Chinanews.com, Shanghai, February 25th, title: Shanghai starts the new year with confidence: How to use "innovative consumption" to promote the domestic cycle?

　　Author Fan Zhonghua Gao Zhimiao

　　On the way to work, I opened the Xiaohongshu App, and Qi Feiyan, a white-collar worker in Shanghai, saw the "Growing Grass Post" of Hema's new product. I switched to the Hema App, searched, and placed an order in one go. I took photos and tasted them during lunch time, and wrote them on the way home from work. A review was posted on the Xiaohongshu account. She joked that she is a "newcomer", especially for new food, "has no resistance".

　　The joint sneakers of Huili and Nestle Mr. Banana, the newly designed "Tide Watch" of Seagull Watch, the intangible cultural heritage folding fan of "Shui Tiao Ge Tou"... On the Dewu App, the seemingly whimsical cross-border cooperation, the time-honored "reverse growth" Innovations such as the incarnation of traditional culture into "national trend" are emerging one after another, and "community + e-commerce" drives the tide of trendy consumption.

　　In recent years, the innovative economy has become a major factor in activating consumption potential in Shanghai.

"From the demand side, the consumption lifestyle of the new generation of consumers has changed, and they pay more attention to novelty, fashion, and exploratory commodities; from the supply side, enterprises are constantly responding to new trends through brand, model, and product innovation. At the same time, the impact of previous epidemics on brands and markets has also become an important motivation to stimulate more innovations to seize the consumer market." Jiang Qingyun, a professor at the School of Management of Fudan University, told a reporter from Chinanews.com.

The rise of the trunk market in Shanghai Photo by Fan Zhonghua

　　The word "new" leverages new consumption

　　From simple product cross-border, to cross-IP, cross-field cooperation, to cross-platform, online and offline interaction, the multi-dimensional innovation that leverages win-win has become the driving force leading new consumption.

　　As the leader of China's "new retail", Hema has applied the concept of rapid Internet iteration to product innovation. Its "Hema Workshop" brand alone is continuously developing new products at an average rate of 1-2 per day. Refresh the customer cart.

　　On the other hand, it focuses on exploring a new cross-border model.

In cooperation with Xiaohongshu, the prefabricated dish "Xin You Potatoes for the New Year" was launched, and the Internet celebrity coffee Yongpu teamed up to create DIY coconut water and coffee liquid "A Fresh Coconut American Style"... A batch of new products borrowed "Appearance economy", "social consumption" and "cute economy" quickly "out of the circle", constantly setting off topics and buying booms.

　　Many experts pointed out that a variety of cross-border innovations are constantly popular. First, because companies have achieved a strong combination of brand recognition, reputation and popularity, their products naturally have extremely high credibility. Consumers dare to try new things; second, the greater the "span" of brand cooperation, the more contrasting and attractive it is, and the easier it is to arouse curiosity and promote consumption; third, the greater the difference in the field, the easier it is to form complementary advantages and find a win-win point.

This kind of "open innovation" has thus become a "sharp weapon" for enterprises to attract the attention of the market.

　　"Hema represents new consumer demand, and 'new' represents the future, the consumption trend, and everyone's yearning for a better life," according to Hema CEO Hou Yi, China's consumption scene is constantly being updated , "Shanghai leads the country's consumption innovation, and Shanghai consumers are more willing to accept new things, helping Hema to verify consumption trends."

　　In addition, Hou Yi observed that Hema's innovation in Shanghai is bringing new consumption concepts to the whole country. "The younger generation of consumers in China will not be limited by local tastes, but are more willing to try foreign food and new things, and embrace change. and the future", which also means that the current innovative consumption has huge and broad market potential.

　　This is also the consensus of many Chinese and foreign brands.

Dole, a world-renowned fruit producer and distributor, has joined hands with Disney and Minions in recent years to develop a variety of IP products in China.

　　"We found that Chinese consumers are increasingly consuming fruits, so we have developed a variety of fresh-cut products suitable for white-collar office workers and outdoor enthusiasts outing, and the supply is in short supply after the launch," Wang Na, marketing director of Dole China, told reporters. Multi-dimensional innovation measures have made Dole’s sales in China soar in recent years. “After experiencing the epidemic, consumers’ health awareness is constantly improving. New fashion, new health, and new refinement are becoming the main trends. Improve product quality and service experience. to have greater opportunities.”

Time-honored brands and traditional snacks "get together and innovate" to attract consumers Photo by Fan Zhonghua

　　New vitality and new potential

　　In fact, it is difficult to estimate the market potential activated by consumer-sensitive innovations.

　　Under the cross-regional and cross-border cooperation, the highland barley in Shigatse, Tibet, transformed into a delicious highland barley-flavored eight-treasure rice and went to the tables of the people across the country, opening a new door for industrial development; the black goat in Dabie Mountains was empowered by the new retail of Hema, and the comprehensive value was realized. It doubled and became popular all over the country; Shao Wansheng, a time-honored brand in Shanghai, also made an "unprecedented" new attempt in terms of taste and craftsmanship for its classic siu mai products through innovative cooperation, which not only entered the national market, but also promoted its plan to expand production capacity and welcome new development.

　　"Currently, innovation is everywhere in China. Innovation in the consumer sector is often overlooked, but it is the one that makes citizens feel the most rewarded." He Wanpeng, president and chief researcher of the Shanghai Qiantan Emerging Industry Research Institute, believes that consumption The most important attribute is to promote human interaction and the free and convenient flow of resources and elements.

He suggested that cities should create "big consumption", go straight to the scene, hit the pain point directly, reach people's hearts, attract a large number of natural people from a wide range, and transform everyone's yearning for a better life into the driving force for innovation and entrepreneurship.

　　Just in January this year, Shanghai issued the "Shanghai Action Plan for Improving Confidence, Expanding Demand, Stabilizing Growth, and Promoting Development", which specifically proposed that innovative development of consumer markets such as market-leading innovative formats, models, and creative activities should be carried out. support.

　　In recent years, the Shanghai government has also vigorously promoted the launch economy, night economy, live broadcast economy, etc., to create distinctive commercial landmarks.

At the same time, the supply of a series of open policies has also greatly promoted the landing of imported brands and products in the Chinese market. The continuous flow of global new products not only enriches consumption choices, but also allows all walks of life to see the confidence brought by the market.

　　"After the epidemic was fully lifted, we felt the rapid recovery of the Chinese economy. In the first month after the opening up, our sales increased sharply, reaching the highest level in a single month in the past three years, which shows that the consumer market is recovering well," Wang Na said. , with the opening of more and more fruit producing areas, Dole will strive to introduce fruits from new producing areas as soon as possible, continuously study consumer needs, and create more scenarios for consumption. "For the Chinese market, Dole has always been full of confidence."

　　Jiang Qingyun pointed out that an open Shanghai has the gene of leading fashion and inclusive innovation, so a large number of new brands and platforms are born here, but the continuous activation of consumption power with "innovation" should create a fairer market environment and stimulate the forefront of the market. innovation potential of SMEs.

　　"If innovative policies should be used to encourage small and micro entrepreneurship such as the street-stall economy, they are the nerve endings of the real economy. The flow of emotion and knowledge generated in face-to-face transactions will make them most sensitive to changes in consumer demand and become innovations." "Weather vane'," Jiang Qingyun suggested that after the epidemic in Shanghai to boost consumption, it might as well make full use of the city's idle space, combined with the night economy, etc., to encourage low-cost business entrepreneurship, so that the city's consumption can be more diverse, and more groups can benefit from innovation and entrepreneurship. Gain confidence.

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