A few days ago, the State Council issued the "14th Five-Year Plan for Digital Economy Development", which clarified the guiding ideology, basic principles, development goals, key tasks and safeguard measures for promoting the healthy development of the digital economy during the "14th Five-Year Plan" period.
When referring to the creation of a new digital life of smart sharing, the "Planning" mentioned "cultivating a group of new consumption demonstration cities and leading enterprises" and "cultivating the awareness and habits of digital consumption of the whole people".
According to the "White Paper on the Development of China's Digital Economy" released by the China Academy of Information and Communication Technology last year, the scale of China's digital economy will reach 39.2 trillion yuan in 2020, accounting for 38.6% of GDP, ranking second in the world; the growth rate increased by 9.7% year-on-year, ranking first in the world. It ranks first in the world, which indicates that the digital economy industry has become an important engine for the stable growth of China's economy.
Among them, digital consumption is the key driving force for the development of China's digital economy, and it is also an important force for accelerating the recovery and continuous expansion of domestic demand.
In recent years, the rapid development of new formats and new models of digital consumption represented by online shopping, online live broadcasting, digital culture, and online medical care has profoundly changed people's consumption habits.
Whether in urban or rural areas, new bright spots in digital consumption are emerging frequently, and the application of various new technologies is accelerating, and the development prospects are exciting.
Birth of new business
Helping urban space transformation
"Digital consumption refers to the consumption that occurs in the consumer market for the digital connotation of commodities." Zhu Yan, dean of the Internet Industry Research Institute of Tsinghua University and professor of the School of Economics and Management of Tsinghua University, believes that in the digital economy era, whether it is construction machinery or daily necessities, all It needs to have digital connotation and cultural connotation.
When products are endowed with digital performance, the consumption pattern will undergo many changes accordingly, which will inject new vitality into the market and bring new development opportunities to enterprises.
Many cities have seen the potential of digital consumption and strongly support the development of related new formats.
Zhang Lin, a citizen of Ningbo City, Zhejiang Province, who is over 80 years old, suffers from high blood pressure and weakened renal function.
Last year, his family registered the "Ningbo Cloud Hospital" system for him, which enables him to make online appointments for expert doctor cloud consultations.
At the appointed time, Zhang Lin told the doctor about his symptoms through video at home.
The doctor consulted his health file, combined with the diagnosis information, issued an electronic prescription and submitted the prescription to the "cloud".
A day later, Zhang Lin received the medicine for controlling high blood pressure delivered to his home, and he completed the consultation easily.
In addition to online medical care, Ningbo City also displayed 27 interactive digital consumption experience projects at the Information Consumption Experience Day held in October last year, involving consumption scenarios such as communications, medical care, people's livelihood, finance, and entertainment; and released Ningbo Mobile Day. 13 city-level information consumption experience centers, including Ningbo Flagship Store and Ningbo Smart City Science and Technology Museum, cultivate and guide citizens' digital consumption.
The person in charge of Ningbo Municipal Bureau of Economy and Information Technology said that building an information consumption experience center can not only provide a rich new experience of digital life and promote the development of digital consumption, but also drive information technology products and services to accelerate to the high end of the industrial chain and improve people's awareness of information technology. Sense of acquisition, happiness, and security in the field of consumption.
Digital consumption can also promote the upgrading and transformation of urban spaces.
Longfu Building, Dongcheng District, Beijing, the former department store has now become a new consumer landmark with deep integration of "culture + technology".
Bookstores, art galleries, boutique coffee shops, trendy art markets... Old buildings have turned into fashionable internet celebrity check-in places, where technology, digitization, intelligence and cultural experience consumption are perfectly integrated.
Changhong Cinema, one of the second-phase renovation and renewal projects of the Longfusi block, which will open this year, includes three functional areas: the Flying Cinema, “Into China”, and the Cultural and Creative Experience Zone.
According to Tong Tao, the relevant person in charge of Beijing Longfu Cultural and Creative Business Management Co., Ltd., the renovated Changhong Cinema will become a brand-new flying theater, with 70 somatosensory seats and a giant dome screen. The chairs are pushed into the huge dome screen to create an immersive entertainment experience.
In addition, Changhong Cinema also plans to install a curved naked-eye 3D screen on the facade to further increase the technological sense of the building.
Chen Huanwen, deputy director of the Beijing Municipal Bureau of Economy and Information Technology, said that in terms of accelerating the construction of new digital consumption scenarios, Beijing will actively cultivate no less than 15 information consumption experience centers in key areas.
Deploy the integration demonstration of new retail technologies such as unmanned retail and smart retail with traditional retail industry, promote new digital travel services such as smart parking and driverless taxis, and build new consumer service scenarios.
Expand your reach
Stimulate rural consumption upgrade
Digital consumption has also become an important starting point for leveraging rural consumption upgrades and helping rural revitalization.
"I didn't expect it to be so convenient, just touch it and pay!" Shen Cailing, a villager in Yinghu Village, Wangting Town, Xiangcheng District, Suzhou City, Jiangsu Province, said after buying a few daily necessities in the supermarket with a digital RMB physical card, the "early adopters" digital The renminbi surprised her.
In October last year, Yinghu Village took the express train of the digital economy and set up a number of digital RMB consumption scenarios in farmhouses, hotels, supermarkets and other merchants. It also successively issued nearly a thousand digital RMB physical cards to the villagers, allowing more villagers to have zero-distance contact with digital currency. RMB, experience the convenience of digital consumption.
Today, with the advancement of digital village construction, digital consumption in rural areas has grown rapidly, and the urban-rural gap has been narrowing.
Taking online shopping as an example, in 2014, the online retail sales in rural China was 180 billion yuan; by 2020, it has increased to 1.79 trillion yuan.
More than 2,000 county-level e-commerce public service and logistics distribution centers and more than 130,000 village-level e-commerce service sites have been built nationwide.
Express outlets have covered more than 30,000 townships across the country, with a coverage rate of 97.6%.
The popularization of digital consumption in rural areas allows villagers to enjoy richer and higher-quality commodities and gain a better shopping experience.
"In the past, to buy milk powder for my children, I had to ride a motorcycle to the town, which was very troublesome and few brands. Now I can buy milk powder on my mobile phone, and I can buy it at once, and the postal service can also deliver it to my home." Jiangping, Hengdong County, Hengyang City, Hunan Province Villager Li Meizhu's son and daughter-in-law all work in other places, and she lives with her grandson and granddaughter in her hometown.
A few years ago, there were very few stores selling maternal and baby products in villages and towns. In order not to delay the children's food, Li Meizhu learned to shop online.
"Now, I can understand how to watch short videos, place orders and receive discounts from the live broadcast room. The more I buy, the more proficient I become. I also help other elderly people in the village to 'purchase' on behalf of others. Let's make orders together, and the benefits will be even more!"
At the same time as the consumption habits and consumption structure of villagers are changing, more and more villages have taken advantage of digital consumption needs and found a new way to become rich and increase income.
Ruihao Village, Zheng'an County, Zunyi City, Guizhou Province, is more famously known as "Guitar Taobao Village" in the mouths of the surrounding people.
This mountainous village was once deeply impoverished.
Villager Tang Yujiang remembered that when his family was in the most difficult time, he had to borrow money to buy the seeds for growing crops.
But later, the guitar industry emerged in the county and opened up sales through e-commerce platforms. Every year, millions of guitars go to the world from here.
At the beginning of 2020, Zheng'an County was officially lifted out of poverty.
Hong Yong, an associate researcher at the Research Institute of Electronic Commerce of the Ministry of Commerce, said that it is precisely because electronic commerce has changed the traditional economic layout that it has contributed to the transformation of Ruihao Village.
The changes in Ruihao Village are not unique.
According to the standards set by Ali Research Institute, in rural areas, with administrative villages as units, the annual sales of e-commerce reach 10 million yuan, and the number of active online stores in the village reaches 100 or 10% of the number of local households, which can be identified as "Taobao" village".
The latest data shows that in 2021, the number of "Taobao Villages" has reached 7,023, a year-on-year increase of nearly 30%.
Luo Zhendong, executive director of the Spatial Planning Research Center of Nanjing University, believes that this shows that the deep integration of digital economy and rural areas still has great potential space. In the context of rural revitalization, "Taobao Village" will provide a feasible path for common prosperity.
landing new technology
Empowering traditional consumption scenarios
The improvement and increment of digital consumption in China is inseparable from the support of information infrastructure construction.
The "White Paper on China's Digital Economy Development" pointed out that China's information infrastructure construction scale is the world's leading.
China has the world's largest optical fiber network and 4G network, and by the end of 2020, the penetration rate of fixed broadband households will reach 96%.
The speed and scale of 5G network construction ranks first in the world, with 718,000 5G base stations built and more than 200 million 5G terminal connections.
The application of more new technologies brings new opportunities for digital consumption upgrades.
Jiang Xiaojuan, Dean of the School of Public Administration of Tsinghua University, pointed out that under the support of new generation technologies, including artificial intelligence, big data, cloud computing, Internet of Things, advanced robots, 3D manufacturing, etc., digital consumption, digital production, digital network chain, digital resources The configuration will be significantly improved. By the end of the "14th Five-Year Plan", the overall shape of the digital economy will initially take shape, continue to evolve and have a profound impact.
Some leading regions are accelerating the application of various new technologies, enabling digital technologies to empower traditional consumption scenarios.
In Xicheng District, Beijing, Beijing Fang business district has built the world's first "5G + virtual reality" smart business district.
The "Hetu Technology + 5G" provided by Huawei realizes the three-dimensional real-world walking navigation function in the business district.
Consumers can see the location of each Internet celebrity check-in point on their mobile phones, which is convenient for tours; when they walk into the underground garage, they can receive navigation reminders and easily find their own parking spaces.
In addition, using AR (augmented reality) technology, the map will display exciting virtual digital content superimposed with the surrounding real environment, allowing consumers to interact with virtual elements.
For example, by double-clicking the virtual store, you can participate in the lottery and receive coupons issued by real merchants. You can also take photos with cartoon characters in the virtual world, and watch gorgeous fireworks online.
"Digital consumption has promoted the improvement of industrial quality and efficiency, and stimulated economic growth. It is an important support for promoting Beijing to cultivate and build an international consumption center city." Digital transformation of the business district, using digital technology to promote the implementation of smart applications such as online queuing, smart membership, online live broadcast, smart parking, etc., through big data analysis of consumer residence time, travel time, consumption preferences and other data, timely adjustment of operation direction, Provide consumers with a better consumer experience.
In addition, it will actively promote the full coverage of the "dual Gigabit" network represented by 5G and Gigabit optical networks in key business districts, "not only can people obtain various digital content through the Internet to provide better network services, but also Meet the new demands of new digital consumer intelligent terminals such as intelligent networked vehicles and unmanned delivery vehicles for high-speed and high-reliability networks."