Fireworks are continuous, and new consumer trends ignite Yangcheng Ye's economy

Text/Yangcheng Evening News all -media reporter Sun Qiman Tu/Sui Business Propaganda

The night light was bright, golden.

Since July, in Guangdong, the first consumer province in the country, the 2022 Guangdong Night Economic and Summer Consumption Promotion Campaign with the theme of "Night Life · Cantonese Wonderful" has been fully launched. Driven by the radiation of various commercial pedestrian streets and business districts, a number of new products and new formats have emerged to stimulate new vitality of consumption.

The sales volume of supper has increased, and the economy of Guangzhou night is hot

At present, as the overall planning to promote the prevention and control of the epidemic and the achievements of economic and social development has achieved remarkable results, the national production is restored in an orderly manner, and various localities are stimulating consumption to gradually recover through the distribution of consumer coupons.

Different from the past, since this year, online platforms represented by take -out and retail have gradually participated in the issuance of online consumer vouchers, injecting new vitality into the traditional consumer coupon model, and making consumer vouchers category more diverse. Essence

It is understood that since the summer, under the guidance of various governments, online platforms such as Meituan takeaway have explored online consumer vouchers to issue full reduction coupons, free distribution fees, discount dishes and other methods. Specific to Guangzhou, under the guidance of the Guangzhou Municipal Bureau of Commerce since the summer of the Meituan takeaway, it has invested more than 60 million yuan online consumer coupons to launch a number of activities such as magic vouchers, takeaway festivals, and supper. A few discounts such as discounts, distribution fees, and membership discounts are given more discounts to merchants and consumers, so that the economy of online and offline catering and takeaway in Guangzhou is getting stronger and stronger.

The red fire of online consumer vouchers is driving a new consumption model- "instant consumption" is the first to heat up in various places. The so -called instant consumption is a way to meet consumer instant needs. Consumers purchase food or retail products through online trading platforms such as takeaway. After the order is placed, the takeaway merchants or retailers will be delivered in real time after picking up the goods. Generally, instant delivery can be completed in 30 minutes to 60 minutes. From the user's order to picking and packing, to the entire link of the delivery of goods.

Meituan takeaway data shows that the number of instant consumption orders in the country rose by nearly 30%after the summer, of which Guangzhou's instant consumption orders, the number of merchants, and the number of goods have surpassed before the epidemic.

Behind the rejuvenation of instant consumption after the summer, it comes from the increasingly diverse and quality needs of consumers for catering and takeaway. According to data from the Guangzhou Municipal Bureau of Commerce, high -end cuisines such as vegetables, fusion vegetables, and non -border cuisine are highly popular. In addition to dining, non -positive consumption vitality such as milk tea, coffee, and barbecue continues to burst. The epidemic increased by more than 30 % before, and the number of merchants operating in Guangzhou after 10 pm also increased by nearly 20 % compared to the epidemic. The sales of supper such as barbecue and casserole porridge have ushered in the surge, which greatly broaden the consumption time and frequency of consumers in Guangzhou.

Consumer vouchers drive "instant consumption" to heat up

Today, the real -time consumption model of "mobile phone order, store delivery, and commodity hours" has become a new normal consumption. More and more consumers have a stronger demand for "instant ownership", which also gives more possibilities for takeaway more advantages in distribution efficiency. The most obvious one is "shopping".

Industry insiders have revealed that consumer coupons have taken the lead in instant consumption to heat up, which is inevitable at the moment. The exploration and launch of diversified consumer coupons of the takeaway platform and local governments are of great significance to further stabilize consumption expectations and consolidate and improve consumer confidence. However, the reconstruction of consumer confidence also requires a stable distribution environment support. During the prevention and control of the epidemic, citizens' biggest demand for shopping is "certainty", so instant delivery has become the choice of more and more people. In the long run, instant consumption meets the long -term trend of changes in consumer demand.

With the accelerated recovery of the economy in many places, the "time cost" has gradually been incorporated into the important considerations of people's daily work and life. Consumers have a stronger demand for "real -time" shopping. McKinsey's latest research report shows that under the epidemic, Chinese consumers' pursuit of time and distribution is getting higher and higher. Unlike traditional e-commerce, the time limit for distribution is 3-5 days or even longer, nearly 60%of the post-90s consumers hope to receive the goods on the day after ordering. It is 85%.

People in the industry said that as the instant consumption gradually heated up, it will be expected to become a new driving force for the overall recovery of the city. It is understood that the stores with instant consumer services for consumers are generally offline entities located inside the city. At the same time as consumers are convenient for consumers, it also brings more online traffic to offline entities and transformed into a new one. Order sources to further nurture the real economy.

New consumption trends such as the end of the car market

The Pearl River Night Tour, as one of the "Yangcheng Eight Scenery" in Guangzhou, has always been a beautiful business card of Guangzhou's "night tour" and an important part of the current consumption festival. Taking the Zhujiang Tour as an example of the city and port company as an example, the 2022 "Young City Yeah City" Guangzhou Night Consumption Festival starting ceremony was hosted by the Guangzhou Tower Fortune Wharf-Pearl River Prince. It is usual to usher in the summer tourist season. Driven the double promotion, throughout July, the heat of the Guangzhou Tower Pearl River continued to rise, the income increased by 91%year -on -year, and the number of tourists reached 94,000, an increase of 96%over the same period of the previous year.

In addition to its own night tour and sightseeing, the Pearl River Cruise also creates a "Pearl River Tour+" play experience by integrating resources and scene construction.As a star cruise ship, the "Prince of the Pearl River" opened the night water meal on July 8th, and introduced the element of "camping+trend music+light dining" that attracted young people.Points are widely welcomed by young consumer groups, providing new consumer choices for young people to start nightlife, and injecting new vitality into the Guangzhou Night economy.In the summer where various consumption trends bloom everywhere, the rear box market is a new type of consumption trend, and it also has the influence that cannot be ignored in promoting the development of night economic development and promoting Cantonese culture.

Source | Yangcheng Evening News • Yangcheng School

Responsible editor | Pan Liang

School pair | Peng Jiye

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