How to "circle" a new and convenient life in a quarter of an hour

【Economy Interface】  

Where can you go in a quarter of an hour from the neighborhood where you live?

What services can you enjoy?

On June 1, 12 departments including the Ministry of Commerce, the Ministry of Housing and Urban-Rural Development jointly issued the "Opinions on Promoting the Construction of a Quarter-Hour Convenient Living Circle in Cities" (hereinafter referred to as the "Opinions"), which outlined a blueprint: Participating in cultural and sports activities, from small meals, grocery shopping, fitness, and community-centric walks within a quarter of an hour can enjoy these convenient services.

Nowadays, the pace of urban renewal is accelerating and the consumption level is constantly improving, especially the modernization level of the core business district and regional business districts. The construction of convenient living circles serving community residents is relatively lagging, and it meets the people’s ever-increasing better life. Needs are not adapted.

Within a quarter of an hour, the convenient life circle has created a new vision for a better life for the people.

By improving the community service system that "small needs do not leave the community, and big needs do not leave the community", convenient and efficient community life will become the new normal of residents' lives across the country.

1. Walk for a quarter of an hour, convenient service "not out of the circle"


In the early summer morning, the breakfast shop in the Nanli Community of Xihuashi, Chongwai Street, Beijing is very busy, and the aroma of food wafts out of the window. Next to the breakfast shop is the community fresh food service station and supermarket.

Grandma Liu, who sent her children back to school, said to the reporter, “My grandson’s primary school is in the community, and it’s only a few minutes away to pick up the children. When I come back, I can also buy vegetables for lunch. It is very convenient for our elderly people." Not only that, in the community property convenience service center, residents can also enjoy free haircuts, free printing, emergency charging, convenient drinking water and other services.

Not far from the community, dry cleaners, pharmacies, bookstores, and gyms are all available, and you can experience one-stop convenience services at your doorstep.

  In Beijing, there are many residents like Grandma Liu who have benefited. Such convenient community services benefit from the promotion of a quarter of an hour convenient living circle.

According to Li Hongbing, a member of the Social Work Committee of the Beijing Municipal Party Committee and deputy director of the Civil Affairs Bureau, by the end of 2020, Beijing has built 1,772 community service circles within a quarter of an hour, covering more than 98% of urban communities.

  A quarter of an hour convenient living circle is a community business circle formed by agglomeration of multiple businesses, with community residents as its service targets, within a 15-minute walk of the service radius to meet the basic consumption and quality consumption of residents’ daily life.

"The proposal of a quarter of an hour convenient living circle has enriched the main functions of the community service system, and it is undoubtedly a gorgeous upgrade for the community service system." The relevant person in charge of the Circulation Development Department of the Ministry of Commerce introduced to reporters. At present, many cities are within a quarter of an hour. Initial results have been achieved in the construction of a convenient living circle.

  In recent years, Xuchang City, Henan Province has continuously created five 15-minute convenience service circles, including leisure and fitness circles, medical and health circles, smart reading circles, elderly service circles, and fresh food convenience circles.

Starting from a residential area in the city, within 15 minutes' walk, you can find a leisure and fitness park, a community health service center, a convenient reading bookstore, and a fresh food convenience store.

Today, the main urban area of ​​Xuchang City has achieved full coverage of community fresh convenience stores.

You can buy fresh fruits and vegetables and all kinds of daily necessities within a quarter of an hour outside the house, which has become a normal life of Xuchang residents.

  Ms. Feng, who lives in Tangshan City, Hebei Province, has now reached the age of retirement and has begun to plan her life seriously.

She told reporters: "There is a gym in a shopping mall just across the road from our community. It takes less than 5 minutes to walk. I have already applied for a fitness card, and now I go for a run and swim almost every day after get off work. Don’t worry about the inconvenience of going home too late."

  A quarter of an hour convenient living circle is an important platform and carrier for services to ensure people's livelihood and promote convenient consumption.

Gao Baohua, a researcher at the Service and Trade Institute of the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, believes that a quarter of an hour’s convenience for the people’s living circle is not only conducive to promoting the construction of the city’s “hard environment” such as community shops, urban comprehensive service facilities, and intelligent information management service platforms, but also conducive to Improvements in the "soft environment" such as the optimization of the layout of commercial outlets and the enhancement of the city's comprehensive management capabilities have allowed residents to enjoy a convenient life "without leaving the circle".

2. Technology empowers and builds an intelligent "consumer circle"


On May 14, Qingyuan Community and Funan Neighborhood Life Center in Qingyang District, Chengdu City, Sichuan Province were awarded the "National Demonstration Project for a Quarter-Hour Convenience Living Circle" and "National Standardization Community Commercial Center Demonstration Project" respectively.

Qingyuan Community actively explored the farming super docking, store and warehouse integration and other models, took the lead in the implementation of the "huimin vegetable basket project", created a "source life" community farm, used App to build a direct platform between residents and farms, and made online appointments. , Farm configuration, and offline delivery methods provide residents with first-hand fresh products such as high-quality grains and oils, vegetables, aquatic products, and poultry meat at lower than market prices, which not only facilitates the people and benefits the people, but also promotes consumption upgrades.

  More scientific and technological means need to be incorporated into the construction of a convenient living circle within a quarter of an hour.

The "Opinions" pointed out that it is necessary to encourage the application of 5G, big data, artificial intelligence, the Internet of Things and other technologies to develop innovative models such as contactless transactions, intelligent settlement, online order store pickup (delivery), live broadcast delivery, self-service sales, etc., to expand convenient life Circle application scenarios.

  Community business, the "business around you", is increasingly favored by e-commerce.

A large-scale e-commerce platform with extensive business coverage and efficient logistics and distribution accelerates the layout of the community.

Relying on the smart community information system, integrating local business resources, accessing online functions such as catering, leisure, elderly care, childcare, housekeeping, etc., providing free services such as search for surrounding goods and services, information query, life payment, geographic navigation, etc., to build a city that is convenient for the people Smart service platform for life circle.

  Nowadays, e-commerce platforms such as Dingdong Maicai, Hema Fresh, and Daily Youxian are sinking one after another and have entered the daily lives of community residents.

According to iiMedia Consulting's data, China's fresh food e-commerce market will reach 263.84 billion yuan in 2020, achieving a rapid growth of 62.9%. It is expected to rise to 311.74 billion yuan by 2021, an increase of 18.2% year-on-year.

  Ms. He, who works in Nanjing, will pre-order some ingredients for dinner on the App on weekdays. When she is off work, she can "get home at the same time" with the ingredients.

"The current online booking software can freely set the delivery time, and it is relatively punctual. I can directly cook for my family when I come back, which saves a lot of time than going to the vegetable market after get off work to buy food." Ms. He said.

  "An outstanding feature of the construction of a convenient living circle within a quarter of an hour is to focus on the integration of new technologies, new formats and new models." Gao Feng, deputy director of the General Office of the Ministry of Commerce and spokesperson for the press, said that commercial outlets will return to the essence of business to meet consumer demand as the core , While improving the quality and level of physical business services, it also makes full use of new technologies to promote business and model innovation, online and offline integration, to meet immediate consumption and stimulate potential consumption.

3. Optimize the layout to get through the "last mile"


Constructing a convenient living circle within a quarter of an hour can not only strengthen the market players by supporting brand companies to enter the community and promote the empowerment of platform companies, but also promote investment and consumption through the transformation and upgrading of various comprehensive service facilities such as commercial centers. This is to satisfy the community. Powerful measures for diversified and individualized consumption needs of residents.

The construction of convenient living circles in various places is developing rapidly, and problems such as uneven distribution of commercial outlets, outdated facilities, and inadequate development of new business forms, new technologies and new models have gradually emerged.

Focusing on the existing community business system, how to make up for shortcomings, plug loopholes, and strengths and weaknesses is an urgent issue that all parties must work together to overcome.

  Xiao Zhang, who has worked in Beijing for two years, lives in a relatively off-site community in order to save rent.

"There are a few convenience stores near me, but there is no hardware store. The faucet and light bulb in my house are broken and need to be replaced. They can't be bought right away. Online shopping has to wait a few days before they can be delivered." In addition to the lack of variety of daily necessities, most What makes Xiao Zhang feel inconvenient is that there are no bookstores and cafes near the community.

Xiao Zhang, a history major, usually likes to read, but there is no library in the community.

"I can only go to the bookstore in the downtown mall on weekends, and the time spent on the road back and forth takes two hours." Xiao Zhang said.

  “Building a convenient living circle within a quarter of an hour will promote national pilot projects and encourage local governments to simultaneously carry out provincial-level pilots.” Gao Feng said, hoping to improve and optimize the layout of urban commercial outlets as soon as possible to expand the coverage of the convenient living circle so that residents can truly experience it. Convenient and high-quality commercial consumer services.

  Mr. Li's family lives in Minhang District, Shanghai, and has a two-year-old son.

"Our husband and wife live in this community. Our daily life is relatively convenient, but after we have children, every time the child suddenly falls ill and has to go to the hospital, it makes us a headache. We live in an old community, and the nearest major hospital has to drive. Half an hour." Mr. Li told reporters.

  A quarter of an hour convenient living circle should not only provide basic living convenience, but also pay attention to higher-level needs such as medical treatment and culture.

Gao Baohua’s analysis pointed out that, on the one hand, the convenience of life in the quarter of an hour should give priority to the provision of basic security commercial formats such as supermarkets, convenience stores, and breakfast shops; on the other hand, it should develop characteristic catering, health services, education and training and other quality-improving commercial formats in accordance with local conditions. Meet the diversified needs of residents' basic consumption and quality consumption.

  Convenient living circles are produced with the development of community business. One end is connected to community residents, and the other end is connected to many small and micro enterprises and individual industrial and commercial households. It is the "capillaries" that connect the economic and social microcirculation.

The Minister of Commerce Wang Wentao said that it is necessary to improve the backbone network, promote convenient commercial facilities to enter the community, and open up the capillaries to the "last mile".

  (Our reporter Dong Bei)