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People'S Daily: Consumption Hot, Release Potential, Strong Power

2022/2/23 19:03:00 7

General Secretary Xi Jinping pointed out that it is necessary to establish an effective system for expanding domestic demand, release the potential of domestic demand, accelerate the cultivation of a complete domestic demand system, strengthen demand side management, expand residents' consumption, and upgrade consumption levels, so as to make the construction of a super large-scale domestic market a sustainable historical process.

In 2021, China's final consumption expenditure drives economic growth by 5.3 percentage points, contributing 65.4% to economic growth, which is the main engine to stabilize economic growth. This year, the consumer market is expected to run faster, making the main engine of China's economic growth more powerful.

　　01 Full of new ideas and strong consumption vitality

In taiguli, Sanlitun, Chaoyang District, Beijing, there are many more first stores of fashion brands in Beijing and even in Asia. The first store, first show and first show attract people's enthusiasm for consumption.

New supply stimulates new vitality. Driven by the "first store economy", Beijing's total consumption, service consumption and total retail sales of consumer goods in 2021 will increase by 11%, 13.4% and 8.4% respectively year-on-year.

New is the characteristics and highlights of China's consumer market. From the east to the central and western regions, from urban to rural areas, from physical retail to online retail, from commodity consumption to service consumption... Throughout China's consumer market, new technologies, new models and new formats are emerging rapidly, and new ideas are full of new ideas every day.

New products are popular——

Looking at the rising sales data, the director of Jiangsu Golden Sun textile company Xu Liguo is very happy. "I didn't expect that with the help of consumer demand analysis, the new products designed can have such a large sales volume!" Last year, the company carried out targeted product innovation based on the needs of target users to create new advantages. The sales volume of four pieces of new bed sets produced by the company has increased significantly.

New products have become new highlights of consumer market growth. Xu Xingfeng, head of the Department of market operation and consumption promotion of the Ministry of Commerce, said that last year, China's intelligent consumption grew rapidly, with 266 million 5g mobile phones shipped, a year-on-year increase of 63.5%, accounting for 76% of the mobile phone shipment in the same period.

New services refresh experience——

In addition to shopping, Li Jiale, a citizen of Yintai department store in Hangzhou, Zhejiang Province, took part in activities organized by the shopping mall, such as Flower Lantern Festival and parent-child Carnival organized by the shopping mall. "Besides shopping, there are many new experiences. It's more interesting to go shopping." After shopping, Li Jiale does not need to carry the goods home, but can choose the express service to deliver home.

Only by improving the experience can we catch the consumers. Nowadays, more and more market players pay more attention to adapt to the new changes in consumer demand, and enhance the adaptability and flexibility of the supply structure of goods, services and business forms to the changes in demand. New scenes of experiential, immersive and interactive are emerging constantly, which win consumers' praise with better service experience.

New ideas are deeply rooted in the hearts of the people——

Li Wenhua, a citizen of qingyunbu District, Nanchang City, Jiangxi Province, came to Huahong automobile user center to pay the advance payment. "The new energy car I bought is not only energy-saving and environmentally friendly, but also more intelligent. My family is very satisfied with it." Li Wenhua said happily. Huahong Automobile Group officials said that during the Spring Festival alone, more than 20 new energy vehicles were ordered.

Consumption is not wasted, green is more fashionable. Green consumption is booming in China. Last year, China's sales of new energy vehicles reached 3.521 million, an increase of 1.6 times over the previous year; The trading volume of second-hand cars reached 17.855 million, up 22.6% year on year.

　　02 Full confidence and great consumption potential

This year's Spring Festival celebrates the Beijing Winter Olympic Games, is destined to be unusual.

Beijing Winter Olympic Games mascots "ice mound", "fire"! At the gate of many exclusive stores, consumers who buy "ice pier" have formed a long line. On the Internet, "ice pier" was sold out as soon as it was released.

Ice and snow sports are on fire! According to the data of an e-commerce platform, the number of orders related to ice and snow sports has increased significantly. In January, the number of online ice and snow sports experience courses for beginners increased more than double month on month.

Ice and snow tourism is on fire! The popularity of ice and snow tourism has increased rapidly, and related product bookings are hot. The number of orders for ice and snow scenic spots on an e-commerce platform has increased by 68% compared with the same period last year.

"In such a big market like China, we are confident of stable consumption." Wang Yun, deputy director of the Institute of foreign economics of the Chinese Academy of macroeconomics, said. With a population of more than 1.4 billion and a per capita GDP of more than 12000 US dollars, China is the most potential consumer market in the world. The optimization and upgrading of residents' consumption, combined with modern science and technology and production mode, contains huge space for growth.

Stable consumption base——

During the Spring Festival, when you enter the Deyin supermarket in Xiangcheng City, Henan Province, you will find a strong festival atmosphere. "A year-end bonus was given and the children were brought to buy some new clothes." Li Chunyan, a citizen shopping with her family, said. Supermarket monitoring data show that the day into the store flow of nearly 20000 people. "We have prepared sufficient supplies to continuously improve the quality of our products and make consumers more satisfied with their purchases." Ma Nan, head of Deyin supermarket, said.

At present, China's middle-income groups continue to expand, and the level of residents' income has steadily improved. In 2021, the per capita disposable income of China's residents will reach 35000 yuan, an increase of 9.1% over the previous year, stabilizing the consumption base. At the same time, the characteristics of China's economic development, such as strong resilience, great potential, broad prospects and long-term improvement, remain unchanged. We have the foundation, the conditions, the confidence and the ability to maintain the stable, healthy and sustainable development of the economy, so as to provide the most reliable support for consumption.

Stable consumption expectation——

"If we coordinate the prevention and control of epidemic situation and economic and social development in China, our business will certainly get better and better." Wang Lewen, the operator of a B & B in Yanqing District of Beijing, said. At the beginning of 2020, affected by the new crown pneumonia epidemic, Wang Lewin went through a period of suspension. After constantly adjusting the business model and improving the epidemic prevention and control measures, his business of more than a dozen B & B hotels is very popular.

"It is expected that it will continue to stabilize and the momentum of consumption upgrading will not weaken." Dai bin, President of China Tourism Research Institute, said. With the normalization of epidemic prevention and control policies more accurate and scientific, accommodation, catering, housekeeping and other industries are expected to achieve more stable development.

Stable consumption policy——

At the first e-commerce annual goods festival held in Guanxian County, Shandong Province, local agricultural products took the e-commerce express, and the sales channels were wider; The general public "stay at home to buy new year's goods", enjoy more affordable convenience, and release the new vitality of urban and rural consumption. "Last year, special classes were set up in the county to promote the construction of rural e-commerce talent team, and help us expand the e-commerce market from the aspects of policy environment, skill training and talent cultivation, and achieve new breakthroughs in sales volume." Guanxian Dongyuan Agricultural Products Co., Ltd. General Manager Liu Dongtian said. During the 14 day annual goods Festival, the sales of online and offline participants reached more than 10 million yuan.

The head of the Consumption Promotion Department of the Ministry of Commerce said that this year, the Ministry of Commerce will firmly implement the strategy of expanding domestic demand, adhere to the principle of "taking the lead in stability and seeking progress in stability", coordinate the work of epidemic prevention and control and consumption promotion, promote the continuous recovery and upgrading of consumption, better serve and build a new development pattern.

　　03 Accurate development, good consumption prospect

This year, Hainan Island duty-free sales to achieve a "good start", can not do without Hainan's efforts. Before the Sanya International duty-free City Festival, China immune group introduced Hainan's first duty-free stores of several brands, and launched online and offline promotion activities, which were welcomed by consumers.

Chen Lifen, a researcher at the market economy Research Institute of the development research center of the State Council, believes that at present, the structure and driving force of China's domestic needs are changing. In the future, China's strong domestic market scale advantage will be more prominent. As long as accurate efforts are made, China's consumer market can embrace a broader prospect.

We should enhance the level of traditional consumption and accelerate the development of new consumption.

"To release potential, innovation is the best key." Wang Yun said. Whether it is traditional consumption or new consumption, the relevant policies should be precise, and new supply should be used to meet new demand and form new power. For example, in the field of traditional consumption, we should continue to deepen the reform in the field of automobile circulation, encourage the promotion of home appliances and furniture, and better promote the recovery and development of catering and other service consumption.

In the field of new consumption, Chen Lifen believes that in recent years, "cloud economy", "cloud consumption" and contactless transaction services have developed rapidly, indicating that the development of new consumption modes and formats and the promotion of online and offline integration are important growth points of consumption. It is necessary to further encourage the development of new formats, new models and new scenes, and expand new consumption such as intelligence, customization, experience and fashion.

We should promote the upgrading of urban consumption and make up for the short board of rural consumption.

Urban consumption is large and accounts for a high proportion. In Wang Yun's view, it is necessary to speed up the cultivation and construction of international consumption center cities, promote the high-quality development of pedestrian streets, and carry out the demonstration and construction of smart business districts and smart stores, so as to make urban life more quality; It is also necessary to speed up the construction of a quarter hour convenient living circle, improve the supporting facilities of community commerce, and make urban life more warm.

At the same time, the rural consumption potential is large and the development space is broad. Chen Lifen believes that it is necessary to speed up the construction of a unified domestic market, improve the modern circulation system, improve the efficiency of urban and rural distribution, enrich the commodity supply suitable for rural consumers, strengthen the construction of agricultural product supply chain system, and promote the two-way circulation of industrial products to the countryside and agricultural products into cities.

We should vigorously innovate commodity consumption and accelerate the development of service consumption.

"I didn't expect to be able to use these technologies at home." Recently, old people in Yucun, Jiangxi Province, Puyang Town, Xiaoshan District, Hangzhou, Zhejiang Province, have been smiling. Relying on 5g technology, the village accelerates the construction of digital countryside, which makes the elderly taste the sweetness of digital enabling rural construction. The elderly in the village can enjoy more comfortable home-based elderly care services by wearing smart watches, cooperating with "monitoring artifact" linkage camera, intelligent mattress monitoring sleep quality and other intelligent devices.

In 2021, China's retail sales of goods have a good growth trend, which is 11.8% higher than that in 2020, 9.2% higher than that in 2019, and an average increase of 4.5% in two years. Judging from the average growth rate of two years, the retail sales of all categories of commodities have maintained growth. Further innovation of product supply and improvement of service level will better meet the demand of consumption upgrading.

A stable start also requires a stable year-round. This year, with the acceleration of the construction of a new development pattern and the steady implementation of the strategy of expanding domestic demand, a series of measures to expand consumption have continued to show effects. Residents' consumption will continue to recover steadily and improve its quality steadily, so as to better play the role of "stabilizer" and "ballast" for the smooth operation of the national economy.