Core Viewpoint - The article discusses the increasing popularity of late-night discount shopping in supermarkets, particularly highlighting the competitive environment among various supermarket chains in Beijing, where consumers, especially elderly individuals, engage in aggressive shopping behavior during discount hours [6][8][39]. Group 1: Supermarket Competition - Various supermarkets, including Seven Fresh, Hema, Walmart, and Yonghui, are participating in a nightly discount strategy to attract customers, creating a competitive atmosphere [8][39]. - Seven Fresh has seen a significant surge in customer turnout during its nightly clearance events, surpassing other supermarkets in popularity [9][39]. - The phenomenon of late-night shopping has been fueled by social media challenges that encourage consumers to find the best deals, leading to a rush of shoppers at specific times [10][39]. Group 2: Consumer Behavior - Elderly shoppers are dominating the late-night discount scene, often forming groups to maximize their chances of securing discounted items, which has led to a challenging shopping experience for younger consumers [16][19][33]. - Young consumers have expressed frustration over their inability to compete with elderly shoppers, leading to a decline in their shopping experience at these supermarkets [20][40]. - Some young shoppers have shifted their purchasing habits, opting for local markets instead of participating in the chaotic discount shopping environment [43]. Group 3: Economic Implications - The late-night discount model, while attracting customers, poses challenges for supermarkets in selling regular-priced items, as consumers may prefer discounted goods over full-priced items [39][40]. - The sustainability of the discount model is questioned, with reports of financial difficulties faced by some supermarkets that have adopted this strategy, particularly in northern regions [39][40]. - The article highlights a potential shift in consumer sentiment, where the perceived savings from discount shopping may not outweigh the costs associated with wasted products and poor shopping experiences [42][43].

Core Viewpoint - The article highlights the increasing popularity of late-night discount shopping at supermarkets in Beijing, particularly at Seven Fresh, where consumers, especially elderly individuals, engage in competitive shopping for discounted items, creating a chaotic atmosphere [2][5][25]. Group 1: Consumer Behavior - The late-night discount shopping trend has led to crowded scenes in supermarkets, with consumers rushing to grab discounted items, often resulting in chaotic situations [2][5][10]. - Social media challenges have contributed to the popularity of this trend, with influencers showcasing how much can be bought for a small amount of money during these late-night sales [5][25]. - Elderly shoppers have become the most aggressive participants in these late-night sales, often forming groups to maximize their chances of securing discounted products [10][12][22]. Group 2: Supermarket Strategies - Various supermarkets, including Hema, Walmart, and Yonghui, have adopted similar late-night discount strategies to attract customers and clear out inventory [4][25]. - The concept of "daily clearance" (日清) has been popularized by brands like Qian Dama, which pioneered the idea of timed discounts to ensure fresh products are sold [25]. - While this strategy attracts bargain hunters, it poses challenges for supermarkets in selling regular-priced items, as consumers may prefer discounted goods over full-priced ones [26][28]. Group 3: Market Dynamics - The influx of elderly shoppers has altered the shopping experience for younger consumers, leading to complaints about the chaotic environment and diminished shopping satisfaction [22][26][28]. - Some young consumers have begun to question the value of participating in these late-night sales, citing issues such as food waste and the time cost associated with competing for discounts [28]. - The article suggests that while the late-night discount model is appealing, it may not be sustainable in the long term due to the challenges it presents for both consumers and supermarkets [26][28].