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"Seckill" becomes a hot online word in China
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20:53, September 14, 2009

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If you are a Chinese girl or Chinese boy and you did not "seckill anything" this summer, you are really out of date.

The word "seckill" comes from the online game Legends. It is used to describe the strength of a senior warrior named Flaming Sword. He can kill an enemy within a few seconds. It has recently become a popular word used by game players, meaning defeating your enemy in seconds.

When associated with online shopping, "seckill" refers to the quick sell out of newly-advertised goods. If you look at the transaction record, you will find that each of the transactions is made in seconds. It sounds inconceivable but is the naked truth. This is called "seckill."

Dozens or hundreds of pieces of clothing are sold out within a few seconds and those who have not obtained a garment feel vexed. "Seckill" is the most popular online shopping method at present. This shopping mode is so named for its speed. Many garments, shoes and bags popular among youngsters are often "seckill" targets. Low prices, fashionable styles and limited editions are often associated with commodities which are "seckilled."

"Seckill" fans like to do something exciting

"It is exciting, and getting something I like brings me a specially great sense of achievement, " Miss Zhang who frequently "seckills" told reporters: "I once seckilled a limited edition bag and showed it off to my friends. All of them envied me." Under the instruction of Zhang, reporters logged on the website of an online shop. When an auction began, reporters unfortunately refreshed a web page. In just a few seconds, more than ten styles of shoes had sold out.

According to the online shop owner, "seckills" in this shop started in March and new arrivals sell very well. For example, a pair of bronze-colored shoes were priced at 69 yuan. They were so popular that three replacement orders are still failing to satisfy customers' needs.

However, Miss Song admits that it is the pursuit of excitement and a sense of achievement, not the shoes that tempted her to participate in the online auction. Most buyers stated during interviews that they "seckilled" some goods because they need a sense of excitement and success, and the shopping itself is not so important.

Auction Aid facilitates "seckills"

As so many online auctions take place, a software product "Auction Aid" has started to appear. It is said that "Auction Aid" can guarantee a immediate win at any online auction if the Internet functions normally. It can also automatically identify auctioneers' "deceptive movements," preventing them from putting goods on shelves in advance. In addition, it can automatically pay for goods and adjust time. Furthermore, it enables consumers to snap up many goods via a single window.

As for the price, it is 45 yuan for half an year, and 60 yuan for one year. An immediate upgrade is available. You can use the "Auction Aid" to "seckill" a single item for 1 yuan.

"Seckill" groups become rampant online

On www.taobao.com, "seckill" masters have formed a "seckill group." So far, the group has formulated its own rules and created its own song. Members not only exchange information about relevant online shops, but also invite other people who have good "seckill skills" to join.

Online shoppers should remain calm

After a round of "seckills," some famous online shops are forced to close.

An online shop owner told reporters that nearly one third of the transactions are eventually cancelled because some customers change their minds. Some customers even disappear, without paying for what they have bought and refusing to contact the auctioneers. Other so-called "seckill masters" have to transfer goods that they just snapped up from online shops.

On the other hand, the quality of some products is low. Some auctioneers use their knowledge of consumer psychology to attract buyers by fraudulently claiming that their commodities are exclusive products or limited editions. Some auctioneers register multiple accounts or invite their friends to log on their websites, in a bid to improve public awareness of their brand names.

When talking about these "seckill"-related frauds, "seckill" master Liu told reporters about her own online shopping experience. According to Liu, before "seckilling" a certain item, consumers must decide if they really need it or not, and then carefully check its size and other information. In addition, consumers must research an online shop's reputation and remain calm before an auction, stopping themselves from being tempted to buy cheap but useless goods.

By People's Daily Online



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