"Dual Product Online Shopping Festival" and "May 5th Shopping Festival" continue to ignite consumer enthusiasm, the new shopping festival will be on the stage-
　　more and more shopping festival "play" methods

　　From chai rice oil and salt to clothing and beauty, to mobile phones and automobiles, there are discounts for all categories of products! During the "May Day" holiday, the "Double Product Online Shopping Festival" led by the Ministry of Commerce and the "May 5th Shopping Festival" in Shanghai continued to set off consumers' shopping enthusiasm.

　　In the first half of the year, multiple shopping festivals have been launched at different levels, with high frequency, high intensity, and novel methods, and each of them has achieved good results. Why is the shopping festival so popular? What's so special about this year's shopping festival?

　　Centralized release of suppressed consumption

　　There is a huge crowd of people offline, and online sales are sold out. In the "May Day" holiday that just passed, multiple home appliance platforms and offline physical stores seized the opportunity to launch a variety of promotional activities to attract consumers to line up and "spike" online.

　　In the past, the shopping festival was hosted by major e-commerce platforms and major offline department stores. This year's shopping festival ushered in a shiny "national team".

　　On April 28th, the second "Shuangpin Online Shopping Festival" was officially launched. Under the guidance of the Ministry of Commerce and other departments, more than one hundred home appliance companies have launched the “Double Product Online Shopping Festival” special section and special area, providing consumers with high-quality and low-cost products in a variety of forms, such as live broadcast and delivery, group killing, new product launch, and trade-in. Quality goods.

　　Double-door refrigerator, integrated washing and drying machine, built-in dishwasher, 55-inch TV ... Xiao Huang, who is busy decorating the wedding room, took advantage of the "May Day" to order a lot of household appliances. "Because of the delay in the construction period due to the epidemic situation, the decoration plan has just been decided. In fact, the construction has not yet started, but I heard that this year's online shopping festival discount is particularly strong, so I bought the electrical appliance first."

　　According to business big data estimates, there are more than 100,000 brands participating in the “Double Product Online Shopping Festival” this time. The transaction value exceeded 11 billion yuan, driving sales of the entire network about 30.5 billion yuan, an increase of more than 38% year-on-year.

　　On May 4, Shanghai launched the "May 5th Shopping Festival", which will span multiple festivals such as Labor Day, Children's Day and Dragon Boat Festival, from clothing and electrical appliances to building materials and automobiles, covering all categories of commodities.

　　The car joined the promotion army this time. At the shopping festival, nine brands under the SAIC Group prepared more than 40 new cars for consumers. Through online live and offline venue linkage, cash discounts, replacement subsidies, licensing subsidies, free maintenance, free insurance, deposit inflation, finance Discounts ... A series of promotional activities make consumers eager to try.

　　Driven by the "May 5th Shopping Festival", SAIC has accumulated 33,062 prospective customers in Shanghai, an increase of 99.1% year-on-year; 3692 orders were received, an increase of 85.1% year-on-year.

　　Not only car consumption, but consumption in the entire Shanghai area was activated by the "May 5th Shopping Festival". Only 4 minutes after the first day of the launch, the consumption payment in Shanghai exceeded 100 million yuan; 24 hours after the start, the total consumer payment in Shanghai reached 15.68 billion yuan.

　　Dong Chao, director of the Institute of Circulation and Consumption of the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, told this reporter: "Through the holding of a shopping festival, a good atmosphere of consumption has been created, combined with the preferential shopping activities launched by the government and businesses to encourage consumers to increase Going out shopping, dining, traveling and other activities to stimulate the release of short-term suppressed and frozen consumption, restore the steady growth of consumption, and cultivate new growth points and growth poles. "

　　Multiple ways to activate consumer enthusiasm

　　This year's shopping festival is a little special--

　　For most of the first half of the year, people from all over the world were "homes" at home. You can "buy, buy, buy" without going out, and there are many online shopping festivals. New Year's Day, Spring Festival, Women's Day, Labor Day, Children's Day, Dragon Boat Festival ... The first half of the festival itself is relatively dense, and major e-commerce platforms have taken the opportunity to develop one after another shopping festival, almost every month. There are different levels of promotional activities. Qian Fangli, director of the Department of E-Commerce and Informatization of the Ministry of Commerce, said that the current is a critical period for expanding consumption. Holding online shopping festivals can not only help the sales of agricultural products affected by the epidemic, but also help foreign trade production enterprises expand domestic sales channels and hedge foreign demand. The impact of the downturn has created a virtuous circle between supply and demand, and promoted high-quality economic development.

　　The discount is particularly strong. Take the "Double Product Online Shopping Festival" as an example. During the shopping festival, multiple platforms issued consumer subsidy coupons of up to 1 billion or even 2 billion yuan; Guangxi, Henan, Jiangxi and other places also issued Huimin electronic consumer coupons during the online shopping festival. . Vice Minister of Commerce Wang Bingnan introduced at the press conference of the Joint Defense and Joint Control Mechanism of the State Council held on May 8 that since the outbreak, 28 provinces, autonomous regions, and municipalities, and more than 170 prefectures and cities have coordinated local government and social funds and cumulatively distributed consumption The vouchers reached more than 19 billion yuan, achieving the goals of gathering popularity, increasing confidence, and boosting consumption.

　　The method is particularly novel. During the epidemic prevention, the live broadcast industry seized the development opportunities, and live broadcast brought goods to become a new hot spot. On April 28, the Ministry of Commerce and Alibaba launched the first live broadcast of the national ministries and commissions. "Live streaming is a new thing in itself, and live streaming of goods by national ministries and commissions is unheard of! I think this method is very new and can stimulate young people's enthusiasm for consumption." Xiao Huang said that she was driven by curiosity In the live room, 5 orders were placed when leaving. According to data from the Ministry of Commerce, during the "May Day" period, the number of e-commerce live broadcasts and the number of live broadcast commodities increased by 1 and 4.7 times year-on-year respectively.

　　"In the wave of accelerating the resumption of production and production in the country, consumers have accumulated several months of consumer demand that is being released in an orderly manner when the epidemic prevention and control is normalized." Lu Weibing, vice president of Xiaomi Group, said that during the "May 1" holiday, people have come out At the door of the house, the shopping and dining and the "buy, buy, buy" mode were launched, driving Xiaomi's offline stores nationwide during the "May Day" period, which saw a substantial increase in passenger traffic.

　　Consumer quality continues to rise

　　Frequently launched shopping festivals and various ways of making profits continue to ignite consumer enthusiasm. Not only "buy, buy, buy", shopping festivals are based on boosting consumer replenishment, while focusing on curing and promoting new consumption models.

　　Hua Yuan, director of the Shanghai Municipal Commission of Commerce, said that the "May 5th Shopping Festival" will not only be an active attempt to feed the real economy under the influence of the epidemic, but will also further adapt to and solidify the new consumer formats and new models spurred by the epidemic. "By organizing the 'May 5th Shopping Festival', we will solidify and promote the new consumption, upgraded consumption, and new consumption concepts and consumption methods that have emerged from the epidemic, help merchants create more new consumption scenarios and new channels, and provide consumers with more diversification. And convenient consumer choices. "

　　Behind a set of data, is the change in consumption demand, consumption philosophy, consumption mode, and it is also a manifestation of the general trend of consumption upgrade.

　　New consumer demand has emerged. Demand for health has increased significantly, and intelligent products such as washing machines and automatic mobile phones have become new hot-selling products. As people spend more time at home, the demand for smart homes has grown significantly. According to Xiaomi data, sales of categories such as smart air conditioners, smart door locks, smart fans, smart speakers, and Xiaomi watches increased by more than 200% year-on-year. In addition, sales of small kitchen appliances such as ice cream machines and milk tea machines increased by more than 300% year-on-year, air fryers increased by nearly 900%, and tableware sterilizers increased by more than 1500% ...

　　Consumer quality has reached a higher level. In the "Double-Purchase Online Shopping Festival", which focuses on brand consumption and quality consumption, "small and beautiful" products representing the direction of consumption upgrade have become the highlights. Alibaba data shows that on the first day of the "Double Product Online Shopping Festival", the products of the reverse customized model increased by 288% year-on-year.

　　Changes in consumption patterns. Dong Chao analyzed that in the first quarter of this year, the total retail sales of social consumer goods was 785.8 billion yuan, down 19% year-on-year. However, the online-related consumption of new business performance is eye-catching. In the first quarter, online retail sales of physical goods increased by 5.9% year-on-year, and the growth rate was 2.9 percentage points faster than that from January to February. Online shopping has become an important way to boost domestic demand.

　　"Now the numbers are just beginning. From Taobao's live broadcast room, major commercial districts, street shops and other figures that constantly set new records and jump up, we can see the huge effect of Shanghai's" May 5th Shopping Festival "in promoting consumption. The unlimited potential of new consumption eruption. In the future, Alibaba will continue to launch practical measures to promote consumption in May and June to form a sustainable new consumption growth point. "Relevant person in charge of Alibaba said.

　　The booming shopping festival will continue. The reporter learned that the upcoming "June 1" Children's Day and the Dragon Boat Festival, both online and offline, are launching shopping festivals; and the "618 Shopping Festival" and "Summer Cool Shopping Festival", which have been popular for many years and are popular with consumers, will also Launched as scheduled, more new products, excellent products, and great discounts are sent to consumers.

Xu Peiyu