China News Service, March 24. According to the website of the Ministry of Commerce, from January 20 to February 18, 2021, the Ministry of Commerce will work with the Central Cyberspace Administration of China, the Ministry of Industry and Information Technology, the State Administration of Market Supervision, the State Post Bureau and Chinese consumers. The association, together instructing localities and enterprises to carry out the "2021 National Online New Year Festival".
During the New Year’s Festival, national online retail sales reached 905.76 billion yuan.
In order to thoroughly implement the spirit of the Fifth Plenary Session of the 19th Central Committee of the Communist Party of China and the Central Economic Work Conference, and implement the important arrangements of the Party Central Committee and the State Council on the overall planning of epidemic prevention and control and the people's "New Year's Day" service guarantee work for the people, from January 20, 2021 On the eighth day of the twelfth lunar month of the Gengzi Year of the lunar calendar and February 18 (the seventh day of the first lunar month of the Xin Chou year), the Ministry of Commerce, in conjunction with the Central Cyberspace Affairs Office, the Ministry of Industry and Information Technology, the State Administration of Market Supervision, the State Post Bureau, and the Chinese Consumers Association, Jointly instructed localities and enterprises to launch the "2021 National Online New Year's Day Festival" (hereinafter referred to as the New Year's Day Festival).
Focusing on the goal of "preventing the epidemic, ensuring supply, and promoting consumption", all parties take multiple measures and comprehensively implement policies to strengthen epidemic prevention and control, ensure the supply of materials, effectively relieve the pressure of personnel gathering, orderly guide holiday consumption, and effectively serve "local Chinese New Year." , And achieved obvious results.
The New Year’s Festival has a high degree of social attention, a wide range of participation, great influence, good reputation and strong driving force.
Various localities have taken the opportunity to promote the development of new models and new business formats. While achieving the set goals and setting off a "home shopping" craze across the Internet, they are attracting traffic, expanding channels, building brands for farmers, businesses and enterprises, integrating online and offline, and creating prosperity. At both ends of supply and demand, we will achieve a "good start" for online consumption in 2021.
According to the big data monitoring of the Ministry of Commerce, during the New Year's Day, national online retail sales reached 905.76 billion yuan. According to the lunar calendar, online catering sales increased by 48.5% year-on-year, takeaway sales increased by 56.8%, and sales of New Year's Eve dinner series products increased by 78.8%.
One is the strong coordination and guidance of multi-party cooperation.
The guidance departments and units of the New Year’s Festival activities attach great importance to epidemic prevention, supply protection, consumption promotion, protection of rights and interests, emphasis on standards, careful arrangements, careful deployment, high-level promotion, and jointly guide all regions and enterprises to implement the mission requirements of epidemic prevention and supply, optimize and improve the network Consumer-related service guarantee.
The Ministry of Commerce focuses on the overall coordination, mobilization and deployment, monitoring statistics, public opinion propaganda, summary promotion, etc., and guides local and enterprises to actively provide goods to meet the market consumer demand at different stages before and after the Spring Festival; the State Post Bureau encourages postal express companies to arrange production rationally Operate, carry out the "warm bee action" caring for couriers; the Central Cyberspace Affairs Office instructs local cybersecurity and informatization departments to organize activities for online publicity and optimize the digital business environment; the Ministry of Industry and Information Technology instructs manufacturers to fully guarantee the supply of key products and guide Enterprises adapt to the new online consumption model; the State Administration for Market Regulation and the China Consumers Association have strengthened the supervision and dynamic monitoring of the standardized operation of e-commerce platforms, and actively carried out the collection and processing of consumer complaints.
The second is to enrich the content of activities according to local conditions.
Based on actual conditions, all localities coordinate resources and mobilize enterprises. Through government-enterprise linkage, cross-provincial linkage, urban-rural linkage, etc., supporting activities are carried out to enrich the content and scenes of new year's purchases and "New Year on the spot" to promote the deepening of the activities.
Beijing, Shanghai, Jiangsu, Zhejiang, Guangdong and other places give full play to their industry advantages, mobilize institutional forces, and guide various e-commerce platforms to actively participate in the New Year's Day; Shandong, Chongqing, Sichuan and other places combine the characteristics of migrant workers to celebrate the New Year, and strengthen cross-provincial linkage Promotions; Inner Mongolia, Hunan, Guangxi, Hainan, Guizhou, Yunnan, Tibet, Ningxia, Gansu and other places use national e-commerce platforms and local e-commerce companies to complement each other's advantages to promote local flavors and special new year products; Shanxi, Liaoning, Jilin, Heilongjiang, Jiangxi, Hubei, Shaanxi and other places launched e-commerce live broadcast to promote consumption, drive the sales of agricultural products and intangible cultural heritage products, and help companies expand sales channels.
Beijing, Jiangsu, Shandong, Fujian, Guangxi and other places also cooperated with the New Year's Day activities, relying on e-commerce platforms to issue new year's goods consumer coupons, heart-warming consumer coupons, digital currency consumer coupons and other methods to promote consumption and release reform and innovation dividends.
Third, epidemic prevention is in place to lay a solid foundation for guaranteeing supply.
Localities regard epidemic prevention and control as the top priority of the New Year’s Festival, guide, supervise, and help e-commerce companies to implement detailed epidemic prevention measures according to local conditions, and ensure that front-line personnel distribute epidemic prevention materials for e-commerce, warehousing and distribution, takeaway riders, and catering merchants. And vaccinations, regular nucleic acid testing of employees, etc., to create a safe and secure consumption environment for the masses.
Chongqing has implemented vaccination for all workers who are exposed to cold chain and imported goods.
E-commerce platforms and logistics express companies adhere to the synchronization of internal and external defenses, and equal emphasis on human and physical defenses, and through measures such as providing anti-epidemic and cold-preventing supplies, opening up rider posts, and issuing subsidies, ensure the work and life of frontline personnel and encourage employees to stay at their posts.
Fourth, online services guarantee the local Chinese New Year.
E-commerce companies from all over the country have united with e-commerce companies to select products, optimize services, and introduce practical strategies, using live broadcast and cloud services to guide the masses to shop online, reduce offline gatherings, and promote the flow of people and logistics, and move from store to home.
Big data monitoring by the Ministry of Commerce showed that the average daily sales of instant noodles, eggs, bottled water, pork, flour, milk, vegetables, edible oil, and rice increased by 87.3%, 78%, 56.1%, and 48.6%, 47.9%, 41.3%, 38.7%, 38.3% and 30.5%.
The number of local Chinese New Year celebrations in large and medium-sized cities has increased significantly compared with previous years, and local consumer demand has grown rapidly.
Major e-commerce platforms have launched diversified services such as "no closing" and "online appointment, offline consumption" during the Spring Festival to ensure that they meet local consumption needs for the New Year.
Fifth, “home” demand leads to consumption upgrades.
The "New Year in Place" initiative has stimulated vigorous household consumption, and the consumption of green, smart, healthy, and personalized products or services has been upgraded significantly.
First, fitness, entertainment, and puzzle products are popular.
Sales of skipping ropes, dumbbells, tensioners, and fascia guns increased by 301%, 91.5%, 67.5%, and 36.5% year-on-year, respectively. Home game consoles and gamepads increased by 81% and 55.7%, and learning smart products increased by 44.5%.
Second, upgraded products are very popular.
The sales of 5G mobile phones, smart projectors, sterilizing washing machines and gaming notebooks increased by 10.7, 5.1, 5, and 1.6 times, respectively. The sales of smart wireless vacuum cleaners, window cleaning robots, sweeping robots, and energy-saving washing machines increased by 78.6%, 70.3%, and 43%, respectively. And 21.8%.
Third, healthy New Year goods are emerging.
Chinese and Western medicines increased by 104.8%, Cordyceps sinensis and Ganoderma lucidum increased by 97.6% and 58.4% respectively.
On a certain platform, the sales of time-honored brands such as Tongrentang and Pien Tze Huang all increased by more than doubled year-on-year.
Sixth, online traffic empowers offline economy.
Offline shopping malls, service companies, and production companies, with the help of online advantages such as e-commerce drainage, promotion, reservation, and contactless delivery, are more vigorous and vigorous.
Relying on the industrial belt, Sichuan promoted Sichuan tea, Sichuan wine, etc., and online retail sales increased by 45.8% and 14.5%; more than 2,900 industrial enterprises in Guangxi participated in activities with more than 6,500 products, and the transaction volume exceeded 1 billion yuan; Taizhou, Zhejiang held online car promotion The event, joint marketing with more than 190 automobile 4S stores, with sales exceeding 470 million yuan.
Seventh, cross-border e-commerce drives the "export" of Chinese New Year flavors.
Overseas Chinese use the cross-border e-commerce platform to buy New Year's goods online, and China's "quality manufacturing" has accelerated its integration into the holiday life of overseas consumers.
According to overseas data from an e-commerce platform, 20 million overseas consumers are actively shopping online. Domestic brands such as fascia gun, beauty makeup, and mite removal instrument are popular. Online shopping gifts for domestic relatives by overseas Chinese have more than doubled year-on-year.
Eighth, rural e-commerce carries the "two-way circulation" of New Year's goods.
Traditional e-commerce, live broadcasts, etc. are accelerating the sinking in rural areas, helping local agricultural products to better connect to the Internet, and helping more high-quality consumer goods enter the rural market.
According to the big data monitoring of the Ministry of Commerce, during the New Year's Day, the national rural online retail sales reached 129.18 billion yuan.
Another monitoring showed that the online retail sales of agricultural products in 66 former national-level poverty-stricken counties in Sichuan increased by 37.3%.