Read deep 丨 impulse fever, consumption recovers!This "618" buying and seller is more rational

On the 16th, an e -commerce enterprise in Shiqiao Town, Ganyu District, Lianyungang City. The anchor sold casual foods through fast live broadcasts to sell leisure foods to strive for "618" online sales business opportunities. Photo by Si Wei Li Anqi (Visual Jiangsu Network Picture)

It was another year of "618". This year's "618" is at the key node of the normalized epidemic prevention and control, consumption replenishment, and potential mining. It has an unusual significance. Previously, data from the Provincial Bureau of Statistics showed that from January to April, the province's total retail sales of social consumer goods was 1365 billion yuan, a year -on -year decrease of 3.7%. With the effectiveness of a series of consumer policies, online and offline consumption has gradually improved. Many brands, enterprises, and merchants look forward to "618" to reintegrate consumption enthusiasm. What is the actual online and offline consumption performance? What are the new highlights? How to further open the willingness of consumption? Xinhua Daily · Jiaojiao reporter conducted an investigation.

Keywords online consumption: just need

The impulse consumption is less, the market stabilizes and recovers

"Help recommend the clothes worn by Dad." "You can see the link 5, 6, and 8, all of which are Polo shirts with silk fabrics." "Which pants are suitable for fat dad?" Link 113. "... On June 18, the reporter opened the official flagship store of Taobao Hailan House. The first list.

This year's "618" consumers are more rational, and "just need" has become a keyword. According to the data of Jingdong platform, the top five products of Jiangsu hot -selling goods are: a brand of clean -toothed home sets, a domestic brand air conditioner, a domestic brand pure milk, a domestic brand air conditioner, and a brand coffee gift box. The top five sales of hot -selling goods are: a domestic brand pure milk, a domestic brand yogurt, a domestic brand pumping paper, a brand milk powder, and a brand shower gel.

Jia Jie, 34, replaced two large -scale household appliances with many aging faults in the family, but she set up a "threshold" for herself: controlling the total cost of the entire promotion season to less than 3,000 yuan, at least not more than 3,500 yuan. Two months ago, the epidemic notice that had an endless layoff made the middle level of the middle level of a tourist company in Nanjing and a monthly salary of more than 10,000. After 6 job seekers, Jia Jie realized that if the state of business will continue for several months, how to pay for rent and car loan, and how to spend deposits should have a thorough plan. She began to account, cancels enjoying sexual flower sales, and tried to reduce unnecessary consumption.

The small and medium -sized merchants interviewed by the reporter are also cautious about this year's "618" attitude. "Similar to previous years, it is worse than before the epidemic in 2020." Liu Xudong, general manager of Yangzhou Lida Motor toy Co., Ltd. told reporters that whether it was on June 18 or the "618" shopping festival, the company's sales were sold. There is no significant growth. Although the promotional momentum of major platforms this year is still not small, the company has not deliberately expanded production of large -scale stocking, nor has it formulated a large -scale promotional plan. Liu Xudong admits, "The profit space is very small. Instead of increasing the discount, it seems that the amount of running is running. In fact, you can't make money."

At 9:40 on the evening of June 18th, many customers poured into the live room of the women's brand "Fairy Pocket" to ask the anchor to try on. At this time, it was only two hours left before the end of the "618" promotion. "Before the promotion, we expanded the scale of production. This year, we participated in platform activities such as Tmall, Vipshop, Douyin, Kuaishou, JD.com, and basically achieved the expected sales target of 100 million yuan." The relevant person in charge of the brand told reporters.

"Affected by the epidemic, online sales have gradually become an indispensable way for sales. Whether it is traditional e -commerce or live broadcast, online is the consumer battlefield of young people." The person in charge of the business department of Hailan House told reporters that At present, the number of fan e -commerce platforms of the enterprise exceeds 40 million, and the online revenue is 538 million yuan in the first quarter of this year. Although the impact of the epidemic has decreased slightly year -on -year, as the epidemic has gradually stabilized, the consumption demand of rigid clothing, which is dominated by men's clothing, is still available in the second half of the year.

This year's "618" promotion has actually begun more than 20 days in advance, which has initially appeared the effect of consumption. Lu Fei, a senior researcher at JD Consumption and Industrial Development Research Institute, said that during the "618" of Jingdong in 2022, in the nation's 31 provincial administrative regions, Jiangsu ranked third in the country and ranked fifth in the country's unit price.

Offline consumption keywords: comparison price comparison

Take a look at it more at ease, getting the goods faster

Online promotion, offline also gradually increased the efforts of this wave of promotion. At 7:15 pm on the 18th, Nanjing Xinjiekou Suning Tesco Shopping Plaza is quite popular, and the reporter even could not find a parking space. In the store, promotional publicity posters can be seen everywhere. "Mid -year Jugu" "price -ratio" and "buying expensive and paid" attracted many consumers.

In a well -known brand television display area, Aunt Zhu, who lives near Ruijin Road, asked in detail a model price. She told reporters that buying TVs online is not too much, "still want to watch the effect on the spot." She hits a 65 -inch TV with a price of 8999 yuan in the store. Various discounts can save 1,000 yuan, plus 300 yuan shopping vouchers can be used for other electrical consumption. Aunt Zhu was a little bit exciting, but she was worried that "Double 11" would reduce the price again. "The event discounts have been greater than May Day this year. If you buy and do not mention the goods now, as long as the price is reduced, we can all be insured. You can rest assured." The salesperson introduced that the "618" promotion of the store starts from the 17th, and the sales situation is still Ok. On the 18th, the sales of this brand TV in Aunt Zhu had reached hundreds of thousands of yuan. What is the advantage of offline? Sales staff said that the current sales area of ​​the store display area is generally the latest brand. "Generally, the products in physical stores are new products for nearly a year. There are some products of some products. If you look at the introduction online, it is better to listen to us in the store and take a look." The salesperson emphasized that the large part of the purchase in the store Home appliances, as long as they do not deliver, all provide insured services before that, "will not buy losses."

This year's "618", Nanjing Decathlon (Ying Tiandian) is a bit "quiet". The relevant person in charge said that simple consumption and not playing mathematics, "over 300 minus 20 yuan" in offline physical stores, and online Taobao shopping platforms can be "minus 50 yuan" across the store. Since this year, all five Decathlon in Nanjing have opened their own stores. Therefore, the reporter saw a lot of customers who took the goods to the store to pick up the goods in the cashier area. "The online discounts are relatively stronger. Many consumers will pick up the goods from the store after online orders." The relevant person in charge told reporters, "After a day, there will be dozens of orders." The relevant person in charge will be mentioned. " There are some reasons for some customers that some customers consider the time cost of express delivery and come to the store near home.

Logistics Keywords: Bao Chang

Overcoming the impact of the epidemic, maintaining a year -on -year increase

Decathlon has increased the number of customers, and it is how much consumers respond to poor logistics in the first half of the year. However, this "618" is normal. On June 18, the reporters purchased 5 products at the flagship store of Taobao and Tmall Supermarkets at 00: 13, 00:28, and 3 items were delivered at about 4:30 pm that day. The slowest one was also the next morning. arrival.

Previously, the logistics stop brought by the epidemic had a greater impact on online consumption. Liu Xudong admits that logistics is the biggest obstacle to the company's online sales. "For a long time, the express delivery in various places was not very smooth, which caused a lot of returns and exchanges." The huge influence.

In order to cope with "618", the province's postal and express delivery enterprises have been fully prepared in advance. Yang Yuexin, director of the Market Supervision Office of the Provincial Postal Administration, told reporters that in May, the postal express industry in the province has been fully resumed. At present, the province's postal express distribution center and terminal outlets have no fast backlog.

The monitoring data of the postal management department showed that from June 1st to 18th, the province's postal and express enterprises handled more than 970 million mail express delivery, and the income and delivery volume increased by 9.92%and 8.72%year -on -year, respectively. On June 16, the province's postal and courier enterprises handled 60.58 million express mail. It is estimated that the processing volume will reach the peak on June 18, exceeding 68 million, of which more than 40 million pieces are revenue, an increase of about 60 % compared to usual. The relevant person in charge of Zhongtong Express Jiangsu Branch also gave up the data: Since the opening of "618", Jiangsu Zhongtong Rigi has increased by about 40% compared with usual; compared with the same period last year, the overall express volume increased by nearly 30% of nearly 30% of last year. Essence

Rookie Logistics "618" spokesman Sun Xiang said that compared with the same period of daily, in addition to the delay in logistics due to the explosive growth of consumption, the performance and service quality of other regions across the country during the promotion period are very stable. Cainiao's "pre -sale speed reaches" single volume increased by 110%compared to the same period last year, and the proportion of the day reached 70%, and the proportion of the next day reached 90%. Essence

The relevant person in charge of Zhongtong Express Jiangsu Branch said that the introduction of various policies and measures has played a great role in promoting consumption recovery and continuous heating up. He also admits that express logistics is a labor -intensive industry. Many of them must be recruited from the central and western regions. Because of the impact of the epidemic, everyone is unwilling to go out. "We believe that logistics as the mainstay of social development still has the characteristics of toughness, great potential, and wide space. We are still confident in the long -term stable growth of the logistics industry."

expert's point

The "dual -chain" restoration still requires time confidence is the most critical

This year's "618" promotion consumption boosted effect, but can the heat continue?

"In the final analysis, consumption enthusiasm originated from confidence. But the problem of insufficient confidence is particularly obvious this year, but it has become the key to testing '618' effect." After the epidemic in 2020 Changes in general mass consumption psychology. In the past, he believed that festival consumption has an irreplaceable role in boosting confidence and expanding domestic demand, but since this year, he has begun to reflect on: the repeated epidemic, the difficulty of SMEs, the pressure of employment, and the uncertainty of international trade accumulation accumulated With a round of festive consumption and consumer coupon issuance, can they hold the people's income and decline in consumption confidence in their income? "In the short term, '618' may have some positive results, but it is difficult to become the beginning of the systemic restart and sustainable recovery of consumer market after the epidemic in the first half of the year. Because the key indicators of small and medium -sized enterprises have not yet been significantly improved." Sun Yunhong analyzed, "Small and medium -sized enterprises with large faces, especially small and medium -sized manufacturing companies are important support for the sustainable recovery of production and sales. The activity is also difficult to treat and treat it. "

During the interview, the reporter found that the characteristics of the current market pressure still exist and did not fundamentally change due to "618". "Whether there is a fundamental change depends on the supply chain and industrial chain, not only depends on the recovery of the" dual chain "in the province, but also the restoration of the supply chain and industrial chain of cross -provincial and cross -regions." The Provincial Academy of Social Sciences Lu Yonggang, deputy director of the Institute of Economic Research, believes that in the long run, the integrity of domestic industries is an important prerequisite and guarantee for the market gradually restoration in the future. "". However, the "dual -chain" restoration also takes time. "This requires a problem: how many small and medium -sized enterprises that be responsible for the stable development of the society, can it be to the market to repair?" Lu Yonggang said.

On the other side, how to make consumption be more willing to consume, and it is also a problem to continue to promote market recovery. Consumer concerns have increased significantly this year. Lu Yonggang believes that in addition to the epidemic factors in the first half of the year, this kind of concern also has the "accumulated emotions" when the economic and social epidemic impact is impacted in the previous two years. Therefore, the most urgent task is to repair confidence. Lu Yonggang said that business confidence is equally important as consumer confidence. The key to boosting is to make a deeper reform of power and space to save small and medium -sized enterprises. Only by keeping the market entities and promoting the successful experience of some of them, so that more companies can see opportunities and future, can we stabilize social employment and stabilize the people's money bags and consumption desires.

Xinhua Daily · Jiaojiao Point reporter Li Ruizhe Tian Mochi Hu Jingjing Xu Yidan Liu Xia, Yu Shengtong Wang Jing Yang Yan Chen Yuefei

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