China News Service Client Beijing, April 20th (Zuo Yukun) At 12:00 on April 19th, the “Wuhan Consumer Voucher” officially started its first ticket vending campaign. Of the total 2.3 billion yuan, 500 million was invested by the government , The remaining 1.8 billion is matched by relevant cooperation platforms.
This city, which was once in the center of the epidemic situation, also pressed the "fast forward button" to activate the consumer market and support the resumption of production. On the 19th, Li Qiang, deputy mayor of Wuhan City, said at the press conference that it is necessary to speed up the issuance of consumer coupons, give play to the guiding role of consumer coupons, encourage consumption, and expand consumption.
In order to further boost consumer confidence and help resume production, the carding shows that since March this year, more than 40 places across the country have successively issued consumer voucher-related policies.
Data Map: Wuhan citizens buy vegetables in supermarkets Photo by Guo Xiaoying
The investment of one yuan to drive more than ten yuan, the "red envelope rain" has a significant economic effect
On April 17, Mao Shengyong, director and press spokesman of the National Economic Comprehensive Statistics Department of the National Bureau of Statistics, said that from the perspective of some places in Zhejiang and Jiangsu, the introduction of the consumer voucher policy has played a role in expanding the consumption of local residents and expanding the market Good effect.
The information released by Alipay also shows that Nanjing, Hangzhou, Zhengzhou and other first regions that have been issued through Alipay have shown a clear "multiplier effect".
As a city that introduced consumer vouchers earlier, data from the Hangzhou Municipal Bureau of Commerce in Zhejiang Province showed that Hangzhou consumer vouchers redeemed government subsidies of 303 million yuan, which has driven consumption of 3.250 billion yuan in Hangzhou.
Apply for the Hangzhou consumer coupon page on your phone. China News Service reporter Huang Huishe
The consumer vouchers issued in Zhengzhou, Henan also made the people "earned." Zhi Anyu, deputy director of the Henan Provincial Development and Reform Commission, said on the 17th that the first batch of 50 million yuan inclusive consumer coupons issued by Zhengzhou City, as of April 7, had written off 14.27 million yuan, stimulating consumption of 187 million yuan, stimulating the effect of up to 13 times.
According to the information released by WeChat Pay, after the end of March, the Hunan Provincial Federation of Trade Unions issued consumer vouchers through the WeChat applet, and until April 7th, Hunan offline WeChat payment consumption increased by 27 billion yuan; Luohu District, Shenzhen issued for the first time on April 1st The coupons only drove consumption by more than 30 times in 6 days; the consumption coupons in Chengyang District, Qingdao City, Shandong Province, went online and drove consumption by 14 times.
"Consumer vouchers may allow consumption to increase by more than 8%." According to Li Xunlei, chief economist of Zhongtai Securities.
Statistics from the National Bureau of Statistics show that in the first quarter, the total retail sales of consumer goods reached 785.8 billion yuan, a year-on-year decrease of 19.0%. Among them, the total retail sales of consumer goods in March was 264.5 billion yuan, a decrease of 15.8%, a decrease of 4.7 percentage points from January to February.
Consumption has been China ’s first driving force for economic growth for six consecutive years. In 2019, the contribution rate to economic growth reached 57.8%, and the strong role of consumer vouchers in promoting the economy will be self-evident.
Paper vouchers become electronic consumer vouchers, new technologies help the "old model"
"Consumer vouchers are a means to stimulate consumption and release consumer demand through subsidies." Lian Ping, chief economist of Zhixin Investment, said, "When consumption is inhibited, the use of consumer vouchers can better drive The suppressed consumer demand rebounded, or pushed it to recover growth. "
In fact, consumer coupons are not new.
China's first "electric shock" consumption vouchers can be traced back to the beginning of the global financial crisis in early 2009. Hangzhou, Chengdu and other places have stimulated consumption by issuing food vouchers, health vouchers, and cultural vouchers to residents, all in the form of paper.
Compared with 11 years ago, a prominent feature of the consumer coupons issued this time is that the paper coupons have been transformed into "electronic consumer coupons". Consumer coupons in most areas can only be used in offline physical stores, but the way to obtain them is to provide an application entrance by the government APP or payment APP, and the payment APP provides consumer coupon verification during consumption.
Monthly press conference for the "Promotion Fee, Benefiting People's Livelihood" event in Nanhai District, Foshan City, Guangdong. Photo by Mai Chihui
As an entrance to business, the payment APP plays an important role in the issuance of consumer coupons. Many payment institutions including Alipay, WeChat Pay, UnionPay Cloud QuickPass, Meituan, and Wing Pay have participated in various forms of consumer coupons in different forms. Issue.
It is understood that Alipay and WeChat Pay currently have more than 1 billion users, and UnionPay QuickPass users exceed 250 million. The huge number of users is the basis for local governments to choose to cooperate with payment institutions to issue consumer vouchers. The platform technology operation of payment institutions Ability is also an indispensable guarantee.
The Executive Director of the Center for Digital Economy and Legal Innovation Research, University of International Business and Economics, believes that electronic consumer coupons are "upgraded consumer coupons": "The advantage of issuing consumer coupons through the Internet platform is first of all to avoid the so-called" gray market "problem. Consumer coupons are prone to resale during the issuance process, which affects the final effect. "
At the same time, the data of the Internet platform helps the government to evaluate the efficiency of the use of consumer coupons. "With the intervention of the Internet platform, it can also ensure that the government's funds flow into the real scene." Li said.
Electronic consumer coupons drive physical stores to make money and transform
Electronic voucher technology seems to move vouchers online, but in fact, in addition to happy "buy, buy, buy" consumers, the final income is still a large number of physical merchants.
The new round of consumer vouchers has the ability to directly connect online and offline because it has chosen a large-scale life shopping and consumption platform for cooperation. It is more convenient to use and has a more obvious role in stimulating consumption.
"Can your family use the voucher?" Has become the most frequently asked sentence by many service businesses every day. For merchants, as long as the minimum threshold is opened to collect money codes, they can share the biggest economic dividend after the epidemic.
The owner of a restaurant in Zhengzhou said that after the government issued consumer vouchers, the 10-day revenue increased by 20%, and the average unit price per table increased from 150 yuan to 180 yuan.
The physical stores in Hangzhou Longmen Ancient Town are operating normally. Photo by Fan Yubin
According to preliminary statistics from Alipay, over 10 million physical store merchants across the country have benefited from consumer coupons, driving daily turnover, of which more than 90% are small, medium and micro merchants.
WeChat data also shows that after issuing consumer coupons via WeChat in Hunan Province and Jiaxing City, 80% of the benefited small and micro merchants have seen a significant increase in transaction value, an average increase of 53 times over the same period in February.
In addition to bringing direct economic benefits, e-vouchers have also played a role in accelerating the digital transformation of the service industry. Electronic consumer coupons not only bring new users, but more importantly, they cover more offline merchants.
The carding shows that most of the consumer vouchers in various places are like Wuhan's "5 + 18", some of which are funded by the government, and others are matched by the platform, and they are linked to merchants' subsidies. In this process, consumers are directed to offline, but a large number of merchants are transferred to online, which plays a dual role of directional encouragement of consumer consumption and support of merchants.
"Since April, an average of nearly 1 million merchants nationwide have opened money collection codes every week and started the first step of digital operations." Alipay said that of the millions of "code merchants" added weekly, 35% of the merchants came from below the fourth line In cities, the physical stores in the five major industries of catering, apparel, furniture, fresh food, supermarkets and so on are the most engaged in digital transformation.
Many economists believe that “with the further expansion of the scope of consumer voucher issuance, the trend of digital transformation of the service industry will further accelerate.” (End)