How to improve the quality and capacity of consumption, new physical enterprises are promising
Author:Look at the think tank Time:2022.09.19
In the first half of this year, nearly 70%of commercial kitchen appliances and nearly 50%of computer digital products were bought by consumers in the third and below markets. The sinking market is becoming a potential growth pole in the home appliance market.
This data comes from the Jingdong Consumption and Industrial Development Research Institute. The research institute also found that consumption in the sinking market shows strong demand in both aspects of "expanding" and "quality improvement".
Consumption is an important engine of economic growth. It is an important issue in promoting the trend of consumption trends and adopting targeted support policies and product design for the trend. It is also the key to promote the high -quality development process of consumption.
In addition to the above -mentioned new trends, the consumer market is increasingly presenting some fresh and even breaking the trend of past cognition. The discovery and insight into these trends are a characteristic of the digital age. Enterprises excavate new needs and find the focus of new markets. For example, as a new type of physical enterprise with genetic and digital technology and capabilities with physical enterprises, using technical means and supply chain advantages, they are always committed to combining online and offline to work with upstream and downstream partners to use the most suitable products Services reach target consumers.
"The most important thing to expand consumption is to find new consumption hotspots. New physical enterprises can play the role of big data and thoroughly digging and analyzing data. Through big data analysis, the market segment is used to predict the consumer demand more accurately." Gao Yanmin, the original director of the Consumer Products Industry Department, made such suggestions for the new physical enterprise.
Through the sinking of the warehouse system, Jingdong helps promote consumption of remote markets
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New consumer format
Since the outbreak of new coronary pneumonia, the consumer market has changed significantly. One of the outstanding changes is that the advantages of online convenience and personalized recommendation are gradually enlarged, specialized consumer goods are becoming more and more popular, and new consumption formats are becoming increasingly mature.
It is reflected in the specific consumption, the statistics of the Jingdong Consumption and Industrial Development Research Institute show that on the one hand, the consumption of the sinking market is relatively strong, and it is gradually expanding from "expanding" to the demand for "quality improvement", especially in the integration of home appliances and home improvements. In the sinking market demand is particularly obvious. In the county's "green consumption" of "green consumption" in the county, online purchase of agricultural capital has become a trend. The post -85s and post -75s are the largest consumer group in agricultural and gardening, which contributed 64%of online turnover.
On the other hand, the demand for green smart products has increased significantly, especially the proportion of the first and second -tier markets has increased. Among them, smart commodities sales increased rapidly in 2021.主要分布在家电、家具（智能/电动床垫、智能晾衣机、智能沙发、智能柜等）、家装（智能窗帘、智能花洒、智能灯具、智能开关、智能马桶盖、智能墙插、智能Bathroom cabinets, smart toilets) and other categories, including furniture and home improvement in 2021.
The emergence of these new consumer formats not only brings more convenience to consumers, but also meets consumers' personalized and diverse consumer needs, becoming a new consumption growth point. One of the important reasons why the new consumption format plays a role in stimulating and release of consumption potential is that it accelerates the integration of online and offline.
In this regard, the policy also gives strong support. The "Opinions on Further Release Consumption Potentially Promoting Consumption Consumption Continuing the recovery of consumption" issued in April this year, emphasizing that it is necessary to meet the need to prevent and control the normalized epidemic, promote new types of consumption, accelerate the organic integration of online and offline consumption, expand and upgrade information consumption, cultivate and strengthen smart products And smart retail, smart tourism, digital culture, "Internet+medical and health" new consumption formats.
JD C2M and a brand jointly launched an elderly smartphone
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What can new physical enterprises do
To build a new consumer format, digital technology is the key, and to promote the continuous development of the entire model, the role of new physical enterprises is particularly important.
The impact of the digital economy on the real economy is prominent, and the digital manufacturing industry will bring huge development space and potential. New physical enterprises with a stronger and stronger driving force for the digital economy and the integration of the digital economy and the real economy are more important to have a better role in refining consumer demand and expanding the consumer market.
In this regard, Jingdong, as a new type of physical enterprise that has both consumer scenes and digital technology, has explored a relatively successful experience, and in its actual operation, consumers have obtained more satisfactory products for their products, for the sake Each manufacturer on the supply chain provides more accurate market demand.
According to Liu Hui, the dean of Jingdong Consumption and Industrial Development Research Institute, through the integration of cargo network and cloud network, Jingdong can clearly grasp the actual needs of consumers, thereby driving upstream manufacturing and circulating enterprises to provide consumers with the most suitable commodities and services. It is also more effective to bring the most suitable products and promotional measures to the most needed target consumers.
At the same time, Jingdong relying on the sinking system of the warehouse and the sinking of physical stores, it can achieve the consumption promotion effect on the sinking market. Through big data technology to obtain the real needs of the sinking market, using its own channel advantages, JD.com can allow consumers of the sinking market to buy the same prices and services as the same prices and services as first -tier cities, so as to drive the high -quality rural market in the county develop.
In addition, the integration of online and offline channels can effectively exert online traffic advantages and offline channel advantages, jointly drive consumption upgrades, and help physical stores to better expand the scope of consumers, allowing them to grow better and better. Serve consumers. C2M rice cooker products jointly created by home appliance companies and Jingdong home appliances
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Digital technology needs to be played further
Since the beginning of this year, in order to promote consumption growth, many policies have been introduced in the central and local governments, including home appliances to the countryside, cars to the countryside, and issuing consumer coupons. Under a series of consumption measures, the overall domestic consumption has shown a steady recovery trend, and consumption is still the first driving force for economic development.
In the case of relatively limited effects of consumption -promoting means, we should better play the role of digital technology, so that more new physical companies should be responsible in the process of promoting consumption. Some experts and scholars have given many suggestions.
"The role of consumer vouchers has three levels: in the short term to stimulate consumption, the medium -term can drive corporate rescue and expand employment, and can improve the financial revenue and expenditure in the long run." Zhu Taihui, deputy dean of the Jingdong Institute of Economic Development, combined with the attempts of various places and JD.com The case, explaining the promotion of digital technology on the effect of consumer coupons, he suggested that the combination of "universality+orientation", the combination of "fiscal subsidies+corporate discounts" The method of combining "residential consumption+production", thereby achieving a better synergy effect to help consumption recovery and promotion of consumption upgrades, corporate relief, and rural revitalization.
In this regard, Li Yongjian, director of the Internet Research Office of the Institute of Finance and Economics of the Chinese Academy of Social Sciences, affirmed the role of JD: new types of physical enterprises like JD.com can achieve accurate tickets and enable the role of consumer coupons to better play.
Gao Yanmin believes that new physical enterprises should continue to innovate and make new products endless, such as smart home appliances, smart wearable devices and other products. At the same time, new physical enterprises should use intelligent manufacturing to help develop high -quality products. Intelligent manufacturing can overcome the uneven quality of product quality due to the level of professional skills. sex.
In terms of in terms of level, the capable new physical enterprises should develop some high -quality high -end products to meet the needs of pursuing quality consumer groups. More new physical enterprises should be mainly positioned at the launch of mid -range and cost -effective products to meet the needs of most consumer groups in the middle. At the same time, combined with epidemic factors and health management needs, some home office and health products will be more marketable, and enterprises need to further increase investment in R & D and production.
"In the past, our data, such as preferences, characteristics, and upgraded data, the granularity was not very fine. And now digital companies can be accurately grasped when analyzing data." China International International International International International. "China International International International International International International Li Zhengbo, the chief expert of the Macro Consumption Center of the Electronic Commerce Center, believes that it is necessary to fully form and use the analysis and prediction of consumer big data, with the help of digital reform and digital government construction, and on the basis of mastering more accurate situations Scientific policy.
(News)
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