On January 17, the National Bureau of Statistics released data showing that in 2021, the total retail sales of consumer goods will be 44.1 trillion yuan, an increase of 12.5% ​​over the previous year and an increase of 8% over 2019.

Among them, the retail sales of cultural office supplies, sports and entertainment supplies, cosmetics, gold, silver and jewelry and communication equipment grew rapidly.

　　"Total consumption of 44 trillion yuan is a new level." Ning Jizhe, director of the National Bureau of Statistics, commented.

In 2021, domestic demand will contribute 79.1% to economic growth and final consumption will be 65.4%, highlighting the important role of the domestic market.

Which of these new highlights?

What new trends will the domestic consumer market show in 2022?

　　Online consumption growth is significantly higher than offline

　　With the Spring Festival approaching, major e-commerce platforms and offline shopping malls have started promotional activities again.

　　Online, major platforms have launched "New Year's Day" activities, and many brands have launched 50% off promotions.

Zhang, a Beijing citizen who is busy renovating his wedding room, bought a wave of electrical appliances during the New Year's Day. "The original price of 8,699 yuan is discounted to 7,399 yuan, the original price of 11,399 yuan is discounted to 9,999 yuan, and the original price of 8,999 yuan is discounted to the dishwasher. The last 5,599 yuan, a total of 6,100 yuan cheaper, is still relatively strong.” He said that since the renovation for three months, most of the products have been purchased from the Internet, “mainly for convenience, there is no need to run offline from store to store. Saves a lot of time and cost.”

　　Dong Lihua, director of the Department of Trade and Economic Statistics of the National Bureau of Statistics, analyzed that due to the impact of the epidemic, residents have reduced travel, and the demand for online consumption at home has increased significantly.

In 2021, the national online retail sales will increase by 14.1% over the previous year.

Among them, the online retail sales of physical goods increased by 12%, with an average growth rate of 13.4% in the two years, and the growth rate was significantly higher than offline consumption.

　　Offline, discount labels are plastered all over the window.

"Two pairs of jeans are 799 yuan", "500 off over 1,500", "20% off for two pieces, 30% off for three pieces", "40% off for the whole site"... On weekends, the shopping mall is full of popularity, and consumers linger in many stores and forget to return. more and more shopping bags.

During the New Year's Day, Shanghai launched the "New Year's Eve Shopping Season". Many domestic and foreign brands opened stores in the new business district for the first time. The city's offline consumption payment amounted to 27.08 billion yuan during the three-day holiday.

　　国家统计局数据显示，线下零售经营向好。在限额以上有店铺零售中，2021年便利店、超市、专业店和专卖店零售额比上年分别增长16.9%、14.1%、12.8%和12%，两年平均分别增长7.5%、11.2%、3.3%和5.1%。

　　随着人民生活水平日益提高，升级类需求持续释放。2021年，限额以上单位文化办公用品类、体育娱乐用品类、化妆品类、金银珠宝类和通讯器材类商品零售额比上年分别增长18.8%、22%、14%、29.8%和14.6%，两年平均分别增长12.1%、15%、11.7%、11.2%和13.7%，增速明显高于商品零售平均水平。

　　消费升级大趋势下，个性化、定制化商品受到消费者喜爱。今年6月即将大学毕业的小赵最近给自己定制了一套西装，用来面试和参加毕业典礼。“这是我的第一套西装，选择定制一方面是因为可以量体裁衣，另一方面也是希望加入一些个性化元素，比如我在西装外套里侧口袋绣上了自己的名字，觉得很有仪式感、很特别。”

　　商务部研究院电子商务研究所副研究员洪勇对本报记者表示：“随着消费人群细分，个性化商品受到追捧，许多人认为消费应该成为个人社交和表达的渠道，不希望自己被标签化。”

　　乡村消费复苏势头超过城镇

　　值得注意的是，2021年乡村消费市场复苏势头较强，甚至超过城镇。2021年农村居民人均可支配收入比上年实际增长9.7%，增速比城镇居民高2.6个百分点。去年二季度以来，乡村市场销售增速持续高于城镇。

　　据全国农民工监测调查，2021年全国农民工总量达29251万人，规模超过2019年水平。董利华分析，中国脱贫攻坚取得全面胜利，带动了农村居民消费能力提升和农村地区消费环境改善。

　　收入提高是支撑。2021年，农村居民人均可支配收入18931元，名义增长10.5%，扣除价格因素，实际增长9.7%，快于城镇居民。城乡居民收入比值由上年的2.56缩小至2.5，城乡居民收入相对差距继续缩小。

　　县域经济持续发展促进本地务工机会增多，本地农民工比2019年增长3.7%。2021年农民工月均收入4432元，两年平均增长5.8%，带动农村居民工资性收入稳定增长。2021年，农村居民人均工资性收入增长14.1%，两年平均增长9.9%。

　　与此同时，电子商务进乡村和汽车下乡等活动激活了乡村消费。据农业农村部统计，当前中国电商服务站行政村覆盖率约八成，县域农产品网络零售额超3000亿元。相关研究显示，2021年淘宝村数量已超7000个，农村电商覆盖面越来越广。

　　2021年，中国汽车工业协会先后在江苏溧阳、重庆、江苏南京、湖北十堰和广西柳州组织开展了一系列新能源汽车下乡活动，来自24家车企的68款车型走近乡村，共计完成销售超90万辆，带动乡村消费。

　　国家统计局住户调查司司长方晓丹表示，随着居民收入持续恢复性增长，消费需求逐步释放，消费支出保持恢复性反弹态势。2021年，全国居民人均消费支出24100元，两年平均名义增长5.7%，实际增长4%。其中，农村居民人均消费支出15916元，名义增长16.1%，扣除价格因素，实际增长15.3%。农村居民人均消费支出增速恢复程度好于城镇居民，名义增速和实际增速分别快于城镇居民3.9和4.2个百分点。

　　十项促消费新举措激发潜力

　　在疫情反复下，新的一年如何持续激发消费活力？

　　春节、元宵节等传统消费旺季来临之际，为进一步释放居民消费潜力，推动实现一季度经济平稳开局，国家发改委印发《关于做好近期促进消费工作的通知》。

　　《通知》结合当下实际，有针对性地提出十项促消费新举措，提出要打造线上节庆消费提质升级版，有效拓展县域乡村消费，乘势而上扩大居民冰雪消费，大力提升文旅休闲服务供给，进一步激发智慧零售新活力，积极发展绿色消费，落实好中小微企业纾困政策，全力保障困难群众等群体基本生活消费等，确保广大人民群众度过喜庆、祥和、安全、健康、绿色的节日，努力实现全年经济“开门稳”。

　　Jin Xiandong, director of the Policy Research Office of the National Development and Reform Commission, said that the fundamental role of consumption in economic development will continue to be consolidated, and the next step will continue to make efforts in four areas -

　　The first is to improve quality, optimize consumption supply, guide enterprises to increase the supply of cost-effective goods and services, and fully meet residents' personalized, diversified and improved consumption needs.

　　The second is to increase capacity and increase willingness to consume.

We will formulate and issue relevant policies and measures in a timely manner, continuously improve the institutional policy system to promote common prosperity, increase residents' income and reduce burdens simultaneously, and innovate the virtuous cycle of employment, income distribution and consumption chain. expand.

　　The third is to expand space and release consumption potential.

Deeply promote the integrated development of online and offline consumption, encourage green consumption to lead green production, vigorously improve the comprehensive level of e-commerce and express delivery into rural areas and the modernization level of agricultural product circulation, improve the county and village three-level e-commerce service system and express logistics distribution system, and promote rural products. and service branding, standardization, digitization and industrialization transformation.

　　The fourth is to strengthen supervision, optimize the consumption environment, improve the diversified consumer rights protection mechanism and dispute resolution mechanism, and create a safe, honest and trustworthy consumption environment.

　　Many experts in the consumption field predict that the scale of the sinking market and imported consumption market is expected to expand rapidly in 2022.

Hong Yong analyzed that the growth rate of per capita income and per capita consumption expenditure of rural residents is faster than that of urban residents, and the demand for service-oriented consumption is growing rapidly and has huge potential.

As the development of rural e-commerce continues to deepen, the sinking market may become the most important incremental market for online consumption.

At the same time, under the influence of the epidemic, the number of cross-border e-commerce platforms and online shopping users has continued to increase, the penetration rate has steadily increased, and the size of the imported cross-border e-commerce market will continue to increase.

This will bring more opportunities for enterprises, and will also better meet the escalating needs of consumers.