How to tap market potential and opportunities? Market potential and opportunities refer to the analysis of consumers' purchasing psychology and consumption habits, which is the most important part and the most complicated part in market research. Let's share how to tap the market potential and opportunities.
How to tap the market potential and opportunities 1 China has a population of over1400 million and a middle-income group of over 400 million, making it the largest and most potential market in the world. Super-large-scale market advantage has become a new comparative advantage for China's economic development. From the perspective of endogenous growth momentum, the contribution rate of domestic demand to economic growth in the first half of 20021was 80.9%, and the total investment in fixed assets and retail sales of social consumer goods increased by 12.6% and 23% respectively, with an average growth rate of 4.4% in both years, which showed the strong resilience of China's domestic demand market and provided sufficient motivation, strong support and room for manoeuvre for China's sustained, stable and healthy economic and social development.
However, while seeing the sustained and stable economic recovery and steady development, we should also see that the current global epidemic is still evolving, the international environment is becoming increasingly complex and severe, and there are still some uncertainties in the domestic economic recovery. Compared with the rapid recovery of the supply side, the recovery of the demand side has been relatively lagging behind, and the differentiation between different consumption fields is obvious. In the process of economic development
The relationship between the supplier and the demander is like the front and rear wheels of a bicycle. It is necessary to promote and create demand through the rear wheel, guide and grasp supply with the front wheel, and achieve a new and higher level of dynamic balance between supply and demand through mutual promotion, and finally achieve high-quality economic and social development. Therefore, it is necessary to fully tap the potential of the domestic market, adhere to the strategic basis of expanding domestic demand, further enhance the basic role of consumption in economic development, and turn the super-large-scale market advantage and domestic demand potential into the power and motive force of economic development.
First, improve the quality of supply and increase effective supply. With the development of economy and society and the improvement of per capita income, consumer demand has become more and more personalized and diversified. The consumption structure of residents has gradually changed from subsistence consumption to development consumption and enjoyment consumption, and the overall consumption upgrading trend is obvious. To release the domestic demand market potential generated by consumption upgrading, we need to continue to deepen the structural reform of the supply side, persist in taking reform and innovation as the driving force, improve the adaptability of the supply system to domestic demand, and promote consumption upgrading and expansion.
In the field of commodity consumption, encourage and support enterprises to intensify technological innovation, enhance the resilience of industrial chain supply chain, promote the transformation and upgrading of industrial structure, increase the supply of high-quality products, reduce low-end ineffective supply, and promote the optimization and upgrading of stock supply. In the field of service consumption, the consumer demand for education, culture, tourism, old-age care, sports, etc. has increased substantially, especially the development of new formats and models such as live broadcast and telemedicine has been accelerated. Efforts should be made to improve the supply level of medium and high-end service consumption and promote the innovative development of incremental supply.
In areas closely related to people's livelihood and well-being, such as education, medical care, and old-age care, it is necessary to reasonably increase public consumption, further reduce the uncertainty of household expenditure, and let people consume, dare to consume, and are willing to consume.
Second, expand rural consumption and stimulate the vitality of rural markets. According to the data of the National Bureau of Statistics, in the first half of 20021,after deducting the price factor, the actual growth rate of per capita disposable income of urban residents and rural residents was 10.7% and 14. 1% respectively, and the income growth rate of rural residents continued to be higher than that of urban residents. The per capita consumption expenditure of urban residents and rural residents is 14566 yuan and 7464 yuan respectively, and the actual growth rate is 16.0% and 19.7% respectively. The consumption growth rate of rural residents is 3.7 percentage points higher than that of urban residents, which shows the strong development potential of rural consumption market.
The trend of rural consumption upgrading is obvious, not only in the increase of total consumption, but also in the pursuit of consumption quality. In recent years, with the promotion of home appliances to the countryside and the release of policy dividends, farmers' demand for green, intelligent, environmentally friendly and healthy consumer goods is increasing, and the demand for purchasing and updating durable consumer goods such as automobiles, high-quality home appliances and health products will become a new growth point of rural consumption.
To expand and cultivate rural consumption, the key point is to speed up the penetration of county rural e-commerce system and express logistics distribution system, open up the blocking point of circulation of factors, goods and services between urban and rural areas, strengthen the construction of rural circulation infrastructure, build a rural three-level modern commercial circulation system combining county (district) level logistics distribution center, township e-commerce logistics service station and village-level e-commerce logistics service network, build a two-way channel for rural agricultural products to enter the city and urban industrial products to go to the countryside, and promote the formation of mutual promotion between workers and peasants.
Third, advocate a healthy consumption concept and form a good consumption atmosphere. With the development of economy and society and the change of consumption concept, more and more people are in debt and spending in advance. According to the Leverage Ratio Report of China in 2020, the leverage ratio of the residential sector was 62.2% in 2020, up by 6. 1 percentage point over the previous year, and kept rising 12 years. In addition, some unhealthy and unreasonable consumer demand is not conducive to stable economic and social development.
The "sky-high bride price" and various human banquets in some rural areas have added a heavy economic burden to farmers. Therefore, it is necessary to carry out publicity and education on the correct consumption concept for different groups and promote the whole society to form a good atmosphere of scientific and rational consumption.
Fourth, optimize the consumption environment and improve the regulatory incentive mechanism. To tap the potential of the domestic market and increase effective supply, we should strive to create a safe and secure consumption environment and improve the supervision and incentive mechanism from production to consumption. From the production point of view, only by strengthening the quality supervision of products and services and resolutely cracking down on acts that violate the market order, such as making and selling fake goods, shoddy goods and shoddy goods, can we gradually shape the new image of high-end and high-quality domestic brands and attract the purchasing power lost overseas to accelerate the return to China.
As far as consumers are concerned, establishing and perfecting the mechanism of * * * sharing consumer information can reduce the degree of information asymmetry between the two parties to the transaction. In addition, improving the laws and regulations related to the protection of consumers' rights and interests and improving the efficiency of handling consumer complaints and disputes will help improve consumer satisfaction.
How to tap the market potential and opportunities? Cultivate new consumption and tap market potential.
With the upgrading of consumption and the need to adapt to the prevention and control of normalized epidemic, people's consumption patterns and habits are changing, and new consumption is emerging. It is necessary to meet the new consumption demand, actively develop new products, cultivate new models and promote the development of new consumption.
Prefabricated dishes come into people's lives.
Tear open the packaging bag, open the induction cooker and pour the ingredients into the pot. 15 minutes later, a grilled fish with green peppers is ready. "I am very tired when I come home from work, and I don't want to order takeout. Prefabricated dishes are cooked quickly, and they are ready in ten minutes, and the taste is not bad. " Li Qing, a post-90s consumer in Guangzhou, Guangdong, told reporters that she would buy prefabricated vegetables three or four times a week. When summer comes, she prefers bullfrogs, grilled fish and crayfish.
Prices of pickled fish, sweet and sour pork tenderloin, etc. 15 to 30 yuan, chicken coconut, seafood pot, crayfish ranging from 35 to 90 yuan ... Walking into a large supermarket in the center of Guangzhou, the freezer is full of prefabricated dishes with various flavors and dishes. Supermarket shopping guides show that young office workers are the main buyers.
The Opinions on Further Releasing Consumption Potential and Promoting the Sustainable Recovery of Consumption issued by the State Council put forward: "Adapt to the needs of normalized epidemic prevention and control, promote new consumption, and accelerate the organic integration of online and offline consumption." Driven by personalized and diversified consumer demand, new products and services such as prefabricated vegetables, dishwashers and air fryers are very popular.
"In 20021year, the company's income from prefabricated vegetables reached 84 1 100 million yuan." Wu Liqing, vice president of Zhanjiang Guolian Aquatic Products, revealed that during the May 1st this year, the sales volume of the company's grilled fish products in Box Horse Channel increased rapidly. Xu Yi, director of the marketing department of Guangdong Hengxing Group Co., Ltd., said that last year, the sales of Guangdong boiled shrimp products of Hengxing Food reached 350 million yuan, and * * * sold more than 5,200 tons. This year, Jintang pickled fish and overnight pomfret have once again become hot-selling products.
"The popularity of prefabricated dishes is a new trend." Jong Li, chairman of Zhanjiang Guolian Aquatic Products, said that especially under the background of normalized epidemic prevention and control, the frequency of eating at home increased, and the pursuit of convenience and quality made consumers favor prefabricated dishes.
"From the enterprise level, the use of prefabricated dishes can significantly reduce the number of store personnel, improve efficiency, and reduce the labor costs and operating costs of enterprises." Xu Yi said.
Easy cooking, simple step by step reheating, you can eat all kinds of delicious food, and the fiery heat of prefabricated dishes can not be separated from the support of food industrialization. In March this year, Guangdong issued "Ten Measures to Accelerate the High-quality Development of Guangdong's Prefabricated Vegetable Industry", proposing to focus on high standards to lead the development of high-quality prefabricated vegetables, organizing the pilot work of building the standard system of the three major Cantonese cuisine industry chains, and gradually formulating and improving the series of standards for prefabricated vegetables from the head of the field to the dining table.
"Take the lead in implementing the electronic supervision mode in the industry and realize the traceability from breeding to dining table. Strong food quality control capabilities will help improve our competitiveness. " Wu Liqing introduced that the company is equipped with R&D teams from large international chain restaurants and has established a systematic product R&D system. In recent years, it has developed many rich and varied prefabricated dishes and ready-to-eat foods, such as pickled fish and grilled fish.
"Now large-scale brand chain restaurants and urban specialty food merchants have entered the field of prefabricated dishes, and there is a lot of room for market growth in the future." Huang Zhen, head of cooked food business, said that a special team has been set up to optimize market operation. With the support of user data and operational data, we can better understand the needs of consumers in terms of taste, specifications, categories, etc., and guide merchants to output more suitable products to better meet the needs of consumers.
How to tap the market potential and opportunities 3 China's future market potential demand.
First, maintain and continuously create China's super-large-scale market advantage. We must strengthen the basic role of consumption in economic development. With the improvement of people's living standards in China, the consumption structure will be continuously optimized and upgraded. Rigid consumption and traditional consumption are the foundation, new consumption and advanced consumption are the growth points, and reasonable public consumption can be adjusted with the growth of comprehensive national strength. Focus on high-quality brands, promote the development of green, healthy and safe consumption, and encourage the development of new consumption patterns and new formats.
In 20 19, the total retail sales of social consumer goods in China was 4 1 and 2 trillion yuan, and in 2020, the total retail sales of social consumer goods decreased by 3.6%, approaching 40 trillion yuan; The total scale of the logistics market exceeds 300 trillion yuan, the total international trade is 32 16 trillion yuan, and the real estate market sales are17,360 trillion yuan, totaling nearly 400 trillion yuan. The capital market has a market value of 80 trillion yuan. In the future, data elements will become an important market endowment, which will generate huge market capacity and transaction volume.
Together, the total market size of China will exceed 500 trillion yuan. During the Twelfth Five-Year Plan period, the total social retail commodities in China grew at an average annual rate of 15 and 6%, at an average annual rate of about 10% during the Thirteenth Five-Year Plan period, and is expected to grow at an average annual rate of 7%- 10% in the future. By 2035, the market size of China will exceed 1 trillion yuan.
The second is to use and integrate existing resources to form a global trade center. China has become the largest country in goods trade and the largest trading partner of more than 120 countries. It has hosted China Import and Export Fair (Canton Fair), China International Import Expo and China International Service Trade Fair, and has nearly 5,000 professional wholesale markets similar to Yiwu, which is qualified to become a global procurement and trade center. In the future, China must focus on building a world import, export and entrepot trade center and become a global trade center.
In 2035, it will basically become a trading power and form the basic framework for building a global trade center; In 2050, it will be built into a world-recognized trading power in an all-round way and become a world trade center with strong modern circulation capacity of import, export and re-export. In the next five years, the total amount of newly added imported goods will exceed 10 trillion US dollars, and it will become a world trade center in the next 15 years.
The third is to build China into one of the important financial centers in the world. With the internationalization of RMB and the improvement of international credit, the proportion of RMB in global reserve currency and the distribution of international trade settlement currency will greatly increase, and RMB will become one of the three pillar currencies. It is estimated that the proportion of RMB in the distribution of international trade settlement currencies will exceed 20% in 2035 and 30% in 2050.
The number of offshore RMB trading centers has increased from the current 13 to 50. The proportion of world futures energy in Shanghai International Energy Exchange Center will increase from the current 12% to about 20% in 2025, 30% in 2035 and 40%-50% in 2050.
The fourth is to build China into one of the countries with the best modern business environment. According to the World Bank's assessment, China's modern business environment ranked 78th in 20 17, 46th in 20 18, 3rd in 20 19 and 2020. China Municipal Government has taken a series of important measures to create a modern business environment, and it is predicted that it will become the top 20 in the world in 2025, 10 in 2035 and the top 5 in 2050.
According to the evaluation of international organizations, the best business environment in China is Hong Kong, and the business environment in China Mainland and Hong Kong has been ranked among the top five in the world. Guangdong-Hong Kong-Macao Greater Bay Area is a major strategy of the country. After the implementation of the National Security Law in Hong Kong, Hong Kong society will restore long-term stability, which will first amplify the advantages of Hong Kong's modern business environment in Guangdong-Hong Kong-Macao Greater Bay Area, thus providing experience for the further improvement of the modern business environment in China.
Fifth, build China into the most open, active and modern market system in the world. At present, there are 1 400 million market players in China. According to the data of China ICT Institute, in 2020, the scale of China's digital economy will reach 39 trillion yuan and 2 trillion yuan, accounting for 38 and 6% of GDP respectively; The growth rate of digital economy has reached more than three times that of GDP, which has become a key driving force for stabilizing economic growth.
According to the statistics of China Internet Network Information Center, the number of online medical users in China will be 210.50 billion in 2020, and the penetration rate will reach 210.7%. The penetration rate of mobile payment reached 94% and 7%, and mobile payment increased 27 times compared with five years ago, reaching 266 and 2 trillion yuan.
Sixth, speed up the construction of a new development pattern with the domestic big cycle as the main body and the domestic and international double cycles promoting each other. Smooth domestic circulation, rely on the strong domestic market, run through all links of production, circulation, circulation and consumption, break industry monopoly and local protection, and form a virtuous circle of national economy.
To build a new development pattern of mutual promotion of domestic and international two-way circulation, we must use both international and domestic markets and resources at the same time to build a smooth, efficient and low-cost modern circulation system and give play to the leading, basic and decisive role of modern circulation. Cultivate a number of international consumption centers, shopping centers and tourism and leisure centers to build a country with the best modern business environment in the world.