E-commerce online shopping festival reflects multiple consumption trends
Our reporter Feng Qiyu
In June, the situation for litchi in Guangdong has been mixed.
The good news is that this year's lychee harvest is abundant. Before and after the "618 E-commerce Online Shopping Festival", the delivery volume of lychee increased by nearly 1.5 times compared with the same period of the previous year. The worry is that due to the impact of the epidemic, lychee, which is mainly air transported, was not smoothly exported from Guangdong.
"SF Express adjusted the plan in time to provide multiple guarantees for all aspects of seasonal product transportation." Tan Jinghua, the sales manager of SF Express, told reporters that as of June 14th, SF Airlines' 66th all-cargo aircraft officially joined the fleet, giving priority to guaranteeing the delivery of Guangdong Litchi , To meet the delivery needs.
This "episode" of the e-commerce online shopping festival reflects the multiple tones of the current consumer market: there are both "Internet + physical commerce" innovative methods to comprehensively improve circulation efficiency, as well as the pressure brought by the epidemic to the recovery of consumption, which is more visible. The transformation of my country's consumer market, the rise of the sinking market, and the trend of consumer Internet transition to industrial Internet.
"National Tide" has become a new fashion in consumption
"It doesn't matter whether it is '618' or'Double 11', the live broadcast platform must be the first one." Speaking of shopping experience, Liu Wan, an Anhui girl born in the 90s, was very excited.
She told reporters that live e-commerce companies such as Wei Ya and Li Jiaqi usually start the first wave of pre-sales at the end of May, and pay the balance at 0:00 on June 1. "You don't have to wait until June 18, when I have everything I want to buy. ".
"At present, the needs of consumers and the way and content of communication with consumers have undergone tremendous changes." said Xu Lei, CEO of JD Retail Group.
At the same time, with the acceleration of consumption upgrades, the market has become more segmented, and the sinking market, the silver economy, community consumption and instant consumption have also shown broad space.
Under the dual effects of changes in consumer groups and changes in channels, the market recognition of domestic brands has continued to increase, and "national tide" is becoming a new consumer fashion.
"618" was off to a good start. Tmall set up an exclusive venue for time-honored brands for the first time. The overall turnover exceeded 1 billion yuan, and the single-day revenue of 61 time-honored brands reached 1 million yuan.
According to JD.com's big data, compared with the year-on-year growth rate of international brands, the growth rate of Chinese brands' turnover in 2020 is 6% higher, the number of brands is 5% higher, and the number of users is 18% higher.
Among the top 10 consumer brands, domestic products occupy 7 seats. Among them, Huawei, Xiaomi, Moutai, Honor, Gree, Li Ning, Wuliangye and other brands have received widespread attention.
"Since the beginning of this year, my country's economy has accelerated its recovery, domestic activity has increased, and consumption has continued a good recovery trend." Zou Yunhan, an associate researcher of the Economic Forecast Department of the National Information Center, said in an interview with a reporter from the Economic Daily.
E-commerce service agricultural products "upward"
Consumers' demand for high-quality agricultural products has exploded.
According to JD.com’s big data, since the beginning of this year, users’ searches for origins have exceeded 2.5 times that of the same period in 2020. Yunnan, Xinjiang, Sichuan, and Hainan are the most searched agricultural production areas by users; consumption of agricultural products in production areas has also shown a high-fold increase.
During the "618 E-commerce Online Shopping Festival", the additional purchases of high-quality agricultural products exceeded the usual three times.
"The core point of the development of high-quality agricultural products is to break through the blockages in the circulation process and avoid blindly pursuing low prices." Li Yongjian, director of the Internet Economic Research Office of the Chinese Academy of Social Sciences Institute of Financial Strategy, said that e-commerce platforms can better solve high-quality The problem of information asymmetry in the marketing process of agricultural products is realized through the visualization of the entire supply chain process to ensure the quality of agricultural products.
Liu Decheng, Director of the Circulation Development Department of the Ministry of Commerce, said that it is necessary to strengthen the overall planning capabilities of county-level e-commerce public service centers, provide market development, resource docking and other services for e-commerce enterprises, family farms, farmer cooperatives and other entities, and enhance e-commerce services. Upward capacity of agricultural products.
Bai Ming, deputy director of the International Market Research Institute of the Ministry of Commerce, believes that in the process of building a new domestic and international dual-cycle development pattern, the digital economy will more closely optimize the allocation of supply-side resources and demand-side space.
Upgrading on the supply side
During the "14th Five-Year Plan" period, my country must accelerate the cultivation of a complete domestic demand system, which requires the removal of various obstacles and restrictive factors that hinder the market allocation of production factors and the circulation of goods and services, reduce the transaction costs of the whole society, and form demand-driven supply, Supply creates a dynamic balance of demand.
This year, more than 200 industrial clusters resonated at the same frequency as JD’s “618 E-commerce Online Shopping Festival”.
Within 15 minutes of the opening on the 18th, the hot sales of computer digital products drove the turnover of platform merchants in the digital industry belt in Jiangsu, Zhejiang and Shanghai to increase by 15 times year-on-year.
Zhang Jun, Dean of the School of Economics at Fudan University, believes that, unlike the winner-take-all logic in the development of the consumer Internet, under the industrial Internet ecology, the collaboration and cooperation of supply chain companies in the industrial system will become the norm, shifting from the consumer Internet to the industrial Internet It is an unstoppable trend.
At present, the digital economy and the real economy are deeply integrated, transforming from improving "transaction efficiency" to improving "transaction efficiency + industrial efficiency". In the future, the in-depth integration of the digital economy and the real economy needs to be more in line with the infrastructure investment in the digital age, which includes faster and more accurate transmission of information, and more efficient ways to achieve products and services from the supply side to the demand side .