Observation 丨 stimulation consumption is not issuing a "coupon"

Zhejiang News Client reporter Zhou Linzi

At 10 am on June 16, the second round of general consumer coupons in Wenzhou City was officially issued in the second quarter. Unexpectedly, 833,000 vouchers worth 120 yuan were all empty in 31 seconds.

With the stability of the epidemic prevention and control situation towards good factors, the consumer market in the whole society is accelerating heating up.

Since the epidemic occurred, Wenzhou issued a variety of consumer vouchers in the first quarter of 2020, 2022, and the second quarter of 2022, with a maximum of 19.35 times the amount of social consumption was leveraged.

Looking at the inside and outside the province, the measures that stimulate consumption are adding "gold" layer by layer, and it takes a bit of fire to continue to increase consumption enthusiasm?

On June 16th, the second round of consumer vouchers in Wenzhou City

"No sensation" deduction expands the scope of use

The consumer vouchers issued today are divided into two types: general vouchers and home appliance digital vouchers. It is not different from the previous distribution, but it is actually upgraded to see the number and category of participating merchants.

In the first round of consumer vouchers in the second quarter, Wenzhou referred to Jinhua, Shenzhen and other places to issue new home appliances. However, after the first distribution, the platform has received the feedback from the masses. The most concentrated opinion is that the number of merchants participating is not enough. "If you want to discount, you have to find a merchant first" became the public.

Compared with the general consumer vouchers, there are only less than a hundred merchants who are calculated by 100,000 yuan. "After less than a week of adjustment, today's home appliance digital vouchers have covered the home appliance digital sales enterprises and individuals registered and independently registered by industry and commerce to expand greatly. , Now you can consume in the new range, "said the person in charge of the Consumption Promotion Division of the Wenzhou Commerce Bureau.

Entering version 3.0, consumer vouchers have increased car consumer coupons, home appliance digital coupons, etc., and also dynamically upgraded according to the consumption habits of citizens.

For example, at first many people reported that receiving consumer coupons on the mobile phone can only benefit the youth groups and are not friendly to the elderly. Since then, the issuance port of the consumer coupon has been changed many times. Now the "Alipay" homepage has a striking sign. Automatic deduction without sensory. Originally consumer vouchers could only consume in shops with the nature of the enterprise. Now the consumer vouchers have opened up the entrance of the merchant's registration. Commercial complexes and a large part of qualified street shops have become nuclear salesmen. Essence

While liberalizing the deduction and promoting convenience consumption, some cash risks are also hidden. In order to send each offer as much as possible to consumers, the platform also enabled the financial risk prevention function, and the merchants with cash -to -cash -off were shut down and redeem authority.

Aiming at the "blind zone" stimulus leverage amplification

The stimulus effect of consumer vouchers is good, and numbers are the most intuitive manifestations.

In 2020, Wenzhou invested 600 million yuan in consumer coupons for the first time. At that time, the province's consumer coupons had the most financial investment in the province. Directly drive consumption of 2.81 billion yuan, leverage to 7 times. You know, at that time, people did not dare to go out, to the swarm of the farmer, just to buy a few fish and experience the freshness brought by a coupon deduction.

In 2020, Wenzhou was put on consumer voucher for the first time

In the first quarter of 2022, Wenzhou's second time the coupon was launched. Compared with the previous round, this round increased the car consumer coupon. The 600,000 urban people sold 850,000 consumer vouchers, driving the sales amount of 1.468 billion yuan, leveraging leverage, leveraging leverage It expanded to 19.35 times.

At the same time, the growth rate of the two indicators of the retail industry of the whole society in the first quarter and the sales of the catering industry in the whole society was also released. Unlike the previous hovering in the middle of Wenzhou in the province, the growth rate ranked second and third in the province.

"This is directly closely related to the timely and accurate investment of consumer coupons." Said the relevant personnel responsible for the issuance of Wenzhou Consumer Coupon.

Behind the accurate and timely time of time, in fact, the background is different. In 2020, the epidemic prevention and control of the society gradually let go, and the issuance of consumer vouchers is to drive the citizens to get out of the house to restore their ordinary life. Since early 2022, the epidemic prevention and control has tightened, and the social consumption of social consumption caused by the decline in income expectations has shrunk significantly. In addition to universal coupons, the target of consumer coupons is also aimed at large commodity consumption.

In the upsurge of consumer coupons inside and outside the province, Wenzhou found a balance in the issuance of consumer coupons: as much as possible for the consumer coupon category for the convenience of the nuclear sales, but also to leverage more consumption, aiming at automobiles, home appliances, tourism, homestays, homestays Wait for a "blind spot" to issue a number of new categories of consumer coupons.

Stimulating consumption is not a "coupon" thing

Consumer vouchers are quickly transformed into real purchasing power at a certain time, while allowing citizens to activate the market and drive the industrial chain, and the role of economic stimulation is immediate. Therefore, it has also become an important "magic weapon" that boosted confidence, stimulate consumption, and stimulates domestic demand.

In fact, consumer vouchers were applied in Europe as early as the 1930s. At that time, in order to drive the economy, the German government issued small consumer coupons to the citizens every week for the purchase of daily necessities.

Small consumer vouchers, the energy contained in it is huge. However, stimulating consumption is not simply issuing "coupons". From the first grabbing, carefully selected in the supermarket, carefully calculated, and now forgot the consumer coupons that have been grabbed in the mobile phone. When it is automatically deducted, it is too much to think of ... A subtle change occurred between consumer vouchers. "There is a voucher very well, and the cake is added." This is the psychology of many people's current consumer coupons.

In the case of almost no shortage of life, the consumption of citizens has changed from material supply to satisfying psychological needs, spending money to buy feel, and becoming more appropriate portrayal.

Moderate and timely issuance of consumer vouchers is a measure of power. Long -term stimulation of consumption should be fully accurately accused of consumer mentality: more attention to internal needs, release daily pressure, achieve convenient life, and satisfy spiritual exchanges through virtual reality ...

This means that policies can tend to support and encourage the introduction of the "first store" economy, carry out online performances, light industry manufacturing to improve industrial design, etc., and target the needs of consumers' mentality, and then explore the development of various new economic forms, consumption forms and consumption forms and consumption forms and consumption forms and consumption forms and consumption forms and consumption forms and consumption forms. Service form.

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