How to recover the Chinese economy is these two data

01

The Chinese are depositing money at an unprecedented speed.

In the first five months of this year, the Chinese people deposited 524 "small targets" to the bank every day, which is the highest level in history. This led to an increase of 7.86 trillion yuan in deposits, an increase of more than 50%year -on -year.

At the same time, residents' new loans were only 1.33 trillion yuan, the lowest level in the past ten years.

The epidemic is like a catalyst in chemical reactions, allowing people to touch the "future" early in a relatively exaggerated way.

We have to accept the fact that "slow down".

For example, our GDP growth rate has reached 5%, which will maintain such low and medium speeds for a long time.

From this point of view, it is normal for ordinary people to start quantifying.

For mobile phones, as a very epoch -making product, its sales accurately describe the consumption psychology of contemporary people.

According to data from China Xintong Academy, in the first five months of this year, the number of mobile phone shipments in the Chinese market was 108 million units, a year -on -year decrease of 27.1%. Among them, domestic brand mobile phone shipments were 90.677 million units, a year -on -year decrease of 30.6%.

People are not so diligent. From the earliest 16-18 months, to 20-24 months, it has been more than 30 months recently, which means that the scale of the mobile phone market has shrunk quickly.

However, things are not so simple.

Japanese sociologist Miura Show wrote in the "Fourth Consumer Era":

Consumption has never been just a simple business behavior. It has always merged the most complicated, hidden and deepest human nature of this society.

From March to May this year, the total retail sales of consumer goods across the country decreased by 3.5%, 11.1%and 6.7%, respectively. As a result, pork, flour, eggs, instant noodles and beef ... became the most e -commerce searches during the 618 period this year.

Most e -commerce platforms are not shocked this year's 618, without the vigorousness of the past.

However, the retail sales of 618 remain positive year -on -year, even if the growth rate is not beautiful.

Not only that, we also saw the outbreak of unexpected consumer demand through the data, eliminating the refrigerators and freezers of the sequelae of the epidemic. Has highly sought after ...

All these are passing the signal of consumption recovery.

618 is still a window to observe consumption.

Through this window, we can know what people are buying, what are the latest consumer demand, and what subtle and important changes have appeared in the traditional consumption model ...

More importantly, after the lead of the lead, the Chinese e -commerce platform has been learning to adapt to "slow down."

Most of the major e -commerce platforms have not been announced, and they are no longer attached to the digital myths of GMV. They are looking for the most important things they must complete at the moment.

The fastest platform has already locked the target -feel the supply and demand, confidence and reality, and feel the breathing of 1.4 billion consumers and 40 million small and medium -sized enterprises.

02

Business is a long competition. The competitors need to figure out the most important things at each stage so that they will not fall behind.

The e -commerce platform cannot be a golden bird. It can only be briefly reported to joy and worry. As the best field of integration of the industry Internet, consumers and enterprises need platforms to indicate new directions for consumption.

Promoting consumption and boosting merchants' confidence is the social responsibility of e -commerce platforms.

Several consumption data of Tmall 618 this year are very interesting.

For example, we have always wanted to know whether there is a "lipstick effect" in China (which means that when the economy is not good, people have to abandon the expensive cosmetics and can only talk about comfort through lipstick, which leads to the skyrocketing of lipstick sales). It turned out that China's "lipstick effect" product was likely to be coffee.

618 Food Sales TOP20, Coffee Brands occupy 4 seats -Sandun and Portum, Nespresso, and Yongxun. More and more young people from third- and fourth -tier cities and counties try boutique coffee. Coffee has the potential to become the second national drink in China.

What I can think of is prefabricated dishes. It has been hot in the past few years, but what I didn't expect was that it was so hot.

During the 618 period, its overall sales increased by over 230%.

Analysts estimate that the scale of China's prefabricated dishes in 2021 is 345.9 billion, and it will exceed to trillion by 2026.

Unexpectedly, fishing equipment, its sales results increased by 50%year -on -year. When you think that fishing is a hobby of middle -aged people, I have bought fishing equipment in the 95s in the past year.

In addition, in the delicate Chinese young people, dishwashers, smart toilets, and gaming chairs have become the "New Three Great" ...

It can find new growth points from the overall weak consumption and allow many merchants to actually benefit. Tmall uses this data to tell us that it has quietly completed a gorgeous turn.

How did it do?

We all know that every crisis will give birth to some new tracks and new air outlets, which are collectively referred to as "the new economy in the post -epidemic era".

In the past, they may only belong to a few smart or good luck merchants. But when e -commerce covers more than 1 billion Chinese consumers, the trend of the future is no longer a blind box. Big data will grasp the determined trend from fragmented and diverse transactions, and from the unknown consumption trends, grasp the subtle but important changes. Really understand consumer needs and understanding consumer trends, it is always a challenge for retail business to meet.

How do you think these data come from? Many can be tried, and the new product innovation center (TMIC) is born for this.

We can see how it cooperates with L'Oreal -they will build a color knowledge base that customize at that time at any time, and consumers are most likely to be lipstick.

The Songhe Tower was originally established in the Qianlong period. It has more than 260 years of "Chinese old names" with a history of more than 260 years.

However, the old name of the prefabricated dish, the old name of Songhelou was caught up, and it launched a high degree of dishes such as braised pork, hand -peeling river shrimp, and flat -pointed shredded soup noodles. 618 this year, the sales of Songhelou increased by nearly 140%year -on -year.

In 618 this year, the platform's kung fu has been under normal and behind the scenes.

One of the key is to see who can condense the practical and innovative experience of millions of merchants into actual operable solutions and new product research and development guidelines.

In 2016, the platform's new products were only 4 million. In 2019, this number was 100 million, and in 2021, it exceeded 200 million. Every 3 Chinese consumers are buying new products.

How vitality can these new products drive? 45 million new products contributed to 30%of the transactions of 618 this year.

It is necessary to catch the wind and catch the wind, but also understand the creation of the wind, and to discover and create value for partners -this is probably the "most important thing" that must be done by the e -commerce platform.

03

410 new brands and 214 old names have achieved a growth rate of over 100%, and 279 brands have exceeded 100 million.

This string of numbers is of course grades, but it is the core manifestation of platform enterprises to perform social responsibility.

Speaking of the social responsibility of the enterprise, the first thing that the average person must first think of is to do charity and donation, but in fact, this is only the most peripheral part of the corporate social responsibility.

The theory of modern social responsibility divides corporate social responsibility into three circles. The core part is the economic responsibility that the enterprise is for themselves and the stakeholders.

When the consumption growth is weak, what is the best way for e -commerce platforms to perform social responsibility?

One is to make consumers happy, and the other is to let merchants do business.

It is not difficult to do this, the traffic is simple, or the blessing of the algorithm makes the traffic slightly more accurate ... but in the present, the simple approach will inevitably lose it.

Therefore, in addition to accurately grasping social emotions and social pain points, it is necessary to improve the ability of the platform to reach accurately. That is to compete the internal power of the platform.

For example, it is not easy to make everyone spend money this year. If you make a bunch of complicated preferential rules; the platform users have already seen it, and they also use everyone to pull people around. Still consumption.

Therefore, Tmall calmly clicked off. Of course, it is more to do the addition.

Many people may have discovered that this year's shopping experience may be the best over the years. The "multi -address order" function, Taobao user account name modification function, and the automatic functions of the shopping cart are fully reduced ... this year's 618 was implemented.

These small modifications are useless for this year's performance, but they do not know for the time being, but they will definitely make consumers smile easily.

There must be logistics that must be mentioned, which is the most worrying thing for ordinary people who have experienced static management.

In this year's special circumstances, the certainty of 618 logistics is mentioned important positions: the package is not free, whether it can be shipped, whether it can be delivered to 24 hours ... to the ultimate requirements for speed, promote the overall efficiency of the supply chain to improve the efficiency Essence

Rookie data shows that the order volume of 618 "pre -sale speed" this year increased by 110%, up to 70%of the day; it provided parcels in the country in the country to make an appointment to deliver the delivery service, and also invested more than 500 units without no units. People.

The layout of the smart home mentioned earlier is further offline. In more than 300 cities across the country, you can enjoy one -stop service of home improvement, including free home installation, recycling furniture, maintenance and other services.

This "integration" service seems to only take a small step forward, but it makes consumers more convenient. The transaction is guaranteed to be guaranteed. Among them, the most valuable wealth and trust can be established.

When the e -commerce structure is settled in China, the stock maintenance is the king.

For small and medium -sized merchants with difficulty in operation, we have launched financial subsidies of 110 billion yuan, 70 million red envelopes, and 30 million accurate traffic support;

For hundreds of thousands of Amoy factories, help them establish direct business models, provide marketing, warehousing, logistics, customer service and other capabilities, and use minimum costs to digitize.

At the same time, it will also enhance the private domain operation tools. Through the company, with the company, and the online and offline member system, it will help merchants to turn "traffic" into "retention".

The market is the scarce resource. The infrastructure is expensive public products. It gives all businesses as much as possible for all merchants. In this media, it is called "the most bleak 618". It is the confidence of the largest domestic e -commerce platform. 04

Many people are guessing how to go next to Taobao Tmall, which is the first Taobao Tmall.

Now, at least we know, that is, every nerve ending of the industrial Internet integrates the industrial chain.

This is another thing that requires slow work.

Zong Shulong is a recurred soldier, but it is disabled due to the unfortunate car accident. Forced by his livelihood, he stepped on the time of the times in 2012 and opened a local apple for Taobao shops.

He has no experience and has no place to learn. His wife does the physical work of collecting apples and packing and shipping outside. He climb on the bed every day, forcing himself to learn the goods on the shelves, contact the courier, marketing copywriting, artwork to make pictures ... … He worked from 8 am to 2 am, and the mouse's hands were all worn.

Zong Toulong found that Luochuan Apple was "crispy in the entrance, golden sweet and sour ratio", and it was easy to store, but many consumers had limited awareness of it.

This is the dilemma of most agricultural products in China, the backwardness of the industrial chain, and the slow -selling spell, which allows farmers to keep the piles of good things, but it can not be sold at low prices. Citizens have not enjoyed cheap fruits.

After a year of hard work, Zong Toulong sold 10,000 orders of apples with sales of 170,000 and pure income of 30,000 yuan, which was higher than the income of more than a dozen acres of land at home.

There was a way in front of him, and Zong Toulong had a lot of confidence. He signed a contract with more than 150 local fruit farmers, helped them sell apples, and recruited 12 disabled people in the village.

At present, there are 752 e-commerce operators and 115 Apple e-commerce companies in Luochuan. The number of Taobao stores and micro-stores exceeds 8,000.

Zong Shulong was also famous in the local area. He sold 8 million kilograms of apples last year and sales of more than 47 million.

Luochuan was able to get out of a group of Zonglonglong. In the past ten years, the local government and Taobao Tmall have made every effort to promote the digital transformation of the Apple industry chain.

At the beginning, Luochuan took the initiative to integrate the county's power to upgrade the industry, coupled with the support of the platform, so that Luochuan stood out in many apple producing areas.

The transaction volume is up. Driven by the market, the entire supply chain and infrastructure of roads, networks, transportation, warehousing, and cold chains in the mountains will become more and more complete.

In 2016, when Luochuan participated in the New Year's Day, 180,000 kg of apples were sold, basically, 150 young people with good eyes were controlled by the naked eye to control quality and appearance.

Now these tasks are handed over to AI and machines.

In the Apple Garden, although the naked eye is not visible, the transformation of data has penetrated into the most source of the industry.

For example, what sugar apples like consumers, what preferences for nutritional elements such as high calcium selenium -rich, these demand consumers themselves cannot tell them, and farmers can only judge by experience, but they can be determined by big data insights and quantitativeization. Essence

This insight will also be transformed into a standardized process and handed over to orchard and farmers. How to fertilize, plant, trim, the sparseness of the woods, the height of the fruit tree, the matching of the variety ... step by step to approach the most ideal quality, improve the better variety.

Generally speaking, it is difficult for Chinese agricultural products to form a brand. Those who can be famous are regional brands, such as West Lake Longjing, Yangcheng Lake hairy crab, Jiangnan navel orange, Xinjiang cantaloupe ... Today, the brand value of Luochuan apples reached 68.7 billion yuan , Ranked first in the country.

This new farming model has been played to the extreme, the transformation of the industrial chain, and the regional solution are replicated across the country. From the original Taobao villages, evolved into a huge digital industrial belt and industrial cluster.

Tieguanyin in Anxi, Fujian, flowers in Liyang, Jiangsu, and the seasoning of Xinghua, Jiangsu ... are all the industries. In the top 100 counties in 618 national agricultural product turnover this year, 35 counties are from the central and western regions and the northeast Essence

At present, 95%of the farmers in Luochuan are engaged in the Apple industry, and 60%of fruit farmers have achieved annual income of more than 100,000 yuan, 12%income exceeded 200,000, and 76%of farmers have small cars. imagination.

After the market opened, it also attracted young people in big cities to return to their hometowns. They brought digital and innovative thinking to villages and towns, imparting different scriptures.

During the 618 period, Taobao live broadcast has carried out nearly 200,000 "original ecological live broadcasts". Farmers anchors from the North of Tiannanhai not only sell their own agricultural products, but also become "hope in the village." From the perspective of the turnover, there were 11 turnover on Taobao in 618.

Farmers have received higher income. Consumers have bought more affordable agricultural products. The localities have the certainty of stabilizing employment and industrial upgrading, and everyone lives better.

Wal -Mart, the world's top 500, took 54 years to make retail sales from 3 trillion yuan; Taobao Tmall completed this number for 13 years.

After the end of the golden age of high growth, when we thought that the Chinese e -commerce myths came to an end, the extensive landing of live e -commerce, digital supply chain, and industrial Internet.Outside, fields, smart factories.In a sense, 618 has become an innovative test field.

It connects 1 billion consumers across the country, gathers all types of levels of supply, continuously produces and tested innovative products, and actively practiced the model that can promote thousands of industries.

Those who used to be the most traditional, conservative and disadvantaged, in the wave of digital technology and new consumption, came out of the incredible transition trajectory; large and small factories in China can face consumers and climb the value chain; the vitality of the market entity is vitalityAnd creativity, it is stimulated under the pouring of effective needs.

All of us can be a certain manufacturer.

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