Consumption presents a new hot spot, and the consumer market is more active and stronger.
The National Day holiday is coming to an end, and the consumer market is booming, showing new characteristics.
Wang Bin, deputy director of the Consumption Promotion Department of the Ministry of Commerce, said that this year’s National Day holiday consumption has highlighted four major trends compared with previous years, namely, local consumption, peripheral consumption and home consumption have become new hotspots; Green consumption, smart consumption and healthy consumption are more popular; The demand for personalization and quality has increased, and the heat of high-end consumption has not decreased; Online and offline integration will be accelerated, and the demand for experiential and scene-based consumption will continue to increase. "Consumption will continue to recover steadily in October and even throughout the fourth quarter. It is estimated that the total amount of social zero in the whole year is expected to reach 44 trillion yuan, an increase of about 12.5% over 2020 and an increase of about 8% over 2019. " Wang Bin said.
Products with high quality and beautiful price, convenient and fast service and rich individual experience will accelerate the release of consumption potential and foster a more active and stronger consumer market.
Buy and produce texture
Products are better and services are more intimate.
"During the National Day holiday, the sales of flowers increased significantly." The person in charge of the procurement of Box Horse Garden said that decorating life with flowers has become one of the ways for consumers to improve their quality of life. "We stocked a lot of tulips through the Yunnan base before the festival. The first batch of tulips were of high quality and sold well. They were sold as soon as they were listed, and hydrangeas and sunflowers were also very popular." From October 1 ST to 4 th, the sales volume of flowers in Box Horse Garden increased by 290% year-on-year.
Ensuring the quality of goods is the most basic demand of consumers. In order to improve the quality, some supermarkets have made more efforts in market research, product procurement and even research and development, and strive to introduce more fine products and "explosions".
"This portable tooth washer is selling well at present. The domestic oral care market has grown rapidly, and the oral care products of the public have been upgraded from toothbrushes and dental floss to electric toothbrushes and tooth flushers. " Zhu Lin, general manager of Tmall Personal Care Department, said. The sales of consumption-upgrading products such as cosmetics, electronic products and personal care products in major e-commerce platforms maintained rapid growth.
In a Gome store in Haidian District, Beijing, the reporter saw that many consumers came to consult the "old for green" activity. "We jointly launched an activity with air-conditioning companies to replace the air conditioners eliminated in users’ homes with new energy-efficient standard air conditioners, and the number of consumers who went to the store for consultation and purchase during the National Day holiday increased significantly." The relevant person in charge of the store said, "In the past, people paid more attention to the price. In recent years, with the upgrading of consumption, energy-saving, smart and healthy home appliances are more popular. "
Zhao Ping, vice president of the China Council for the Promotion of International Trade Research Institute, said: "At present, the pace of upgrading China’s consumption structure is accelerating. On the one hand, commodity consumption is upgrading from low-end to high-end, on the other hand, commodity consumption is also upgrading to service consumption. "
Commodities like flowers need merchants to have good fresh-keeping storage conditions, fast logistics and transportation capacity and meticulous after-sales service. "When sent with flowers, there are often detailed maintenance instructions." A consumer who often buys flowers, fruits, seafood and other goods online said that if the quality of the goods is not good, he will immediately apply for a return, and Shangchao often responds quickly and makes a refund or compensation.
The relevant person in charge of public comment analyzed the data and found that the service quality played an obvious role in driving the sales of offline businesses. Zhao Ping believes that as China’s consumption scale continues to expand, it is necessary to further improve the supply quality of products and services, organically combine expanding consumption with improving people’s quality of life, promote the creation of a high-quality consumption supply system, and guide enterprises to increase the supply of cost-effective goods and services to better meet the high-end consumer demand of residents.
Buy a new experience
The scene is richer and the atmosphere is more immersive.
Today, online shopping is convenient and fast. Where is the charm of offline shopping?
During the National Day holiday, in the National Cultural Industry Demonstration Park of Nanbin Road, Nan ‘an District, Chongqing, the exhibition of the former Art Museum attracted many citizens to visit. "I heard a long time ago that sneakers jointly designed by artists and brands will be exhibited offline here." Liu Zikai, 21, loves collecting sneakers. "We sneaker lovers have been waiting for a long time."
Liu Zikai said: "Through the visit, I have a deeper understanding of the design and cultural expression of these shoes. I must buy some pairs to collect at home."
In addition to co-branded sneakers, you can also buy masks, scarves and other commodities with the same theme on the spot. Many citizens bought several pieces after watching the exhibition. "If we only sell handicrafts, it will be too far away from ordinary consumers, so we set up a cultural and creative product exhibition area on the first floor." According to the relevant person in charge of the former Art Museum, different from the traditional business model, they have explored in the field of art consumption, and many brands will choose to release their products here because many consumers like unique experiences.
At the other end of Nanbin Road, Bainian Old Street just held an autumn and winter clothing conference. "Nowadays, a single consumption environment can no longer meet the needs of customers, and we hope to involve consumers." The person in charge of the event said that in addition to online live broadcast, the site also provided services such as follow-up and styling design. For example, on the day of the event, they invited 10 customers to walk on the catwalk, and Ms. Zhang was one of them. "In the century-old street, wearing fashionable clothes and showing yourself under the rhythm of music and lighting is very special, and some things are still unfinished." Ms. Zhang said.
Nan ‘an District, by establishing Nanbin Road National Cultural Industry Demonstration Park, is trying to promote the organic integration of characteristic cultural resources and cultural industries, cultivate new cultural formats and cultural consumption patterns, and build Nanbin Road into a highland for cultural industry transformation and upgrading.
"In recent years, experience has become an increasingly important factor for consumers." Mo Yuanming, a researcher at chongqing technology and business university Chengdu-Chongqing Shuangcheng Economic Circle Collaborative Development Center, believes that the market is actively responding to this new demand. Integrated development is becoming a new consumption trend, that is, through the integration of culture and tourism, economy and technology, consumption and culture, to create a brand-new comprehensive consumption carrier. "To promote the development of the retail industry, it is particularly important to shape new consumption scenarios. Through integration and experience, the organic combination of retail, cultural industry and service industry is the essence of shaping new consumption scenes. " Mo Yuanming said.
Buy out personalization
The demand is more unique and the market is more subdivided.
A trendy shop in Zhengjia Square, Guangzhou, Guangdong Province was crowded, and the trend toys with "Chinese style" were placed in the exhibition area, which attracted many guests to stop and take photos. Zeng Qingyuan was one of them. After careful selection, he picked up a cat ornament and prepared to check out. "It’s festive and beautiful, and it’s cool at home."
Mr. Lin, who lined up behind Zeng Qingyuan, bought building blocks with children who were in the fifth grade. "Children liked the movie The Wandering Earth before, and now they have the building blocks with this theme, and he immediately took a fancy to it."
"We are promoting the Guofeng Building Block Festival, cooperating with domestic designers to design local building blocks, and introducing them to consumers more intensively through the combination of stores and exhibitions." Cai Jianping, the store manager, said that these products were sold out soon after they went online, and many guests made a special trip to ask when to replenish them.
Some people like chasing trendy toys, while others like visiting thrift stores. In Chaoyang District, Beijing, Li Bo, a citizen, used his holiday to shop at the limited-time second-hand shop in Sanlitun. Here, you can find second-hand books and many second-hand clothes in various fields. There is also a tailor shop in the shop. "If you find the clothes you like, you can change clothes for free on the spot if it is not suitable." Li Bo said. A consumer said that in addition to meeting the needs of environmental protection, second-hand shops can often bring the pleasure of "treasure hunting", such as finding other people’s reading notes in books, as if they were communicating with the last reader across time and space.
Whether it is a trendy shop or a second-hand shop, or a variety of special live broadcast rooms, we can see that the market is showing a segmentation trend in a more colorful state, making it easier for consumers to meet their individual needs.
It is worth noting that the emerging new formats and new fields need more in-place supervision.
"For example, in the second-hand commodity market, sellers need to provide detailed information. The government or third-party institutions should let consumers know about the purchased goods as much as possible through awards and qualification recognition to ensure the information symmetry of both parties." He Jiang, director of the Institute of International Business of Guangzhou Academy of Social Sciences, believes that in the development of new formats, there may be some problems such as false propaganda and unreasonable service, and because the regulatory authorities are inexperienced in new formats, and these fields are often complicated in terms of objects and contents, it is more difficult to supervise. "Supervision should run through all aspects of production and consumption. On the one hand, improve quality supervision and strengthen the credit system construction of merchants; On the other hand, it is also necessary to establish a post-consumer evaluation system, record and publish consumer feedback in a timely manner, and enhance the convenience of consumers’ rights protection, so that consumers can buy both. " He Jiang said.