Market potential

  With the continuous enhancement of national self-confidence, consumers' preference for domestic brands is also on the rise, which creates a large space for a large number of new mid-to-high-end domestic consumer brands.

The rise of new brands is an important channel to obtain excess profits.

  ——Wang Meiting, researcher at Bank of China Research Institute

  Green consumption

  Although policy subsidies for new energy vehicles will decline in the future, policy guidance will continue to increase, the concept of new energy vehicle consumption will become more popular, and consumer demand will usher in continuous growth.

  ——Wu Qi, visiting researcher, Institute of Applied Ecology, Chinese Academy of Sciences

  rural revitalization

  The development of rural areas is not limited to tourism, but can also build a three-in-one production and sales direct-chain marketing platform for high-quality agricultural products.

  ——Yuan Shuai, Deputy Secretary General of the Rural Revitalization and Construction Committee of China Cultural Management Association

  Recently, the government work report put forward that "to unblock the national economic cycle, open up all links of production, distribution, circulation, and consumption, and enhance the driving force of domestic demand for economic growth." One of the key words for my country's economic development in 2022 is still "domestic demand" .

  Which areas may enjoy the dividends brought by "expanding domestic demand" this year?

  Jiang Zhao, a research intern at the Circulation and Consumption Research Institute of the Research Institute of the Ministry of Commerce, told the Red Star Capital Bureau that in terms of investment, infrastructure construction, core technologies and key components, digital trade and other fields will usher in good development space; in terms of consumption , New consumption, quality consumption, imported consumption, service consumption, green consumption, etc. have good growth potential.

  New consumption brings new expectations

  With the release of the 2021 China Economic Annual Report, the focus of this year's economic development has been basically determined.

In 2021, the contribution rate of domestic demand to my country's economic growth will be 79.1%, 4.4 percentage points higher than that in 2020.

The analysis believes that tapping the potential of domestic demand this year is still the key to stable growth.

The relevant person in charge of the Comprehensive Department of the National Development and Reform Commission also pointed out in an interview with the media recently that the strategy of expanding domestic demand should still be firmly implemented this year.

  Since the beginning of this year, the National Development and Reform Commission has mentioned many times that it will promptly introduce a series of policy measures to implement the strategy of expanding domestic demand.

At the same time, multiple departments have intensively deployed measures to promote consumption, and also delineated the key areas of consumption promotion in 2022.

Among them, consolidating and expanding basic consumption, upgrading consumption, accelerating the development of new consumption, and encouraging green and smart consumption have become important directions for better activating the consumer market.

  Ning Jizhe, deputy director of the National Development and Reform Commission and director of the National Bureau of Statistics, proposed that in 2022, new consumption such as information consumption and green consumption should be expanded, and new consumption formats such as smart retail, digital culture, and smart tourism should be cultivated and expanded.

  Jiang Zhao told the Red Star Capital Bureau that expanding domestic demand includes expanding investment and consumption.

In terms of investment, infrastructure construction, core technologies and key components, digital trade and other fields will usher in good development space; while consumption will continue to play the role of "ballast stone" and "stabilizer" for economic growth, new consumption, Quality consumption, import consumption, service consumption and green consumption have good growth potential.

  Jiang Zhao suggested that this year, government departments should introduce more practical measures to enhance consumption capacity, optimize consumption supply, and improve consumption environment to further stimulate the potential of the consumer market.

  "New consumption" brings more room for imagination.

With the continuous development of the consumer market, new consumption scenarios, new models and new applications are also emerging, and new consumer brands have become the biggest bright spot in the consumer market.

  Wang Meiting, a researcher at the Bank of China Research Institute, told the Red Star Capital Bureau that China's consumer market is still expanding, and the proportion of the domestic market is also increasing.

As China's national self-confidence continues to increase, consumers' preference for domestic brands is also rising, creating a larger space for a large number of new mid-to-high-end domestic consumer brands.

  Wang Meiting pointed out that at present, the investment space of China's traditional manufacturing industry is limited, and the return on capital is gradually decreasing, which makes the consumer goods transition from a purely incremental market to a stock market. Therefore, the rise of new brands is still an important channel to obtain excess profits.

  New energy vehicles are still the main event

  Green consumption has become the focus of policy support.

  In January of this year, seven departments including the National Development and Reform Commission jointly issued the "Implementation Plan for Promoting Green Consumption" (hereinafter referred to as the "Plan"). Specific measures were put forward in eight key areas including green transportation consumption.

  Pan Helin, a member of the Information and Communication Economics Expert Committee of the Ministry of Industry and Information Technology, pointed out that the "Plan" has released a positive signal about green consumption, which will have a significant impact on China's consumer and industrial ends.

Green consumption is an important way to optimize the consumption structure and industrial structure, in which new consumption growth points should be continuously cultivated.

  As one of the focuses of green consumption, there is still a huge market space for new energy vehicle consumption.

Data show that in 2021, my country's new energy vehicle sales will be 3.52 million, a year-on-year increase of 157.5%, ending the three-year downward trend.

Ning Jizhe also proposed to vigorously support the consumption of new energy vehicles.

  The "Plan" specifically proposes to vigorously promote new energy vehicles, gradually remove restrictions on the purchase of new energy vehicles in various places, and promote the implementation of support policies such as road restrictions and right-of-way; and in-depth development of new energy vehicles to the countryside activities to encourage automobile enterprises to develop and promote suitable Rural residents travel needs, high quality and low price, advanced and applicable new energy vehicles.

  Wu Qi, a visiting researcher at the Institute of Applied Ecology of the Chinese Academy of Sciences, told the Red Star Capital Bureau that the introduction of the "Plan" has opened up market space for further consumption and popularization of new energy vehicles.

Wu Qi believes that although policy subsidies for new energy vehicles will decline in the future, policy guidance will continue to increase, the concept of new energy vehicle consumption will become more popular, and consumer demand will usher in continuous growth.

According to the forecast of the China Passenger Transport Association, my country's new energy vehicles are expected to exceed 6 million in 2022, and the penetration rate of new energy vehicles will reach about 22%.

  Green development is also reflected in the content of the two sessions in various places. Yang Haiping, a researcher at the Securities and Futures Research Institute of the Central University of Finance and Economics, told the Red Star Capital Bureau that from the government work reports of various provinces some time ago, green transportation, green buildings, green mines, green manufacturing, etc. Deployment arrangements.

The green and digital trends of industrial development are deployed simultaneously, and the trend of integrated development is obvious.

  Rural market potential attracts attention

  In developing new types of consumption and promoting consumption upgrades, the rural market has become an important focus.

  Jiang Zhao believes that in terms of optimizing consumption supply, it is not only to improve the construction of modern business districts and pedestrian streets in urban areas, but also to build a modern business system in rural areas to reduce logistics and distribution costs.

  In fact, relevant measures are accelerating their implementation.

On January 5, the Department of Circulation Development of the Ministry of Commerce and the Department of Market Supervision of the State Post Bureau publicly solicited opinions on accelerating the integration of the county's rural e-commerce system and express logistics distribution system.

The consultation draft proposes that by 2025, counties and counties have centers, townships have outlets, and villages have services in eligible areas.

The coverage of rural e-commerce and express logistics and distribution has been further expanded, and the county and rural e-commerce systems and express logistics and distribution systems have become more complete.

  In the first half of 2021, the national rural online retail sales reached 954.93 billion yuan, a year-on-year increase of 21.6%; of which, the online retail sales of physical goods was 866.31 billion yuan, a year-on-year increase of 21.0%.

On the one hand, it promotes the “going out of the village to the city” for agricultural special products, and on the other hand, it promotes the “going to the countryside and entering the village” of high-quality consumer goods. With the gradual opening of the urban and rural distribution system of online retail, the potential of the rural consumer market has been effectively released, and the rural market has become my country’s expansion of domestic demand. important growth point.

  Recently, the relevant person in charge of the Comprehensive Department of the National Development and Reform Commission mentioned that when talking about expanding domestic demand, it is necessary to guide enterprises to launch more customized, intelligent and green products.

At the same time, improve the quality of services such as rural tourism, healthy elderly care, and characteristic homestays, and enrich the supply of products for surrounding tours, outings, and ice and snow tourism.

  Yuan Shuai, deputy secretary-general of the Rural Revitalization and Construction Committee of the China Cultural Management Association, told the Red Star Capital Bureau that the development of rural areas is not limited to tourism, but can also build a three-in-one production and sales direct-chain marketing platform for high-quality agricultural products.

  Yuan Shuai pointed out that this broke the original predicament that agricultural products had products but no market, not only increased farmers' income, but also made more possibilities for rural development. This model has also been widely recognized by the cultural tourism industry.

"In the context of epidemic prevention and control, for tourist attractions or businesses, digital upgrade is one of the important means of resisting risks. This is also an inevitable choice to adapt to new consumption trends." Chengdu Business Daily-Red Star News reporter Wang Tian