Not Everyone Loves Double 11
The 11.11 Shopping Holiday is certainly impressive, yet not everyone gets as excited about it as you may think. While some people don’t participate from the get-go, others participate and then feel let down once their purchases arrive. Here are some of the reasons why:
Money Can’t Always Buy Happiness
You may notice that during Double 11, many brands include the word happiness (幸福感) in their product descriptions, promising that their products will improve life quality and bring the user happiness.
Media outlet Tencent Entrepreneur (腾讯创业) searched “11.11” and “幸福感” on Xiaohongshu and found that the top 7 products were mainly small home appliances:
- Washing machine
- Floor mopping robot
- Projector
- Intelligent toilet
- High-speed blender
- Vacuum
- HJF (a brand of towel heater)
Although they promise to bring happiness, in fact, many people regret buying them. For example, the towel hanger, people are saying that even before the towel is heated, they gets burnt by the hanger.
For the floor mopping robot, people are saying that those robots can’t clean well at corners and that they even need to pay more attention when the robot is working, and they also need to worry about the robot leaving home.
Using the Keyword “Wanghong” Actually Turns People Off
Tencent Entrepreneur also found that using the adjective “wanghong” or internet famous, to describe your products actually turns people off. Only 13% of people feel that they want to buy it more after seeing the word, and the majority of the people (73.1%) said that it makes them not want to buy it.
Other Reasons Why People Don’t Like Double 11
- Double 11 usually begins at 0:00, which is not friendly to people who want to go to bed earlier.
- Consumers need to pay a deposit first and pay the rest a few days later. The period is too long and people start regretting their purchases. With 11.11 broken into two sales periods this year, this actually became an internet buzzword called “尾款人” or people who put down deposits on a lot of items in the presale and then regretted it a week later when they had to pay the rest of the cost.
- Instead of reducing the price, some brands will give samples as a bonus to consumers, but after receiving them, many consumers discover that the samples are not as good quality as the real products.
Are Reviews Important? Yes and No
Tencent Entrepreneur also found that during this year’s Double 11, 23% of people feel that they need to see other people’s recommendations first before ordering. If no one recommends the product, s/he won’t place the order.
32% of people say that if they are not sure about a product, they go to see other people’s reviews. 45% of people don’t care what other users say about the product that they want to make their choice independently.
Read more: 熬夜买买买的尾款人，是到手真香还是顺手交了智商税？
