"Steady consumption expectations" talk ｜ Several paths that effectively release consumption potential

Several paths that effectively release consumption potential

□ He Yongming

Consumption is a key link and important engine that can unblock domestic large cycles, and is the first driving force for economic growth. In the first half of this year, the total retail sales of consumer goods in Guangzhou increased by 1.9%year -on -year, showing the momentum of consumption recovery, showing the strong toughness and vitality of the "thousand -year business capital". However, we must see that the current uncertain factors have increased, the impact of the domestic epidemic has not completely eliminated, and the task of steady growth is still arduous. Therefore, it is necessary to increase the blessing of consumer association policies, residents' income, population flow, venue experience, brand advantages, etc., firmly grasp the strategic base point of expanding domestic demand, accelerate the launch of consumer engines, accelerate consumption quality, and build a new new new consumption quality, and build a new new new consumption quality The development pattern and stabilizing the economic market will provide strong guarantee.

It is necessary to use a combined policy tool that encourages consumption. At present, the difficulty of economic recovery growth is on the demand side. In the context of the decline in residents' willingness to consumption, low frequency of people in inside and outside the province, and low consumer markets, and insufficient consumer markets, they are urgently needed to make a combination of fists and boost consumer confidence. The issuance of government consumer vouchers is one of the most direct means. In accordance with the principles of "government guidance, corporate linkage, and financial assistance", it will give a certain amount of consumer coupon services around cars, catering, home appliances, clothing, luggage and other daily necessities. Simultaneously leveraging merchants, e -commerce platforms or financial institutions to launch concessions, forming a "catfish effect" with multiple discounts. It is necessary to superimposed the use of financial support policies for consumer consumer series, make good use of passenger car purchase tax halving, cancel second -hand car restrictions, home appliances to the countryside, and other national inclusive policy tools, stack the home appliances to buy subsidies for new and new energy vehicles, increase car purchase Promotion measures such as indicators continue to host a series of theme promotional activities. Since the beginning of this year, the governments of Guangzhou, district, and market entities have held more than 10,000 activities such as the National Consumption Promotion Month and Guangzhou Automobile Consumption Festival, Yangcheng Happy Purchase, and New Product Online Shopping Festival. The consumption boom of 100 million yuan. In addition, it is necessary to improve the promotion support system, reasonably regulate the price of commodity, reduce the rent of small and medium -sized enterprises, and vigorously create a safe and peaceful consumption environment.

We must continue to launch consumer products that reach new trends. Consumption innovation is becoming a keyword for high -quality development of consumption. Consumer data shows that in the first half of this year, Guangdong's new consumer format provided important support for the steady development of the consumer market. The citizens' awareness and demand for consumption show a new development trend. The emerging consumer groups are growing, and the quality consumption has gradually expanded to the whole field. The health and green consumption have received higher attention, and the service consumption has achieved rapid growth. Product development, design and brand manufacturers, we must focus on realistic problems such as consumption upgrade faster than industrial upgrading, structural supply and demand mismatch, etc., and cut into high -end value growth points with creativity and innovation. Instead of launching top -flow products and Internet celebrity products that meet new consumption needs; consumption of specific groups such as silver -haired consumption, interest consumption, and fashion consumption, accelerate the launch of exclusive customized star products, cultural and creative products, and get out of low -level homogeneity The predicament of competition and enhance market share. It is necessary to clearly grasp the trend of the consumer market. For example, in terms of catering, based on traditional operations, we will launch adaptive dishes such as prefabricated dishes, small dishes, and simplified food. In terms of fashion consumption, we must change the idea of ​​selling simplicity to sell products, adapt to the characteristics of young groups to pleasure their own consumption, and launch light luxury, cheap, and pioneer in the dailyization of beauty, jewelry, clothing and textiles, etc. Famous products.

It is necessary to build a diversified consumption scenario that gathers popularity. The positive correlation between consumption environment and consumption is getting closer and closer. In order to adapt to the shopping experience and quality services pursued by consumers, various merchants compete for experiencing and immersive consumer places. Fashion, brands, art, and immersion are the mainstream directions of the current upgrading and development of commercial districts. We must pay attention to the use of AI empowerment, virtual technology to build people and commodities, and interactive communication platforms for nature and nature. Visual experience. There are also business places, through the innovative form of traditional culture and modern trends, virtual Chongyang ascending, Dragon Boat Festival bag dumplings, jewelry and jewelry production and other scenarios, attracting many traditional culture lovers, fashionistas, and national tide enthusiasts punch card Let the participants personalize the sparks of traditional culture and trend IP collision. Trade enterprises should cross -border new kinetic energy and establish a brand consumer alliance. The first -tier international brand retail store has transformed from a counter in the past to a concentrated experience center of many brands, increasing experience interactive scenes, and enhancing the brand's mood and style. At the same time, we must also make good use of Beijing Road, Zhengjia Plaza, Chimelong Tourist Resort, and Guangzhou Tower Tourism Area and other national night culture and tourism consumption agglomeration areas, increase publicity, and form a large -scale pattern of collecting all merchants.

Actively embrace the wave of digital consumption. At present, the rapid development of the Internet and artificial intelligence, digital trade is playing a reform role in promoting consumption upgrades and innovation. Digitalization promotes the changes in the supply of the life service industry, urgently requires merchants to change their business concepts, rely on "Internet +", digital empowerment, innovation -driven, and accelerate the development of new models such as live broadcasting e -commerce, personalized customization, flexible production, and intelligent consumption. Form digital brands of the industry chain in the industry. For example, Weimar Motors can be customized online from the audio and video system, appearance, color, and seats. Customers can DIY their own car according to their preferences. Guangzhou has congenital conditions in the development of digital trade. It is necessary to rely on the advantages of coordinated industrial development in the Guangdong -Hong Kong -Macao Greater Bay Area, the gathering of innovative resources, the international transportation hub, the international trade channel, and the release of consumption potential. The system, online and offline to revitalize the "old name" in Guangzhou, enrich online consumption supply such as specialty stores, restaurants, famous shops, first stores, chain stores, and vigorously develop new formats such as cross -border e -commerce, bonded display, and global excellent products. Do articles on the word "fast" and "excellent", promote unmanned distribution equipment, use digital technology to enhance brand recognition, provide consumers with a convenient and reliable experience, and truly reshape new consumption and new quality with digitalization. Consumer supervision of flexible and inclusive consumption should be implemented. Optimize the experience and practices of the country and provincial and municipalities, explore the implementation of tolerance and prudent law enforcement supervision models, follow up new technologies, new formats, and new models, and promote the reform of "decentralization service" in the entire field. Service stimulates market vitality. It is necessary to strengthen policy coordination, further reduce the market entry threshold for the relevant service industry, and improve the standard consumption standard system for regulating service -oriented consumption of pension, housekeeping services, and cultural tourism. Enrich the online consumer formats such as online medical care, online literature, and support enterprises to promote online and offline consumer two -way integration and two -way acceleration, and provide consumers with fast and effective complaint processing services. In response to the development of night markets, consumer needs such as live night markets, night streets, and night travels, and innovate the supervision mechanism of outdoor peripheral stalls. At the same time, it is necessary to standardize the operation, block environment, night security, transportation, and night travel products to promote the orderly and healthy development of the night economy.

(Author Unit: Guangzhou Municipal Bureau of Commerce) Picture/Guangzhou Daily · Xinhua City reporter Wang Yan

Guangzhou Daily · Xinhua City editor Chen Wenjie

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