Consumption is the first driving force of economic growth. Recently, due to the impact of the COVID-19 epidemic, consumption growth has been restrained to some extent, but on the whole, the characteristics of China's consumer market with great potential and strong resilience have not changed. According to the data released by the National Bureau of statistics, in March this year, the total retail sales of social consumer goods turned from growth to decline year-on-year, and the recovery of consumption was under further pressure; In April, the total retail sales of consumer goods fell by 11.1% year-on-year, and the sales of non essential commodities and the catering industry were significantly impacted. In this regard, all localities have taken measures to stimulate consumption potential, expand consumption demand, boost consumption confidence and promote consumption recovery. Consumption coupons and discount activities Under the influence of the epidemic, consumer vouchers and discount activities have become one of the important means to stimulate consumption potential. They have been included in the policy toolbox to promote the recovery of consumption in many places, and have been effectively boosted by a series of supportive policies. From June to October 2022, Beijing will issue green energy-saving consumption vouchers to consumers in Beijing on the online platforms owned by relevant enterprises, which can be used online and offline. Consumers in Beijing can receive one coupon package every month on the online platform of the same participating enterprise, including 8 coupons, with a total amount of 1500 yuan. The coupon package received in the current month is valid in the current month. Focusing on cultural tourism, catering, retail and other industries, Zhejiang supports all regions to carry out special actions to promote consumption, and provides targeted subsidies such as consumption vouchers and service vouchers. Shenzhen, Guangdong Province, will provide subsidies of no more than 10000 yuan per unit to individual consumers who have newly purchased qualified new energy vehicles and registered in Shenzhen, and increase the increment index of 20000 ordinary cars to encourage automobile consumption. Jinan, Shandong Province, invested nearly 300million yuan to issue government consumption coupons in key areas such as automobiles, cultural tourism, home stay, catering, etc., and led enterprises to carry out a series of discount and promotion activities. Chengdu, Sichuan Province, issued "5.20" consumption promotion activity coupons, with a financial capital scale of 120million yuan, and launched superimposed preferential activities between financial units and merchants, totaling 240million yuan. This is the first time since this year that Chengdu has issued large-scale consumption vouchers to the whole city, covering key retail, catering enterprises and individual industrial and commercial households in Chengdu. Both urban and rural consumption increased Urban consumption has a large volume and a strong radiating and driving effect. Rural consumption is a blue ocean with great development potential. In order to further enhance the popularity of urban consumption and stimulate the vitality of rural consumption, various regions have successively introduced relevant measures. Recently, the Department of Commerce of Shanxi Province, in combination with the strategy of expanding domestic demand, issued a plan to support cities to build night economic demonstration clusters and increase urban fireworks in promoting urban consumption. We will innovate the format and mode of night consumption, hold outdoor activities such as car fairs, cultural and creative fairs, literary and artistic performances, and night trips to Shanxi by relying on pedestrian streets, promote the cross-border integration of culture, tourism, and sports, and enhance the vitality of the night economy. In terms of promoting rural consumption, relying on local characteristic and advantageous industries, aiming at cultivating 100 Rural e towns, we will improve the e-commerce public service system, improve the logistics distribution system and e-commerce infrastructure, and accelerate the release of rural consumption potential. In order to develop outdoor economy and night economy, Xi'an, Shaanxi Province, has introduced a number of specific measures, including allowing large commercial enterprises to use the hardening square in front of their doors to carry out outdoor promotion in an orderly manner, guiding, encouraging and supporting enterprises to carry out new consumption models such as open-air fairs with leisure experience as the theme element, and forming a "one-stop" outdoor economic industry chain. From May to September this year, Jiangsu province carried out a series of consumption promotion activities under the theme of "Suxin consumption · summer nightlife" to continuously improve the brand influence of "Suxin consumption" activities. It is required to seize the favorable opportunity, adjust measures to local conditions, and carry out "one city, one theme" consumption promotion activities in a timely and orderly manner on the premise of resolutely implementing various measures for epidemic prevention and control. Recently, Jiangxi issued the three-year action plan for promoting trade consumption, improving quality and expanding capacity in the whole province, implemented the county commercial construction action, supported and encouraged large and medium-sized trade circulation enterprises and chain operation enterprises to enter the county market, extended the marketing network to the countryside, and opened a number of small and medium-sized supermarkets and new chain convenience stores in villages and towns. Traditional and emerging consumption Traditional consumption such as automobiles, household appliances, furniture and catering is the mainstay of consumption, and emerging consumption is an important engine of consumption growth. In combination with the actual situation, various regions have issued targeted policies to achieve the balance between traditional consumption and emerging consumption. In order to boost automobile consumption, more subsidies for automobile consumption will be granted. Shanghai plans to add 40000 non-commercial bus license plates within this year, and give a one-time subsidy of 10000 yuan to individual consumers who replace pure electric vehicles. The automobile consumption coupons launched in Ningbo, Zhejiang Province are divided into two types: RMB 100000 minus RMB 3000 and RMB 150000 minus RMB 5000, which are applicable to the offline purchase of new cars. Since May 21, Changchun, Jilin Province, has issued 50million yuan of automobile consumption subsidies to individual consumers who buy cars in the city, which will last until September 21. Besides automobiles, household appliances and catering are another focus of this wave of consumption promotion policies. In order to accelerate the recovery of the market, Weifang, Shandong Province started the "enjoy Weifang" consumption season, issued more than 70million yuan of government consumption vouchers, and focused on key consumption fields such as catering and household appliances. Guizhou issued 140million yuan of retail culture, sports and catering vouchers. The first round of electronic consumption coupons issued by Hubei in June included three types: Mall coupons, supermarket coupons and catering coupons. In terms of expanding emerging consumption, all localities encourage the development of new formats and models, expand new scenarios, tap the needs of new consumer groups, and cultivate and expand emerging consumption such as customization, experience, intelligence and fashion. From June to July, Guangxi plans to carry out the e-happy Tesco - "guipinhui" promotion activity of the 2022 Guangxi 33 Consumer Festival on the local electric platform, and strive to promote more than 1000 new market players to develop online sales channels. Shandong has issued the 2022 action plan for expanding the capacity of emerging consumption to actively promote the development of emerging consumption by accelerating the development of live broadcast e-commerce, strengthening the first store economy, and supporting the development of new retail formats. China's residents' consumption is expanding in scale and upgrading in consumption structure. As long as we improve the infrastructure and increase the effective supply of the market, we will be able to further stimulate the consumption potential of counties and townships and provide more powerful support for the construction of a new development pattern. (outlook new era)