Retaliatory Consumption VS Retaliatory Savings, Which One Do You Choose?

In the super long holidays under the epidemic, we are not only confined to our bodies, but also multifarious consumption needs. Many shopping centers and shops have been opened, and express takeaway has been resumed. Many of the curtilage houses have put the "revenge consumption" into practice.

Zhejiang Hangzhou Tower resumed business, breaking five hours sales volume of 11 million yuan; seabed fishing (demand area: 800-1500 square meters, has been stationed in 291 shopping centers), and the order of tea delivery has long been saturated; Guangzhou ceramic house food return, many diners queued up in the morning.

Can be equally affected by the epidemic, is the wallet of consumers, many people plunged income or even no income, "revenge money", "retaliatory savings" and other voices lingering.

Recently, micro-blog launched a vote: will you carry out "retaliatory consumption" after the end of the epidemic? Only 31 thousand of the 207 thousand people participated in the voting said they would buy and buy.

There are two reasons for saying "no": one is to ask "take revenge", the other two means "it is hard to save money at home".

Predictably, after a long period of time, the battle between "retaliatory consumption" and "retaliatory money making / saving" will continue in two years.

Retaliatory consumption opens the curtain?

Unable to get together to eat a big meal, sing K, the outing plan was wasted, the wedding was postponed, and the children could not go to the playground normally. Because of an epidemic, all consumption belonging to the "Spring Festival stalls" is depressing. People "shrink" not only the living space, but also the desire for consumption.

The longer the normal consumer demand is suppressed, the more factors will affect consumption. Moreover, the epidemic itself brings anxiety, fear, depression and many other negative emotions.

Therefore, "buy and buy" has become a common way to decompress consumers. Especially after the nationwide resumption of production and resumption of stores, the stores began to open, and the business of the express business resumed gradually, the consumer demand that was released suddenly gave birth to the symptom of "retaliatory consumption".

Although there is a majority of those who hold conservative opinions on the issue of "retaliatory consumption", they can not cover the heat of their discussions. 360 trend shows that after entering February, the focus of "retaliatory consumption" has increased significantly, and even reached its peak in March 5th.

Many analysts believe that as the epidemic improves, consumer demand for depression will be released. Financial writer Wu Xiaobo also mentioned in his speech, "in the second half of 2020, we will see monetary easing, large-scale industrial investment and public retaliatory consumption."

Of course, after experiencing the "reshaping" of the epidemic, nowadays, whether it is the way of selling goods or the shopping habits of consumers, it is quite different from that before the epidemic. These changes also change the appearance of "retaliatory consumption".

Going online is still the hottest trend. According to Taobao's Taobao economic warmth released in March 12th, there are 12000 offline brands entering Tmall to open a new store recently. During the "38 Queen's Day" period, the number of merchants involved was 2 times that of last year, and the total number of products involved increased by 60%. Sales of over 20 thousand brands increased by over 100% over the same period last year, and Taobao's live broadcast could boost volume by 650% a day.

In the past two months, the number of new businesses added to Taobao's live broadcast has soared by 719%. Among them, the total amount of orders received by direct seeding merchants grew at an average rate of 20% per week.

It is not hard to see that in order to survive, more and more businesses choose to move from line to line, trying to find new traffic for the brand, and live broadcasting has become an effective means to get users online.

Compared to online, the "retaliatory consumption" below the line is late. Over the past 3 weeks, Huaxing investment bank's consumer Internet industry group has studied 1000 consumers. About 55% of the respondents expect to have retaliatory consumption in the short term after the epidemic.

In addition, we can see from the ranking results of consumption activities that we most want to see that mass consumption with strong social attributes is expected to rebound first. As some netizens have said, "my retaliatory consumption mainly refers to eating and drinking in vengeance."

Hungry figures show that in the week after the resumption of work in February 10th, Shanghai people consumed 160 thousand single milk tea. By the fourth week, this figure has turned into 330 thousand single orders, among which one user orders 77 cups of milk tea at a time. Recently, many businessmen have launched a "bottled milk tea" similar to barreled water, causing heated debate.

Although the shopping is not as good as "eating and drinking" under the line, it is also a major consumption scenario for "retaliatory consumption" under the line.

In February 20th, the Hangzhou Tower shopping mall in Zhejiang officially resumed business. Although the business hours were shortened to five hours (12 noon to 5 p.m.), the sales volume of Hangzhou Tower stores exceeded 11 million yuan, exceeding the sales volume of 12 hours (10 o'clock to 10 o'clock) in the whole year. On the same day, the first sale of the store was ear studs, and the turnover was worth six thousand yuan.

Comparatively speaking, the passenger flow and sales performance of the hard luxury brands such as advanced watches and watches are close to the normal level. The sales staff of Hangzhou Tower said in an interview with the former Hangzhou network that "the price of the list is high, customers still need to be assured at the scene", and the details of the table can be communicated well through the online channels at the early stage. On the same day, the first high priced passenger business in the mall was a single list business, with turnover exceeding 350 thousand yuan.

Above, it is not hard to see that depressed consumption is indeed released, but it is obviously concentrated in some areas, especially the "small, dense frequency" products and experience.

Retaliatory money making or saving is the general trend.

When the "retaliatory consumption" is often placed on the topic list, a counter discussion on "retaliatory money saving" also pokes the hearts of many consumers.

It is an indisputable "cruel" reality that the number of people's income and expected income has decreased significantly. "If you haven't got any income, how long will your money last?"

For most young people, they did not earn much money, and there were various kinds of expenses, such as credit cards, flowers and mortgage loans. Under the epidemic, many "office workers" were even laid off by companies directly.

Under these circumstances, retaliatory consumption is nothing but a "too good" empty talk. Instead, it saves money and makes money to keep a sense of security.

In this way, we can see a group of young people who are opposite to consumerism on social networking sites. They are showing the incomparable "persistence" of making money and the executive power of hard core.

Tencent CAITONG launched 10000 major fund investors in China to conduct research on investment behavior of the capital. During the epidemic period, 68% of the fund investors were more concerned about financial investment related information than usual. 59% of the fund investors increased the number of investment and financing operations during the epidemic period, and 67.76% of the fund investors bought shares and mixed funds during the epidemic. Obviously, investing in finance has become a means of retaliation.

In the past, many netizens who spent only Alipay "Hua Bai" spent most of the epidemic became "Bao Bai youth", while earning money while earning marginal interest.

According to Ali big data, recently, the 30 to 35 year old age group has the worst performance in consumer electronics consumption, and the consumption volume has shrunk by 20% over the previous period. Sales of high-end skin care products and high-end red wine, such as the so-called "new middle class", have all plunged sharply.

The luxury industry has also been hit hard. Recently, the luxury industry under the influence of offline sales began to seek a breakthrough online. For example, Prada and Delvaux chose to open flagship stores in Tmall and Jingdong to attract online tourists.

In particular, after knowing that Prada opened Tmall flagship store, most netizens said "it's more convenient", but Tucao "wants to buy, but I'm poor."

In addition to consumption or consumption, the "cost-effective" alternative consumption is also a typical behavior under the "retaliatory deposit".

On the one hand, from the outbreak of the outbreak to the resumption of work, the "cloud entertainment" and "home economy" have been popular, shopping, exhibitions, fitness and so on can be completed online, and online consumption habits extend to the traditional areas of rigid demand. Some consumers have realized that compared with the daily buying and selling, diversified consumption, entertainment and leisure are also good alternatives.

In addition, according to some market research, the "retaliatory consumption" in people's mouth is probably just a kind of "compensatory consumption" to fill the depressed demand during the epidemic. The content of their consumption is mainly beer and skittles, and the psychological period of compensation is very short.

During this period, unnecessary expenditures for life will be reduced. For example, we usually drink Starbucks in the afternoon tea, or because of the "purge" of the wallet during the epidemic period, or choose not to drink, or choose a relatively cheap drink instead.

　　 summary

Through this epidemic, many people have changed their outlook on life and consumption. On the one hand, they understand the meaning of "doing things in a happy way" and begin to plan "buy and buy" with this concept. On the other hand, they realize that it is equally important to have surplus grain in the face of sudden disasters.

But whether it's "vengeful consumption" or "vengeance saving / making money" is an idea of life after the outbreak. After all, everyone has the right to choose their own way of life. There is no difference between right and wrong.