At 8:00 p.m. on May 31, the 2022 "June 18" Shopping Festival officially opened. In only 10 minutes, the sales of several brands exceeded 100 million yuan. Consumers are enthusiastic and e-commerce platforms are booming. It is worth noting that many consumers said that there were many service-oriented goods in the shopping cart this year. "I bought the car washing service of Beijing Tokyo chehui. It was only 20 yuan during the 'June 18' period, which was much cheaper than offline car washing stores." Chengdu citizen Xiao Zhang placed her first "6.18" order this year, and also planned to rush to buy three times of housekeeping services, about 300 yuan less than usual. Beijing citizen Xiao Yang also bought service-oriented goods for his family. "I bought my parents two health check-up packages, one of which costs 925 yuan on weekdays. Now the two packages only cost 1180 yuan, which is equivalent to a 70% discount. Instead of orally urging my parents to have a health check-up, I'd better buy two health check-up packages directly, which is convenient and affordable. I'll take them on weekends!" From car washing and maintenance, housekeeping and cleaning, to decoration and physical examination, service-oriented commodities have been favored by young consumers in recent years. On the evening of May 31, within 10 minutes, the online sales volume of the oil maintenance package of JD jingche association increased by 135% year-on-year, and the orders for automobile film installation increased by 150% year-on-year. The sales volume of Jingdong hourly shopping and Jingdong home shopping increased by 175% year-on-year. In the first half of this year, catering, tourism, accommodation and other service industries were greatly affected by the epidemic. As the most important online shopping festival in the first half of the year, "June 18" played an important role in driving the recovery of the service industry. Relying on Internet technology, service businesses attract consumers through discount, full discount and other promotional activities. "The digital transformation of China's traditional industries has accelerated, and some traditional service-oriented consumers have also begun to try the 'online order + offline experience' model. Young consumers, who are indigenous to the Internet, pay more attention to the online reputation of service providers. By using the 'online order + offline experience' method, they can better choose merchants with good credit and good service, and improve their purchase experience." Hong Yong, an associate researcher of the E-commerce Research Institute of the Research Institute of the Ministry of Commerce, told our reporter that the new model of "online order + offline experience" in the service industry not only improves the shopping experience of consumers, but also injects vitality into the high-quality development of the consumer market and economy. The annual "6 · 18" is the most important promotion activity of online retail in the first half of the year, and has become an important window to observe the consumption trend in China. Behind the hot service-oriented consumption is the continuous upgrading of the consumption structure. "With the rapid development of China's economy and the continuous improvement of residents' income level, after meeting the basic material consumption, consumers have gradually shifted their consumption goals to the service-oriented consumption represented by housekeeping and education. In recent years, the growth rate of domestic service-oriented consumption is faster than that of physical consumption, and the proportion is increasing. Service-oriented consumption reflects the changing trend of consumption structure and is an important direction for China's consumption upgrading in the future. ”Said Hong Yong. Last year, the national per capita service consumption expenditure was 10645 yuan, an increase of 17.8% over the previous year, 4.2 percentage points faster than the national per capita consumption expenditure; Per capita service consumption expenditure accounted for 44.2% of household consumption expenditure. Experts pointed out that service consumption is an important driving force for cultivating the domestic demand system, and also an important focus for China to accelerate the construction of a new development pattern with the domestic big cycle as the main body and the domestic and international double cycles promoting each other. From the perspective of trends, China's consumer market still has great potential, especially the service-oriented consumption has great growth space under the background of consumption upgrading. (outlook new era)