Ten billion consumer coupons were issued in about 80 places, and popular coupons were sought-after, driving the economic effect to show
Recently, first-tier cities in Beijing have also begun to issue consumer vouchers. On April 22, Xicheng District, Beijing announced that it would invest a total of 150 million yuan, in the form of government funding and corporate profits, to promote consumer consumption and stabilize the corporate market. Prior to this, the Beijing Economic and Technological Development Zone also issued an article on April 20 that it will rely on the war epidemic gold shield platform to issue 200 yuan of consumption vouchers for each person, and an additional 300 yuan of consumption vouchers will be issued to those who return to Beijing as required by the policy , Consumption vouchers are used in the development zone supermarkets and e-commerce platforms.
In order to increase economic vitality, many places throughout the country have accelerated the recovery of consumption by issuing consumer vouchers. According to the statistics of the brokerage research report, as of now, about 80 provinces, cities, districts (counties) nationwide have announced the issuance of consumer coupons, with a total amount of tens of billions of dollars. So, where do these coupons go? How much is used? How effective is it to boost the economy?
Consumer coupons were issued in about 80 places, and popular coupons for Beijing Xicheng have been snatched away
Mr. Yang, who lives in Xicheng District, Beijing, recently received many coupons on the "Xicheng Consumption" public account, including Xidan Joy City "Special Sale Area 200-20 Coupons" and a 50% off coffee coupon for a brand.
"I learned today that there are also consumer coupons in Xicheng. Searching the public account on the 26th only found that 65 friends have paid attention. Some coupons with greater discounts, such as the 510 yuan combination coupon in Xidan Mall, have been snatched. However, It ’s not bad to grab a 50% off coffee voucher. I usually like to drink coffee. ”Mr. Yang told reporters.
Starting from April 22, the Xicheng District Government of Beijing began to issue consumer vouchers, and a total of 150 million consumers will be able to collect them by logging in to the public account and spend at designated stores.
The reporter found that the coupons currently distributed mainly cover catering, supermarkets, shopping malls and other aspects. Cooperative malls include Xidan Joy City, Xidan Mall, Beijing Square, Duoduo, Hema and other hot supermarkets. The words "please look forward to" will continue to be settled by other businesses in the future.
This is not the first time that Beijing has issued consumer coupons. During the consumption promotion campaign organized by the Beijing Municipal Bureau of Commerce, Beijing has jointly launched Suning.com, Gome Retail and other companies with a cumulative total of more than 850 million yuan.
The area recently hit by the epidemic, Wuhan, has also activated the local consumer market by issuing consumer vouchers. It is reported that the total value of consumer vouchers placed in Wuhan this time reached 2.3 billion yuan, of which 500 million yuan was invested by the government, and the relevant online platforms also matched 1.8 billion yuan. The consumer vouchers will be issued until July 31, covering catering, shopping malls, supermarkets Convenience stores and four types of tourism, the deductible face value is divided into 10 yuan, 20 yuan, 50 yuan and 80 yuan. In order to grab coupons, “Wuhan citizens” fight hard, according to WeChat payment data statistics, at 12 noon on April 19, the first issue of the 30 million yuan coupons was only received in the “Wuhan Consumer Coupons” WeChat applet, only 1 minute More than 430,000 coupons were issued, and all four types of coupons were snatched up in 9 minutes.
According to the statistics of the brokerage research report, up to now, about 80 provinces, cities, districts (counties) have announced the issuance of consumer coupons, the total amount has reached 10 billion levels, Nanjing, Hangzhou, Hunan, Jinan, Qingdao, Chongqing, Dongyang, etc. All provinces and cities have sprinkled fancy "consumption vouchers".
In general, consumer vouchers are more invested in industries that are more affected by the epidemic, such as catering, tourism, culture, and sports. Some cities will "sponsor policy" to subsidize key local industries that are more affected.
For example, Dongyang City, Zhejiang Province, where the Hengdian Film and Television City is located, recently took out 10 million yuan in the form of film and television consumption coupons to be used by the crew to deduct venue rent, catering accommodation, and equipment rental in the Hengdian Film and Television Cultural Industry Experimental Zone. And other expenses to help film and television companies and crews get through the hardships.
In addition, most consumer vouchers need to spend a certain amount to be deductible, which will help to play the "leverage" of consumer vouchers. For example, Mr. Qin, a citizen of Chongqing, showed reporters that he recently received a 300-plus-100 voucher issued from Yuzhong District, which can be used in shopping malls and merchants that support WeChat payment in the area, regardless of the specific type of use, "Last I did not win the registration for the coupon. This time it was sent to me by the platform. The discount is still very strong, and I immediately have a desire to consume. "Mr. Qin said to the reporter.
The effect of consumer vouchers is beginning to show, and the early implementation of the city multiplier effect exceeds 10 times
At present, some cities that issued consumer vouchers as early as March have shown the power of "leverage". On April 9, Gao Feng, a spokesman for the Ministry of Commerce, said that consumer vouchers stimulated consumption potential and drove back up consumption, and achieved positive results in the short term. For example, the consumption vouchers issued by Hangzhou have been written off 220 million yuan, driving consumption of 2.37 billion yuan, with a multiplier effect of 10.7 times; the first phase of Zhengzhou issued 50 million yuan of consumption coupons, issuing two days of verification of 11.524 million yuan, driving consumption of 128 million The multiplier effect is 11 times.
Statistics from the Foshan Development and Reform Bureau also show that since Foshan launched the "Consumption Promotion Benefits People's Livelihood" activity, the municipal level issued a total of 50 million yuan in two batches of consumer coupons. As of 24:00 on April 12, a total of 1.77 million person-times were used, a total of 45.44 million yuan was used, and the effective write-off rate reached 90.9%, which directly drove consumption of 160 million yuan.
Shunde began to distribute consumer coupons on April 15th. As of 24:00 on April 19th, the cumulative number of its 100 million yuan consumer coupons received was approximately 570,000, and the total number of write-offs reached approximately 260,000. With a total value of RMB 27.41 million, the total amount of consumer vouchers directly driving the transaction is about RMB 160 million.
Pingyang County, Zhejiang Province also said that at 10:00 on April 18, the first round of 14.91 million yuan of consumer vouchers was put through Alipay, and all of them were "robbed" by noon on the 19th. As of 17:00 on April 22, 514,200 copies have been written off, the amount written off amounted to 766.15 million yuan, and the cumulative coupon order amount reached 54.022 million yuan.
According to the calculation of Zhongtai Securities, without the use of consumer coupons, the national social growth rate this year is about 2.3% year-on-year, and assuming that the amount of consumer coupons issued nationwide is 80 billion to 360 billion yuan, according to the 10-15 times leverage range It is estimated that the corresponding year-on-year growth rate of the society for the whole year is 4.2% -15.4%.
In March, with the acceleration of the resumption of production and production, and the effect of superimposing consumer vouchers, the total amount of social zero decreased by 15.8% year-on-year, and the decline has narrowed by 4.7 percentage points from January to February.
According to the opinion of the Industrial Research Institute, consumer coupon policies can target affected enterprises and stabilize the economy and employment. The data released by the Ministry of Commerce shows that the progress of the service industry's resumption of work lags significantly behind that of manufacturing companies, and consumer coupons can significantly promote the industry's hematopoiesis. Promotion is more sustainable and more efficient than simply transfusion of blood to the enterprise.
Citizens in individual places call for coupons to better match different needs
For consumer vouchers issued in various places, some netizens have suggested some areas for improvement, such as lowering the threshold for full reduction, further increasing the incentives, expanding the range of stores used, consumer vouchers to better match the needs of different citizens, and increasing the number of vouchers issued Wait.
Ms. Wang, a Beijing citizen, told the Beijing News reporter: "I usually like to go to Hema to buy vegetables. I am very happy to see their coupons on the public account, but I clicked in and found that I can only get one 5 yuan a day. Milk vouchers, I rarely drink milk, so this voucher doesn't make much sense to me. In addition, like a voucher in a supermarket in the public account, some products often have discounts, and I feel that there is no need to receive them. "
In addition, many consumer coupons also limit consumer merchants. Mr. Yang, a Beijing citizen, admitted frankly: "If I don't live in Xicheng or work in Xicheng, it is not very useful to get these coupons. I have to go to a fixed place for consumption. It will take a lot of time on the road."
Some consumers also called on social media to lower the threshold for using vouchers. "The threshold for vouchers reduced by 3,000 to 500 is a little high." Some netizens in Wuhan said, "We are 'injured' in this epidemic too much to issue more vouchers Is it true that some people may not be able to grab the coupons now? "
In the process of issuing vouchers, there are also problems such as lack of pertinence. For example, some netizens claim that they have received sports vouchers but have no consumer demand in this regard, which also makes the final "multiplier effect" of such vouchers discounted.
In response to this problem, the Industrial Securities Research Report suggests that you can try a mode in which consumer coupons are designed and promoted by the merchants themselves, and the preferential amount is deducted within a certain amount before tax. The government-led consumer vouchers are highly versatile, but are less flexible and targeted, and are prone to mismatches between consumer vouchers and the demand of the vouchers. Under the self-designed promotion model of merchants, on the one hand, merchants can grasp consumer psychology and promote consumption promotion when designing consumer coupons based on their understanding of key customer groups; on the other hand, consumers are more likely to get their most wanted The required coupons can meet your own consumption needs.