"100 million yuan" consumer coupons stimulate market vitality
It can be used offline and online; it can be used to buy large items such as appliances and cars, and it can also be used for catering, tourism and other service expenditures; there are paper coupons in hand, and there are the latest digital RMB consumption Vouchers - Recently, consumer vouchers have been issued in many places to encourage residents to "buy, buy, buy".
According to the latest data released by the National Bureau of Statistics, in May, the total retail sales of social consumer goods in China exceeded 3.3 trillion yuan, down 6.7% year-on-year, and the decline was 4.4 percentage points lower than that in April. The consumer market showed a recovery trend.
In order to further stimulate consumption, a new wave of "100 million yuan" consumer coupons have been intensively placed in various places, opening up the consumption cycle in a short period of time, supplementing passenger flow for commercial and trade enterprises, and driving the production of related industries.
A large number of consumer coupons are on the way
——Large scale of funds, new distribution methods, and obvious pertinence
On June 19, the reporter walked into a large and medium-sized electrical appliance located in Tuanjiehu Street, Chaoyang District, Beijing. The slogan "Beijing green energy-saving consumption coupons subsidize up to 400 yuan" can be seen everywhere in the store.
"Let's get a consumer coupon first, many products can be used, and the maximum can be reduced by 400 yuan!" The clerk told reporters that a microwave oven with steam function in the store has seen a significant increase in recent sales. The original price is 2999 yuan, and the coupon can be used Deduct 200 yuan.
"Many consumers come in and ask which products can use coupons. Some consumers want to buy microwave ovens, and they pay immediately after hearing that they can use coupons."
Online, government coupons are superimposed on e-commerce platform activities, igniting consumers' enthusiasm for shopping.
"Open the Jingdong APP, and the home page will pop up a prompt to receive 'Beijing green energy-saving consumption coupons', 8 coupons totaling 1,500 yuan." Beijing citizen Xiao Chen is busy renovating his new house, and bought one in time for "6·18" Washing and drying integrated washing machine, "the original price is 7299 yuan, the activity price is 6799 yuan, the platform membership is over 6000 yuan, 600 yuan is reduced, and the consumption coupons are over 4000 yuan and 400 yuan is reduced, and the total is 1500 yuan cheaper."
During this year's "6.18" period, JD.com and 15 regions across the country issued a total of more than 700 million yuan of consumer coupons. Consumers in the cities where the coupons were issued can enjoy the superimposed discounts between consumer coupons and JD.com's "6.18".
At 8 p.m. on June 17, on the Jingdong platform, the turnover of many stores exceeded 100 million yuan within 10 minutes, and the turnover of complete sets of home appliances increased by more than 400% year-on-year.
From January to April, at least 20 provinces across the country have issued coupons to promote consumption, with a total amount exceeding 3.4 billion yuan.
Entering June, a new wave of consumer coupons has been issued one after another, and the total amount of consumer coupons in many provinces has exceeded 100 million yuan, which has become an important starting point for promoting consumption.
Large scale of funds - Yantai issued a total of 10 million yuan of food and beverage consumption coupons for the benefit of the people. The discounts of "80 yuan off 200 yuan" and "150 yuan off 300 yuan" attracted a large number of citizens to grab the coupons.
Changsha consumers can receive "CNY 200 minus CNY 50" consumer coupons on UnionPay, and can also receive "CNY 25 minus CNY 99" and other Changsha intra-city consumer coupons on other apps.
On June 18, Haikou released a new round of government consumption vouchers. Each citizen can receive up to 1 tax-free consumption voucher and 2 general consumption vouchers.
The "200 yuan off 2000 yuan" tax-free consumption coupons can be used in 4 duty-free shops in Haikou City. There are 6 types of denominations of general consumption coupons, and a maximum of 110 yuan can be reduced.
New distribution method - In Chengdu, the first batch of Chengdu digital RMB consumer coupons was issued on June 10, and over 160,000 Chengdu consumers were attracted to receive consumer coupons on the first day of issuance.
On June 17, Chengdu issued the second wave of RMB online consumption coupons.
Precise investment - Special consumption coupons have been issued in many places for areas with obvious business declines affected by the epidemic and areas with strong driving forces, such as catering, cultural tourism, and automobiles.
On June 17, Xixian New District issued a 10 million yuan auto consumption subsidy to consumers in Xi'an and Xianyang.
Zhengzhou City began to issue 200 million yuan of auto consumption coupons on June 1.
Shandong Province plans to invest 500 million yuan to issue 150,000 auto consumption coupons.
Qinghai Province recently issued 20 million yuan of cultural and tourism consumption coupons in batches and stages through online platforms such as cloud flash payment and Ctrip.
Different regions also show different priorities, such as Beijing supporting green energy-saving consumption, Fujian and Qinghai supporting cultural tourism consumption, etc.
The effect of consumer coupons is obvious
——The sales volume of online and offline products has increased significantly, and the production power of enterprises is more sufficient
What is the pulling effect of consumer coupons?
The Guanghua School of Management of Peking University and the Ant Group Research Institute have previously jointly released a report saying that the government's 1 yuan consumption subsidy can drive an average of more than 3.5 yuan in new consumption.
The Hangzhou Municipal Bureau of Commerce revealed that from 20:00 on June 17, Hangzhou will issue the first phase of digital consumer coupons in 2022, and 2 million coupon packages (10 million consumer coupons) with a total of 100 million yuan have been applied for within 25 minutes. .
As of 15:00 on June 19, 3,073,200 consumer coupons had been written off, with a write-off amount of 31,587,800 yuan, and consumption directly driven by consumer coupons reached 504 million yuan.
"Consumer vouchers are a form of government transfer payment, which can reduce the expenditure pressure of consumers to purchase goods and services, and have a multiplier effect to stimulate consumption, promote investment, and stabilize employment." The Institute of Electronic Commerce, Research Institute of the Ministry of Commerce Associate researcher Hong Yong told this reporter.
Consumers enjoy discounts, and online and offline product sales have grown significantly.
In Changsha, JD.com has joined the local government for the first time to carry out a consumer coupon distribution activity, which has attracted more than 1,200 local offline stores to participate.
"Consumer coupons have an obvious boost to our sales," said Song Huasong, president of CPP Lotus Hunan region, "Since June, with the help of consumer coupons and the help of '6.18', our online sales have increased year-on-year. More than 250%. The promotion atmosphere of online and offline interaction, the combination of subsidies and discounts from the government, platform companies and the brand itself, maximizes the benefits to users, so that the brand’s online orders and in-store passenger flow have increased significantly.” In many From the perspective of offline stores, consumer coupons have accumulated customer traffic for the store, and more and more repeat customers have played a role in long-term support.
It is not only consumers and commercial enterprises that profit from consumer vouchers, but also various manufacturing enterprises in the fields covered by consumer vouchers.
As one of the participating brands of Beijing green energy-saving consumer coupons, Liu Yi, vice president of Xiaomi Group China, said that the issuance of consumer coupons will help further promote the upgrading of consumption and drive brand sales growth.
During the "6.18" period, a large number of consumers purchased Xiaomi products after receiving consumer coupons, which led to the hot sales of many Xiaomi smart products.
Automobile is a pillar industry of the national economy, and automobile consumption accounts for a relatively high proportion of the total retail sales of domestic consumer goods.
Since the beginning of this year, affected by the epidemic, automobile production and sales have experienced a significant decline.
In order to promote automobile consumption, automobile consumption coupons have been issued in many places, and other consumption promotion policies have been superimposed, which have achieved certain results.
According to data from the China Association of Automobile Manufacturers, domestic auto sales in May increased by 57.6% month-on-month, showing a recovery trend.
The improvement in automobile production and sales has also led to an increase in demand in the after-sales market, and the consumption of automobile maintenance, repair, leasing and other services has grown well.
Supply and demand together is a long-term solution
——Rationally set the amount of consumer coupons, enrich distribution channels, and rely on digital and intelligent technology to achieve supply and demand matching
7 seconds!
At 20:00 on June 13, after the official launch of the "2022 Buy Hubei" campaign, the first consumer coupon was snatched away in just 7 seconds.
Just 39 seconds after 20:00, a consumer in Wuhan used a "240 yuan minus 80 yuan" food and beverage coupon through UnionPay.
Consumer coupons are recognized by the people, especially those with large discounts and wide coverage, which often attract consumers to rush to get them once they are issued.
However, there are areas that consumers want to improve.
It is difficult for middle-aged and elderly consumers to obtain consumer coupons that require a lot of speed.
Aunt Song, 62, said: "Although I have a smartphone, I'm not proficient in 'playing'. I usually send WeChat and surf the Internet. The distribution and use of the tokens are mainly online, and either cannot find the entrance to receive them, or cannot compete with young people with faster hands.
In this regard, relevant experts suggest that the issuance of consumer coupons can take a "two-pronged approach" online and offline.
While issuing electronic consumer coupons on the online platform, a certain number of paper consumer coupons will be issued through relevant institutions and merchants, or bound with senior cards to help middle-aged and elderly consumers effectively enjoy dividends.
There are also some young people who have reported that although they have grabbed consumer coupons, there are many restrictions on their use, and some coupons cannot be used after they are received.
Hong Yong analyzed that in the issuance and use of consumer coupons, different methods should be adopted according to regional differences, industry differences, user differences, etc.
The first is to fully investigate and demonstrate, grasp the rhythm of the issuance of consumer coupons, and reasonably set the amount of consumer coupons.
The second is to enrich the channels for issuing consumer vouchers, using multiple platforms and methods to issue consumer vouchers, simplifying the collection process and lowering the threshold for collection.
The third is to expand the coverage of consumer coupons. For special groups such as the elderly and the disabled, the government can directly issue consumer coupons to old-age and disabled cards, and increase the proportion of general consumer coupons to bridge the "digital divide".
Issuing consumer coupons is one of the effective means to promote consumption, but in Hong Yong's view, if consumer coupons are only issued frequently and frequently without supporting policy support, the effect of promoting consumption will gradually weaken.
In the long run, promoting consumption should still focus on both supply and demand.
Relying on digital and intelligent technology to achieve supply and demand matching.
JD.com's smart city consumption promotion platform not only provides consumption coupons for Beijing Economic and Technological Development Zone, but also analyzes the consumption situation in real time through big data. The sales ratio and leverage ratio can also provide a certain reference for the layout of regional consumption formats and business development planning.
With the successive issuance of a new wave of consumer coupons, the momentum of consumption recovery has gradually become clear.
"The decline in total retail sales of consumer goods narrowed significantly in May, and with the gradual restoration of living order, the pace of consumption recovery will accelerate," said Fu Linghui, director of the National Economic Comprehensive Statistics Department of the National Bureau of Statistics.
Xu Peiyu