Reporter Liu Wang reports from Beijing.
Looking back on the past year, the consumer field has experienced many profound changes, which is a challenge given to us by the times, and it is also an opportunity given to us by the times. At the "2023 China New Consumption Summit Forum" hosted by China Business Newspaper, Ji Weimin, deputy director of the Institute of Industrial Economics of the Chinese Academy of Social Sciences, president and editor-in-chief of China Business Newspaper, said.
Ji Weimin pointed out that in the context of the Z generation group gradually becoming the main consumer, China's residents' consumption is also showing diversified, multi-level and multi-faceted characteristics, especially the trend of personality, diversification and quality upgrading is becoming more and more obvious. Some new changes have taken place in consumers' consumption concepts, lifestyles, and eating Xi habits.
In the new consumption era, the new market environment also gives enterprises a new mission. In the face of such complex and diverse market demand, adhering to long-termism should be the goal that every brand constantly pursues. Ji Weimin said.
Xi the spirit of the ** Economic Work Conference
From December 11th to 12th, the ** Economic Work Conference was held in Beijing. Ji Weimin said that there are four points that should be focused on at the economic work conference:
The first is the "five musts", Ji Weimin believes that these "five musts" are to deepen the understanding of the laws of economic work in the new era. First, we must take adhering to high-quality development as the last word in the new era;Second, we must persist in deepening supply-side structural reform and focus on expanding effective demand and making concerted effortsThird, we must persist in relying on reform and opening up to enhance the endogenous driving force for developmentFourth, we must adhere to high-quality development and high-level security and benign interactionFifth, we must take the promotion of Chinese-style modernization as the most important politics.
The second is the "twelve-character policy", seeking progress in stability, promoting stability with progress, and establishing first and then breaking. Ji Weimin believes that it is necessary to make overall plans and take into account stability and progress, take the initiative to stand up, break on the basis of establishment, and work steadily and steadily, not detached from reality and rush for success. Innovation is not something out of nothing, but it is necessary to develop and innovate on the basis of consolidating and carrying forward the existing achievements.
Again, it is the "nine important tasks" to lead the construction of a modern industrial system with scientific and technological innovationEfforts should be made to expand domestic demand;Deepen reforms in key areas;Expand high-level opening-up;Continue to effectively prevent and resolve risks in key areas;Make unremitting efforts to do a good job in the "three rural" work;Promote urban-rural integration and coordinated regional development;We will further promote the construction of ecological civilization and green and low-carbon developmentEffectively protect and improve people's livelihood.
Finally, there are "four implementations", that is, to grasp the implementation to the letter, to grasp the implementation vigorously and resolutely, to grasp the implementation of truth-seeking and pragmatic, and to dare to do good to grasp the implementation.
Keywords in the consumer sector
2023 is the year of "consumption boost", and it is also the year of the resumption of China's consumer brands under the overall recovery trend. In the context of firmly implementing the strategy of expanding domestic demand, how to more effectively drive the comprehensive and sustained growth of the economy by accelerating the upgrading of consumption quality has also attracted widespread attention from inside and outside the industry.
In this case, relevant data shows that in 2023, Chinese consumers will generally show three major trends: from "meeting basic needs" to "normalizing quality upgrades";From "single-channel consumption" to "omni-channel consumption integration";From "chasing the halo of foreign investment" to "the rise of confidence in domestic products".
In this regard, Ji Weimin summarized several keywords in the consumption field since 2023.
The first is health. Ji Weimin said that this is the biggest keyword in the field of consumption in recent years. According to a report by the Beijing Municipal Bureau of Statistics, more than eighty percent of families pay for healthy consumption, and healthy consumption and healthy life have been recognized by residents, which is closely related to our corporate layout. For example, during the recent flu season, products such as electrolyte water have become very popular, and health has become a common concern for all industries.
The second is innovation. Ji Weimin mentioned that the current main consumer groups, consumption concepts, consumption Xi, and consumption channels are undergoing earth-shaking changes. This is a very important lesson for enterprises, especially as the main body of market operation, to segment the population, because they represent the market that the enterprise wants to successfully segment, and also represent a new growth point.
Finally, digitalization. Ji Weimin said that through new technologies such as cloud computing, Internet of Things, big data, and artificial intelligence, we have brought some effects in different industries and upstream and downstream of different industries, especially in reducing costs and increasing efficiency.
Segment track opportunities
Ji Weimin said that in the current context, we can see that since the beginning of this year, all localities and departments have insisted on giving priority to the recovery and expansion of consumption, and have successively launched a series of policies and measures to promote consumption, forming more new consumption scenarios, new models and new supplies, and also promoting the continuous recovery of the consumer market. The consumption scene has also been comprehensively expanded, the rapid release of consumption potential and the strong recovery of consumption momentum have injected new vitality into the development of the entire national economy.
According to the National Bureau of Statistics, in October this year, the total retail sales of consumer goods in the country increased by 7% year-on-year6%, an increase of 2 from the previous month1 percentage point, the rebound momentum of consumer demand is more significant. The vigorous consumption vitality and the growth of market sales reflect the continuous recovery of consumer confidence.
Ji Weimin believes that this also confirms the continuous release of consumption potential, and breeds new momentum for the national economy to consolidate its foundation and recover for the better. Let the policy of expanding domestic demand and promoting consumption continue to exert force, and the role of consumption as the "main engine" will be further demonstrated.
At the same time, combined with the new policies in the consumer field and the new trend of the consumer market, Ji Weimin said that "China Business News" will focus on the following directions in the consumer field:
The first is that the sinking market is full of opportunities, especially in the sinking market.
In the third- and fourth-tier cities, there are several Mixue Bingcheng in one bustling commercial street, and the consumption power of the county market is also very hot. In Document No. 1 of 2023, the word "county" appears 13 times, and there are as many as 35 descriptions related to "county". In addition, the Ministry of Commerce previously stated that it would implement the "three-year action plan for county commerce", and strive to establish a relatively complete county, township and village business network system in qualified areas by 2025.
The second is the transformation of elderly consumption for the elderly. According to relevant data from the National Development and Reform Commission, in 2020, the total scale of China's "silver economy" was about 54 trillion yuan, accounting for 5 percent of the global "silver hair market".56%, the development of the "silver economy" market is promising, there is a lot of space. Among them, the elderly consumers are also showing a new trend of "younger", "intelligent" and "consumption upgrading". In particular, the interaction between the older generation and the new generation is very obvious in the Internet era, which has also led to the "youthfulness" of the elderly population, which is a very large growth space for consumer enterprises.
Finally, there is the rise of the national tide. Previously, the document jointly issued by the Ministry of Industry and Information Technology of the People's Republic of China mentioned that it is necessary to "excavate traditional cultural genes and intangible cultural heritage such as Chinese culture, Chinese memory, and Chinese time-honored brands", which is also a hot spot now. The rise of the national tide also means that we are becoming more and more culturally confident, and today's national tide has also become a new path for many new and old brands, and many brands are doing this work.
In addition, Ji Weimin said: "Healthy diet, sports business, new marketing paths for consumer enterprises, scientific research and innovation, etc., will also be the direction of our focus. As the competition deepens, so will the innovation of the market segment. For example, in the tea market, the products have been upgraded from the previous high-fat and high-sweet products to healthier and more natural, and many companies have extended upstream to invest in the origin of raw materialsF&B brands are paying more attention to innovation in scenarios such as personal consumption, family and friends gatherings. In today's market, products and innovations that can provide emotional value will also get more business opportunities or more possibilities. Especially those products that can meet the needs and hobbies of the post-00s will definitely stand on the stage**. Products that can make better use of new technologies and new channels will also get more surprises. ”
In the new year, the consumer sector is still full of opportunities, and being good at discovering and capturing new opportunities will allow us to have a place in this era. Ji Weimin said.