play the game

Is Double Eleven a Grand "Digital Game"?

Zhang Ling, a 90s mom, sees Double Eleven as her shopping festival. Every year, she buys a large quantity of consumables for the next year during this period, including skincare products, makeup, body lotion, face masks, toilet paper, cat food, children's clothing, snacks, etc.

She is familiar with the Double Eleven rules and has developed her own shopping strategy: collect her favorite items, wait for discounts and more cost-effective alternatives in the live stream, share handwritten lists, take advantage of the ingenuity of operators, and add a sense of ritual to Double Eleven.

Is Double Eleven a Grand "Digital Game"?

However, during this longest Double Eleven ever, Zhang Ling experienced unprecedented frustration. What defeated her wasn't the usual arithmetic problems, but the "Beauty Super Coupon" hidden behind the algorithm mechanism.

This year, the platform allows users to receive a beauty coupon every day during the event. On the surface, this means greater discounts, but in reality, it's a trap.

Is Double Eleven a Grand "Digital Game"?

In order not to miss out on every coupon grab time, Zhang Ling is more dedicated than her work clocking in. She set four alarm clocks just to grab the coupon first.

Friends in the shopping group complain that grabbing beauty coupons is more painful than going to work. At work, you get rewarded for your time, but beauty coupons are not guaranteed.

Zhang Ling got a 1000 yuan off 120 yuan beauty coupon on the first day, but for the next four days, she couldn't get a large coupon for 2000 yuan off 280 yuan.

It wasn't until she paid the balance that Zhang Ling discovered her only beauty coupon had expired. It turned out that the beauty coupon, which could be received every day, was only valid for the same day. Users could only keep an eye on the venue and live stream every day to grab it.

"Just by using a 280 yuan shopping coupon, they can lock consumers into Double Eleven for half a month. There are so many customers, some will find it too much trouble and just pay the balance directly."

Zhang Ling sighed at the platform's clever calculation but felt a little bit stuck in her throat. She loves the addition and subtraction of math problems, but she doesn't want to become just a number in traffic and GMV.

In a fit of anger, she canceled all her orders and stopped paying attention to Li Jiaqi's shopping list. This Double Eleven, she wants to keep it simple.

Consumers who couldn't get coupons chose to give up the revelry. The consumers who did get coupons were forced to challenge their brains again when paying the balance.

The complex coupons and consumption rules are like a tongue twister, difficult to understand and remember. In order to save a few dozen yuan, consumers have to do another complex application problem.

Even more infuriating is that even after completing the complex calculations and paying the balance, they find that the prices on other shopping apps or duty-free malls are even lower, all for nothing.

03 First blow to loyal customers, VIPs are cut first

Wang Yue, a 95-year-old, first realized that her membership was a bit of a waste in September this year. The green dress she liked was over 600 yuan after the discount. Due to company layoffs, Wang Yue hadn't received her salary yet and hesitated before paying.

However, that night, while scrolling through the platform using her boyfriend's phone, she found that the price was 50 yuan cheaper. The same style, the same design, even the same store, the only difference was that the cheaper one wasn't the member price.

The wind of big data price discrimination finally blew to her.

Wang Yue discovered on social media that almost all members had experienced similar treatment. The same T-shirt had different prices after discounts for different users, with the price being accurate down to the decimal point, exposing the platform's calculations.

Tired of being tricked, consumers began to request refunds.

Wang Yue originally planned to add her favorite items to her cart, get full reduction coupons like she did every year, and pay the balance to celebrate the holidays. However, when she went to get the coupons, she found that she was once again being controlled by an invisible hand.

In order to grab beauty coupons, she set alarms, timed her actions down to the second, but always came away empty-handed. To improve efficiency, she teamed up with her boyfriend to enter the game. The countdown began at 7:59 pm, she was prepared


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