Guangzhou: Actively Returning To Rational Consumption

Clothing consumption is not fully observed during the golden week of Spring Festival

During the golden week of the Spring Festival, consumers in Guangzhou have potential strong purchasing power, but they are met with a "high price discount" in the shopping mall. Guangzhou residents poured into the "Hong Kong and Macao shopping malls" with high prices and discounts. Price There is no reason why the second-class brand shop is reasonable and the discount is in place.

After a year's hard work, people returned home and gathered together on the eve of the Spring Festival. During the golden week of Dragon Festival, reporters visited the four shopping locations in Tianhe business district of Guangzhou financial center. The first hand information for readers is to see the consumption of Spring Festival in Guangzhou.

"Big thunder and heavy rain" in big shops

"This year's clothes are all very expensive. Discount is not a real discount." Ms. Zhang, who is shopping in Tai Koo Hui, Guangzhou, told reporters.

Tai Koo Hui, opened in 2011, is located in Tianhe business district in Guangzhou. It echoes with Tianhe square, Zheng Jia square and Wan Ling Hui shopping center. It is a new highlight of Guangzhou, which combines leisure entertainment, business activities and cultural appreciation. Unlike other three large shopping centers, the shops of Tai Koo Hui are similar to CHANEL, PRADA, LV and other international brands. They also cover high-end high-end brands such as Hongkong I.T., GUESS, NINE WEST and so on, which are highly respected by white-collar workers. The pattern and grade of shops and Harbour City, Hongkong. Shopping The center is close.

According to the reporter's observation, for Tianhe business circle, shopping crowds mainly concentrated in Tianhe square and Zheng Jia square on the eve of the Spring Festival. Tianhe square and Zheng Jia Plaza are the old shopping centers of Tianhe business circle. After many years of operation and development, one of the two shopping malls is mainly attracted by ZARA, MANGO, H&M, UNIQLO and other fast fashion brands to attract consumers aged 18~35. The two tier is mainly domestic high-end brands, such as VERO MODA, lady house, brother and other brands. Compared with the international brand of Tai Koo Hui, the brand of Tianhe square and good Plaza makes consumers feel more "buy it."

During the Spring Festival, because of the consumption inertia of people buying clothes before centralized holidays, the flow of Tai Koo Hui gradually picked up in the second year of the lunar new year. GUCCI, MIU MIU and other international big shops are full of people buying, but the consumption situation is "thunder, heavy rain and little". In the three hours observed by reporters, there were only 32 customers who had purchased and eventually purse in MIU MIU.

Awkward next to Hongkong

"Compared to Guangzhou, I prefer to spend in Hongkong and Macao." Another Miss Li, who was shopping in Tai Koo Hui, told reporters. With geographical advantages, consumers in Guangzhou can reach Hongkong or Macao in two hours. This is also the reason why the number of Guangdong tourists has reached the largest number in Hongkong or Macao.

Miss Li explained, "the same style LV bag costs more than 10000 RMB in Tai Koo Hui and only HK $more than 9000 in Hongkong. Coupled with the price difference between the Hong Kong dollar and the RMB exchange rate, the LV package will eventually cost RMB eight thousand yuan. Miss Lee's statement represents the aspirations of a large number of Guangdong passengers who arrive in Hong Kong. "It will be much cheaper to buy luxury goods to Hongkong and Macao." This is almost a tacit understanding of Guangzhou consumers and even consumers nationwide. Miss Wang, who is also a white-collar worker with Miss Li, added: "we usually look at the style and price of luxury stores in Guangzhou first, try it back or try it on, then go to Hongkong or Macao to buy it."

In addition to the "fist" product of luxury goods, Hong Kong And Macao's clothing also attracts a large number of Guangzhou consumers. According to Miss Li, "Hongkong and Macao are relatively high-end clothing, but their discount is even greater. 2~3 discount is everywhere.

To this end, the reporter carefully observed Tai Koo Hui, Wan Ling Hui, Tianhe square and the Plaza of the clothing brand shop, about 85% of the brands in the shop hung out the "SALE" brand, the specific discount methods are also varied. However, under the guise of all kinds of discounts, customers can enjoy the golden week discount, but there are many restrictions. For example, Tianhe City Department Store in Tianhe square, the main brand G2000, TEENIE WEENLIE and other mid-range brands, played the "winter clothing full 50 percent off" brand. And other brands in Tianhe square, such as tide cards, which are popular among young white-collar workers, INITIAL and MO&CO, when reporters entered the store, they found that the number of goods and styles in the INITIAL store was 50 percent off, and the styles were limited. In addition, some of the 50 percent off preferential winter clothing, such as coats and coats, even if the discount is made, the price is still not "close to the people", and the original price of seven thousand or eight thousand is prohibitive.

The same is true of the French style MO&CO, which is the main French design. Miss Chen, who is shopping in her shop, looks at a long coat with grey fur and is very satisfied after trying on it. However, when asked about the price, Miss Chen had to cancel the idea of buying. The original price of the jacket is 7999 yuan, enjoying 30 percent off discount, and the price is about 5600 yuan after the sale. "It's too expensive, no matter whether it is before discount or after discount, it's too expensive." Although the shop assistant introduced to Miss Chen, the outer part of the coat was made of foreign fabrics, the local fur was real fur, and the material of the whole dress was quite expensive. Miss Chen still had no choice to buy it. Although it is expensive, I like the fabric and design very much. But I looked at the label in the clothes again, and this garment was made by a garment factory in a town in Guangzhou, which made me feel a bit awkward. The grey area between domestic products and foreign brands always seems to be a knot that consumers can't solve.

According to reporters, a few days before and after the Spring Festival in Tianhe business circle. observation Guangzhou consumers have potential strong purchasing power, but in the shopping mall has been "discounted" discount. Luxury goods have lost their advantages in the consumption boom of Hong Kong and Macao, while the phenomenon of "high price discount" of middle and high-end brands in local shopping malls also makes consumers feel "buy nothing". During the golden week of Spring Festival, Guangzhou people poured into the Hong Kong and Macao shopping malls with "high prices and discounts", and the second tier brand shops with reasonable prices and discounts in place are not without reason. People are actively returning to rational consumption.