Tmall Life Department Store, Jingdong Digital Home Appliances, Vipshop Clothes and Shoes, a new choice under the trend of left-shift consumption?
With the trend of "consumption shifting left", the consumption pattern of young people is undergoing great changes, from the previous fixed platform to the current precise dispersion, from the previous indifferent cost, to the current shopping around. This trend not only reflects the increasingly mature consumption concept of young people, but also brings new opportunities for major e-commerce platforms.
Many people may be unfamiliar with the term "consumption shift", which means that consumers shift the consumption curve to the left in the coordinate system of price and quality, and pursue lower prices and higher quality. In other words, more and more young people no longer blindly pursue high-priced, high-brand products, but pay more attention to cost-effectiveness and practicality.
For example, in the past, young people only used one of the platforms of Tmall and JD.com, but now not only Tmall and JD.com are using it, but also Douyin and Vipshop. One is to occasionally compare prices, and you will find that the price of the same product is completely different on different platforms. Second, in order to pursue discounts, Tmall, JD.com, and Vipshop are all brand-based, but their discounts are different in different fields. For example, Tmall is mainly a life department store, JD.com is a home appliance digital, and Vipshop is a clothes and shoes.
Many people understand the leftward shift of consumption as a consumption downgrade, but I think it is not, but a transformation of consumption concepts and a higher-quality consumption development. The shift in consumption to the left still reflects everyone's yearning for a better quality of life, but the cost is lower.
