Core Viewpoint - The article highlights a unique approach to consumerism, emphasizing the importance of responsible purchasing and customer-centric service in the retail industry, as exemplified by a seller named "Guo Ma" [9][10]. Group 1: Consumer Behavior - A consumer initially hesitant to purchase clothing online found the quality satisfactory and subsequently made additional purchases for family members [5]. - The seller, Guo Ma, advised the consumer to buy only what was necessary, demonstrating a focus on customer needs rather than maximizing sales [9][10]. Group 2: Business Model - Guo Ma sources products directly from manufacturers, eliminating middlemen and advertising costs, allowing for lower prices for consumers [12][13]. - The business model emphasizes long-term customer relationships, with a commitment to customer service and satisfaction, including handling returns and providing lifetime after-sales support [14][15]. Group 3: Market Differentiation - Guo Ma's approach contrasts with typical retail practices that prioritize one-time sales, showcasing a model that values trust and ongoing customer engagement [16].

Core Insights - The article highlights a shift in consumer behavior among college students during the "Double Eleven" shopping festival, emphasizing a trend towards more rational and parameter-focused purchasing decisions rather than impulsive buying driven by promotions [1][4][8] Group 1: Consumer Behavior Changes - College students are increasingly adopting a "look at parameters, check ingredients" approach to consumption, demonstrating enhanced discernment regarding promotional tactics [1][3] - The core consensus among students remains "buy what is needed," but there is a notable increase in rationality in their purchasing decisions [3][4] - Students express a strong aversion to promotional tricks, with some reporting instances of price inflation prior to sales events, leading them to focus on product specifications instead [4][6] Group 2: Parameter-Focused Consumption - The trend of "parameter consumption" extends beyond clothing to categories such as beauty and electronics, with students researching specifications like screen resolution and material composition before making purchases [6][8] - Female students tend to prioritize parameters related to clothing and daily necessities, while male students focus on the performance specifications of digital products [6][8] Group 3: Diminished Appeal of "Double Eleven" - The uniqueness of the "Double Eleven" shopping event is perceived to be declining, as students find comparable discounts available through other channels, such as live streaming [8] - There is a growing preference among students for experiential spending, such as travel and outdoor activities, over participating in sales events, indicating a shift in value perception [8]