With the integration of more data, commercial circulation is becoming more efficient and convenient.

Cultivate digital lifestyle consumption patterns and strengthen the connection between production and marketing——

Data integration makes business circulation more efficient

　　Reporter Qiu Haifeng

　　Smart business districts, instant retail, and live e-commerce—the realization of these new consumption scenarios is inseparable from data support.

　　As a new factor of production, data has been rapidly integrated into all aspects of production and life, among which commercial circulation is an important area. 17 departments including the National Data Administration recently issued the "Data Elements ×" Three-Year Action Plan (2024-2026)" to clearly carry out the "Data Elements Digital lifestyle consumption style, strengthen the connection between production and sales, precise push, and help create distinctive brands. With the integration of more data, commercial circulation is becoming more efficient and convenient.

　　Business district——

　　Better shopping experience and improved management level

　　What’s different about smart business districts? A list released by the Ministry of Commerce on January 15th gives the answer - the smart level of facilities, services, scenes and management have all improved compared with traditional business districts.

　　This list, called the second batch of national demonstration smart business districts and smart stores, includes 8 business districts and 15 stores. Sun Zekun, an expert at the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, said that since the Ministry of Commerce launched the creation of national demonstration smart business districts and smart stores in 2022, a total of 20 business districts and 31 stores have been shortlisted so far. In this process, many localities and business entities have promoted the transformation of traditional business districts according to local conditions, relying on market environment data such as passenger flow, consumer behavior, traffic conditions, and humanistic characteristics to create a closed loop that integrates data collection, analysis, decision-making, accurate push, and dynamic feedback. consumption ecology.

　　The May Day Business District in Changsha, Hunan Province is one of the second batch of lists. The full application of data is giving this old business district new vitality. According to big data statistics, women and young people are the "main force" who check in to Changsha. Among them, 80% of the users who check in for Changsha food are 18-40 years old. Based on relevant data analysis, many merchants in the May Day business district have launched a new round of transformation and improvement in recent years.

　　"Focusing on the needs of young people, we have built Changsha Spring into a trendy entertainment experience center dominated by 'Tie Zi Culture'." Zhou Tianhang, general manager of Changsha Spring, introduced that as a long-established department store in the May Day business district, Changsha Spring is now developing into multiple business formats. The trendy play center has been transformed, and by the end of 2023, the store completion rate has reached 92%. Combining "digital +" and "technology +", the new Changsha Spring includes trendy food centers, internet celebrity entertainment centers and smart immersive experience centers, with a distinct young and fashionable tone.

　　Sun Zekun said that nowadays, more and more business districts are using digital information technology to build smart large screens in business district operation and management centers. Through business district passenger flow, sales and other data, they can accurately portray consumer "portraits" and conduct multi-dimensional analysis and forecast business transactions. The development situation and future consumption trend of the business district will be promoted to make important decisions such as business district format optimization, event planning, and brand introduction more efficient and accurate, and consumption scenarios will be optimized to provide consumers with a better shopping experience.

　　Data is also helping to improve the management level of business districts. On the intelligent platform of the May Day Commercial District Safe Operation Command Center, data is jumping one after another: the real-time number of people in different areas, the prediction of the flow of people in the next hour, the parking space situation... The person in charge of the May Day Commercial District Safe Operation Command Center project said that this The platform can effectively realize early warning and evacuation of large crowds. The entire process is intelligent and precise, which greatly improves management efficiency.

　　retail--

　　China Unicom expands its service radius online and offline

　　Turn on your mobile phone to place an order and have it delivered to your door in half an hour - in recent years, instant retail has accelerated its development across the country. Data shows that instant retail has maintained an average annual growth rate of more than 50% in recent years. In 2022, instant retail orders will exceed 40 billion, and the market size will reach 504.286 billion yuan.

　　Focusing on instant retail, 13 departments including the National Development and Reform Commission jointly issued a document not long ago, proposing the development of new business models to support the development of instant retail models that integrate online and offline (platform ordering + nearby store delivery, nearby store ordering + instant delivery), Empower physical stores and expand service radius.

　　Why is just-in-time retail so popular? What’s the “secret” behind rapid development? Industry insiders said that compared with pure offline shopping in the past, instant retail links online and offline, enabling instant online ordering and offline instant fulfillment, making shopping more convenient for consumers with its higher timeliness. Behind this is the instant retail platform that breaks offline retail data silos, integrates traffic, consumption, merchants, products and other data, realizes local traffic distribution, retail digitization and service operations through data drive, and promotes the online transaction process and the facilitation of contract fulfillment and distribution. , relying on local retail supply to meet local immediate demand.

　　Cai Yuezhou, a researcher at the Institute of Quantitative and Technical Economics of the Chinese Academy of Social Sciences, believes that in the digital age, data resources are increasingly abundant and can be obtained in large quantities. The costs of data collection, production, processing, processing, analysis, and transmission have also been significantly reduced, and the marginal cost is close to zero. Data has become a key production factor, which can extract effective information at a lower cost and faster speed, and transmit it in real time among all aspects of production and operation, and among all entities, which effectively solves the problems of information asymmetry and insufficient information that existed in the past. , and thus improve the efficiency of economic and social operations.

　　Supported by data elements, instant retail facilitates consumers and effectively promotes business entities and local economic development. In Hefei, Anhui, all Hongfu Supermarket stores in the city have now achieved instant delivery. "According to data analysis, commodities with high repurchase rates in supermarkets such as vegetables and fruits will be displayed separately so that staff can quickly complete sorting and improve distribution time." Zheng Yuanzheng, operations director of Hongfu Supermarket, said that the introduction of instant retail has significantly improved the efficiency of distribution. Supermarket sales and revenue.

　　The "Instant Retail Industry Development Report (2023)" released by the E-Commerce Research Institute of the Ministry of Commerce believes that the development of instant retail will help accelerate the digital transformation of the traditional retail industry, promote county economic development, increase employment channels, and accelerate digital and physical integration. By 2025, the size of the instant retail market is expected to triple that of 2022.

　　Helping farmers——

　　Speed ​​up moving out of villages into cities and create distinctive brands

　　From offline to online, data has brought many changes to commercial circulation.

　　"In the past, when my parents were in the fruit business, they had to rely on themselves to find sources of goods and buyers. Now relying on e-commerce platforms and big data, we can not only accurately connect the fruits to the market, but also create our own brand 'Yidun Agricultural Products'. "In Linyi County, Yuncheng City, Shanxi Province, Dong Chenxu, born in the 1990s, now runs his own store on the e-commerce platform Pinduoduo, mainly selling local apples, crispy persimmons and other specialty agricultural products. "Sales have been rising in the past two years, especially last year. With the help of Pinduoduo’s ‘Nongyun Action’, sales reached approximately 40 million kilograms.”

　　In February 2023, Pinduoduo launched the "Agricultural Cloud Action" special agricultural assistance project, concentrated on investing advantageous resources, and connected local high-quality supply chains to the cloud in batches. Through the platform, Pinduoduo continued to focus on exposure, fresh agricultural product category days and omni-channel promotion. Help create 100 regional and national brands of agricultural specialties and promote the standardization, branding and digital development of agricultural specialties. Data shows that in the second quarter after the action was launched, the number of agriculture-related merchants receiving tens of billions of subsidies from Pinduoduo increased by 60% year-on-year, and sales of agricultural products increased by 80% year-on-year.

　　Cai Yuezhou believes that in the field of commercial circulation, data elements are being increasingly used. Through functions such as display and price comparison on the Internet consumption platform, sufficient product information can be delivered in real time, reducing the buyer's information disadvantage, while searching, comparison and other functions It can also quickly transmit buyer's demand information. With the large amount of computing resources and processing and analysis capabilities behind the platform, supply and demand can be matched quickly and efficiently.

　　Against this background, more and more e-commerce companies and trading companies rely on data such as order quantity, order type, population distribution, etc. to proactively connect with production companies and industrial clusters, strengthen production and marketing docking, and provide precise push, helping to create distinctive brands.

　　Zhang Yu, chairman of the Beijing ByteDance Charity Foundation, said that in recent years, Douyin Group has carried out a series of explorations and successively promoted the development of rural agricultural products and cultural tourism industries through projects such as "Mountain Goods Make the Headlines" and "Mountain DOU is a Good Scenery". .

　　Data shows that in 2023, Douyin will add more than 1 billion rural videos, with views reaching 2.4 trillion. In the past year, Douyin e-commerce helped sell 4.73 billion orders of agricultural products, with an average of 13 million packages sold to various places every day. The number of agricultural goods merchants increased by 83% year-on-year, and more and more agricultural product brands have gained market recognition.

　　The National Data Administration said that in order to accelerate the pace of digital transformation of rural industries, it will further develop "digital business to promote agriculture", implement the "Internet +" project of agricultural products from villages to cities, carry out live e-commerce actions to assist farmers, and cultivate a number of e-commerce companies. Empower online brands and specialty industries of agricultural products, and deepen the comprehensive demonstration of e-commerce in rural areas. Strengthen traffic support for agricultural product business entities, expand sales channels for agricultural products in remote areas, and use the Internet to promote the development of new business formats such as leisure agriculture, creative agriculture, and forest health care. (People's Daily Overseas Edition)