【People's Livelihood Observation】
This year's Spring Festival is the second Spring Festival in the epidemic prevention and control process. Many people responded to the call and chose to celebrate the New Year on the spot.
Although celebrating the New Year in situ is an extraordinary move in our country under special circumstances, it has also prompted a new look for festival consumption, drove new demand, and led a new consumption trend.
Under the new situation of in-situ Chinese New Year, with the advancement of network technology, new forms of consumption such as "self-healing New Year's Eve dinner", "promising New Year's Eve", and "cloud New Year greetings" continue to emerge. The Spring Festival consumption is not only full of traditional festival flavors. At the same time, many new characteristics and new trends are presented, both the transformation and upgrading of traditional demand, and the strong pull of emerging demand; both the continuous boom of physical consumption and the rapid rise of service consumption.
The overall situation of the Chinese New Year consumer market not only confirms the strong momentum of China's economic recovery, but also reflects the market's firm confidence in my country's future economic development.
Service consumption is full of Chinese New Year culture.
The sales of New Year gifts, traditional foods, emerging electronic products, and local specialty products have grown rapidly, and emerging consumption such as online consumption, customized consumption, experiential consumption, and smart consumption has many highlights.
In particular, the Chinese New Year consumer market presents a new feature of online shopping for New Year goods, and online shopping for New Year goods and online meal ordering are popular.
New Year’s Eve dinners have become popular for take-out, live broadcasts have emerged during the Spring Festival Gala, and mobile payments have become popular with red envelopes.
Individual needs, convenience needs, emotional needs, cultural needs, and health needs have become new trends.
This year's Spring Festival, the trend of consumer quality is more obvious, showing an upgrade trend from "stocking" to "seeking quality".
The development of technology and the emergence of various channels have caused major changes in the interaction between brands and users. High-end beauty and children’s amusement formats have shown strong fission effects. Various retail markets, bistros, theaters, etc. Indoor sports and other formats have become a new way for families and friends to gather and entertain.
The strong digital ecology and foundation have enabled Chinese consumers to quickly turn online. New consumption methods have emerged. New retail such as health services, convenience dishes, and pet consumption has become popular. It has become more platform-based in terms of production methods, product attributes, and supply methods. Entertainment and social attributes.
It is worth noting that young people's consumption has led the new trend of festival consumption and has become the growth engine of Spring Festival consumption.
Young consumer groups have given birth to new consumption patterns and demands.
Young consumers in the sinking market prefer "net celebrity" snacks, which are high-value, compact and interesting products; the popularity of the cute pet economy during the Spring Festival continues to rise; the two-dimensional economy has exploded; niche apparel has been favored...the last wave has come, The new consumer trends are more interactive, driving the shopping carts of middle-aged and elderly people to become more and more fashionable.
Chinese New Year in situ gives birth to new opportunities for economic development.
With the further development of the people's ever-growing needs for a better life, the people's consumption level and quality are accelerating.
Complying with the consumption upgrade trend, strengthening digital empowerment, improving circulation efficiency, and stimulating consumption potential and vitality provide new opportunities for economic recovery, making China officially enter the "good consumption era".
How to better adapt to the "good consumer era"?
First of all, to allow new technology to add wings to new consumption and guide the quality and expansion of new consumption business models. It is necessary to provide a guarantee for establishing and improving the operating mechanism of new consumption business models and new models.
It is necessary to actively guide the orderly development of new models such as “Internet +” distance shopping and distance education, promote new and old business models to complement each other’s strengths and complement each other, explore the two-way development of online and offline consumption models, encourage the development of business, travel, cultural and sports integration, online and offline integration, and achieve The upgrade from "product" to "industry" further activates market sentiment.
Second, use high-quality supplies to support new consumption, and expand and optimize the consumer market to release consumption potential.
my country's economy has maintained positive growth after experiencing the impact of the new crown pneumonia epidemic last year, and the domestic demand market has shown strong resilience and vitality.
Expand domestic demand and raise the level of domestic large-scale circulation. Consumption is the joint link and important engine for smoothing the domestic large-scale circulation.
At present and for a period of time in the future, in view of the crux of restricting the quality and upgrading of consumption in my country, we must conform to the people's yearning for a better life, improve the quality and level of supply, strive to expand consumer demand, release consumption potential, and make better use of the "double cycle" of consumption. Basic role in the new development pattern.
"Embracing new demands" should continue to introduce products and services that are more in line with consumers' tastes, meet consumers' individualized, diversified, and quality needs, and promote the formation of new formats and continuous optimization and upgrading of new supplies.
Third, it is necessary to broaden the "open source" channels, increase the income of the people, and let consumers "can consume", "dare to consume" and "willing to consume".
Increase the income of the people, increase the combination of tax incentives and support, optimize the income distribution system for high-income groups, and increase social security for low-income groups, so that different groups have more money for consumption.
Create a good consumption environment and let consumers "dare to consume".
Cultivate new growth points for consumption, actively guide enterprises to expand the mid-to-high-end consumer market, continue to meet consumer demand for mid-to-high-end consumption, and increase the supply of service-oriented consumption represented by education, culture, pension, and medical care.
(Author: Liu Jiangning, associate professor of the Department of Foreign Economic and Trade University)