This "fireworks" is more than just coming back

　　Chinanews.com, January 5th (Zuo Yukun, reporter from Chinanews Finance and Economics) The New Year's Eve Square is lit up with flashing neon lights, long queues in restaurants and stores, and people shopping in shopping malls and supermarkets... At the beginning of the new year, with the epidemic prevention and control in various places With the optimization of control measures, the consumer market is also accelerating its recovery in the cold weather.

　　"This 'firework' is more than just coming back, it's literally 'starting a prairie fire'!" In the economic life of pressing the fast forward button, accelerating the release of economic vitality and promoting the overall improvement of economic operation have become people's new expectations in the new year.

The picture shows the New Year's Day holiday, Nanchang Vientiane City is very popular.

Photo courtesy of Jiangxi Provincial Department of Commerce

Food and beverages are fragrant, diners gather

　　"We went to the shopping mall at 11:00 noon to prepare for dinner, and found that it was already full of people. Almost every restaurant had to queue for 40 minutes to more than an hour, and some popular restaurants had stopped issuing numbers, so we had to wait until the afternoon. At 4 o'clock, I will take the number for the evening market." Ms. Zhang, a Beijing citizen, still remembers the grand occasion of going out to eat during the New Year's Day holiday.

　　Gathering with relatives and friends with steaming food is the most important thing for many people in the New Year.

The queuing list of each restaurant in the shopping mall and the sign of stop issuing numbers.

Photo provided by the interviewee

　　"It's really been a long time since I've seen such a scene, and I haven't seen it in the past three years." Qiang Hui (pseudonym), the owner of a restaurant in Wangjing business district, Beijing, happily posted more than a dozen messages on the first day of the holiday Circle of friends.

　　"The store opened a 'late night canteen' specially for the New Year, and the business hours were extended until 2 am. At the time of New Year's Eve, our restaurant staff counted down with customers, and strangers clapped together to celebrate. This feeling has really been long gone. "Qianghui said that both the number of receptions and sales have reached the highest in three years during the New Year's Day holiday. "The sales in one day can almost catch up with the sum of all statutory holidays in 2021."

　　The laughter of the party and the lingering aroma of the hot pot have always been a perfect match.

On New Year’s Eve, Haidilao’s Beijing Xidan store will wait for a seat from 12:00 noon to 2:30 am the next day, which lasts for over 14 hours; Haidilao’s Beijing Road store in Guangzhou will start at noon There was a queue at 12:30, and it continued until 4:00 am the next day. The passenger flow on that day increased by 4 times compared with ordinary weekends.

　　The relevant person in charge of Haidilao told the reporter of China New Finance and Economics that the turnover rate of Haidilao in various places during the New Year's Day has recovered significantly compared with that in December.

New Year's Eve ushered in the recent consumption peak, and the second day of the holiday was basically the same as the same period last year. Stores in Beijing, Shanghai, Hangzhou, Xi'an, Zhengzhou, Hefei, Shenzhen, Chengdu, Chongqing, Guangzhou, Nanjing and other regions performed particularly strongly.

　　Data from Meituan shows that in the two days before the New Year’s Day holiday, the online transaction volume of dine-in meals across the country has more than doubled compared with last week. Among them, the related transactions in Jiangsu and Zhejiang have increased by more than 230%, and the dine-in consumption is the most prosperous.

　　The China Cuisine Association issued a document on the 3rd stating that with the implementation of various policy measures to expand demand, activities such as dine-in, banquets, and cross-provincial tourism have gradually resumed across the country. The arrival of festivals has boosted the confidence of consumer market entities and the vitality of economic development The re-release has created a good start for the upcoming Spring Festival catering market.

Haidilao's Guangzhou Beijing Road store lined up in front of the New Year's Eve gate.

Photo courtesy of Haidilao

Consumption is picking up and popularity is booming

　　"The long-lost excitement is back! On the first day of the holiday, our on-site customers who came to the cabinet and those who asked for mailing together sold a total of nearly 400,000 yuan." In Wangfujing Commercial District, Beijing, a staff member of a cosmetics counter told reporters express.

　　According to her introduction, the last wave of activities in the store was during the "Double Twelve", when discounts such as 20% off some products were launched.

"At that time, the mall was open normally, but almost no customers came to the scene. It sold nearly 200,000 yuan purely by mail, which was already a very good result. I didn't expect to double it this time, which was very pleasantly surprised."

　　"Before, I didn't go out at home, and I didn't think about dressing up. Now I have recovered. I have invited many friends out to play in the past few days, and I have to prepare for the New Year. Of course, I have to buy some new cosmetics for myself." Consumers who visited the store almost All with the same mentality.

　　Also in Beijing, Xidan Joy City had nearly 250,000 visitors on New Year’s Day, with a single-day sales of nearly 28 million yuan; Yue Ya Jewelry District’s single-day sales exceeded 4 million yuan, a record high; national sales champion 46, 74 sales champions in Beijing; nearly 10,000 new members.

　　"For New Year's Day, we have prepared a 15th anniversary limited-edition co-branded trendy play online lottery for sale, as well as offline trendy play markets, medieval markets and other activities to enrich the shopping experience, strongly gather young trendy customers, enhance the city's festive atmosphere, and rejuvenate the city's consumption vitality ” The relevant staff of Xidan Joy City told reporters.

Shopping crowd.

Photo courtesy of Xidan Joy City

　　The booming atmosphere is spreading in all major business districts in Beijing.

On January 2, data released by the Beijing Municipal Bureau of Commerce showed that during the New Year's Day holiday in 2023, key monitored department stores, supermarkets, specialty stores, catering and e-commerce companies achieved sales of 3.53 billion yuan, recovering to 8.38 billion yuan in the same period last year. %.

The city's 52 key business districts had a passenger flow of 12.181 million.

　　The data released by the Shanghai Municipal Commission of Commerce also shows that during the New Year's Day holiday (December 31, 2022 to January 1, 2023), Shanghai's offline consumption exceeded 12 billion yuan, and the online consumption amounted to 10.98 billion yuan. Consumption is gradually picking up. .

　　"If you stay at home for a long time, you will be too lazy to come out, but when you come out, you will feel that although there are many people and crowded, it's great to be lively." A netizen said.

Abundant channels, each takes what it needs

　　In a supermarket in Beijing on January 2, citizens who came to purchase lined up in front of the shelves.

"Pay attention to safety, take care of the trolley!" There are staff reminding at every corner of the supermarket and at the elevator connection.

According to his introduction, because the customer flow in the store continues to be high, flow-limiting policies will be adopted from time to time to maintain the stability of the consumption order in the mall.

A supermarket in Beijing during the New Year's Day holiday.

Photo by Zhongxin Finance and Economics Zuo Yukun

　　Hema Beijing data also shows that during the New Year's Day period, the overall passenger flow in the store has recovered by more than 80%, and dine-in meals have basically returned to daily levels during lunch and dinner.

Many people choose to start the new year with "hard goods", such as turbot, Boston lobster, and Roche shrimp, which have increased by more than 3 times.

Coupled with the approaching of the Spring Festival, as of January 3, Hema's various annual dishes reservations have more than doubled from the previous month.

　　The Central Economic Work Conference proposed that the recovery and expansion of consumption should be prioritized, consumption capacity should be enhanced, consumption conditions should be improved, and consumption scenarios should be innovated.

In addition to the rising popularity of offline consumption, the unabated online consumption has also added fire to this holiday.

　　With the popularity of staying at home for New Year's Eve, takeaway orders are also rising.

On the food delivery platform, many merchants have launched New Year’s packages of different specifications suitable for 2 people, 3-4 people, etc., to meet the needs of consumers for gatherings at home.

　　According to data from Meituan Waimai, the number of merchants offering New Year’s dishes has increased by three times from the previous week, and the number of New Year’s dishes has increased by five times from last week.

During the New Year's Day, Haidilao's delivery sales increased by more than 80% compared with the Mid-Autumn Festival holiday, and sales in Shanghai, Chongqing, Zhengzhou, Xi'an, Guangzhou and other places all increased by more than double.

　　"Originally, our store was only for dine-in. The takeaway service was only opened during the ban on dine-in, which maintained the flow of water in the store and attracted many new customers. We have also summed up a lot of valuable experience, so we will not do it in the future. We will give up the online part and strive to achieve online and offline synergy." Qiang Hui said.

　　"The new consumption demand released by the 'Sense of Ritual New Year's Eve', through the connection of the online Internet platform, can effectively match the abundant high-quality supply and stimulate local and remote consumption." Deputy Director of the Cultural Tourism Policy Research Center of the China Institute of Labor Relations, New Era Wu Ruoshan, president of the Cultural Tourism Research Institute, said that with the accelerated implementation of consumption promotion policies in various places and the continuous renovation of online and offline marketing methods, the consumer market is expected to continue to pick up in 2023.

(use up)