Since late October, Mao Biying has spent four to five hours a day feeding and makeup a virtual cat on her smartphone. The college student from Hebei Province is not just playing the game of taking care of electronic pets. What she really wants is the commodity coupons during the “double 11” activities of tmall. < / P > < p > in recent years, with e-commerce and many other online entertainment platforms competing for consumers’ attention, games have increasingly become a part of online shopping experience. Consumers can compete for the most favorable price during the “double 11” period through in app games. On the day of “double 11” last year, consumers of tmall spent 268.4 billion yuan. < / P > < p > “in general, e-commerce is more than just filling a shopping cart and clicking” pay. “. It’s becoming more attractive and social, “says Allison malmsten, China market analyst at boshengxuan. “Many mobile phone users use shopping as a form of entertainment, and brands are becoming more and more competitive in terms of keeping users focused.” It’s no longer effective to simply sell products. ” < / P > < p > although some e-commerce platforms have achieved success through games, they also face the risk of alienating consumers. Many consumers feel tired that the messages that constantly invite them to play games are spam. < / P > < p > but the rewards are too tempting for consumers and platforms. Both Jingdong and tmall said they will distribute 2 billion yuan through online games this year. < p > < p > tmall said that it would issue the money in the form of red packets or shopping coupons through a player upgrading the virtual cat game. Jingdong coupons will also be distributed through a small game where players can open virtual stores in different cities. < / P > < p > in the tmall game, users earn virtual currency and feed virtual cats. Players can upgrade the virtual cat’s look, or team up with other players to win group coupons. Once the virtual cat is upgraded to a certain level, players can get more coupons. < / P > < p > it is reported that there are even more virtual cat game players in tmall. During last year’s “double 11” period, tmall attracted more than 400 million users, accounting for almost half of China’s total Internet users. < p > < p > it is reported that a man surnamed song in his 40s in Hangzhou is so fond of his virtual cat on tmall that he rents an advertisement screen to display his electronic pet at a local shopping center. In a video interview, Song said he was a fan of the second dimension and now prefers his virtual cat, which he named “Taotao”. “Fans of many stars pay to put them on the advertising screen to support them,” he said “I did it in order to make my cat like a star and let more people know about it.” Ashley dudarenok, founder of alarice and chozan, a marketing agency, said it was unclear whether investments in these platforms would yield a positive return, despite the number of loyal users. Because of the high cost of developing and promoting these games, the competition from other platforms is becoming more and more fierce. “There used to be some pure entertainment channels,” dudarynock said. But now, social media, games, whatever channel they want to sell you. ” “In terms of the time spent on platforms, e-commerce platforms are losing users.” < / P > < p > gaming shopping experience may increase the stickiness of shopping applications. But there’s another benefit, says mamsten: social e-commerce. These apps encourage consumers to share games with friends in exchange for rewards, allowing consumers to access more stores and transactions that they might not have seen, mamsten said. < / P > < p > in the game of tmall, inviting friends to cooperate is an important way for users to obtain more virtual gold coins. Users can also earn virtual gold coins by watching the live broadcast of merchants, searching for specific product categories, and browsing a brand’s store or product recommendation page for at least 15 seconds. < / P > < p > inviting friends to form a team to play games is the reason why some users come back. That’s why a technology worker, who asked not to be named, said that although he didn’t think the game itself was so interesting, he still liked the game. The most attractive aspect of tmall game is to win “popularity” for virtual cat. Popularity is an indicator used in the game, which can be improved by inviting other players to visit the page. When two teams compete for coupons, the more popular the team wins. < / P > < p > but not everyone likes this kind of game on the shopping platform. For those who don’t want to play games, sharing can be annoying. Some people complain that the feature is sending spam to their social media platforms. This allows some players to find strangers to play games with and avoid disturbing family and friends. < / P > < p > many users create interest groups on Douban to help each other for the shopping festival games. Players can share their virtual cat level and link to their own page so that others can access it to help upgrade. Many users have also posted similar invitations on Weibo and Zhihu. However, games are just one of the many ways that shopping on the “double 11” has become more and more complicated, which has also frustrated consumers in recent years. Some people complain that the coupons they end up winning are not directly proportional to the amount of time and energy they spend in the game. < / P > < p > but in second and third tier cities, consumers may think saving 20 yuan is worth it, dudarinock said. Therefore, although some users find these games annoying, there are still many people willing to kill time on tmall. < / P > < p > “I’ll play as long as it takes to complete the task every day,” said a college student in Hangzhou who asked not to be named. “It’s not worth it, but I don’t have much money and I’m still happy.” (Chenchen) < A= target=_ blank>Spontaneous combustion at a Guangzhou Motor vehicle intersection and other traffic lights in Shenzhen