This year’s Spring Festival, the consumer goods market in our city is abundant and stable, with both buying and selling booming, and the overall consumption recovery is obvious. During the Spring Festival, the sales (business) amount of 337.591 million yuan, up by 45.4% year-on-year, was realized by 35 sample enterprises in the Golden Week. Among them, 10 shopping malls (complexes) such as Yintai City achieved sales of 195.869 million yuan, a year-on-year increase of 91.6%; 10 supermarkets, including supply and marketing, achieved sales of 126.018 million yuan, a year-on-year increase of 2%; Five automobile 4S shops, such as Shun, achieved sales of 4.151 million yuan; Wanda and other five cinemas achieved sales of 4.911 million yuan; Five accommodation and catering enterprises, including Xianheng Hotel, achieved sales of 6.64 million yuan, up by 18.8% year-on-year.
The consumer goods market during the Spring Festival generally presents the following characteristics:
First, government-enterprise linkage activities have many discounts. During the Spring Festival, online and offline activities of various businesses are closely integrated, and brand promotion and profit-making activities are carried out. For example, Yintai City can receive experience rights such as eating, drinking and playing game coins and K songs through Miaojie APP, and Qingyue City can enjoy 45 yuan’s purchase of 100 yuan food coupons through online small programs; All districts, counties (cities) have organized business districts, supermarkets, characteristic blocks, etc. to enliven the market atmosphere by planning popular activities, and at the same time, they have launched distinctive theme activities in a differentiated way, such as the carnival parade of the God of Wealth, the tea feast, the lion dance on the fifth day of the lunar new year, and the paper-cutting and dough kneading activities in Wuyue Square. The Municipal Bureau of Commerce integrated the city’s resources to promote consumption, and launched the “GO shopping” strategy series during the Spring Festival in Shaoxing through Zhejiang news client and Shaoxing business, and publicized the promotional activities and highlights in various blocks, with nearly 30,000 readings and reposts.
Second, the consumption of immersive experience is heating up further. Compared with the traditional consumption trilogy of eating, shopping and watching movies, this year’s Spring Festival, businesses’ experiential consumption activities are frequently planned and consumers’ participation is high. Taking the urban area as an example, the Hanfu Guofeng Garden Party in Yintai City, the live exhibition and live broadcast production of Lu Xun’s hometown and other activities allow consumers to experience the traditional etiquette of Chinese children for thousands of years and feel the charm of China’s ancient culture and skills, which is highly sought after.
Third, the traditional consumption is still hot. Clothing, gold and silver jewelry, cosmetics and other merchandise sales are still the top categories in sales growth. It is the tradition of China people to celebrate the New Year and wear new clothes. The high temperature in the Spring Festival this year has driven the sales of spring clothes, and the sales of special sports and leisure clothes in the clothing market have increased greatly. Affected by the second-child policy, the sales of maternal and infant products and related products also increased rapidly. Take Guoshang Building, Yuewang Jewelry, Jiarui Jewelry and other enterprises as an example, the sales of gold jewelry are steadily rising.
Fourth, service consumption is first suppressed and then raised. The business (sales) of restaurants and cinemas showed a trend of first suppressing and then promoting. According to the business situation of food and lodging sample enterprises, affected by the epidemic prevention and control policy, a high proportion of New Year’s Eve dinner was returned before the holiday, and later, due to the policy adjustment, the consumption wait-and-see was brought. From the second day, the consumer demand was further released, and the sales of cinemas and restaurants rose sharply. Some studios in many cinemas, such as Mie and Wanda Studios, sold out one day in advance.
Fifth, the integration of online and offline is further improved. The epidemic affects the development of online and offline integration. During the Spring Festival, over 2,000 businesses in the city participated in the New Year Festival activities of Hungry, Meituan and various self-built platforms. A total of 30 time-honored enterprises have been launched on the Tik Tok platform, and the brand name is Shaoxing? On-line New Year Festival “. According to Hungry and US Mission data, during the event, the demand for purchasing gifts for New Year’s Eve dinner and New Year’s Eve rose significantly. For example, the search volume of “New Year’s Eve dinner” on the take-out platform of the US Mission in Keqiao District increased by 200% compared with the same period of last year. 20 catering enterprises in Shangyu, wanda plaza jointly launched the “New Year’s Eve dinner package to send home” activity. Compared with the off-peak period when the Spring Festival was used as take-out in previous years, the business rate of merchants was not high. This year, more quality restaurants continued to open during the Spring Festival, and the business rate increased significantly year-on-year.
Sixth, there is sufficient supply of daily necessities in the festival market. According to the monitoring of 32 large supermarkets and 3 key markets (including wholesale and retail) in the city, it shows that the daily necessities market in our city is booming, with sufficient stocks and stable supply, and all monitoring indicators are within the fluctuation range of normal operation. Among them, rice is expected to be available for sale for over 100 days; There is also a large amount of grain, edible oil and salt reserves, which can meet the demand for a long time; The demand and supply of pork, eggs and vegetables are dynamic and stable due to their high freshness requirements. The supply of “rice bags” and “vegetable baskets” is abundant, and the demand is strong. Some seasonal dishes show seasonal ups and downs, which are generally stable and orderly.
(Contributed by Shaoxing Municipal Bureau of Commerce)