Christmas Is A Frenzy Of Consumption.

Another Christmas day and another carnival night.

At 24 o'clock in December 24th, when the bell of Christmas Eve struck, one of Shanghai's fashionable landmarks is still new, but there is no intention of breaking away.

Just across the streets of Huaihailu Road Parkson gate, the taxi drivers have already lined up. Most of them carry large and small shopping bags on their hands, and their faces are hung with gold and scattered satisfaction.

"Christmas day this western holiday has been accepted by more and more Chinese people, such as Christmas Eve.

Consumption is not enough.

"Christmas this year."

As a result, businesses are playing the "creative" card on Christmas Day: The Nutcracker soldiers wearing red hat and red uniform in the Nutcracker world of Xintiandi business circle, the SWAROVSKI Crystal Christmas tree in Hong Hui Heng square, and the wishing Christmas tree in Shanghai's moon moon center.

Many consumers said frankly, "they will be moved to the mall by such an atmosphere. Compared to the big red decoration or discount rate, the comfortable shopping environment created by these costumes can make me pay for my wallet, and I feel much better than that kind of panic shopping."

However, discount is still the choice of most businesses.

On December 24th -25, the reporter's cell phone received messages from dozens of mall and branded brands: there will be substantial discounts and promotions during the Christmas season.

Some stores even delayed their business hours until 11 in the evening.

In response, an industry analyst believes that businesses will only lower their profits by relying on price war, and should "experience consumption" and "creative consumption".

It is worth thinking about how to combine the traditional Chinese elements with the preferences of modern consumers and creative marketing by using the Christmas marketing.

Export fine adjustment

Unlike the experience of consumers, exporters feel something else.

Influenced by many factors such as the European debt crisis, RMB exchange rate and cost, China's exports have been affected in the Christmas shopping season.

Data show: in September this year, Christmas related products export index was 34.9, down 7.9% compared to the same period last year, and the decline in October was 40.7%.

According to the Christmas shopping index released by Alibaba, the main consumer market of Christmas products is Europe and the United States. The European debt crisis has a huge impact on Europe, but the purchasing index of North America has changed little, and the negative impact on China's Christmas season's procurement and exports is better than expected.

In June, the US export index was 121.8, which was 30.5% higher than the global average of 90.6 exports. In October, the US export index dropped to 85.3, which was 24.8% higher than the global average export index.

By contrast, EU consumer spending has declined and market demand has weakened, leading to an overall slowdown in overseas orders during the Christmas shopping season this year.

The EU's purchasing index in July was 89, less than 11.4 of the global average of 90.4, and the EU's purchasing index declined from July, while the October export index was 59.4, 7.9% lower than the 64.1 of the global average.

"A year is not as good as a year, but the goods are still almost the same as before. The price is cheaper than before.

But I just can't sell it. "

Xiao Chen, the boss of a gift shop in Yiwu's small commodity market, is unable to cope with the backlog of Christmas products.

The feast that was supposed to belong to the "made in China" business has become extremely cold and cheerless.

As a result, the pition to domestic sales and the use of the Internet has become the choice of many toys, decorations and gift manufacturers.

However, market analysts pointed out: "it is not easy to sell foreign trade products online, and upgrading the quality of products, choosing moderate prices, and integrating local characteristics become weapons for manufacturers to win the turning point."

Taobao mall official told reporters: "in the past week, Christmas gifts and toy products have increased by 90% on our platform sales, and 70% of the nearly 3000 companies selling Christmas products are foreign trade to domestic enterprises."