Consumer coupon release multiplier effect data shows that 90% of the beneficiary merchants are small, medium and micro
Consumption in many places is picking up, Alipay disclosed data that more than ten million offline merchants across the country have benefited from consumer coupons
In the small holiday just past, consumption in many businesses and scenic spots has picked up. Behind this, consumer vouchers have become the "standard" to boost consumption in many provinces and cities. According to incomplete statistics, as of April 3, more than 30 regions across the country have issued relevant policies. According to public information, cities such as Hangzhou and Zhengzhou that have issued consumer vouchers are showing an increase in offline passenger flow, and some have released a "multiplier effect" of more than 10 times. According to data disclosed by Alipay, over 10 million offline merchants across the country have benefited from consumer coupons, of which more than 90% are small, medium and micro merchants.
Encounter "long holiday economy", consumer coupons release multiplier effect
The data shows that two days before the Qingming holiday, the Huangshan Scenic Area received 20,000 visitors a day, and there was an early peak of passenger flow in the scenic area. In Hangzhou, the overall passenger flow of 9 stores of Intime Department Store in Hangzhou ushered in double-digit growth. Cao Mingliang, deputy general manager of West Lake Intime, said that in response to the second phase of Hangzhou consumer coupons, Intime Department Store offered 1 billion yuan in concessions to consumers and worked hard to restore consumer confidence.
According to the data released by the local governments, the cities that have superimposed the “long holiday economy” and issued consumer coupons through platforms such as Alipay have already exhibited a “multiplier effect”.
According to the Hangzhou Daily, as of 16:00 on April 6, Hangzhou has paid 145 million yuan of government subsidies for the first phase of electronic consumer coupons, driving consumption of 1.805 billion yuan; has paid 57.36 million yuan of government subsidies for the second phase of electronic consumer coupons Consumption of 421 million yuan. Compared with the consumption-driven data on April 3, the Hangzhou three-day vacation coupons led to a 700 million yuan increase in consumption.
Similarly, Zhengzhou is also showing signs of recovery in consumption. According to the Zhengzhou Daily, the 50 million yuan consumer coupons issued in the first phase of Zhengzhou City began to be issued at 10:00 on April 3, and the application was completed within 150 seconds. As of 10 o'clock on April 5, consumer coupons have been written off 11.524 million yuan, driving consumption of 128 million yuan, leverage ratio reached 1:11.
According to Weng Yi, a senior researcher in the digital economy think tank, consumer vouchers have fully released suppressed consumer demand. At the same time, consumer coupons in the digital age can be more accurately placed in industries that the government wants to support, and achieve a role of four or two pounds through high leverage.
Under the impact of the epidemic, the situation of small, medium and micro businesses has attracted much attention, and some scholars have called on consumer vouchers to lean towards small and micro businesses. On April 5, the Beijing News organized an online academic seminar on the theme "Maximizing the effect of stimulating coupon multipliers." According to Yi Shaohua, director and researcher of the Market Circulation and Consumption Research Office of the Institute of Financial Strategy of the Chinese Academy of Social Sciences, it is the small and micro businesses that have been hit the hardest this time. Local governments can focus on issuing consumer vouchers to them, through discounts and promotions, or directly issue consumer red envelopes to certain small and micro businesses to help them regain their vitality as soon as possible. By subsidizing small and micro businesses, consumer coupons can benefit more people and stimulate consumption.
The reporter learned from Alipay that as of now, over 10 million offline merchants across the country have benefited from consumer coupons, of which more than 90% are small, medium and micro merchants.
Platform digital capabilities are strengthened, real-name system capabilities become the key
In order to boost consumer confidence and promote the resumption of production and production, since March, the country has begun to issue consumer vouchers. According to incomplete statistics, there are more than 30 provinces, cities and administrative regions that issue consumer vouchers nationwide, with an amount of more than 5.6 billion issued. In many areas, not only through the local government service APP, but also with the Internet platform to issue coupons, consumer coupons are supported by digital technology.
Regarding the benefits of cooperation between local governments and platforms, Zhu Keli, executive dean of the National Research Institute of New Economy, believes that issuing consumer vouchers through the platform can eliminate some drawbacks. In the past, paper consumer coupons not only issued low efficiency and low matching degree, but also caused some moral hazards. By combining with the platform, you can use big data to improve efficiency and accuracy, and minimize these drawbacks.
According to public information, Shenzhen Luohu, Chongqing Yuzhong, Qingdao Chengyang District and other places chose to issue tens of millions of consumer coupons through WeChat, and Yinchuan Xingqing District issued 5 million yuan of catering electronic consumer coupons through the Meituan APP, Nanjing, Guangxi, Hangzhou, Foshan, Zhengzhou and other places have chosen to issue consumer coupons through Alipay. Some places that issued consumer coupons through Alipay revealed that due to the security, settlement, and audit requirements of financial funds, the real-name authentication technology, risk control capabilities, and process traceability functions of the platform will be considered.
According to Ma Liang, assistant dean of the National Development and Strategy Research Institute of Renmin University of China, on the one hand, the platform has the advantages of big data and algorithm support, which can track the time, place and method of consumption coupons in real time, and the government can continuously optimize and Adjust the policy. On the other hand, the government can hand over the task of stimulating consumption to the platform. The platform can design different consumption coupon usage schemes, and at the same time it is convenient for the government to more accurately evaluate the effect of policy implementation.
Judging from the applicable scenarios of consumer coupons in various regions, there are indeed differences in different regions. For example, Guangxi consumer coupons not only support offline merchants, but also support online Guangxi local enterprises. Foshan consumer vouchers mainly support offline physical stores in industries such as catering, accommodation, scenic spots and beauty salons. Nanjing vouchers can be used for catering, but also for bookstores and fitness venues.
Yu Fenghui, an adjunct professor at Huazhong University of Science and Technology, believes that the issuance of consumer coupons is a technical task. Digital technology can ensure that consumer vouchers are accurately issued to industries that need support, which is really driving consumption. In terms of platform selection, local governments have their own preferences and choices. The rational and diverse choices of local governments in combination with local realities can improve the efficiency of handling affairs and help consumer vouchers play a greater role.
Beijing News reporter Liu Chang