Huangshan is packed with people waiting for Haidilao for 2 hours. Has revenge consumption begun?

After three months of epidemic prevention work, travel during the Tomb Sweeping Day holiday has gradually recovered.

At 6:30 a.m. on April 5, the parking lot at the Tangkou area of ??the south gate of Huangshan Scenic Area was close to capacity, and traffic restriction measures were about to be taken.

At 7:39 a.m., the scenic spot issued another announcement: The number of people in the scenic spot reached the passenger flow limit of 20,000, and tourists were stopped from entering the park.

Suning Department Store’s sales of outdoor products increased by 57% year-on-year in March, and fitness products increased by 95.6% year-on-year.

In the past March, Bianlifeng’s coffee returned to fourth place on the best-selling list. In Shanghai, coffee sales at Bianlifeng stores have doubled, with the largest purchase order reaching 93 cups.

As of March 18, Haidilao has reopened 177 new stores in Tianjin, Beijing, Shanghai and other cities, and a total of 509 stores have resumed dine-in service. However, the business hours of all Haidilao stores have been changed to 10:00 am to 22:00 pm.

Even so, it is still overcrowded during the peak meal period, and you have to wait for 2 hours before you can eat.

With the effectiveness of epidemic control, the number of confirmed cases in most areas across the country has now returned to 0, and there are no new cases. More than 80% of catering companies can conduct dine-in dining, and the tourism industry is gradually recovering, which also makes people feel that life is gradually getting back on track.

After two months of "staying" at home, people can't wait to go out for entertainment and dinner.

We are still in the new coronavirus prevention and control stage. Most restaurants have begun to open, but schools There was no notice of the start of school, entertainment venues and gyms are not open yet, and many tourist attractions are still limiting the number of people allowed.

Consumers’ consumption patterns have certain limitations. However, judging from the recovery of the catering industry, we can already feel the enthusiasm of consumers. Although the recovery of dine-in dining is not ideal, takeaway data continues to increase. Soaring. Milk tea takeaway orders in Wuhan increased nearly eightfold in three days.

However, the recovery of large-ticket consumption such as real estate and automobiles has not yet begun. Especially after experiencing the epidemic, people are more cautious about large purchases. According to statistics, as of early April, retail sales in the automobile market are still declining. Some netizens said: "After all, buying a house or a car is not an impulse purchase, and it is not as cheap as eating a meal or watching a movie. It requires more consideration." ”

In the past, Haidilao, where you could eat whatever you wanted, milk tea, which was a must-have for shopping, and gyms where you could check in for fitness, have become very luxurious during the epidemic.

Some netizens said: "After the epidemic, I will definitely drink all the milk tea in the milk tea shop!", "I will have a great time and never stay at home again!".

However, some netizens said: "As long as I keep my job, I don't have any other extravagant expectations, just don't get fired." "If you want to retaliate for consumption, you have to have income. It's good if you don't get a salary cut now. How can I get revenge?"

The "stay at home" life during this period has changed many people's thinking and consumption concepts. As the post-90s generation has gradually stepped onto the main stage of consumption, the biggest change has occurred. It turns out that I can buy whatever I want and spend as much as I can, or even spend as much as I can. During the epidemic, they also realized the importance of saving money. More than 60% of consumers said that their future spending will become more rational.

At the same time, it also cultivated people's sense of urgency. At the beginning of the epidemic, many people thought it was just a simple flu. It was not surprising that they were not prepared with masks or alcohol. When the epidemic broke out, when they thought of buying masks, they had already been Sold out.

There are also some people who have experienced SARS and keep masks, alcohol and other supplies at home to be prepared. In fact, the same goes for financial preparations. Use saving money to fight unknown risks and change from impulse to rationality.

After the epidemic is over, schools will reopen, businesses will recover, and everything will be in a state of exhaustion.

Everyone will definitely rush to restaurants, cinemas, and entertainment venues that they have not seen for a long time, and will enter a short burst of consumption period, which will stabilize after this stage. And since the epidemic is over, schools will resume and work will be fully resumed, so that this outbreak period will not exceed the market's bearing capacity.

The catering and entertainment industries, which have experienced a two-month trough period, will usher in explosive growth. Some people believe that they should have fun in time and complete all they want to eat and play. The tourism industry will also usher in the peak period of tourism. It is a peak tourism season in itself. In addition, the mood that has been suppressed for a quarter must be fully released.

Due to the closure of restaurants, weddings will also be affected. Many couples have postponed their weddings and their hotel reservations also need to be rescheduled. The related decoration industry will recover, but the outbreak period of the decoration industry will not be until October this year.

There are also some companies that are in urgent need during the epidemic and will be affected after the epidemic.

For example, online office and online education, when offline office and learning are not possible, online office and teaching have become the main force. When returning to their normal schedule, people are more willing to choose offline communication. This kind of face-to-face communication is difficult to replace online.

At the same time, online medical care will also face impact. Instead of online consultation, face-to-face communication with doctors offline will make people feel more at ease.

Before the epidemic is completely over, we cannot relax for a moment and look forward to the early end of the epidemic.