Seize the new opportunity of upgrading county-level consumption
2024-07-23
At present, from the county towns of "Chengwei Xiangtou" to the vast rural areas, the county-level market has released multi-level consumer demand, becoming a new pivot for China's consumption expansion and quality improvement. The rise of county-level consumer markets is a reflection of the improvement in the living standards of county and rural residents, as well as an important manifestation of China's strong economic potential, resilience, and vitality. Continuously tapping into the consumption potential of counties can provide strong support for the steady recovery of China's economy. With the continuous improvement of China's consumer ecology, the development of county-level consumer markets has a good foundation, driving force, and environment. Currently, more and more county-level economies have achieved leapfrog development. By 2023, the total regional GDP of "100 billion counties" will reach 59, laying the foundation for improving the consumption level of county-level residents. New formats and models have injected new momentum into the development of county-level consumer markets. With the emergence of new consumer formats such as home appliances, new tea drinks, fast fashion, and brand chain stores, as well as the integration of new consumption models such as live streaming e-commerce, social e-commerce, and instant retail, the "online+offline" consumption scene is becoming increasingly rich, enhancing the driving force for county-level consumption quality improvement and expansion. At the same time, the construction of the commercial system, as well as the planning and construction of road transportation, supply chain system, digital infrastructure, etc., have improved the consumption environment in the county, enriched the product categories, increased the accessibility of residents' consumption, and released the consumption potential of the county. Overall, the development of county-level consumer markets still faces many challenges such as unstable demand, insufficient supply, and imperfect circulation facilities. Many counties have insufficient incremental consumption and slow potential release. At present, the county-level consumer market is still dominated by the replication of consumption scenes in first and second tier cities. Whether the consumption experience of county-level consumers in new scenes can be transformed into stable consumption demand is also subject to the cultivation of consumption concepts and the improvement of consumption ability. Due to the overall small size of the county-level market, low consumption level, and weak agglomeration consumption function, some large business entities lack the motivation to layout, which to some extent restricts the development of the county-level consumption supply side and makes it difficult to meet the needs of county-level residents to upgrade from survival oriented and material oriented to development oriented and service-oriented consumption. There are still many counties and rural areas with relatively lagging digital infrastructure construction, and there are shortcomings in the construction of circulation facilities such as cold chain logistics and distribution centers. Logistics costs are high, distribution efficiency is low, and consumer accessibility is not high enough. There is still a "last mile" problem in product supply for county-level consumption. In the future, we should take multiple measures to continuously tap into the potential of the county-level consumer market, and promote the comprehensive upgrading of county-level consumption capacity, scale, and quality. To enhance the level of industrial development in counties, each district and county should base themselves on their own resource endowments, layout industrial and supply chains according to local conditions, improve the recognition, efficiency, and driving force of county-level industrial development, use industries to drive employment, provide residents with more abundant employment opportunities, broaden their income channels, increase their disposable income, and build a solid economic foundation for county-level consumption. Expanding new consumption scenarios in counties can draw on consumption scenarios in first and second tier cities, promote brand and service expansion to counties through policy support and guidance, and create new offline consumption scenarios with local characteristics. Strengthen the construction of digital infrastructure and digital rural areas in counties, and promote better participation and experience of new online consumption scenarios among county and township residents. Fill in the gaps in the county-level consumer market, accelerate the construction of the county-level public transportation system, and enhance the convenience of public transportation; Establish a sound rural logistics network and guide e-commerce and logistics enterprises to actively layout county and township commercial outlets. (New Society)
Edit：NingChangRun Responsible editor：LiaoXin
Source：Economic Daily
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