What do you bring?

Zhejiang News Client reporter Liu Jian

In less than a month, Hangzhou issued 285 million yuan in digital consumer coupons to drive more than 3 billion yuan, and the leveraged ratio reached 1: 15.6.

On July 5th, the reporter learned from the Hangzhou Business Bureau that the recent round of Hangzhou digital consumer coupons has driven consumption over 2.2 billion yuan, and the two rounds of consumer coupons have driven more than 3 billion yuan.

In addition to Hangzhou, Shaoxing City, Jinhua and Ningbo City, Zhejiang Province have issued 100 million to 300 million yuan of consumer coupons. The consumption coupon sales rate of consumer vouchers generally exceeds 70 %, which means that each 10 sheets are issued, 7 are 7 Zhang was used above and completed more than 7 times.

What "doorway" is behind a consumer voucher? What did you pull?

Not only do you bring goods

Bring it back to the city "Fireworks Qi"

"The consumer coupon just grabbed, it was used before it covered heat." The issuance of consumer coupons brought visible popularity to the city.

Where is the most frequent place for consumer vouchers? One of the answers is the supermarket.

The sales of rice oil and daily necessities in Hangzhou Century Lianhua Qingchun shop have been doubled.

"Under the stimulus of government and enterprises, the supply of goods prepared in the warehouse is in short supply." The person in charge of Hangzhou Lianhuahua Business Group Co., Ltd. said that as of now, since the issuance of consumer vouchers in Hangzhou, Century Lianhua Supermarket has paid more than 600,000 consumer vouchers. The overall consumption amount is more than 48 million yuan.

In Wulin Intime, in the past month, the sales of sunscreens in the mall have increased by 34%, the sales of swimming goggles increased by 68%, and both sandals and children's backpacks both set up 120%of the large increase.

Nearly a third of consumer coupons are used in catering, which drives Hangzhou catering consumption to quickly recover, so that the city has more fireworks. The reporter visited multiple blocks in the main urban area of ​​Hangzhou and found that whether it is a brand restaurant, a restaurant in streets and alleys, or the open -air night market facing the moonlight, the driving role of catering consumer coupons is very obvious.

Recently, the average daily turnover and passenger flow of Hangzhou catering enterprises have increased by 30 % over the coupon.

Optimized design

Give full play to consumer vouchers multiplication effect

Gathering the popularity with consumer vouchers, Hangzhou began in 2020.

At that time, the situation of the epidemic prevention and control has stabilized. Hangzhou has issued electronic consumer coupons to all personnel in Hangzhou. In just half a month, more and more citizens have gone out of the house and driving consumption exceeding 3 billion yuan.

"At that time, we carried out many tests in the type of consumer voucher. In the end, the consumer coupon sales rate of '40 minus 10 'is the highest, and the citizens are most popular. The person in charge said.

Compared with other parts of the country, the threshold of Hangzhou consumer coupons is lower, more quantity, and more inclusive. For example, the types of consumer vouchers issued in Chengdu include less than 600 yuan, 100 yuan, and 100 yuan at over 300 yuan; the types of consumer coupons issued by Jinan, including 200 yuan minus 80 yuan, etc.

"Our target crowd is to benefit consumers with low income or affected by the epidemic, covering more small and micro consumption scenarios," said the relevant person in charge of the Hangzhou Commerce Bureau.

Municipal coupons have inclusive types, district, county coupons are more targeted, and the two show complementary characteristics, which also comes from experience in the past.

At the same time as Hangzhou issued digital consumer vouchers, Xiaoshan District has issued 80 million yuan of consumer coupons in automotive, home appliances and other industries; Gongshu District issued 100 million yuan of comprehensive consumer coupons, leveraging cars, cultural tourism, catering, etc.

These more targeted industry consumer vouchers have relatively large quotas, which stimulate industries that have a greater impact on the epidemic, reflecting precise efforts. For the car consumer coupon issued by Gongshu District, the price of the car can be subsidized by 8,000 yuan or more.

There are inclusive "small quotas" to create an atmosphere, with precise "big conclusions" to relieve thirst, and consumer coupons issued by Hangzhou, like a timely rain, encouraged citizens to "buy and buy", and drive upstream and downstream recovery.

Iterative upgrade

Follow the trend to create a consumer center city

In 2021, Hangzhou ranked 10th in the country's consumer cities with a retail sales of social consumer goods of 674.4 billion yuan. In January, Hangzhou issued the "Three -year Action Plan for the International Consumption Center City (2021-2023)". Recently, Hangzhou also released four support for the "Implementation Rules for the Development of the" Development of the "First Store Economy" to promote the transformation and upgrading of Hangzhou " policy.

Before the epidemic, Hangzhou's outbound tourism consumer power ranked third in the country, and the demand for medium and high -end consumption was huge. Although Hangzhou has online celebrity consumption land such as Tianmangli, Hefang Street, and 77, it is still a lot of distance from world -class consumption landmarks such as Fifth Avenue, Champs Elysees Street, and Ginza.

The advantage of Zhejiang is opening up and grasping this advantage. Hangzhou is the first store economy to gather consumer resources. In 2021, Hangzhou introduced 223 first stores, such as Panasonic's first flagship store in the country. The first store's economic solicitation draft also proposed that the introduction of the top international brand (flagship store) and the first international first -tier brand store (flagship store) in 2022, which meets the conditions, gives certain rewards.

The city is screening the brand, and the brand is also selecting cities. As a vane, the "first store economy" reflects the ethics and maturity of a city consumer market. For Hangzhou, this process can actively integrate into Hangzhou elements, reshape the Hangzhou brand, and create a high -end brand product matrix for overseas exhibition platform for overseas exhibition platforms , Form the consumer experience of Hangzhou characteristics.

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