Employees arrange imported products at a warehouse in Jinhua, Zhejiang province, on June 18. PAN QIUYA/FOR CHINA DAILY
The 618 shopping festival, once dominated by price comparisons and heavy discounts, is increasingly being shaped by consumer demand for value, differentiation and lifestyle relevance, said experts.
A survey released by iiMedia Research showed that 57.59 percent of consumers participated in this year's promotions mainly for new launches and exclusive products, compared with 34.72 percent who were primarily driven by discounts.
The figures suggest that while price remains an important consideration, it is no longer the decisive factor in shaping purchasing decisions, as consumers place greater emphasis on product usefulness, uniqueness and long-term value.
Gao Chengyuan, president and CEO of Guangzhou TY Marketing, said the shift reflects a gradual change in consumer decision-making patterns.
