According to data from the National Bureau of Statistics, the growth rate of total retail sales of consumer goods turned positive in June, up 3.1% year-on-year.
Under the heavy pressure, domestic consumption has withstood the impact of the epidemic, showing a rebounding momentum, and positive changes have increased significantly.
Among them, new consumption has become a bright spot in the consumption field.
Experts believe that although the recovery of consumption still faces some constraints, the trend of my country's consumption scale expansion, consumption structure upgrade, and consumption model innovation will not change. It should more accurately meet the needs of normalized epidemic prevention and control, and further promote the development of new types of consumption.
Deepening the integration of online and offline
In the first half of the year, my country's online retail market stabilized and rebounded, showing a recovery trend.
Data show that in the first half of the year, the national online retail sales reached 6.3 trillion yuan, a year-on-year increase of 3.1%.
Among them, the online retail sales of physical goods was 5.45 trillion yuan, an increase of 5.6%, accounting for 25.9% of the total retail sales of consumer goods, an increase of 2.2 percentage points over the same period last year.
"In recent years, new consumption represented by online retail has flourished and has become a new engine for consumption growth," said Sheng Qiuping, Vice Minister of Commerce.
Looking at the categories, the sales of upgraded products grew faster.
According to business big data monitoring, in the first half of the year, the sales of camping canopies, portable tables, chairs, beds, and ski equipment increased by 331.8%, 123.1%, and 72.7%, respectively; the sales of energy-saving central air conditioners, energy-saving freezers, and energy-saving water heaters increased by 124.0% and 33.8%, respectively. and 27.2%.
Looking at the region, the rural online retail market continued to recover.
In the first half of the year, the national rural online retail sales reached 975.93 billion yuan, a year-on-year increase of 2.5%.
Among them, the online retail sales of rural physical commodities was 890.44 billion yuan, an increase of 3.6%.
The national online retail sales of agricultural products was 250.67 billion yuan, a year-on-year increase of 11.2%.
Looking at the business format, the orderly and healthy development of new business formats and models such as live e-commerce and social e-commerce has expanded new services for digital life.
In the first half of the year, the cumulative number of live broadcasts on e-commerce platforms monitored by business big data exceeded 60 million, and the cumulative number of viewers exceeded 517 billion.
"With the acceleration of the digitalization process in various fields, the deepening of the integration of online and offline consumption has released a new dividend of domestic demand restoration resonance." Zhu Keli, executive director of the China Information Association and president of the New Economic Research Institute, believes that the new type of consumption promotes the organic connection between production, supply and marketing, creating a New career positions and new employment opportunities.
Zou Yunhan, associate researcher of the Economic Forecasting Department of the State Information Center, said that new consumption can effectively stimulate new demand. Due to certain pressures on residents' employment and income, innovative new supply can better stimulate consumption potential, and new consumption has broken through the previous consumption experience. , become a new driving force for consumption growth.
"Currently, it is difficult for the supply system to meet the requirements of demand upgrading, which is a key issue restricting the release of my country's consumption potential." Zou Yunhan believes that new consumption plays an important role in promoting supply upgrading and enhancing supply and demand adaptation.
New business forms and new models continue to emerge
The "Opinions on Further Unleashing Consumption Potential and Promoting Continued Recovery of Consumption" issued by the General Office of the State Council in April proposed to innovate consumption formats and models, meet the needs of normalized epidemic prevention and control, and promote new types of consumption.
"New consumption is becoming an indispensable part of residents' lives, meeting people's growing needs for a better life," said Chen Lifen, a researcher at the Institute of Market Economy of the Development Research Center of the State Council.
The construction of network infrastructure provides strong support for new consumption.
Data show that as of the end of June this year, 1.854 million 5G base stations have been built and opened nationwide, and the gigabit optical network has the ability to cover more than 400 million households.
New types of consumption supported by new formats, new models and new scenarios have played a positive role in my country's response to the impact of the epidemic and steady growth in the first half of the year.
Driven by technological empowerment and consumption upgrades, and relying on new technologies such as the Internet, cloud computing, and artificial intelligence, new types of consumption can better meet the efficient connection between supply and demand.
At the same time, the efficient and smooth logistics and express delivery brought by new consumption can effectively reduce the cost of loss and enhance the convenience of consumption.
"Recently, the central and local governments have continued to increase their efforts in new consumption." Zhu Keli said that there are many bright spots in promoting new consumption in various places.
For example, guide market players to focus on new user needs, actively promote new categories such as pre-made dishes, standardize the development of new scenarios such as camping economy and "cloud fitness", popularize new concepts of green and healthy consumption, continue to develop new products, cultivate new models, and constantly promote new Consumption upgrade and development.
Zou Yunhan believes that the current development of new consumption in first-tier cities and hot second-tier cities presents new characteristics of the accelerated formation of "three pillars": first, to accelerate the formation of new infrastructure that promotes digitalization, Internetization and big data on the consumer side; second It is to speed up the formation of a diversified supply system that can better cater to the development of new consumption and industrial transformation; the third is to speed up the formation of a loose, open, and effective institutional environment that can promote the accelerated development of new consumption.
Accelerate the release of new consumption potential
Looking forward to the prospects of the consumer market in the second half of the year, many experts believe that multiple measures should be taken to continue to break barriers and block points for the development of new consumption.
"The key tasks to promote the development of new types of consumption must be based on building foundations, making up for shortcomings, and optimizing governance." Zou Yunhan said that it is not only necessary to optimize and improve new digital infrastructure, but also to promote digital consumption-related supporting facilities. construction process.
By innovating the supply of digital products and services, improving the digital consumption standard management system, and speeding up the creation of a number of digital consumer brands, we will make up for the shortcomings, and strengthen the comprehensive collaborative governance in the field of digital consumption.
Chen Lifen said that the construction of smart logistics and contactless distribution systems should be improved, terminal facilities such as smart express boxes and community O2O should be deployed, and the development of smart supermarkets, unmanned stores, and wearable devices should be explored to enrich digital scenarios.
At the same time, the gradient promotes the new consumption development of network nodes such as big cities, small and medium cities, urban communities, and township business centers.
Cultivate and build an international consumption center city, and strengthen the radiating and leading role of big cities and urban circles.
In addition, encourage the establishment of service standards that support new consumption, and promote the high-quality development of the industry.
Strengthen the construction of relevant laws and regulations to standardize the development of the industry.
Zhu Keli believes that it is necessary to increase policy support for new consumption, strengthen financial support, optimize financial services, and improve labor security.
It is necessary to coordinate the development of new consumption and the transformation of the commercial circulation field, the digital and intelligent transformation of traditional commercial enterprises and cross-border integration, and jointly realize the optimal allocation of resources and the deep integration of industries.
Feng Qiyu