Shanghai: Strengthen the "Five Types of Economy" and Become a New Consumption Growth Point
This year is the beginning of the "14th Five-Year Plan" period. Adhering to the strategic basis of expanding domestic demand has become an important support for building a new development pattern.
◆The east extension of Nanjing Road Pedestrian Street was a landmark event in Shanghai's consumer market last year.
Photo by our reporter Yuan Jing
■ Chief reporter Xu Jinghui
The east extension of Nanjing Road Pedestrian Street was a landmark event in Shanghai's consumer market last year.
Benefiting from this, New World Daimaru Department Store handed over a gratifying "annual report": In 2020, sales reached 2.097 billion yuan, an increase of 1.89% compared to 2019.
General Manager Zhang Yi summed up the “password” that is flying against the trend into two points: On the one hand, there are the largest number of cosmetic counters in Shanghai, which has built a bridge to promote consumption; on the other hand, the integration of business, travel and culture brought by Dongtuo The trend of development has also infinitely enlarged the reach of consumption.
This year is the beginning of the "14th Five-Year Plan" period. Adhering to the strategic basis of expanding domestic demand has become an important support for building a new development pattern.
The "14th Five-Year Plan" and the draft of the 2035 long-term goal outline proposed that a strong domestic market should be formed, "the implementation of the strategy of expanding domestic demand and the deepening of supply-side structural reforms should be organically combined, and innovation-driven, high-quality supply will lead and create new demand. ".
Take the first step and see the new weather.
Shanghai’s “14th Five-Year Plan” clearly puts forward the goal of building an international consumption center city, unblocking the “big cycle”, promoting the “double cycle”, developing the “five-type economy”, optimizing the business environment, and allowing the huge domestic demand market to grow in the new This year continued to inject surging vitality into Shanghai and China.
Promote the "double cycle" and build a "strategic link" to expand consumption
Shanghai is the first stop for many international brands to enter the Chinese market, and it is also a bridge for brands from Shanghai to the hinterland of China.
The second largest concentration of retailers in the world, the location of the China International Import Expo, the commanding heights of the "primary economy"... the unique label on Shanghai is a significant advantage in creating an international consumer center city.
In the context of building a new development pattern, Shanghai's consumption acceleration has a vane-like leading and driving significance.
On January 23, the "3CE" flagship store in Shanghai opened in Xintiandi, and at the same time limited series such as Jiugongge Eyeshadow Palette and Velvet Lip Glaze were first released.
If you look back, this Korean brand made its "China debut" at the first CIIE, and then quickly landed in the Chinese market with the help of the spillover effect of the CIIE.
There are many more brands that follow the same path to enter China. At the third CIIE, French luxury brand Carlof participated in the exhibition for the first time, bringing an 88-carat black diamond to the "China First Show", and non-stop outside the exhibition. The "first store in China" opened in Shanghai was surprised by the company's president Bassam Azakir, because "it took only 115 days from the decision to the opening of the first store."
Nowadays, the time for goods and services to travel from the world to China has been greatly shortened, and the path has been accelerated. As a domestic and international dual-cycle strategic link, Shanghai has become the brand's first store, first place, and first show, while also strongly driving market consumption.
In 2020, the total retail sales of consumer goods in Shanghai will reach 1593.25 billion yuan, an increase of 0.5% against the trend, and the growth rate is 4.4 percentage points higher than that of the country, and it will continue to top the list of cities in the country.
From the perspective of the national consumer market, such a vibrant consumer city must also be the central node of the domestic cycle, attracting more new original brands, retail formats, and business models to test the waters, grow, and replicate across the country.
The shoe designer brand Lost in echo is an original fashion brand established in Shanghai in 2018. Last year, its sales in e-commerce channels increased by more than ten times, with sales approaching 30 million yuan.
The principal Yu Qing said that in recent years, the new generation of consumers' preference for domestic brands has increased significantly, and many domestic original design brands will also start their businesses in Shanghai.
Shanghai’s 14th Five-Year Plan pointed out that to seize new opportunities for domestic expansion of domestic demand, online consumption, experiential consumption, and health consumption are regarded as the “back waves” of new types of consumption.
At the beginning of this year, Shanghai has revealed a number of blockbuster experiential consumption venues. On the first day of construction in 2021, the "Shanghai International New Cultural and Creative E-sports Center" with a total investment of 5.8 billion yuan will be constructed in the Hongqiao Business District. E-sports pan-entertainment dynamic community; the world's largest indoor ski resort project "Ice and Snow Star" in the new area of Lingang is speeding up construction, and it is expected to be basically completed by the end of next year...
Develop the "five-type economy" and find new breakthroughs in system integration
Consumption is never just a one-off transaction on the counter. Behind it is a huge hinterland of production and manufacturing, as well as investment, entrepreneurship, employment and more. To build a new development pattern, we must systematically examine it from a higher perspective. , To expand new advantages and stimulate new vitality.
Shanghai’s "14th Five-Year Plan" first proposed the development of a "five-type economy". This is a brand-new economic form. Whether it is an innovative economy, a service-oriented economy, an open economy, a headquarters-based economy, or a flow-based economy, it is closely related to consumption. , Are looking for new breakthroughs and "innovative eyes" in system integration.
Limited-edition Nike AJ1 sneakers, Casio and One Piece co-branded watches... The rise of "Generation Z" has its own opinions on personalized fashion consumption.
Seizing the opportunity, Shanghai's traffic-based economic enterprise Dewu App has grown into a new generation of trendy online shopping communities in just a few years. It not only aggregates traffic, unblocks channels, releases consumption, but also efficiently flows and adds value through data, a production factor, and continues to help talented people. Designers incubate a new generation of national tide brands and create new demands through new supplies.
Last year, the retail sales of online stores in Shanghai was 260.639 billion yuan, a year-on-year increase of 10.2%; the added value of Shanghai's information transmission, software and information service industries increased by 15.2%... "New forces" in the flow-based economy are emerging.
The "five-type economy" is like reaching out and spreading five fingers, each with its own power points, and it can also be imagined in the integration of each other.
Let’s take a pair of trendy shoes that young people love as an example. Because the “non-standard” attribute once made it difficult for the product to be identified in the identification process, the company provided a system solution from an artificial intelligence company in Shanghai to make a “CT” for each pair of shoes. Use "AI appraisers" to assist in inspection and identification, and build the core barriers in the field of identification of trendy products.
In the past year, the scale of Shanghai’s artificial intelligence industry was nearly 200 billion yuan, an increase of more than 30%; the scale of Shanghai’s integrated circuit industry was about 200 billion yuan, an increase of more than 21%...Shanghai is represented by integrated circuits, artificial intelligence, and biomedicine. Although the strategic emerging industries were frozen for a short period of time due to the epidemic at the beginning of the year, they restarted soon afterwards, and accelerated construction to lead a new round of industrial upgrading, which will help Shanghai reshape the competitive advantage of the real economy.
Optimizing the business environment and planting fertile ground for innovation and development
On the first working day of 2021, Mr. Shen successfully established Shanghai Lianling Trading Co., Ltd. in Songjiang through remote online identity authentication and electronic signature in Changzhou, Jiangsu, in order to expand business in Shanghai.
The two major industries, leasing and business services, and wholesale and retail, were the places where Shanghai's enterprises "newborns" gathered last year, and 227,500 newly established enterprises "have landed", which greatly promoted the prosperity of the market.
Behind the "high birth rate" is inseparable from the optimization of the business environment.
To attract enterprises from all over the country to settle and develop, Shanghai has made new and practical moves in the access link.
According to Kang Yan, deputy director of the Registration Division of the Municipal Market Supervision Bureau, since December 31 last year, applicants can handle business registration and other matters without having to come to Shanghai. The "cross-provincial administration" service involves all types of market entities. Cover the entire life cycle of various market entities.
Attracting global companies to settle in Xingye, Shanghai has precisely researched the development texture and tailored development policies.
Promulgated the country's first local regulations on foreign investment, introduced 24 policies on the use of foreign capital, established a joint complaint mechanism and complaint center for foreign-funded enterprises... a series of policies "plant plane trees and attract phoenix".
Last year, Shanghai's actual utilization of foreign capital exceeded US$20 billion for the first time, setting a record high, accounting for more than one-tenth of the country's share. It firmly built the unique advantages of an "open economy" and provided a source of vitality for the further formation of a strong domestic market.
Looking forward to 2021, Zheng Shuohuai, a global partner of Bain & Company and chairman of the retail business in Greater China, believes that in the period affected by the epidemic, government regulators will assume an increasingly important role to ensure the continuity and stability of the market. "In the future, Under a reasonable and regulated competitive environment, the Chinese retail market represented by Shanghai will usher in new development opportunities."