Harbin ＂double 11＂ has made great efforts online and offline, and this year’s shopping mall is a bit ＂rolled＂

With the attack of "double 11", major supermarkets and e-commerce companies have seized the opportunity to offer preferential meals to Harbin citizens. Under the background that the Ministry of Commerce has designated this year as "Consumption Boosting Year", how can online and offline businesses use the "double 11" to expand domestic demand and promote consumption? What new characteristics does the ice city consumer market present? In the past few days, the reporter visited various business districts in the main city to understand the situation.

"Same price online and offline", even cheaper offline.

"It’s a pity that a brand of women’s wear that double 11 wants to buy has been sold out on the online platform. Unexpectedly, I found the same paragraph in the Haxi Wanda brand store, and the price is similar to that of the online flagship store after discount, so I won it decisively! " On the 9 th, Ms. Li told reporters.

This year’s "double 11" offline discount has become a highlight to attract consumers.

In the Central Mall, gold ornaments were reduced to 80 yuan, among which China’s gold brand was reduced to 50 yuan, and there was an activity of 8.8% discount on work expenses. Shanshan Outlets launched "double 11" online and offline activities with the same price, and NIKE reduced the 200 yuan for every 688 yuan of shoes, clothing and accessories.

"All shopping malls in Harbin are offering discounts, such as 30% discount for Yuanda women’s wear, and other beauty brand discounts are counted as shopping mall points, and the price is very affordable." Consumer Wan Xia said that compared with online, offline experience is better, especially the quality of beauty products sold offline is guaranteed.

During the period of "double 11", supermarkets also launched discount activities. In Biyoute, rice, milk, nuts, fresh food and other commodities were all discounted. During the visit, the reporter saw that there are also catering brands that launch online activities such as 1.1 yuan spike, buy one get one free and so on.

It should be noted that in addition to the activities launched by shopping malls, brand merchants also launch promotional activities. For example, Haxi Wanda, members of Hailan House will be sent to 100 yuan from 500 yuan, and they can also participate in the lucky draw.

Some consumers said that the superposition of brand discounts and shopping mall discounts will make some goods cheaper than some flagship stores online.

Enhance the richness of activities, and the "atmosphere" of major shopping malls is full.

"’double 11′ is a traffic competition. In order to compete for passengers, in addition to the price war, enhancing the shopping experience is also a trick for shopping malls to’ suck powder’." Jin Geng, director of the management and planning department of Harbin Central Mall, said that this year, the "double 11" Central Mall set up a lucky draw for China gold to take home. After a single purchase of 529 yuan, the lottery ticket was placed in the prize box on the first floor according to the relevant guidelines, so that consumers would have the opportunity to win a 2-gram gold bar.

"The lucky draw is divided into four draws. In order to make the effect more enthusiastic, we will set up a live broadcast of the whole draw in front of the mall on November 11th, so that more people can feel the atmosphere boosted by consumption." Jin Geng introduced.

Under the background of "Consumption Boosting Year", Harbin has vigorously carried out various forms of consumption promotion activities, and "atmosphere economy" is becoming popular, and various rich activities have kept consumers’ footsteps.

During the "double 11" in Xicheng Red Square, a Sino-French Environmental Month Cultural Exhibition and a Yuan Music Festival were set up, and a new product release show in winter was launched on November 12th to meet the diversified, personalized and socialized consumer demand of citizens.

"November 11th is the weekend. The shopping mall must be very lively. I have made an appointment with my friends to buy and play in the shopping mall!" Chen Ye has targeted Haxi Wanda’s Double Eleven Party, and participated in the two-dimensional parade at close range, highlighting a "fun".

In order to bring a richer consumer experience to the public, some shopping malls in Bingcheng have launched exclusive bank gift activities, such as Yuanda Nangang Store. Debit card customers of Shanghai Pudong Development Bank have bound WeChat payment in the department store or cosmetics area, and when they spend 999 yuan, they will be randomly reduced by 19.9 yuan to 200 yuan. The rotten wool has attracted many consumers to buy in the shopping malls, and the shopping experience is instantly full.

According to industry insiders, as the online traffic dividend peaks, offline entities should learn to seize the gap in traffic in their own way. All the shopping malls in Ice City are trying to enhance consumers’ shopping desire in the form of "social plus" by improving their shopping experience.

"Spend money on the cutting edge", rational shopping has gradually become the mainstream.

Every year, various promotional activities of "double 11" emerge in an endless stream. This year, both online and offline are fighting for "low price" and novelty. However, consumers seem to be becoming more rational.

Liu Yuanyuan, a consumer, said, "The goods bought to make up the bill are easy to accumulate dust at home in the end. This year, I only bought two winter down jackets online, and the others are daily necessities, which are worth buying after repeated research. In recent years, my family has paid more attention to spending money on the cutting edge. "

"This year’s double 11, shopping malls are really busy, and some discounts are very attractive. I have visited several places and so far I have only bought a necessary commuter bag for work. " After "95", Yu Lan said that in the past, every year in double 11, she would go shopping with her friends, because there would be discounts on milk tea and catering, eat some delicious food, and then touch some cute toys in several trendy small commodity stores, so that she could go home beautifully.

Participating in the e-commerce "double 11" every year makes the consumer Liu Shuang very tired. She believes that some merchants raise prices first and then lower prices, and finally let the merchants take advantage of it. "So now shopping is more rational and pragmatic, and it pays more attention to cost performance."

In this regard, some insiders believe that the preferential activities launched by the e-commerce platform this year are more direct than in previous years, which is a benign signal and a timely adjustment made by e-commerce in response to bad feedback from consumers.

According to the "2023 double 11 Annual Survey Report" released by global consulting firm Ai Ruibo, consumers expect to increase higher-end categories such as daily necessities, clothing, beauty and personal care products, and the purchase intention of luxury goods has the largest decline. When consumers choose products, authenticity and credibility, functionality and durability, materials and quality, safety and traceability are the main considerations, and rational consumption gradually replaces perceptual and impulsive shopping.

Harbin Daily reporter Chen Yue Wen/photo/video shooting and production