“双十一”从“折扣主义”到“价值主义”

Core Insights - The "Double Eleven" shopping festival has seen a shift in consumer behavior, with younger consumers becoming more strategic and practical in their purchasing decisions, often prioritizing the use of coupons before making purchases [1][9] - The trend of "coupon hoarding" has emerged among local youth, reflecting their approach to uncertainty and desire for immediate benefits while retaining the option to change their minds [2][4] - Local businesses are adapting to the competitive landscape by integrating online and offline strategies, utilizing promotional activities to attract customers and increase sales [5][7] Consumer Behavior - Young consumers are increasingly purchasing multiple coupons during the "Double Eleven" period, with some spending thousands of yuan on local dining and service vouchers [2][4] - The practice of "coupon hoarding" has become popular in local social groups, with many sharing their coupon acquisitions, indicating a community-driven approach to savings [4] - The emotional aspect of shopping is highlighted, as consumers find satisfaction in securing discounts and offers, which has become a lifestyle choice [1][4] Business Strategies - Local merchants are leveraging promotional strategies such as government-subsidized coupons and online-offline activities to drive traffic and sales, with some reporting a 5% increase in average transaction value during the season [5][7] - Businesses are aligning their pricing and promotional strategies with online platforms to remain competitive, offering similar prices and additional incentives to attract customers [7] - The shift from price competition to service-oriented strategies is evident, as businesses focus on enhancing customer experience through value-added services rather than solely relying on discounts [8] Market Trends - The rising international gold prices have led some consumers to view gold as a safe-haven asset, with significant interest during the "Double Eleven" period, including the rapid sell-out of promotional gold coupons [8] - The demand for smaller gold items has increased, prompting retailers to adjust their marketing strategies to focus on customer service and added value rather than traditional price cuts [8] - The evolving consumer mindset reflects a broader trend towards rational and emotional purchasing decisions, with a focus on maximizing value in the face of changing market conditions [9]