Promote short-term consumption, restore consumer confidence, increase short-term income of businesses, ease operating pressure—
Distributing consumer coupons in many places to help businesses and people (Rui Finance)
Chengdu, Sichuan issued "5.20" consumption promotion coupons, Taiyuan, Shanxi invested 420 million yuan to issue coupons, and Guizhou will start issuing 140 million yuan of retail, sports and catering coupons on May 30... Recently, many places across the country have issued coupons. Consumer coupons cover key areas such as automobiles, home appliances, and catering.
Under the influence of the epidemic, consumer vouchers have become one of the important means to stimulate consumption potential, and have been included in many policy toolboxes to promote consumption recovery.
Experts pointed out that the issuance of consumer coupons in conjunction with a series of support policies will effectively boost consumption.
stimulate consumption potential
Since the beginning of this year, multiple uncertain factors such as the epidemic have impacted consumer demand.
Data from the National Bureau of Statistics shows that in the first four months, the total retail sales of consumer goods fell by 0.2% year-on-year.
In April, the total retail sales of consumer goods fell by 11.1% year-on-year.
In the face of pressure, many places choose to issue consumer coupons with their own leverage effect to stimulate consumption and boost confidence.
Chengdu City, Sichuan Province issued "May 20" consumption promotion coupons, with a financial capital scale of 120 million yuan, and launched financial units and merchants to superimpose preferential activities, with a total of 240 million yuan.
This is the first time this year that Chengdu has issued consumer coupons to the whole city on a large scale, covering key retail, catering companies and individual industrial and commercial households in Chengdu.
It is reported that the first wave of 660,000 "May 20" consumer coupons in Chengdu were sold out in less than 5 minutes.
As of 24:00 on May 21, the total number of coupons verified in this consumer coupon activity exceeded 160,000, but within one and a half days, the write-off rate had reached 25%.
During the "May 1st" period, Hainan Province launched the "Helping Business, Benefiting People, Enjoying Hainan" consumer coupon distribution activity, attracting more than 10,000 merchants to participate, and driving 10 key retail enterprises in Hainan to achieve sales of more than 100 million yuan within 5 days. A year-on-year increase of 3.86%.
Guangzhou City, Guangdong Province launched the "Yangcheng Happy Shopping-Guangzhou Yangcheng Yuelai Guangdong Good" campaign to promote consumption in May, issued consumption coupons, accelerated consumption replenishment, and promoted consumption expansion and quality improvement.
According to the relevant person in charge of Guangbai Department Store, the first day of the issuance of the first round of Guangzhou consumer coupons (May 8) was Mother's Day, which boosted sales of over 25 million yuan on that day.
After the second round of consumer coupons were issued on May 13, sales over the weekend of May 14 to 15 exceeded 16 million yuan.
Guotai Junan recently released a relevant research report showing that the government's issuance of consumer coupons is conducive to promoting short-term consumption and restoring consumer confidence; on the other hand, through indirect subsidies to merchants, it can increase short-term income of merchants and ease operating pressure during the epidemic.
Covers multiple focus areas
It is worth noting that this round of consumer coupon "spree packages" focus on automobiles, home appliances, catering and other industries.
In April, domestic auto production and sales declined.
In order to boost auto consumption, auto consumption subsidies have been issued in many places.
During the "Promoting Consumption" activity in Qingdao, Shandong Province, you can enjoy a one-time subsidy of 3,000-10,000 yuan when purchasing cars according to different price points of different models.
The car consumption coupons launched by Ningbo City, Zhejiang Province are divided into two types: 3,000 yuan for purchases over 100,000 yuan and 5,000 yuan for purchases over 150,000 yuan. They are suitable for offline purchase of new car consumption scenarios.
Changchun City, Jilin Province has issued a 50 million yuan auto consumption subsidy to individual consumers who purchase cars in the city from May 21, which will last until September 21.
In addition, catering, home appliances are also the focus.
Weifang City, Shandong Province launched the "Enjoy Weifang" consumption season on May 22, and issued government consumption coupons exceeding 70 million yuan, focusing on key consumption areas such as catering, automobiles, home appliances, home furnishing, and cultural tourism.
The Shenzhen Municipal Bureau of Commerce has launched the "Consumer Electronics and Home Appliance Purchase Subsidy" activity since May 1. Consumers who purchase related electrical and digital products will receive a maximum subsidy of 2,000 yuan per person.
Guizhou will start issuing 140 million yuan of retail, sports and catering coupons on May 30.
"Issuing consumer coupons in industries such as automobiles, home appliances, and catering can more effectively stimulate consumption." Hong Yong, an associate researcher at the E-Commerce Research Institute of the Ministry of Commerce Research Institute, told this reporter that on the one hand, the consumption of automobiles, home appliances, catering and other industries The market share is relatively high, reaching about 1/4.
On the other hand, China's consumption base in the automobile, home appliances, catering and other industries is relatively good, and consumers are more enthusiastic about purchasing large-scale consumption such as automobiles and home appliances and participating in high-frequency consumption such as catering.
In recent years, relevant support policies have been successively introduced in the fields of automobiles, home appliances, and catering, such as cars going to the countryside, home appliances going to the countryside, trade-in, etc. The issuance of consumer coupons will effectively boost consumption.
Digital coupons are easier to use
During the "May 1st" period, Dongguan held the "Tesco Dongguan" activity and issued about 34 million yuan of special consumer coupons.
After receiving coupons through the WeChat applet, citizens can spend a certain amount in applicable stores such as retail, catering, and accommodation, and use WeChat to pay at checkout to automatically use the coupons.
The person in charge of WeChat Pay pointed out that WeChat Pay can bring a better experience of issuing and receiving coupons.
In terms of coupon issuance, relying on WeChat’s extensive user base, the issuance of consumer coupons through WeChat Pay can cover users of almost all age groups.
In terms of receiving coupons, the consumer coupons issued through WeChat Pay, as long as users use WeChat to pay, they can choose functions such as full reduction and deduction of consumer coupons, and even pay directly with consumer coupons, which is more convenient and fast.
At present, Jiangsu, Guangdong, Yunnan, Hubei and other provinces and Shenzhen, Guangzhou, Xuzhou, Zhuhai, Jiangmen and other cities have chosen to issue consumer coupons through digital channels such as WeChat Pay.
With the widespread popularity of mobile payment, digital consumer coupons are issued in various places with the help of Internet platforms, which lowers the threshold for use and further stimulates consumption potential.
"Digital consumer coupons have a higher penetration rate and can achieve better distribution effects than physical consumer coupons. Not only can they be issued more targeted, but also the use of consumer coupons can be better monitored. In addition, the epidemic prevention and control has also achieved contactless distribution and collection." Hong Yong analyzed.
"Consumption recovery is a long-term process. In the future, the issuance of consumer coupons may become a normalized method." Hong Yong said that consumer coupons are not only a tool to boost consumption during the epidemic, but can also become a long-term means of promoting consumption during holidays in the future.