The Spring Festival "Golden Week" ignited the first fire of the Year of the Ox consumer boil
□ Xinhua News Agency reporter Lei Min Zhang Xiaosong Xu Bo
This year's Spring Festival "Golden Week", China's old Lipingyi's enthusiasm for consumption is beyond the expectations of many people. The Ministry of Commerce announced on January 31st monitoring and testing shows that the New Year's Eve to the first six, the country to make the fact that the total retail sales of consumer goods 290 billion yuan, an increase of 13.8% year-on-year.
Businesses to promote the sale of Xing "cattle" market
The Spring Festival period, around the elaborate organization of shopping festivals, exhibitions, temple fairs and other promotional activities, actively expanding holiday consumption.
Beijing, Shanghai, Jiangsu, Shandong and other merchants have adopted discounts, buy gifts, lucky draws and other marketing methods to mobilize consumer shopping enthusiasm, pulling the holiday market sales.
Heilongjiang Province to carry out "delivery to the countryside, the work of farmers and easy" campaign, the organization of "thousands of villages, thousands of townships" leading enterprises and large agricultural wholesale market delivery to the countryside, to enhance the consumption of the Tuen Mun market. Shaanxi Province, a city and region linkage, held a "New Year's shopping festival", only in Xi'an main venue collected more than 3,000 kinds of New Year's goods. Guangzhou City, held a "New Year's Shopping Carnival" program, the city's nearly 10,000 industrial involvement, preferential activities amounted to more than 200, to the consumer concessions of about 400 million yuan.
The Ministry of Commerce monitoring and testing shows that the Spring Festival period, Hebei, Heilongjiang, Shaanxi key monitoring and testing of retail sales increased by 21.4%, 21.3% and 18% year-on-year, respectively, Anhui, Henan, Hunan, Chongqing, Gansu, Guangxi and other places increased by 15% to 17%.
New Year's Eve sales are still hot
The Spring Festival period, food, alcohol, fireworks and other traditional New Year's Eve sales boom, gold, silver and gemstones, clothing, household appliances and other goods sales also appeared to be a rapid increase.
The national key monitoring and testing of retail enterprises food, beverage, tobacco and alcohol sales increased by 23%, 17.5% and 14.7%, respectively, meat, green vegetables, seasonal fruits, promote health products, gift boxes of wine, etc. have become the first choice of the residents of the family to consume and give gifts to friends and relatives.
Gold, silver and precious stones sales increased by 17.2% year-on-year, the Year of the Ox gold bars, ornaments, pendants, coins, etc. are particularly favored. Clothes, shoes and hats sales increased by 14.2% and 12.9% year-on-year, some market market place sales than weekdays increased two times. Household appliances, communication appliances and materials sales increased by 17.8% and 18.1% year-on-year, liquid crystal televisions, kitchen appliances, digital products, electric heaters and other especially often sold.
The Tuen Mun market is booming, "household appliances to the countryside" product sales increased significantly, the Ministry of Commerce focus on monitoring and testing of the "Ten Thousand Villages and Thousands of Villages" leading enterprises in the sales of household appliances increased by 25.6% year-on-year.
The catering industry "cattle" strength
This Spring Festival, the old restaurants, specialty canteens and other public catering consumption places by the Kai Lao Liping Yi near the sought-after 800 yuan to 1200 yuan a table of affordable New Year's Eve dinner is the most popular among consumers.
Beijing Huatian Group's old-fashioned holiday sales increased 18.1% year-on-year for seven days. Among them, Qingfeng baozi store chain stores, barbecue meat store increased by more than 50% year-on-year; old Xi'an restaurant, Houdefu, Liuquanju Doubao specialty stores and other old famous stores increased by more than 20% year-on-year.
On New Year's Eve, all the old restaurants in Guangzhou New Year's Eve dinner are fully booked, Shanghai three-star hotels New Year's Eve dinner bookings than the same period last year exceeded nearly 20 percentage points, Hangzhou, Suzhou and other places to launch the "half-products of the New Year's Eve dinner," "packaged dinner" and other special services, "the New Year's Eve dinner," and so on. "and other special services to meet the needs of different consumers. Qingdao, some catering enterprises to launch the "Year of the Ox auspicious feast", "the family happy feast", "warmth and harmony feast" and other banquets, increasing the cultural meaning of the New Year's Eve dinner.
The Spring Festival period, Chongqing key monitoring and testing of catering business increased by 34.5% year-on-year, Hebei increased by 26.4%, Qinghai increased by 19.6%.
Leisure and recreation more
The Spring Festival Golden Week period, in addition to shopping, dining and other traditional ways of consumption, temple fair, reading, recreation, sports and fitness and other ways to celebrate the festival is also widely welcomed by the people.
This year's Spring Festival, Beijing Ditan Temple Fair *** welcome more than 900,000 visitors, an increase of 20% over the same period last year, imitation of the Qing dynasty sacrificial ground, pinching the face, shaking the bamboo and other folk cultural performances to attract many Chinese and foreign travelers eyeballs. BeiJing Museum of the annual "Museum in the New Year," to welcome the Spring Festival series of activities, attracting a large number of people to the museum. The program has attracted a large number of people to visit the museum. Children play with firecrackers, kites, noodles, adults play with clay figures, gourd paintings, bow and arrow and other old toys, so that the audience in the process of watching from the beginning to recall the fun of the Spring Festival in childhood.
Jilin, Zhejiang, Inner Mongolia and other places in the bookstore crowded, book sales throughout the ordinary than 20% to 30% increase.
In Chongqing, from noon on the first day of the month, many of the city to the majority of the city donkey scenic spots to stroll resorts, catch the temple, New Year's Day, only "Tour Yu Wang Temple - enjoy the easy style of easy customs" program on the welcome to travelers 50,000; in Guangzhou, the peak hours of a variety of sports sports venues appeared to be full, there has been a 17-year-old sports flower festival. The 17-year history of the sports flower will attract about 20,000 star people enthusiastically involved; in Haikou, the major bookstore shelves in front of the standing full of carefully flipping through the books of the customers, the cashier lined up in front of a long queue, people in addition to enjoying the things of life, do not forget to supplement the energy of the food.
After the Spring Festival, how to make "happy consumption" continuous?
□ Xinhua News Agency reporter Wang Wei Zhang Daosheng Gu Ye
Despite the economic "cold stream" of the impact of the Spring Festival Golden Week, the Yangtze River Delta region donkey consumer market proudly thriving. Hangzhou, Nanjing issued consumer coupons, donkey coupons play a very stimulating effect of consumption, Shanghai began to work on the "100 yuan tour of Shanghai" characteristics of the donkey route mobilized the pleasure of travel, and the holiday period to visit friends and relatives as the Yangtze River Delta to learn the short-distance tour of a major attraction. Because of the Spring Festival in the minds of the people of the country in the special catty, the year to go through, "happy consumption" has become a strong support for the consumer market.
Professionals believe that the Spring Festival Yangtze River Delta school consumption over the pre-determined date of the boom shows that the ordinary people are still in the purchasing power, the key is how to "start working" consumption. How to create a consumer environment, cultivate the ability to consume, very stimulating consumer sentiment, which is after the Spring Festival, the government, businessmen have to consider the big issue.
The Yangtze River Delta to send consumption coupons, donkey coupons to attract traffic
Consumption coupons inspired by the consumer boom, the Spring Festival period in Hangzhou, a major highlight of the consumer market. Hangzhou Qingchun movie world ticket salesman said, the Spring Festival period of 70% of the city to see the movie to apply the consumer coupons, day by day the receipt of consumer coupons are more than 300. In the Oscar Cinema World, the number of ordinary daily rest days than five or six more, each only 10 minutes gap, so the past Spring Festival rare scene. The manager on duty said, this kind of lively, consumer vouchers can not be ignored.
In Cuiyuan Cinema World on Wenyi Road in Hangzhou, this reporter met Hu Yifeng, a class 3 student who came to see the movie with his mother with a consumer voucher.
"I have a consumer coupon, this time I invited my mother to see the movie 'Pleasant Goat and Big Big Wolf'." Hu Yifeng said that after watching the movie the rest of the coupons he will go to Xinhua Bookstore to buy books.
Hangzhou city management work on January 19th to the special hardship households, retired people near the disabled up and down the united school students issued each face value of 20 yuan of consumer coupons, adults 200 yuan, students 100 yuan. The vouchers will be valid for three months after the Spring Festival, and will be used by more than 400 merchants, including Lianhua Huashang Supermarket, Suning Electric Appliance, Yintai Department Store and other brand-name trade outlets, 48 donkey resorts in Hangzhou, as well as the local major theaters and sports venues, and so on. At the same time, holding the coupon consumption can also enjoy the absolute is the concession discount.
Hangzhou goldfish electrical appliances Group Co., Ltd. deputy general manager Fu Ruide said: "the first day of the New Year to the first four, goldfish washing machine in Hangzhou sold more than 50 units, is the same period last year 300% of the sales volume. These products were purchased by 80% of the customers with consumer coupons."
Consumption coupons in the very stimulation of the donkey industry as the first effect. Before the Spring Festival holiday, the Yangtze River Delta to learn the two big donkeys famous city of Hangzhou and Nanjing have introduced a donkey coupon program, hoping to attract more traffic with the capital. Hangzhou donkey coupon face value of 10 yuan, each set of 100 yuan, *** publication of 400,000 sets, issued by the scope of Jiaxing, Huzhou, Shaoxing and other Hangzhou metropolitan economic circle, the Yangtze River Delta to the East China region, as well as in the long-distance source market.
Nanjing donkey friend bureau to nanjing city issued 20 million yuan village donkey friend coupon, for the city in the village donkey friend point against the price of施用. The city can use the donkey coupons in selected village donkey resorts, but also in the scenic area of the lodging, catering and other extended industries.
The reporter learned from the local donkey part of the donkey friends, donkey friends vouchers issued in the absolute is the level of attraction of passenger flow, enhance the popularity, but also played a role in the economic leverage effect, increased donkey friends income.
Discounts and concessions to promote sales to see the effect
Zhang Cheng from Maanshan to Nanjing told reporters that this Spring Festival to Nanjing donkeys finally came to the right, because he enjoyed a lot of 50% discounts.
From the first day of the new year, six provinces and one city in East China, the city of Nanjing to play, as long as the location of the region and in the useful period of the park card, you can enjoy the 27 municipal scenic spots in Nanjing, a 50% discount on the admission ticket policy. Preliminary estimates, the total number of this discount is not less than 80 million yuan.
Zhang Cheng from the beginning of the first day of the new year and his wife and children went all the way to the Sun Yat-sen Mausoleum, the Ming Xiaoling Mausoleum, Xuanwu Lake, Mochou Lake and other six resorts, because of the 50 percent discount on the admission ticket, he saved a lot of money, "spend a money, swim in the scenery of the two places".
Not only save the admission ticket money, Zhang Cheng in Nanjing Shanxi Road Department Store newly bought Bosideng down jacket also played 50% off. The whole Spring Festival period, Nanjing department stores to promote the sale of war one after another. A few months ago, the old thousands of dollars of new winter clothes, now basically 50% off can be bought.
Shanghai's Spring Festival marketing is also in full swing. Household appliances sales, Yongle household appliances Spring Festival marketing inputs than the same period last year increased by more than 30%, the Spring Festival period of the whole line of 30% -40% discount. Travel cloud tour face, Shanghai Oriental Green Boat from January 25 to February 9 to launch the admission ticket 50% discount program, quite popular in the Yangtze River Delta region family tour travelers favor. From the first day of the month to the first three, the park **** welcome 1.5 million passengers, an increase of 96.3%. Shanghai Donkey Bureau launched more than 20 "100 yuan tour of Shanghai" donkey route, covering the city's 25 resorts, most of the routes are priced at less than 100 yuan, the lowest is only 45 yuan. For example, travelers spend about 100 yuan, you can take a cruise on the Huangpu River, climb the Golden Trade Tower, visit the Shanghai World Expo Exhibition Center. The Spring Festival period, the "water and land over the sea to see the day trip" every day to increase frequency, to meet market demand.
Visiting friends and relatives, nearby leisure activation of short-distance travel
From the first two days of the year, the Yangtze River Delta academic railroads, roads and other transportation part of the travelers to go out of the peak of the Shanghai, Jiangsu, Zhejiang and other places of the city of the people close to the friends and relatives, around the donkeys and friends into the mainstream.
It is understood that the Spring Festival period step into Hangzhou donkeys to the Yangtze River Delta region of short-term travelers. Hangzhou Songcheng scenic area of the first month of the year to the first three of the volume of casual visitors increased by 25% year-on-year, the main passengers from Shaoxing, Ningbo, Wenzhou, Taizhou, Shanghai and other neighboring regions. At the same time, Zhejiang travelers go out to the destination of the Yangtze River Delta to study the region.
After the first two days of the New Year, Hangzhou City, Chen Tao invited a group of partners to go to Nanjing to play. "The company's main goal is to provide the best possible service to its customers. Both the Purple Mountain, the Qinhuai River and other peculiar resorts, but also duck mignonette, duck blood tofu such as famous snacks, another Tangshan hot springs and other leisure good stop. And, the trip is not far, the Spring Festival period out, both can relax the expression, but not servants." Chen Tao said.
Shanghai City, Chen Yan Pingyin chose to go to Hangzhou during the holiday season, while relatives and leisure. She said, the Yangtze River Delta to learn quickly transportation more and more convenient, the day back and forth does not feel hard.
Shanghai donkey distribution center statistics show that from the New Year's Eve to the first five years, there are more than 30,000 selected people choose a short trip. In various donkey destinations, Shanghai and the surrounding ancient towns are more popular, in addition, Wuxi Lingshan, Putuoshan, Suzhou and other donkey routes are also particularly sought after.
How to make consumption sustainable under the crisis?
The Spring Festival Yangtze River Delta school consumption over the pre-determined date of the prosperous expression, the key is how to "start working" consumption. East China Normal School University donkey department director Lou Jiajun thought, the old Li Pingyin's purchasing power is there, after all, 30 years of renovation and opening up of the accumulation of a large number of people trapped in the wealth of the people, now and 1998 Asian financial crisis is a big difference is that the level of the people of the people's wealth is very different. This year's Spring Festival consumption is the biggest inspiration is to "happy consumption", so that the old people near the heart would rather, happy to pay. All parties should be in the very stimulation of the consumer desire of the people, so that consumers really get benefits up and down efforts.
After the Spring Festival, the trade and donkey market will step into a mediocre period, the beginning of the work of consumption, the key is the content of the resolution of the form, to value for money, the business supply services also either stop innovation.