How difficult is it for young people to become ＂wage earners＂ and ＂end payers＂？

Editor’s Note: This article is from WeChat WeChat official account "Shenrancaijing" (ID:shenrancaijing), written by Jin Jin Tang Yahua, Zhou Jifeng, Wei Jie Su Qi, and edited by Jia Wei. 36Kr is authorized to publish.

Those who work during the day and those who pay the last payment at night, November 1 is the "death period" of those who work the last payment.

With the "OMG, buy it" and "Don’t sleep, wake up" in Li Jiaqi, how many migrant workers who try hard to support their families during the day accidentally turn into the last payment people who stay up late to spend money at night, that is, the double 11 pickpockets who pay a lot of deposits and owe a lot of money.

In the early morning of November 1, hundreds of millions of "tail money people" poured into Taobao to place orders. The opening time was 1 hour and 51 minutes, and the turnover of 100 brands exceeded 100 million yuan.

Yes, the iron will is not only used to get up early for work, but also to buy a deposit in advance at night to contribute to double 11.

This year’s double 11 came earlier than in previous years. The pre-sale started on October 21st, and consumers can pay the final payment of the pre-sale goods in two waves, the first wave is November 1st-3rd, and the second wave is November 11th. The rules are the same. Pay the deposit first and then the final payment. Many products in double 11 need to pay the deposit to enjoy the discount, and if the final payment is not made later, the deposit will not be returned.

In the first wave, many migrant workers have felt that paying the down payment means owing the final payment debt, so this happy and sad new stalk-the final payment person was born. If the core of migrant workers is to have fun in pain, then the last payment is to buy with tears.

In this issue of the pub, we interviewed five "tail-payers". To sum up in a word, the deposit is cool for a while, and the last payment is in the crematorium. When paying dozens of deposits, I feel that I can afford everything, and I am crazy about placing an order. When it is my turn to pay the last payment, I tell myself, Come on, migrant workers, try to move bricks to earn back the last payment.

However, under the complicated pre-sale rules of double 11, an e-commerce platform, migrant workers have also developed their own philosophy of survival. For example, paying a deposit is only for screening goods, and most goods will still be returned; Make excel tables and calculate carefully, and control the total amount of chopped hands; 7-10 hours a week in the live broadcast room to grab the lowest price …

Listen to their stories, from which we may get a glimpse of the consumer psychology reflected behind double 11.

John young | 34-year-old Internet company business

In double 11 this year, I bought a total of 90 items, with a down payment of 5,479 yuan and a final payment of 47,817.5 yuan. With the full discount and discount for live broadcast, I actually have to pay the final payment of more than 30,000 yuan.

Since last year, I have been hoarding enough skin care products for one year in double 11, and the cost is about 20,000 yuan. The difference is that I didn’t have any repayment pressure last year, and my economic situation was relatively good. I bought mainly big brands, and basically closed my eyes. This year, we are more careful in calculating and buying more cost-effective categories.

I watched the live broadcast announcements of Viya and Li Jiaqi in advance, and chose the products that meet my current consumption ability from their lists. I only pay attention to them because I feel that they should get a lower discount. When the pre-sale started on October 21, I switched back and forth between the two live broadcast rooms. I paid by credit card, and I couldn’t pay it later. Later, I learned that because I paid too many pens, the bank suspended my credit card and reopened it two days later.

When I bought it, I first bought some of the more expensive explosions in the list. Later, these two live broadcasts were accompanied by some cheap goods, and I also bought them. My philosophy is that paying the deposit doesn’t mean that I will definitely buy it. I have to occupy the pit first, so I have the initiative to choose, and I don’t have to worry about not grabbing what I want to buy.

After I bought it, I counted it, and compared with my budget this year, I chose which ones I wanted to return immediately after I paid the balance, and which ones I wanted to keep. Because I bought too much, I made an excel list of things I wanted to leave behind, and there are nearly 40 pieces at present. But I’m not sure whether they will live to the end yet.

I’m going to return the remaining 50 items as soon as I pay the final payment. Be sure to pay the final payment and return it immediately, otherwise the logistics delivery will be very fast and it may arrive the next day. I spent about 14,000 yuan in double 11 this year.

Among the things I bought, the most expensive ones are hotel vouchers of nearly 3,000 yuan, skiing for three days and two nights, and more than 1,000 medical examination cards and smart door locks. There are many masks, about 460, because I use them every day, and I use them with my mother.

The purpose of doing this is to screen out the supplies that I can afford for a whole year. Anyway, this is my annual fixed consumption. In fact, I didn’t dare to ask for skin care products that surpassed 300 yuan’s this year because of the decline in income. My daily expenses are paid by the same credit card, which is convenient for me to count my monthly expenses, but I will keep the expenses within my tolerance.

My feeling in double 11 this time is that we should work hard to make money, and I hope we won’t have to bother like this year next year.

Su Li | 25-year-old teaching and training practitioner

Every year when I arrive in double 11, my family will think that I am crazy, as if the money was blown by the strong wind. But in fact, I have done my homework seriously and won’t spend money indiscriminately.

Before double 11 this year, I basically spent 1-2 hours doing my homework every day, and generally planted grass through beauty bloggers on platforms such as Weibo, bilibili and Xiaohongshu. Moreover, I usually list the things I have to buy early, squat down the rest of the products, look at the word of mouth, and buy them if necessary and really save money.

Most of the things I buy are beauty cosmetics, clothing and daily necessities, which are basically for myself and my parents. The most expensive thing is the Estee Lauder small brown bottle micro-essence set.

In fact, since last year, I have been squatting in the live broadcast room every day, about 7 to 10 hours a week, so I know more about the discount routines in the live broadcast room.

But the attraction of double 11 to me has declined this year. On the one hand, I bought a lot of things in the duty-free shop in the middle of the year, and I didn’t have a strong desire to shop. On the other hand, I feel that the proportion of the deposit has increased this year. In the past, the deposit was paid in 20 yuan -30 yuan, and this year the deposit was frequently paid in 50 yuan -100 yuan. But it’s true that things are hard to grab. The most difficult thing to grab this year is that in the live broadcast room in Li Jiaqi, there was a zero-point pre-sale of Dabai Bowl Body Lotion, and the result was really not a second.

For me, the last payment pressure is good, because I basically buy things within my own budget, and I have saved a sum of shopping funds for double 11 in recent years. At present, the down payment is about ten orders, which may increase, and the final payment is about 5000 -10000 yuan. There are some things that don’t need to be pre-sold, so you can buy them directly then.

I have given up paying the final payment, but not many times, mainly because of impulsive shopping, and later I found that it was not suitable for me, or the product had various problems that could not meet my psychological expectations. The general solution was to pay the final payment before returning it.

But I am very dissatisfied with paying the final payment in the early morning, mainly because I have to stay up late, so I am too sleepy. At night, I am prone to impulsive consumption and buy some unnecessary or repetitive goods. It may be because of this that the merchants set the time for paying the final payment in the early morning.

Last year, I was embarrassed and anxious when I paid the final payment. I accidentally fell asleep before I paid the final payment. When I woke up, there were only a few minutes left from zero. I thought I would pay the final payment soon, but I didn’t pay it until one o’clock. I hope I can get rid of the mentality of the last payer this year, and I can be more rational in shopping.

Susu | 33-year-old mutual gold platform practitioner

After the 11th, WeChat official account, the anchor I paid attention to, began to brainwash me: double 11 is coming.

Because I am on maternity leave now, two mothers and Yueyue take care of the children, so I have plenty of time, so my daily routine is to visit Taobao.

Now, a month later, I feel that I have a small alarm clock in my heart. After breakfast, remind me to go for a stroll, and then go for a lunch break every day. At eight o’clock in the evening, my baby went to bed, and it was time for my live broadcast.

The most direct feeling is that switching between various live broadcast rooms is really too tired. Sometimes I really don’t want to go shopping, but I can reluctantly open Taobao and enter the live broadcast room. At first glance, it will be two or three hours. The professionalism of these anchors makes you unable to stop. Some goods that are just an idea, as long as the anchor says "the last 20 thousand copies, the last 10 thousand copies", will basically start. In addition to daily shopping in buy buy, I will also compare in my mind which anchor pushes more reliable things.

When you want to have a good stroll, you should carefully screen the shopping cart. On the one hand, you should do elimination to see what is completely unnecessary. On the other hand, you should pay close attention to whether these things will increase in price.

Why are you so crazy? Because I am too idle, and I have too many things to buy. My baby’s consumption in the past six months, my various skin care products, mother’s products, large-size clothes for rework, things for both parents, etc. These are all very small things that need to be done.

I will participate heavily in double 11 every year. When I am not busy, I will prepare in advance. When I am busy, I will take time off for lunch break and buy more, because buying in buy buy is one of the few life adjustments outside my work.

In fact, in previous years, I was very happy no matter how much I bought or how little I bought, but this year’s happy feeling disappeared, and most of them were upset caused by anxiety. In the early stage, I was worried that I didn’t do my homework properly, and I felt lost if I didn’t buy it right. Later, I felt that I spent too much time and energy on it, but my psychological expectations were not met, so I was depressed. In fact, the biggest pressure on me is not to buy in buy buy, but to stroll around, hoping that the world will cancel the fatigue of double 11.

I told my family what I thought, and they said, then you can uninstall Taobao. My first reaction was, of course not, so my time this month was not wasted. Should I buy it or not? I will shop less after I buy it.

At present, there are more than 120 items to be paid in my Taobao order, including the full reduction and so on, and I need to pay the final payment of about 70 thousand. However, I may choose to refund a quarter of orders after paying the final payment, especially skin care products. Because the deposit in the live broadcast room is not waiting for people, some of them do their homework online after paying, and they find that they are not suitable for their skin. Besides, I usually stock up on goods. Recently, I found that a batch of skin care products at home are approaching.

What worries me now is that I can’t "rest" after the first wave on November 1. On November 11th, the second wave, I didn’t want to participate any more, and I didn’t know if my body was honest.

Little demon | 25-year-old Internet company employee

Because of the nature of my work, I often stay up until one or two in the morning to write PPT, feeling that the collagen on my face is losing at a speed visible to the naked eye, so I will buy a lot of skin care products. Coupled with the change of seasons in autumn and winter, there is reason to buy more skin care products.

According to my habit, if I am sure I need to buy a lot of things, I will spend at least one afternoon studying them, but I seldom study discount routines, because I know that no matter how hard I calculate them, I can’t beat the merchants.

This year in double 11, it was the first time I bought something in the live broadcast room. I used to think that this method was a waste of time. I had to listen to the anchor’s chatter before I could buy it. I would rather go to a purchasing agency I know around me or buy it online at the counter. This year, I read the list of live broadcast announcements of Li Jiaqi and Viya in advance, and felt that the discount was very strong. I discussed with my colleagues what I planned to buy, and I squatted in the live broadcast room on time on October 20th.

During the live broadcast, I kept telling myself to spend rationally. Although I was also very moved when the anchor introduced some products that I didn’t plan, I thought I really didn’t need them, so I restrained myself and only paid the deposit for the helena rubinstein Eye Cream and Estee Lauder Cream that I had selected before.

Both of them are difficult to grab. When Viya introduced the product, I was so nervous that I was worried that I couldn’t grab it. So as soon as I got online, I clicked the link immediately, and it didn’t take two seconds, but fortunately, I grabbed it and was very happy.

In addition to skin care products, this year I have added Chinese medicine foot bath powder to my shopping cart. Because I usually have no time to exercise because of my busy work, and my physical strength is very poor, I can only stay up late and soak my feet for health, at least to promote blood circulation.

Although I restrained myself from buying indiscriminately, most people around me regretted buying it. One way is that if she grabs something that others don’t, she will pay the balance and let the person who takes over transfer the money to her. More likely, it is to return the goods immediately after paying the final payment.

I feel that women are naturally afraid of missing the bargain. The live broadcast room creates a sense of tension that everyone is grabbing. If you don’t buy someone else, you will buy it. At this time, you feel very much like the aunt you saw in the supermarket. Whether it is useful or not, you will rush to see the discounted things and grab them first. For example, one bottle of cream is actually enough, but when my friend saw the discount, he bought three bottles at once. After buying it, he asked me if I bought too many. I joked that it might take you several days to finish wiping your face.

Merchants are also very good at designing. The node where the deposit is paid is just in the early hours of the morning, and women are more prone to emotional and impulsive consumption.

In the final analysis, the "working girl" still has the mentality of being greedy for petty gain. If she is really rich, she doesn’t care about which anchor is more favorable and whether to send samples or not. One of my colleagues is like this. She usually buys them in official website at the original price, but a working person like us can only calculate who is the most cost-effective, gives the most and has the highest cost performance.

Do you feel that your income can’t satisfy your desire for consumption when you buy something? I thought it was nonsense. I think it’s better to buy 10 very cheap things than one that is not out of date. I will feel that the speed of making money is not as fast as the price increase.

If I have enough income, the things that appeal to me are luxury bags, earrings, necklaces, mobile phones, headphones and watches. ……

Sissy | 29-year-old cultural media practitioner

This time, because I was moving, I bought nearly 8,000 yuan without paying attention. I feel that if I didn’t buy it in double 11 this time, I would miss a lot of money.

I got all the electrical appliances when I moved this time. The biggest thing I bought was an oven, which was planted by a Vlog blogger. I always wanted to buy it. After this move, I lived alone as a gift for myself. I also bought an air fryer, so that my friends can cook French fries when they come home.

Of course, I also bought a lot of small things to enhance the interest of life. Because I like drinking more, I bought a set of wine mixing equipment, red wine glasses with a particularly nice sound when they collide, some beautiful porcelain and a lot of wine.

To my surprise, during this time in double 11, some homestays and tourist platforms began to sell coupons at a discount. This coupon can be redeemed until around May next spring, and I will still spoil this wool.

In fact, I didn’t grab these things in the live broadcast room. Maybe I am the life of the legendary 2G network. I hardly watch the live broadcast room. The only time I saw it was when I wanted to grab a white down jacket from Beichen, Canada Goose. I squatted there from the beginning of the live broadcast. I didn’t expect her live broadcast sequence to be out of order. When I was tired of watching it, the down jacket was gone when I planned to place an order, so I couldn’t grab it quickly, and the experience was very bad.

Many of my selections come from some grass planting platforms instead, and I will buy them according to what bloggers wear. This year, I bought a pearl necklace with a black turtle neck in double 11, and bought it on a special sale platform, which was both economical and beautiful.

Anyone who knows me well knows that I am a bag maniac. In my eyes, bag is a stage of transition in girls’ lives. I basically collected all the basic models of big brands, but later I found that many of them were completely idle and would not be carried out. Because I had to carry a computer all day, I sold them all. Now I only have three, and then I wear different clothes. Basically, these three are enough.

As we all know, big-name bags in double 11 are hardly discounted. On the contrary, Black Five offers more discounts. Moreover, these brands are basically not broadcast in the live broadcast room. Even if there are third-party sellers, the quality is difficult to guarantee, which is one reason why I don’t watch live broadcasts to sell goods.

I will also spend on impulse, which is basically a large amount of money. In fact, it is not easy for fall in price to buy large amounts of things. Everything I buy on impulse is particularly expensive, but it is easy to change it into money later, or it is easy to make it continue to generate more value on me.

I think what annoys me about double 11 is that Jiang Fan (president of Taobao Tmall) said impassioned at the press conference that this year’s double 11 will be divided into two sections. This is obviously because merchants and platforms want to make more money, but it seems to be a carnival with consumers. In fact, the longer double 11 dragged on, the less interested everyone was.

I used to be a moonlight clan, and I have no savings at all. I’ve always felt that it’s better to make more money than to spend so much time on raiders. People are driven by a sense of security. As I get older, I start to spend 1/10 of my salary on fixed investment, and I believe I will earn more money in the future.

* The title map comes from the network. At the request of the interviewee, john young, Su Li, mr.zhou, Xiao Yao and Qian Qian are pseudonyms.