The opinions on further releasing consumption potential and promoting sustainable recovery of consumption issued by the general office of the State Council recently proposed to promote new consumption, accelerate the organic integration of online and offline consumption, expand and upgrade information consumption, and cultivate and expand new consumption formats such as smart products, smart retail and smart tourism. In recent years, driven by technological empowerment and consumption upgrading, new consumption has flourished relying on the deepening application of new technologies such as the Internet, cloud computing and artificial intelligence. In the first quarter of 2022, the overall operation of China's online retail market was stable. According to the data of the National Bureau of statistics, the national online retail sales reached 3.01 trillion yuan in the first quarter, a year-on-year increase of 6.6%. Experts believe that new consumption is in line with the trend of rapid upgrading of residents' consumption to development, enjoyment and quality consumption, and has become a new space for consumption growth and a new driving force for economic development. Continuous application of digital technology "The effect of 'try on' is very good. Even the pointer of the watch moves in real time and is synchronized with the current time. This degree of reduction gives me a very intuitive reference when selecting a watch." Chen Ling, a "post-90s" girl who lives in Beijing, wants to buy a watch as a birthday gift through the online platform. On the dewu app, she "tried on" several watches through the augmented reality (AR) function. She had an in-depth understanding of the size of the watch dial, metal texture, leather texture, and even the carved details such as the strap and buckle, and finally chose one. Wristwatches can be "tried on", trendy shoes can be "tried on", lipstick can be "tried on", and works of art will be "on the wall"... Thanks to the continuous innovation of the content platform in the application of digital technologies such as AR, young consumers are getting more and more immersive shopping experiences. In nearly 10 consumer categories such as sneakers, beauty makeup, bags, accessories and fashion art, consumers can not only feel the size, detail characteristics and wearing effect of goods through AR and 3D functions, but also view the AR models of some goods by scanning the "identification certificate", so as to obtain product quality assurance and improve the sense of security of online shopping. It is understood that new consumption refers to the use of various new technologies to achieve efficient matching between supply and demand, production and marketing, and form a series of new formats, new models, new scenes and new services, so as to effectively meet consumers' demand for better products and services and promote the high-quality development of consumption. In recent years, driven by technological empowerment and consumption upgrading, new consumption has burst into new vitality. "New consumption is not static, but constantly changing with technological progress and the level of economic and social development." Wang Yun, deputy director of the Institute of foreign economics of the Chinese Academy of macroeconomic research, believes that new consumption has obvious characteristics of digitalization, networking and intelligence, mainly including online commodity retail formats such as online shopping, "Internet + service" and other online service formats, new modes such as contactless consumption, and new platform and sharing consumption formats. During the epidemic prevention period, contactless business models and formats such as smart supermarket, smart store, smart restaurant and smart business district developed rapidly, and online entertainment, online fitness and online tourism became a new driving force for the restorative growth of consumption. According to the report of China's online medical information center, the number of users in China's online medical information center has increased by 38.9% year-on-year, with the number of users in China's online medical information center growing by 1.2 billion in 2021. Online and offline deep integration On the way, the electric vehicle suddenly has a flat tire, no electricity and can't drive... These troubles make many consumers very cautious when buying electric bicycles. A few days ago, Ms. Li, a citizen of Nanjing, Jiangsu Province, encountered a flat tire of an electric car on her way to work and couldn't find a repair point. She opened the mobile client she downloaded when buying Hello electric car, sent real-time location and rescue type in the road rescue service options, and then placed an order. In less than 5 minutes, the staff of the nearby electric car store contacted her and rushed to the scene more than 10 minutes later to mend the tire quickly. Because the electric car she bought is still in the "Three Guarantees" period, there is no charge for this service. Nowadays, electric vehicle road rescue service is developing towards platform and intelligence. According to the relevant person in charge of Hello electric vehicle, after consumers buy electric vehicles, vehicle information will be entered into the background digital system, which not only realizes the rapid response of road rescue and order distribution, but also makes the charging open and transparent. During the "Three Guarantees" period, there is no charge for parts replacement and door-to-door service. After exceeding the "Three Guarantees" period, the system will automatically calculate and generate relevant fees according to the vehicle model and parts to be replaced, and the store responsible for maintenance cannot interfere with the price. At the same time, establish service process monitoring process, service work order "one single settlement", praise reward, online service order differential settlement and other modes to ensure high-quality service. The integrated development of online and offline, formats and scenes is becoming one of the typical characteristics of new consumption. Online ordering and booking, offline experience and distribution are becoming more and more common, and online and offline integrated consumption has increasingly become the dominant consumption mode. Affected by the epidemic, many market entities took the initiative to "go online". In the food and beverage markets such as Hubu Lane in Wuhan and Zhen Street in Beijing, some restaurants are less cannibal, but online orders are very hot. In Zhejiang Yiwu International Trade City, the salesman of the foreign trade company held a selfie stick and pointed to the goods to inquire for foreign merchants at the other end of the mobile phone. "Cloud procurement" and "online shopping" have become a new way of foreign trade. Major online e-commerce platforms actively expand offline layout. Recently, Jingdong app launched the "Jingdong new department store" channel, focusing on famous brands and starters from around the world, restricted products, gift box sets, reverse customized new products, etc; It will also lay out offline physical stores of new department stores nationwide to realize the integration of online and offline scenes. Experts believe that compared with traditional consumption, new consumption has strong innovation, growth and adaptability, especially the deep integration of online and offline, creating new space for medium and long-term growth. Continuously tap consumption potential "It's so cost-effective. You can use consumption vouchers whether you go to supermarkets, hotels or scenic spots. Similar consumption benefits attract me." During this year's "May Day" holiday, Ms. Wang, a citizen of Haikou, Hainan Province, used several consumption vouchers; She also bought "Hi you fu bag" to travel to Haikou by "Fu bag bus". Although she failed to win the prize, the coupons passed by the business district made her feel very valuable. From May 3, Haikou City has issued Haikou economic promotion coupons to citizens and tourists for 13 consecutive days. The first batch of coupons covers 13000 offshore duty-free coupons and 5200 living coupons. Beijing, Guangzhou, Shenzhen, Yunnan and other places have issued consumption vouchers, Chengdu has created a digital consumption life festival, and Hangzhou has opened a digital intelligence new consumption and Wensan Digital Life Carnival... Recently, many places have continuously explored the potential of new consumption through the combination of online and offline. Under the active cultivation of many places, new consumption scenes with local characteristics are taking shape. In Beijing, the new "Internet +" consumption model has been growing through the improvement of policy systems such as online retail, "Internet + circulation" and cross-border e-commerce. In Guangdong, the construction of infrastructure such as 5g network, data center and industrial Internet has become an important starting point for the development of new consumption. Last year, 46700 5g base stations were newly built in Guangdong, with a total of 170000 built. Units above the quota achieved a 22.5% increase in retail sales through public networks With the continuous development of new consumption, how to get through the blocking points restricting consumption has become the key in the next step. Yi Shaohua, director of the Circulation Industry Research Office of the Institute of financial strategy of the Chinese Academy of Social Sciences, suggested that we should fully implement the negative list system of market access, guide the flow of production factors to the development fields of new business forms and models, promote the transformation of production mode, and pay more attention to the improvement of technology, process and function; Deepen the reform of tax and financial system, reduce the burden on enterprises, and make funds efficiently and spontaneously enter emerging fields with development prospects; Establish a cross departmental and cross regional data sharing platform and collaborative management mechanism to improve the ability of modern governance; Optimize the business environment, further stimulate the development momentum of new consumption by reducing market transaction costs, strengthening the qualification evaluation of new consumption enterprises, and improving intellectual property protection and its supporting system. (outlook new era)