Consumption has become the first driving force driving China's economic growth for three consecutive years, and the development of the online retail industry is even more rapid. The reporter integrated several online shopping platform sales data and found that under the promotion of big data and artificial intelligence technology, the network consumption pattern has been upgraded, and it has been characterized by quality, intelligence, and personalization. In this regard, experts suggest that in the supply side to promote intelligent manufacturing, increase innovation and design efforts, improve product quality, create new demand with new supply.
According to statistics released recently by the National Bureau of Statistics, the contribution rate of final consumer spending to China’s economic growth reached 64.5% in the first three quarters of this year, and the pattern of consumer-driven economic growth was further consolidated.
According to Xing Zhihong, spokesperson of the National Bureau of Statistics and director of the National Economic Statistics Department, the continuous escalation of consumer spending, the rapid emergence of new business models, and the continuous improvement of consumer policies and continuous improvement of the consumer environment have effectively stimulated the potential of consumption. .
From the perspective of consumption patterns, the growth in online sales was strong. In the first three quarters, the online retail sales of physical goods increased by 29.1% year-on-year, and the online retail sales of non-physical goods grew even faster, reaching 52.8%. In the first half of 2017, China’s online retail transaction volume increased by 33.4% year-on-year to 3.1 trillion yuan, an acceleration of 5.2 percentage points over the same period of the previous year.
According to Gao Feng, spokesperson of the Ministry of Commerce, the growth of the online retail market scale has increased month by month under the influence of favorable factors such as netizens' dividends, consumer upgrades, online and offline integration, and business model innovation. More than one-third of the increase in total retail sales of consumer goods is contributed by online retail sales.
The reporter summed up Alibaba, Amazon, Jingdong, Netease and other online shopping platform related data found that the current network consumption presents five new trends.
First, consumers are less sensitive to price and more concerned about quality. According to the statistics of the Ministry of Commerce, during the promotion period of some e-commerce vendors, the unit prices of mobile phone digital and household appliances continued to increase, and the sales of high-end appliances such as dishwashers and water purifiers were more than five times that of the same period last year. According to the Alibaba retail quality consumption index, dishwashers, self-balancing electric vehicles, fitness clothing, outbound tourism, latex mattresses, lip gloss, integrated smart toilets, dehumidifiers, and moxibustion devices have become the top ten in quality consumption. "commodity. Jingdong Data Research Institute analyzed that foreign high-quality fresh product sales showed an explosive growth. During this year’s “6·18†campaign, sales of the United States’s Cherries, New Zealand’s lobsters, and northern European salmon were hot.
The second is that smart consumption has become a growth point. According to the data provided by Alibaba's platform, the proportion of smart consumption has increased substantially, mainly including smart homes, virtual reality and various new types of smart devices.
According to the person in charge of Jingdong’s Home Appliances Division, sales of artificial intelligence TVs, smart refrigerators, somatosensory bicycles, floor-sweeping robots, broken juice makers, dishwashers, and VR glasses have increased significantly from last year. Jin Xuejun, dean of the Internet Finance Branch of Zhejiang University, believes that as consumers mature, new smart devices are expected to grow at high speed.
Third, the growth rate of rural network consumption is faster. According to the statistics of the Ministry of Commerce, in the first half of 2017, the retail sales of rural areas across the country reached 537.62 billion yuan, an increase of 38.1% year-on-year, 4.9 percentage points higher than the city. Order growth from cities in the central and western regions and third-tier cities was significantly higher than the average growth rate, becoming a new consumer driving force.
Experts believe that the sinking of e-commerce business channels and overseas expansion have led to the rapid development of rural e-commerce and cross-border e-commerce, which has enabled rural online shopping consumption potential and netizens' demand for global high-quality goods to be further released, thus driving the online shopping market. The consumption upgrade.
Fourth, online retail provides a platform for the rise of domestic brands. Gao Feng said that domestic brands have demonstrated a strong competitive advantage. In domestic appliances, mobile phones and other markets, domestic brands have established a dominant position. In the first half of 2017, domestic brands accounted for 74.5% of total sales. In home textiles and household appliances, domestic brands accounted for about 85% of sales.
"Nut bud" CEO Liu Nan said that in the past year, we found in the sales, users have a "downgrade of consumption" trend, this trend is not the opposite of "consumption escalation", but the degree of consumption after upgrading to some extent That is, users have higher requirements on quality, and they are no longer willing to pay for brand premiums as they have done in the past. Domestically-made premium brands such as “Good Kids†and “Children's Beginnings†began to take off this year.
Fifth, cross-border online shopping is more popular. According to information provided by Amazon’s overseas purchase platform, seniors have started to join the camp of cross-border online shopping. In the dimension of “single spend of 5,000 yuan or moreâ€, the proportion of consumers over the age of 60 is the highest. In addition to the North Sea and the broad-headed “Hai Tao†market, the purchasing power of Sichuan, Shandong, Hubei, and Liaoning has also grown rapidly.
Liu Nan believes that consumer demand for cross-border e-commerce daily necessities will exist for a long time, especially in the context of consumption upgrades and the “second-child era,†consumers will be more personalized and specialized in the consumption of daily necessities. The variety of commodity commodities in the country is increasingly diversified.
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