Young people with a monthly salary of 20,000 yuan can definitely be regarded as a high-income group, in the impression of many people, this group of people should live a "simple and unpretentious" rich life, not to mention eating durian to buy one and throw one away, at least should achieve "freedom of dressing", right?
As a result, this group of young people with a high income is more "deducted" than one in real life. In the past two days, #月薪两万不敢在商场买衣服#的新闻冲上热搜第一, nearly 200 million people have been read, which has struck a chord with a large number of young people.
Some netizens commented: "I haven't been to a physical store to buy clothes for a long time, I can't afford it", "Don't say that I don't dare to go to a roadside store in a shopping mall, I can't afford it".
It has become a habit for many young people to only go to the mall and not to buy it, and some people go to the mall not to buy clothes, but to feel the lively atmosphere, or to visit the mall as a pastime.
In fact, not only young people with a monthly salary of 20,000 yuan, but even young people with a monthly salary of 100,000 yuan are not very interested in shopping malls.
Some netizens said: "Don't say that the monthly salary is 20,000 yuan, even friends with a monthly salary of 100,000 yuan around me have begun to visit outlets, Vipshop these places, buy clothes specifically to find discounts, do not buy discounts, the more good brands and big brands, the more you have to give me a discount!" ”
"I don't dare to go with a monthly salary of 30,000 yuan", "It's not that I can't afford it, but I feel that the cost performance is seriously unbalanced".
The higher the income, the more savvy young people tend to be, and it is not that they can't afford to buy clothes in the mall, but they prefer a more cost-effective way of spending. "Only go to discount stores like Vipshop, Ole and Costco", "How convenient it is to shop online, there is also freight insurance, and if it is not suitable, you can return it for free".
Just like netizens said: "The monthly salary of 20,000 yuan is not that I can't afford to buy big-name clothes, but I just feel that it's unnecessary", summing up the consumption attitude of young people in one sentence: it's not that they can't afford it, but that the discount is more cost-effective.
Young people refuse to pay for high premiums, and only have a soft spot for high cost performance.
In 2023, Ole generated sales of up to 230 billion yuan, an increase of 9.5% year-on-year. In one year, Ole has opened 17 new businesses in China.
"The parking lot full at 9 o'clock in the morning" and "How crowded is the outlet on holidays" and other related topics frequently appear on social platforms.
The online Vipshop also has a large number of young people. In 2023, the sales of international high-end brands on Vipshop will increase by 24% year-on-year, the GMV of the platform will exceed 200 billion for the first time, with a growth rate of 18.7%, and the number of active users will reach 87.4 million.
When the status of shopping malls in the minds of young people declines, more cost-effective discount retail naturally rises, and these young people are not slamming the door, but simply want to realize the simple vision of "buying high-quality goods with less expense".