sales of down jackets, ski products and other related products are on the rise, competing with seasonal goods for the market - why is off-season consumption becoming popular?
2024-08-29
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what to wear depends on the season; but how to buy is a science.
recently, a set of off-season shopping guides for "buying winter clothes in summer" has been circulating on the internet. in august this year, pinghu china garment city, a well-known domestic down jacket professional market, sold 1.6 million down jackets in three days, with sales reaching 320 million yuan. this off-season consumption has heated up the market.
the idea of off-season consumption affects not only the clothing market, but also many other industries. for example, some seasonal sports that require specific venues and facilities also see unexpected peaks in traffic during the off-season. according to ctrip data, in july this year, searches for ski-related products increased by 89% month-on-month, and orders for tickets to related scenic spots increased by 41% month-on-month.
it is understood that off-season sales are usually a promotional method for merchants to clear inventory during the off-season, which not only helps merchants increase sales, but also provides consumers with more favorable products. at present, off-season promotions are no longer limited to simple clearance sales. various forms such as short video marketing, live streaming, and promotional strategies such as limited-time discounts and full-reduction activities are bringing consumers a richer shopping experience, allowing seasonal and off-season products to "compete" in the market.
what considerations do consumers have when choosing off-season consumption?
some people care about economic benefits. "i mainly consider the discount and try to get a bargain. for example, the down jacket i bought at the beginning of the month was 50% off. the items are the same and i am not in a hurry to use them. i can save a lot of money by buying them off-season," said wang yunruo from shenyang, liaoning. consumers who pursue cost-effectiveness and value practicality have become the main force of off-season consumption.
some people care about getting a better experience. jiao qiheng, a skiing enthusiast from shanghai, said: "compared with winter, skiing in summer is off-peak, and both equipment and coaching fees are cheaper. more importantly, there are fewer people than in winter, so you can enjoy the ski resort better and the experience is significantly improved."
how can businesses take advantage of the off-season consumption boom to do better business?
"buy it when you can" - in response to this consumer psychology, many businesses regard marketing as the top priority of off-season sales, and begin to operate off-season products as a new track. from official special promotions to e-commerce live broadcasts, off-season sales are showing unprecedented popularity and vitality. not long ago, a head anchor on a short video platform started a special sale of australian cashmere coats, live broadcast for 6 hours, with total sales exceeding 17 million yuan; and many anchors jointly launched a special live broadcast of off-season down jackets with the official brand, and many sales exceeded 1 million yuan. a ski school in beijing launched a special skiing course with a "summer 80% discount" on the e-commerce platform to attract more consumers who are interested but have not yet taken action to experience the ski resort.
in the eyes of many consumers, preferential prices have always been the outstanding feature of off-season sales. the popularity of off-season sales also reflects consumers' pursuit of cost-effectiveness. the "2024 china youth consumption trend report" pointed out that young consumers are paying more and more attention to the actual value of consumption and pursuing the maximum benefit of every expenditure. the price that is often halved has undoubtedly become a strong incentive to promote the off-season consumption boom.
on the other hand, the younger generation of consumers will bring personalized needs that break through conventions and focus on themselves into the market, which will also drive merchants to optimize and renew their products, becoming a new force to promote the growth of off-season consumption. taking the clothing market as an example, on social platforms, topics such as "off-season wear" have as many as 1 billion views. new styles and new processes such as down skirts and summer sweaters meet the aesthetic needs of young consumers to break seasonal restrictions. for example, "water-soluble wool" with a knitted wool appearance and a cool and soft touch makes it possible to wear sweaters in summer. "it is difficult to predict the changes in the clothing industry every year. since 2017, many merchants have begun to sell off-season models, but in order to achieve quality upgrades in the down jacket industry in the medium and long term, we encourage merchants to pay more attention to original design to break the concept of market off-seasons." wu xuequan, executive deputy 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 off-season sales are a fashion phenomenon that reflects the diversification and personalization of market demand. at the same time, the marketing packaging around "off-season" also reflects the business wisdom of merchants in keenly capturing new business opportunities, and the supply of the consumer market is becoming increasingly abundant.
"as long as we can capture the customer flow, it's the peak season." what new tricks will off-season consumption bring? (wang yixiao)
source: people's daily overseas edition
