New kinetic energy!"Red envelope rain" continuously

China Well -off Network Exclusive Specialty

Text | "Well -off" · China Well -off reporter Liu Jianhua

The combination of digital RMB with consumer coupons, e -commerce platforms, etc., helps digital RMB promotion, and also helps the consumer market to accelerate recovery.

Photo Source/HELLORF

In the past three years, due to the influence of the new crown pneumonia's epidemic, the economic development situation at home and abroad is severe, and digital RMB red envelopes are becoming a means of boosting consumption and expanding domestic demand in many pilot areas in the country. Beginning in May this year, Guangzhou, Tianjin, Hangzhou, Chongqing, Shenzhen, Xiamen, Xiong'an and other places have issued various forms of digital RMB consumption subsidies to residents, with a total amount of 250 million yuan.

In Beijing's Beijing Road, Shangjiu, and Tianhe City, these most representative shopping and leisure places with the most economical of Guangzhou shops are now prosperous.

What is worrying is that it is not just Guangzhou, Beijing, Shanghai, and other parts of the country. How to promote consumption and bailout market economy? The issuance of consumer vouchers has become one of the main points of governments in various governments. The joint director, researcher Pan and Lin analysis of the International Joint Business School of Zhejiang University International Coalition Business School pointed out that the current demand in all parts of my country has fallen. The issuance of consumer vouchers through digital RMB can drive the economy and promote the use of digital RMB. Realize a win -win situation.

Pry consumer demand

At present, digital RMB is the main force of the "red envelope rain", and most of them appear in the public vision in the form of full reduction.

Xiong'an New District issued nearly 50 million yuan in digital RMB red envelopes on May 30, supporting 300 Xiong'an New District restaurants and 1,200 merchants. Full reduction red envelopes include furniture red envelopes with 5,000 yuan minus 500 yuan, 40 yuan minus 40 yuan, over 100 yuan minus 20 yuan, and other catering red envelopes and 50 yuan minus 15 yuan super -category red envelope.

"Issuing a consumer coupon with 100 yuan minus 10 yuan is a 10x leverage." Industry insiders analyzed that consumers need to pay 90 yuan in cash for consumer coupons of 10 yuan. It is equivalent to using 10 yuan to pry 90 yuan consumption, which can significantly stimulate the economy.

For the leverage effect of digital RMB red envelopes, Xiamen's digital RMB car purchase subsidies are the most obvious. From June 1st, Xiamen City has issued a car purchase subsidy in the form of a digital RMB. Car purchase users can not only make up 4,000 yuan, but the top 1,500 can also enjoy 200 yuan digital RMB consumer coupon. From the perspective of the use rules, citizens can subsidize 2,000 yuan to 50,000 to 150,000 yuan to 150,000 yuan to 150,000 yuan, 3,000 yuan to 150,000 to 300,000 yuan, 300,000 to 500,000 yuan can be subsidized by 4,000 yuan.

Pan and Lin told reporters: "The pulling effect of consumer vouchers is the most direct, and it can play an immediate role. With some use rules, consumer coupons can leverage demand and enlarge the effect of fiscal funds."

The distribution of digital renminbi red envelopes is a win -win measure. For consumers, some promotional activities can make them buy more cost -effective products and get real discounts; for banks, it is a great time to pull new customers and encourage customers to open digital wallets. Increased the activity of stock customers; for merchants, it can increase its consumption transaction scale.

As the "red envelope rain" is full of pilot cities, innovative projects in digital RMB in the fields of taxation, government affairs, lending, and public are gradually landing. The development of more and more red envelopes in various pilot cities, coupled with the access to the application scenarios of diversified people's livelihood, industry insiders predict that the number of digital renminbi is expected to be significantly improved whether the application ecology, the size of the transaction scale, or the opening of the personal wallet, Essence

Help merchant recovery

Since the beginning of this year, in order to promote consumption and stabilize the economy, many areas across the country have excavated consumer potential through online and offline combination, and consumer coupons are becoming one of the powerful policy tools for consumption in various places. According to incomplete statistics, at least 20 provinces and cities in the country have issued consumer coupons with a total of more than 3.4 billion yuan in January to April.

On May 30 and June 9, Shenzhen City issued a 30 million yuan "Tesco Shenzhen" digital renminbi red envelope through the Meituan platform in two rounds. In Shenzhen, more than 15,000 offline merchants with digital RMB nuclear sales functions can And used in the consumer scene of Meituan platform.

In Chengdu, digital RMB consumer vouchers are also in full swing. It is reported that Chengdu Digital RMB Consumer Course is issued through the Meituan platform with a total of 3 rounds, and the start time is June 12, 19 and 26, respectively. "The consumer vouchers issued this time are divided into four types of full -length coupons for catering and takeaway, supermarket convenience, hotel homestays, attractions tickets, and can be applied to rich living scenarios such as food, buying fresh, ordering hotels, and shopping spots." According to the person in charge of the relevant activities of Meituan, the issuance of Chengdu Consumer Coupon has accelerated the organic integration of online and offline consumption and promoted the recovery of consumption.

Looking at the data released by Meituan alone, as of June 20, nearly 8 million digital RMB wallets were pushed to Meituan APP, and nearly 6 million households spent digital RMB in Meituan. Data released by Jingdong Technology also showed that during the "618" event, users spent 400 million yuan in digital RMB in Jingdong APP, an increase of more than 18 times year -on -year.

"The technical characteristics of digital RMB make it very suitable for accurate consumption." Wang Pengbo, an analyst of Broadcom consulting financial industry, said that through intelligent contract technology, the use time and application scope of digital renminbi red envelopes can be set.

According to the data released by the People's Bank of China, as of the end of 2021, the pilot scenario of digital RMB has exceeded 8.851 million, with a total of 261 million personal wallets and a transaction amount of 87.565 billion yuan. On March 31st this year, the scope of the digital RMB pilot was further expanded. On the basis of the existing pilot areas, 6 cities in Tianjin, Chongqing, Guangzhou, Guangzhou, Fuzhou City, Fuzhou City, Fujian Province, and Zhejiang Province, the Asian Games, as pilot areas. After the pilot of the Beijing Winter Olympics and the Winter Paralympics, it turned to a pilot area after the end of the scene. "After the start of Shenzhen Consumer Coupon and Digital RMB red envelopes, the business is better than before. The Dragon Boat Festival orders are much more than before the festival." The red envelope benefits, and the total order during the Dragon Boat Festival this year rose about 30%before the quarter. According to Meituan data, during the Dragon Boat Festival, the number of digital RMB trading orders on the platform accounts for 10%of the total order of the store. In addition, from May 30th to June 19th, during the Shenzhen Digital RMB red envelope event, users who registered the event had used digital RMB consumption in more than 52,000 Shenzhen local Meituan merchants. The amount and order amount of these merchants on the Meituan platform increased by 58.9%and 64.6%compared with the same period last year.

The issuance of consumer vouchers has also inspired the consumption enthusiasm of Chengdu citizens. Ms. Dai, who lives in Jinjiang District, Chengdu, was issued by the first batch of local consumer coupons on June 12, and grabbed the "over 100 yuan minus 30 yuan" coupon and takeaway "over 50 yuan minus 15 yuan" coupons. At noon that day, she ordered takeaway with the just -handed consumption coupon. "The busy days of the store are back." The owner of a barbecue restaurant in Chengdu High -tech Zone said that recently, the takeaway orders in the store have recovered. After the start of the consumer voucher, the number of customers with consumer vouchers are increasing. Related data shows that from June 12 to June 19, after the first batch of consumer coupons on the Meituan platform, Chengdu users who registered for participating in the event have used digital RMB consumption among more than 35,000 Chengdu local Meituan merchants. The amount and order amount of these merchants on the Meituan platform increased by 40.9%and 33%compared with the same period last year.

Right now, more pilot cities have continued to promote consumer activities. Wenzhou issued a total of 30 million yuan in digital RMB red envelopes from June 19th to 21st; Xiamen Digital RMB red envelope activities were launched on June 22, and the digital renminbi red envelopes will be 20.22 million yuan. Coupons; from June 18th to June 30th, Suzhou issued 20,000 yuan in red envelopes of digital RMB for a total of 1 million yuan.

Zhou Maohua, a macro researcher at the Everbright Bank Financial Market Department, believes that digital RMB with consumer coupons, e -commerce platforms and other scenarios can help the promotion of digital RMB, and also help the consumer market to accelerate the recovery. These beneficial attempts need to summarize experience and innovate copying and promotion.

("Well -off" · China Well -off Exclusive Draft)

This article was published in "Well -off" in late August 2022

- END -