Reinstate business and reinstate the market, unleash consumer dynamism (Ruijing Finance · grasp epidemic prevention and promote development (58))
Issuing consumer coupons and launching the "Online Shopping Festival" ... The "May Day" holiday is coming, and various measures have been introduced in various places to stimulate consumption and release its vigorous vitality. On April 30, the Ministry of Commerce released data showing that the resumption rate of life service companies has reached more than 80%, and it continues to show a steady development trend. Experts pointed out that the short-term suppressed consumer demand has not disappeared, and the consumption potential in the Chinese market is still huge.
Ten billion consumer coupons promote offline consumption
Consumer coupons are a means to stimulate consumption and release consumer demand through subsidies. According to statistics, as of April 30, consumer coupons issued for "shopping, eating and drinking" across the country have exceeded 10 billion yuan, and merchants around the country continue to launch various discounts and promotions.
Many places have staged announcements on the effect of consumer coupons in the short term. According to the data of the Hangzhou Municipal Bureau of Commerce of Zhejiang Province, as of 16:00 on April 26, government subsidies of 375 million yuan have been paid, driving Hangzhou ’s consumption of 4.101 billion yuan; Jiangxi Provincial Department of Culture and Tourism statistics, as of April 28, the cumulative number of tourism electronic consumer coupons 175,600 copies were distributed, and more than 65,000 copies were written off in scenic spots.
"Consumer vouchers will have a positive effect on boosting consumption in the short term. In the areas supported by consumer vouchers, the speed of consumption recovery has increased significantly." Zhao Ping, director of the International Trade Research Department of the China Council for the Promotion of International Trade, pointed out in an interview with this reporter. From the current point of view, due to the need for epidemic prevention and control in many places, cultural, tourism, sports and leisure places have not yet fully resumed production and production, so the use of consumer coupons is relatively limited. As the degree of resumption of business continues to increase, consumption The promotion effect of coupons on consumption will be further shown.
During the "May Day" holiday, there is still a shortage of supply to boost consumption. Zhao Ping said: "Enterprises should increase promotional efforts, take advantage of the" May Day "small holiday, seasonal changes and other opportunities to gather popularity and promote consumer recovery."
In order to promote the rapid recovery of offline consumption, the Ministry of Commerce proposed to accelerate the transformation and upgrade of pedestrian streets under the normal conditions of epidemic prevention and control. Recently, the National Pedestrian Street Reconstruction and Promotion Work Promotion Conference held by the Ministry of Commerce pointed out that it is necessary to scientifically and orderly promote the resumption of business on the pedestrian street, take convenient and intelligent measures, and promote various merchants to speed up the resumption of business; focus on solving practical operational difficulties and strive to ensure The supply of goods and services continues to be stable; reasonable planning and orderly development of consumer promotion activities, activation of popular commercial neighbourhoods, avoiding the risk of people gathering, speeding up the recovery of consumption atmosphere; promoting the transformation of old business districts, accelerating the development of new modes of consumption upgrade, and focusing on creating wisdom Block.
Online shopping festival drives sales of 30.5 billion yuan
On April 28, the second "Double Product Online Shopping Festival" co-sponsored by the Ministry of Commerce, the Ministry of Industry and Information Technology, the State Post Bureau and the China Consumers Association was officially launched. At the same time, more than one hundred household electrical appliance companies participating in the event launched the “Double Product Online Shopping Festival” special section and special area, launched good brands and high-quality products, and carried out various forms of promotional activities, with a remarkable start.
According to data from the Ministry of Commerce, on the first day of the event, the transaction volume of more than 100,000 participating brands exceeded 11 billion yuan, driving sales of the entire network of approximately 30.5 billion yuan, an increase of more than 38% year-on-year. According to data from the State Post Bureau, the postal industry received 235 million parcels on the same day, an increase of 45.79% year-on-year; express mail delivery exceeded 220 million, an increase of 40.13% year-on-year.
In this online shopping festival, the domestic product brand exerts force and is popular among young consumers. Many high-quality domestic products participated in the event, accounting for more than 90%. Young people's recognition of domestic products is getting higher and higher, and they have become a new force in the consumption of new domestic products.
Live broadcasts are hot and active in many fields. According to data from relevant consulting agencies, there were 62,000 live broadcasts on the first day of the event, an average daily increase of 51.8% from March. There was a single "Double Product Online Shopping Festival" live broadcast event with sales of 137 million yuan and a turnover of more than 600,000 orders.
The resumption of production and production is gradually progressing, and the signal of restoration of living services is obvious. Hundreds of thousands of catering and other service industry merchants participated in the activities, and some platforms launched the "Anxin Restaurant" to provide consumers with peace of mind and quality of life local catering services, with orders for 1.7 million orders on the first day.
The consumer market has huge potential
"At present, enterprises are still facing some difficulties in the business process, such as customers daring to consume, worrying about consumption, low passenger flow, and low income." Gao Feng, a spokesman for the Ministry of Commerce, said that in order to promote continued recovery in consumption, the Ministry of Commerce will continue to do Work in three areas:
——Promote the implementation of various support policies. "Further improve the operating guidelines for life service companies under normal conditions for epidemic prevention and control, help companies resume work safely and orderly, and increase consumer confidence." Gao Feng said.
—— Work with relevant departments to formulate and implement policies to reduce the rents of small and micro enterprises and individual industrial and commercial households. Gao Feng introduced that according to a recent questionnaire survey, the most urgent policy requirement of two-thirds of commercial circulation companies is to promote rent reduction and exemption for property owners. "Recently, the executive meeting of the State Council has made clear measures to help small and micro enterprises and individual industrial and commercial households in the service industry to alleviate rent pressure. The Ministry of Commerce will work with relevant departments to introduce specific measures as soon as possible." Gao Feng said.
——Promote the replenishment of service consumption. Gao Feng pointed out that pilot projects for the development of community life service industry will be launched to improve the quality of community life service and stimulate the potential of community consumption; timely implementation of the catering industry revitalization action to guide the chain, brand, digital and ecological development of the catering industry; promote the improvement of the quality of housekeeping services Expansion and help domestic workers to resume work safely and orderly.
"The consumption potential of China in the future is very huge." Zhao Ping believes that from the perspective of the current consumption growth, online consumption will quickly return to a higher growth rate, which is very obvious for the growth of consumption. "Since the online retail sales of physical commodities accounted for 23.6% of the total retail sales of social consumer goods, the higher growth rate of online retail sales will have a significant effect on the stabilization of commodity consumption." Zhao Ping said, "Overall Look, China's consumption is in the process of continuous recovery. In the next 3-6 months, the growth rate of consumption will reach the level of the same period last year. "
Kong Dechen