The rapid development of new consumption provides new impetus
Liu Shaohua Hu Xiaoxiao
The term "new consumption" appeared in the government work report of this year's National Two Sessions.
The report proposes to cultivate and expand new consumption, implement policies to promote digital consumption, green consumption, and healthy consumption, and actively cultivate new consumption growth points such as smart homes, entertainment and tourism, sports events, and domestic “trendy products”.
In fact, new types of consumption are increasingly appearing around people.
Old neighborhoods are creating new landmarks, time-honored brands are selling "new flavors", and business, travel, culture and sports are deeply integrated... China's consumer market has recovered steadily, and the rapid development of new consumption has provided new impetus for consumption growth.
Scene renewal brings vitality
In Beijing, the glazed archway of Dongyue Temple in Chaoyang District has a history of hundreds of years and has witnessed the changes of Chaowai Street over time.
In recent years, the scene in front of this glazed archway has been unprecedentedly lively.
Visiting stores, checking in, playing sports, visiting theme markets...many new commercial activities have quickly gathered popularity, vitality and community cohesion in this area.
What makes this place revitalized is the novel commercial scene design.
Take "THE BOX", a newly opened shopping mall, as an example. Without even entering the mall, you can see young people skateboarding on the first floor and playing basketball on the second floor of the venue next to the mall.
The popular sports ground has become a good place to take photos and make friends.
There are no stores in the mall, but instead a merchandise display like an art exhibition.
Different from traditional shopping malls, "THE BOX" is clearly positioned as a "curated retail" shopping mall integrating culture, art, entertainment, leisure, sports, and catering.
From a 24-hour event space to colorful art exhibitions, this mall targets young people, explores new activity forms and contents, and attracts many young people to come and "check in" with unique new consumption scenarios.
The novelty brought by consumption scenarios has become an experience that many consumers attach great importance to.
Zhang Jixing, deputy director of the market research department of the China Council for the Promotion of International Trade, believes that the current demand for leisure travel among Chinese residents is strong and the potential continues to be released. Some physical businesses have not only better met the needs of local consumers by creating new scenes and new experiences, but also become the top attraction in the hearts of tourists. Popular check-in place.
In Shanghai, several Shikumen-style buildings near the Changshou Road subway station in Putuo District were built into the urban renewal project "Hongshou Fang".
By incorporating modern design elements and environmental protection concepts, it has become a multi-functional space - a food market mixed with catering and retail provides customers with fresh and affordable dishes; many shops along the street participate in the morning and night markets, selling daily necessities; Among the traditional lanes, "Hongshoufang" reinterprets "market culture"; this smoky Shanghai-style scene meets the diversified consumption needs of customers.
In Zhengzhou, Henan, the Oleochemical Plant Creative Park located in Jinshui District was transformed and upgraded from the old factory building of the Zhengzhou Oleochemical Plant built in 1952.
Different from the heavy and dilapidated industrial style of the past, today's factory focuses on "youthfulness", defines new trends, and has become a comprehensive park for citizens' life and leisure.
Theme restaurants in the "camping style + tea making by the fire" model, market temple fairs where culture and trends are intertwined... the "industrial rust field" is becoming a "life show" that inspires people's enthusiasm for consumption.
“When I go here every once in a while, there are new scenes and changes, and I feel like I’ve seen a blockbuster movie just by taking a photo.” said a local citizen who often goes to the Oil and Chemical Plant Creative Park to “check in and spend money”.
With the rise of outdoor craze, many new outdoor-themed consumption places will drive the creation and development of more consumption scenarios.
In Chengdu, Sichuan, in March 2023, the first sports park in Southwest China with the theme of "extreme sports + water sports" - Panda Extreme Sports Park opened.
Surfing, skateboarding, balance bikes, tent camps... various activities are very popular among young people.
In Huzhou, Zhejiang, Shicong Town, Nanxun District, vigorously develops sports tourism and creates a new "outdoor +" consumption format. It attracts many tourists to experience the charm of outdoor sports by holding fishing competitions and other events.
In 2023 alone, the town attracted more than 600,000 tourists and generated revenue of more than 60 million yuan.
Rely on creativity to "break the circle" and "encircle fans"
Walking along Wangfujing Pedestrian Street, stalls such as Beijing Clay Figures, Enamel Factory, "Sheng Xifu" and "Tong Shenghe" are lined up. The tables are filled with many time-honored products, attracting many tourists to come and take a look. The scene is very lively.
"These time-honored items are symbols of memories. It's amazing to see them being updated every year!" Xiao Wu, a junior in college, happily shared his findings with his companions after carefully observing the products at the stalls. " I didn’t expect that these old brands can also be used in new ways.”
For many people, time-honored brands are not only distinctive brands, but also carriers of memories, existing in people's daily lives in various forms.
The protection and development of time-honored brands has been ongoing.
In February this year, the Ministry of Commerce, together with relevant departments, announced the third batch of Chinese time-honored brands, officially recognizing 382 brands as Chinese time-honored brands, bringing the number of time-honored brands nationwide to 1,455.
In the next step, the Ministry of Commerce will promote the innovative development of time-honored brands from multiple aspects and promote the consumption of “trendy” domestic products.
How do time-honored brands stay on top of the consumer market?
The answer for many time-honored brands is to inject new power through product innovation.
"The black weave fabrics, new technical fabric materials and Year of the Dragon limited-edition shoes currently on display at the booth are all new products developed by the company. While retaining the brand's characteristics, they can also meet the trends and preferences of today's young people." In Wangfujing Pedestrian Street, the stall owner of "Tongshenghe" counter introduces it to customers.
"Tongshenghe", which makes handmade cloth shoes and rubber-soled cloth shoes as its mainstream products, has proactively catered to the new consumption trend after sensing the rising attention of young people.
Beijing Tongrentang, also a time-honored brand, has spared no effort in meeting the new needs of customers.
From healthy drinks such as Xiaohongguan, wolfberry latte, "Good Night Water" and "Stay Up Night Water", to healthy pancakes, and to a series of health foods with the same source of medicine and food, this time-honored brand attracts many consumers with its innovative combinations Experience wellness.
Sheng Qiuping, Vice Minister of Commerce, said: "Innovation of time-honored brands should be innovation that inherits and promotes China's excellent traditional culture, innovation that benchmarks advanced concepts and conforms to market mechanisms, innovation that is in line with the company's long-term planning and is generally recognized by the market. Only innovation Only by setting a correct 'tone' that is recognized by the masses and recognized by the market can we find the 'path' for keeping integrity and innovation."
As new products are launched, corresponding promotion methods are also innovating.
Cross-border co-branding and creative cooperation have become effective ways for more consumers to learn about new products.
Luckin Coffee launches joint activities every once in a while, sparking sparks between seemingly different brands; Heytea creates "inspirational tea", highlights new drinks with textured joint names, and frequently launches Internet celebrity hits; Sanxingdui Museum has launched a series of products based on regional characteristics and combined with trendy culture; Nanjing Hongshan Forest Zoo and clothing brands jointly held a clothing conference, taking a big step towards innovative integration of animal protection, natural education and clothing fields... Cross-border cooperation has brought more exposure to the brand, and many novel ideas are injecting new vitality into consumption.
Immersive interaction is popular
"This is my first time to participate in this kind of activity. I experienced the local customs and it was very interesting. I will continue to come next time." Not long ago, I participated in the Huizhou-colored characters at the Guangde Kingdom Scenic Area of the Western Han Dynasty in Yixian County, Anhui Province. After playing the game "Gu Yi Fengyun", tourist Ms. Liu expressed this emotion.
At the scene, with the cooperation of more than 30 staff members, tourists enter the theater to start immersed exploration, and often forget to leave.
In order to better meet the needs of the public, the scenic spot integrates viewing, play and interaction.
Here, visitors can wear ancient costumes and participate in performances, play any role, and feel the charm of traditional culture while interacting with the staff.
Viewing scenery, watching a play, changing clothes, checking in... the traditional "sightseeing tour" has made new breakthroughs, bringing new fun to tourists.
The sense of experience has become one of the key factors that people consider when traveling and purchasing.
Data from Qunar.com shows that in January this year, searches for immersive experience travel products increased 5.2 times year-on-year in 2023.
This type of product has become the first choice for many people.
The immersive opera-themed night tour street "Wuling Evernight City" located in Xiguan Street, Zhuxi County, Hubei Province has been very lively since its launch: since the street opened on December 30, 2023, it attracted 100,000 tourists on the first day, and the number of tourists in 14 days exceeded 100,000 1 million people.
Hot popularity comes from well-designed experiences.
Taking advantage of the aquatic scenery, a light and water show theater is built along the river, combined with modern sound and light technology, to interweave a series of dramas; use the drama to enter the scenery, personally experience the charm of intangible cultural heritage opera, superimpose technology and cyber culture, and indulge in the charm of the Liyuan ; Walking along the street, listen to the "Erhuang Chinese Quintessence", taste the special delicacy Zhuxi Steaming Basin, the delicate light and shadow interweave with the smell of fireworks on the streets of Zhuxi...
"It's so beautiful, so lively, and I can't get enough of it." A high school student from Pingli County, Shaanxi Province, praised after checking into Wuling Evernight City. "There are a lot of delicious and fun things here. It's really worth the trip."
Large-scale cultural and tourism activities have been widely praised through experience upgrades, and offline shopping malls have also come up with various tricks to bring new consumer experiences.
In Changsha, Hunan, Jingdong MALL located in Xiangjiang New District has changed the traditional electronics mall model and turned it into a "super experience store". From trendy electronic equipment to daily necessities such as beauty and personal care, more than 200,000 items are displayed for daily use. The form used.
When customers visit the mall, they feel as if they are visiting a model home.
In Shenzhen, Guangdong, Shennan Vankeli has been built into a commercial district with the theme of "Cantonese-style national trend". Through the creation of scenes and the selection of corresponding high-quality brands, the "Cantonese-style" life scenes are integrated into the creation of a commercial atmosphere.
In Shanghai, national trend elements can be seen everywhere in the neon street of Jing'an Joy City. The three most eye-catching themed areas are called "Koi Gate", "Taotie Shopkeeper's Shop" and "Taotie Pavilion" respectively.
Take "Koi Gate" as an example. The allusion of carp jumping over the dragon gate is used here. Five giant koi carps made of new materials swim freely in the street. With tradition as the main line and the trend as the supplement, it depicts the struggle of young people who are constantly leaping forward. group.
There are more and more shopping malls like this all over the country.
Shopping malls try to use various special activities to add new fun to consumers' daily lives and provide new places for leisure and entertainment.
Embrace a new smart life
In recent years, the continuous advancement of technology has brought about the vigorous development of new business formats and new models. While driving the growth of the consumer market, it has also promoted a smarter lifestyle into thousands of households.
E-commerce live broadcast is changing the form of traditional shopping malls.
A shopping mall located in Hangzhou, Zhejiang, has now become a new consumer and commercial complex of "online live broadcast + offline shopping mall", providing a new way of shopping.
When you walk in here, the most common thing you see is the anchors in each store holding the products and enthusiastically introducing them to the camera. They will also cooperate with the requests made by the audience in the live broadcast room to show the details of the goods to consumers.
For consumers, this new way of shopping is undoubtedly attractive.
"While shopping, you can also see Internet celebrities live broadcasting around you. When watching the live broadcast at home, it feels like you are choosing on the spot." A customer shared his feelings.
The increasing improvement of digital consumption infrastructure is driving more and more business districts and shopping malls to actively embrace new technologies and move towards "retail digital intelligence".
Jiefangbei-Chaotianmen Commercial District, located in Yuzhong District, Chongqing, is one of the first national demonstration smart commercial districts. Emerging technologies empower every corner of this commercial street - 85 public Wi-Fi kiosks, achieving full coverage of wireless signals; Intelligent terminal products such as obstacle maps and multi-functional smart seats provide the most considerate services to special groups; the first GOGO unmanned supermarket fully meets the various needs of consumers through virtual fitting mirrors, unmanned shopping, smart shopping guides and other technologies , the average customer flow of stores in the business district increased by more than 20%...
Yang Qingsong, secretary-general of the China Department Store Merchant Association, believes: “Now the integration of digitalization and commerce is getting closer and closer. This new model drives venues, talents, investment, including new consumer demand. This kind of The influence will become stronger and stronger.”
New changes brought about by technology can be seen everywhere in daily life.
Smart products and high-tech services are becoming new consumption hot spots, bringing about a lifestyle revolution.
Taking smart homes as an example, research by global consulting firm IDC (International Data Corporation) believes that China's smart home market demand will gradually pick up in 2024, and equipment shipments will increase by 6.5% year-on-year.
"Smart homes are a new track for expanding domestic demand and stabilizing growth. They will replace traditional homes and become a new point of great potential." Zhou Yunjie, chairman and CEO of Haier Group, suggested.