In the consumer market, there is an obvious phenomenon nowadays, more and more customers are beginning to ask salespeople: "What kind of material are you?""How big is this capacity?".”
Compared with paying for the premium of the brand, consumers are now more willing to return to the functional value of the product, and pay more attention to the practicality and cost performance of the product than before"Is it worth the price?""Is there a more cost-effective alternative?”
Especially for young people represented by the post-00s and post-95s, they pay more attention to cost performance than spending money on premiums, and hope to complete consumption without downgrading with less expenditure. Face is not important, what matters is how the quality is, whether it is really cost-effective.
Netizen Zhang Ye said: "I absolutely can't accept things with high premiums, just like if you are obviously a tissue, and you have to sell it to me with the ** of clothes, then I definitely can't accept it." ”
For these pragmatic young people, whoever has a lower ** and a higher quality is the best choice. It would be better if you could buy the original high-quality things with less expenditure.
With this in mind, discount retail has the best opportunity. Since the beginning of this year, groups of young people have poured into outlets, as well as Vipshop, which also offers discounts online, and its performance has become more and more stable.
The store was crowded and there were queues at checkout. 80 yuan of Adi, Nike to pick at will, some of them will be gone after a turn", this is the real feeling of an outlet regular, in Shanghai, Chengdu, Zhengzhou and other major cities, the outlet mall is crowded.
Some netizens said: "If you go to the outlet on the weekend, you must go early in advance, otherwise it will become a game of finding a parking space in the parking lot after nine o'clock." ”
According to data from the China Department Store Commerce Association, in the first half of this year, the sales of outlets in the country exceeded 130 billion yuan, while in the whole of last year, the figure was 210 billion yuan.
On Xiaohongshu, a gathering place for young people, there are more than one million pieces of "outlets"-related content, and a large number of young people share the scenes of outlets checking in and becoming popular online.
On the other hand, Vipshop's traffic has also ushered in a peak. In the third quarter of this year, Vipshop achieved net revenue of 22.8 billion yuan, a year-on-year increase of 53%, and the number of active users increased by 35%, to 42.5 million people.
Recently, the strongest cold wave this winter has gone south, and the "warm economy" and "ice and snow economy" have risen, Vipshop data shows that in the past month, the sales of sports down jackets have doubled year-on-year, the sales of women's and men's down jackets have increased by nearly 30% year-on-year, the sales of women's woolen sweaters have increased by 98% year-on-year, and the sales of jackets have increased by more than 40% year-on-year.
From outlets' brand stores to Vipshop's special sales events, young people have made discount retail popular with their wallets. Compared with those complicated ** activities, simple and crude discounts are undoubtedly more appealing to young people.