Our reporter Liu Meng
The Spring Festival period has always been a peak consumption season.
During the Spring Festival holiday this year, a number of consumption data showed outstanding performance, and the trend of consumption upgrading was obvious.
Experts interviewed by the "Securities Daily" reporter said that short-distance travel and surrounding travel, ice and snow consumption, and new consumption have become the highlights of the Spring Festival consumer market.
Fu Yifu, a senior researcher at Xingtu Financial Research Institute, said, first of all, due to the impact of the 2022 Beijing Winter Olympics, ice and snow consumption is booming, and related equipment, sports apparel, sports training, peripheral derivatives and corresponding tourism consumption are welcome. Second, under the background of epidemic prevention and control and local Chinese New Year, travel modes such as short-distance tours, self-driving tours, and surrounding tours continue to be popular; third, new types of consumption represented by online continue to flourish, and in digital technology Under the empowerment, the experience of various cultural and tourism activities has been upgraded, and new consumption models such as cloud exhibitions and cloud performances have been derived.
Specifically, Baidu big data shows that social entertainment, catering, and mobile digital are the three major consumption areas during the Spring Festival holiday of the Year of the Tiger.
According to the "Spring Festival Consumption Trend Report" released by Alibaba, the Spring Festival meets the Winter Olympics, which boosts ice and snow consumption and promotes the development of the ice and snow industry. Domestic ice and snow brands usher in a new opportunity to accelerate their development in both domestic and overseas markets. At the same time, the combination of digitalization and the Spring Festival has also produced many new consumption trends.
According to the "2022 Spring Festival Tourism Summary Report" released by Ctrip, the Spring Festival in the Year of the Tiger coincides with the 2022 Beijing Winter Olympics. Skating and skiing during the day, and staying in a hotel and soaking in hot springs at night have become a popular tourist consumption during the Spring Festival this year.
According to the Spring Festival consumption data released by JD.com, there is a strong demand for service consumption, and the turnover of life services, local entertainment, car services, game/video services, and maintenance has increased by 287%, 206%, 148%, 109%, and 77% year-on-year, respectively. .
It can be foreseen that the new trend of the Spring Festival consumer market will drive the new trend of consumption this year.
Fu Yifu said that in 2022, with the continuous improvement of the domestic economic situation and the effective prevention and control of the epidemic, the consumer market will continue to show a steady recovery trend, among which new-type consumption, duty-free consumption, ice and snow consumption and other fields are expected to further develop.
"As the Chinese people's quality consumption becomes more vigorous and the consumer mind becomes more mature, objectively calling for the arrival of a new round of 'quality revolution', the supply side of the consumer market needs to be upgraded in an all-round way, including product research and development, creative design, and performance control. , product packaging, and all aspects of marketing.” Fu Yifu said that under this opportunity, local consumer brands will pay more attention to product quality and value creation, continuously improve product added value and competitiveness, further attract and consolidate consumers, and cater to consumption upgrades , which will also be another big trend in 2022.
Pan Helin, executive dean of the Digital Economy Research Institute of Zhongnan University of Economics and Law, told the Securities Daily reporter that consumption upgrades are still the mainstream of the consumer market this year. With the increase in income, high-quality consumption will gradually become popular.
At the same time, the trend of consumption diversity will continue.
IPG China Chief Economist Bai Wenxi told the "Securities Daily" reporter that consumption is not only one of the main driving forces for economic development, but also the main direction of the transformation of the economic development model. Increasing the proportion of consumption in economic growth is to improve the quality of the economy. focus of development.
Looking forward to 2022, Fu Yifu said that in the short term, consumption can be stimulated by issuing consumer coupons, so as to rapidly increase the marginal consumption propensity of residents in the short term through the "leverage effect", stimulate the recovery of consumption in related fields, and then drive the production and operation of enterprises to improve and ease the economy. operating pressure.
Pan Helin suggested that, first, consumption coupons can be used to stimulate consumption vitality and guide users' consumption needs; the second is to promote income-increasing methods such as tax cuts and fee reductions to expand consumers' spending power; the third is to optimize the market environment.
"To further stimulate the vitality of consumption, in addition to allowing the people to have more money for consumption and daring to consume in terms of macro policies, employment policies, and supporting policies for social security, we must also improve the consumption environment, enrich consumption scenarios, and solve consumption pain points. From the perspective of making people willing to consume, to achieve the goal of promoting economic development and transformation through consumption growth." Bai Wenxi said.
(Securities Daily)