Beijing consumers buy mini fans. Photo by our reporter Yao Yaqi / Guangming picture Dujiaping kindergarten in Huaying City, Sichuan province carried out parent-child swimming activities. Issued by Xinhua News Agency A shopping mall in Beijing held the "Beijing consumption season" activity. Photo by our reporter Yao Yaqi / Guangming picture [economic interface] ?? Strings of neon lights lit up the noisy pedestrian street. In Guangzhou, Guangdong Province, people take to the streets in the dark, and feel the fun of night shopping and entertainment in late night canteens, music festivals, and intangible cultural heritage night exhibitions; In Taiyuan, Shanxi Province, many people went into home appliance stores and bought air conditioners for their homes. In the hot summer, they enjoyed the coolness from the pavement; Picking up the mobile phone and placing an order for summer food such as ice cream, coke and watermelon on the takeaway platform has become a shopping habit of more and more consumers in summer. ?? Since the beginning of summer, the sales of "cool goods" have been rising, and the popularity of outdoor camping and summer tourism such as "going north and going to the sea" has increased. People go to swimming pools, water parks and other venues to play in the summer... Why is the "cool economy" hot in summer? How to keep hot? This reporter conducted research. 1. Sustained high temperature, summer demand, opening up the consumer market ?? Walking into some electric appliance stores in Beijing, air conditioners, refrigerators, electric fans and other "essential summer appliances" are prominently placed, and many citizens are shopping. ?? "In recent days, there have been a large number of buyers. After entering may and June, sales ushered in rapid growth." In a brand air-conditioning exhibition area, the salesperson told reporters, "not long ago, Beijing continued to have high temperatures, and the number of air-conditioning sales was considerable." ?? Air conditioners, refrigerators, electric fans and other household appliances have seasonal characteristics in sales. This summer, the temperature is higher than usual, which has become one of the reasons to drive the sales of refrigeration appliances. According to the data released by the China Meteorological Administration, the national average temperature in June this year was 21.3 ℃, 0.9 ℃ higher than the same period of the year, the highest in the same period since 1961; The temperature in Henan, Shaanxi, Gansu, Ningxia, Shanxi, Shandong and other places was the highest in the same period in history. ?? The reporter found that in Taiyuan, Shanxi, Tianshui, Gansu and other places, the sales of air conditioners continued to be hot. According to the data released by Suning Tesco, from June 18 to 22, some consumers in northern regions such as Shanxi, Shaanxi and Hebei purchased air conditioning products for the first time. In meituan optimization, the sales of summer appliances and cooling products increased by 22% and 29% month on month, respectively. ?? Compared with "big items", small household appliances such as small fans that can be hung on the neck, small fans that can be held in hand, and "small air conditioners for walking" have also triggered a buying trend among young people. The reporter found that in some e-commerce platforms, the sales volume of portable small fans of many brands has exceeded 100000 in recent one month. ?? "Recently, the weather has become hotter and hotter. People who are afraid of heat go out with a small fan with a neck hanging, which can cool and free their hands." On the social media platform, blogger Xinxin recommended a mini fan. Many consumers also reported that the portable small fan meets the needs of libraries, offices, carrying and cooling when traveling, and is welcomed by everyone. ?? Summer demand has also driven cold drinks, ice cream, desserts, seasonal fruits and other food products into the peak sales season. ?? Walking into Beijing's national botanical garden, Temple of Heaven Park and other scenic spots, many tourists are holding the scenic area's characteristic cultural and creative ice cream, and many people are queuing up to buy it; In many shopping malls, stores selling milk tea, fruit juice and other drinks have also attracted a large number of consumers. ?? The sales data of many online shopping platforms reflect the popularity of summer food. In the past month, the sales volume of ice cream and cold drinks has increased by 300% month on month; Coke has become the king of summer relief, with an average of more than 5million bottles sold every day. Since June, the sales of ice cream, beverages and mung beans have increased significantly in meituan optimization, among which the sales of "pudding" ice cream has increased five times in more than 2000 counties and cities across the country. ?? "The upsurge of 'summer economy' is closely related to seasons." According to the analysis of Yi Shaohua, director of the market circulation and Consumption Research Office of the Institute of financial strategy of the Chinese Academy of Social Sciences, the temperature this summer is higher, and consumers have greater demand for summer food and refrigeration products. At the same time, recently, many e-commerce companies have continued to carry out promotional activities for refrigerators, air conditioners and other summer commodities. The commodities with strong promotion, strong attraction and high cost performance have stimulated people's consumption demand. 2. Deeply cultivate products and enhance their attraction with novelty, quality and technology ?? "This year, I started a sunscreen mask, which can cover the whole face and neck. Recently, I have seen a lot of new sunscreen recommendations, and I am preparing to start a sunscreen pants." At the cosmetics counter in a shopping mall in Beijing, Tian Tian, a citizen wearing sunscreen clothes, is buying sunscreen. She told reporters that due to her sensitive skin, sunscreen products were just needed in her summer shopping list in response to strong ultraviolet rays in summer. ?? From chemical sunscreen to physical sunscreen, in recent years, consumers' demand for sunscreen has increased significantly and become more and more diversified. In the streets, people wearing umbrellas can be seen everywhere, and many pedestrians choose sunshade hats, sunscreen clothes, ice sleeves, sunscreen masks and other products. ?? Meituan data showed that in May, sunscreen clothes and cool stickers increased by 116.7% and 189% respectively year-on-year. The "2022 Taobao live sun protection report" shows that from January to April 2022, the growth rate of sunscreen clothing transactions reached 157.11%, and the growth rate of sunscreen skin care transactions reached 62.17%. ?? Facing the "blue ocean" of sunscreen market, in recent years, many manufacturers have launched new products and opened up the sales market. ?? The reporter found that new sunscreen products such as l.r.c coated double-layer small black umbrellas, hyaluronic acid knitted sunscreen clothes, and ice fiber sunscreen caps and ice sleeves are emerging in endlessly. The types of sunscreen and skin care products are also more diverse, including Sunscreen Spray, sunscreen stick, sunscreen powder, sunscreen highlights, etc. "Black technology", higher sun protection index and new models have become important elements to attract consumers to buy. ?? In summer, people's demand for travel and camping is also high. Some domestic outdoor brands that are deeply rooted in the camping market have also given a "model" that is worthy of reference to leverage consumer demand. ?? Walking into an outdoor brand collection store, the white tent erected in the camping area is particularly conspicuous. In this immersive exhibition area, all kinds of tents, exquisite outdoor pot sets and other equipment involve all aspects of user needs, and also meet people's pursuit of refinement and quality. ?? "When I first started camping, I bought many necessary equipment one after another, and then I continued to replace and upgrade." Outdoor enthusiast Lang Dan shared his experience of purchasing camping equipment. He said that at present, there are many kinds of outdoor camping equipment, which can meet more camping needs. In addition to necessary sleeping, lighting, dining and other equipment, if you need to relax and take photos in the camp, you can also buy many decorations to create an atmosphere. ?? As for how to build a brand and constantly meet the needs of consumers, Lu Longhua, the founder of the domestic outdoor travel equipment brand mugaodi, once pointed out that more new scenes and concepts should be introduced to lead the consumption of exquisite camping. At the same time, meet the new needs of consumers, carry out product innovation iterations, and continue to create "explosive products". ?? Ji Jianming, the founder of domestic outdoor brand Nuoke, said that it is necessary to understand the user market, develop different products for different regions, and continuously launch more fashionable equipment and high-quality new products according to the needs of players, so as to improve the repurchase rate of customers. ?? In addition, many summer products have also seized the opportunity of summer economy by promoting product upgrading and meeting the new needs of consumers with high-tech and health concepts. ?? "Compared with the previous models, the new air conditioner currently on the market can prevent cold wind from blowing directly, and it is healthier to use. It also has functions such as high-temperature sterilization, self-cleaning, smart phone control, voice and so on." In the exhibition area of a brand of air conditioners, the salesperson told reporters that, therefore, the current consumers, in addition to the users who buy air conditioners for the first time, also include many users who change machines. ?? "In recent years, the continuous improvement of people's living standards has promoted the growth of sales of refrigerators, air conditioners and other commodities. In addition, the manufacturing technology of air conditioners, refrigerators and other commodities has been upgraded rapidly, and the product details and functions are more humanized, which can meet the needs of consumers for a healthy life and refine functions, and stimulate new purchase desires." According to Shaohua. ?? As for how enterprises and businesses can further cultivate their products to meet the consumer demand for summer commodities, Yi Shaohua pointed out that enterprises should apply new technologies such as big data and cloud computing more deeply in production and manufacturing, embed the production mode of agile manufacturing, and actively transform to customization and personalization. ?? According to Shaohua, for businesses, they can give full play to their advantages in market data, market analysis and other aspects, combine with the advantages of manufacturers in product production, design and other aspects, and launch products more suitable for consumer needs. In addition, we should pay more attention to brand building, and some middlemen, department stores, manufacturers and producers should jointly develop new products with brand characteristics, which is an important direction of future development. At present, air conditioners, refrigerators and other products can be rapidly upgraded, mainly because manufacturing enterprises with strong brand strength in this field can better apply the production mode of agile manufacturing. In the field of consumer goods, the manufacturing capacity of many enterprises still needs to be strengthened. 3. Take various measures to stimulate the recovery of catering, tourism, retail and other industries ?? "Summer drinks", "cool things in summer", "food in summer", "clothes in summer"... In many social media platforms, the number of recommended readings related to summer is growing. Many netizens posted pictures and pictures to share their found summer products and tips for making drinks, which stimulated people's enthusiasm for placing orders. ?? Facing the east wind of summer consumption boom, online and offline businesses and platforms have launched various discounts and promotional activities. ?? Recently, a short video platform launched theme activities such as "Hello summer" and "Hi eating and tasting season". The promotion of summer cuisine in the form of short videos has shortened the distance between consumers and businesses in the food and fresh food industry, and led to the sale of summer seasonal delicacies such as ice drinks, ice cream, fruits, etc. ?? Offline, shopping malls in Beijing, Wuhan, Hubei and other places launched consumer seasons, music festivals, fashion markets and other activities, with a significant increase in passenger traffic. A home appliance retail platform launched activities such as "717 fuel purchase life festival" and "summer cool Festival". Consumers can enjoy subsidies, smart green appliances, trade in old appliances, home appliances to the countryside and other concessions when purchasing home appliances. A number of brand manufacturers have also launched discount, cash back, full reduction and other preferential activities. ?? How to further boost summer consumption? Recently, various regions have successively introduced a series of consumption promotion policies, including the issuance of consumption vouchers and the opening of shopping festivals, which have driven the sales of summer goods and helped the recovery of catering, tourism, retail and other industries. ?? Recently, many departments in Beijing jointly issued the "specific measures on helping enterprises to rescue and promote the accelerated recovery of consumption", proposing to launch the Beijing digital economy experience week and the Beijing digital consumption festival in July 2022, and carry out at least five theme activities such as AR store exploration and the popularization of digital consumption scenes in Beijing; Since July, 100million yuan of catering consumption vouchers have been issued online and offline to promote the orderly recovery of the catering market. ?? In Qingdao, Shandong Province, a series of policies and measures to promote consumption