In the past 2023, a trend of "reverse consumption" has become popular among young people. Special forces travel to climb Mount Tai and Wugong Mountain, eat barbecue in Zibo, and go to outlet stores to buy clothes. These are all representatives of "reverse consumption."
As time enters 2024, young people still have a soft spot for "reverse consumption". No, Harbin tourism is very popular during this period, and every plate of pot-wrapped meat is worth the price for tourists. More and more tourists insist that "it's not that traveling abroad is unaffordable, but that Harbin is more cost-effective."
In the three days of New Year's Day, Harbin has harvested nearly 6 billion yuan in total tourism revenue due to its "favorite fans", and has received a total of more than 3.04 million tourists. The number of flights to Harbin from all over the country has been temporarily increased by ten. On a certain travel platform, Harbin’s New Year’s Day travel orders increased 6 times, hotel orders increased 17 times year-on-year, and orders for ice and snow group travel products soared 79 times.
Young people not only "reverse consumption" when traveling, they also like to go to discount stores for daily shopping. Offline outlets and online Vipshop have attracted a large number of young people.
Outlets are overcrowded during New Year's Day. Outlets in Changsha, Shanghai, Beijing and other cities have experienced a wave of peak customer traffic. For example, at Youa Outlets in Changsha, the number of passengers exceeded 100,000 in the two days before the New Year's Day holiday, a year-on-year increase of 55%, and sales increased by 20% year-on-year.
Recently, domestic trendy brands have become the “most beautiful boys” in the consumer market. Vipshop data shows that Huaili’s sales increased by 88% year-on-year, Hongxing Erke increased by 78%, and Peak increased by 87%. Among them, young people are buying domestic products. The number of domestic products purchased by those born after 1995, the main consumer group, has increased by 200% year-on-year.
Fundamentally speaking, "reverse consumption" is the choice of young people to return to rational consumption. "Reverse consumption" does not mean not buying expensive things, but the belief that "you can buy expensive things, but you cannot buy expensive things." The idea is to pursue the balance between cost performance and quality.
Everyone no longer simply believes that "expensive means good", but pursues the pursuit of spending small money to do big things, and using lower costs to buy better quality goods and services.
This is also the fundamental reason for the rise of "reverse consumption" in the past two years. Young people are no longer blindly impulsive in consumption, but have their own understanding and will not change due to external comments.
Coupled with the rise of domestic brands, young people have more choices and have the consumer confidence to focus on self-experience rather than external evaluation. In the final analysis, "reverse consumption" is an upgrade of consumption concepts, and it is also a kind of "sobriety in the world" for young people.
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