Beijing issued "green energy-saving consumption coupons", each coupon package has a total amount of 1,500 yuan, and can purchase 21 categories of qualified green energy-saving products; Chengdu issued digital RMB online consumption coupons, with a total amount of 160 million yuan; Taiyuan 22 types of digital consumer vouchers in 5 categories have been put on the market, with a total financial investment of 420 million yuan... Recently, consumer vouchers have been issued in many places across the country to boost the vitality of the consumer market. A reporter from
found that consumer coupons can boost consumption. However, in order to better play their role, the issuance and use process of consumer coupons should be further optimized and improved.
Consumer vouchers work hard to promote the recovery of consumption
The General Office of the State Council issued the "Opinions on Further Release of Consumption Potential to Promote the Sustained Recovery of Consumption" on April 25, requiring comprehensive policies to release consumption potential and promote the sustained recovery of consumption, and proposed 20 policy measures in 5 aspects .
Issuing consumer coupons is one of the means introduced by various places to promote consumption. Judging from the categories involved, in addition to the catering, cultural tourism, entertainment and other industries affected by the epidemic, many provinces and cities have begun to issue automobile consumption coupons. For example, Shandong plans to invest 500 million yuan and issue 150,000 automobile consumption coupons. ; Others are related to local pillar industries, such as Foshan, Guangdong, which issues consumer coupons for home appliances.
"Government funding, platform support, and merchant cooperation." Sun Yacheng, a professor at Tsinghua University School of Economics and Management , said that consumer vouchers are generally funded by the government and then distributed online in cooperation with Internet companies or e-commerce platforms. Some platforms Matching subsidies will also be provided.
Picture source: "Beijing Municipal Commerce Bureau" WeChat public account
reporters found that this year's consumer coupons in various places are mainly distributed through WeChat public accounts, WeChat mini programs and various Internet Apps. The coupon distribution methods include timed coupon grabbing, lottery and lottery. wait. The third-party business platforms we cooperate with mainly include WeChat, Alipay, JD.com and Meituan . Professor Zeng Fu'e of the School of Economics and Management of Wuhan University Zeng Fu'e said that payment platforms represented by Alipay and WeChat are characterized by wider consumer coverage; while Meituan, as a local life service platform, is closely related to offline physical merchants More connected.
A report jointly released by of Peking University Guanghua School of Management and Ant Financial Research Institute shows that the government’s 1 yuan consumption subsidy can drive an average of more than 3.5 yuan in new consumption. According to statistics from many places and payment platforms, the leverage effect can reach 5 times or even 10 times. Data from the
WeChat platform shows that from 2020 to 2021, WeChat Pay actually wrote off 22.9 billion yuan of various discounts, stimulating social consumption of 520 billion yuan. Taking Yinchuan, Ningxia as an example, from the beginning of March to June 6 this year, 13 rounds of government consumption coupons have been issued, with 2.6 million participants, more than 557,000 online write-offs, a direct transaction volume of 150 million yuan, and an indirect consumption of 1.9 billion yuan. .
Cao Zhongxiong, executive director of the Digital Strategy and Economic Research Institute of China (Shenzhen) Comprehensive Development Research Institute, believes that issuing consumer vouchers in different categories such as catering, accommodation, tourism, automobiles, etc. can not only achieve the effect of targeted assistance to specific industries, but also attract Merchants and enterprises will launch more personalized profit-sharing discounts, which in turn will drive upstream and downstream recovery, encourage enterprises to expand production and investment, and achieve a virtuous cycle of the economy and industry.
Issuance and use rules need to be further improved.
Reporters investigated and found that there are some issues worthy of attention in the issuance and use of consumer coupons in some places.
- distributed online, it is difficult for some older consumers to grab it. Some older consumers reported that although there are many "red envelopes" for consumer coupons, they can grab very few, because currently consumer coupons are generally issued online, and the ones with high value are snatched up in a few seconds; they are very interested in smartphones. Young people are not familiar with using it, and it is difficult to pay attention to the information pushed by various mobile apps in a timely manner. Even if they pay attention, the speed of grabbing coupons is not as fast as that of young people.
- Some coupon usage rules are incomplete. A netizen in Shenzhen purchased a mobile phone worth 2,899 yuan on a shopping platform and used a consumer coupon. Later, he applied for a refund due to personal reasons and wanted to buy it again. However, the platform did not refund the consumer coupon after the refund. “The coupons we worked so hard to grab are in vain."On the Black Cat Complaints platform, many people reported the same problem.
"I grabbed food coupons to consume, but when I checked out at the hot pot restaurant, the waiter said that the cost of the pot, the cost of tea, and the cost of drinks were all. cannot be counted. "Ms. Liu from Guangzhou told reporters that she originally calculated that the coupons could be used for 400 yuan or more, but when she settled, she found that the part of the coupon that could not be used was 70 or 80 yuan. The merchant said that she had the right to interpret independently.
- Some consumers The coupons were traded and resold. The reporter’s investigation found that some people used plug-in programs to grab coupons, and some people used virtual positioning to grab coupons in other cities and then resold them. Some people used "pay on behalf of others" to sell coupons. "The method is to sell the coupons grabbed at a discount to real consuming customers.
The reporter saw a popular local restaurant in the Beijing Road business district of Guangzhou. Some citizens who were waiting for a table told the reporter that coupons can be used in this store. "It doesn't matter if you didn't grab the coupon. After taking a photo of the seat number, send it to the 'scalper' via WeChat and they will settle the bill. "The payment through "scalpers" is 10 yuan more than using consumer vouchers directly.
Professor of the National School of Development of Peking University Shen Yan believes that when consumer vouchers are transferred, traded or even cashed out, some may be due to loopholes in the design mechanism itself. , the problem can be solved through technical means; if it is a large-scale, gang-style resale, it will not only disrupt the market order, but also lead to a greatly reduced policy effect. Administrative and legal means can be used to deal with it
and use precise efforts to amplify the effectiveness of consumer coupons
. Experts interviewed said that the key to using consumer vouchers to boost consumption is to turn government subsidies into "fuel boosters" to stimulate the growth of consumption in a short period of time, which will eventually be transmitted to the production and supply side and drive the recovery of the entire economic chain. How to make good use of consumer vouchers.
Zeng Fu'e believes that in order to stimulate the growth of consumption in a short period of time, the government's target group should be those consumers with low incomes or those affected by the epidemic. "It can be done in batches. Multi-platform issuance, dynamically determines the issuance of the next batch of consumer vouchers based on the write-off rate, and improves the efficiency of issuance and use of consumer vouchers; the digital technology can also be used to track the issuance effect in real time, and continuously improve the delivery method, so as to more accurately Consumption vouchers are given to those in need. "
" can issue consumer coupons mainly online and supplemented by offline. "Sun Yacheng suggested that some paper consumption coupons can be issued as a supplement, such as cooperating with some local shopping malls, supermarkets, convenience stores and other offline venues to issue some consumption coupons to specific groups.
Shen Yan believes that the central bank can be The combination of digital renminbi and consumer vouchers ensures that funds can be used in targeted and regular ways. In order to promote the continued recovery and upgrading of consumption, it is also necessary to accelerate the development of emerging consumption and green consumption, which is conducive to leading and creating new demand with high-quality supply and promoting Forming a strong domestic market. At present, Beijing, Zhengzhou and other places have successively issued green energy-saving consumption vouchers to encourage consumers to purchase green energy-saving products.
Zeng Fu'e suggested that the government can limit the amount and frequency of use of consumption vouchers, strengthen big data analysis, and strengthen Screen abnormal transaction records and try to avoid using false transactions to cash out through technical means, so that consumer coupons can truly become a "fuel booster" for the recovery of consumption across the entire chain.
In addition, the reporter learned that reselling and cash-out consumption have recently occurred. Phenomenons such as coupons have attracted the attention of the public security organs. It is believed that measures will be taken to crack down on the illegal use of consumer coupons such as subjective viciousness, speculation for profit, and large-scale malicious cash-out.
Reprinted from: Xinhua Viewpoint
Original title: "Many places across the country. Market Observation after the issuance of consumer vouchers》
Reporters: Hu Linguo, Wu Wenxu, Yang Wenxi
Participating in the interview: Sun Tong
Visual: Song Jia
Source: Ban Yue Tan
