Source: Zhoushan Daily – Zhoushan.com
Before the Spring Festival, the sales of middle-aged and elderly clothing were hot. Photo by reporter Yao Shunyu
Wearing new clothes for the New Year is a traditional custom in Chinese, and as the Spring Festival approaches, the clothing market in Island City enters the peak sales season. Last Saturday afternoon, the reporter visited offline shopping malls and individual stores and saw that the enthusiasm of citizens for buying clothes was very high, and merchants also launched various promotional activities to help this “hoarding tide”.
Elderly citizens “hoard clothes” with high enthusiasm, affordable pictures, and love bright colors
Among the people who buy new clothes for the New Year, the enthusiasm of the elderly citizens is particularly high. There are many elderly shoes and clothing stores near the East Gate Station of Jiefang East Road in Dinghai District, and many elderly people are choosing new clothes in the store that afternoon.
“I have to buy it every year and change it to a new one from head to toe. Now that everyone’s life is better, not only for the New Year, but also for every happy event, our family has to buy new clothes. Aunt Jin, 73, brought her 76-year-old sister to the store to pick out new clothes, and finally bought a warm coat for her sister.
“We elderly people are especially interested in buying new clothes for the New Year, and if we want to buy brightly colored ones, we usually come to this kind of store to buy them, which is affordable.” Aunt Jin told reporters that the clothes in these middle-aged and elderly clothing stores are usually more affordable and the quality is visible. “The same coat is sold here for two or three hundred, but it can’t be put in the mall without four or five hundred.” Online shopping we elderly are not very good at using, or offline purchase is convenient. ”
Ms. Xia, the owner of Yichen clothing on Jiefang East Road in Dinghai, told reporters that the middle-aged and elderly clothing stores in the area of Dongmen Station were originally opened in the small department store near the Cultural Square, and many shops moved here after the market closed last April. “Business will be better than usual during the New Year, but this year due to the epidemic, and the flow of people here is not as good as the original department store market, so the overall sales volume is not as good as in previous years.” Ms. Xia said that the style of middle-aged and elderly clothing has not changed much in recent years, only slightly different in the detail design. “Young people like black, white and gray, but old people like to buy brightly colored ones, and the New Year is more festive.” The price of the clothes purchased is mostly two or three hundred yuan. ”
Red is still a popular color for Chinese New Year clothing
In addition to elderly citizens, many parents also take advantage of their rest days to take their children out to buy new clothes for the New Year. Ms. Fu, a clerk at MiniPeace (Peacebird Children’s Clothing) in Kaihong Plaza, Dinghai, told reporters that because Kaihong is celebrating its anniversary, there are many parents who bring their children to buy new clothes on weekends. “After the twentieth month of La Yue, it is the most popular period of sales a few years ago, and sales can increase by 50%~60% compared with usual days.” In terms of variety, children’s annual clothing is quite popular. “Children’s clothing with red elements, elements of the Year of the Tiger and elements of traditional Chinese clothing are selling well.”
Ms. Zhou, the owner of Jamie Bear’s children’s clothing store on Zongfu Road, Dinghai District, showed reporters several new New Year clothes: “Little girls like this delicate gauze skirt lining, and then put on a cotton jacket or down jacket, boys are mainly down jackets.” The red color is more popular every year. ”
In terms of price, the price of a brand children’s clothing winter clothing is mostly three or four hundred yuan and above, and the down jacket is basically thousands of yuan. Ms. Liu, a citizen, bought a new outfit with her child: “Should I buy or will buy, the whole family has a new look after the New Year, and the child prefers to make a new picture, and we usually buy him new clothes a few weeks in advance.” ”
Merchant promotions are frequent Young people prefer to buy online
In order to take advantage of the “hoarding tide” a few years ago, merchants have also made every effort to launch a variety of promotional activities.
The reporter saw in Dinghai Kaihong Square that almost every clothing store has recently launched preferential activities, such as three pieces of six discounts, folded on the fold, winter buy one get one free, and merchants have launched celebration winter clothing special sales.
Offline promotions can be seen everywhere, and online promotions are also one after another.
After “Double 11” and “Double 12”, the Tmall platform recently launched the “New Year Festival” activity, which is still a familiar full discount discount. Citizen Xiaoqiu told reporters that his new clothes this year are “solved” online. “I bought an overcoat and a pair of boots, and it cost me more than eight hundred yuan. Such a set in a physical store, without one or two thousand yuan can not be bought. Xiaoqiu said that buying clothes online is often cheaper than offline physical stores, and now she basically does not visit offline women’s clothing stores. Although there are a lot of online activities now, every day is a shopping festival, and I usually buy some clothes from time to time, but I will still buy a few more pieces in the New Year. ”
However, physical clothing still has a loyal audience, and citizen Ms. Cheng chose several new clothes for her daughter on the same day. “The pictures of online merchants are good-looking, but the actual quality is not guaranteed, and it is too troublesome to return and exchange goods, I still like to buy offline.”
Ms. Wang, the owner of Hanyun’s original design clothing on Dinghai Zongfu Road, told reporters that young people will prefer original design brands when buying clothing offline. “Young people don’t like cookie-cutter styles, niche design brands are more popular with them. Including online purchases, more and more young people are choosing stores with original design brands. After an original design becomes popular, many stores often imitate it and sell it at a lower price, “In order to avoid the wrong version of the goods, customers who are more concerned about quality will still come to buy offline.” ”
This article is from [Zhoushan Daily-Zhoushan Net] and only represents the author’s views. The national party media information public platform provides information release and dissemination services.