New kinetic energy!Consumption requires both specimens and both

China Well -off Network Exclusive Specialty

Wen | Xiao Mingchao

Letting consumption "heat" must not only rely on the supply side reform and optimization, but also further stimulate and create new consumer demand from the demand side.

Photo Source/HELLORF

Two years after the difficulty of reshaping and seeking new life, the economic development in 2022 has gradually returned to normalization, and all walks of life are also looking for the opportunity to break through and rise. Of course, the pressure of economic downturn still exists. Consumption, as the main engine that drives economic growth, must play an important role in stable economic growth at a critical moment.

In this context, the State Council has successively issued the "Opinions on Further Release Consumption Potential to Promote the Continuity of Consumption" and "Police Policies and Measures for Stable Economy". Under the call of the central government, local governments are also intensive. Shenzhen, Shanghai, Beijing, Tianjin, Zhengzhou, Qingdao and other cities have successively introduced policies to promote consumption and stabilize the economy.

With my country's per capita GDP reached US $ 12,500, close to the high -income national threshold, residents' consumption has also been fully upgraded, and has entered a stage of leap from functional consumption to quality consumption. In the "2022 China Consumption Trends Report" released by Zhimeng this year, under the traction of the trend of "return" and "pursuit", consumers are moving from the pursuit of external symbols to the depth of "exploration inward", and even more Pay attention to the construction and growth of yourself, advocate a simpler life, explore more diverse interests, and pursue more pure self.

Therefore, letting consumption "heat" must not only rely on the reform and optimization of the supply side, but also further stimulate and create new consumer needs from the demand side. In particular, in the moment when the new consumer format has continued to rise and the online and offline consumption scenarios are accelerating the integration, we must take the time to seize the trend of consumption in a timely manner, guide the release of residents' consumption potential, and thereby promoting economic stable operation.

Create a new consumer scene and expand new consumption space

Earlier, the research team of the Central Bank Research Bureau pointed out that due to factors such as new crown pneumonia, contact consumption recovery is relatively slow. In order to drive the market consumption recovery, various consumption policies have been carried out across the country. By creating an attractive consumption environment, creating a new scene and new space for consumption, and driving the enthusiasm of consumption in the people. Its consumer policies include the issuance of shopping consumer coupons, commodity subsidies, and opening a shopping festival.

Judging from the actual effect, the consumer coupon of 1 yuan per investment can leverage about 2 to 3 times the consumer demand, and the short -term stimulation effect of the consumer coupon is obvious. For example, buying new energy vehicles in Shenzhen can get up to 25,000 subsidies. Such a large promotion of consumption makes Shenzhen leveraging 45 billion consumer demand through the issuance of consumer coupons in the two rounds of epidemics, which effectively promotes consumption replenishment and supplementation and supplementation of consumption and replenishment. Potential release. Beijing has issued catering consumer coupons in cooperation with takeaway platform companies. Since July 18, Beijing has issued catering consumer coupons that have reached 100 million yuan to consumers in the city. Consumption 600 million yuan.

At the same time, since this year, many places across the country have issued digital RMB red envelopes, while promoting consumption, we have made pilot applications for digital RMB. For example, on June 19th, Jinhua City launched a digital RMB consumption red envelope activity, with a total amount of 20 million yuan; on June 22, Xiamen also launched a digital RMB red envelope activity, with a amount of 20.22 million yuan, a single red envelope can receive up to 10,000 yuan for 10,000 yuan On June 24, Yiwu City launched the first digital RMB red envelope experience activities, distributed a total of 10 million yuan of digital RMB red envelopes.

In addition, with the gradual wave of offline business, "there is a festival and the momentum, and the festivals of the same day" have also become an important proposition to promote consumption. In recent years, in addition to the active creation of e -commerce platforms and brands, the government has set up a platform, and the festivals have been launched in various places.

For example, the Fifth Five -Year Shopping Festival organized by the Shanghai Municipal Government conduct marketing activities through the organizational key business districts, specialty commercial streets, commercial enterprises, and brand enterprises, and drive physical consumption through online drainage to promote consumption replenishment and potential release. The offline festival has made the original ordinary shopping behavior become mission, continuously enhanced the connection between merchants and consumers, and also provided more room for exploration for consumer behavior.

In addition to "making festivals", cities can also use special cultures to combine regional industries to expand more consumer scenarios, such as combining theme business such as art and diet, combined with agricultural farmhouse experience, and tourism industry in combination with tourism.

For example, the Daijiaxiang District of the Jiefangbei Business District of Chongqing, this once -dilapidated shantytown has created a new cliff trail after a renewal and transformation, forming 6 landscapes and 5 viewing platforms, attracting a number of special hotels. , Cultural and Creative Retail, Mealing and Wine formats have settled in a new landmark of consumption with the characteristics of mountain city. There are also Changsha brands such as batch production texts and friends, Cha Yanyue color, etc., and through their urban characteristics IP, this three thousand years of ancient city has an opportunity.

Create a new experience in consumer and advocate a new form of consumption

A green land, a tent, three or five friends, chatting, barbecue, playing poker, walking baby, walking dogs, watching the scenery, through the east wind of the suburbs, camping crazy screens around May 1st, the mall has launched the "urban center in the city center "Exquisite camping"; after camping, aerobic, sweat, blood, low thresholds, fast -moving, and spending less flying disks have begun to be favored by young people, and related equipment, dressing, training and other businesses also have more " Qian Jing "; although the bicycle is not new, riding is particularly popular this year. It was once popular to the bicycle lane congestion. Correspondingly, the consumption of bicycles and related supporting products was also brought. For generations of young consumers have become the main consumer army in the new era, the entire market is gradually changing with their consumption methods and consumer demand changes. New needs of consumers.

With the continuous deepening of consumption upgrades, consumers pay more attention to the internal and refined lifestyle. The "2022 China Consumption Trends Report" pointed out that consumers of post -70s and post -80s pay more attention to their children's education consumption, and consumers in the post -60s pay more attention to the expenses of medical care. The post -90s pay attention to the investment of personal interests. After 00, he pays more attention to the investment of cultural and entertainment.

Whether it is a student party or a worker, they are more willing to choose an net red restaurant that has been watching a movie on the weekend, punching the grass for a long time, or the three or five friends "String Harbin Beer". short journey. Compared with other scenarios, weekends can stimulate people's consumption enthusiasm, and "New Weekend Economy" is becoming a new force for economic growth.

Under the demand side, many industries have also launched various activities on the theme of weekends to activate the desire to consume. For example, Meituan has launched weekend promotion such as "Super Weekend" and "Crazy Weekend" to ignite the enthusiasm of the weekend catering consumption. Essence There is also "Flying on the Weekend" launched by China Eastern Last year. 3322 yuan can take the flight of China Eastern Airlines without limit on the weekend to fly in major cities except Hong Kong, Macao and Taiwan.

Another characteristic of the "New Weekend Economy" development is that night consumption is hot. According to data on the tourism platform, since July, the search volume of "night tour" as the keywords has doubled on the platform. Among them, the "night tour" search volume on weekends has the highest search volume, and has increased by more than 20 % compared with the daily "night tour" search volume. More than 80%of users believe that night tour of travel destinations is the most indispensable link during travel.

It is said that the fireworks in the world, the most caress about the heart of the mortal. In the summer night, the colorful business districts and rich snacks are lingering. Today, "Night Economy" has also become an important symbol of measuring urban vitality and economic openness, because the "night economy" can extend consumption, provide comprehensive consumption periods for some groups, especially young groups, and can also drive the development of characteristic industries. According to data from the Ministry of Commerce, 60 % of our country's consumption occurred at night, and the sales of large shopping malls in the period from 18: 00 to 22: 00 accounted for more than half of the whole day.

Whether it is "new weekend economy" or "night economy", these innovative measures for the upgrading and reform of supply -side upgrades are essentially based on the user's new consumer demand. Therefore, enterprises and brands also need to start from consumers. , Emotionalization: upgrade and polish.

The so -called experience is to bring better comprehensive experience to consumers. This comprehensive experience is not only more affordable, but also more quality products and services. Scenification refers to the fineness of the supply side to improve the scene experience, and design products and services based on the specific scenes of users to more meet the needs of different scenarios. Emotionalization means that when consumer consumption, not only pays attention to the functions of the product and service itself, but pays more attention to the expression of emotion, that is, consumption is not only consumption, but a part of social networking.

From product orientation to user -oriented, many Internet companies have done a good job. Now what the brand and merchants need to do is to learn this kind of scene thinking with users as the core to achieve continuous growth of new consumption forms. Specifically, you can establish a quality consumer living circle by creating special consumer landmarks for different groups; at the same time, digital technology and technology equipment can be used to create an immersive experience scene for users to create a dynamic consumer base; Construction and upgrading and fiscal subsidy policies encourage social organizations to carry out a series of sports, art, and catering activities, enhance consumer experience, and enrich consumer forms.

The same frequency vibration of online and offline, promote a new model of consumption

From offline consumption to online consumption, from graphic details to live shopping, from seeing the real to virtual commodities ... the popularity of the Internet and the development of digital technology have provided consumers with great convenience. At the same time Change people's consumption methods and habits.

Today, relying on the deepening application of new technologies such as the Internet, cloud computing, and artificial intelligence, the construction of the "Internet+" consumer ecosystem has been very complete. The new model allows consumption to diverse vitality.

For example, as a new thing in the field of digital technology, the Yuan universe has added a fire to the new consumer form. The emergence of NFT elements brings new ways to interact with consumers and generate new ways to consumers. At the same time, it can also use digital collections to apply it to offline entities to promote the organic combination of the digital economy and the real economy. In fact, foreign countries have been bundled or premiered tickets through the sale of digital collections a few years ago through the sale of digital collections. In the past two years, this model has also begun to try. For example, the 2020 NetEase Future Conference created a world's only NFT ticket for each audience as a designated voucher for the conference. Tickets also increase the art of blockchain pixels, which means that this ticket will be a unique blockchain art treasure.

This year, the Huashan Scenic Area released four real -view landscape digital collections with real scenery as a blueprint, which made up for the regrets that tourists could not travel during the epidemic, so that consumers could see the scenery of Huashan without leaving home. For scenic spots, the sale of digital collections, while achieving innovative acceptance, is also a drainage of offline consumption, and truly realizes the online economy to empower the offline real economy.

In addition, cities can also organize activities such as network culture festivals and urban brand days through digital technology to achieve seamless connection online and offline, broaden the boundary of consumption, and allow the combination of the two dimensions of the product to achieve time and space. 1> 2 effect.

For example, in the "Qingdao Brand Day" launched on July 17, the "Hi Buying Yixia" promotional activity will link the Baijia brand library enterprises, integrate corporate stores and retail e -commerce platforms, and use "July 17 Qingdao Brand Day" Names are promoted together. Citizen friends participate in online and offline, setting off a consumption boom in the city. People can not only experience production, life, transportation and other scenarios offline, but also experience new products manufactured in Qingdao in close range, highlight the brand value of Qingdao manufacturing, but also can also conduct online viewing and ordering. , Promote the development of digital consumption.

Make consumers really get hot, and we must not rely on consumers' enthusiasm, but also have policy guidelines and corporate reforms. By creating a good consumption environment and continuously upgrading the consumption experience, creating a new consumption model, enhancing consumer motivation from the inside out, and driving the development of the industry.

(The author is the founder and CEO of Zhimeng Consulting Institution, expert behavior and trend expert)

("Well -off" · China Well -off Exclusive Draft)

This article was published in "Well -off" in late August 2022

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