The travel craze during the National Day holiday has not yet arrived, but in the consumer market, autumn and winter clothing, sports and outdoor activities have become popular first.
In mid to late September, clothing became a part of the cultural and tourism consumption chain during the Golden Week. Lin Shan, a mother born in the 1990s, booked a flight to Xinjiang with her family for the National Day holiday early on. However, one week before the holiday, Lin Shan's important task was to prepare clothes - working in a coastal city in the south, she prepared autumn clothes in advance, but it was still not enough. She noticed that "strong cold air before and after the National Day holiday will affect our country, and the national temperature will hit a new low after the beginning of autumn in a large area. From September 26 to October 1, most parts of China will experience a temperature drop from 4 to 8, and most parts of the north will experience a temperature drop of 10 to 12, with some areas experiencing a temperature drop of 10 to 12. 14 and above," Lin Shan urgently bought two lightweight down jackets on the e-commerce platform.
Before the long holiday, travel clothing has become a must-have. This consumption window has also become an opportunity for e-commerce platforms. The relevant person in charge of the special selling e-commerce platform Vipshop introduced that its platform will launch the "Super V Flash Purchase Festival" at 10am on September 28th. The event will focus on long holiday consumption and autumn/winter clothing. "Many well-known brands offer discounts as low as 10%, and super VIP users can enjoy discounts up to meet consumers' travel needs with high cost-effectiveness
From a data perspective, the consumption boom driven by the long holiday has gradually heated up after September 20th, with categories related to travel and sports receiving more attention from consumers. According to Vipshop data, since late September, sales of sports down jackets have doubled year-on-year, sales of sun protection jackets have increased by 65% year-on-year, and sales of assault jackets have increased by 42% year-on-year; In terms of autumn and winter clothing, sales of women's cotton jackets increased by 35% year-on-year; It is worth mentioning that Chinese aesthetics are very popular, and the sales of new Chinese style clothing have shown outstanding performance. Since late September, the sales of children's new Chinese style suits have increased threefold year-on-year.
Industry insiders say that from the pre holiday consumption trend, high cost-effective products that combine well-known brands with deep discounts are still the focus of consumers' attention. This is also reflected in the data of e-commerce platforms: before the Super V flash sale, the top products in consumers' collections were the Langzi mid length windbreaker, which was priced as low as 25% off, the KARLLAGERFELD 2024 autumn long down jacket, which was priced as low as 1856 yuan, and the Biyinle Fen men's autumn and winter hooded jacket, which was priced as low as 28% off.
Clothing, hotels, and airline tickets are just the prelude to long holiday consumption. China Galaxy Securities believes that the accumulated tourism demand during the National Day holiday is expected to be released, and tourism consumption is expected to increase month on month and year-on-year this year. At the same time, market regulatory authorities in multiple regions have issued consumption reminders during the National Day holiday. In the process of consumption, consumers should consume rationally, pay attention to quality, and safeguard their legitimate rights and interests in accordance with the law.