China News Service Client, Beijing, May 6 (Zuo Yukun) The haze of the epidemic gradually dissipated, and the city's fireworks are returning. In the "May Day" small long holiday just passed, many people spent the happy "buy, buy, buy". Different from the past, the consumption of coupons was added to the holiday consumption.

　　According to a rough review, more than 60 cities in more than 20 provinces across the country issued consumer vouchers during the "May Day" period. In addition to the still valid consumer vouchers that have been put in place before, the total amount of consumer vouchers of nearly 10 billions involves all aspects of catering, tourism, home appliances, automobiles, entertainment, etc., adding a fire to this holiday.

During the "May Day" holiday, tourists watch the Zunyi Conference site. Photo by Qu Honglun

Consumer coupons meet a small long holiday, how much do "coupons" move to spend?

　　In Beijing, on April 22, Beijing ’s Xicheng District announced that it would issue a total of 150 million yuan of consumer coupons. “May Day” is the time when the first batch of consumer coupons will be used; on May 2nd, Beijing Huimin with a total of 50 million yuan Cultural consumer electronic coupons started to be issued. Relevant person in charge of Beijing Changan Mall said that the "May 1st" small holiday has seen a nearly 30% increase in passenger flow over the previous weekend, and sales have increased by 80% month-on-month.

　　Outside the government, many shopping malls and e-commerce platforms have launched promotional activities represented by consumer coupons. Beijing Chaoyang Joy City stated that as of May 5th, 103,000 people had purchased vouchers in the shopping mall applet. On May 1st, sales exceeded 18 million yuan, returning to 80% of the same period last year; passenger flow of 53,000, returning to 50% of the same period last year.

　　According to data from the Beijing Municipal Bureau of Commerce on May 5, the sales of 100 companies in Beijing during the "May Day" period was 3.96 billion yuan, recovering to 94.1% of the same period last year.

　　During the "May Day" holiday, the "May 5th Shopping Festival" series of activities held in Shanghai attracted many companies such as Alibaba, Pinduoduo, Suning, Meituan, etc., all planning to issue consumer coupons and shopping coupons during this shopping festival . Since the launch of the "May 5th Shopping Festival", Shanghai New World City alone has driven consumption growth of more than 100 million yuan, and the number of people visiting stores has increased by more than 100%.

　　According to data from the Shanghai Municipal Commission of Commerce, as of May 4th, major companies have pledged to issue consumer coupons worth more than 20 billion yuan; from the May 4th 20:00 shopping festival to May 5th 14:12, Shanghai The total consumption payment has exceeded 10 billion yuan.

Tourists play on the Jiuqu Bridge in Shanghai Yu Garden Mall. Photo by Yin Liqin

　　In Wuhan, Hubei, the second batch of consumption vouchers in Wuhan was officially opened at 12 noon on April 30, and the validity period was from April 30 to May 6. In just 20 minutes from 12:00 to 12:20 on the same day, Alipay platform had written off 4,000 Wuhan consumer coupons, and the Meituan platform and WeChat platform had also written off about 2,000 each.

　　In Tianjin, Hexi District, Wuqing District, and Jinnan District each placed 5 to 10 million yuan in consumption coupons before the holidays, and the pull ratio of the consumption coupons in each district was more than 10 times; in Xiamen, each district prepared for a 5-day holiday Consumer vouchers of more than 100 million yuan boost consumption and are expected to boost consumption of 1.6 billion yuan; in Shenyang, a total of 185,000 consumer vouchers were written off and used in 22482 merchants in the three days from May 1 to May 3 Driving transaction volume reached 39.689 million yuan ...

"Spreading coupons" for two months, one driving three and five

　　"Make a shopping list in advance, it's good to buy" "10,000 consumer coupons of 300 groups and 400 were snatched out in less than an hour, and customers waiting in line to exchange coupons circled a few times in the mall" ...

　　In order to hedge the impact caused by the epidemic and stimulate consumption to pick up, since March, many places have followed up and introduced policies to expand consumption. "Consumer vouchers" has become the key word.

　　The latest research on Hangzhou consumer coupons based on the big data of Ant Financial payment by Peking University Guanghua School of Management and Ant Financial Research Institute found that, compared with the daily consumption when there is no consumer coupon, every 1 yuan of consumer coupon can drive a new increase of 3.5 yuan Consumption, and suggested that another 500 billion yuan of consumption coupons be issued nationwide.

　　With so many consumer coupons on the market, which industries benefit the most from merchants?

　　Research shows that when the denomination of consumer vouchers is small, the effect of pulling on "essential" consumption is significant. For example, the largest effect of the small consumer vouchers issued on March 27 in Hangzhou is the food and catering service industry; when the consumer vouchers are on April 3 After the increase in the denomination, the "enjoy-consuming" industries such as beauty and apparel have been greatly driven.

During the epidemic, a shopping mall reminded customers to wear masks and keep a distance of more than 1 meter from others. Guo Jiashe

　　For consumers, consumer coupons are also favored by people of all ages.

　　The study found that the use of consumer coupons is not just for young people. Among the new consumption driven by it, the most obvious is the middle-aged and elderly groups. Among them, the consumption pulling effect of the population aged 41-50 is the highest, which is 4.2 times, and the consumption power released by the middle-aged and the elderly cannot be underestimated.

　　"China Mobile Internet Spring Report 2020" also shows that in March 2020, the number of users over the age of 41 who joined the mobile Internet army increased by 9.65 million, accounting for more than half of the total increase, and more middle-aged and older users over 46 Start using the payment application.

　　At present, among the elderly, WeChat is easier to reach middle-aged and elderly users because of its social attributes, which has a greater advantage than Alipay. For Alipay, the issuance of consumer vouchers is also a "knock brick" to open the middle-aged and elderly user base.

Not only buy, buy, but small "vouchers" drive a big transformation

　　In addition to directly stimulating consumption, consumer vouchers have brought many other changes to economic life.

　　How to send such a large amount of consumer coupons to consumers is a big problem. At present, it seems that the main distribution channels for consumer coupons are local government public platforms and payment apps.

　　In some places, the consumption vouchers are issued through a local government public platform based on public accounts, such as “My Nanjing” in Nanjing, “Jinan Local Treasure” in Jinan, and “West City Consumption” public account in Xicheng District, Beijing. More is to cooperate with Internet companies, Alipay, WeChat payment, UnionPay cloud flash payment, Meituan, Yi payment and many other payment apps have participated in the issuance of consumer coupons in different forms.

　　"The advantage of issuing consumer coupons through the Internet platform is first of all to avoid the so-called" gray market "problem." The Executive Director of the Digital Economy and Legal Innovation Research Center of the University of International Business and Economics said that the data on the Internet platform can ensure that government funds flow into the real In the scene, it also helps the government to evaluate the efficiency of consumption coupons.

　　In the process of using consumer coupons, consumers are directed to offline, and a large number of merchants are also transferred online. Consumer coupons not only bring new users, but more importantly, they cover more offline merchants, which has played a role in accelerating the digital transformation of the service industry.

　　"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.

　　Alipay data also shows that during the "May Day" period, under the stimulation of consumer vouchers, more than 8 million small stores across the country achieved a headwind, and their single-day income exceeded the level of the same period last year. Among them, more than 5 million small stores' single-day income was two of May's last year. More than times. 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 be further accelerated.

The physical stores in Hangzhou Longmen Ancient Town are operating normally. Photo by Fan Yubin

　　The "May Day" holiday has passed, but the issuance of consumer coupons has not ended. In the upcoming "June 1" Children's Day, the Dragon Boat Festival small holiday period, many places have already arranged the coupons.

　　At the same time of consumption, many people have more thoughts on how to issue the coupon. Liu Qiao, Dean of Guanghua School of Management, Peking University, believes that in the future, a "double-layer" consumption stimulus plan should be adopted to issue cash coupons to low-income groups and people in epidemic areas. At the same time, digital coupons are issued in more cities across the country to effectively enter the entity economic.

　　Did you get the coupon for "May 1"? What kind of stimulating consumption do you expect? (Finish)