'On the first day of the working day, SMS began ringing again and again.' 'Double 11' ended shortly after the 'double 12' followed by an array of promotional messages such as business, to remind consumers of another major consumer Carnival is coming in. In accordance with the previous practice, in addition to online discount, full reduction and other 'reserved programs', major shopping malls, supermarkets, restaurants and other businesses will be 'double 12' the day launched all kinds of offline discount promotions.
However, this year, the reporter visited major supermarkets in Shanghai and found that as more and more lifestyle services and catering businesses started to join the online and offline carnival feast, consumers frequently complain about this year's 'double 12' Discount efforts 'intentions', is no longer simply by scanning Alipay two-dimensional code will be able to get discounts, limited discount vouchers also let 'double 12' 'universal' has declined, want 'double 12' day Getting cheap goods is getting harder and harder.
Promotional rules a bit complicated
During this year's 'Double 12' campaign, more activities were focused on a word-of-mouth app, where businesses added word of mouth and posted discounts on the platform, and consumers learned more about themselves through the app Nearby business concessions. 'I also know this year's Word of mouth APP' citizen Wang said she found in the supermarket consumption, they want to buy a certain brand of goods next to a vertical with a two-dimensional code of the display card, Scanning two-dimensional code above that can have a discount.Wang scan found, just download word of mouth APP can get more benefits.
Reporters found that compared to previous years 'bring mobile phones, catch a morning market, swept away' can enjoy most of the discounts, this year's 'double 12' preparatory campaign is particularly important.
During this year's Double 12, Starbucks launched a discount voucher of $ 12.12 for a full 60 yuan. Consumers can first grab a coupon at the word-of-mouth APP from the 8th of this month. APP found that the nearby Starbucks discount coupons have been all finished, which Minhang Starbucks clerk said there is a voucher on December 12 opportunity, it is recommended to try again when the time. In addition, the whole family, good virtue and other convenience Shop launched the '1 yuan to receive the designated beverage' activities, some stores also appeared in more than one category has been 'led' situation .Reporters in the word of mouth on the official publicity page to see some of the merchants to take the designated product 'double 12' day Cut prices to $ 1 discount interest, but the launch of a limited number of Shanghai-wide range, some more 'spike' products or services that require consumers to 'prepare.'
Day before the advent of big promotion, Miss Wang took the time to carefully study the use of various types of coupons, 'before the impression' double 12 'promotion rules quite simple, open Alipay payment code, either directly reduced or directly coupon redemption This did not seem so simple, and I had wanted to study the use of church elders so that they could have fun together, and now I am a bit worried that they will not be able to handle it.
Reporters in Miss Wang's word of mouth app to see that she received a steak snack brand discount, for example, need to enter the list of coupons to find the voucher, click on the 'go pay' before showing the available merchants Scanned two-dimensional code, 'and the numbers shown above and the first page of my word-of-mouth communication account default two-dimensional code is not the same, that is to use this voucher have to find the first step by step, it seems a bit complicated. However, Miss Wang also said that the first year using the new APP to participate in 'double 12', there are many rules are not yet clear, how specific concessions in the end, but also get December 12 the same day to see the outcome.
This year's 'double 12' atmosphere is not strong
'I remember in the past' double 12 ', whether it is physical stores or online promotions everywhere, WeChat circle of friends one week earlier in circulation' save money strategy. '' As a senior 'chop hand family' , Miss Yu on this year's 'double 12' the most intuitive feeling is 'not strong atmosphere'.
Reporter visited the major supermarkets in Shanghai found that slogans, billboards, posters and other means of propaganda very few to Carrefour in Minhang, for example, only at the entrance to see a 'double 12' on the substantial posters, While a drink shop outside the hundred meters away can receive a voucher of RMB 20 minus RMB 4 in word-of-mouth app, but walked around the whole shop and did not find the relevant discount tips. In addition, Like Watsons, Starbucks and other brands within the store almost no obvious and double 12 'related discount promotions.
Press survey found that the overall physical store promotions have slowly played down, replaced by different brands in the 'double 12' the day will be their own independent promotion .As last year 'double 12' introduced a random reduction and full refund coupon Activities Uniqlo, Alipay do not participate in this year's activities, 'the morning of the 11th was notified, in the' double 12 'will launch the specified discount single product, but with no other payment client has nothing to contact, but our own brand activities 'In the hypermarket, some cosmetic products have also erected their own brand of exclusive two-dimensional code,' If I want to buy this brand of shampoo, you need to scan the two-dimensional code on these products, the coupon to Get a discount. 'Miss Yu said:' If you want to buy another brand of goods, you must scan another brand of two-dimensional code Caixing. '
It is noteworthy that the end of the big wave before the last wave of online carnival 'cake' also has more and more 'sharers', the reporter interviewed at the scene noticed that many convenience stores, supermarkets promotional advertising , WeChat payment full delivery deduction coupons, WeChat Scan collar collar red envelopes and other activities also occupy an important position, and in a news client startup interface, also shows the 'double 12' the same day to use Iraqi APP wallet payment can shop in 7.7 Fold basis and then enjoy the 50% off promotional slogan.
More restaurant brands to join
Although many consumers on the promotional efforts quite meager, but still can not stop the 'double 12' on the attractiveness of the business.Window related staff said that in the 'double 12' just before the emergence of more discount promotions are super Dominated, with the Double 12 more and more deep into the hearts of consumers, more and more businesses began to join the 'double 12' team.
Reporters on the word of mouth platform to see, in addition to 'supermarket convenience store' this column, more 'food', 'live entertainment' opened a window etc. Statistics show that in Shanghai this year to participate in 'double 12' A total of 40,000 businesses, in addition to major supermarkets, convenience stores and other 'resident guests', more and more food brands also joined the 'double 12' of the army, including Starbucks, sea fishing, Pizza Hut , KFC, etc .. In addition, the harvest day, Lillian egg tarts, such as good home, Shanghai local brands are also involved in 'double 12'.
A restaurant owner told reporters that as early as the 'double 12' before the arrival of Alipay 's staff came to talk with us and asked if we want to join the word of mouth platform. Think' double 12 'and' double 11 ', everyone Will participate in, we will take the initiative to participate in. 'Reporters found that many small-scale catering business owners are holding' rolling hard 'mentality to participate in' double 12 'of the team which, when' double 11 'let more The more consumers experience the convenience of online shopping, the double 12 is no longer just a simple chop hands holiday reputation related staff said that both the promotion of the way or intensity, are to encourage more Of consumers go online to experience the convenience of various services such as sweeping tablet numbers. "Double 12" is actually a process of training users' habits.