Recently, I found a situation that I thought was incredible, and I had the impression that Vipshop was more "niche", and it seemed that more and more people were using it. On the SF brother's express car, there are more than 10 packages, and four or five of them are Vipshop pink. Looking at the style of the package, it is estimated that it is mainly clothes and shoes.
Including a few days ago, I went to visit the physical store of Vipshop, and I also found that it was very lively, generally the mother and grandmother took the baby to buy clothes, one with the baby and the other was responsible for the selection, and everyone carried large bags and small bags. In comparison, the customer flow of several fast fashion stores next door is far worse than that of Vipshop.
Coincidentally, the outlets, which are also on the discount track, used to be ridiculed by young people as "suburban shopping malls", but they have also begun to become popular in the past two years. Usually the flow of visitors to visit on weekdays is normal, but the weekend outlet is basically crowded, and there is no chance to park at all, so you can only park in a nearby parking lot.
For example, a netizen in Shanghai lamented that it is not recommended to drive to Bailian Outlet on Sunday, the parking lot is full, and there is no place for more than half an hour, and finally only parked on the side of the road.
In fact, as a discount format, the biggest charm of a retail model like Ole Vipshop lies in the cost performance. In the outlet, discount labels such as Adi 4 5% off and Nike 7% off always stimulate consumers' nerves. Or other platforms ask for six or seven hundred clothes, and the discount price is only more than 300 on Vipshop.
This kind of cost performance is not absolutely cheap, but on the basis of ensuring the quality of the brand, the price is lower than that of other places, giving consumers the feeling of good quality and low price. Last year, the official media analyzed why Ole became popular, and summed it up in four words - "good and provincial".
Moreover, the discount model is also very in line with the current consumption concept of young people, everyone is no longer stubborn that big brands should be expensive, and they will not feel that spending three or four thousand to buy clothes and asking for discounts hurts face, but they see the essence of consumption clearly, hoping to complete consumption upgrades at a lower cost.
In economics, some experts refer to the current consumption concept of young people as "consumption left". If the consumption trend is reflected on the coordinate axis, the abscissa represents the price, and the vertical axis symbolizes the brand quality, when the vertical axis remains the same, and the abscissa is shifted to the left, young people have completed high-quality consumption.
Under the influence of the left-shift in consumption, not only Ole Vipshop has enjoyed dividends, but also formats such as Yonghui discount stores, e-commerce subsidies of 10 billion yuan, and Hema are favored by many consumers because of their good goods and low prices. It is believed that driven by this wave, it will have a more far-reaching impact on the consumer industry.