Summer "Cool Economy": How to add consumer vitality

Bright Daily reporter Yao Yaqi

A string of neon lights lit the noisy pedestrian street. In Guangzhou, Guangdong, people go to the streets in the night, and in the late night cafeteria, music festivals, and non -heritage night exhibitions, they feel the fun of buying and entertainment at night. In the hot summer day, enjoy the coolness of the paving; pick up the mobile phone and order ice cream, cola, watermelon and other summer foods on the takeaway platform, which has become the shopping habits of more and more consumers in summer.

Since entering the summer, the sales volume of "cool goods" has continued to rise, and the heat -on -like tourism heat tour in outdoor camping and "going north, down the sea" has risen. Hot? How to continue to get hot? The reporter conducted a survey.

1. Continue high temperature, demand for summer demand to open a large consumer market

Entering some electrical stores in Beijing, air -conditioning, refrigerator, electric fan and other summer "must -have for the summer" home appliances are placed in conspicuous positions, and many citizens are buying.

"In recent days, the number of buyers has been more. After entering May and June, sales have ushered in rapid growth." In a brand air -conditioning exhibition area, sales staff told reporters, "Not long ago, Beijing continued to be high temperature, and the number of air -conditioning sales was considerable."

Household appliances such as air conditioners, refrigerators, and electric fans have seasonal characteristics in sales. This summer, the temperature is higher than usual, and it has become one of the reasons for the sales of refrigeration appliances. According to the data released by the China Meteorological Administration, the average temperature nationwide in June this year was 21.3 ° C, which was 0.9 ° C higher than the same period of the same year, the highest since 1961; Essence

The reporter learned that in Taiyuan, Shanxi, Tianshui and other places in Gansu, air -conditioning sales have continued to become popular. Data released by Suning Tesco show that from June 18th to 22nd, some consumers in the northern regions in Shanxi, Shaanxi, Hebei and other consumers purchased air -conditioning products for the first time. In Meituan, the sales volume of summer appliances and cool products increased by 22%and 29%respectively.

Compared with "big pieces", small appliances such as hanging neck fans, hand -holding small fans, and "walking small air conditioners" have also triggered the trend of purchase among young people. The reporter's investigation found that on some e -commerce platforms, many brands of portable small fans have exceeded 100,000 pieces in the past month.

"Recently, the weather has become hotter. People who are afraid of hot people will bring a small fan with a hook -neck, cool and liberate hands." On the social media platform, blogger Xinxin said when he recommended a mini fan. Many consumers also feedback, portable small fans meet the needs of libraries, offices, and traveling when traveling, and have been welcomed by everyone.

Summer demand also drives food products such as cold drinks, ice cream, desserts, and seasonal fruits to enter the peak sales season.

Entering the national botanical gardens, Tiantan Park and other attractions in Beijing, many tourists hold the scenic characteristic cultural and creative ice cream, and many people are lining up to buy; in many shopping malls, stores selling milk tea, juice and other drinks have also attracted A large amount of consumers.

The sales data of many online shopping platforms reflect the popularity of summer food. Buying vegetables in Ding Dong, ice cream and cold drinks have increased by 300%from the previous month; Coke became the king of relief, with an average of over 5 million bottles per day. Since June, the sales volume of products such as ice cream, drinks and mung beans has risen significantly. Among them, the "small pudding" ice cream has increased to 5 times the sales of more than 2,000 counties and cities across the country.

"'Summer Economy' 'high heat is closely related to the season." Yi Shaohua, director of the market circulation and consumer research office of the Chinese Academy of Social Sciences, pointed out that this summer is high, and consumers will produce summer food and refrigeration products. Large demand. At the same time, many e -commerce companies have continued to carry out summer commodity promotion activities such as refrigerators and air conditioners. The promotion is large, attractive, and cost -effective products have stimulated people's consumer demand.

2. Deeply cultivate products, enhance attraction with novelty, quality, and technology

"I started a sunscreen mask this year, which can cover the entire face and neck. Recently, I also saw a lot of new sunscreen recommendations, and they are preparing to start a sunscreen pants." Citizen Tian Tian is buying sunscreen. She told reporters that due to skin sensitivity, in order to cope with the strong ultraviolet rays in the summer, sunscreen products are the rigid needs in her summer shopping list.

From chemical sun protection to physical sunscreen, consumers have increased significantly in sun protection in recent years, and they are becoming more and more diverse. On the streets, people who have parasols can be seen everywhere, and many pedestrians have chosen products such as sun hats, sunscreens, ice sleeves, sunscreen masks.

According to Meituan data, in May, sunscreen and cold stickers increased by 116.7%and 189%year -on -month. The "Taobao Live Sunscreen Report in 2022" shows that from January to April 2022, sunscreen transactions increased by 157.11%, and the growth rate of sunscreen and skin care reached 62.17%.

Facing the "blue ocean" of the sun protection market, in recent years, many manufacturers have launched new products and opened the sales market.

The reporter's investigation found that L.R.C coated double -layer small black umbrellas, sunscreen jackets of hyaluronic acid knitted fabrics, and new sunscreen products such as sunscreen and ice sleeves with ice fiber fabrics are endless. The types of sunscreen and skin care products are also more diverse, including sunscreen spray, sunscreen rods, sunscreen loose powder, sunscreen highlights, etc. "Black Technology", higher sunscreen index, and new styles that are continuously launched have become an important element that attracts consumers to buy. In summer, the demand for people traveling and camping is also high. Some domestic outdoor brands that deeply cultivate the camping market have also given "models" worthy of reference to leverage consumers' needs.

Entering an outdoor brand gathering store, in the camping area, the white tents set up are distinguished. In this immersive exhibition area, all kinds of tents, exquisite outdoor pot suits and other equipment involve all aspects of user needs, and also meet the pursuit of refined and quality of people.

"When I first started camping, I bought many necessary equipment one after another, and I was continuously replaced and upgraded." Outdoor enthusiast Lang Dan shared his experience of buying camping equipment. He said that there are many types of outdoor camping equipment and can meet more camping needs. In addition to the necessary sleep, lighting, dining, etc., if you need to be leisure and taking pictures in the camp, you can also buy a lot of decorations to create an atmosphere.

For how to build a brand and continuously meet consumer needs, Lu Yanhua, the founder of domestic outdoor travel equipment brand Mu Gao Di, has pointed out that more new scenes and new concepts must be launched to lead exquisite camping consumption. At the same time, meet the continuous new needs of consumers, conduct product innovation iterative iterations, and continue to create "explosive products".

Ji Jianming, the founder of domestic outdoor brands, said that it is necessary to understand the user market, develop different products in different regions, and continue to launch more trendy equipment and quality new products for players' needs in order to increase the repurchase rate of customers.

In addition, many summer products have also been replaced by promoting product renewal. With high -tech and health concepts, they meet new needs of consumers and seize the opportunity of summer economy.

"Compared with the previous old models, the new air conditioners currently listed on the market can prevent cold wind blowing and use healthier, as well as high -temperature sterilization, self -cleaning, mobile phone intelligent control, voice and other functions." The personnel told reporters that in addition to the current consumers, in addition to the first buying users, they also include many changing users.

"In recent years, people's living standards have been continuously improved, and the sales of goods such as refrigerators and air -conditioning have been promoted. In addition, the manufacturing technology of air conditioning, refrigerator and other products has been quickly upgraded and upgraded. The needs of life and refining functions have stimulated new desire to buy. "Yi Shaohua said.

For how enterprises and businesses further cultivate products and meet consumers' consumer needs for summer products, Yi Shaohua pointed out that enterprises should apply new technologies such as big data and cloud computing in manufacturing, embedded in agile manufacturing production, and embedded in agile manufacturing production. Methods and actively transform in customized and personalized directions.

Yi Shaohua said that for merchants, it can give full play to its advantages in market data and market analysis, combining with manufacturers 'advantages in product production and design, and launching products that are more suitable for consumers' needs. In addition, it is necessary to pay more attention to brand shapes. Some middlemen, department stores, manufacturers, and manufacturers are united to develop new products with brand characteristics. This is an important direction for future development. At present, air -conditioning, refrigerators and other products can quickly update the replacement, mainly because of this field with a strong manufacturing company with strong brand strength, which can better apply agile manufacturing methods. In the field of consumer goods, many companies' manufacturing capabilities need to continue to be strengthened.

3. Diverse measures, stretch catering, tourism, retail and other industries to recover

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