Digital renminbi drives shopping during the Spring Festival
Our reporter Chen Guojing
"Using digital renminbi red envelopes to buy things for my family during the Spring Festival is a good experience and very affordable." Ms. Liu, who lives in Hangzhou, Zhejiang, obtained the right to exchange digital renminbi for new year's goods at a premium during the Spring Festival during the digital renminbi consumption promotion activity on the Meituan platform. I used the digital renminbi to buy milk, beer and other new year necessities for my family.
"By using the digital renminbi's consumption discounts, it also adds a 'technical taste' to the home." Ms. Liu said happily.
The Spring Festival is the traditional peak season for consumption.
This year’s Spring Festival, local governments and commercial organizations in the digital renminbi pilot areas have launched a variety of digital renminbi consumption promotion activities to activate the consumer market and boost consumer demand.
Driven by various red envelope promotion activities, using digital renminbi to buy New Year’s goods and people’s birthday supplies has become a new trend of consumption in the Spring Festival this year, and digital renminbi has also become a new force to promote the recovery of consumption.
In pilot cities in Guangdong, Zhejiang, Jiangsu, Shandong and other places, many local governments have issued digital RMB consumption vouchers to stimulate residents' consumption.
For example, Shenzhen launched a 100 million yuan subsidy activity for the catering industry, Jinhua launched the "Living in Dongyang New Year Heartwarming Red Envelope" activity, and Lianyungang launched the "New Year Huimin Consumption Voucher" activity to promote consumption.
In addition, there are Hangzhou's "Prosperous Chinese New Year" special consumption coupons for catering, the third round of government consumption coupons for Anji County Government in Huzhou, Wenzhou's "Warm and Enjoyable Life" Spring Festival consumption coupons, Wuxi Yixing's "TAO Most Yixing" New Year's Eve Consumption vouchers, Jinan’s “Quanchenggou” Spring Festival consumption vouchers, Jinhua Yiwu’s “Liuyi Chinese New Year Consumption Red Envelope” and other digital RMB consumption red envelope activities.
According to the reporter's rough statistics, the total amount of digital renminbi consumption promotion activities in these pilot areas exceeded 180 million yuan.
The digital renminbi consumption promotion activities of commercial organizations are more diversified, covering multiple application scenarios such as mobile communications, department stores, supermarkets, transportation, and tourism.
According to the reporter's incomplete statistics, various commercial organizations have carried out nearly 200 activities in the pilot areas.
Data from the retail platform Meituan show that from January 21 to January 27, consumers in various pilot regions across the country spent money at more than 20,000 small, medium and micro merchants on the platform after receiving digital RMB red envelopes or coupons from Meituan. Business adds "fireworks".
Many consumers have activated the digital renminbi and received red envelopes to buy rice noodles, custard, fresh fruits and vegetables and other New Year products, and posted their consumption experience on social platforms.
Mr. Wu, who lives in Beijing, said that he won an 88-yuan digital renminbi red envelope in the digital renminbi Spring Festival promotion activity launched by Meituan and several banks, bought fresh fruits, cooked food and other commodities, and enjoyed them with his family during the festival.
In addition to grabbing consumer red envelopes issued by local governments and commercial organizations, the digital RMB red envelope activity just launched on the eve of the Spring Festival also adds new experiences to consumers.
On January 19, the digital renminbi launched its first update this year, adding a variety of Spring Festival special red envelope covers such as "Fu Rabbit Welcomes the Spring", "Five Blessings", "Congratulations to the New Year".
Consumers can share with designated friends through WeChat, QQ, Alipay and other platforms, or send them in groups to grab red envelopes together.
The reporter noticed that during the Spring Festival, many family groups sent digital RMB red envelopes to "early adopters".
Ms. Li, who lives in Yancheng, Jiangsu, is nearly 70 years old. Under the influence of the younger generation at home, she began to use digital renminbi to send red envelopes during the Spring Festival this year. It’s not complicated, and the cover looks good.”
With the deepening of the pilot, digital renminbi is gradually integrated into residents' retail consumption and daily life, and the frequency and scale of users' consumption of digital renminbi has increased significantly.
Convenience, benefits, and money-saving consumption with digital renminbi have become the common feelings of many digital renminbi consumers during the Spring Festival.
The enthusiasm of consumers has led to a "digital RMB consumption fever" during the Spring Festival.
According to data from Meituan, from January 21 to January 27, the number of digital renminbi transaction orders on the platform increased by nearly 4 times compared with last year's Spring Festival, the number of digital renminbi transaction users increased by more than 5 times year-on-year, and the amount of digital renminbi transactions increased by 6.2 times year-on-year .
(Economic Daily)