Zhongxin Jingwei Client, March 13 (Yan Shuxin Chang Tao) Someone ordered 77 cups of milk tea at one time, and someone ordered the "Yiben" barbecue, Haidilao was full on the first day ... The end, retaliatory consumption has come?

A consumption survey in Jiangsu Province shows that after the epidemic, nearly 90% of residents will have compensatory and retaliatory consumption. Industry insiders said that industries and segmented categories with the new generation as the mainstream consumer group are likely to usher in retaliatory consumption, but companies need to do some drainage and marketing.

The voice of netizens is the most real: "I thought I would take revenge, but I don't have money (money)." "I do n’t have revenge, do I have no idea?"

Photographs of new warp and weft

Is retaliatory consumption already here?

Academician Li Lanjuan said in an interview a few days ago: "Now the epidemic has been basically controlled across the country, and the epidemic in Wuhan has also improved significantly. I hope that all new cases will be cleared by the end of March."

Academician Zhong Nanshan said on the 12th that it is expected that the epidemic will end in June. Coronaviruses are less active in hot summers. But it also depends on the importance of each country. The National Health and Medical Commission said on the same day that the peak of the current round of epidemic in China has passed, and the epidemic remained generally low.

With the continuous resumption of work and production throughout the country and the situation of epidemic prevention and control continuing to improve, people's long-suppressed consumer desires have gradually been ignited.

According to media reports, a barbecue restaurant in Weifang, Shandong resumed work, and customers called directly to "bring a book," meaning that the entire menu was ordered. At first, the manager thought it was a prank. After confirming that it was correct, three people worked hard for three hours to get this big order, and the boss personally drove it to the door. The customer, Ms. Yuan, said that the takeaway cost 1,200 yuan, and eight people in the family did not finish the meal.

85 restaurants in Haidilaohuo resumed business yesterday (12th). Zhongxin Jingwei reporters learned that most of the restaurants that were reopened were full.

Source: Screenshot

Psychological counselor Peng Yi commented that Ms. Yuan's behavior described above is typical of retaliatory consumption, mainly related to compensation psychology. "Some time ago it was bad, all kinds of needs were suppressed, and once the work resumed, it started to explode, and there was excessive compensation."

Revenge offline and revenge online.

"38 Queen's Day" was the first large-scale online promotion during the epidemic. Data from Alibaba shows that in the just past Tmall "38 Queen's Day", the overall sales far exceeded last year, and sales of more than 20,000 brands increased by more than 100% year-on-year. Throughout the "38 Queen's Day" period, Taobao's live-streaming sales volume rose 264% year-on-year, and the highest day drove up the transaction volume by 650%.

Are you hungry? The data show that from the resume of work on February 10, in the first week, people in Shanghai consumed 160,000 milk teas; by the fourth week, this number became 330,000, one of them The user ordered 77 cups of milk tea at one time.

Photograph by Xin Jiawei, Zhao Jiaran

Will retaliatory consumption come?

Some insiders have analyzed that although the consumer market is showing signs of warming up, whether it can indicate that there will be retaliatory consumption after the epidemic has yet to be observed further.

Chinese food industry analyst Zhu Danpeng told the client of Sino-Singapore Jingwei that the epidemic would have a greater follow-up impact on Chinese consumers ’consumption thinking and behavior. After the epidemic is over, some industries related to big health will be more favored and sought after by consumers, which will also inject new vitality into China's big health industry.

As for "revenge consumption", which industries are most likely to appear? Zhu Danpeng mentioned that industries and segmented categories with the new generation as the mainstream consumer group are likely to usher in retaliatory consumption.

"For example, coffee, new milk tea and other types of food and beverage. During the epidemic, young consumer groups can be said to have gone mad, they have already figured out how to consume. During the epidemic, such industries have actually undergone a round of reshuffles and will survive Down are basically high-quality companies, which has also helped the industry to some extent. "Zhu Danpeng said.

Ma Bin, an associate researcher at the Institute of International Studies at Fudan University, also mentioned in an interview with the media that, for a long time before, the normal consumer demand for consumers was suppressed, and after the epidemic ended, retaliatory consumer behavior was likely to occur.

However, Zhou Ying, an analyst at Galaxy Securities, pointed out that the continuation of the epidemic may significantly reduce the income and expected income of a considerable number of people. Even after the epidemic is over, there may be some retaliatory consumption, that is, the suppressed consumption is released quickly, but there may still be a considerable part of the population, and the overall consumption capacity is reduced for a period of time.

The client of Sino-Singapore Jingwei was informed from the relevant population of a restaurant chain in Beijing. At this stage, the store still relies more on online take-out. Some of the stores have resumed dining, but few customers, "less than 10 tables a day, No so-called retaliatory consumption has been seen. "

The person in charge pointed out that after the epidemic, consumers will generally have a period of psychological panic and adaptation, and need to undergo a digestive process. "We expect this digestive process to continue for 1-2 months, when the company will do some drainage , Marketing, etc., to reawaken consumers ’desire for consumption. If retaliatory consumption occurs, we expect it to be after May 1st."

Da Yali employees provide temperature for a takeaway brother to take the temperature

Guo Qi, president of Beijing Duck Pear Catering Group, mentioned in an exclusive interview with the client of Sino-Singapore Jingwei that during the SARS period in 2003, Duck Pear's store operation gradually returned to normal levels about three months after the end of the epidemic. "During the epidemic, people's desire for consumption was suppressed. With the end of the epidemic, the desire for consumption will be slowly released and eventually erupt." Guo Qi said.

Netizen: No revenge, don't you have points in your heart?

On March 10, the Consumer Protection Commission of Jiangsu Province released the "Investigation Report on the Impact of New Crown Pneumonia Epidemic on Consumption Willingness of Residents of Jiangsu Province". The survey period is from February 25 to March 1, and nearly 90% of the respondents will be compensated. Consumption, meals, clothes and shoes, bags, movie K-songs, sports "steel iron" and outings became the preferred choices. Some cities, led by Xuzhou City, may see a wave of retaliatory consumption in the future. After the epidemic, the concept of housing consumption is more rational; the online fresh food, online medical treatment / pharmaceutical purchase industry has a better development situation.

A survey of 20,000 participants showed that 11.6% of the participants said that they would retaliate after the epidemic, and they would go to the supermarket and trade to "buy and buy"; 45.5% of the participants said that they would not retaliate, but instead To save money and make money with revenge; 15.3% of the participants said that there is no condition for retaliatory consumption; another 4% of participants said that they have never loved "buy and buy", and did not consider so-called retaliatory consumption.

Listen to the voices of netizens:

@MM 微 易: I thought I could get revenge, but I did n’t have money, ah, what a painful realization ...

@ 熊熊 熊 很 熊 bear: What is vengeful consumption? ? Am I not counting on myself? ? I'm almost going to get revenge without money

@ Waste materials have been successful by Amway: What about others, I dare not say, my own consumption must be reduced, and if the economy is not ideal, I must save more money, but the income is not high, it can only depend on the province Up

@Abuiiii: My wallet has already avenged me first

@ 清水 芙蓉 母 大虫: Revenge consumption? Thinking too much, I have to pay the mortgage in my pocket

@ 慕 北 北: Dare not to retaliate, reality will retaliate against me

Source: Weibo screenshot

For retaliatory consumption, Fu Yifu, a senior researcher at the Consumer Finance Research Center of Suning Finance Research Institute, suggested that consumers should establish the concept of "consumption is to meet actual needs" and "consumers should purchase the most suitable product in accordance with their actual conditions. .In the process of consumption, you must have your own opinions, try to avoid blindly following the trend, follow the trend, and prevent comparison with others. "

Steady growth in consumption must also guide consumers to rational consumption. Fu Yifu admits that this requires the joint efforts of all parties in society. The focus should be to increase publicity and education for consumers, help them to establish rational consumption concepts, and strengthen social supervision such as public opinion media, strengthen supervision of product quality and business operation behaviors of merchants, and guide businesses to regulate operations and promote integrity. Consumer protection laws and other legal norms protect the legitimate rights and interests of consumers. (Zhongxin Jingwei APP)

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