Since this year, China's consumer market has generally shown a recovery and development trend. In the first quarter, the total retail sales of social consumer goods was 10865.9 billion yuan, a year-on-year increase of 3.3%; The contribution rate of final consumption expenditure to economic growth reached 69.4%, which is still the first driving force of China's economic growth. Although the domestic epidemic is frequent, it has brought some constraints to the recovery of consumption in relevant areas. However, on the whole, China's consumer market has strong toughness and great potential, and the overall trend of expanding consumption scale and upgrading consumption structure has not changed. During the "May Day" holiday just ended, there are frequent highlights in the consumer market. Camping, "cloud" fitness and prefabricated dishes have quietly become the "troika" of new consumption during this holiday. Camping, "cloud" fitness and prefabricated food "May Day" are hot During the May Day holiday this year, the cultural and tourism markets were stable and orderly, and "micro tourism" and "micro vacation" became the mainstream. According to the calculation of the data center of the Ministry of culture and tourism, 160 million domestic tourists traveled during the May Day holiday, which recovered to 66.8% of the same period before the epidemic according to a comparable caliber; Domestic tourism revenue reached 64.68 billion yuan, returning to 44.0% in the same period before the epidemic, and consumption remained relatively stable. During the May Day holiday, camping has become the most popular way to travel. Qunar travel network data show that the bookings of camping related products are three times that of last year, the ticket sales of camping parks have increased by more than 40% year-on-year, and the bookings of hotels around campsites in some cities have increased by 1.5 times year-on-year. According to jd.com's consumption, from April 30 to May 3, the purchase of picnic supplies (turnover year-on-year) by users across the country increased by 181%, hammocks by 102%, tents / cushions by 100% and barbecue appliances by 41%. As an emerging industry, camping is still in the development stage in China. Data show that from 2014 to 2020, the market scale of camping camps in China increased from 7.71 billion yuan to 16.8 billion yuan, with a compound growth rate of 13.9%. In addition, the growth rate is expected to reach 18.6% in 2022, and the market scale will reach 35.46 billion yuan. AI media consulting analysts believe that the market scale of camping camps is driven by the growth of the overall tourism market, as well as consumers' tendency to short-distance tourism and closer to experiencing nature, which is expected to continue to grow in the future. During the "May Day" period, affected by the suspension of hall food in catering stores in some regions, the demand for prefabricated vegetables continued to rise and the sales increased steadily. On May 1, the sales volume of prefabricated vegetables on HEMA platform increased five times month on month. The United States offers a variety of prefabricated food and beverage brands. According to the data of Jingdong supermarket, the turnover of prefabricated vegetables during May day increased by more than 250% year-on-year, and the number of sunrise exceeded one million; In particular, the turnover of prefabricated vegetables in Beijing increased by more than 270% year-on-year. Hungry, omnipotent supermarket started the special project of prefabricated dishes, cooperated with supermarkets such as RT mart and Wumart, and launched more than 100 semi-finished dishes and prefabricated dishes in May. During the period from April 28 to May 3, in the consumption of hungry omnipotent supermarket, the consumption of pre prepared dishes, semi-finished barbecue, hot pot ingredients and other foods in Shangchao supermarket soared by two times than before. During the epidemic, "cloud" fitness has become a new trend in home life. Home fitness drives the popularity of home sports. According to the data of JD home appliances, the treadmill increased by 97% from April 29 to May 2. Suning Tesco data show that the sales of rope skipping, yoga mat, yoga ball, treadmill and other sports equipment increased by 197.5% year-on-year; Fast drying T-shirts, sports shoes, sports pants and other sportswear increased by 142.1% year-on-year; Vertical screen TV increased by 102% year-on-year. According to the keep prospectus, the proportion of China's online fitness market will increase from 35.6% in 2019 to 44% in 2020, and is expected to further increase to 60.6% in 2026. In 2021, the scale of China's online fitness market was 37 billion yuan, and it is expected to reach 89.6 billion yuan in 2026. The consumption data of the May Day holiday show that the vitality of the consumer market remains the same, new consumption "rises against the trend", and new consumption will continue to play an important role in China's steady economic growth. Food and beverage industry: consumption toughness and differentiation coexist Since April, listed companies in the food and beverage industry have successively released the first quarterly report of 2022, and the data also shows that China's consumer market continues to recover and improve. In the first quarter of this year, Guizhou Maotai's revenue exceeded 30 billion yuan for the first time, and its net profit also hit a record high, exceeding about 19% of Maotai's previous expectation. In addition to Maotai, many Baijiu companies had a good start in the first quarter. In the first quarterly report released by Fenjiu, shede, yingjiagong liquor, Jinhui liquor and tianyoude liquor, the net profit increased by more than 40%. From the published performance, the first quarter performance of high-end Baijiu and sub high-end Baijiu with a high degree of nationalization is relatively bright. The sales of China's dairy industry are also resilient under the epidemic. Yili's revenue in the first quarter of 2022 was 31.047 billion yuan, a year-on-year increase of 13.47%, and its net profit was 3.508 billion yuan, a year-on-year increase of 24.08%. Miaokolando, whose main business is "focus cheese", achieved a revenue of 1.286 billion yuan in the first quarter of 2022, an increase of 35.24%, and a net profit attributable to the parent company of 74 million yuan, an increase of 29.6%. Experts said that with the change of consumer demand, dairy consumption also began to favor high value-added products such as cheese, and the frequency and type of consumption of dairy products will gradually increase. In the future, China's dairy market will continue to maintain a high growth rate. China has become one of the largest snack food markets in the world. According to AI media consulting data, the growth rate of leisure food industry may reach 7.2% in 2022, and the market scale may reach 1239.1 billion yuan. From three squirrels, liangpin shop, Qiaqia food to Weilong delicious food and Ganyuan food... More and more snack brands have crowded into the trillion yuan leisure food track, and the "first share of snacks" of various sub categories have poured in. The leisure food industry is stimulating new momentum and new increment in the new consumption era. Qiaqia food achieved double growth in revenue and net profit in the first quarter. The main revenue in the first quarter was 1.432 billion yuan, a year-on-year increase of 3.86%; The net profit was 208 million yuan, a year-on-year increase of 5.15%. Many food enterprises hope to break through through business transformation, R & D and layout of prefabricated dishes. Relevant data show that it is expected that by 2026, the market scale of China's Prefabricated vegetables will exceed trillion yuan to 1.07 trillion yuan. Anji food achieved a net profit of 204 million yuan in the first quarter of 2022, a year-on-year increase of 17.65%. Among them, dish products achieved a high growth rate of 129.88%. Experts believe that consumption is not only the starting point but also the end point of the national economic cycle, but also the purpose and driving force of production. It plays a leading role in building a new development pattern with the domestic cycle as the main body and the domestic and international double cycles promoting each other. Once there is an inflection point in the epidemic, consumption will recover rapidly, and from the perspective of the whole year, the overall positive growth of consumption can be expected. (Xinhua News Agency)