"Second kill" shopping attracts eyeballs

Summary: "Second kill" shopping craze in recent years on the Internet. Open many shopping site pages, there will be a large number of "seconds to kill" ads constantly flashing, in seconds for the countdown unit to jump fast. Tens of thousands of internet users in front of the computer

The "second kill" shopping craze has sprung up on the internet in recent years. Open many shopping site pages, there will be a large number of "seconds to kill" ads constantly flashing, in seconds for the countdown unit to jump fast. Tens of thousands of internet users have been brushing their screens in front of their computers to get ultra-low prices. Around the internet "second kill" of the dispute, the parties are constantly disputed. To uncover the "second kill" shopping insider, "Xinhua Point of view" reporter conducted a follow-up investigation.

"Second kill" shopping attracts eyeballs

"Second Kill" first appeared in the network game, refers to the resolution of opponents in a short time. Network auction, refers to the Internet sellers to release some ultra-low prices of goods, all buyers at the same time online snapping, generally in only two seconds.

November 11, 2010, Taobao launched the "Singles Day" 50 percent "second kill" promotion: a total of 21 million buyers, a daily turnover reached 936 million yuan. In Taobao open "Aini women" shop peng (alias), the day shop turnover achieved doubled.

Subsequently, Peng in their own "Aini women" shop on a "second kill" activities. He hung a week ahead of the "second kill" notice, within 1 days, every 159 yuan of women's trousers, "Seconds to kill" price of 98 yuan. The same day the women's trousers sold nearly 300, this is the Peng Daily sales volume of several times. Since then, "Aini women" shop often flashing "seconds kill" two words.

Chongqing Fuling District Tobacco Company's Ying (alias) is a senior "second guest", she every month to participate in about 20 times of "second kill" activities. January 3 8 o'clock in the morning, she took part in the Taobao Connaught Electronics franchise Shop organized by the water and electricity pot "second kill" activities. This activity time is 24 hours, the electricity Stew Cup's price from 128 yuan drops to 76.9 yuan. At the end of the event, the sales of electric stew Cup amounted to 1000 dozen.

Peng revealed that, now the website promotion usually according to the number of clicks to charge. Under normal circumstances, a click of the price of more than 0.2 yuan, high up to more than 10 yuan. Although every time the "second Kill" campaign to pay 2000 yuan to the website, but "second kill" activities for the shop can save a large amount of promotional fees. And in a short period of time to gather such a high amount of browsing, money is difficult to buy.

Peng Frankly, "second kill" shopping just appeared, many businesses do let customers, but now more and more "out of shape." Many businesses are now raising prices first, then "second kill" activities, or claiming "second kill" activities, but arranged for the staff secretly manipulated, so that "second kill" can not be carried out.

"Professional second Guest" shows up a lot

Ying often participate in "second kill" shopping. Her "second Kill" is: with the speed of 4M computer, can be guaranteed in 1 seconds to brush screen, 5 minutes in advance to sit in front of the computer, to ensure the first time to put "seconds to kill."

But she recently found that ordinary consumers are often "calculated". December 20, 2010, she participated in a cervical pillow protection "1 yuan seconds kill" activity, clearly see inventory has 200 items, can 1 seconds of activity is over. Originally, a lot of netizens have no work to return, only be cheated to walk network traffic, is because behind "another Black Hand".

Insider Zhao Ying (alias) revealed that "second kill" and "professional second guest" appearance, so that ordinary users participate in "second kill" looks very ridiculous. "Second Kill" principle is in the "second kill" activity before the start of the data submitted, and automatically interpret the submission of data is valid, if the invalid can be submitted in an instant, the speed of the millisecond calculation, generally more than the user manual operation faster than a hundredfold.

"Second Kill" the emergence of the "second kill" shopping is no longer fair, and thus spawned a large number of online "professional second guest" to provide a charge of "generation Seconds" (Help others "seconds kill") service.

Recently, the reporter in Taobao station "generation seconds" for the keyword search, a total of thousands of provide "generation of seconds" service entries. In the "syy29947049" in the "professional second guest" shop, the reporter saw the charging standard for each piece of 10 yuan to 30 yuan.

Reporter View "anna33211" "Professional second Guest" transaction record, found January 11 to 13th three days, it is the customer success "generation Seconds" to 104 items.

The investigation also found that some shop behind the scenes, so that users can not "seconds kill", suspected of defrauding the network "traffic."

December 10, 2010, netizens "Mr. Lin" complained about a large electrical mall in China "second kill" activity, said the Web page shows "second Kill" the successful users of the electrical mall employees, but the vast number of netizens reflect failed to enter the "second Kill" page, and then show the end of the activity. "Mr. Lin" suspected that the electrical mall published false advertising, inducing users to visit the website and registration, cheat traffic.

In fact, what "Mr. Rush" reveals is just a gimmick to operate behind the scenes. Network merchants in order to improve the volume of browsing, published in advance "seconds kill" notice eye-catching, "second kill" set up a network failure at the beginning of the "baby has been transferred" "in the System update," "Try again later" and so on. When the system is functioning normally, the "Seconds Kill" activity also ends.

"Second Kill" Operation supervision "blank"

Because "second kill" shopping problems, Ying and other netizens said that the current "seconds kill" enthusiasm is rapidly reducing. Peng and other online shop operators also said that once the "second kill" lost the fairness, completely reduced to making money tools and the means of obtaining traffic, the problem came.

Reporters on the "second kill" monitoring issues to interview Taobao. A responsible for "seconds kill" activity of Hu surname staff introduction, "second kill" activity is divided into two kinds: one is the official organization of Taobao "second kill" activities, at this time Taobao will exclude "second kill device." The other is the shop itself organized "second kill" activities, this is entirely the business of their own market behavior, Taobao can not carry out any supervision.

Chongqing City Association Complaints department director Shang told reporters, network shopping review difficult, when the shop claimed that a commodity price than the real shop or other shop low, users are easily deceived.

Shang said, "Second kill" marketing has just arisen soon, the current regulation of its basic is blank. In the "second kill" activities, the use of "second kill" itself is a tort, it infringes on the right of the customer's Fair trade. But at present, the use of the "second kill device" to identify, evidence collection work is very difficult, which also increased the difficulty of regulation. Hope that users of the merchant's "second kill" activities to remain vigilant, lest deceived.

Experts remind, "second kill" as a new marketing model, lack of information transparency mechanism, if the long-term lack of effective third-party supervision, will have a greater negative impact on e-commerce, the relevant parties should pay attention to.