Promoting consumption enlarged tricks!Consumer vouchers in various places activate "buy, buy, buy" potential

In order to effectively boost the enthusiasm of residents' consumption, the Yangtze River Delta threw out the "big gift package" of consumer coupons in many places.

There are many types of consumer vouchers and great strength

Under the premise of strict epidemic prevention, the vitality of Shanghai cities rewind.

On June 16, Bailian Group announced that in order to echo the "Shanghai Municipality's Accelerated Economic Recovery and Revitalization Action Plan" ("50"), in the next 3 months, it will bring Lianhua Supermarket, Bailian Co., Ltd., and First Medicine of the Flame in the next 3 months, , Bailian Automobile, Sanlian, Hao Meijia, Yishou, I Bailian Online Platform 8 major formats have more than 4,000 retail outlets nationwide, and carry out the integration marketing of "Beautiful as usual · Bailian enjoy the life season" to help the market recover comprehensively and regain the "fireworks fireworks gas".

It is understood that 1.8 billion yuan "Bailian Consumer Coupon" will be put on the form of electronic consumer vouchers through the i -100 Lianlian platform, its own channels, external cooperation channels, etc. "Deduades" can also be used to use vouchers. Bai Lian will fully participate in the event in more than 2,200 stores in Shanghai. In addition, in more than 3 months, Bailian Group will launch large -scale marketing activities at the group level such as "Community Happy Purchase", "Summer Summer Life Festival" and "Golden Autumn Shopping Festival". Live, live broadcast, "cloud shopping" mall and other scenes online activities.

According to the Deputy Secretary of the Party Committee and President of the Bailian Group, Pu Shaohua introduced that the 1.8 billion yuan "Bailian Consumer Coupon", including the cross -industry category coupons such as "over 88 yuan" and "20 yuan to reduce 20 yuan" Special vouchers, as well as "100 yuan reduction at 618 yuan" Bailian Shares' specialty coupons. 6.16-6.26, consumers can collect the online i-hundred platforms, offline stores scan code, and community "Douhui Group" tools. Bailian Group Digital Platform i Bailian, unite multi -format extension online and offline shopping scenarios. At the same time, in accordance with the new consumption trend, we will create a "pocket-community group" project through "Bai Lian to Home" to provide citizens with a more convenient shopping experience.

Not only in Shanghai, in order to further promote the recovery of the consumer market, Hangzhou, Ningbo, Wenzhou, Jiaxing, etc. have also carried out various formal consumer vouchers to issue activities to increase consumption efforts.

Among them, Hangzhou announced that starting from 20:00 on June 17, the first digital consumer coupon of 2022 will be issued, with a total amount of 100 million yuan, a total of 2 million coupons, and the total value of each voucher is 50 yuan. Physical merchant. After consumers receive it, they can also superimposed their preferential activities with merchants. At 10 am on June 16, Wenzhou officially issued the second period of "Wen Xiangxin Consumption" consumer coupon, with a total value of a single voucher package of 120 yuan. Ningbo's new round of consumer coupon issuance activities opened again at 10 am on June 17. There are consumer vouchers in Nanhu District, Haining City, Jiashan County, and Economic Development Zone in Jiaxing. Jinhua's last round of inclusive consumer coupons opened an appointment.

Since the end of April, Jiangsu has also been frequent.

Earlier, Wuxi took the lead in issuing the first batch of 12 million yuan consumer vouchers through Taihu Shopping Festival. At the same time, from May 20th to the end of September, Wuxi cooperates with the theme activities of the summer consumption season, focusing on the themes of urban camping festivals, lawn festivals, delicious lobster festivals, cool tide sports festivals, new energy automobile festivals, etc. The second round of consumer vouchers of 8 million yuan.

Changzhou has recently formulated and introduced 10 related measures, which will promote consumption of commercial, catering, cultural tourism, sports, etc. by issuing 100 million yuan of consumer coupons.

From May 18th, Lianyungang City has issued 20 million yuan of catering consumer coupons in batches, including 13 million yuan of offline catering vouchers, 5 million yuan hot pot category consumer coupons, and 2 million yuan of takeaway platform consumer coupons.

From May 20th, Nanjing has also joined the consumer troops, and the scope of applications is also more extensive. Essence

The consumer vouchers issued by Anhui are more targeted, covering the popular cultural tourism industry during the holidays. For example, Huangshan Organization issued 3 million yuan in cultural tourism consumer vouchers to support local culture and tourism companies, including travel agencies, scenic spots, and homestays; Wuhu issued 4.2 million yuan in Huimin Consumer Consumer Course. , Dining food, etc.

The reporter noticed that consumer coupons issued in various places are mainly offline merchants, catering, entertainment, and tourism that are affected by the more serious epidemic. These areas have the characteristics of many consumers and large consumers, and most of the operators are offline small and medium -sized merchants.

Consumption coupons promote domestic demand and increase confidence

After the consumer voucher is issued, can it effectively boost local consumption?

It is understood that the overall sales rate of Zhejiang consumer coupons is generally between 60%and 80%, and the leverage multiple is generally 3 to 17 times. If the average sales rate of consumer vouchers is 70%and 8 times the leverage multiple is estimated, the 5 billion yuan digital consumer coupon will be issued to leverage the retail sales of about 30 billion yuan.

The relevant person in charge of the Ningbo Municipal Bureau of Commerce said recently that 44 million yuan in various consumer coupons was issued in the early stage of this year, with a nuclear sales rate of 85%. 19. This time, May Day benefited from the extensive use of consumer coupons at the city, district (county, city), and 50 key sample companies in the city (including online sales platforms) achieved total sales of 1.081 billion yuan, of which consumer coupons leveraged to move It reached 2.33 billion yuan.

Guotai Junan's latest research report pointed out that the government issued consumer coupons on the one hand is conducive to promoting short -term consumption and restoring consumption confidence. On the other hand, through indirect subsidies to merchants, increasing the short -term income of merchants, alleviating the operating pressure of merchants during the economic downturn, 2022 The annual consumer market will bring a large marginal improvement. "In the past, consumer vouchers were distributed more according to the industry, such as catering, cultural tourism, home appliances, cars, etc." Lao Yiling, director of the Shanghai Yangtze River Delta Industry Internet Promotion Center and director of the E -commerce Research Center of Shanghai University of Finance and Economics to the International Financial News The reporter said that in order to let the consumer coupon truly play the effect of "four or two pounds", you can try the integrated consumer voucher of the mixed industry.

From the perspective of the old age, considering that small and micro enterprises are "injured" in the epidemic, you can consider designing bailout consumer coupons used for small and micro enterprises. In the face of difficult people, you can also distribute special consumer coupons for basic daily necessities.

"In the current era of the digital economy, although the consumer coupon is the name of 'vouchers', it can be distributed in the form of digital to facilitate the nuclear sales and tracking effects. Let's promote the linkage of '3+1'. "Lao Yingling said.

Reporter Pan Jie

Edit Pan Sheng

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