Attention: E-Commerce Online Shopping Festival Reflects Multiple Consumption Situation

In June, the situation of Litchi in Guangdong is mixed. The good news is that this year's litchi harvest, before and after the "618 e-commerce online shopping festival", the delivery volume of litchi increased nearly 1.5 times compared with the same period of last year; The worry is that affected by the epidemic situation, litchi mainly by air transport is not smooth out of Guangdong.

"SF timely adjusted the plan to provide multiple guarantees for all links of seasonal product transportation." Tan Jinghua, sales director of SF express, told reporters that as of June 14, the 66th full cargo plane of SF Airlines officially joined the fleet, giving priority to ensuring the delivery of lychee from Guangdong to meet the delivery demand.

This "small episode" of e-commerce online shopping festival reflects the multiple colors of the current consumer market: there are not only innovative ways of "Internet + physical commerce" to comprehensively improve the circulation efficiency, but also the pressure brought by the epidemic situation to consumption recovery. We can also see the reform of China's consumer market, the rise of the sinking market and the trend of consumer Internet's transition to industrial Internet.

　　 "Guochao" becomes a new consumption fashion

"Regardless of whether it's" 618 "or" double 11, "it's definitely the live broadcast platform that's ahead." Speaking of shopping experience, "post-90s" Anhui girl Liu Wan is very excited. She told reporters that Weiya, Li Jiaqi and other live e-commerce companies generally started the first wave of pre-sale at the end of May, and paid off the balance at 0:00 on June 1, "I don't have to wait until June 18 to buy what I want to buy.".

"At present, great changes have taken place in the needs of consumers and the way and content of communication with consumers." Xu Lei, CEO of Jingdong retail group, said. At the same time, with the acceleration of consumption upgrading, the market is more subdivided, and the sinking market, silver hair economy, community consumption and instant consumption also show a broad space.

Under the dual effects of changes in consumer groups and channel changes, the market recognition of domestic brands has been continuously improved, "Guochao" is becoming a new consumption fashion“ "618" made a good start. Tmall set up exclusive venues for time-honored brands for the first time, with an overall turnover of more than 1 billion yuan, and the daily revenue of 61 time-honored brands reached 1 million yuan.

According to JD big data, compared with the year-on-year growth of international brands, the turnover growth of Chinese brands will be 6% higher, the number of brands will be 5% higher, and the number of users will be 18% higher. Among the top 10 consumer brands, domestic products occupy 7 seats, among which Huawei, Xiaomi, Maotai, glory, Gree, Li Ning, Wuliangye and other brands are widely concerned.

"Since the beginning of this year, China's economy has accelerated its recovery, its endogenous kinetic energy has increased, and its consumption has continued a good recovery trend." Zou Yunhan, an associate researcher at the Economic Forecasting Department of the state information center, said in an interview with the economic daily.

　　 E-commerce service for agricultural products "up"

Consumer demand for high-quality agricultural products has exploded. According to Jingdong big data, since this year, users' search times on producing areas have exceeded 2.5 times of the same period in 2020, and Yunnan, Xinjiang, Sichuan and Hainan are the most searched agricultural products producing areas; The consumption of agricultural products in producing areas also showed a high multiple growth“ During the "618 e-commerce online shopping festival", the additional purchase amount of high-quality agricultural products was more than three times of the usual.

"The core point of the development of high-quality agricultural products is to break through the blocking points in the circulation process and avoid blindly pursuing low prices." Li Yongjian, director of the Internet Economy Research Office of the Institute of financial strategy, Chinese Academy of Social Sciences, said that the e-commerce platform can better solve the problem of information asymmetry in the marketing process of high-quality agricultural products, realize visualization through the whole process of the supply chain, and ensure the quality of agricultural products.

Liu Decheng, director general of the Circulation Development Department of the Ministry of Commerce, said that it is necessary to strengthen the overall planning ability of county-level e-commerce public service centers, provide services such as market development and resource docking for e-commerce enterprises, family farms, farmers' cooperatives and other entities, and enhance the upward ability of e-commerce to serve agricultural products.

Bai Ming, deputy director of the International Market Research Institute of the Ministry of Commerce, believes that in the process of building a new domestic and international dual cycle development pattern, the digital economy will optimize the allocation of supply side resources and demand side space more closely.

　　 Supply side upgrading

During the period of the 14th five year plan, China should speed up the cultivation of a complete domestic demand system, which requires breaking all kinds of obstacles and limiting factors that hinder the marketization of production factors and circulation of Commodity services, reduce the transaction cost of the whole society, and form a dynamic balance of demand pulling supply and supply creating demand.

This year, more than 200 industrial clusters resonate with Jingdong's "618 e-commerce online shopping festival". Within 15 minutes of the beginning of the 18th, the sales of computer digital products led to a 15 fold increase in business turnover of digital industrial belt platform in Jiangsu, Zhejiang and Shanghai.

Zhang Jun, Dean of the school of economics of Fudan University, believes that different from the winner take all logic in the development of consumer Internet, under the industrial Internet Ecology, the collaboration and cooperation of supply chain enterprises in the industrial system will become the norm, and the transition from consumer Internet to industrial Internet is an irresistible trend.

At present, the deep integration of digital economy and real economy has changed from "transaction efficiency" to "transaction efficiency + industrial efficiency". In the future, the deep integration of the digital economy and the real economy needs to meet the infrastructure investment in the digital era, which not only includes the faster and more accurate transmission of information, but also includes the realization of products and services from the supply side to the demand side in a more efficient way.

(source: Economic Daily)