House sales from18.2 trillion fell to 116 trillion; Nike Adi, Mercedes-Benz BMW have to buy at a discount, and the Mixue Bingcheng outside the Fifth Ring Road is open all over China.
That's right, this is the new concept of consumption of Chinese: say goodbye to luxury and return to cost performance.
Recently, a new word has popped up called consumption left shift, which means: the abscissa is **, the ordinate is the quality, on the basis of ensuring that the quality is not reduced, the pursuit of lower**.
To put it bluntly, consumption is downgraded, and everyone buys things more cost-effective, rather than blindly pursuing brands.
Didn't the Chinese have money a few years ago, buy Nike, Adi; Mercedes-Benz, BMW; LV, Chanel is the more expensive to buy, the more arrogant, and the Japanese who wanted to buy the world in the 80s have a painting style.
According to the "2022 China Luxury Report" released by VIP Research Institute, Chinese will buy nearly one trillion yuan of luxury goods in 2022, accounting for 38% of the global luxury market, supporting half of the luxury market by themselves.
Not now, the economy is down, it is difficult to make money, and everyone begins to cut back on food and clothing to buy bargains.
Let's start with the top luxury – the house. Before the mask, I have seen how crazy China's property market is, and the more it rises, the more it buys, and it swallows mountains and rivers.
After the mask, everyone knows that housing prices have fallen a lot, how much is the specific pull? Let's look at the data:
In 2021, the turnover of commercial housing in the country reached 182 trillion yuan, with a transaction area of 17900 million square meters;
In 2022, the turnover was 133 trillion yuan, down 267%；The transaction area is 13600 million square meters, down 243%；
In 2023, the turnover is 116 trillion yuan, down 6 percent year-on-year5%；The transaction area is 11200 million square meters, down 8 percent year-on-year5%；
In 2023, this sales area will directly hit a 10-year low since 2012, and the sales will be over100 billionofNumber of real estate companiesAlsoOnlyleft16The data for the previous two years was 4320
Everything has a cycle, the era of soaring housing prices is completely over, and the luxury goods of the previous era are now difficult to dance.
Luxury consumption is out of steam, but the consumption that focuses on parity and discounts is in full swing.
The most typical is that last year, Zibo and Harbin tourism suddenly exploded, and others ripped off customers, they focused on affordability, cost performance, and steadily grasped the needs of the times.
Another example is the opening of Shenzhen Costco supermarket in January this year, and the queue was crowded, and the membership fee alone earned 18 million, and the original price of 1499 Feitian Moutai was sold out every day.
In 2023, outlets will sell more than 160 billion in China, setting the best results ever, even if the outlets are in remote areas of the city, but now they are crowded, 3% off Adi, 2% off Nike, sought after by Chinese.
Vipshop, an online brand discount e-commerce company, will also sell out in 2023, with an annual revenue of 112.9 billion, a year-on-year increase of 94%；net profit was 8.1 billion, a year-on-year increase of 286%。
Back then, a cup of Hey Tea of 30 yuan has now dropped to more than 10 yuan, and it is not a dream to fall below 10 yuan, after all, there is no barrier to this thing, who is not drinking it?
The main cost-effective is nicknamed the Honey Snow Ice City outside the Fifth Ring Road, and Pinduoduo is crazy to advance.
A few pieces of a cup of Mixue Bingcheng opened more than 30,000 stores, sweeping the country; Pinduoduo's performance exploded, and its market value once surpassed Alibaba, and Ma Yun was so shocked that he praised Pinduoduo on the intranet.
That's right, China is entering an era of putting aside face and returning to the inside.
In more than 40 years, we have completed the development path of Western countries for hundreds of years, and the British and American countries in the West have also experienced a dream era of high economic growth, rapid infrastructure construction, and soaring people's incomes.
The era of high growth is characterized by the whole society borrowing, everyone comes to money quickly, likes to spend ahead of time, and does not blink an eye to buy a house with a 30-year loan, once thinking that the dream of prosperity will last.
Zhuangzi has a philosophical viewpoint called "Fang Sheng, Fang Sheng, Fang Sheng, Fang Sheng, Life Breeds Death, Death Breeds Life". In the economic field, it can be understood that prosperity breeds depression, and depression breeds prosperity.
Since it's borrowed money, it always has to be repaid, and it's impossible for you to swipe your credit card for 30 years and never pay it back.
As developed countries enter the debt repayment cycle, economic growth shifts from high to low speed, incomes stagnate, and wage increases become difficult. After a long time, everyone woke up from the dream of prosperity and slowly accepted the dullness of life.
When money is hard to make, consumption is downgraded, discount businesses are on the rise, and bank savings are surging.
China is gradually entering this stage, with a four-year national deposit of 58 from 2020 to 202424 trillion, of which 82% are fixed deposits. The money saved in these 4 years is equivalent to the sum of the previous 10 years.
Let me give you an example to intuitively feel the difference between the developed and developing stages. When you fall in love and get married in China, you often have to go shopping to buy gifts, bride price, diamond rings, buy a house and a car, etc., and it costs millions to get married. On the Japanese side, this comparison stage has already passed, the two went to 711 to buy a bento, and as soon as they ate in the park, they went on a date, and they didn't have a high bride price when they got married.
The era of vigorous prosperity has come to an end, and it is time to repay the credit card, everyone fasten your seat belts, luxury cars, luxury cars, and the pinnacle of life as much as you can, and having a stable job and a little deposit emergency is the first place.
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