In the consumer market in 2023, many people are estimated to be incomprehensible. The young people who used to shout "no matter how hard they are, they can't suffer themselves" have suddenly changed in an all-round way, focusing on how much money they once spent and how much they can save now.
For example, the jacket that is popular this winter, this "god clothes" that "can be worn for three seasons" and "can be used for any occasion", rely on the money-saving advantage of "not that the down jacket is unaffordable, but the jacket is more cost-effective" to save money. Young people's consumption seems to have become the first priority.
At the end of 2023, including the choice of young people on Chinese New Year's Eve, has also changed, and everyone has flocked to Ole, who could not remember before. On social platforms, Ole successfully went out of the circle on New Year's Eve, and many people were counting down in the Ole event while buying and buying frantically.
Ganzhou Shanshan Outlet cross-Chinese New Year's Eve atmosphere is full, the scene is full of people, and finally have fun, and I have bought enough" "Xiasha Outlet shopping is really cost-effective, bring your family to the last New Year's Eve shopping, really happy......”
In the past, young people were not interested in discount retail, but now Ole is on full fire. This year, many people have successfully become addicted to the discount store for the first time, and discount retailers like Ole have long been bought into sweet spots.
According to the data, as of the third quarter of 2023, the average year-on-year growth rate of sales of outlets is 263%；The average year-on-year growth rate of passenger traffic is close to 35%. In the first half of last year, in just 6 months, Ole completed 62% of its 2022 annual results.
Including Vipshop, which is known as the online outlet, has also gradually become popular, and many people used to mention that this special sale platform was a niche at first glance, but it has quietly become popular since last year. During this New Year's Day holiday, many people also lamented that more and more people were using Vipshop around them.
A netizen posted "evidence" that among the large number of express deliveries, Vipshop's unique pink package was much more unexpected, "almost accounting for three to four percent, and I didn't expect that there were so many people using it." ”
In general, in the past year, young people have begun to save everywhere, and the trend of consumption has changed suddenly. However, it is not so much about saving as it is about pragmatism and rationality. Jackets and military coats are no worse than down jackets in terms of thermal performance, but they have won the first advantage, and young people are actually beginning to care more about the true value of goods.
In the eyes of more and more people, the same product is of course more cost-effective and more "fragrant". These more down-to-earth choices that are close to the true meaning of life are evidence of the changing consumer era.