As the annual "Double Eleven" approaches, the atmosphere of "shopping" online and offline is becoming more and more intense. Judging from the recent discount information, stocking up online this year is more popular, and the gifts are more powerful. It can be said that the more you buy, the more discounts you offer. The offline "Double Eleven" focuses on full discounts and discounts, but the gifts are relatively small.
Upstream News reporters noticed that in this wave of "competition" for passenger flow, the online and offline competition methods have become increasingly differentiated. Some offline shopping malls have given up the "front-facing" beauty discounts with online platforms, and instead focus on jewelry, watches, clothing and other categories. In addition, some offline shopping malls also focus on "experience" and launched member-specific discounts, small classes, etc. to attract everyone's attention.
As "Double Eleven" enters its thirteenth year, online and offline are ushering in a new stage of competition.
differentiated competition
is no longer "first" beauty, and is focusing offline on jewelry, clothing and other categories
online "Double Eleven" every year, and various discount gameplays are constantly updated and iterated, which can always attract a large number of consumers to participate. On this year's "Double Eleven", the first wave of pre-sales of multiple online platforms will be launched on October 24, and offline shopping malls will also launch events before the end of October.
From the perspective of discount methods, many brands have launched combination sets and stocking activities this year on the online "Double Eleven". The more consumers buy, the cheaper the price of a single product. At the same time, the intensity of gifts is also increasing. Some brands have activities to buy formal wear and get formal wear, or even give out more than the quantity of formal wear.
is much more "low-key" than online, and the main categories are also differentiated from online.
Upstream News reporter learned that this year, Chongqing Century Department Store took the lead in launching the first wave of "Double Eleven" promotions from October 20 to October 23. During the event, there were many promotions for jewelry, watches, clothing, etc., and there were also small classrooms, nursing and other services. Many Longhu Tianjies in Chongqing will also launch gold jewelry and clothing group coupons in the near future, and there will also be exclusive discounts and markets for membership at the same time. Chongqing Vientiane City will not launch a large-scale "Double Eleven" event, mainly merchants' own discounts and regional consumption coupons activities.
It is worth mentioning that in previous years, the "Double Eleven" beauty products were also the focus of offline customers, but the discounts have been reduced this year.
reporters found that in a department store in Guanyinqiao business district, the shopping mall was 150 off for activities over 1,000 yuan in previous years, and this year, it was only 120 off for activities over 1,000 yuan. In previous years, other shopping malls in this business district will also make gifts close to buy one free of one free of charge during the "Double Eleven" period. This year, they will not focus on giving gifts, but will instead be discounted directly or with full discounts for multiple products. And in other business districts, this situation also exists.
Upstream News Reporter Tang Xiaoyan Photo
From this, we can see that some offline shopping malls are abandoning the "front-front" beauty track this year, and instead focusing on jewelry, watches, clothing and other categories to compete differentiatedly with online.
Meet different needs
Focus on cost-effectiveness online and experience offline
0 The reason why everyone is willing to participate in the "Double Eleven" shopping festival is to enjoy real discounts. So, for consumers, are they more willing to choose online or offline?
Interview with reporters found that people do not have an "absolute" preference for online and offline, and often choose purchasing channels based on their own needs. At the same time, as consumers become more and more rational, everyone will compare and compare whether online or offline.
Online promotion, online screenshot
In order to welcome this year's "Double Eleven", Ms. Cao born in the 1990s listed a shopping list early and paid attention to various online and offline promotional activities. She told reporters that she wanted to stock up on some skin care products this time, and compared the discounts from various channels, she chose to buy them online. "Although the total price of online stocking is more expensive, it can be solved by everyone's 'order' and shopping money, which is much more cost-effective than offline."
However, she also said that not all products will be purchased online.For example, she will still choose clothes and shoes in autumn and winter, so that the products she buys are more suitable and saves the trouble of returning and exchanging goods.
In the view of Ms. Chen born in the 1990s, in addition to price, she will also consider factors such as quality and convenience when choosing a channel. "For example, the quality of daily necessities is not much different from any channel, but it is better to be realistic for home products. I would prefer offline purchases, and delivery and after-sales service will be more guaranteed."
Wang Qiaoling, Secretary-General of Chongqing Retailers Association, said that after years of market competition, offline is now more clear about its advantages. Offline channels can consolidate their core audience by abandoning some relatively weak categories and focusing on categories with more advantageous advantages, such as high-value products such as jewelry and clothing or high-quality experience requirements, and avoid direct price wars with online. "This can be said to be both the result of market competition and a major trend in the development of the industry."
Voice
Consumers should calculate the total account, and rational shopping
Every year, "Double Eleven" is a shopping carnival, attracting countless consumers to participate. This year's "Double Eleven", the more you buy online, the cheaper the unit price, and the more gifts you give. Offline can be directly discounted and discounted, but there are fewer gifts. In this context, how should consumers choose the shopping method that suits them?
Wang Qiaoling, Secretary-General of Chongqing Retailers Association, believes: "Online and offline are just different channels. Both have their own audience and shopping advantages. Consumers should plan according to their needs and must calculate the general account to avoid blindly following the trend."
She pointed out that taking online stockpiling activities as an example, this discount form is more suitable for regular customers, that is, consumers who have a certain understanding of the product. If it is the first time you try, consumers can rely on the counter to experience in advance to decide whether to buy or not to reduce the risk of "studying into pits". In addition, although the online gifts are powerful, many consumers may not be able to use them up until they expire. This will not only cause waste, but also consumers will not enjoy the actual discounts they deserve.
She suggested that on the one hand, online and offline merchants should reasonably formulate event content based on channel characteristics and consumer needs. On the other hand, consumers should also look at the shopping festival rationally and choose shopping methods that are more suitable for them.
Upstream news reporter Tang Xiaolan
Editor: Yang Hong
Editor: Wu Jinming
Editor: Feng Fei
