"I regret a day late"
Did you grab the "true fragrance" coupon?
Issuing financial subsidies or consumption vouchers can be an effective measure to boost consumption and an amplifier to promote production. In the epidemic, it is worth studying how to use consumer vouchers and financial subsidies more precisely and to better empower low-income groups.
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The "May Day" small long vacation is coming, and a large wave of consumption coupons for cultural travel is also coming with the consumption coupon boom. On April 27, Nanchang issued 10 million yuan cultural travel vouchers; on the evening of April 29, Ningbo will also usher in the first round of cultural travel vouchers, "plus" for "May 1" travel consumption.
Since Jinan announced the issuance of 20 million yuan of consumer vouchers on March 2, various regions have started to "red envelope rain." According to incomplete statistics, as of April 22, about 25 provinces (autonomous regions and municipalities) issued vouchers. Among them, 13 provinces and cities issued a total of more than 100 million yuan in consumer vouchers. Zhejiang Province ranked first with 4.647 billion yuan, Hubei Province ranked 2.368 billion yuan, and Guangdong Province ranked second and third with 976 million yuan.
Behind the "red envelope rain" in various regions, how can consumer coupons play the "multiplier effect"? What about consumers and merchants?
"True fragrance": "I regret a day late"
There are certain differences in the discount strength of consumer vouchers in various places, and consumers' sense of acquisition is also very different. According to the observation of the reporter, the discount strength of a single consumer coupon is between 10% and 50%. Among them, the consumption coupon of Sanshui in Foshan, Guangdong is 70 yuan less than 140, and the preferential strength of Guangxi consumer coupons also rose from 10% to Up to 25%.
On April 3, Zhejiang Shaoxing released the first round of consumption coupons totaling 30 million yuan, of which the largest number were shopping coupons and catering coupons, which were 200,000 and 80,000, respectively. Shopping coupons were over 60 yuan minus 20 yuan and full There are two types of food vouchers: 90 yuan minus 30 yuan, catering vouchers minus 90 yuan minus 30 yuan and 210 yuan minus 70 yuan, and 500 yuan "love red envelopes" are also distributed to low-income groups.
"Resurrected with full blood, you can buy and buy again." Cai Kun (pseudonym) from Shaoxing and his family received the first batch of consumer coupons in Shaoxing. Subsequently, Cai Kun went to the supermarket to consume two orders and used 2 shopping vouchers precisely. Among them, one order is 66.43 yuan, 46.33 yuan after the full reduction; one order is 95.33 yuan, plus red envelope deduction, only 55.23 yuan is used after the full reduction, mainly bought some pork, chicken, beef, yellow croaker, vegetables, rice Wait for food and some daily necessities.
Although consumption vouchers cannot be directly used for savings, they can be used to "extend" the service life through recharge. On April 9, Cai Kun went to Yimingzhen Fresh Milk Bar to recharge with 210-70 yuan of shopping vouchers, plus 10 yuan from the store, and 140 yuan to charge 220 yuan. "The discount is so great that the card was specially prepared."
On April 10th, Shaoxing issued a total of 645,000 coupons for the second round of consumption coupons, and was snatched away in 3 minutes and 40 seconds. Cai Kun found that although Shaoxing increased the number of stocks, the coupons were quickly robbed, and he and his family still grabbed them. "It's really fragrant!"
"Our family has received a total of 20 coupons, a total of 690 yuan, currently, 9 coupons have been used, a total of 270 yuan." Cai Kun said that the consumption cycle of the coupon is one week, of which, the first round of tourism The voucher and fitness voucher are invalid before they are used. However, in the second round, tourism and fitness were simply not available.
Under the impact of multiple rounds of consumer coupons, Cai Kun's spending power became "weak." On April 17, Cai Kun grabbed another 300 yuan coupon, including 1 dining coupon, 2 shopping coupons, and 2 travel coupons ... He wrote on social media: "I have bought a lot of daily necessities. It seems that the third round can't be eaten. "
On April 3, Quzhou, Zhejiang Province, began to issue consumer vouchers. Among them, there are dining and accommodation vouchers over 100 yuan minus 40 yuan, and shopping vouchers over 100 yuan minus 10 yuan. On that day, 50,000 coupons were sold out in 90 seconds.
"I just want to say that the coupons are really fragrant. At first, I thought it was a lie to us to spend money to benefit the merchants. It turns out that it is too late to set the alarm clock every day to grab coupons." Jiang Yiyi (a pseudonym) from Quzhou said that coupons are very useful. She is used to eat, buy clothes, recharge, etc. Her friends and colleagues grab coupons every day. "I can't get it, one second late, regret one day!"
It's not uncommon for consumer coupons to be released as soon as they are released. On April 23, on the day of World Reading Day, Zhengzhou issued 10 million yuan book coupons, and online 2 million yuan book coupons were sold out within 3 seconds.
At the same time, some people questioned the role of consumer coupons. First, the threshold for using consumer coupons in certain regions is too high, which is difficult for ordinary consumers to achieve; second, the discount coupons of some consumer coupons are too small, which is not attractive to consumers; third, it is difficult to obtain consumer coupons, and consumers need to download Special apps and squat grabs are not always available; fourth, under the "induction" of coupons, it is easy to consume impulsively.
"Two Heavens": Small Climax and Plain
At present, the consumption vouchers issued in various places are mainly consumption vouchers for catering, shopping, accommodation, fitness and cultural tourism. The places of consumption are mainly some large commercial districts, supermarkets and chain restaurants. In different stores in different regions, the role of consumer coupons varies greatly.
"Consumer vouchers have an obvious driving effect on performance growth." Ms. Zeng, a staff member of Yimingzhen Fresh Milk Bar (Chengnan Store) in Shaoxing, said that after Shaoxing issued vouchers, about 100 people would use the vouchers one day. Some people are here to recharge. Compared with before the issuance of bonds, one day's revenue can be more than 1,000-2,000 yuan, compared with the same period last year, there is also a certain increase.
"Consumption vouchers have no effect on my store." Li Yi (pseudonym) is the owner of a restaurant in Quzhou. During this time, the store's business was not very good. He observed that many people used vouchers to buy vegetables and fruits, including himself. As a catering person, he goes to the grocery market every day to buy food. The consumption vouchers have little effect on the drainage of the store, but the incentives are quite strong and have a slight effect on reducing costs. However, he stayed in front of the phone for two consecutive days and did not grab it. "too difficult!"
On April 19, Wuhan began to issue consumer coupons. On the 27th, Wuhan ushered in the first weekend after issuing the coupon. According to CCTV reports, this has also brought a small peak in consumption to Wuhan. In Wushang World Trade Plaza, the sales of various types of commodities in shopping malls have increased significantly.
However, the clerk of Today convenience store located in Sanjialu Village, Wuhan told reporters that there are 10-20 people who use the coupons every day, and less than 10 people in a few days. The consumption coupons have a little effect on increasing the customer flow of the store, but the role is not Big.
In addition, merchants will also adjust in-store promotions and discounts based on the full reduction of consumption coupons. According to Ms. Zeng, some of the products in the store have been reduced in price. After the price reduction, the consumption coupons can still be superimposed, and some products can achieve 5.5% discount. After the consumers recharge the coupons, the store will give another 10 yuan. Ms. Zeng said, "The strength of consumer coupons is already very good for a store like ours."
The multiplier effect is as high as 17 times and needs to empower low-income groups
On the whole, consumer vouchers have a significant stimulating effect on local consumption. According to Alipay data, consumer vouchers issued through Alipay across the country have boosted consumption by more than 10 billion yuan. Catering, fast-moving retail and travel accommodation have become the three most obvious industries driven by consumer vouchers. Among them, the current multiplier effect has increased to more than 5 in more than 10 times.
Various places have issued "transcripts" of consumer coupons to boost the economy. According to the latest statistics of the Hangzhou Municipal Commission of Commerce, as of 16:00 on April 26, Hangzhou consumers paid 375 million yuan in government subsidies, driving Hangzhou ’s consumption of 4.101 billion yuan, with a multiplier effect of about 11 times; according to Urumqi government network news, as of 4 On July 24, Urumqi wrote off a total of 3.304 million yuan of consumer coupons and generated sales of 54.9487 million yuan in 7 days, pulling the ratio close to 1:17.
"Although the strength of consumption vouchers is great, there are certain limitations." Li Yi observed that many middle-aged and elderly people do not have smartphones and do not know how to grab vouchers, let alone how to use them. He hoped that "consumption coupons can take care of the elderly more, especially in rural areas, and don't set too many thresholds."
On April 21, at the press conference of "Chinese Household Wealth Trends under the Epidemic Situation-China Household Wealth Index Survey Report (2020Q1)", Gan Li, director of the China Family Finance Survey and Research Center (CHFS) at Southwestern University of Finance and Economics, said that CHFS data showed , 15% of the rural areas do not have broadband, and 30 million people across the country are unable to connect to the Internet. Moreover, household consumption is slanting online, and we must encourage digital transformation and accelerate the development of the digital economy. We must pay attention to reducing the "digital divide" and building an inclusive digital economic system so that all residents can enjoy the dividends of digital economic development.
Gan Li pointed out that low-income groups and freelancers have been greatly affected by the epidemic. The issuance of financial subsidies or consumption vouchers can be an effective measure to boost consumption and an amplifier to promote production. Digital consumption vouchers can be used to limit the consumption period with technology. If they are not consumed when they are due, they will be withdrawn to ensure that the consumption vouchers are used for consumption, not for savings. In addition, it empowers specific industries, such as catering and tourism, to support industries that are severely affected by the epidemic.
It can be seen that Shaoxing, Zhengzhou, Wuhan and other places not only issued ordinary consumption coupons, but also issued special thresholdless love coupons or special consumption coupons for low-income groups, which not only promotes consumption but also protects people's livelihood through consumption coupons.
"To boost consumption, it is necessary to take short-term stimulus measures in a timely manner and at the same time be accompanied by long-term reform measures." Li Zhenhua, executive dean of the Ant Financial Services Group Research Institute, said that to boost consumption, short-term consumption and long-term consumption must be dealt with In the short term, by increasing subsidies and issuing consumer coupons in the short term, it will stimulate consumer demand and stabilize employment; by optimizing the structure of income distribution and improving the social security system, we will support long-term consumption.
"Not only to solve the urgency at the time, but also to increase the stamina for long-term sustainable development." Jia Kang, Dean of the China Academy of New Supply Economics, pointed out that it should continue from the moment of consideration to the medium and long term, and consider the construction of effective investment and financing. For example, after the government joins, it can start the construction of large-scale public engineering infrastructure. At the same time, there are many things that can be done, such as promoting the development of new infrastructure. "This can support the long-term potential of our consumption."
China Youth Daily · China Youth Daily trainee reporter Zhao Limei Source: China Youth Daily