2023 National Consumption Promotion Month Market Survey: Creating a "Featured Economy" to Promote Consumption in Multiple Areas with Thematic Hotspots
2023-03-27 13:51:57
The "National Consumption Promotion Month" of 2023 will conclude this week. Guided by the requirement of "giving priority to the recovery and expansion of consumption" set forth in the government work report, various measures have been taken across the country to boost consumption, with the focus on creating a featured economy as one of the key points. In fact, since the "National Consumption Promotion Month", in order to boost consumption, many regions have introduced a series of measures to boost consumption around the characteristic economy, leveraging thematic hotspots to drive consumption growth. For example, on the "March 8th" International Women's Day, various e-commerce platforms focused on "Her Economy" and introduced various preferential measures, driving the achievement of a remarkable year-on-year growth of the overall turnover of the top luxury brand of more than 240%; In early March, Hangzhou targeted the "spring economy" and further relaxed the external conditions. In 52 smart business districts, commercial characteristic streets, night economic gathering demonstration areas, as well as several district level business districts, it increased its support for business activities such as commercial external displays and outdoor cultural and commercial activities; Guangxi aims at the "night economy" and innovates to create new scenes of characteristic consumption. "Promoting consumption around a characteristic economy is one of the effective means to achieve a positive cycle in the consumption field." Wang Peng, a researcher at the Beijing Academy of Social Sciences, believes that first of all, through themed consumption activities, consumers can match better products and services, thereby enhancing their willingness to consume; Secondly, relevant activities have also created more profit opportunities for businesses, maintaining the confidence of market players, and further improving the quality of products and services; Finally, relevant activities will also create some employment opportunities, alleviate employment pressure to a certain extent, while increasing the income of practitioners and providing protection for their subsequent consumption. Fu Yifu, a senior researcher at the Xingtu Financial Research Institute, believes that under the trend of consumption upgrading, in addition to the use attributes and quality of consumer goods, consumers are also increasingly paying attention to sensory and psychological experiences during the consumption process. Therefore, in order to further stimulate consumption vitality, various market entities can fully consider consumers' consumption demands under different consumption scenarios by creating a distinctive consumption atmosphere and creating new consumption scenarios, and then integrate multiple factors such as consumption theme, consumption environment, and consumption atmosphere to create more refreshing sensory and psychological experiences, thereby immersing consumers in it and stimulating their consumption intentions. The rapid expansion of the scale of the sleep economy has blossomed in the "spring economy", "other economy", and "night economy". At the same time, the quietly emerging "sleep economy" has attracted the attention of many businesses. Recently, after visiting the "sleep economy" industry chain in multiple identities, a reporter from Securities Daily learned that from the demand side, the increasing overlapping base of group rejuvenation has promoted the continuous expansion of the scale of relevant industry chains; From the perspective of investment, while enterprises compete for layout, they also call for strong cooperation among enterprises; Industry insiders believe that in the process of boosting consumption with a characteristic economy, attention should be paid to promoting relevant products and services in a more professional, accurate, and efficient direction. According to the data from the Head Leopard Research Institute, the number of adult patients with insomnia in China has increased from 250 million in 2016 to 280 million in 2021, and at a compound annual growth rate of 2.75%, it will reach 330 million in 2030, showing a trend of youth.
Edit：Hou Wenzhe Responsible editor：WeiZe
Source：Securities Dairy
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