Compared with previous years, this year's "618" has more unusual significance. In the case of severe impact on domestic demand caused by epidemic and other factors, "618" has not only become an important starting point to boost consumption, but also a test of the "quality" of consumption recovery.
According to the data of the National Bureau of Statistics, the total retail sales of consumer goods in May fell 6.7% year on year, 4.4 percentage points lower than that of the previous month. With the implementation of a series of consumer promotion policies, the domestic market demand is gradually improving. How is the performance of online and offline consumption in "618" this year? Which new consumption highlights are reflected?
The return of "pyrotechnic gas" and the orderly recovery of online and offline consumption
At 8:00 p.m. on June 17, JD.COM "618" ushered in a consumption boom. Within 10 minutes, the turnover of many stores exceeded 100 million yuan, and the turnover of household appliances as a set purchase increased by more than 400% year on year; During the "618" period, Pinduoduo The consumption of all categories of the platform has rebounded significantly, and the overall sales of daily chemicals have increased by 110% year on year; The turnover of the "Trust Day to Promote Marketing Special Session" activity of fast hand e-commerce exceeded 88 million yuan
The anchor with goods is showing the cheongsam of ethnic minority embroidery style. Online consumption continues to be active, and offline "fireworks" are also returning.
In the evening, in a barbecue shop in Kangbashi District, Ordos City, Inner Mongolia Autonomous Region, the store manager Wang Aorigele was busy greeting guests. "Recently, the government has issued consumption vouchers, which can be used by customers to pay for their bills. Business has improved."
The "popularity" of department stores has gradually rebounded. The relevant person in charge of Yintai Department Store told the reporter that under the double support of several recent consumption promotion policies and shopping mall promotions, Yintai Department Store ushered in the peak passenger flow since the second quarter during the "618" period, and the sales of several brands increased by more than 30% over the same period last year.
"The decline of total retail sales of consumer goods in May has narrowed significantly, and with the gradual recovery of life order, the pace of consumption recovery will also accelerate," said Fu Linghui, a spokesman of the National Bureau of Statistics.
Intelligent, health and other upgrading consumption performance is outstanding
In this year's "618", quality has become the common pursuit of consumers and businesses. According to Suning's data, during the "618" period, the sales of high-end home appliances above 10000 yuan increased by 37% year on year, and the sales of high-end products such as double door refrigerators and sterilized washing drying machines grew rapidly; The turnover of JD smart pet products increased by more than 300% year on year; The consumption of "Happy Oneself" like Pinduo Multi Platform Beauty has grown rapidly
In the live broadcast base of the supply chain of baby strollers and toys in Hebei, the anchor sold baby strollers live (Xinhua News Agency) As people pay more attention to health, health consumption has gradually become a "rigid need". On various e-commerce platforms, health products such as nutrition, health care and medical devices are favored by consumers, and sales have seen a substantial increase.
"In the medium and long term, with the steady growth of economic development and residents' income, the upgrading trend of consumption towards quality and diversification will not change, and the characteristics of sufficient consumption potential and strong resilience will not change. The traction and driving role of consumption on the economic cycle will be further strengthened," said Wang Yun, a researcher at the China Academy of Macroeconomics.
Recently, under the policy of halving the vehicle purchase tax and other policies, the domestic demand for vehicle purchase has been rapidly activated. The latest data from the China Association of Automobile Manufacturers shows that in May, domestic automobile production and sales grew 59.7% and 57.6% month on month respectively. The improvement of automobile production and sales has also driven the increase of automobile aftermarket demand, and the growth momentum of automobile maintenance, repair, leasing and other service consumption is good.
Wang Yun said that in recent years, China's service consumption has grown rapidly. Policies should aim at the trend of consumption diversification and structural upgrading to further stimulate the potential of the super large market.
Take "big" and "small" to improve supply chain resilience digitally
During the "618" period this year, the customized products of shoes and boots brand Play Look have been launched on the JD platform. "Insight into user needs through big data and guidance of product style and color design have become the secret of capturing young consumers." The head of Gaming said that the enterprise, with the help of the platform's flexible supply chain capabilities, accurately adjusted the production quantity and the pace of return orders, effectively reducing the inventory risk pressure faced by clothing brands.
"We hope to give play to the advantages of flexible, flexible and on-demand digital intelligent supply chain technology system to help more small and medium-sized businesses overcome difficulties and accelerate their development," said Xin Lijun, CEO of JD Retail.
Zhao Ping, Vice President of the Research Institute of the China Council for the Promotion of International Trade, said that the digital capabilities of new entity enterprises will effectively drive the upstream and downstream of the supply chain to achieve digital transformation and networked and intelligent development, help small and medium-sized businesses break through the constraints of capital, technology, market, talent and other aspects, help to improve supply quality and lead consumption upgrading.
In order to promote the financing and development of large, small and medium-sized enterprises, the Ministry of Industry and Information Technology has made it clear that large enterprises are encouraged to build digital service platforms that meet the characteristics of small and medium-sized enterprises, promote the development of a number of low-cost industrial chain supply chain collaboration solutions and scenarios, and drive small and medium-sized enterprises to carry out technological transformation and upgrading in collaboration.
"We will promote the formation of a coordinated, efficient, integrated and smooth innovation ecosystem for large, medium and small enterprises through 'driving small enterprises with large ones and supporting large enterprises with small ones'," said Xu Xiaolan, vice minister of the Ministry of Industry and Information Technology.
Reporter: Wang Yuxiao, Zhu Wenzhe
