Xinhua News Agency, Shanghai, September 18th question: Shanghai: The consumer market is changing quietly, and you feel how much it is "new"
Daxue Road, located in Yangpu District, Shanghai, has returned to its former glory. Although branches blown by the wind are still scattered on the streets, local residents' enthusiasm for consumption has not diminished, and long queues have formed in front of many restaurants.
At present, it is the peak consumption season of "Golden Nine and Silver Ten", and all sectors of society are also making efforts to activate the "pool of spring water" in the consumer market. As a major consumer city in the country, Shanghai's consumer market is showing an increasingly strong "innovative force".
Use "replacement" to promote "renewal"
html On September 15, the first day of the Mid-Autumn Festival holiday, the Suning.com store located in Wujiaochang Business District, Yangpu District, Shanghai was bustling with activity."It's very cost-effective to buy electrical appliances now. The store's own discounts and the bonus of the 'old for new' policy saved nearly 8,000 yuan on the TV we bought." Ms. Liu, who was buying a TV, told reporters. A clerk at a TV brand store said that driven by the new round of "old-for-new" policy, the number of consumers buying TVs has increased a lot recently, and the sales of goods in the store have also doubled.
In early September this year, the Shanghai Municipal Development and Reform Commission and the Shanghai Municipal Finance Bureau jointly issued the "Shanghai Implementation Plan on Further Intensifying Efforts to Promote the Trade-in of Consumer Goods for New Products". The plan coordinated and allocated more than 4 billion yuan in funds, which was higher than the consumption-promoting subsidies arranged in the past years. The amount of funds ensures that it benefits more consumers.
In a Suning.com store in Changning District, Shanghai, slogans for the “old for new” subsidy campaign can be seen everywhere. Photo by Xinhua News Agency reporter Zhou Xinyi
Compared with the past, the scope of subsidy categories for this round of "old-for-new" has also been further expanded. A new subsidy policy for electric bicycles for old-for-new has been added, and the scope of subsidies for home appliances, home decoration, home furnishings, and aging-friendly products has been expanded. The reporter found that at least 80% of the products in the mall participated in subsidy activities, and vacuum cleaners, floor washers, sweeping robots, steam ovens, etc. were all labeled with government subsidy signs.
There is no doubt that the "old for new" policy has a driving effect on social consumption. As far as Shanghai is concerned, from the launch of a new round of green smart home appliance consumption subsidy policy on March 30 this year to the end of August 18, a total of 240,000 consumers participated in the event, driving the sales of event merchandise to increase by more than 20%.
From "only" to "all"
"I was browsing Taobao two days ago and accidentally discovered that the IP peripheral products I like can be paid with WeChat. It feels much more convenient than before when I could only pay with Alipay." One person A "two-dimensional" enthusiast from Xuhui District, Shanghai told reporters.
Previously, Taobao and Tmall respectively issued relevant announcements stating that in order to improve consumers' shopping experience, they planned to add WeChat payment capabilities and gradually open them to all sellers (merchants) 7 days after the announcement.
Some analysts believe that for consumers, the diversification of payment methods available when shopping on Taobao also means that the independent space for consumption is expanding; for platforms and merchants, more potential new users are also expected to enter Taobao Ecology, especially some users who prefer to use WeChat payment, may become a new addition to platform merchants.
"In addition to offline purchase channels, our coffee beans are only sold on the Taobao platform." The owner of a boutique coffee shop in Shanghai said that with the implementation of WeChat payment on the platform, he believes that it will drive the online sales of his own products to increase. The transformation of
payment methods from "only" to "all" is also a "breaking of barriers" and interconnection between platforms. This not only creates a better shopping experience for consumers, but also creates a better shopping experience for merchants on the platform. Multiple business growth opportunities.
From "full stomach" to "rich brain"
This summer, various cultural exhibitions in Shanghai have attracted waves of enthusiasts, among which the appeal of "two-dimensional" culture is particularly eye-catching. From ccg expo (China International Cartoon and Game Expo) to bilibili world, and then to chinajoy (China International Digital Interactive Entertainment Expo), these three comic exhibitions held in July attracted more than 1.1 million visitors.
It is worth noting that more and more "two-dimensional" cultural activities are held in shopping malls. Bailian zx Fun Center on Nanjing East Road, Jing'an Joy City, Dimei Shopping Center, New World City, etc. located in the People's Square business district, Metro City, tpy Center, etc. located in the Xujiahui business district are all "two-dimensional" A check-in place often visited by enthusiasts.
Coincidentally, drama performances in many shopping malls in Shanghai are also attracting audiences from all over the country. The cultural phenomenon of "traveling to a city for a play" is also very popular. In the shopping malls within a few kilometers of People's Square in Huangpu District, there are dozens of small theaters with new performing arts spaces, where various performances are performed every day.
The popularity of cultural consumption reflects the current upgrading of consumer demand from "full stomachs" to "rich brains", and culture is also becoming a catalyst and accelerant for consumption. Empowered by different forms of culture, it is becoming more diverse and novel. consumption format is quietly taking shape.
During the Mid-Autumn Festival holiday that just passed, many antique enthusiasts dressed in Hanfu came to Yu Garden, Jinchao Lane 8 and other landmarks to take photos and check in. "Wearing traditional clothes to check in at a traditional cultural landmark can be regarded as a sense of ritual during the festival." said Ms. Li, a lover of ancient style.
In the golden autumn, various districts in Shanghai are leveraging resources such as characteristic neighborhoods, commercial carriers, waterfront spaces, and parks, combining traditional culture and popular culture to create new business formats that can be visited, admired, and played everywhere, and spurred a new upsurge in urban consumption. .
