Looking back at the retail industry in 2023, there is one key word that cannot be ignored: "outlets". In the past year, this unique business model, both online and offline, has suddenly changed its face in the eyes of people.
* Down, Ole has shown a different trend from the beginning of the year. This business, which was once known as a "suburban supermarket" on the outskirts of the city, suddenly made many people abandon their remote stereotypes and rush to it. Some people even drove for hours to sweep the goods.
On the fourth day of the first lunar month, drive two hours to Zhengzhou Zhongben shirt outlets, the car was shocked by Zhengkai Avenue, all sides of the highway were parked by private cars, and drove into the parking lot, not only the parking spaces were full, but the internal roadside was also full of car ......On the social platform, a netizen's "documentary" gave people a glimpse of the excitement that seemed to rise suddenly.
Not long ago, Ole Lingxiu released a "record of results", which proves that the industry is hot. The data shows that in 2023, the overall scale of the outlet industry will exceed 160 billion, with a year-on-year growth of nearly 10% in 2021 and a year-on-year growth of more than 20% in 2022. Compared with the single-digit growth of the entire retail industry, the growth rate of outlets is really good.
The popularity of the outlet model quickly spread online, and young people saw that the malls were becoming more and more crowded, and turned their heads to the "online outlets" Vipshop. This special sale e-commerce, which has a similar business logic to Ole, is faintly becoming popular and gradually becoming a "treasure app" for young people.
Recently, Vipshop's 2023Q4 and annual financial reports were released, which also showed that the platform's performance has achieved "steady progress". The net revenue for the year was 112.9 billion, a year-on-year increase of 94%；Number of orders 812.3 billion, a year-on-year increase of 98%。
Offline outlets are 160 billion, online Vipshop is 200 billion, and the performance is simply added, which means that only two players in the track have driven 360 billion consumption, and the outlet model is getting hotter. At the same time, both Ole and Vipshop are also blessed with a steady rise in popularity.
Vipshop's financial report disclosed that the number of active users on the platform reached 87.4 million last year, an increase of 3% year-on-year9%, and the more critical SVIP active users increased by 13% year-on-year, contributing 45% of online spending.
In the past, young people were not very interested in the discount track, not only were they not enthusiastic, but they thought that they had to care about discounts when they bought big brands. Now the sudden change of attitude is indeed embarrassing.
However, judging from the consumption trend in the past two years, this is actually expected. At present, consumers are becoming more and more rational, and 10 young people spend money on 7 topics that pay attention to cost performance have been on the hot search, and everyone has seen more and more clearly the essence of consumption, and favors to create a better life at a lower cost.
Discount retail sells brand goods cheaply, which is just in line with the consumption needs of young people in the new era. It will take a generation to adapt to the left-shift in consumption, and now we will find that it may be faster than we think, Jiubian said.