Online Shopping Micro Shopping Shunting Golden Week Changsha Entity Retail Performance Is Not Ideal

Despite the "eleven" period, Changsha City

And pedestrian streets are occupied by the crowd, but according to the reporter's visit, the "eleven" shopping fever seems to be "burning" and not flourishing in previous years.

This year's golden week sales performance is not ideal.

"This year is different from previous years. In the past eleven, there were 20 sold out, and seven or eight sold at the most this year."

Wangfujing in Changsha

Zhang Jing, a manager of a women's clothing brand, has been revealed.

This is Zhang Jing's sixth "eleven" golden week since she became a store manager. In her view, this year's "eleven" golden week sales performance is not very satisfactory.

And the store she is responsible for, its sales are all in front of all the stores in Wangfujing.

"As far as the current situation of our stores is concerned, there is a clear gap compared with eleven last year."

According to Zhang Jing, the "eleven" sales figures of last year's statistics were calculated from October 1st to 7, and the sales of their stores were around 400 thousand.

This year's "eleven" sales campaign began in September 28th, and sales in October 3rd were less than 300 thousand.

"Although there are three or four days from the end of the eleven holiday, according to past experience, sales will tend to be gentle after October 4th, and shoppers will be significantly reduced."

Zhang Jing said frankly that he was worried about whether the golden week could complete the sales task this year.

According to her past experience, the golden week shopping climax is usually between September 29th and October 2nd, and the sales performance of the previous few days often determines the sales performance of the whole golden week.

Consumers are becoming more rational.

"Actually, this year's sales promotion is stronger than before."

Zhang Jing said that during this year's "eleven" period, in addition to the promotion preferences of the major brands, the Wangfujing also launched members to enjoy 3 times points, 888 yuan for the whole venue, 1000 yuan for vouchers, and 200 for 80 sales for autumn commodities.

One of the reasons why business is not as popular as in previous years is that consumers are becoming more rational. "No greedy discounts will create an atmosphere of looting."

Zhang Jing disclosed that, as early as two or three years ago, their brands sold all the clothes they had hoarded last year with a high discount in the "eleven" promotion.

More importantly, online shopping diverted a large number of tourists, for example, from the first half of this year, more and more active micro shop purchase.

"Open my cell phone, almost all of my WeChat friends circle.

Commodity information.

When we opened a high-level leadership meeting in Wangfujing, we also mentioned that the arrival of the micro purchase era has indeed had a certain impact on store sales.

Zhang Jing said that apart from Taobao, another shopping platform was dividing the big cake of consumption.

"What's more, Taobao is becoming more and more sophisticated now, and it can accurately search customers for the information they need."

Zhang Jing said that many consumers who visit the physical stores often try to wear clothes, then note the size, size and color, then buy them directly from Taobao.

In addition, starting from September this year, all invoices of all department stores in Changsha must fill in the invoice name list.

In the past, clothing consumption can be invoiced by gifts such as "gifts" or "office supplies".

Zhang Jing believes this may also affect the consumption heat of this year.