The Spring Festival "Golden Week" lit the first fire of consumption in the Year of the Ox.
□ Xinhua News Agency reporter Lei Songxiao Xu Bo
This year's Spring Festival "Golden Week", Chinese people's consumption enthusiasm is beyond many people's expectations. According to the monitoring released by the Ministry of Commerce on June 5438+1October 3 1, the total retail sales of social consumer goods nationwide reached 290 billion yuan, up by 13.8% year-on-year.
Merchants push 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.
Merchants in Beijing, Shanghai, Jiangsu, Shandong and other places have taken discount, gift giving, lottery and other promotional measures to mobilize consumers' shopping enthusiasm and promote 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 to promote rural market consumption. Shaanxi Province 1 1 Urban District jointly held the "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 industrial and commercial enterprises in the city. More than 200 preferential activities were held, and the profit was about 400 million yuan to consumers.
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, while those in 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, jewelry, clothing, home appliances and other commodities also show rapid growth.
The sales of food, beverage, tobacco and alcohol of national key retail enterprises increased by 23%, 17.5% and 14.7% respectively year-on-year, and assured meat, vegetables, seasonal fruits, health products and gift box wine became the first choice for household consumption and gifts to relatives and friends.
Sales of gold and silver ornaments increased by 17.2% year-on-year, especially gold bars, ornaments, pendants and commemorative coins in the Year of the Ox. Sales of clothing, shoes and hats increased by 14.2% and 12.9% respectively year-on-year, and the sales of some shopping malls doubled than usual. Sales of household appliances and communication equipment increased by 65,438+07.8% and 65,438+08.1%respectively, especially LCD TVs, small kitchen appliances, digital products and electric heaters.
The rural market is booming, and the sales of "home appliances to the countryside" products have increased substantially. The sales 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 brands, specialty restaurants and other popular dining places are sought after by the people, and the economical New Year's Eve dinner from 800 yuan to 1200 yuan is the most popular among consumers.
Seven-day sales of time-honored brands under Beijing Huatian Group increased 18. 1% year-on-year. Among them, Qingfeng Baozipu chain stores and barbecue shops increased by more than 50% year-on-year; Old Xi 'an Restaurant, Houdefu, Liuquanju Bean Bag Store and other old-fashioned shops all increased by more than 20% year-on-year.
On New Year's Eve, all the old brands in Guangzhou were fully booked. The booking volume of New Year's Eve in hotels below three stars in Shanghai increased by nearly 20% compared with the same period of 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 and harmonious banquet", which has increased the cultural meaning of the New Year's Eve dinner.
During the Spring Festival, the turnover of catering enterprises in Chongqing increased by 34.5%, Hebei by 26.4% and Qinghai by 19.6%.
There are many kinds of leisure and entertainment.
During the Golden Week of the Spring Festival, in addition to traditional consumption methods such as shopping and dinner, festivals such as visiting temple fairs, reading, entertainment and fitness are also widely welcomed by the masses.
During the Spring Festival this year, ditan temple fair received 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. The annual "Celebrating the New Year in the Museum" of the Capital Museum attracts a large number of visitors. 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 relive the fun of Chinese New Year when they were young.
Bookstores in Jilin, Zhejiang, Inner Mongolia and other places are crowded, and book sales generally increase by 20% to 30% than usual.
In Chongqing, since noon on the first day of junior high school, many citizens have visited scenic spots in major cities to catch up with temple fairs and celebrate the New Year. Only the activity of "Visiting Wang Yu Temple Fair and tasting folk customs" has received 50,000 tourists. In Guangzhou, all kinds of stadiums and gymnasiums are full during peak hours, and the 17-year-old sports flower show attracts about 20,000 people 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. While enjoying material life, people don't forget to supplement spiritual food.
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", the tourism consumption market in the Yangtze River Delta region is still hot during the Spring Festival Golden Week. Consumer vouchers and travel vouchers issued by Hangzhou and Nanjing have played a role in stimulating consumption. The "100-yuan Tour to Shanghai" featured tourist route launched by Shanghai has aroused the public's interest in traveling, and visiting relatives and friends during the festival has also 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.
Experts believe that the unexpected popularity of consumption in the Yangtze River Delta during the Spring Festival shows that people's purchasing power is still there, and the key is how to "start" 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.
The Yangtze River Delta issued consumer vouchers and travel vouchers to attract tourists.
The consumption boom triggered by coupons has become a bright spot in Hangzhou's Spring Festival consumer market. The conductor of Chun Qing Film World said that 70% of people who come to see movies during the Spring Festival will use coupons, and more than 300 coupons are received every day. In the Oscar movie world, there were five or six more performances on weekends than usual, with a gap of only 10 minutes each, which was a rare sight in the past Spring Festival. The manager on duty said that this kind of excitement, consumer vouchers contributed.
At Cuiyuan Movie World in Wen Yi Road, Hangzhou, the reporter met Hu Yifeng, a third-grade student who came to see a movie with her mother with a coupon.
"I have a coupon. This time I invited my mother to watch the movie Pleasant Goat and Big Big Wolf." Hu Yifeng said that he would go to Xinhua Bookstore to buy books after watching the remaining coupons of the movie.
On June 65438+1October 19, the Hangzhou municipal government began to issue each coupon with a face value of 20 yuan to poor households, retired citizens, disabled people and students, with 200 yuan for each adult and RMB 100 for each student. Vouchers take effect before the Spring Festival and are valid for 3 months. It is used by more than 400 merchants, including Lianhua Huashang Supermarket, Suning Appliance, Yintai Department Store and other brand commercial outlets, 48 tourist attractions in Hangzhou, and local theaters and gymnasiums. At the same time, you can also enjoy certain coupons.
Fu Ruide, deputy general manager of Hangzhou Goldfish Electric Appliance Group Co., Ltd. said: "From the first day to the fourth day of the Lunar New 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 also begun to show results in stimulating tourism. Before the Spring Festival holiday, Hangzhou and Nanjing, two famous tourist cities in the Yangtze River Delta, successively issued plans to issue tourist vouchers, hoping to attract more tourists. The face value of Hangzhou tourist coupons is 10 yuan, each set is 100 yuan, and 400,000 sets are issued, covering Jiaxing, Huzhou, Shaoxing and other Hangzhou metropolitan economic circles, the Yangtze River Delta and even East China, as well as the medium and long-distance tourism market.
Nanjing Tourism Bureau issued 20 million yuan rural travel vouchers to Nanjing residents for their use in rural tourist attractions. Citizens can use travel vouchers in selected rural tourist attractions, or in extended industries such as accommodation and catering in scenic spots.
The reporter learned from the local tourism department that the issuance of tourist coupons attracted tourists to a certain extent, enhanced their popularity, and also played the role of economic leverage, increasing tourism revenue.
Discounts, benefits, profits, promotions, valid results
Zhang Cheng, who came to Nanjing from Maanshan, told reporters that it was right to travel to Nanjing this Spring Festival because he enjoyed many half-price concessions.
From the beginning of the Lunar New Year, citizens from six provinces and one city in East China can enjoy the preferential policy of half-price tickets for 27 municipal scenic spots in Nanjing as long as they hold the Park Year Card in their region and within the validity period. According to preliminary estimates, the total discount is not less than 80 million yuan.
Mr. Zhang took his wife and children to six scenic spots, including Sun Yat-sen Mausoleum, Ming Tombs, Xuanwu Lake and Mochou Lake. He saved a lot of money because of the half-price discount on tickets. "He spent a sum of money visiting two places".
Not only did he save money on air tickets, Zhang Cheng also bought a new Bosideng down jacket at Shanxi Road Department Store in Nanjing, which was 50% off. During the whole Spring Festival, the promotion wars in Nanjing department stores broke out one after another. A few months ago, it was a new winter dress with thousands of dollars. You can buy it at half price now.
Shanghai's Spring Festival promotion is also in full swing. In terms of home appliance sales, Yongle Home Appliances' Spring Festival promotion investment increased by more than 30% compared with the same period of last year, and the whole line earned 30%-40% during the Spring Festival. In terms of tourism, Shanghai Dongfang Green Boat launched 65438+1tickets with half price concessions from October 25th to February 9th, which was very popular among family tourists in the Yangtze River Delta region. From the first day of the first month to the third day of the first month, the park received10.5 million visitors, up 96.3% year-on-year. More than 20 "100-yuan Tour to Shanghai" tourist routes launched by Shanghai Tourism Bureau cover 25 scenic spots in the city, most of which are below 1000 yuan, and the lowest is only 45 yuan. For example, tourists can spend about 100 yuan on a cruise ship on the Huangpu River, climb the Jinmao Tower and visit the Shanghai World Expo Exhibition Center. During the Spring Festival, this "one-day tour of Shanghai by sea, land and air" runs several 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 railway, highway and other transportation departments have ushered in the peak of passenger travel, and Shanghai, Jiangsu and Zhejiang citizens have visited relatives and friends, and Zhou Bianyou has become the mainstream.
It is understood that during the Spring Festival, tourists to Hangzhou are mainly short-term tourists from the Yangtze River Delta. The number of individual tourists in Hangzhou Song Cheng Scenic Area increased by 25% from the first day to the third day of the first month. 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 unique scenic spots such as Purple Mountain and Qinhuai River, famous snacks such as osmanthus duck and duck blood tofu, and leisure places such as Tangshan Hot Springs. Moreover, the trip is not far away, and going out for a trip during the Spring Festival can not only relax your mood, but also be tired of the journey. " Chen Tao said.
Chen Yan, a Shanghai resident, chose to visit relatives in Hangzhou during the Spring Festival. She said that the rapid traffic in the Yangtze River Delta is becoming more and more convenient, and it is not difficult to go back and forth on the same day.
According to the statistics of Shanghai Tourism Distribution Center, more than 30,000 people choose short trips from New Year's Eve to the fifth day of the first month. Among various tourist destinations, Shanghai and its surrounding ancient towns are very 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 unexpected boom in consumption in the Yangtze River Delta during the Spring Festival shows that the key is how to "start" consumption. Lou Jiajun, director of the Tourism Department of East China Normal University, believes that the purchasing power of ordinary people exists. After all, 30 years of reform and opening up have accumulated a lot of folk wealth. A big difference between now and 1998 Asian financial crisis is that people's wealth is very different. The biggest revelation of this year's Spring Festival consumption is "happy consumption", which makes the people pay the bill willingly and happily. All parties should strive to stimulate people's desire for consumption and let consumers really benefit.
After the Spring Festival, the commercial and tourism markets will enter a dull period. To start consumption, the key is that the content determines the form, the value for money, and the services provided by merchants should be constantly innovated.