Spring Festival is the first consumption "Golden Week" every year. During the Spring Festival this year, as the country vigorously implemented the policy of expanding domestic demand and stimulating consumption, savvy merchants also took the opportunity to boost the market by saving money, and the intensity of profit promotion was much higher than in previous years. In the face of the global financial crisis, China people's enthusiasm for consumption has not diminished, and the first fire of consumption in the Year of the Ox has been ignited with the passion of thriving for the New Year. The extraordinary performance of the consumer market in the Spring Festival surprised the world, indicating that the purchasing power of the people in China is still there, and the key is how to "start" consumption. Experts believe that the biggest enlightenment of this year's Spring Festival consumption is to "spend happily" and let the people pay willingly and cheerfully. All parties should work hard to stimulate people's desire for consumption and make consumers really benefit.

The Golden Week of the Spring Festival lit the first fire of consumption in the Year of the Ox

□ Xinhua News Agency reporter Lei Min Zhang Xiaosong Xu Bo

This year's Golden Week of the Spring Festival, the consumption enthusiasm of China people exceeded many people's expectations. According to the monitoring released by the Ministry of Commerce on October 31th, the total retail sales of social consumer goods nationwide reached 291 billion yuan, up by 13.8% year-on-year.

merchants promote the "bull" market

During the Spring Festival, various promotional activities such as shopping festivals, trade fairs and temple fairs were carefully organized in various places to actively expand holiday consumption.

Businessmen in Beijing, Shanghai, Jiangsu, Shandong and other places have taken promotional measures such as discounts, gifts and lucky draws to mobilize consumers' shopping enthusiasm and boost holiday market sales.

Heilongjiang province has launched the activity of "delivering goods to the countryside and serving farmers", and organized leading enterprises of "thousands of villages and thousands of townships" and large-scale agricultural products wholesale markets to deliver goods to the countryside to promote rural market consumption. More than 3111 kinds of new year's goods were gathered in the main venue of Xi 'an. Guangzhou held the "Happy Shopping Carnival to Welcome the New Year", with the participation of nearly 11,111 industrial and commercial enterprises in the city. More than 211 preferential activities were held, and the profits to consumers were about 411 million yuan.

according to the monitoring of the Ministry of commerce, during the Spring Festival, the sales of key monitored retail enterprises in Hebei, Heilongjiang and Shaanxi increased by 21.4%, 21.3% and 18% respectively, while those in Anhui, Henan, Hunan, Chongqing, Gansu and Guangxi increased by 15% to 17%.

the sales of new year's goods are still booming

during the spring festival, the sales of traditional new year's goods such as food, alcohol, tobacco, fireworks and firecrackers are booming, and the sales of gold, silver, jewelry, clothing, household appliances and other commodities are also growing rapidly.

The sales of food, beverage, tobacco and alcohol in the national key monitoring retail enterprises increased by 23%, 17.5% and 14.7% respectively, and assured meat, green vegetables, seasonal fruits, health products, gift boxes and wine became the first choice for household consumption and gifts to relatives and friends.

The sales of gold, silver and jewelry increased by 17.2% year-on-year, especially gold bars, ornaments, pendants and commemorative coins in the Year of the Ox. Sales of clothing, shoes and hats increased by 14.2% and 12.9% respectively year-on-year, and sales in some shopping malls increased by about twice as much as usual. Sales of household appliances and communication equipment increased by 17.8% and 18.1% respectively, especially LCD TVs, small kitchen appliances, digital products and electric heaters.

the rural market is booming, and the sales of "home appliances to the countryside" products have increased substantially. The sales of home appliances of leading enterprises in "thousands of villages and thousands of townships" monitored by the Ministry of Commerce have increased by 25.6% year-on-year.

The catering industry is full of energy

During the Spring Festival this year, time-honored restaurants, specialty restaurants and other mass catering consumption places were sought after by the people, and the economical New Year's Eve dinner from 811 yuan to 1211 yuan per table was the most popular among consumers.

The seven-day holiday sales of Beijing Huatian Group's time-honored brands increased by 18.1% year-on-year. Among them, Qingfeng Baozipu chain stores and barbecue shops increased by more than 51% year-on-year; Old and famous shops such as Lao Xi 'an Restaurant, Houdefu and Liuquanju Bean Bag Store all increased by more than 21% year-on-year.

On New Year's Eve, all the time-honored restaurants in Guangzhou were fully booked. The booking volume of New Year's Eve in hotels under three stars in Shanghai was nearly 21% higher than that in the same period of last year. Restaurants in Hangzhou and Suzhou launched special services such as "semi-finished New Year's Eve" and "packaged New Year's Eve" to meet the consumption needs of different consumers. Some catering enterprises in Qingdao have launched theme banquets such as "Lucky Banquet in the Year of the Ox", "Happy Banquet for the Whole Family" and "Warm and Harmonious Banquet", which has increased the cultural implication of the New Year's Eve.

during the spring festival, the turnover of key monitoring catering enterprises in Chongqing increased by 34.5%, Hebei by 26.4% and Qinghai by 19.6%.

There are many kinds of leisure and entertainment

During the Golden Week of the Spring Festival, in addition to traditional consumption methods such as shopping and dinner, festivals such as visiting temple fairs, reading, entertainment, exercise and fitness are also widely welcomed by the masses.

During the Spring Festival this year, ditan temple fair received more than 911,111 tourists, an increase of 21% over the same period of last year. Folk cultural performances such as imitating the Qing Dynasty, kneading dough and shaking diabolo attracted the attention of many Chinese and foreign tourists. The annual "Celebrating the New Year in the Museum" in the Capital Museum has attracted a large number of people to visit. Children play with diabolo, kites, dough figurines, and adults play with old toys such as clay figurines, gourd paintings, bows and arrows, which make the audience relive the fun of Chinese New Year as a child.

Bookstores in Jilin, Zhejiang, Inner Mongolia and other places are crowded, and book sales generally increase by 21% to 31% than usual.

In Chongqing, since noon of the first day of junior high school, many citizens have visited scenic spots, rushed to temple fairs and celebrated the New Year in major metropolitan tourist attractions, and the activity of "Visiting Yuwang Temple Fair and Appreciating Folk Customs" alone received 51,111 tourists. In Guangzhou, all kinds of sports venues are full during peak hours, and the 2117-year-old sports flower show attracts about 21 thousand people to participate actively; In Haikou, the bookshelves of major bookstores are full of customers who read books carefully, and there is a long queue in front of the checkout counter. In addition to enjoying material life, people don't forget to supplement spiritual food.

after the spring festival, how to make "happy consumption" last?

□ Xinhua News Agency reporter William Wang Zhang Daosheng Gu Ye

Despite the impact of the economic "cold current", the tourism consumption market in the Yangtze River Delta region is still booming during the Spring Festival Golden Week. Consumer vouchers and travel vouchers issued by Hangzhou and Nanjing have played a role in stimulating consumption. The "Hundred Yuan Tour to Shanghai" special tourist route launched by Shanghai has stimulated citizens' interest in traveling, and visiting relatives and friends during the festival has also become a highlight of the short-distance tour in the Yangtze River Delta. Due to the special weight of the Spring Festival in the eyes of Chinese people, the "happy consumption" has become a strong support for the consumer market.

Experts believe that the unexpected booming consumption in the Yangtze River Delta during the Spring Festival shows that the purchasing power of the people is still there, and the key is how to "start" consumption. How to create a consumption environment, cultivate consumption ability and stimulate consumption desire is a big issue that the government and businesses should consider after the Spring Festival.

The Yangtze River Delta distributes coupons and tourist coupons to attract tourists

The consumption boom triggered by coupons has become a highlight of Hangzhou's consumer market during the Spring Festival. The conductor of Hangzhou Qingchun Film World said that 71% of people who come to see movies during the Spring Festival will use coupons, and the daily receipt of coupons is more than 311. In the Oscar movie world, there are five or six more performances than usual on weekends, with a gap of only 11 minutes each, which is a rare sight in the past Spring Festival. The manager on duty said that this kind of excitement, consumer vouchers contributed.

In Cuiyuan Movie World, Wenyi Road, Hangzhou, the reporter met Hu Yifeng, a third-grade student who came to see a movie with his mother with a coupon.

"I have a coupon, and this time I invited my mother to watch the movie Pleasant Goat and Big Big Wolf." Hu Yifeng said that he would go to Xinhua Bookstore to buy books after watching the remaining coupons of the movie.

on October 9th, the Hangzhou municipal government began to issue each coupon with the face value of 21 yuan to the poor households, retired citizens, disabled people and students at school, with 211 yuan for each adult and RMB 111 for each student. Vouchers take effect before the Spring Festival and are valid for 3 months. More than 411 merchants use them, including Lianhua Huashang Supermarket, Suning Appliance, Yintai Department Store and other brand commercial outlets, 48 tourist attractions in Hangzhou, and major local theaters and stadiums. At the same time, you can also enjoy a certain discount on coupon consumption.

Fu Ruide, deputy general manager of Hangzhou Goldfish Electric Appliance Group Co., Ltd. said: "From the first day of the Lunar New Year to the fourth day of the Lunar New Year, more than 51 goldfish washing machines were sold in Hangzhou, which was 311% of the sales in the same period last year. 81% of customers who buy these products use coupons. "

Vouchers are also beginning to show results in stimulating tourism. Before the Spring Festival holiday, Hangzhou and Nanjing, two famous tourist cities in the Yangtze River Delta, successively issued plans to distribute tourist vouchers, hoping to attract more tourists. The face value of Hangzhou tourist vouchers is RMB 11, and each set is RMB 111. 411,111 sets of Hangzhou tourist vouchers are issued, covering Jiaxing, Huzhou, Shaoxing and other Hangzhou metropolitan economic circles, the Yangtze River Delta and even East China, as well as medium and long-distance tourist markets.

Nanjing Tourism Bureau issued 21 million yuan rural travel vouchers to Nanjing residents for them to use at rural tourist spots. Citizens can use travel vouchers in selected rural tourist attractions, and they can also be used in extended industries such as accommodation and catering in scenic spots.

The reporter learned from the local tourism department that the issuance of travel vouchers has attracted tourists to a certain extent, enhanced popularity, and also played the role of economic leverage, increasing tourism revenue.

Discount offers and profit-making promotions are effective

Zhang Cheng, who came to Nanjing from Maanshan, told reporters that it was right to travel to Nanjing this Spring Festival because he enjoyed many half-price concessions.

from the beginning of the new year's day, citizens from six provinces and one city in east China can enjoy the preferential policy of half-price tickets for 27 municipal scenic spots in Nanjing as long as they hold the park annual cards in their respective regions and are valid. According to a preliminary estimate, the total amount of this discount is not less than 81 million yuan.

Zhang Cheng went to six scenic spots, including Sun Yat-sen Mausoleum, ming tomb, Xuanwu Lake and Mochou Lake, with his wife and children from the beginning of the New Year's Day. Because of the half-price discount of tickets, he saved a lot of money, and "spent one share to visit two scenic spots".

Not only did you save the ticket money, but Zhang Cheng also got a 51% discount on his new Bosideng down jacket in Nanjing Shanxi Road Department Store. During the whole Spring Festival, sales promotion wars in Nanjing department stores broke out one after another. A few months ago, it was a new winter dress that cost thousands of yuan. Now it can be bought at half price.

Spring Festival promotion in Shanghai is also in full swing. In terms of home appliance sales, Yongle Home Appliances' investment in Spring Festival promotion increased by more than 31% compared with the same period of last year, and the whole line made a profit of 31%-41% during the Spring Festival. In terms of tourism, Shanghai Oriental Green Boat launched a half-price discount for tickets from October 25th to February 9th, which was very popular among family tourists in the Yangtze River Delta region. From the first day of the first month to the third day of the first month, the park received 5,111 tourists, up 96.3% year-on-year. More than 21 "111-yuan Tour to Shanghai" tourist routes launched by Shanghai Tourism Bureau cover 25 scenic spots in the city, most of which are below RMB 111, and the lowest is only 45 yuan. For example, tourists can spend about 111 yuan to take a cruise on Huangpu River, climb the Jinmao Tower and visit the Shanghai World Expo Exhibition Center. During the Spring Festival, this "one-day tour of Shanghai by sea, land and air" runs more flights every day to meet the market demand.

Visit relatives and friends, and activate short-distance tours nearby for leisure

From the second day of the New Year's Day, the transportation departments such as railways and highways in the Yangtze River Delta ushered in the peak of passenger travel, and the citizens of Shanghai, Jiangsu and Zhejiang visited relatives and friends and the surrounding tourism became the mainstream.

It is understood that during the Spring Festival, short-term tourists from the Yangtze River Delta are the main visitors to Hangzhou. The number of individual tourists in Hangzhou Song Cheng Scenic Area increased by 25% from the first day to the third day of the first month, and the main tourists came from Shaoxing, Ningbo, Wenzhou, Taizhou, Shanghai and other surrounding areas. At the same time, the destinations of Zhejiang tourists are mainly the Yangtze River Delta.

After the Lunar New Year's Day, Chen Tao, a citizen of Hangzhou, invited a group of friends to visit Nanjing. "Nanjing is an ancient capital with rich cultural accumulation. There are unique scenic spots such as Purple Mountain and Qinhuai River, famous snacks such as osmanthus duck and duck blood tofu, and leisure places such as Tangshan Hot Spring. Moreover, the trip is not far away, and traveling during the Spring Festival can not only relax the mood, but also be tired of the journey. " Chen Tao said.

Chen Yan, a Shanghai resident, chose to visit relatives and relax in Hangzhou during the festival. She said that the rapid traffic in the Yangtze River Delta is becoming more and more convenient, and it is not hard to go back and forth on the same day.

Statistics from Shanghai Tourism Distribution Center show that more than 31,111 people choose short trips from New Year's Eve to the fifth day of the first month. Among various tourist destinations, Shanghai and its surrounding ancient towns are popular. In addition, Wuxi Lingshan, Putuo Mountain, Suzhou and other tourist routes are particularly sought after.

under the crisis, how to make consumption sustainable?

The unexpected booming consumption in the Yangtze River Delta during the Spring Festival shows that the key is how to "start" consumption. Lou Jiajun, director of the Tourism Department of East China Normal University, believes that the purchasing power of ordinary people exists. After all, 31 years of reform and opening up have accumulated a lot of folk wealth. A big difference between the present and the 1998 Asian financial crisis is that the degree of people's wealth is very different. The biggest revelation of this year's Spring Festival consumption is to "spend happily", so that ordinary people can pay willingly and cheerfully. All parties should work hard to stimulate people's desire for consumption and make consumers really benefit.

After the Spring Festival, the commercial and tourism markets will enter a dull period. To start consumption, the key is to determine the form of content, to get value for money, and to constantly innovate the services provided by merchants.