Is the concept of consumption undergoing directional changes in the concept of consumption?

The epidemic impact has been impact for nearly three years. In addition to other disturbances during this period, have people's consumption concepts and behaviors have changed? The author's answer is yes, especially the consumption concepts and behaviors of young people are changing directional changes. The complete summary of this change needs to be fake time, but the consumption concept and behavior are tended to be conservative and stable, which is visible. In recent years, my country's savings rate has risen slightly after years of decline, which may be a proof. This factor cannot be underestimated on the overall impact of consumption and even the economy.

First look at the willingness of young people to buy a house. I recently made some interviews among young friends to understand their views on buying a house. In summary, there are several points. First, the uncertainty of the economic environment has increased, leaving more cash in your hand, which is more important than getting the down payment. Second, the source of renting houses is diverse and convenient now, the listing of public rental housing has increased significantly, and the options of private rental housing have a large choice. In recent years, the demand for rental houses has steadily increased. Third, there are both personal reasons and market reasons. The frequency of young people's replacement has greatly improved. It turned out to be in a city. Now in the context of the same urbanization and urban agglomeration Essence Therefore, rent demand has increased, and the demand for buying a house has decreased. They must tell the author that there are more young people who are willing to rent a house instead of buying a house. Renting is housing consumption, and buying a house is a housing investment. In statistically, consumption is increasing for rent. The discussion here is the change in consumer concepts and behaviors.

When the prices of Chinese commercial housing rose sharply in recent years, there was a saying that "mother -in -law pushed up house prices". This is the concept of being a home in China that has a home culture in China. An example of supporting China's home industry culture is that the home housing rate of cities in our country is significantly higher than that of other countries. This occurs under the case where the history of housing commodity is short. Cultural concepts are not fixed. The intergenerational changes in the concept of cultural concepts are sometimes obvious or even fundamental. Especially when the economic and social environment has changed significantly, just like the impact of the new crown epidemic and the major environmental changes brought about by the Russian -Ukraine conflict, which profoundly affects people's cognition, and then changes the direction of cultural concepts. This change inevitably affects people's behavior, and the important thing is consumer behavior.

A few days ago, I saw a "Young people don't change their mobile phones?" How to "survive" by domestic mobile phones. The supply side of the full text is much to talk about, and the demand side is less. The article said that this year, the mobile phone industry chain really felt the power of the "cycle". After experiencing the rapid growth, accompanied by the impact of the epidemic and the slowdown of innovation, the industry felt chill collectively for the first time. Is it just the power of "cycle"? Obviously, there is no more than that, but also structural power. The author also said that Xiaomi will be affected by the global macroeconomic and epidemic. The author believes that they may have to see more deeply that young people do not change their mobile phones, as well as trending changes in their consumer behavior. This has happened in the past many durable consumer goods. When consumers' importance evaluation of a certain consumer goods has changed, it must always go from red and red to dull. Is the mobile phone reaching this turning point? This is requested to give the answer to industry experts.

There is also a large piece of private car. At present, private car consumption is a hot spot, especially new energy vehicles. Due to the decrease in car costs and novel and diverse styles, it is favored by young people. There is also a factors that are caused by the prevention and control of the epidemic. People are willing to use private cars in order to protect their families and themselves. However, how long the private car market is still doubtful. About five years ago, the author participated in a discussion of the development strategy of a car group. In their planning, the "threeizations" were clearly proposed, that is, the electrification, intelligence and networking of passenger cars. At present, it seems that electricization has made the fastest, and intelligentization has also become a field of competition in many manufacturers. At that meeting, some experts believed that networking can be achieved in about five years. The realization of networking will greatly reduce the holding of private cars, to suppress consumerism in the automotive field, and promote resource conservation and environmental friendship. However, when the economic downturn and more consumption support the current growth, it is likely to take the initiative to slow down the progress of connected connection and let the car "fly for a while".

When the consumption concept and behavior change, the total consumption and structure are affected to varying degrees, how should the supply side respond? The Communist Party of the Fifth Plenary Session of the 19th Central Committee clearly states that it is driven by innovation, leading and creating new needs.

With the growth of residents' income, the growth of the middle income class, the accelerated technological progress, the continuous increase in supply innovation capabilities, and several important characteristics of demand and satisfaction. First, the proportion of potential demand is increased, and new products and new services need to transform potential demand into real needs. This feature is particularly obvious among the middle income and above. Second, new demand has become a key variable in the economic cycle. Only by continuously creating new demand with scientific and technological innovation can we balance supply and demand relationship and lead economic activities to the track of high -quality development. Third, the ability to supply potential demand and create new demand is enhanced. Most of the new products and new services are the products that supply innovation, that is, supply innovation.

New demand will be concentrated in the fields of digital demand, health needs, and leisure needs, but what is specific, only the trial and error of entrepreneurs and entrepreneurs can only be discovered and become a realistic demand in the market.In the new economy of new products, new services and new formats, scientific and technological innovation creates consumer demand, and through investment demand, especially the investment of digital basic industries, green basic industries, and public service basic industries, the process of creating new demands is specifically realizedEssenceThis is an important feature of demand and supply relationship between the new economy era, that is, the relationship between consumption, investment and scientific and technological innovation.Supply innovation is the driving force for the new development pattern and a key way to achieve the new development pattern.(The author is a professor at the School of Economics and Management, Shanghai Jiaotong University, a special researcher at the Shanghai Global Urban Research Institute)

Daily Economic News

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