Visiting the mall focuses on a "only shopping and not buying", eating out only with online *** to buy things Pinduoduo to cut a knife, ** members and friends to buy ...... togetherNowadays, young people have begun to pursue "exquisite savings", striving to spend small money to do big things, and devote themselves to more cost-effective life and entertainment.
Compared with last year's "Double 11", the growth rate of the e-commerce market has slowed down significantly. Many people start to browse the major shopping platforms early for **comparison, and the only purpose of placing an order is to be sure to use the most cost-effective ** to buy the goods they need. "Saving money" has become a new comparison among young people.
Refuse to apply for a card "routine".
If we don't have a holiday, we will go to get this card, and the ** above is quite cost-effective. Jing Jing has more than once asked her friends to go to the gym with her.
Walking on the road, we can always meet people who scan the code to send things or apply for card sales. From gyms, barbershops to nail salons, ......In order to attract consumers to spend more, merchants will always do their best to promote membership cards with different discounts. However, with the change of contemporary young people's consumption concept and the experience of being "fooled" many times, the matter of "applying for a card" has gradually lost its attractiveness.
Fei Fei was one of the victims of the membership card trap. In 2022, Fei Fei and her friends signed up for a dance agency near their home. "The boss looks very honest and serious, and the environment in the store is also very good, so I completely trust him. After learning more about the course and the related issues, Fei Fei and her friend each spent 3,000 yuan to buy a jazz dance course.
However, when I went the second time, I found that the door of the institution was closed. Fei Fei saw through the glass that the front desk was empty, and even everything was gone. Fei Fei hurriedly contacted the dance teacher who taught them, only to learn that the boss had run away with the money, and even the teachers' salaries had not been paid.
Fei Fei said that although she had heard a little about the incident of the institution running away with money before, she always had a fluke mentality, thinking that it would not happen to her. "Now, as long as you hear words like "pay in advance" and "apply for a card", you will be instantly alert. If it is a large amount of expenses, we will repeatedly determine various after-sales problems and keep relevant evidence. She also said that she will no longer easily choose long-term, large-amount stored value consumption.
Also caught by the "card" routine is Zhou Dan. A month ago, Zhou Dan, who was shopping, was attracted by the activity that experts could style their hair for free, and followed the barber to the store. "After the haircut, the hairdresser told me that this time the haircut was 158. However, if you add this time after applying for the card, it will be 25 yuan for each hair cut in the future, and I still feel that I have earned it at that time. Considering that haircuts are more frequent, Zhou Dan immediately applied for a membership card and recharged 500 yuan.
It wasn't until later, when Zhou Dan went again, that he found that the location and staff of the barber shop had not changed, and the only difference was the name of the shop. "I was very angry at the time, and the front desk refused to consume according to the membership ** because the membership card did not match the name of the current store. Zhou Dan, who has always liked "wool picking", was tricked by the business, and deeply realized the truth of "greedy for small and cheap and big loss".
Practical consumer experience "awakening".
Although today's young consumers are wary of "card application", it does not mean that they have given up on discounts. On the contrary, when the income is at their disposal, they begin to gravitate towards short-term and more cost-effective consumption plans to improve the quality of life.
That holiday, I quietly got the card as I wished, but the number of times I went there was only a handful. "I can't hold on, and I feel that it is most comfortable to lie down after applying for a card, and the money is wasted. Jing Jing, who has just worked for 2 years, said that after work, she faced pressure such as renting a house and water and electricity bills, which made her consumption level conservative. Jingjing's current every expenditure is mainly based on rigid needs and practicality.
In recent years, the short-term consumption experience of small amounts has become more popular than long-term high consumption. A search for keywords such as course training on Douyin found that most institutions have launched short-term experience courses. "Now every time I want to exercise, I will experience the card on Douyin, which will not be wasted too much, and there are many other new options. ”
The practical consumption of young people has been vividly reflected in the matter of "chasing dramas". In order to follow the drama freely, Jingjing used to charge ** members almost once a month. "A lot of TV series I want to watch, I don't want to watch it every time I rush it, and I don't know what to watch, so the members are idle like this, and now the members are around 25 yuan, which is very expensive. "In order to reduce waste, quietly save the TV series you want to watch, and watch them at one time after the renewal is completed, or buy them with friends.
A search for the keyword "save money" on Xiaohongshu yielded more than 6.15 million notes. For example, the method of receiving coupons and the products that can be "woolen" have received a lot of likes and discussions. At the same time, Xiaohongshu also launched the game of pretending to save money, and Alipay launched the function of small purse, through the storyline, saving money every day, attracting more and more people to join the check-in circle. Nowadays, with the awakening of consumerism, consumers who have given up the "card" discount have found more ways to save money and be practical.
Reporter's Notes
Rational consumption is gradually becoming mainstream
This winter, the whole network is hotly discussing "it's not that you can't afford to buy a down jacket, but that military coats are more cost-effective". Nowadays, young people are increasingly starting to move from "flashy" to "pragmatic" consumption concepts, but this does not mean that they only consider low-priced goods, but are more inclined to "buy expensive, but never spend more." "We no longer blindly pursue trends, but pay more attention to quality;It is no longer advocated by advertising and Internet celebrity effects, but pays more attention to its own needs.
With the discussion of "buy, buy, buy" and "province, province, province", the large-scale ** event in 2023 will come to an end. Compared with the previous heat, this year's "Double 12" shopping festival is a little "deserted", which shows that consumers' desire to consume is gradually replaced by rationality. It is worth mentioning that nowadays "flat" consumption is very popular among young people. On major social platforms, there are a lot of sharing about big-name products, from beauty and bags to snacks and even travel check-ins.
In the face of more and more rational consumers, how to better survive is a "test question" faced by every retail consumption industry, and it is also a reminder for consumers to merchants that they must pay attention to the quality of goods and service levels.
Reporter Hou Siyu.
Editor in charge: Anxin Review: Yang Yong