Promoting consumption "transcripts" dazzling fancy consumer coupons "dominant screen"

　　Our reporter Chang Xiaoyu

　　Trainee reporter Yang Jie

　　Although the "tricks" for promoting consumption in various places have been renovated this year, consumer vouchers seem to have always maintained a high "exposure rate". If consumers do not use a few vouchers, there will always be a feeling of "missing one billion".

　　On December 8, Sun Yao, a member of the Beijing Municipal Bureau of Commerce, deputy director and first-level inspector, stated at the 2020 (14th) Beijing Business Summit Forum that during the Beijing consumption season, a total of 6 platform companies in Beijing issued Government and enterprise consumer coupons, more than 80,000 participating merchants.

As of December 4, a total of 39 million government-enterprise consumer vouchers have been issued, with a total financial subsidy amount of 829 million yuan, sales of 12.06 billion yuan, and a 14.5 times leverage.

　　Behind the bright data cannot be separated from the "assistances" of consumers.

Ms. Liu, who works in Beijing, told the "Securities Daily" reporter that since this year, except for work, she has spent most of her time at home. It was not until the issuance of consumer vouchers in Beijing that she "rekindled" her enthusiasm for consumption and went to the JD App to receive the vouchers. It has become her weekly "compulsory course".

　　"Fortunately, many of my favorite businesses have participated in this event. Take the original price of 160 yuan as an example, use a 160 yuan to get 60 yuan off (40 yuan offline dining and shopping coupon + 20 yuan superimposed merchant discount) After purchasing the coupons, I only need to pay 100 yuan in the end, which can be said to be quite sincere. I started using the coupons in September, and I have saved nearly 1,000 yuan by rough calculations.” Ms. Liu revealed that later she found out that the food delivery platform was also gradually Distributing take-out coupons of RMB 40 minus RMB 15 is simply "too enjoyable" for a senior "foodie" who can't pull his legs when he sees good food.

　　In addition to Beijing, according to the incomplete analysis by a reporter from the Securities Daily, since this year, many places across the country have intensively introduced a number of measures to promote consumption and generously "distribute coupons" to promote the steady recovery of the consumer market.

　　In April, the “Notice on Issuing Consumer Vouchers to Promote Consumption Replenishment and Potential Release” jointly issued by the Shandong Provincial Department of Commerce and 7 departments proposed to encourage municipal and county governments, departments, organizations, enterprises and other entities to adopt paper and electronic In the same month, the “Notice on Doing a Good Job in Stimulating Consumption Potential and Stabilizing Economic Growth” issued by the Sichuan Provincial Department of Commerce issued a proposal to encourage the strengthening of government-enterprise cooperation and bank-enterprise cooperation. , Through the issuance of consumer vouchers, vouchers, consumer draws, etc., organize key industries that are more affected by the epidemic, and carry out promotion of business, travel, and cultural integration to stimulate residents’ desire to consume, promote consumption replenishment and potential release; August 24 On the same day, the General Office of the Wuhan Municipal People’s Government announced the "Several Measures for Wuhan to Support the Recovery and Development of the Cultural Tourism Industry", announcing that it will issue 80 million yuan in cultural tourism consumption coupons to guide and drive the city's cultural tourism consumption...

　　"The issuance of consumer vouchers in various places not only stimulated short-term consumption, but also accurately supported the recovery of related industries." Fu Yifu, a senior researcher at the Suning Institute of Finance, told a reporter from the Securities Daily. Specifically, issuing consumer vouchers is equivalent to a government or enterprise The purchasing power is transferred to the public and used for consumption in specific areas within a certain period of time, thereby rapidly increasing the marginal propensity of residents to consume in the short term, stimulating the recovery of consumption in related areas, and driving the improvement of production and operation of enterprises and alleviating the pressure of economic operation.

Compared with issuing money directly, issuing consumer vouchers can be used for consumption rather than saving, and the stimulus effect is more obvious.

In addition, consumer vouchers can also significantly improve the living conditions of low-income families during the economic downturn, and lay a good foundation for the implementation of long-term policies to promote consumption and expand domestic demand.

　　With the blessing of various measures, some of the above-mentioned regions have also handed in beautiful "report cards" for promoting consumption.

For example, during the "Fourth Shandong Culture and Tourism Consumption Season for the People" in Shandong Province, 150 million yuan in cultural and tourism-benefiting consumer vouchers were issued at the provincial, city, and county levels, directly driving consumption of 984 million yuan and indirectly driving consumption. Reaching 11.516 billion yuan; Sichuan Province has helped the catering industry to pick up and recover through policies, finance, and activities. A total of 19 cities (prefectures) in the province have issued 150 million yuan in catering consumption coupons, stimulating consumption of more than 600 million yuan.

　　Although the areas and angles targeted by consumer promotion policies across the country are different, for consumers, it is a consensus to enjoy tangible benefits.

"The government has joined hands with businesses to launch a series of real money transfer activities, which really attracted many consumers to participate." Nanjing citizen Ms. Tang told the "Securities Daily" reporter that since this year, she has enjoyed many concessions from eating food to dressing up.

　　Talking about whether consumer vouchers can be used as a conventional tool to stimulate consumption, Fu Yifu said that although the stimulus effect of consumer vouchers is immediate, it cannot fundamentally change people's future income expectations, and it does not rule out that some consumers use it when buying goods. The consumer vouchers are used, but the cash originally planned for consumption is saved.

In other words, consumer vouchers are only a one-time improvement of consumers' ability to pay, but they cannot inject long-term momentum into the consumer market, so they can only be regarded as "a temporary solution rather than a permanent cure."

Therefore, in the long run, if you want to really promote the development and growth of the consumer market, efforts should be made in terms of stabilizing employment, increasing residents' income, optimizing the quality of goods and services, improving market order, and protecting consumer rights.

(Securities Daily)