Core Viewpoint - The article highlights the increasing popularity of late-night supermarket clearance sales in Beijing, driven by consumers seeking discounts and the excitement of finding bargains, while also cautioning against impulsive buying behavior [1][9]. Group 1: Consumer Behavior - Consumers are increasingly engaging in late-night shopping, with many familiarizing themselves with the timing of discounts for various products, such as vegetables and seafood [3][4]. - The atmosphere during clearance sales is lively and communal, contrasting with the quieter daytime shopping experience, as customers interact more with each other and store staff [7][8]. - Many shoppers report feeling compelled to purchase discounted items even if they do not need them, leading to potential waste [10]. Group 2: Discount Strategies - Different products have varying discount schedules, with fresh produce often discounted earlier in the day, while larger discounts are typically applied closer to closing time [3][4]. - Discounts can range from 20% to 50%, with specific items like prepared foods and seafood being particularly popular during these sales [4][9]. - The use of eye-catching discount labels in supermarkets is designed to attract customers and encourage impulse purchases [9]. Group 3: Market Dynamics - The presence of discounted items significantly affects the sales of regular-priced products, which often see reduced interest as consumers focus on bargains [8]. - The competitive nature of late-night sales creates a sense of urgency among shoppers, leading to crowded scenes and a rush to grab discounted items [4][5]. - Supermarkets are adapting their strategies to cater to this trend, with some stores emulating successful models from other retailers [3].