An unprecedented change!Infrastructure has sank to the small town of the eighteenth line

Fighting from Beishangguangshen is a topic of prosperity.

Some people say that under the effect of house prices, many "North Drifting" have chosen to vote with their feet, which is a major trend. Some people say that there are eternal siphon power in first -tier cities, and those who leave will be filled with people who are constantly influx. This is a pseudo -proposition.

No matter who is wrong, the rise of the Fifth Ring Road is an indisputable fact.

The so -called people take food as the sky. In the service industry, the food economy is always the most tough and basic economy in China. Last month, the public comment released the list of 2022. We can also see the consumption background of a city from the "food economy" window.

Judging from the list of the list, the local consumption vitality of the second, third and fourth -tier cities is no less than the first line of Beijing, Shanghai, Guangzhou and Shenzhen. Among them, five cities in Urumqi, Nanchang, Wuhan, Shantou, and Changsha have a year -on -year growth rate of 38%, 32%, 27%, 26.6%, and 24%of online catering transactions. More than Beishangguangshen.

The consumer formats in non -first -tier cities and even county areas are constantly enriched. A new consumer storm is quietly brewing in the remote areas in China.

During the graduation season this year, counties and counties across the country took out "real gold and silver" and began a new round of "grabbing people". The surging of talents also indicates the direction of the tide.

In the future, consumer momentum in counties and regions may grow into an economic engine that is no less than first -tier cities. The new cycle kinetic energy from local consumption+local supply will also make the future economy of China a greater vitality.

The lights and neons in the night are the warmest colors on the world.

The contemporary people in the sunrise will stop at sunset after hard work, but start Zhang Luo's most free time in life.

The prosperity of a city grows freely between the color of the eyes.

In 1984, Guangzhou established the first lighting night market in the country, the Lighting Night Market of the West Lake Road. Since then, the prosperity of the night economy has begun to become the vane of urban economic vitality.

If you trace forward again, the prosperous night economy has long been written in China's heavy history.

During the Song Dynasty, the night economy was depleted due to the further relaxation of the system of curfes.

As the only cities in the Northern Song Dynasty, the capital of the Song Dynasty was the only cities in the Northern Song Dynasty. Not only did the night economic prosperity, the comprehensive strength was even more proud of the world, and it was a storm.

From the popular drama "Menghua Record" just after the broadcast, we can get a glimpse of the grand occasion of the ancient Tokyo night market.

In the play, following Zhao Pan'er's steps, you can read the lights of the lights under the night of the beam.

"The new voice laughed in Liu Mohua, and according to the tube of the tube to the Chafang wine restaurant." The night market in Tokyo in the Song Dynasty was the light of the soul of the most brightest soul in that era.

In China, the prosperity of the night economy of a city is also the most significant signboard and the most fireworks in the city economy.

Linquan County, Fuyang City, Anhui, is known as the first county in China and has a resident population of 2.3 million. This county in the northwestern hinterland of Anhui has used to be a poor county in Anhui in the past, known as Siberia in Anhui.

Today, this county is wearing a historic gorgeous turn with the night economy.

According to data from Linquan County Statistics Bureau: From January to June 2019 before the epidemic, Linquan County's fiscal revenue was 1.64 billion yuan, and the total retail sales of social consumer goods was 6.16 billion yuan, an increase of 20.1%and 13.2%, respectively. The changes in the service industry to this city are contributed.

This summer, "Night Economy" has become the strong kinetic energy of the county's consumption boost.

From Renhuai, Guizhou, to Huan County, Gansu, Yongshou, Shaanxi, and even Keping in Xinjiang, there are many places to take advantage of it to enrich the supply of consumption and prosper the city. Recently, the county chiefs and secretaries in many places such as Shandong, Hebei, Anhui, Qinghai, Gansu and other places took the lead in "visiting" the night market and "punch card" county night market with stringing and hiking.

According to Meituan data, small and medium -sized enterprises have become the main force of night service supply. The proportion of small shops with 5 employees and below is 89.4%, and small businesses with annual operating income of less than 500,000 yuan account for 88.7%. In addition to catering takeaway, instant retail services such as flash purchase have become the new choice for young people's night consumption at night.

The county's night is active, and the brand is also choosing the county seat. Some retail commercial brands in the fifth ring are actively turning. Different from the "rich people" such as the past to win the city's white -collar workers, this time, they aimed at the greater county market.

For example, Haidilao found a new growth pole in third- and fourth -tier cities. In 2019, Haidilao opened 335 stores, 80%of which came from third- and fourth -tier cities. The performance of first -tier and second -tier cities has increased by only 3%, while the performance of third- and fourth -tier cities has increased by 15%.

In January 2021, Ruixing Coffee released a "new retail partner" plan for the sinking market. Most of the open cities are third- and fourth -tier cities.

"Sinking" and "going to the countryside" has become the key vocabulary of major brands.

Taking this brand of beauty dailyization, this brand of strong minds is an example. Many Chinese local brands chains have found new growth poles in the fierce competition blocked by first -line big names such as Sephora and Watsons.

Let's guess, which is the largest local cosmetics chain retail brand in Anhui?

It ’s not surprising that I have never heard of it. It is a local brand named Meilin Beauty. The unknown local brand has now exceeded 200 in the number of stores in Anhui Province. Moreover, for local brands that are focusing on sinking market today, the lower the posture, the more the gameplay is innovative. The instant retail wave of this year has also quickly swept the county market in China.

Since last year, Meilin Beauty has launched an online retail business for 30 minutes on Meituan, and extended online business hours to about 3 am, completely synchronized with physical stores, serving in the night scene. More vigorous consumer demand. Three months after the start of this new business, the order volume of the store increased by 300%+, and the turnover turned six times.

Data show that in the past 12 months, there are more and more beauty daily chemical stores on the "30 minutes home" on Meituan. At present, it has covered more than 350 counties in the country. %Is 1.2 times the overall growth rate of the country.

The change has already begun.

It is said that China is a big country of infrastructure. Behind the booming economy of the county, a series of turbulent buildings around the sinking market are inseparable.

In the past five years, 43 civilian transport airports have been built or relocated in China, most of which are new and medium -sized airports newly built in third- and fourth -tier cities.

The "National Comprehensive Three -dimensional Transportation Network Planning Outline" shows that by 2035, the national civil transportation airport will reach about 400, which is a very amazing growth goal.

Because, since Beijing Nanyuan Airport in 1910, after hundreds of years of efforts, China has built a total of 241 civil transportation airports. It is equivalent to the next fifteen years, China will increase an average of 10 airports a year.

The outline also said that in the future, "the municipal -level administrative center arrives at the airport in 60 minutes, and it can basically achieve the same day between prefecture -level cities." This is almost equivalent to announcing the focus of this round of airport infrastructure. It is a place with relatively insufficient airport density such as central and western regions, remote areas, and ethnic minorities.

In addition to civil transportation airports, the construction of general airports in the county area is also blindfolded.

Take Hunan as an example. At the press conference of the 2022 Hunan (International) General Aviation Industry Expo, the Hunan Development and Reform Commission revealed that the recent 55 general airport sites of Hunan have been approved. In the past many years, Hunan has built a total of 12 general airports.

According to the plan, by 2035, Hunan will strive to have nearly 80 airports to take off and land, and realize that "county and counties have temporary take -off and landing points in general airports and townships."

Hunan Province "Fourteenth Five -Year Plan" Airport Planning Schematic Source: Hunan Provincial People's Government Network

In the territory of 9.6 million square kilometers in China, infrastructure frenzy swept the river north and south.

In addition to the infrastructure of the airport, there is also a riverside infrastructure.

In recent years, China has continuously dredged the river, expanded the width of the river, and increased the depth of water to eat the water.

More and more remote areas, with their own high -level ports and no water ports to all directions. The circulation of goods is not known as where is there in the past ten years. Development.

It is not satisfied with all provinces. The battlefield transferred the artificial channel from the natural channel, and opened a number of large projects of the canal.

Jiangxi is preparing to build the Gan -Guangdong Canal, the Fujian and Jiangxi Canal, the Zhejiang -Jiangxi Canal, and the Xiangxi Canal. Guangxi is planned to build the Pinglu Canal. It has been realized again and again ...

All the above projects are not only favorable for big cities. They also provide a vast opportunity for the county's large -scale hinterland in China.

With the influx of capital, information, construction teams, machinery and equipment, the county economy has emerged with strong vitality, which has become attractive to the sinking of large brands and population return.

At the end of last year, a county in eastern Guangdong issued a plan to introduce high -education talents, which requires a total of 82 highly educated talents (dual first -class scholars at home and abroad). Among the more than 800 applications it received, there were 31 full -time doctors and more than 700 full -time masters, and the rest were undergraduates and overseas undergraduate students in double first -class universities.

In the past, the "small places" in people's cognition never had such a strong desire for talents like today; and highly educated talents also put down their bodies and were willing to take root in the "remote gadgets" that the urban people could not see in the past.

Let's look at the two sets of data.

From 2000 to 2010, 31 of the 44 areas of the Chengdu-Chongqing Economic Circle were net outflow of population. A large number of Sichuanese Chongqing people ran to the developed areas of the coastal areas to work, causing large -scale urban atrophy, and the elderly villages of hollow villages abound.

By 2010-2020, there were only 15 regions in the net outflow of population, accounting for a decline from 70%to 34%, and the population escape was greatly improved.

The same is true around Wuhan. There are 9 cities in Wuhan Metropolis. Except for Wuhan and Ezhou from 2000 to 2010, they all shrinking. However, from 2010 to 2020, there were 4 cities in Wuhan Metropolitan Circle that were growing.

It can be said that the construction of China's urbanization in the first half was the victory of the city. The power engine focusing on the city as the focus has driven the Chinese economy Malaysia -Merchants to continue to run forward.

At 00:00 on November 1, 2020, China already has a large city with a population of more than 5 million cities and or more. These big cities together form the most solid background of the Chinese economy in the first half of the Chinese economy -oriented Chinese economy. However, the Chinese economy has recently shifted from the past stimulus to consumption, and has begun to enter the second half.

The changes in this economic structure have quietly changed China's urban and rural development pattern.

The Chinese economic transformation drama represented by the county economy is slowly opening. China's consumption vitality is constantly sinking towards the third, fourth -tier cities and counties.

If the airport and canal ... These hard base construction projects laid a solid foundation for the development of the county economy, then the growth of "soft infrastructure" inserted the wings of the county economy.

To some extent, soft foundation is even more important than hard infrastructure.

What is soft infrastructure?

Based on the Internet, the local high -quality consumption supply was constructed.

Judging from the process of urbanization in China in the past, the boundaries of the continuous expansion of cities are not only the space structure of the city, but the urbanization lifestyle has gradually spread and sinks with the expansion of the urban boundary. Essence

The e -commerce spoiled by SARS in 2003 is a typical example. On the basis of China's highly developed backbone logistics and social logistics, in the future, the massive commodities brought by brands and industries will be delivered to each family in 3 to 5 days or even shorter time, which greatly enriches the supply structure of the product supply supply structure. Essence

China's e -commerce retail is also at the forefront of the world -in 2021, the national online retail sales reached 13.1 trillion yuan. In contrast, US e -commerce retail sales will not exceed the $ 1 trillion mark this year.

However, compared with the national circulation built by e -commerce retail, the instant retail of "takeaway as express delivery" emerging in recent years has more cleverly connected local consumption and local supply, which can form a highly differentiated competitive advantage, especially in particular, especially It is a huge value for the county market.

Data Display:

From 2019-2020, the growth rate of catering and takeaway consumption in counties is 8.0%higher than the national average growth rate, which is 17%higher than the average city jurisdiction in the same province.

The characteristics of consumption overflow around the counties around large and medium -sized cities are very obvious. We can see that the phenomenon of coffee and milk tea in the town is more common than previous years.

According to the survey of Meituan Research Institute: From January to October 2021, the number of online consumer users on the first line, new first, second, third, fourth lines, and five-tier cities increase 65.7%, 66.1%.

The number of online consumer users in various county -level cities has increased significantly. However, compared with high -level cities, the number of online consumer users in low -line cities is faster and more significant.

In other words, the consumption mentality and consumption methods of low -line cities are quietly changing.

In the logic of traditional commercial real estate, Chinese cities are divided into first -line, second, fourth and fourth lines, and even lower dimensions. However, today, when the digital economy is highly developed and the supply is high, this boundary is gradually melting, and the consumer format of small counties may be almost the same as first -tier cities.

The most direct reason for this situation is that the township and county residents away from big cities have become more and more richer.

In January of this year, Zeng Yande, the director of the Development Planning Department of the Ministry of Agriculture and Rural Affairs, said at a press conference of the National New Office that the per capita disposable income of rural residents in 2021 actually increased by 9.7%, which was 2.6 percentage points higher than the income growth rate of urban residents.

Ordering takeaway, instant express delivery, flash purchase, etc. The common lifestyles in the big cities are increasingly appearing in the administrative area of ​​town and county levels.

And the common leisure and entertainment stores in large cities such as beauty and beauty, script killing, dense room escape, shadow cakes, SPAs, and e -sports halls have also spread throughout the county -level cities and become the new entertainment methods that are keen on young people in the town.

From a set of data, you can see:

In the past 12 months, the number of counties covered by "script kill" on Meituan has expanded by 113%year -on -year, and the number of orders for script killing in the county has increased by 239%year -on -year; the number of counties covered by the self -study room expanded by 153%year -on -year. The number of orders increased by 202%year -on -year; the number of counties covered by cafes expanded by 44%year -on -year, and the number of cafes in the county seat increased by 99%year -on -year.

Under the baptism of the new wave, the ecology of the county economy is undergoing tremendous changes.

Moreover, unlike first and second -tier cities with manufacturing and exports as the background, China has more localized characteristics below the third line of China.

In the past ten years, e -commerce platforms have led countless young people to return to their hometown and sell their hometown products to the national market. However, in recent years, the real -time retail platform has changed the supply structure in another form. More and more young people have taken root in the local area. Through catering shops, convenience stores, coffee shops and other forms The local high -quality consumption supply, which is the core driving force for consumption boost.

In the consumer format of non -first -tier cities we have surveyed, a Hefei guy impressed us.

In April last year, Teng Chao's "naked" after the 95th after the 95s returned to the Shushan District of Hefei in his hometown and opened a small supermarket. Unlike the traditional small supermarket, he aimed at the consumption characteristics of instant retail and set the business strategy of "more SKU, less inventory". More than 4,000 types of products were placed in more than 200 square meters of supermarkets -comparison The number of SKUs in Wal -Mart supermarkets remains at about 4,000. Teng Chao concluded that the first factor of his selection of shops is no longer a real estate factors such as whether the streets are approaching and how large the traffic flow is, but considers the denseness and portrait portrait of online users 3 to 5 kilometers. To this end, he moved the shop to Meituan's flash purchase and opened for 24 hours. After one year of operation, the monthly sales had reached 500,000 yuan.

In such a case, we found a lot on the platforms such as Meituan -the product manager of the large factory of the convenience stores who returned home, the neurology doctors who resigned from the pet hospital, and did not write the code to change the flower shop programmers. And more, thousands of couple shops that stabilize business through the real -time retail line.

Based on the advantages of regional economic structure and resource endowment, each different county and regions have different economic backgrounds. Therefore, new demands will also be born in the booming economic development of the county, which will give birth to new supply and have its own unique business logic.

With the gradual release of county consumption vitality, Meituan and other real -time retail platforms cover more than 2,800 county and cities in real -time distribution logistics, and they are exerting huge leverage capabilities.

The huge vitality of county consumption and the increasingly enrichment of consumer formats have greatly eliminated the gap between regions and carried the most important growth points in China's consumer economy transformation.

The sinking of the high -quality lifestyle of the city and the continuous enrichment of the local high -quality supply have been continuously raised to the county's consumer vitality. The consumption of this carriage runs, and in turn, it will also drive the development of the local industrial economy and form a virtuous circulation channel.

In a word, local consumption+local supply will build new cycle kinetic energy.

In 1995, the United Kingdom officially incorporated the development of the night economy into the city development strategy. As one of the most successful cities in the world at night, the Guangye economic service industry created one -eighth employment for London.

Needless to say, the booming development of the new consumer format will bring tremendous changes to the employment structure.

Especially under the end of the epidemic, the population liquidity has declined, and structural changes in consumption are also structural changes. Accelerating the cultivation of local high -quality supply and release of local consumer vitality is becoming an important starting point for the boost of regional economy.

According to the city data on the must -eat list: Among the 55 mainland cities on the list this year, the local consumption of online catering has accounted for more than 66%in the past year, the local order volume increased by 19%year -on -year, and the local consumption volume increased by 20%year -on -year.

What is even more amazing is that although the epidemic is repeated, Chengdu, which has a population of 20 million lives, "eat" 160 billion yuan in the past year, an increase of 44%year -on -year.

We have full reasons to judge that China's consumer society transformation is likely to change the old roads led by the first and second -tier cities in the past and second -tier cities, and changed to cities and towns under the third -tier cities as the new engine.

Who said that returning to the small town to "retreat and retreat", it is better to enter the factory in a large city?

In China, labor itself is the most decent lifestyle.

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