Consumption "compensation" comes from confidence and innovation
Viewing the "heat" of the economy from the new "solution" of consumption
The reporter visited some enterprises and business districts in Shanghai to detect the "hotness" of consumption in the current city. Why choose these businesses, because they are too difficult under the epidemic.
Catering, tourism, hotels, automobiles ... These industries are facing the impact of the epidemic, and even at a certain time period, they even pressed the "pause button". At present, the city is gradually returning to the usual hustle and bustle. Have these businesses changed their "knots" into "new solutions"? Looking for opportunities in a crisis is not just about talking about it. Without real innovation, how can you get out of the crisis. There is a good saying: "It is better to think about the future than to worry about the present." Sometimes it stops to stop the future. The next road may be hiking, full of unknowns and adventure, or it may be an acceleration run before take-off.
"High" Peng Manzuo Culture and Tourism Integration, Innovation and Upgrade
Under the epidemic situation, the "Just Walk in the Clouds" experience project of the Jinmao Building, which was launched in 2016, enabled the 88th-floor sightseeing hall to achieve "overtaking on a bend". The 340-meter outdoor high-altitude, fully transparent and non-fenced air walkway was first opened on April 22nd. "Infection control measures including online appointments, time-sharing appointments, and real-name system will become a new normal in the future, which will not only reassure tourists, but also accelerate the upgrade of smart tourism, which will be very helpful for the long-term high-quality development of the tourism industry." Jin Chen Wei, senior sales manager of Mao Tower Tourist Office, said.
The “Top of Shanghai” sightseeing hall on the 119th floor of the Shanghai Center, which has gradually regained its “heat”, has also become a popular place for online celebrities. What changes has it made? The answer from the merchant is: experience. The 632-meter Shanghai Center has fixed the highest point of the Shanghai skyline. Due to the epidemic, the indoor scenic spots have not yet resumed normal opening, but its newly launched cloud afternoon tea and dinner provide tourists with new options, even a hard-to-find .
Offline upgrade experience, online digital exploration, "cloud travel" has become a hot word. Through VR, live broadcast and other forms, many scenic spots, scenic spots, museums and art galleries across the country have achieved "cloud viewing", broadening marketing channels and service radius.
The active exploration of the industry has gradually made tourism consumption "thaw". Although the recovery is still in the process, businesses are still full of confidence in the future market.
If "fish" wins water "foreign choice" for foreign investment
Taking advantage of the “May 5th Shopping Festival” in Shanghai, the salmon chilled products of Norway Meiwei Aquatic Products (Shanghai) Co., Ltd. (“Meiwei” for short) entered more Chinese households through the online platform of “Global Fishing Market”, and the live broadcast was far more popular It is expected that online products supplied on the first day of live broadcast will be sold out.
The sudden outbreak is a huge challenge for Maywell, which has just entered the Chinese market. To meet the standards of ready-to-eat salmon, the requirements for food safety are very high. After the outbreak, do companies like Meiwei need to stop production? After repeated communication with multiple functional departments in Luojing Town, Meiwei did not "get it all."
"The food supply belongs to the" supply protection "enterprise. Although the epidemic situation is severe, we think that as long as there are solid anti-epidemic measures and strict implementation in place, we can ensure food safety, which is also helpful to protect the common people's dining table." Xi Xiuzhi, vice mayor of Jingzhen, said.
"In May 2019, the production line of Maywell's processing line has been put into production, and its sales have reached about 150 million yuan. The future market prospects are more promising. We are very confident." Zhang Lirong, commercial manager of Norway Maywell Aquatic (Shanghai) Co., Ltd.
In the first quarter of this year, Shanghai actually received US $ 4.669 billion in foreign capital, a year-on-year increase of 4.5%, of which it increased by 20.8% year-on-year in March, realizing the contrarian growth under the epidemic. The investment trend of foreign-funded enterprises shows that the business environment in Shanghai behind confidence, confidence, and intimacy has made this hot spot for investment a "best choice" for foreign investors.
Old-fashioned, new "trick" Old-fashioned new "tide brand"
In the cold winter of catering under the influence of the epidemic, the old brands have turned to the front line and joined the "Takeaway Army". During the closing of dine-in, Nanxiang Steamed Bread Shop of Chenghuang Temple carried out the same-city distribution through micro-stores, and the repurchase rate reached 19%.
"Dinner food was closed at the time, and online delivery became our only sales channel. Can consumers taste the taste of our shop without the steamer in our store? To ensure that the taste remains unchanged, we also deliver in the delivery package A special porcelain plate was used to steam the small cage. "You Yumin, the sixth-generation non-genetic inheritor of Nanxiang Mantou Store, said.
During the epidemic, old-time catering enterprises began to produce standardized finished products or semi-finished products for retail sale in order to save themselves. At the end of January this year, the old Shanghai restaurant launched a take-out package, with an average per capita of about 50 yuan, and an average daily sales of nearly 100 copies, which eased the pressure on the store's ingredients inventory. With the advancement of resumption of production and production, the Shanghai Old Hotel started its "white collar lunch" business for the first time in 145 years, and provided customized employees' group meals to surrounding enterprises and institutions through WeChat groups.
"We are considering to develop group meals into regular service items in old restaurants, fully realize the product structure, expand the business scope of the brand, and continue to provide services to people in need." Ye Jun, general manager of Shanghai Old Hotel, said, It will come with difficulties, it is better to think about the future than to worry about the present. "
In order to attract more young people's attention to the well-established brands, Yuyuan Mall will launch hundreds of live broadcasts during Shanghai's “May 5th Shopping Festival” this year, attracting consumers with novel online gameplay and cross-border cooperation.
There is a "consumer" policy, the dividend car market picks up
After a period of sluggish sales, the auto market ushered in a series of favorable policies. On April 29, 11 departments including the National Development and Reform Commission issued the "Notice on Several Measures to Stabilize and Expand Automobile Consumption." The notice proposes to adjust the national six emission standards to implement the relevant requirements, improve the financial and tax support policies related to the purchase of new energy vehicles, accelerate the elimination of obsolete old diesel trucks, smooth the circulation of second-hand car transactions, and make good use of automobile consumer finance. Each policy All accurately responded to market expectations.
According to incomplete statistics, more than a dozen provinces and cities have issued policies to encourage automobile consumption after the outbreak. In Shanghai, the number of non-operating bus licenses increased by 40,000 in 2020, and the government will grant an additional subsidy of 5,000 yuan for the charging costs incurred by consumers in using new energy vehicles. The policy dividend "sets the stage" and corporate promotions "sing operas".
Driven by the “May 5th Shopping Festival” in Shanghai, SAIC Group alone has accumulated 40,924 prospective customers in Shanghai during the “May Day” holiday, a year-on-year increase of 91.4%. The reporter recently came to Shanghai for the "May 5th Shopping Festival" car carnival event, even on the working day booth is full of people.
Major brands are also doing their best to promote sales. Cadillac has launched a "rent-for-sale" plan. Roewe's new models are scheduled to enjoy discounts and can be returned for 30 days without reason. SAIC Chase's vehicles can be customized by users ... … Yin Bocheng, SAIC MG Brand Experience Instructor, said: “We had expected to sell about 200 cars from the events of May 1st to 10th. As a result, we sold 100 cars in the first three days. By May 9th, we had exceeded 300 cars. . "
Holding the heart of "melon" and modern digital transformation of agriculture
With the support of the agricultural assistance policy, the melon farmers in Pudong, Shanghai delivered fresh melons and fruits to the tables of thousands of households through various new channels.
At 8 a.m. on May 14, Qiao Zhan, head of the Shanghai Tingwa Fruit and Vegetable Professional Cooperative, walked into his watermelon shed to check the maturity of the watermelon. Qiao Zhan said: "The 8424 watermelon we planted is soft and delicate, refreshing, sweet and not greasy. People in Shanghai and the surrounding areas like to eat it."
The outbreak of the epidemic has reduced the marketability of agricultural products, and Nanhui 8424 watermelon also encountered difficulties in marketing. How to open the market for agricultural products, the staff of the Agricultural and Rural Committee of Pudong New District found a "method to solve the problem."
"Offline sales are difficult, so we will go online." Said Cheng Xiaolong, director of the Comprehensive Development Division of the Agricultural and Rural Committee of Shanghai Pudong New Area. From April 26 to May 11 this year, sales of watermelons in Pudonghui District of Shanghai have exceeded 310,000, and sales of melons have also exceeded 250,000. "
Qiao Zhan is also one of many senior melon farmers who try to sell melons by live broadcast. Every weekend, Qiao Zhan started live broadcasting on time, opened the live broadcasting room in Tiantou and the greenhouse, and showed the audience Nanhui 8424 watermelon vividly by finger-opening melons and other "unique tricks".
According to Cheng Xiaolong, drawing on the practice of online courses for students, Pudong New District and Shanghai Agricultural Radio and Television School have set up online courses for farmers. In order to promote the restoration of agricultural production and ensure the stable supply of vegetables, Pudong New Area has also issued a series of support policies.
A watermelon affects the heart of melon farmers and the government. With the support of the government, digital technology has been grafted into modern agriculture, allowing farmers to sell melons with peace of mind, and people to eat melons with confidence.
Can not prevent "leftover" hotel industry brewing new opportunities for recovery
Paul Hugentobler, general manager of the Shimao Intercontinental Hotel in Shanghai, who took office at the end of last year, did not expect that he would be greeted by a sudden epidemic. With the normalization of the epidemic prevention and various new measures to stimulate consumption, this hotel has restored the attributes of the old city "net red punch card". More than 300 rooms are built on the cliff wall 88 meters below the ground. Reservations are full on weekends and holidays. It can be said that there is no "leftover room".
Low-cost pre-sales help hotels exchange valuable cash flow, attract consumers at different levels, and maintain brand awareness and appeal, preparing for the market to return to normal. In a live broadcast on May 6, the InterContinental Shanghai Sheshan Hotel sold 5,000 products in half an hour, with sales of nearly 15 million yuan.
"The average occupancy rate for the May Day holiday is as high as 95%, and we conservatively estimate that the occupancy rate for the Dragon Boat Holiday should exceed 80%." Said Hu Chengdao, deputy general manager of the InterContinental Sheshan Shimao Hotel in Shanghai.
Dai Bin, president of the China Tourism Research Institute, believes that the epidemic is like a "catalyst" and profoundly affects the business logic and development model of the entire industry. Deep cleaning of the rooms, equipped with protective and anti-killing materials, physical examination of employees and wearing masks, non-contact services of robots ... Major hotel groups have upgraded the hygiene standards from the operating specifications, and copied and reproduced these experiences in the Chinese market. global.
Establishing consumer trust is only the first step. The core of the hotel industry's recovery from short-term low-price-driven recovery to long-term stable resale is to continuously enrich product design, adjust business structure and marketing strategies based on its own characteristics and advantages.
At present, China is the world's second largest market for InterContinental Hotels Group and the fastest growing market. "Who can launch more personalized and differentiated products and services that meet the new consumption needs of passengers, who can seize the opportunity in the recovery. We are confident in the development prospects of the Chinese hotel market." Yao Junbo said. (Reporters Jia Yuankun, Zhang Mengjie, Wang Chenyang, Cheng Siqi, Yuan Quan)