Online Shopping And Micro Shopping Diversion Golden Week Changsha Physical Retail Performance Is Not Ideal

Although during the "Eleventh Five Year Plan" period market Both the pedestrian street and the pedestrian street were occupied by the crowd, but according to the reporter's visit, it seems that the shopping craze during the "National Day" is not as hot as in previous years.

The sales performance of this Golden Week is not ideal

"This year is different from previous years. In previous years, there was one order that sold 20 pieces, but this year at most one order sold seven or eight pieces." Wangfujing, Changsha Department Store Zhang Jing (a pseudonym), the store manager of a women's clothing brand, disclosed.

This is the sixth "National Day" Golden Week since Zhang Jing became the store manager. In her opinion, the sales performance of this year's "National Day" Golden Week is not very satisfactory. The sales of the stores she is responsible for are among the top among all the stores in Wangfujing.

"As far as the current situation of our stores is concerned, there is a significant gap compared with last year's National Day." According to Zhang Jing, the sales data of last year's National Day was calculated from October 1 to 7, and the sales of their stores were about 400000 yuan. This year's "National Day", promotional activities began on September 28, and as of October 3, their sales were less than 300000.

"Although there are three or four days before the end of the National Day holiday, according to past experience, sales will tend to be flat after October 4, and the number of shoppers will be significantly reduced." Zhang Jing said frankly that she was worried about whether the sales task could be completed this Golden Week. According to her previous experience, the shopping climax of Golden Week is usually between September 29 and October 2, and the sales performance of the previous few days often determines the sales performance of the entire Golden Week.

Consumers are becoming more and more rational

"In fact, this year's sales promotion is much stronger than that of previous years." Zhang Jing said that during the "National Day" this year, in addition to the promotional concessions of major brands, Wangfujing also launched promotional activities such as three times of points for members, 888 yuan for 1000 yuan vouchers for the whole audience, and 80 points for 200 items in autumn. Last year, members mainly enjoyed two times of points.

One of the reasons why the business is not as hot as in previous years is that consumers are becoming more and more rational. "They will not covet discounts and will not form an atmosphere of looting." Zhang Jing revealed that, as early as two or three years ago, their brands sold out their clothes stored up last year at a high discount during the "National Day" promotion.

More importantly, online shopping has diverted a large number of customers. For example, since the first half of this year, micro stores and micro purchases have become increasingly active.

"When I turn on my mobile phone, almost all of my WeChat friends are Micro shop Product information of. When we held the senior leadership meeting in Wangfujing, we also mentioned that the arrival of the era of micro purchase has indeed had an impact on store sales. ”Zhang Jing said that in addition to Taobao, another shopping platform is sharing this big cake of consumption.

"What's more, Taobao is becoming more and more mature now, which can accurately search for the product information that customers need." Zhang Jing mentioned that many consumers who go to physical stores now tend to write down the item number, size, and color after trying on clothes, and then directly go to Taobao to buy them.

In addition, from September this year, all department stores in Changsha must truthfully fill in the invoice name column. In the past, clothing consumption can be invoiced for "gifts" or "office supplies". Zhang Jing believes that this may also affect the consumption heat this year.