Off Season Sales Trend: Analyze What Consumers Consider

How to wear it depends on the season; How to buy, but a lot of knowledge.

Recently, a set of off-season shopping guides for "buying winter clothes in summer" circulated on the Internet. In August this year, the famous down jacket professional market in China, Pinghu China Garment City, sold 1.6 million pieces of down jackets in three days, with a sales volume of 320 million yuan. This anti seasonal consumption has warmed the market.

Not only the clothing market, the idea of off-season consumption affects many industries. For example, some seasonal sports events with specific venues and facilities also ushered in unexpected peak passenger flow in the off-season. Ctrip data shows that in July this year, the number of ski related product searches increased by 89% month on month, and the number of ticket orders for related scenic spots increased by 41% month on month.

It is understood that off-season sales is usually a promotional means for merchants to clear their inventory in the off-season, which not only helps merchants increase sales, but also provides consumers with more favorable products. At present, the off-season promotion is no longer limited to simple clearance sales, short video marketing, live delivery and other forms, as well as time limited discounts, full discount activities and other promotional strategies, which are bringing consumers a richer shopping experience, so that seasonal and off-season goods can compete in the market.

What considerations do consumers choose to spend out of season?

Some people are concerned about economic benefits. "I will mainly consider the discount and try to make it cheaper. For example, the price of the down jacket I bought at the beginning of the month will be halved. Everything is the same, and I don't need it urgently. Buying it out of season can save a lot of money," said Wang Yunruo from Shenyang, Liaoning. Pursuing cost performance and valuing practical value, such consumers have become the main force of off-season consumption.

Some people care about getting a better experience. Jiao Qiheng, a ski enthusiast from Shanghai, said: "Compared with winter, it will be cheaper to ski across peaks in summer, whether for equipment or coaching. More importantly, there will be fewer people than in winter, so you can enjoy the ski resort better, and the experience will be significantly improved."

How can businesses take advantage of the anti seasonal consumption trend to do business well?

"Buy when you catch up" - In response to this consumer psychology, many businesses regard marketing as the top priority of off-season sales, and begin to operate off-season goods as a new track. From the official special session to the e-commerce live broadcast, the off-season sales are showing unprecedented heat and vitality. Not long ago, the head anchor of the short video platform launched a special show for Australian cashmere coats, which was broadcast live for 6 hours, with a total sales of more than 17 million yuan; Several anchors and brands officially launched a special live broadcast of off-season down jackets, with sales exceeding 1 million yuan. A ski school in Beijing launched a special ski class of "0. 8% off in summer" on the e-commerce platform, attracting more consumers who have not yet taken action to experience the ski resort.

In the eyes of many consumers, preferential prices have always been a prominent feature of off-season sales. The popularity of off-season sales also reflects consumers' pursuit of cost performance. The 2024 China Youth Consumption Trend Report points out that young consumers are increasingly paying attention to the actual value of consumption and pursuing the maximum benefit of each expenditure. The price that is easily halved is undoubtedly a strong incentive to promote the anti seasonal consumption craze.

On the other hand, the young generation of consumers will bring their personalized needs that break through the rules and focus on themselves into the market, which also drives businesses to optimize and refresh their products, becoming a new force to promote the growth of anti seasonal consumption. Take the clothing market as an example. On the social platform, topics such as "off-season wear and match" have reached 1 billion views. New styles and new processes such as down skirts and summer sweaters have met the aesthetic needs of young consumers to break the seasonal restrictions. For example, "water-soluble wool" with the appearance of knitting wool and the cool soft waxy touch makes it possible to wear sweaters in summer. "It is difficult to predict the changes of the clothing industry every year. Since 2017, many businesses have started selling anti seasonal products. But in order to improve the quality and upgrade the down jacket industry in the medium and long term, we encourage businesses to pay more attention to original design, so as to break through the concept of low and peak seasons in the market." Wu Xuequan, executive vice general manager of Pinghu · China Garment City, said in an interview.

Wang Xiaoyi, a professor at the School of Management of Zhejiang University, believes that anti season sales is a fashion trend phenomenon, reflecting the diversification and personalization of market demand. At the same time, the marketing packaging around the "off-season" also reflects the business wisdom of businesses to seize new business opportunities, and the supply of the consumer market is increasingly rich.

"As long as we catch the passenger flow, it is the peak season", what new tricks will be played in the off-season consumption? (Wang Yixiao)

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