04/05/2020
BEIJING (Reuters) – Tang Yue, a 27-year-old teacher from the city of Guilin in southwest China, steam-presses a blue dress and takes dozens of photographs before picking one to clinch her 200th online sale.
For a growing number of Chinese like Tang, hit by job losses, furloughs and salary cuts, the consumer economy has begun to spin in reverse. They are no longer buying – they are selling.
Instead of emerging from the coronavirus epidemic and returning to the shopping habits that helped drive the world’s second-largest economy, many young people are offloading possessions and embracing a new-found ethic for hard times: less is more.
With Tang’s monthly salary of about 7,000 yuan ($988), the self-described shopaholic said she has bought everything from Chanel lipsticks to Apple’s (AAPL.O) latest iPad in the past three years.
But the adrenaline rush that comes with binge-shopping is gone, said Tang, whose wages have been slashed with the suspension of all the classes on tourism management she usually teaches.
“The coronavirus outbreak was a wake-up call,” she said. “When I saw the collapse of so many industries, I realised I had no financial buffer should something unfortunate happen to me.”
There is no guarantee that the nascent minimalist trend will continue once the coronavirus crisis is fully over, but if it does, it could seriously damage China’s consumer sector and hurt thousands of businesses from big retailers to street-corner restaurants, gyms and beauty salons.
To be sure, there are signs that pent-up demand will drive a rush of spending as authorities reopen malls, leisure venues and tourist spots. In South Korea, the first major economy outside of China to be hit by the virus, people thronged malls this weekend to go “revenge shopping” to make up for time lost in lockdown.,
There are some signs that a similar trend will take hold in China, where some upscale malls are starting to get busy, although luxury firm Kering SA (PRTP.PA) – which owns Gucci, Balenciaga and other fashion brands – has said it is hard to predict how or when sales in China might come back.
A recent McKinsey & Co survey showed that between 20% and 30% of respondents in China said they would continue to be cautious, either consuming slightly less or, in a few cases, a lot less.
“The lockdown provided consumers with a lot of time and reasons to reflect and consider what is important to them,” said Mark Tanner, managing director at Shanghai-based research and marketing consultancy China Skinny.
“With much more of their days spent in their homes, consumers also have more time and reasons to sort through things they don’t feel they need – so they’re not living around clutter that is common in many apartments.”
#DITCHYOURSTUFF
Tang made a spreadsheet to keep track of her nearly 200 cosmetic products and hundreds of pieces of clothing. She then marked a few essentials in red that she wanted to keep. In the past two months, she has sold items worth nearly 5,000 yuan on second-hand marketplaces online.
Bargain-hunting online has become a new habit for some Chinese as the stigma that once hung over second-hand goods has begun to fade.
Idle Fish, China’s biggest online site for used goods, hit a record daily transaction volume in March, its parent company Alibaba (BABA.N) told Reuters.
Government researchers predict that transactions for used goods in China may top 1 trillion yuan ($141 billion) this year.
Posts with the hashtag #ditchyourstuff have trended on Chinese social media in recent weeks, garnering more than 140 million views.
Jiang Zhuoyue, 31, who works as an accountant at a traditional Chinese medicine company in Beijing – one of the few industries that may benefit from the health crisis – has also decided to turn to a simpler life.
“I used to shop too much and could be easily lured by discounts,” said Jiang. “One time Sephora offered 20% off for all goods, I then bought a lot of cosmetics because I feel I’m losing money if I don’t.”
Jiang, the mother of a 9-month-old baby, said she recently sold nearly 50 pieces of used clothing as the lockdown gave her the opportunity to clear things out. “It also offered me a chance to rethink what’s essential to me, and the importance of doing financial planning,” she said.
Eleven Li, a 23-year-old flight attendant, said she used to spend her money on all manner of celebrity-endorsed facial masks, snacks, concert tickets and social media activity, but now has no way to fund her spending.
“I just found a new job late last year, then COVID-19 came along, and I haven’t been able to fly once since I joined, and I’ve gotten no salary at all,” said Li, who said she was trying to sell her Kindle.
Some are even selling their pets, as they consider leaving big cities like Beijing and Shanghai where the high cost of living is finally catching up with them.
NO RETURN TO OLD WAYS?
As the coronavirus comes under control in China, the government is gradually releasing cities from lockdown, easing transport restrictions and encouraging consumers to venture back into malls and restaurants by giving out billions-worth of cash vouchers, worth between 10 yuan and 100 yuan.
But many people say they are still worried about job security and potential wage cuts because of the struggling economy. Nationwide retail sales have plunged every month so far this year.
Xu Chi, a Shanghai-based senior strategic analyst with Zhongtai Securities, said some Chinese consumers may prove the ‘21 Day Habit Theory,’ a popular scientific proposition that it only takes that long to establish new habits.
“We believe people’s spending patterns follow the well-known theory, which means most people in China, having been cooped-up at home for more than a month and not having binge-shopped, may break the habit and not return to their old ways,” Xu said.
Jiang said she was determined not to return to her free-spending ways and planned to cook more at home.
“I’ll turn to cheaper goods for some luxury brands,” she said. “I’ll choose Huawei’s smartphone, because (Apple’s) iPhone has too much brand premium.”
Tang, who has recently used 100 yuan of shopping coupons to stock up on food, is going to hold the purse strings even tighter.
“I’ve set my monthly budget at 1,000 yuan,” she said. “Including one – and just one – bottle of bubble tea.”
Source: Reuters
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24/09/2019
- Shanghai’s authorities have doubled the free-trade zone to 240 square kilometres by including part of Lingang, a previously untapped area linked to the Yangshan deep water port
- The expansion reflected the city’s renewed efforts to build a free marketplace that can rival regional business hubs such as Hong Kong and Singapore
Aerial photo taken on March 9, 2017 shows the Shanghai free trade zone (FTZ). Photo: Xinhua
Shanghai’s ambitious plan to turn Lingang into a Hong Kong-style free-trade port has yet to impress European companies due to a slow pace of enforcement with a series of liberalisations subject to Beijing’s approval.
The European Union Chamber of Commerce in Shanghai said on Tuesday that the business lobby group was expecting concrete measures to be implemented at the 119.5-square kilometre newly expanded free-trade zone (FTZ), which would whet European companies’ investment appetite, but it also vented dismay towards the slow progress.
It was advisable for the government to carry out planned reforms sooner to convince foreign investors of the golden opportunities inside the zone, said Carlo Diego D’Andrea, the chamber’s Shanghai chairman, who is also vice-president of the EU business chamber in China.
“After so many years [of waiting], we would like to see reform happen soon, not just the talks,” he said in an interview with South China Morning Post.
Shanghai doubled the size of the free-trade zone last month to about 240 sq km by including part of Lingang, a previously untapped area that is linked to the
Yangshan deep water port.
The expansion reflected the city’s renewed efforts to build a free marketplace that can rival regional business hubs such as Hong Kong and Singapore.
Where is China’s Silicon Valley? SCMP Graphics
Hong Kong’s ongoing street protests against a controversial extradition bill have wreaked havoc on the city’s economy and brought an
opportunity to mainland metropolises such as Shanghai and Shenzhen to catch up with the special administrative region.
Shanghai plans to impose zero tariffs on imported goods inside the Lingang FTZ, but the reform measures cannot be implemented unless the General Administration of Customs gives a green light.
Shanghai’s city government had proposed a series of incentives aimed at building Lingang into a world-class investment magnet, the free-trade zone’s deputy director Wu Wei said at a Friday press conference, without elaborating on when the policies might be endorsed by the relevant ministry-level authorities.
Professor Zhou Zhenhua, president of Shanghai Academy of Global Cities, said the central government was still cautious of taking drastic steps in quickly liberalising the Lingang FTZ amid worries of rampant capital and cargo flows.
US bestselling electric vehicle maker Tesla has built its Gigafactory 3 at the Lingang FTZ after it secured an approval from Beijing to establish a wholly owned assembly plant late last year.
The approval for the first wholly-owned foreign car factory on mainland China coincided with a sales drop in the country’s automobile market, the first contraction in nearly three decades.
“Why could not you have opened the market before when the market was booming,” said D’Andrea.
He said that the timing of scrapping the foreign ownership cap amid the first negative growth of the domestic car market in three decades was not enough to show Beijing’s determinations in drawing overseas funds.
Beijing has been harping on its resolution in further opening up the markets to foreign businesses as a way of amid the US-China trade war that began in 2018.
Source: SCMP
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