A string of neon lights, lit up the bustling pedestrian street. In Guangzhou, Guangdong, people in the night on the streets, in the late-night cafeteria, music festival, non-heritage night exhibition, feel the fun of the night tour shopping and entertainment; in Taiyuan, Shanxi, many people into the home appliance stores, for the home purchase of air conditioning, in the hot summer, enjoy the coolness of the pavement; pick up the phone, in the take-away platform order ice-cream, Coke, watermelon and other summer food, to become a more and more consumers in the summer of shopping! The first step in the process is to make sure that you have a good idea of what you're getting into.
1. Continued high temperature, summer demand to open the consumer market
Into some of Beijing's electrical appliances stores, air conditioning, refrigerators, fans and other summer "necessary" appliances in a conspicuous position, many people are shopping.
Air conditioners, refrigerators, electric fans and other home appliances, in the sales of seasonal characteristics. This summer, the temperature is higher than normal, become one of the reasons to pull the sales of refrigeration appliances. China Meteorological Administration released data show that in June this year, the national average temperature of 21.3, 0.9 higher than the same period of the year, the highest for the same period since 1961; Henan, Shaanxi, Gansu, Ningxia, Shanxi, Shandong, and other places in the history of the same period of the highest temperature.
"Recently, the weather is getting hotter and hotter, fear of heat people go out with a hanging neck small fan, cool and can free hands." On social media platforms, blogger Xin Xin said when she recommended a mini small fan. Many consumers also feedback, portable small fan to meet the library, office, out of the travel with, cooling and other needs, by everyone welcome.
Summer demand also led to cold drinks, ice cream, desserts, seasonal fruits and other gourmet products into the sales season.
Into the National Botanical Gardens in Beijing, Temple of Heaven Park and other attractions, many tourists holding scenic spots characteristic of the cultural creation of ice cream, there are a lot of people are queuing up to buy; in a number of shopping malls, selling milk tea, juice and other beverages stores, but also attracted a large number of consumers.
A number of online shopping platform sales data reflect the hot summer food. In Dingdong buy food, ice-cream cold drink goods in recent months, sales increased by 300%; Coke has become the king of the summer heat, an average of more than 5 million bottles sold every day. since June, in the Meituan preferred, ice-cream, beverages, and green beans and other commodities sales rose significantly, which "small pudding" ice-cream in the country's more than 2,000 counties and cities in the sales rose five times.
"The 'summer economy' heat is closely related to the season." Chinese Academy of Social Sciences Institute of Finance and Economic Strategy, Director of the Market Circulation and Consumption Research Office Yi Shao Hua analysis pointed out that this summer temperatures are higher, consumers have a greater demand for summer food, refrigeration products. At the same time, recently, many e-commerce companies continue to refrigerators, air conditioners and other summer goods promotional activities, promotional efforts, attractive, cost-effective goods to stimulate consumer demand.
2. Deep plowing of products, with novelty, quality, and technology to enhance the attraction
From chemical sunscreen, to physical sunscreen, in recent years, consumer demand for sunscreen has grown significantly, and is becoming more and more diversified. On the street, people playing the sun umbrella can be seen everywhere, there are also many pedestrians chose sun hat, sunscreen clothing, ice sleeves, sun masks and other products.
Meituan data show that in May, sunscreen clothing, ice cooler stickers increased by 116.7% and 189% respectively compared to the previous month. The 2022 Taobao Live Sunscreen Report shows that from January to April 2022, sunscreen clothing turnover increased by 157.11%, and sunscreen skincare turnover increased by 62.17%.
In the face of the sunscreen market "blue ocean", in recent years, many manufacturers have launched new products to open the sales market.
In the summer, people traveling, camping demand is also high. Some of the domestic outdoor brands plowing camping market, prying consumer demand, but also gives a worthy reference to the "model".
Into an outdoor brand collection store, in the camping area, set up a white tent is particularly conspicuous. In this immersive display area, all kinds of tents, exquisite outdoor pots and pans sets and other equipment, involving all aspects of user needs, but also to meet the people of the refined, quality of the use of the pursuit.
"When I first started camping, I bought many necessary equipment one after another, and have been replacing and upgrading them ever since." Outdoor enthusiast Lang Dan shared his experience of buying camping equipment. He said that the types of outdoor camping equipment are very diverse nowadays, which can meet more camping needs. In addition to the necessary equipment for sleeping, lighting, dining, etc., if you need to relax and take pictures in the campground, you can also buy a lot of decorations to create a sense of atmosphere.
For how to build the brand, and constantly meet consumer demand, the domestic outdoor travel equipment brand Mako Gao Di founder Lu Toonua has pointed out that more new scenes and new concepts should be introduced to lead the consumption of exquisite camping. At the same time, to meet the constant stream of new consumer demand, product innovation and iteration, and continue to create "explosive products".
Ji Jianming, founder of China's outdoor brand Nook, said that it is necessary to understand the user market, develop different products for different regions, and continuously launch more trendy equipment and quality new products to meet the needs of players in order to increase the repurchase rate of customers.
In addition, many summer products also through the promotion of product renewal, high-tech, healthy concepts, to meet the new needs of consumers, to seize the opportunity of the summer economy.
"In recent years, people's living standards continue to improve, promoting the growth of sales of goods such as refrigerators and air conditioners. In addition, air conditioning, refrigerators and other commodities manufacturing technology rapid quality upgrading, product details, functions more humane, to meet the needs of consumers for healthy living, refinement of the function, inspired a new desire to buy." Yi Shao Hua said.
For enterprises and businesses how to further deepen the product to meet consumer demand for summer goods, Yi Shao Hua pointed out that enterprises in manufacturing, should be more in-depth application of big data, cloud computing and other new technologies, embedded in the production of agile manufacturing production methods, and actively to the direction of customization, personalization transformation.
Yi Shao Hua said, for businesses, can play its advantages in market data, market analysis, and other aspects of the advantages of manufacturers in product production, design and other aspects of the mutual combination, the introduction of goods more suitable for consumer demand. In addition, to pay more attention to branding, some intermediaries, department stores and manufacturers, producers of strong alliances, the development of new products with brand characteristics, which is an important direction for future development. At present, air conditioners, refrigerators and other products can be quickly updated, mainly in this area has a strong brand strength of manufacturing enterprises, can better apply the agile manufacturing production methods. In the field of consumer goods, many companies still need to continue to strengthen their manufacturing capabilities.
3. Diverse initiatives to pull the recovery of catering, tourism, retail and other industries