News survey ｜ 10 consecutive government consumer coupons, how to activate dormant consumption potential?

On June 26, the three -day Harbin Municipal Government "helping enterprises and benefiting the people, promoting consumption" activities successfully ended. In this event, the Harbin Municipal Government has invested 24 million yuan in subsidy funds to large department stores (excluding supermarkets) and home appliance communications industries.

According to the Harbin Municipal Bureau of Commerce, in 3 days, the merchants were limited to the use of subsidy funds of 22.926 million yuan to achieve a transaction of 252 million yuan, which directly drove 11 times consumption.

On June 29, the public welfare auto show with the theme of "benefits and controlling the future" opened. The Harbin Municipal Government posted another 11 million yuan to support the restoration of market entities and benefit people's livelihood.

Fengye Town Outlets Shopping Scenery

Since the beginning of the year, Harbin City has issued two rounds of government consumer coupons for two rounds (10 phases and 10 batches). It has continued for 58 days as of June 28, and the total amount of government subsidy funds has been more than 220 million yuan.

Driven by the round of government consumer vouchers, it has greatly boosted the public consumption confidence, released consumer potential, and effectively supports market entities to accelerate recovery and healthy development.

Government consumer vouchers, activating the long -standing dormant consumption needs of Bingcheng

On Friday, on Friday, the second round of Harbin City, the fifth batch of government consumer coupons in the second round of the Harbin City.

At 9:24, the reporter called Zheng Yan, the manager of the marketing department of Hua Bin Communications.

Shanshan Outlets Shopping Scenery

"It's been a long time since I haven't seen the queue." He said that out of the consideration of the epidemic prevention and control, Hua Bin Communications adopted the appointment to receive customers to avoid causing people to gather, but before 7 o'clock, the long queue was lined up in front of the shopping mall.

Manager Zheng did not disclose sales, and only gave a comparison: "The sales volume was 3.03 times that of last Friday; the sales were 4.4 times the sales last Friday."

Huarbin Communication Shopping Mall Shopping Scenery

At 9:30 on June 25, when the reporter came to the Maple Leaf Town Outlets, the mall had already opened the door 40 minutes in advance.

Ms. Liu and her family came earlier, and they were waiting for the mall to open the door while watching the scenery.

Fengye Town Outlets queuing shopping scenes

In a sports brand store, including clothing and shoes, Ms. Liu's family spent 5,400 yuan. After enjoying various discounts and discounts, she received the benefits of government consumer coupons for 5,000 yuan for 5,000 yuan.

On June 26, the three -day batch of government consumer coupons issued the last day. In Sunac Maohua's mobile phone store, the reporter picked up a small folding screen mobile phone to ask how much subsidies could be subsidized. The salesperson said that this mobile phone costs 8,800 yuan and can enjoy the government consumer coupon discount of 500 yuan for 5,000 yuan. She added that although it was not satisfied with 10,000 yuan for 10,000 yuan, there are still many preferential superposition in the store, "it will definitely make you satisfied!"

Cooperate with government consumer vouchers, Sunac Park borrows the promotion of momentum

On the morning of the same day, the reporter observed in Sunac Mao, Songbei District, and there was a continuous stream of citizens who came to shopping and played. Except for government consumer coupons, it was everywhere in Sunac Shopping Mall, Sunac Park, and Sunacye's promotional advertisements. Merchants have used various tricks to activate the long -term dormant consumption potential.

In 58 days, the consumer coupon for 220 million yuan highlights the "multiplication effect"

At more than three pm on the 24th, Li Meng, director of the Institute of Circulation of the Harbin Municipal Bureau of Commerce, "still supervised the corporate call" when he heard the reporter's call. He said that except for individual personnel, the unit was almost all sent. "Supervision is not a matter of inspection, but an unannounced visit. We kept shopping in the mall like customers, understand the use of consumer coupons, listen to customer feedback, and observe merchants' performance."

Wang Lei, director of the Market Operation and Consumption Promotion Division of the Harbin Commerce Bureau, is closely paying close attention to the dynamics of government consumer vouchers. "It can be said that from the perspective of the citizens' grabbing speed, consumption and small and medium -sized enterprises, the government consumer voucher activity has achieved the expected results, and has received the positive participation and widely praised by the majority of small and medium -sized enterprises and individual industrial and commercial households. This move has expressed praise and thanks. "

Maple Leaf Town Outlets Store Promotion Advertising

Sunac Mao Promotion Advertisement

Government Consumer Coupon Advertising in the Outlets Store in Fengye Town

In the first half of this year, Harbin City organized two rounds of government consumer coupons. As of June 28, a total of more than 220 million yuan was issued in 5 batches of government consumer coupons in 5 phases. A month).

Among them, the first round was from January 5th to February 5th. The theme of the consumer coupon was "helping the enterprise to relieve it". Through the cloud flash payment and WeChat platforms, it was distributed in two and 4 batches. It is mainly aimed at small, medium and micro enterprises and individual industrial and commercial households, using funds of 129 million yuan. The transaction value was 1.19 billion yuan, and the consumption was 9.2 times.

Government Consumer Coupon Advertising in the Outlets Store in Fengye Town

The second round is from June 1st to 30th. The theme of government consumer vouchers is "helping enterprises and benefit the people". The main or higher -oriented enterprises include automobiles, department stores, home appliance communications, home building materials, etc. (City), it is planned to issue 126 million yuan of subsidy funds. As of June 26, the use of funds was 89.541 million yuan. The Harbin Government will give 70%support according to the actual amount of districts, counties (cities).

The second round of government consumer coupons issuance activities are also distributed through cloud flash payment and WeChat platforms. At present, 3 batchs have been issued for three issues.

Car 4S store promotion scene

As of June 26, Taoist District, Daowai District, Nangang District, Xiangfang District, Fangfang District, Squan District, Shuangcheng District and Shangzhi City, Wuchang City, Bin County, 10 districts (cities) jurisdictional Government consumer coupons were issued in the fields of automobiles, department stores, home appliance communications, home improvement, catering and other fields. A total of 89.541 million yuan was used to achieve the transaction value of 1960.186 million yuan, which directly drove consumption by 20.1 times. Among them, the Daowai District Government has issued 10 million yuan in consumer coupons in the automotive field since June 2. Due to the good distribution effect, another 5 million yuan was added in the automotive field. As of June 17, the government subsidy funds were 10 million yuan in government subsidy funds, and the transaction value was 50.75 million yuan, which directly drove consumption by 50.1 times.

Car 4S store promotion scene

Since June 3, Daoli District has issued 15 million yuan in consumer coupons in the fields of automobiles, department stores, home appliance communications, home building materials, catering and other fields. As of June 17, the use of funds of 121.32 million yuan, realizing the transaction value of 342.74 million yuan, and directly driving 28.3 times consumption.

Huarbin Communication Shopping Mall Shopping Scenery

Since June 10, Wuchang City has issued 2 million yuan in consumption in the field of automobiles and home appliances. Among them, car categories were 1.2 million yuan and home appliances 800,000 yuan. In addition, Wuchang City raised 1 million yuan in funds and 300,000 yuan in provincial UnionPay matching funds, a total of 1.3 million yuan, to carry out consumer activities for trading department stores (excluding supermarkets), home building materials, catering and other categories. As of June 17, the use of 729,000 yuan was used, and the transaction value was 16.224 million yuan, which directly drove consumption 22.3 times.

On June 29, the 6th phase of the Harbin Government Consumer Course will be opened again. The subsidy of 11 million yuan of public welfare auto show will be launched in two batches on Yunli Pay and WeChat platform.

Sinking in the 6 working groups, a series of incentive policies will continue to make efforts

It is understood that the large -scale government consumer coupon activities in Harbin City are implemented in the context of "boosting consumption, promoting growth" deployment and response to the influence of epidemic conditions to support the healthy development policy of market entities.

Shanshan Outlets Shopping Scenery

"From the perspective of the overall operation, the Harbin series of government consumer coupons and enterprises launch reduction allows the supporting supporting activities and financial institutions such as UnionPay to provide funding support to form a superposition effect, which has played an active active to promote consumption recovery, stimulate consumer desires, and support market entities to accelerate recovery development. effect."

The relevant person in charge of the Harbin Commerce Bureau told reporters that the Harbin Commerce Bureau has sent 6 working groups to organize and guide the issuance of government consumer coupons for the district, county (city).

It is understood that the consumer activity plan for the 2022 summer series of Harbin City is brewing, and a series of market incentive policies will continue until the end of the year.

Huarbin Communication Shopping Mall Shopping Scenery

In the next step, the commercial department of Harbin will further investigate how to reduce the use of consumer coupons, reasonable period settings, and increase the conversion rate of consumer vouchers.

During the interview, the interviewed merchants and consumers adopted a series of "helping enterprises" and "help enterprises and benefit the people" policies and measures, including government consumer coupons, praised the Harbin Government.

Shanshan Outlet Mall Shopping Scenery

Zhang Xia, Minister of Harbin Shan Shan Outlet Square Shopping Plaza Co., Ltd., said that during the issue of government consumer coupons, Shashan Outlet passenger flow increased by more than 50%compared to usual, and sales increased by three times the same period.

She said: "At the same time as government subsidies, our mall also took out some funds to cooperate with government consumer vouchers to achieve the superposition effect. I hope that the government will continue this policy to help companies and benefit the people."

Government consumer coupons boost new consumption and corporate digital management transformation

"Through the issuance of government consumer vouchers, the consumer demand of temporarily 'dormant' due to the impact of the epidemic has gathered consumer demand and released consumer potential."

Wang Lifeng, the administrative department of the Outlets (Harbin) Plaza Co., Ltd. in the Fengye Town, commented that government consumer coupons have really played a role in promoting consumption recovery, stimulating consumer desire, and supporting market entities to accelerate the development of development.

Fengye Town Outlets Shopping Mall Shopping Scenery

Under the blessing of multiple continuous rounds of government consumer coupons, the flow of the Outlets in the small town of Maple Leaf has doubled and sales have increased significantly. In addition to making good use of government consumer coupons, Maple Leaf Town also work with UnionPay to try digital management transformation, and use fintech to accurately cover the corresponding population through payment and Internet platforms to reach customers.

According to Wang Lifeng, last year, the cavity trading of the maple leaf town of the maple leaf town exceeded 80 million yuan, ranking third in the province's department stores. From May 7th to May 22nd this year, Maple Leaf Town and China UnionPay jointly invested 5 million yuan to host the first department store in Songbei District for consumption activities in 2022, and successfully attracted cross -scenes to cultural tourism and leisure scenes through commercial scenes. "In just 15 days, 11,800 members were added in the maple leaf town, and sales were 46.42 million yuan, an increase of 7.2 times a month -on -month."

Fengye Town Outlets shopping queuing scene

In the interview, the transformation of the Internet effect and digital operation of government consumer coupons was frequently mentioned by experts, business and consumers. Government consumer vouchers have special value and effectiveness, and their "multiplication effects" and "leverage effects" far exceed the consumption amount itself. In addition to the "multiplication effect" and "leverage effects", the "network effect" of government consumer vouchers has received widespread attention.

Sunac Mao Promotion Advertisement

Some experts said that the government issued consumer coupons will often jointly joint Internet platforms, and Internet platforms obtain platform revenue by providing online payment, transaction support and consumer subsidies.Enterprises and merchants have also seized the opportunity to open up online malls and other forms to expand products and services to online. Consumers have also cultivated the habit of online consumption, guiding consumption and digital economy, laying a more solid industrial foundation for new consumption for new consumption, Play an important role in economic recovery and industrial upgrading.Experts said that with the further expansion of consumer vouchers, the digital transformation trend of the service industry has further accelerated.

Source: Heilongjiang Daily

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