Consumption Value Change &Nbsp; Department Store Value Waver

China's consumption values are changing.

China's consumption values are changing, mainly due to three aspects.

First, from the impact of cyber culture.

The development of network culture is fast and the coverage is strong. It satisfies the public's potential desire for social life, and makes the group that accounts for more than 30% of the Chinese population consciously and rationally accept and turn to network ecology.

Second, the internal conflict of social values.

On the one hand, China is a unique leader.

Reform is concentrated on four aspects:

1, the perception of price, quality, quantity and value has changed.

The connotation of quality concept adds emotional value. The mainstream of new value pursuit is that the fashion cycle is short, the design is unique, the price is low, and the quality meets the fashion cycle.

2, pursue emotional value beyond material.

In 2007, the Ministry of economy and industry of Japan issued a special policy to set the year of 2008 to 2010 as the year of sensibility creation, and put forward that "sensibility" is the fourth value axis after "quality", "trustworthiness" and "price".

3, pursue luxury goods in overseas markets.

The consumption of luxury goods by Chinese consumers has ranked before the US, ranking second after Japan, and has become the main force of luxury consumption in the European and American markets.

Going out and consuming luxury goods on a large scale is an unprecedented feat in Chinese history. It is not only a change of China's consumption values, but also a worldwide consumption concept.

4. Independent participation and independent editing process.

Consumers generally use new communication terminals such as network, query machine, cell phone and so on. They follow up the experience of retailers, manufacturers and other consumers, participate in the evaluation and maintenance of products, and even edit the purchase process independently through group buying.

Differences in values among different strata

Although we do not mention the division of economic strata, the objective existence is that with the increasing gap between the rich and the poor, the gap of consumption concept among different economic strata is widening.

The interaction between consumption value and consumption behavior forms several basic types.

Shortage consumption

Consumer purchase, consumption and possession of commodities are all the minimum guarantee for living, and most of them are not available for their favorite products.

First, low income or relatively low income leads to reduced consumption; two, there is a desire to buy, but the future is not optimistic, so we have to reduce the purchase now.

This part of consumption is the consumption of quantity, the basic characteristics are: low price, low quality and low added value; consumers only have basic requirements for quality, can not expect, and therefore feel inferior.

Appropriate consumption

Sustaining life and suitably pursuing fashion, improving the quality of life and pursuing emotional pleasure are the dominant consumption tendency. There is little extra spending. If there are specific events or places, there will be a little consumption.

The basic characteristics of this consumption concept are: low price, medium and high quality, low and medium perceived performance.

What is important is that this is consistent with the growth and growth of the middle class. These people are very demanding about quality.

Advanced consumption

The desire to purchase is very high, and it is not enough to spend enough money to generate loans, or it is expected that the income will be very high.

Part is aristocratic luxury luxury consumption, with the help of material packaging image, establish social role and participate in the game of social interest groups.

They are young, pursuing fashion, representing new trend of values.

The basic characteristics are: high price, high sensibility, high quality, super high brand performance, pursuit of brand, but not necessarily brand culture.

Unwilling to consume

Or in the quiet and inner feelings, or from the extravagant consumption, come back to the simple and simple realm of simplicity, or live in a period of change, have new values for consumption, do not want to spend money, belong to the materialized consumer groups.

These people, who have either seen the material consumption or experienced their hard life, have formed simple habits and habits, and do not want to make big changes after entering middle age.

A group of middle-aged people tend to this simple natural consumption pattern, or they can always say that they always have this conservative consumption pattern.

The above four modes exist in China's current economic life, but exist only in different regions, different economic classes, and in different ways according to their own.

The value of department stores is wavering.

1, the information obtained from various channels proves that with the change of consumption values, the value evaluation of department stores can be classified as: basically stable quality, high price, similar design and lack of emotional value appeal channels.

Personalized consumption and experience consumption basically remain in oral.

In the past few years, interactive marketing and high experiential services, which have been disseminating in the past few years, become obsolete and outdated in the face of new consumption values. Let's see who is still leading the fashion consumption trend.

2, the core value of department stores, that is, the pattern of commodity organization has never been changed, and the leadership of traditional production relations can not be promoted simultaneously with new technologies and new concepts. No matter whether commodity channels, category design or humanized service contact points have been followed up by changes in consumption values, there is a lack of rapid expansion of planning, and it is also a piece of cake on the crazy inflation train with the help of national policies.

In other retail forms, especially the rapid development of Internet sales, when department stores update their core values, they become entangled questions in the whole industry.

3, in recent years, according to the department stores upgrading business grade and meeting the positioning target of middle and high consumption, its main target consumer group is the advanced consumption class, and the appropriate or basic consumer group is only the basic customer group.

From VIP training, senior member services and other aspects, we can witness the desire for self promotion of department stores.

From the tendency of high consumption groups to turn luxury goods to local areas and countries in a large scale, the VIP loyalty of department stores and their value to enterprises are very low, reflecting the fact that the growth of the target value growth of department stores is not high enough.

What is the next step for the department store? Is it a return to the civilian population who is properly consumed, or is it the base of mass consumption to cultivate a shortage of consumption?