Promoting consumption of consumption in various places: small and micro merchants benefit the digitalization into an important help
Author:Look at the think tank Time:2022.08.24
"Just ready to change a new mobile phone, I met the government's 'sending money'. She had already signed up on Alipay to participate in the lottery. I hope to win the winning." From late August to late November, Shanghai will issue electronic consumer vouchers with a total scale of 1 billion yuan in three rounds for online and offline consumer venues in the catering, retail and cultural tourism industries.
Such a "big pen" promotes consumption, Shanghai is not alone. In response to the call of the country's "promoting consumption expansion and improvement", since this year, local governments have successively launched many measures. With the joint efforts such as government subsidies, platforms to increase the platform, and merchants, plus the number of means of help, the consumption popularity in various places has steadily increased. Data from the Alipay platform show that the number of offline consumption pens in Beijing, Shanghai, and Zhengzhou increased by 31%, 20%, and 30%from June, respectively.
1
Consumer vouchers are still the main means, tilt in the fields of local conditions and traction characteristics
Due to the effective leverage effect, consumer vouchers are still the main means to stimulate residents' consumption this year. According to statistics, in the first four months of this year, 20 provinces including Sichuan, Shaanxi, and Tianjin have issued consumer vouchers with a total amount of more than 3.4 billion yuan.
Compared with the previous two years, the forms and types of consumer coupons distributed in various places this year are more inclusive and diverse: not only can it be used offline, but also use online; you can buy large -piece goods such as appliances, buy cars , Tourism, sports and other expenditures; even subdivided into the fields of green energy saving, takeaway, stores, pension help, agricultural products and other fields. Taking Beijing as an example, 300 million yuan of "green energy-saving consumer coupons", 100 million yuan of catering consumer coupons, and 30 million yuan of Beijing suburban accommodation coupons were issued in batch in April to September.
With the expansion of the pilot range, consumption is used in the form of distributing digital RMB red envelopes in most places. According to incomplete statistics, Shenzhen, Guangzhou, Xiong'an, Xiamen, Chengdu, Jinhua, Hangzhou, Wenzhou and other places have issued digital RMB consumption subsidies in various forms. To its service merchant.
While issuing consumer vouchers, local governments also combined with local characteristics, tilted to new consumer demand and consumption capacity, and traction of key and characteristic areas.
In addition to all general consumer coupons covering the catering industry, in addition to all general consumer coupons, it also launched a consumer coupon for "exploring Liwan Xunxuan Xiguan" for catering food, 20 million yuan of Chinese cuisine campaign for summer promotion; Fitness, since June, the amount of sports consumer coupons issued by various districts in Shenzhen has exceeded 37 million yuan: Xi'an, tourist city, has issued 10 million cultural tourism and Huimin cards for cultural tourism consumption.
2
The linkage platform is created, and the small and micro merchants benefit obviously
"Creation" has become a major keyword for governments in various local governments this year. In June, Zhengzhou launched the "Drunk Midnight Zhengzhou", which directly drove consumption of about 15 billion yuan, effectively promoting the recovery of the consumer market in Zhengzhou; in July, the third "Five -Year Shopping Festival" in Shanghai focused on the digital economy and the neighborhood life. , Green Low -Carbon and other new consumption hotspots, the first time the "Shanghai Neighborhood Life Festival", "Shanghai Green Consumption Season", "Diamond Jewelry Culture Festival", etc.; Drive the turnover of the surrounding catering enterprises to double increase ...
In addition, local governments have encouraged platform companies to link merchants to invest funds, resources, and carry out activities such as discounts and benefits, preferential superposition. On July 15th, under the guidance of Beijing, Nanjing, Zhengzhou, Nanchang, Wuhan and other places, Baicheng Wandian merchants jointly opened the "Summer Consumption Festival" and established the main venue online. Open 1 billion levels of traffic, and also contribute to the subsidy of "paying red envelopes" and the four major scenarios such as travel, catering, fast -moving consumer, and takeaway; offline merchants use red envelopes and superimposed consumer coupons to make benefits for consumers.
Behind the government linkage platform, the economic recovery and driving effect of the small and micro merchants are obvious, and the "fireworks" that are familiar to the streets and roads in many places. During the Summer Consumption Festival, the 26 Wuhan Food Street's supper market has recovered. Jiangcheng wedding banquet consumption increased by 22%compared with the same period last year. Volkswagen catering consumption increased by 15%compared with the same period last year.
Professor Wu Xianming at the School of Economics and Management of Wuhan University believes that in the promotion of consumer activities, the platform is a support point and intermediary connecting the government and merchants. Liu Guoliang, president of the Wuhan Catering Association, has a deep understanding of this.
3
Release consumer vitality, digitalization is an important help
Relying on digitalization methods to release consumer vitality is also the direction for local governments to promote actual exploration. Recently, the Ministry of Industry and Information Technology and the Ministry of Finance jointly issued a notice pointed out that in accordance with the idea of "the government make up a little, the platform gives a little bit, the enterprise has a little bit", mobilize the enthusiasm of the three parties, and explore the cost of the transformation of the enterprise by the transformation and payment service fee. During the Summer Consumption Festival, Mr. Xue, the owner of the Shanghai Coffee Bar, posted a "red envelope code" in the store. Customers scanned the code to receive a random amount of red envelopes. There is no threshold to reduce the threshold when paying. Get the amount reward. "After the code was posted, Mr. Xue's mobile phone has been rang, and there are reminders of rewards to the account." Putting new pictures in the new product can generate a poster for free. I don’t need to go to the designer anymore. , Also increase exposure and popularity. "
It is understood that this is a "red envelope code" marketing capabilities open by Alipay. Based on the red envelope rights provided by the platform, the merchants are superimposed with special discounts to attract more guests to store guests.
The Xianfeng Water Fruit Store in Hangzhou has upgraded the AI smart cash register system during the Consumption Festival to shorten the duration of the new registered member service from 3 minutes to 6 seconds. While optimizing the store service experience, members doubled.
Red envelope code, IoT (Internet of Things equipment) is the epitome of new technologies and new models to promote consumption upgrades, including the addition of digital business models such as digital applets and live broadcasts, and also allows the government to promote consumption. And small and medium businesses.
Zhou Jian, Dean of the Institute of Reform and Development of Henan Province, believes that government guidance, digitalization of merchants, and platform assistance have brought positive effects on the recovery of Zhengzhou cities. Adopt digitalization methods to improve operations, platform support and services, bring better experience to urban consumers, and improve consumer confidence. "
(News)
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