In recent years, Yudu County, Jiangxi Province has promoted the transformation and upgrading of the textile and clothing industry to digitalization, networking and intelligence, and achieved high-quality development through the introduction and construction of the FDC fashion industry complex, a public service platform for the whole industry chain. The picture shows tourists shopping for customized clothing fabrics at the FDC fashion industry complex in Du county. Photographed by Zhu Haipeng (people's vision) Nowadays, "cloud shopping" has become the consumption choice of more and more people. In the first half of this year, the national online retail sales increased by 3.1% year-on-year. In 2021, the online retail sales of physical goods in China exceeded 10 trillion yuan, ranking first in the world. "Cloud shopping" not only profoundly changes the daily life of Chinese people, but also reflects the new characteristics and changes of consumption. During the "June 18" period this year, the sales volume of Suning Tesco smart home products increased by 108% year-on-year, the sales volume of sterilization air conditioners increased by 176% year-on-year, and the sales volume of air purifiers increased by 163% year-on-year; On jd.com platform, home service was favored by consumers, and the turnover of home service of housekeeping and cleaning increased by 188% year-on-year It is not difficult to see from the data of e-commerce platforms that the demand for upgrading consumption such as quality consumption and service consumption has increased rapidly. At the same time, new consumption concepts such as green, low-carbon, health and safety have become increasingly popular. "In the medium and long term, with the steady growth of economic development and household income, the trend of consumption upgrading to quality and diversification will not change, the characteristics of sufficient consumption potential and strong toughness will not change, and the traction and driving effect of consumption on the economic cycle will be further enhanced." Said Wang Yun, a researcher at the China Academy of macroeconomics. With the pace of consumption upgrading, Chinese consumers' shopping carts now contain both global goods and domestic products. According to Tiktok e-commerce data, from April 2021 to March 2022, the number of domestic brand goods on Tiktok e-commerce platform increased by 508% year-on-year; Among the top brands, the number of domestic brands accounted for 92%, and the number of domestic goods accounted for 93%. More and more domestic brands have ushered in rapid growth through continuous innovation and strong "counter attack". According to the National Bureau of statistics, in the first half of this year, the online retail sales of physical goods nationwide increased by 5.6% year-on-year, accounting for 25.9% of the total retail sales of social consumer goods. While online shopping is booming, more physical businesses have also touched the online "cloud", and the integration of online and offline consumption has accelerated. "The epidemic has greatly promoted the process of 'everything comes home' in the retail industry." The relevant person in charge of cosmetics retailer Sephora said that the entry into meituan retail platform has driven the continuous growth of store sales across the country. During the "June 18" period this year, Sephora's single day order volume in meituan increased by more than 6 times month on month. Pei Liang, President of China chain operation association, said that from traditional e-commerce to social e-commerce, to real-time retail and intra city retail, the retail industry has moved towards the omni channel development of online and offline linkage, and the integration of online and offline resources will produce the effect of "1+1gt; 2". In recent years, with the continuous optimization of the county trade layout and the gradual improvement of circulation facilities, the supply of county and township consumer markets has become richer, and the consumption potential of the sinking market is accelerating. Relying on more than 11000 stores in counties and towns across the country, the data of Suning e-buy retail cloud in the first half of the year showed that upgraded household appliances in the county and town market were very popular, the sales of household appliances above 10000 yuan increased by more than 50% year-on-year, and the consumption of household appliances such as integrated stoves, dryers and air fryers increased by 81%, 129% and 305% year-on-year. Cultivating and expanding the sinking market will undoubtedly become a new space to further tap the consumption potential. "China's township and village consumer markets account for 38% of the country's total consumer market." Shu jueting, spokesman of the Ministry of Commerce, said that it would continue to strengthen its work with relevant departments to speed up the completion of infrastructure and public service weaknesses, encourage brand enterprises such as consumer goods, household appliances and household appliances to sink the supply chain, provide direct supply, centralized procurement, joint distribution and other services, increase high-quality supply, and promote urban and rural residents to share high-quality consumption. (Xinhua news agency, Beijing, July 19, by reporters wang Yuxiao and sun Shaoxiong) (outlook new era)