Rebound Alert: How a Resurgent Consumer Market is Fueling Economic Comeback
China’s Consumer Market Shows Strong Development Momentum
China’s consumer market has been experiencing a strong development momentum, with consumption scenarios constantly being refreshed and residents’ consumption potential being continuously released. This year, being the “Consumption Promotion Year,” various regions have focused on promoting consumption by innovating consumption scenarios.
Consumption scenarios continue to emerge, and characteristic cultural activities are becoming increasingly colorful, adding fuel to economic development. For instance, in Shanghai, the Nanjing West Road business district has introduced smart facilities such as smart shopping guides, unmanned convenience stores, and virtual reality fitting rooms, allowing consumers to enjoy a new experience of technological shopping.
In Tianjin, more than 100 major sports events have moved out of stadiums and into scenic spots, sports parks, commercial centers, and pedestrian streets, providing citizens with a cultural and tourism feast that integrates sports competitions, cultural entertainment, catering, and leisure, and fashionable life. In Luoyang, Henan, various specialty commercial blocks have created a series of youthful consumption scenes around specialty food, coffee and tea, animation e-sports, music, and street dance, and “night shopping” has made the “night economy” shine.
Consumer Price Index Rises
According to the data from the National Bureau of Statistics, the national consumer price index rose by 0.5% year-on-year in July this year. On average from January to July, the national consumer price index rose by 0.2% year-on-year.
Innovation in Consumption Scenarios
Innovation in consumption scenarios is the key to activating consumption potential. Industry experts said that traditional consumption models can no longer meet the increasingly diversified and personalized needs of consumers, and that they should continue to innovate and create consumption scenarios with unique charm and appeal, so that consumers can enjoy unique cultural experiences and emotional resonance while shopping.
Supporting Green Consumption
The recently issued “Opinions on Accelerating the Comprehensive Green Transformation of Economic and Social Development” proposed supporting qualified regions to encourage enterprises to adopt “old for new” and other methods to guide consumers to purchase green products through the issuance of consumption coupons and green points.
Driving Economic Growth
Since the beginning of this year, all regions have actively restored and expanded consumption, and the consumption potential has been gradually released. The driving effect on economic growth has been significantly enhanced, which has played an important role in promoting economic recovery. According to data from the National Bureau of Statistics, in the first half of the year, China’s final consumption expenditure contributed 60.5% to economic growth, driving GDP growth by 3.0 percentage points.
Regional Consumption Promotion
All regions have seized the opportunity of the consumption season and accelerated the heating up of the consumer market by holding events and issuing consumption coupons. For example, Guangxi launched more than 300 summer promotion theme activities, while Yanji, Jilin invested 5 million yuan to issue exclusive government consumption coupons for “College Students’ Summer Travel ‘Just’ in Yanji” to enrich the consumption experience of college students.
Cultural and Tourism Consumption
During the past summer vacation, residents had a strong demand for travel, and consumption of related services such as catering, transportation, and cultural tourism showed a good growth trend. A relevant person in charge of the Ministry of Culture and Tourism said that this year, various places held more than 4,000 cultural and tourism consumption activities with a total of about 37,000 sessions during the summer vacation, and introduced measures to benefit the people, such as issuing consumption coupons, ticket discounts, full consumption reductions, and discount packages.
Expert Insights
“The direct economic effect of issuing consumption coupons is reflected in promoting consumer demand.” Zhu Keli, executive director of the China Information Association, believes that during the traditional peak consumption season, issuing consumption coupons can directly increase consumer purchasing power and promote the sales of goods and services, and has a significant effect on boosting consumption in the retail, catering, entertainment, and other industries.
Industry experts believe that as relevant measures are further refined and implemented, favorable conditions and positive factors supporting the momentum of consumption growth will continue to increase. Local governments will create special scenes in conjunction with holidays and promote cultural empowerment, which will continue to drive the economy to recover.
