Excessive Consumption Has Become A Common Disease Of Festival Consumption

During the "double eleven" period, the volume of Jingdong transactions exceeded 10 billion yuan, which is 4 times the 2 billion 500 million yuan of last year, accounting for about 5%~6% of the total annual sales volume. Another electricity supplier Alibaba's Alipay "Double eleven" The deal was 35 billion yuan on that day.

Insiders believe that the "double eleven" will indeed overdraft users' consumption demand in the coming period. Consumption of some fast moving consumer goods will soon recover, and the recovery of durable consumer goods, such as household appliances, will take a long time. On the whole, it will still overdraw and affect sales in the coming months.

　　 After big promotion, the current low level is the rule.

Experts interviewed by reporters agreed that the phenomenon of "overdraft consumption" did exist. Director, online retail department, China Electronic Commerce Research Center Mo Dai Qing It is said that during the "double eleven" period, there is some impulse buying phenomenon when consumers purchase centrally, which leads to the difficulty of recovering the consumption power in a short time.

The impact of "double eleven" may spread to the sales of "double 12", Christmas, new year's day and Spring Festival. Mo Daiqing said. In fact, excessive consumption is the commonality of all festivals consumption. "Double eleven" is also a holiday created by electric business operators, and it is no exception. Zhao Ping, an e-commerce expert at the Ministry of Commerce, told the International Commercial Daily reporter that "one month after the month of Spring Festival, there will be a trough in the whole social consumption, and there is also an excessive consumption factor. At this point, the rule of online and offline is consistent.

In the words of Miss Shi Shi, a shop operator, "double eleven" is the off-season in the off-season. Miss Shi, the chief executive of the costumes, told reporters: "now they are selling special products, and sales of ordinary products are the worst in a year." She believes that the product she runs is not as expensive as electrical appliances and furniture, but it is also influenced by overdraft consumption. "Dancers buy dance shoes at most, wear one pair and keep one pair, so it is hard to buy them again in a short time. Plus, part of the demand for "double eleven" has been focused on the "double eleven" release, so we have had a hard time recently. She said.

　　 Consumers are more rational

After several years Online retailers It is also an undisputable fact that online shopping consumers are becoming more rational after the war.

"At present, consumers have a rational understanding of the" double eleven ". After all, it is not the first time that they have experienced such a situation. Consumers may anticipate a variety of situations that may arise in consumption. For example, some consumers want to buy a product with higher unit price. He may continue to pay attention to the product for a long time, and put it in the favorites before "double eleven", only when it is "double eleven". Mo Daiqing said that the proportion of ready consumers is rising.

Zhao Ping also believes that the proportion of rational consumers is even higher. "But unfortunately, we have not seen any statistics in this regard so far, and I am afraid this statistic is not very good." Zhao Ping said.

Indeed, some consumer behavior is changing. Respondents, Miss Han, said, "I didn't buy anything for a double eleven this year, but I bought a lot last year and the year before last." When asked why this change is going on, Miss Han said, "there are some things that do not have to rush to" double eleven "to buy.