China News Service, May 25. According to recent data, the economic data in April and the “May Day” period obviously reversed. Among them, the growth rate of total retail sales of consumer goods in April narrowed by 8.3 points compared with March; from May 1 to May, the average daily sales of key retail enterprises increased by 32.1% compared with the Qingming holiday, showing an upward trend. Among them, Whether it is the "Double-Purchase Online Shopping Festival" organized by the Ministry of Commerce, the "May 5th Shopping Festival" held by the Shanghai Municipal Government, or the prying effect caused by the consumption vouchers issued everywhere, all show the great potential of the consumer market. Driving domestic demand with consumption and promoting the economy with domestic demand have become an important part of China's economic development this year.
Also during the May Day, a super live broadcast hosted by CCTV News United States and the United States created a new network-wide record of 3-hour sales of 528.6 million, and once again demonstrated China's ultra-large-scale market advantage and domestic demand potential. And how the retail industry can better drive consumption and tap the potential of domestic demand will also be the main topic this year.
New opportunities for upward consumption
Taking stock of the consumer market in the first half of the year, upward consumption is an unavoidable topic. According to data from the National Bureau of Statistics, in the first quarter of this year, the total retail sales of social consumer goods nationwide was 785.8 billion yuan, and the nationwide online retail sales were 2.2 trillion yuan, a year-on-year decrease of 0.8%, a decrease of 2.2 percentage points from the previous two months. Among them, the online retail sales of physical goods accounted for 23.6% of the total retail sales of social consumer goods, an increase of 5.4 percentage points over the same period last year.
At the same time, new types of consumption and upgraded consumption that have been spawned during special periods have been rapidly cultivated and expanded. New consumer formats and new models represented by live streaming, non-contact distribution, and digital marketing in commercial districts have flourished. Big data monitoring by the Ministry of Commerce shows that in the first quarter of this year, e-commerce live broadcasts exceeded 4 million, and more than 100 county heads and mayors entered the live broadcast room to "endorse" local products. At present, the "new consumption" represented by community marketing and live streaming has become the main way for the retail industry to promote consumption and pull domestic demand.
In this process, many retail companies have made use of their own advantages and constantly tried new consumption patterns. Among them, Gome's rapid transformation has set a model for the industry. Recently, Gome people have exerted their professional skills, focusing on stores, relying on Gome stores and Gome malls to meet new consumer demands through live streaming. Up to now, more than 160,000 communities have been established, and nearly 50 million users can be reached through "grid" operations, and nearly 10,000 live broadcasts with all employees. The new consumption model of "community + live broadcast" has created 3 times. The performance of the hourly live broadcast with the amount of goods exceeding 10 million yuan and 100 million yuan.
At the same time, with more than 2,600 stores nationwide as the core, a user community is established to reach and respond to user needs with the fastest time and shortest distance.
Wang Junzhou, president of Gome Retail, said that the "shopping cart" of 1.4 billion consumers is related to the "basic plate" of China's economic development, and the transformation of retail enterprises is therefore of extraordinary significance. The economic recovery will contribute, and this will be a very meaningful thing. "
New retail infrastructure improves efficiency and promotes domestic demand
In this year's government report, the upgrading of infrastructure is another important task. The report emphasizes that it will focus on supporting the construction of "two new and one heavy" that promotes consumer benefits and improves the structure of the economy, mainly: strengthening new infrastructure construction, developing a new generation of information networks, expanding 5G applications, building charging piles, and promoting New energy vehicles stimulate new consumer demand and help industry upgrade.
For the retail industry with efficiency as its core, the upgrade of retail infrastructure has always been "on the fly". Take Gome as an example. In recent years, Gome has continuously launched "Beidou", "Xinghuo", "Yuncang" and other technical projects, forming Gome's "new retail infrastructure" centered on supply chain, logistics, services and scenarios. The long-term and stable development of the Chinese economy delivers new forces.
"New retail infrastructure" is also an important guarantee for the new economy. With the explosive growth of the new economy, the problems of false propaganda, product quality and logistics delays have also been magnified. In response to such problems, Zhang Zhaoan, deputy dean of the Shanghai Academy of Social Sciences, suggested that government authorities, regulatory authorities, and live broadcast platforms work together to establish a self-regulatory mechanism for live broadcast e-commerce. On the one hand, it provides compliance support to small live broadcast e-commerce companies with insufficient capabilities; on the other hand, it has formulated regulations to clarify the joint responsibility of professional anchors for carrying goods, and strengthen their awareness of compliance self-regulation.
Retail companies have always regarded services as a top priority, especially in the field of live broadcasts. In order to enhance the user's shopping experience, Gome will choose highly professional and credible employees and brand owners in terms of live broadcast candidates. In addition, Gome established a warehouse-type logistics system covering 3-5 kilometers around the stores through a nationwide after-sales service guarantee system and more than 2,600 stores, which can quickly achieve the service of product delivery and installation.
In fact, the retail industry has always played an important role in promoting the economy. Even without the special environment brought by the epidemic, continuously meeting the needs of China's consumption upgrade is also a "mandatory topic" for retail enterprises.
Wang Junzhou believes that retail, as a distribution industry, itself has the mission of promoting consumption and protecting people's livelihood. Under the new consumption trend, retail enterprises should accelerate the iteration of retail infrastructure and explore China's consumption potential on the basis of development. To promote long-term stable and high-quality development of the Chinese economy.