Recently, there has been such a very resonant voice: in recent years, the consumption concept of people around them seems to have changed, and it has changed a lot.
For example, in the past, many male consumers liked imported cars, believing that imported cars were expensive but worthwhile, with cards and faces. Nowadays, more and more people are beginning to pursue domestic cars. BYD Qin, Han, Tang sales are getting higher and higher, countless people think that domestic cars are fashionable and easy to drive. In May this year, BYD surpassed Tesla in counterattack, and has now sold more than Tesla for seven consecutive months. Just last month, Tesla's domestic sales were 52,869, while BYD's reached 91,219.
There are also many female consumers, in the past, they liked the bags and cosmetics of overseas big brands, and felt that big brands were exquisite. But now, European and American luxury goods suddenly can't sell. Chanel and Hermès have stopped production, and LV has even begun to produce hand sanitizer. More and more of them feel that buying big-name bags is unnecessary, and domestic cosmetics are cheap and easy to use. People who used to be crazy about overseas big names are now more and more inclined to domestic production, and the desire for foreign big names has fallen to a freezing point. The Japanese media even posted bluntly: the era of Korean cosmetics has ended.
It is worth mentioning that China's young people, who used to be particularly crazy about overseas fashion brands. But now I feel that Anta and Li Ning are also very comfortable to wear. Recently, the Japanese media also interviewed a young Chinese man and asked him why he no longer liked Adinek. His answer speaks to the voice of the majority of young people, he said, because in the face of European and American imports, domestic production is becoming more and more fresh. In the past, I thought that European and American imports were not only a commodity, but also a face, but now I find that using domestic production can also make people confident. Such an answer made the Japanese media sigh that China's young people have changed.
The change of Chinese young people is not only reflected in the soaring sense of identification with domestic production, but also the return to the basics of consumption concepts, which is simply that consumption is more rational.
For example, buying jewelry, in the past, young Chinese people pursued expensive luxury goods such as gemstones and diamond rings. But now, gold, which was once ridiculed by young people as the exclusive, old-fashioned and rustic gold of the upstart, has become the object of recognition by countless young people, believing that buying gold is saving money.
Recently, the gold sales data released by Vipshop has attracted the attention of many people. Since December last year, the number of orders for gold jewelry on the platform has soared by almost 80%. Among them, young people contributed the most, with an increase of 105% after 95. There is also a well-known domestic brand Chow Tai Fook, and the proportion of orders on the Vipshop Chow Tai Fook Super Big Name Day comes from the post-80s, post-90s and post-95s.
I have to sigh that China is quietly undergoing a huge change in consumer attitudes from top to bottom. And such a huge change is gratifying, and it is gratifying that not only is domestic production valued and rationality has become the mainstream, but more is the return of profits and the return of self-confidence.