In the early morning of November 11, the "double 11" consumption data released by Suning Tesco showed that 30 minutes before November 11, the sales of medium and high-end household appliances of Suning Tesco increased by 43% year-on-year, and the sales of smart home decoration increased by 88% year-on-year; As of 0:45 on the 11th, the sales of 411 small and medium-sized brands on tmall platform had exceeded 10 million yuan, and the turnover of 40 brands had exceeded 100 million yuan... The annual "double 11" once again ignited consumer enthusiasm and demonstrated the vigorous vitality of China's domestic demand market. Highlights such as high-end intelligence and green consumption appear frequently, reflecting the trend of continuous upgrading of consumption structure. The reporter of economic information daily learned that relevant departments are still making intensive deployment in further promoting new consumption, promoting the consumption upgrading of green and low-carbon products and expanding rural consumption. Analysts believe that with the accelerated implementation of a series of policies, the huge domestic demand market potential will be further released. Highlights of high-end consumption and green consumption appear frequently "The sales volume is crazy! Before it was time to celebrate, the company team rushed to urgently transfer goods. Less than 2 hours after the opening of tmall's" double 11 "pre-sale this year, the sales volume reached 1 million pieces, and the pre-sale amount was nearly 130 million yuan, 10 times higher than that in the same period last year." Shen Donglai, co-founder of book by book, marveled. The sales volume of original designer bag brand Gu Liang Jiji also exceeded the expectations of its founder Gu Liang. "Tmall's' double 11 'is expected to sell 70000 bags this year, which is three times that of last year." When the "double 11" comes to the 13th year, the hot consumption scene remains the same. The difference is that the consumption upgrading trend is more prominent, and the consumption potential of the rural market is also continuously released. In terms of high-end consumption, digital products and intelligent products are more popular. On JD platform, the turnover of computer digital reached a new high. Only between 8:00 p.m. on the 10th and 0:00 p.m. on the 11th, the turnover of electronic education category increased by 100% year-on-year, and the turnover of 4K projector increased by 120% year-on-year. 30 minutes before the 11th, Suning Tesco's sales of medium and high-end household appliances increased by 43% year-on-year, smart home decoration sales increased by 88% year-on-year, and smart toilet lid increased by 690% year-on-year. Green consumption also increased significantly. In the first week of the "double 11" consumption season, the sales of energy-saving refrigerators in Suning Tesco stores increased by 67%, the sales of new energy-efficient air conditioners increased by 89%, and the one-stop trade in of mobile phones increased by 186% year-on-year. Within 9 hours after the launch of tmall's "double 11", more than 120000 green appliances were sold, and the sales of new energy vehicles increased significantly. The consumption potential of the rural market continued to be released. Jingdong's new users from the rural market account for more than 77%. In the consumption structure of counties and townships, the proportion of household appliances, medicine and furniture has increased rapidly. The transaction amount of dishwashers, tooth washing machines and floor sweeping robots has increased by 2-3 times year-on-year, and the growth of intelligent household appliances and furniture has reached 5-10 times. Driven by new modes such as e-commerce live broadcasting, many domestic products have achieved strong growth. According to the live broadcast data of Taobao, 184 time-honored brands launched live broadcast this year, and the first wave was officially put on sale. The turnover of 11 time-honored live broadcast rooms such as Caibai jewelry, three gun underwear and Hu qingyutang exceeded one million, of which Caibai became the first "ten million direct broadcast room" among the time-honored brands. In addition, the "double tiktok 11 Festival" launched thousands of key live broadcast to help quality Chinese products and agricultural products to consumers. Fu Yifu, senior researcher of Suning Institute of finance, told the economic information daily that the new trend of "double 11" is essentially the embodiment of residents' consumption upgrading. Green consumption, intelligent consumption, quality consumption, medium and high-end consumption and experiential scene consumption all reflect people's demands for consumption upgrading, including the quality of goods and services, It also includes the focus on consumption experience, as well as the transformation of consumption concept. Measures to promote consumption continued to increase Analysts pointed out that a series of consumption highlights in the promotion season reflect the great potential and toughness of China's consumer market, and many new growth points can be explored. However, the current recovery of consumption is still unstable and unbalanced, and more policies are needed to maintain consumption stability. The Ministry of Commerce said that in order to seize the favorable opportunity of the primary peak selling season at the end of the year, it will focus on three aspects: first, promote the introduction of measures to further promote consumption, improve the energy level of traditional consumption, strengthen efforts to stabilize key consumption of bulk consumption and promote the accelerated development of new consumption; Second, improve urban consumption, cultivate and build an international consumption center city, and promote the construction of pedestrian streets and business districts; Third, expand rural consumption, accelerate the construction of County commercial system, and promote the sinking of enterprise supply chain, logistics distribution, goods and services. As an important growth point of the consumer market, new consumption will also usher in multiple support measures. The Ministry of Commerce has made it clear that in the next step, it is necessary to support traditional commercial enterprises to accelerate digital and intelligent transformation, and encourage the development of new formats and new models such as smart stores and contactless distribution. Promote the standardized, healthy and sustainable development of live e-commerce and social e-commerce, and implement the digital empowerment of life services. In addition, in promoting the consumption upgrading of green and low-carbon products, the Ministry of industry and information technology and other four departments recently issued a document to clearly establish an incentive and restraint mechanism for the sales of green and low-carbon products on the e-commerce platform, and expand the consumption of new energy vehicles, photovoltaic photothermal products, green consumer electrical and electronic products, etc. Stimulate strong domestic demand momentum Favorable policies are expected to further stimulate the release of the potential of the consumer market and consolidate the good momentum of consumption. Guan Lixin, deputy director of the Institute of circulation and consumption of the Research Institute of the Ministry of Commerce, told the economic information daily that in 2021, although the domestic epidemic occurred from multiple sources and points, and residents' travel decreased accordingly, the continuous recovery trend of the consumer market has not changed, and the consumption contribution, scale and structure have increased steadily, showing the strong toughness and vitality of China's consumer market. It is worth noting that market supply and consumption upgrading demand are still expected to form a virtuous circle in mutual promotion. Fu Yifu analyzed that under the pressure of consumption upgrading, the "quality revolution" is expected to further accelerate and drive the all-round upgrading of the industrial end, including product R & D, creative design, performance control, product packaging and marketing. At the same time, local brands will also catch up quickly, pay more attention to commodity quality and value creation, constantly improve product added value and competitiveness, and are expected to shine brightly in seizing the commanding heights of future market and industrial competition. Guan Lixin said that driven by these positive factors, with the effective control of the epidemic, the steady growth of residents' income, the increasing enrichment of market supply, the continuous improvement of consumption platform carriers, the continuous enhancement of residents' consumption confidence, and the superposition of consumption promotion activities and policy effects, the vitality of China's consumption market will be further demonstrated. Looking forward to the consumer market in 2021, Wang Bin, deputy director of the Consumption Promotion Department of the Ministry of Commerce, pointed out that consumption will continue to recover steadily in October and even in the whole fourth quarter. "It is expected that the total social zero is expected to reach 44 trillion yuan, an increase of about 12.5% over 2020 and about 8% over 2019," Wang Bin said. "This also indicates that the total social zero is expected to reach a new high in the whole year, and the huge domestic market advantage will accelerate the formation of a new development pattern," Guan Lixin said. (outlook new era)