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There are many ways to make money
Written/Editor/Wen Jie
Source: Zinc Scale
Recently, Luo Yonghao and the “Make Friends” live broadcast team moved to Taobao, and Yu Minhong was also revealed to be appearing on Taobao live broadcast again. The content involves college students’ learning, growth and planning. This year’s Double Eleven “Let it go and fight” has already released the smoke of gunpowder.
However, the shopping has not yet officially started, and the warm-up period of nearly a month has quietly spawned more business.
If the Double Eleven in previous years was the interaction between merchants and consumers, the Double Eleven in recent years is based on the constant changes in platform gameplay, which has evolved into a multi-party interaction between merchants, consumers, anchors, and platforms. . Faced with increasingly complex rules of the game, consumers not only have to do their homework and “copy homework”, but even learn to sell them a second time.
Among these consumers, they are also full of “scalpers”, second-order dealers and wool parties. Some earn the price difference from it, and some use the popularity to make their own business popular. In short, under the gimmick of Double Eleven, there are various ways to make profits.
“Put together to save money, but become a leek”
“Li Jiaqi’s live broadcast room NARS super square liquid foundation put together a list, the liquid foundation sample, concealer and puff are all out, you can go to the second-hand trading platform, and you can record a video if necessary.”
“Double Eleven Guerlain combined order, essence water 247.5/bottle, reconstituted honey 297.5/bottle, the price is not free shipping.”
“Winona and Affordable Materia Medica’s facial masks can be ordered by half or one-third, and the price is calculated on a per-piece basis.”
…
As Double 11 is approaching, many consumers have begun to pick up calculators to do their homework and make a list of the products they need to buy on Double 11. Among the multiple shopping channels, the most popular is probably Li Jiaqi’s live broadcast room. From the long warm-up, the hot broadcast of “All Girls’ Offer 2” to the small classes and publicity in the live broadcast room, the products in the live broadcast room are almost All became a hit.
However, some consumers have found that the preferential mechanism in Li Jiaqi’s live broadcast room needs to include the gifts in the total price and average them together in order to get the best price. However, these packaged and sold products are either too numerous to be consumed by one person, or do not conform to consumers’ usage habits and are prone to waste.
Therefore, at present, the information of order-making on Xiaohongshu, Xianyu, and Weibo can be seen everywhere, and taking what they need and sharing discounts has become the theme of order-making. But the reality is often different from the ideal. In the upsurge of “universal order making”, the phenomenon of unbalanced distribution abounds. Some people complain, “I take the formal clothes, others take the samples, and the price is not distributed proportionally, so the abacus plays. Is it too loud?”
The netizen “Caramel” talked about his experience of ordering on Zinc Scale, “Li Jiaqi’s live broadcast room has four fermented lipsticks for 159 yuan, and an additional concealer. As a result, I met a concealer for 80 yuan. If she reappears Two lipsticks, I’m afraid I can earn two lipsticks without spending a penny.”
She also added that the more popular NARS liquid foundation was ordered, “The price in the live broadcast room is a full-size bottle, with 20ml of the same model, 5 puffs, and 2 1.4ml concealers, and the price is 490 yuan. Now many people are wearing full-size clothes. Stay, and then the total price of the remaining gifts is shouted to 300 yuan, which is almost bought the genuine product of the official flagship store at the price of a fake, and you can also enjoy points or rebates, this wave is what he earns.”
In addition, some people mentioned that the small sample control book is not as good as the formal dress, and the situation of hanging on the wall is more serious. Only 7ml may be used in 10ml, and even if it is the same size, the price of the small sample and the medium sample will be higher than that of the formal dress. Low. According to “Caramel”, “to help a merchant buy such a large batch of goods at one time, it is very likely that they are selling inventory. If they have to be counted once by the people who make the order, then the buyer has become a pure-player. A big injustice.”
Luo Yonghao’s first live show on TaobaoUnder such a chaotic situation, many consumers have begun to gradually become rational. Instead of paying unreasonable prices to buy samples and suffer losses, it is better to spend a little more money to buy at offline counters. After all, today’s Double Eleven is no longer a simple online shopping carnival. Whether it is offline brand counters or beauty collection stores such as Sephora, different discounts will be launched, providing consumers with more channels to choose from.
“Scalpers” and sub-packers become secondary sales of Double Eleven
If it is said that the order is about your love and my wishes, as long as both parties feel that the price is suitable, then even if some of them do not meet the market price, it is understandable. But in addition to the people who make orders, the “scalpers” and the wool party are also targeting the fat of Double Eleven.
“There are some brands that are starting to rush to Double Eleven now, but there are not many, and everyone’s shopping mood is high, so it is difficult to grab it.” Ke Yimeng, a senior student, told Zinc Scale that sometimes people from the entire dormitory will be mobilized together. It is not always possible to grab one.
And according to her observation, not all consumers like her are in the live broadcast room, but there are many “scalpers”. “After they grab it, they will increase the price and resell it as soon as possible, and sometimes they have already made the transfer link even before the grab.
Later, Zinc Scale also made observations on multiple platforms such as Xiaohongshu and Xianyu. Usually, the more popular products will be sold by many people at a premium in a very short time. It is often at this time that consumers who did not grab it will pay for it “over the top”.
As for the skills of “scalpers” snapping up, different from using plug-in software when snapping up tickets, most of the “scalpers” snapped up in the live broadcast room rely on “crowd tactics”. Zinc scale observed in a member group established by a “scalper” that the “scalper” usually publishes the goods that need to be snapped up in advance in the group, and informs others whether they need to fill in the required delivery address uniformly, after receiving the goods. “Scalpers” will pay the original price of the product and the commission, but in this process, the person who earns the commission needs to bear the double risk of capital and goods.
For “scalpers”, there are low-cost rushing groups at the front end and a huge customer base at the back end. Therefore, compared with “scalpers” who need to stock up on goods and tickets, they can earn the difference in Double Eleven. It is easier for the “scalpers” to make profits.
In addition to “scalpers”, there is another type of people who pick up wool on Double Eleven and sell it at a high price. As mentioned earlier, the biggest discounts on Double Eleven need to be accumulated and evenly distributed. However, a group of people are not worried about the excess of products after the big promotion. Instead, they will use the big promotion as an opportunity to purchase goods. Businesses that do product packaging.
As early as a few years ago, packaging was a relatively popular business. The customer groups were usually students who wanted to try big-name beauty products but were in short supply, and consumers who wanted to test whether the products were suitable for them before purchasing formal clothes. . The sub-packaging merchants will get the price lower than the counter through channels such as purchasing, looking for agents, etc., and then sell them by gram weight and milliliters to earn the difference.
As for how profitable it can be? Taking MAC’s flower name “Ginger” as a highlight, the current price of many purchasing agents has plunged to about 88 yuan, and the price of major duty-free stores can also be as low as 90 yuan, with a net content of 9g. There are mainly two sales forms for sub-packaging merchants, one is original cut, and the other is broken and pressed plate.
In terms of price, the original cut 1.2g sub-package is priced at around 19 yuan, and the 0.3g sub-package is priced at around 9 yuan. That is to say, if a merchant buys a box of formal packaging, it can be made into 7.5 original cut products or 30 points of pressed products. The total price is 142.5 yuan and 270 yuan respectively, and the gross profit is quite high.
Consumer complaints about packaged productsAlthough sub-packaging seems to be a good business for buyers to facilitate and sellers to make money, some people have begun to expose the drawbacks of sub-packaging. “Sub-packaging will change the texture and even the effect of some products. For example, the color, smoothness, and gloss of powdered products may be reduced. What’s more outrageous is that some merchants add some extra cornstarch in pursuit of higher profits. , in this way, consumers can’t actually feel the obvious difference, but the sense of use is completely different from the genuine product.” “Rice Ball” mentioned on the social platform here.
Because of this, merchants such as Mao Geping have launched measures to prohibit third-party sales of subpackages. “It is said that there are a lot of fake products circulating on the market, which are from merchants who do repackaging. After they repackage the genuine products, they pour fakes into the original box.” “Rice Balls” further added.
Whether it is scalpers or sub-package sellers, they have become an important part of the sales in Double Eleven.
What kind of Double Eleven does the rational Gen Z want?
As Double Eleven comes to the 14th edition, the gameplay and participants are very different from the initial appearance. However, due to the increasing number of participating platforms and the dazzling rules of the game, many consumers have gradually lost their enthusiasm for Double Eleven and returned to rational consumption.
As early as last year’s Double Eleven, the media launched a survey on young people. Comprehensive data shows that during last year’s Double Eleven, at least 2 of the 10 “Gen Z” people did not participate in shopping activities held by major e-commerce platforms. These respondents said that factors such as limited discounts and overly complicated policies made them less lavish when shopping, and their consumption outlook became more rational. At the same time, they believe that they have achieved reasonable consumption and learned to compare prices across the Internet.
More and more offline shopping malls are launching strong Double Eleven activities
In fact, today’s young consumers have gradually taken over the baton of the main force of consumption. It can also be seen from the products and promotion strategies launched by many merchants that they attach great importance to young consumers. However, it is not difficult to see that merchants do not have enough insight into the shopping needs of young consumers, so the phenomenon of single-ordering, scalping, and sub-packaging mentioned above has arisen.
There are even some consumers who are unwilling to continue participating in Double Eleven online, but choose to shop in offline malls directly. Even if there is a certain gap in the discounts, there is no need to hoard a lot of goods, and secondly, they can pick up the goods immediately without waiting for express delivery. .
In general, although Double Eleven is still an important shopping carnival, the absolute attractiveness of mainstream platforms and leading merchants to consumers is also declining sharply. Therefore, in the next planning, merchants and platforms also need to provide More new ideas to attract consumers.
For example, the cultural and creative products that once became a dark horse during the Double Eleven last year have also had new ideas this year. The Henan Museum has launched a series of blind boxes. Consumers can get a rubbing master and a complete set of rubbing tools. The master contains a variety of cultural relics such as Yuan An monument, dragon pattern bricks, sapphire human head and snake body decoration; Suzhou Museum is online. There are many kinds of daily life utensils such as Wenteng silk square scarves, Wenteng incense, Wenteng brooches, Wenteng coasters, Wenteng umbrellas, Wenteng seed handmade soaps, etc. The grounded peripheral products have shown the potential of explosive models during the Double Eleven this year.
Faced with the ever-changing shopping needs of consumers, businesses and platforms should probably think about how to come up with products with strong attractiveness and enough sincere discounts at a time when the whole people are pursuing rational consumption, rather than the number of products and the rules of the game. The “roll” is getting farther and farther.
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