We could characterize the sentiment of Chinese consumers during the past few quarters and heading into 2024 as "In my Discount Era"
Here's why 👇🏼
By the end of November, Bestore (良品铺子), known for premium snacks, announced price cuts, averaging a reduction of 22% across 300 products, with the highest reaching 45%.
In the beverage industry, COTTI COFFEE(库迪咖啡) engaged in a year-long price battle with Luckin (瑞幸), offering coffee for as low as USD 1.4 or even USD 1.2 per cup.
Discount brand Hotmaxx (好特卖) is expanding its stores at a rate of 50 per month. The founder claims that "more than 90% of our products are cheaper than Pinduoduo, and we also dare consumers to compare prices online."
Hema has introduced "Mountain-moving Prices” (移山价) to compete with similar products from Sam’s Club and plans to convert all 350 offline stores into discount supermarkets.
In December, Sam's initiated long-term price cuts on numerous products, the fresh food platform Dingdong (叮咚买菜) opened its first outlet store, and Yonghui Supermarket (永辉超市) introduced "genuine discount stores" nationwide.
Looking ahead to 2024, price competition in China's consumer market will persist.
This trend is fueled by the increasing diversification of purchasing channels and brand choices as consumers become more rational.
What lies ahead is a reshaping of supply chains, brands, channels, and product structures.
However, price sensitivity does not equate to a compromise on quality.
Most consumers will choose products with price advantages only if they maintain the same or similar quality and will not sacrifice their pursuit of a high-quality lifestyle for lower prices.
Pricing Analyst, Advisor, Founder @ Senkrondata AI | Enriched and Structured Competitor Datasets with Product Matching - SaaS
7moFor the full report: info@senkrondata.com