The annual "Double 11" e-commerce shopping festival has once again aroused everyone's enthusiasm for consumption.
From the initial "shopping" and "fleeing" shopping carnival to now rational consumption and quality consumption have gradually become the mainstream. "Double 11" has witnessed the changes in the consumption upgrading of Chinese people and the transformation of Chinese industries towards high-quality development, and has become an important window to observe the new trends of China's consumption.
domestic products "come out of the circle", and the influence of independent brands has increased
"This year, 'Double 11', the quality is not inferior to that of foreign brands, and the cost-effectiveness is very high." Ms. Li, a Beijing citizen, told reporters that now, high-quality and affordable domestic products have become the first choice for daily shopping.
piece of Zaihuang pearl cream, Fang Huichuntang black sesame balls, Huili shoes... This "Double 11" has performed well in the domestic brand. Taobao live broadcast data shows that during the "Double 11" period, more than 180 time-honored brands started live broadcasts, and the transaction volume of many time-honored brands such as Caibai Jewelry, Sangu Underwear, Hu Qingyutang and other time-honored brands exceeded one million yuan.
In recent years, with the continuous innovation of domestic brands, many brands have ushered in explosive growth. A group of time-honored brands have crossed over and "out of the circle", meeting the multi-level and personalized consumption needs of young people. "National Style" and "National Trend" have become the new favorites of consumers.
The consumer survey report released by McKinsey in 2020 shows that Chinese companies are currently working hard to upgrade the quality, performance and value of their products, and nearly one-third of consumers will choose Chinese brands in high-end products.
Experts said that the strong "counterattack" of domestic products is the continuous improvement of the quality of domestic brands, which is a reflection of the cultural confidence of contemporary consumers. In the future, continuously meeting new consumer needs through product innovation will not only be an important part of the strong "gathering fans" of Chinese brands, but also a key step for domestic products to achieve long-term development.
Energy saving and carbon reduction, green consumption leads the new trend,
"double carbon" target, this year's "Double 11", "low carbon" and "emission reduction" have become hot words, and a green consumption trend has emerged online and offline.
"In the past, I always lost shopping receipts when shopping. Now, with electronic receipts, it is not only more convenient and environmentally friendly, but also redeem green energy on the App." said Ms. Chen, a citizen of Hangzhou.
Relevant person in charge of Intime Department Store introduced that during this year's "Double 11", Intime Department Store launched its first green consumption festival, calling on citizens to consume low-carbon, environmentally friendly and green through recycling of empty cosmetics bottles, bringing their own shopping bags to replace disposable packaging bags, and using electronic receipts for offline shopping.
Green, as the background color of high-quality development, is driving changes in production and consumption behavior.
Suning.com big data shows that during the "Double 11" period, the number of people who traded old for new channels increased by 74%, and the sales of new first-level energy-efficient air conditioners increased by 69%; JD.com has put into use of recycled packaging "Qingliu Box" in more than 30 cities across the country, without tape packaging, and can be recycled dozens of times...
Long Guoqiang, deputy director of the Development Research Center of the State Council, believes that the green transformation of consumption is a reflection of people's needs for a better environment after the increase in income levels, and this trend will bring comprehensive and profound changes to global economic and social development. The
track is "new" and the service consumption space is vast.
"Double 11" has only 4 hours since the opening. The number of JD Life payment orders increased by 8.8 times year-on-year, the number of agency orders increased by 120% year-on-year, and the transaction volume of 9-price HPV vaccine appointment services increased by more than 10 times year-on-year. In addition, new services such as pet health management and home storage and organization are popular with consumers.
As the pace of domestic consumption upgrade accelerates, service consumption has grown rapidly. During the epidemic, the online trend of service consumption is more obvious, and a series of "contactless" services such as Internet medical care, online entertainment and audio-visual have shown explosive growth.
"This year's 'Double 11', the number of car maintenance and other service orders in stores across the country increased by nearly 40% year-on-year." The person in charge of Tuhu Car Maintenance introduced that during the "Double 11" period, consumers can book online and enjoy car maintenance, engine oil replacement, car beauty and other services in offline stores.
Chi Fulin, director of the China (Hainan) Institute of Reform and Development, believes that China is in a critical stage of upgrading its consumption structure. In the next ten or twenty years, the consumption demand of Chinese people in the fields of medical care, health, tourism, vocational education, cultural information industry and other services will continue to expand.
digital intelligence empowers, and the industrial logic is deeply transformed
"Through big data insights, predict popular fabrics, colors and styles in advance, and make precise customizations. Before the product is launched on the production line, you already know who to sell to and where to sell it." said Xiang Ruyi, founder of the clothing brand FANO.
"Generation Z", "Small Town Youth", "New White-collar Workers"... Emerging consumer groups bring more diversified and personalized segmented needs. By importing consumer data to capture potential demands and conducting targeted design and research and development has become the choice of more and more brands. Empowered by digital intelligence, R&D, production, sales and services are no longer isolated links, but mutual penetration to form a complete industrial ecosystem. The changes brought about by
are not only that. This "Double 11" relies on the direct e-commerce model, a number of industrial belt factories have gone from "behind the scenes" to "before the stage"; new business formats such as cross-border e-commerce have developed rapidly, and China's consumption demand has driven the global supply chain to "move"; from "village broadcast", "factory broadcast" to "warehouse broadcast", new models such as live streaming and sales drive agricultural product sales and help rural revitalization...
"We must further promote the transformation and upgrading of the consumer industry structure, promote the supply of goods and services from the middle and low end to the middle and high end, and rely on new infrastructure such as 5G, the Internet of Things, and cloud platforms to accelerate the construction of a "smart +" consumption ecosystem to provide solid support for the release of new consumption potential." Wang Wei, director of the Market Economy Research Institute of the Development Research Center of the State Council, said.
Edit/Wu Pengliang
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