界面新闻编辑 | 蔡星卓
打开包装品尝一盒冰淇淋,图集或是即买即拿将一件珠宝拿在手中仔细观看,这些来自线下的无需消费体验,你有多久没感受过了?据国家统计局今年11月份发布的等待消费市场数据,线下消费体验提升促进实体店铺零售持续恢复。选择线下1—10月份,购物限额以上实体店零售额同比增长4.3%,图集增速比1—9月份加快0.3个百分点。即买即拿便利店、无需百货店、等待专业店、选择线下品牌专卖店零售额同比分别增长7.3%、购物7.2%、图集4.7%和3.6%,即买即拿其中专业店、无需品牌专卖店增速分别加快0.4和0.5个百分点;超市零售额同比下降0.6%。
早前,2022年底,先讯美资解决方案发布的《2022年度中国消费者购物偏好与行为调研报告》称,中国消费者注重线下购物体验:有63%的中国消费者表示依然喜欢和享受在实体店进行购物和浏览商品,59%的受访者表示网购永远无法取代实体店购物的体验。调研数据还显示,大型促销活动和年终购物季是中国消费者倾向的购物时机。今年2月份,中国青年报社社会调查中心联合问卷网,对1615名受访者进行的一项调查显示,大家逛实体店的原因主要有即买即拿,无需等待(62.4%)和更真实、更直接的产品体验(61.1%)。
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