Spring Festival "Golden Week" ignites consumption in the Year of the Ox.
□ Xinhua News Agency reporter Lei Songxiao Xu Bo
During the "Golden Week" of the Spring Festival this year, China Lao Liping's consumption enthusiasm exceeded many people's expectations. The monitoring and testing released by the Ministry of Commerce on June 5438+1October 3 1 showed that the total retail sales of social consumer goods nationwide was 290 billion yuan, up by 13.8% year-on-year.
Merchants urged sales to promote the "bull market"
During the Spring Festival, shopping festivals, trade fairs, temple fairs and other promotional activities were carefully organized throughout the country to actively expand holiday consumption.
Businessmen in Beijing, Shanghai, Jiangsu, Shandong and other places adopt discount, gift, lottery and other promotional methods to mobilize consumers' shopping enthusiasm and stimulate holiday market sales.
Heilongjiang Province carried out the activities of "delivering goods to the countryside and serving farmers", organized leading enterprises of "thousands of villages and thousands of townships" and large-scale agricultural products wholesale markets to deliver goods to the countryside, and increased consumption in village markets. 1, a city and a region in Shaanxi Province jointly held the "New Year New Year Shopping Festival", which gathered more than 3,000 kinds of new year's goods in China only in the main venue of xi 'an. Guangzhou held the "Happy Shopping Carnival to Welcome the Spring Festival", with the participation of nearly 10,000 industries in the city and more than 200 preferential activities, which benefited consumers about 400 million yuan.
According to the monitoring of the Ministry of Commerce, during the Spring Festival, the sales of key monitored retail enterprises in Hebei, Heilongjiang and Shaanxi increased by 2 1.4%, 2 1.3% and 18% respectively, and Anhui, Henan, Hunan, Chongqing, Gansu and Guangxi increased by 15%.
New year sales are still hot.
During the Spring Festival, the sales of traditional Chinese new year goods such as food, tobacco, alcohol, fireworks and firecrackers are hot, and the sales of gold, silver and precious stones, clothing, household appliances and other commodities are also growing rapidly.
The sales of food, beverage, tobacco and alcohol in the national key monitoring retail enterprises increased by 23%, 17.5% and 14.7% respectively, and reassuring meat, vegetables, seasonal fruits, health products and gift boxes became the first choice for residents to consume and give gifts to relatives and friends.
Sales of gold, silver and precious stones increased by 17.2% year-on-year, and gold bars, ornaments, pendants and commemorative coins in the Year of the Ox were especially popular. Sales of clothing, shoes and hats increased by 14.2% and 12.9% respectively, and sales of some shoes and hats increased by about 2 times than usual. Sales of household appliances and communication appliances increased by 65,438+07.8% and 65,438+08.1%respectively, especially TV sets, kitchen appliances, digital products and electric heaters in LCD.
The rural market is booming, and the sales of "home appliances to the countryside" products have increased substantially. The sales volume of household appliances of leading enterprises in "thousands of villages and thousands of townships" monitored by the Ministry of Commerce increased by 25.6% year-on-year.
The catering industry is strong.
This year's Spring Festival, time-honored restaurants, special canteens and other mass catering consumption places were sought after by Xie Lao Liping, and the economical New Year's Eve dinner from 800 yuan to 1200 yuan was the most popular among consumers.
Seven-day sales of old brands under Beijing Huatian Group increased 18. 1% year-on-year. Among them, Qingfeng Baozipu chain stores and barbecue shops increased by 50% year-on-year; Famous restaurants such as Lao Xi 'an Restaurant, Houdefu Restaurant and Liuquanju Bean Bag Store all increased by more than 20% year-on-year.
On New Year's Eve, all the time-honored restaurants in Guangzhou were fully booked, and the number of reservations for New Year's Eve in hotels below three stars in Shanghai exceeded nearly 20% in the same period last year. Restaurants in Hangzhou, Suzhou and other places offer special services such as "semi-finished dinner" and "packaged dinner" to meet the consumption needs of different consumers. Some catering enterprises in Qingdao have launched theme banquets such as "auspicious banquet in the Year of the Ox", "family banquet" and "warm banquet", which has increased the cultural connotation of the New Year's Eve dinner.
During the Spring Festival, the business volume of key monitoring and testing catering enterprises in Chongqing increased by 34.5%, Hebei by 26.4% and Qinghai by 19.6%.
Entertainment and recreation are rich and colorful.
During the Spring Festival Golden Week, in addition to shopping, catering and other traditional consumption methods, festivals such as visiting temple fairs, studying, entertainment, sports and fitness are also widely welcomed by the people.
During the Spring Festival this year, ditan temple fair * * * welcomed more than 900,000 tourists, a year-on-year increase of 20%. Folk cultural performances such as imitation of Qing dynasty, kneading dough and shaking diabolo have attracted the attention of many Chinese and foreign tourists. Beijing Museum's annual "Celebrating the New Year in the Museum" series of activities attracted a large number of citizens. Children play diabolo, kites and noodles, while adults play with old toys such as clay figurines, gourd paintings and bows and arrows, so that the audience can recall the fun of childhood Spring Festival from the beginning.
Bookstores in Jilin, Zhejiang, Inner Mongolia and other places are crowded, and the sales of books have increased by 20% to 30% compared with ordinary daily life.
In Chongqing, since the noon of the new moon, many citizens have visited tourist attractions in most cities to catch up with temple fairs and celebrate the New Year. Only the activity of "visiting temple fairs in Wang Yu and appreciating people's customs" has welcomed 50,000 tourists. In Guangzhou, various stadiums and gymnasiums were full during Cenling, and the 17-year-old sports flower attracted about 20,000 celebrities to actively participate. In Haikou, the bookshelves of major bookstores are full of customers who are serious about reading books, and there are long queues in front of the checkout counter. People don't forget to supplement energy and food while enjoying the delicious life.
After the Spring Festival, how to make "happy consumption" last?
□ Xinhua News Agency reporter William Wang Zhang Daosheng Gu Ye
Despite the impact of the economic "cold current", during the Golden Week of the Spring Festival, the consumer market of donkey friends in the Yangtze River Delta academic zone proudly prospered. Consumer vouchers and travel vouchers issued by Hangzhou and Nanjing have greatly stimulated consumption. The "Hundred-yuan Tour to Shanghai" special tourist route that started operation in Shanghai has aroused the enthusiasm of citizens to travel, and visiting relatives and friends during the festival has become a highlight of the short-distance tour in the Yangtze River Delta. Due to the special weight of the Spring Festival in the minds of China people, "Happy Consumption" has become a strong support for the consumer market.
Professionals believe that the consumption of schools in the Yangtze River Delta during the Spring Festival exceeds the scheduled date, indicating that people's purchasing power is still there. The key is how to "start work" consumption. How to create a consumption environment, cultivate consumption ability and stimulate consumption desire is a big problem that the government and businesses should consider after the Spring Festival.
Schools in the Yangtze River Delta issue coupons and donkey friends to attract tourists.
The consumption boom inspired by coupons has become a bright spot in Hangzhou's Spring Festival consumer market. The conductor of Chun Qing Film World in Hangzhou said that 70% of the cities that came to see movies during the Spring Festival used coupons, and more than 300 coupons were received every day. In the world of Oscar movies, there are five or six more than ordinary weekends, with a gap of only 10 minutes each, so going to the Spring Festival is a rare sight. The manager on duty said that coupons contributed to the excitement.
In Cuiyuan Film World, Wen Yi Road, Hangzhou, the reporter met Hu Yifeng, a class 3 student who came to see a movie with his mother and coupons.
"I have a coupon. This time I invited my mother to watch the movie Pleasant Goat and Big Big Wolf." Hu Yifeng said that after reading the remaining tickets, he would go to Xinhua Bookstore to buy books.
Starting from 65438+ 10/9, Hangzhou Urban Management Office issued each coupon with a face value of 20 yuan to poor households, retired citizens and disabled students. Everyone 200 yuan, student birth 100 yuan. The voucher lasted for three months during the Spring Festival and has been used by more than 400 merchants, including Lianhua Huashang Supermarket, Suning Appliance, Yintai Department Store and other brand trading outlets, 48 tourist resorts in Hangzhou, and leading local theaters and stadiums. At the same time, you can also enjoy the absolute discount of coupon consumption.
Li Fred, deputy general manager of Hangzhou Goldfish Electric Appliance Group Co., Ltd. said: "From the Lunar New Year to the fourth year, Hangzhou sold more than 50 goldfish washing machines, which was 300% of the sales in the same period last year. 80% of customers who buy these products use coupons. "
Consumer vouchers have the same initial effect in stimulating tourism. Before the Spring Festival holiday, Hangzhou and Nanjing, the famous cities of donkey friends in the Yangtze River Delta, successively issued plans to issue donkey friends vouchers, hoping to attract more tourists. The face value of Hangzhou Lv You coupons is 10 yuan, each set is 100 yuan, and 400,000 sets are issued by * * *, covering the Hangzhou metropolitan economic circle such as Jiaxing, Huzhou and Shaoxing, the Yangtze River Delta, East China and the medium and long-distance tourism market.
Lv You Bureau of Nanjing issued 20 million yuan Lv You vouchers to Nanjing citizens for them to use in Lv You. Citizens can use this card in selected rural tourist resorts or in extended industries such as accommodation and catering in scenic spots.
The reporter learned from the local donkey friends that the issuance of donkey friend vouchers has definitely attracted passengers, enhanced popularity, and also played the role of economic leverage, increasing the income of donkey friends.
Discount and benefit, promote sales and see practical results.
Zhang Cheng, who came to Nanjing from Maanshan, told reporters that he finally came to Nanjing for the Spring Festival this year because he enjoyed many 50% discounts.
Starting from New Year's Eve, citizens of six provinces and one city in East China can enjoy the preferential policy of 50% discount on tickets for 27 municipal scenic spots in Nanjing as long as they keep their park annual cards at their places and within the validity period. According to preliminary estimates, the total discount is not less than 80 million yuan.
On New Year's Eve, Mr. Zhang took his wife and children and went to six scenic spots, including Sun Yat-sen Mausoleum, Ming Tombs, Xuanwu Lake and Mochou Lake. He saved a lot of money because the tickets were 50% off. "He spent a sum of money visiting two places".
Not only did he save the entrance fee, but Zhang Cheng also got a 50% discount on the new Bosideng down jacket in Nanjing Shanxi Road Department Store. During the Spring Festival, the promotion wars of Nanjing department store industry broke out one after another. New winter clothes that cost thousands of dollars a few months ago can now be bought at 50% discount.
Shanghai's Spring Festival promotion is also in full swing. In terms of home appliance sales, the investment in home appliance promotion during Yongle Spring Festival increased by more than 30% compared with the same period of last year, and the profit of the whole line during the Spring Festival was 30%-40%. Traveling in the cloud, Shanghai Dongfang Green Boat launched a 50% discount on tickets from October 25th to February 9th at 65438+/kloc-0, which was very popular among tourists in the Yangtze River Delta Academic Zone. From the first day to the third day of the first year of the year, the park welcomed * * *10.5 million people, an increase of 96.3% year-on-year. More than 20 "100-yuan Tour to Shanghai" routes launched by Shanghai Lv You Bureau cover 25 scenic spots in the city, most of which cost less than 65,438+10,000 yuan, and the lowest is only 45 yuan. For example, about 100 yuan, tourists can take Huangpu River, climb Jinmao Tower and visit the exhibition center of Shanghai World Expo. During the Spring Festival, this "one-day tour of China Sea on water and land" has more flights every day to meet the market demand.
Visit relatives and friends, activate short trips and relax nearby.
From the second day of the Lunar New Year, the Yangtze River Delta welcomes tourists out of Cenling, and people from Shanghai, Jiangsu and Zhejiang provinces visit relatives and friends, and the surrounding donkey friends become the mainstream.
It is understood that during the Spring Festival, short-term tourists entering Hangzhou mainly come from the Yangtze River Delta region. The number of individual tourists in Hangzhou Song Cheng Scenic Area increased by 25% year-on-year, and the main tourists came from Shaoxing, Ningbo, Wenzhou, Taizhou, Shanghai and other surrounding areas. At the same time, the destination of Zhejiang tourists is mainly the Yangtze River Delta.
After the Lunar New Year, Chen Tao, a citizen of Hangzhou, invited a group of friends to visit Nanjing. "Nanjing is an ancient capital with rich cultural accumulation. There are strange holiday resorts such as Purple Mountain and Qinhuai River, famous snacks such as Mu Zhi duck and duck blood tofu, and leisure activities such as Tangshan Hot Spring. Moreover, the trip is not far away. Going out for a walk during the Spring Festival can not only relax your expression, but also not be a servant. " Chen Tao said.
Chen Yan, a Shanghai resident, chose to visit relatives and relax in Hangzhou during the Spring Festival. She said that the Yangtze River Delta has become more and more convenient because of the fast traffic, and it doesn't feel hard to go back and forth that day.
According to the statistics of Shanghai Lvyou Distribution Center, people over 30,000 choose short trips from the New Year's Eve to the fifth day. Among the destinations of donkey friends, Shanghai and its surrounding ancient towns are more popular. In addition, Wuxi Lingshan, Putuo Mountain, Suzhou and other tourist routes are also particularly sought after.
Under the crisis, how to make consumption sustainable?
The consumption in the Yangtze River Delta during the Spring Festival is hot, exceeding the pre-specified date. The key is how to "start work" consumption. Lou Jiajun, director of Luyou College of East China Normal University, believes that Lao Liping's relaxed purchasing power exists. After all, after 30 years of innovation and opening up, many people's wealth has been stuck. A big difference between now and the Asian financial crisis 1998 is that people's wealth levels are very different. The most enlightening thing about this year's Spring Festival consumption is "happy consumption", which makes Lao Liping save money willingly and happily. All parties should make great efforts to stimulate Liping's easy-to-get consumption lust, so that consumers can really benefit.
After the Spring Festival, the trade and donkey friend market will enter a mediocre period and begin to work and consume. The key is that the content determines the form. To get value for money, the businesses provided by the merchants should either stop innovating.