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"618"购物节折射出消费者需求变迁

发布者: 五毒 | 发布时间: 2024-6-21 03:41| 查看数: 32| 评论数: 0|

今年的"618"年中大促与往年相比,变得更加简单透明,取消了预售机制,也没有那么多复杂的规则。电商意识到,中国消费者现在更加注重商品的实际价值,除了实用又实惠的商品外,高科技的智能产品、运动服装、营养保健品都是销售额较高的热门品类。



A staff member collects goods at a JD bonded warehouse in Wenzhou, Zhejiang province, on Tuesday, during this year's June 18 shopping carnival. Amid the peak of June 18 promotion activities on e-commerce platforms, both online and offline enterprises and businesses have made every effort to secure sufficient supplies. LIU JILI/FOR CHINA DAILY

Chinese consumers have shown rising demand for homegrown products and intelligent electronic devices featuring innovative technologies during this year's June 18 shopping carnival, which experts said has played a vital role in stimulating consumers' purchasing appetite and promoting the recovery of consumption.

今年的"618"购物狂欢节折射出中国消费者对国产产品和拥有创新技术的智能电子设备需求的上升。专家表示"618"大促对于刺激消费者的购买欲望和促进消费复苏方面发挥了非常重要的作用。

Major Chinese e-commerce platforms have adopted a more pragmatic and simpler approach by canceling presale campaigns this year, with a key focus on cost-effective commodities and livestreaming to bolster sales.

今年,中国几大电子商务平台都采取了更加务实和简化的方法,取消了预售,重点利用性价比高的商品和直播来促销。

Data from e-commerce giant JD, which initiated the midyear promotional event, showed that the number of shoppers buying domestic brands surged more than 40 percent year-on-year over the weekslong gala, which kicked off at 8 pm on May 31.

发起"618"年中大促活动的电商巨头京东的数据表明,从5月31日晚8点开始的为期数周的促销活动中,购买国产品牌的消费者数量同比增长超过40%。

Young Chinese consumers increasingly opt for high-quality homegrown brands, with spending from the post-1990s and post-2000s generations accounting for more than 55 percent of the total sales of domestic brands, JD said. Sales of artificial intelligence-powered computers and smartphones via JD's online marketplaces soared 260 percent year-on-year in the first hour of the shopping festival.

京东表示,年轻的中国消费者越来越倾向于选择高品质的国产品牌,其中90后和00后的消费额占国产品牌总销售额的55%以上。在"618"开门红1小时,通过京东网购平台卖出的人工智能电脑和智能手机数量销售额同比大幅增长了260%。

According to Tmall, Alibaba's business-to-customer platform, more than 37,000 brands saw their sales double during the midyear promotional campaign, while turnover of domestic brands such as Midea, Huawei and Xiaomi exceeded 1 billion yuan ($138 million). Outdoor sporting goods, consumer electronic products and nutrition and healthcare commodities have witnessed robust growth during the shopping extravaganza.

阿里巴巴的B2C平台天猫称,在年中大促活动中,超过37000个品牌的销售额翻了一番,而美的、华为和小米等国产品牌的销售额则突破了10亿元人民币。户外运动用品、消费类电子产品以及营养和保健品的销售额在"618"大促期间也迎来强劲增长。

Online retailer Vipshop said sales of cycling clothes rose 54 percent year-on-year, while those of outdoor jackets were up 35 percent and running shoes, 30 percent, during the promotional gala, while turnover of clothing that integrates traditional Chinese elements with contemporary styles surged threefold from a year earlier.

在线零售商唯品会表示,在这次年中大促活动中,该平台骑行服装的销售额同比增长了54%,而户外短外套和跑鞋的销售额分别增长了35%和30%。新中式服装的销售额比去年同期增长了三倍。

"Consumption has become a major driving force for China's economic growth, and the June 18 shopping festival is pivotal to stimulating consumers' purchasing appetite and shoring up the economy," said Wang Yun, a researcher with the Academy of Macroeconomic Research affiliated with the National Development and Reform Commission.

国家发展改革委直属研究机构中国宏观经济研究院研究员王蕴表示,消费已成为中国经济增长的主要驱动力,"618"购物节对于刺激消费者的购买欲望和推动经济发展极为重要。

Jason Yu, general manager of Kantar Worldpanel China, a market research provider, said, "Price is a basic and core competitiveness for e-commerce platforms, as consumers are inclined to purchase premium products with high cost-effectiveness during the June 18 shopping festival."

市场研究数据提供商凯度消费者指数大中华区总经理虞坚表示:“价格是电商平台的基本和核心竞争力,消费者在"618"购物节期间都倾向于购买性价比高的优质产品。”

Yu said domestic brands have stepped up investment in technological innovation, research and development, while improving the quality of products to cater to demand from value-conscious consumers.

虞坚表示,国产品牌加大了对技术创新和研发的投资力度,同时提高了产品质量,以满足注重价值的消费者的需求。

Ray Hu, partner of business consulting at global consultancy EY, said that as Chinese consumers are now more aware of purchasing value, major platforms have adjusted their promotional strategies by canceling the presale mechanism, aiming to increase price transparency.

全球咨询公司安永咨询服务合伙人胡立基表示,由于中国消费者现在更加追求商品的价值感,主要电商平台已经调整了他们的促销策略,取消了预售机制,目的是增加价格透明度。

Offline retail has been integrated more into this year's online shopping festival than in previous years, said Hu.

胡立基表示,与往年相比,今年的网购狂欢节更多地整合了线下零售的资源。


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