Is "Double Eleven" Merely A "Low Price" Impulse Consumption?

Deposit expansion, full reduction of red envelopes and return of current certificates.

Annual "

Shopping carnival is coming, and this year, businessmen are trying to attract consumers.

For consumers,

With the upgrading of consumption and the emergence of new middle class groups, is "double eleven" merely a "low price" impulse consumption?

The latest survey shows that consumers' expectations for the "double eleven" are no longer low price carnival, but through the fine quality and experience, so as to achieve the quality of life in the hearts of personality.

According to the world clothing and shoe net, on the eve of "double eleven", according to the results of the 2017 double eleven consumer expectation survey issued by UNIQLO joint third party research organization, consumers' "double eleven" shopping faces many problems, and puts forward new expectations for "excellent quality".

Of the 16750 consumers in the country, 88% of consumers want to buy goods with both preferential and quality assurance in the "double eleven". 65% of consumers hope not only online, but also at the store can get the same quality new products for the season, 66% of consumers want to no longer impulse consumption, but buy good products that are really needed.

In terms of commodity prices, 76% of consumers want to be pparent, do not exaggerate the discount rate by floating prices, and 72% of consumers want the "double eleven" promotion time longer, not only on the "double eleven" day, but also to facilitate the purchase of choice.

It can be seen that low price is no longer a "sharp weapon" to stimulate consumers to open their wallets, and more consumers realize that impulse pleasure is far less satisfying than quality goods and quality services.

Whether online or offline, the "double eleven" need to return to the product itself.

Under the trend of escalation of consumption, attracting consumers is not only a simple price link, but also the key to the quality and cost performance of goods.

Zhu Weiming, executive director of the clothing brand Research Institute of Zhejiang Sci-Tech University, told reporters.

At the same time, people's demand for shopping experience is also quietly upgrading.

The survey found that 78% of consumers want to enjoy personalized aftermarket value-added services in nearby stores, and 72% of them want to pick up goods quickly in self selected stores.

The data provided by e-commerce platform Tmall show that the "double eleven" shopping demand is also undergoing minor changes.

41.3% of consumers like to buy gifts for their families in "double eleven", and 36.9% of consumers will hoard their children on this day.

The rapid demand for goods thus derived makes it possible for 72% of consumers to achieve quick pick-up in different stores. Even if they are not in a city, they can quickly send warmth to their families.

Based on the above consumer expectations and insights, the reporter has learned from UNIQLO, that this year it has put forward a new concept of "excellent intelligence double eleven" for the new situation this year, which is to upgrade O2O's new retail experience on the basis of providing high quality and cost-effective Xingxing products. The online order, consumers can choose to pick up goods across the country, not only across provinces, but also faster and faster, stores can be finished in 24 hours, and can provide more personalized service. Consumers can change the size and color of their products and modify their trousers free of charge according to the trial experience.

That is to say, under the premise of constantly breaking the time and geographical restrictions, we are committed to making consumers enjoy the wisdom and quality of life and smart consumption of personal experience with O2O new retail experience and personalized service.

In Zhu Weiming's view, online single line picking can solve the problem of logistics and experience at the same time, and O2O new retail comes down to a scenario choice. Online is just an entrance to attract users, that is, traffic entry, drainage for the lower end of the line.

No matter in the old and new retail era, they are all the fission and reorganization of the people's freight yard. The core is the customers themselves.

"Nowadays, we can emphasize that online or offline have lost meaning, and the two ends are the trend.

For the apparel industry, it is necessary to cater for consumers to make products better and cost effective, and for fashion products, speed has also become a key point.

Overall, the key to keeping up with and changing the core needs of consumers is the key.

Zhu Weiming said.

More interesting reports, please pay attention to the world clothing shoes and hats net.