According to Xinhuanet, recently, Wang Wentao, Minister of Commerce, said at the press conference of the State Council Information Office that he would combine the experience of the early pilot to carry out a three-year action to build a "quarter-hour convenient living circle" nationwide, and strive to let qualified cities take action by 2025, and strive to transform the "demand list" of residents into a "satisfactory list" of a quarter-hour convenient living circle.
What is a "quarter-hour convenient life circle"?According to the definition of CCTV News in the report, this requires more than 50% of the daily consumption expenditure of urban residents to be concentrated within 1 kilometer of the community, that is, a 15-minute walk. This "quarter of an hour" life scope includes the daily needs of young consumers such as daily catering, medical treatment, and sports. Young consumers' demand for these needs is not only "immediate", but also a real rigid demand.
Accurately discovering and solving the "immediate needs" around young consumers can be said to be the next breakthrough in the development of the service industry, which is also closely related to the life circle of the youth community.
First of all, the relationship between customers and demand within the scope of "a quarter of an hour convenient life circle" is relatively stable. Within this range, the needs of young consumers are mainly concentrated in daily catering needs, medical needs, sports needs, and so on. They are generated on a daily basis and the risk of changes in demand is low. Moreover, relying on the fixed place of residence of consumers, the customer base is very stable, which effectively reduces the business risk of the related service industry, and the demand for renewal and iteration of the service industry is also low, and the follow-up investment requirements are not high.
Second, these needs are highly complementary in the life circle of the youth community. It is manifested in the following ways: First, it is the complementarity of the demand for goods and services. For example, the health and recreation needs of the elderly complement the fitness and communication needs of young people. The second is the complementarity of time and space needs. The early morning hours and daytime working hours are the consumption hours of the elderly, and the morning rush hour and night are the consumption hours of young people, and the resulting "night economy" and "day economy" form an organic complementarity. The complementarity between the diverse needs of residents prompts these needs to connect the corresponding service formats, and their respective customer groups are both unified and different, forming a stable and linkage ecosystem.
It is worth noting that on the basis of these stable demands, it is more conducive to the generation of derivative demand. For example, in the community circle, the catering needs of young people will give rise to a series of after-dinner entertainment formats. Creating derivative demand on the basis of stable demand can help consolidate customer groups, form a more reasonable business logic, and create a more durable business model.
Moreover, these seemingly small needs just connect with small and micro business entities, and then make the micro economy agglomeration into a stable and coordinated regional format. The "immediate needs" of young residents correspond to the business formats, which often have lower investment thresholds and more flexible business methods. A small shop, a small stall, is a breakfast shop, a farmer's shop. In addition, these products tend to be highly mobile, with low input of raw materials and a stable flow of customers, which is conducive to the development of self-employment, creating more employment opportunities for young people while meeting the needs of surrounding residents. For example, if you build multiple food stalls, you can try to build a snack street with a certain reputation, bringing more economic benefits to local residents and improving the quality of life.
The service industry not only needs to meet people's enjoyment needs, but also contains a huge market space for the immediate and rigid life needs around young people. The advantage of enjoying demand is that the unit price of customers is high, the service cycle is long, and there are many derivative consumption links, and the biggest advantage of this type of life demand is that the demand and customer group are stable, the capital period is short, and the demand point is trivial but helps to integrate.
With the continuous advancement of new urbanization, the youth community life circle will become an important gathering point for life needs, relying on the community to continuously tap the "immediate needs" of residents and explore the enrichment and deepening of service formats, there will be huge market potential.
In general, there is also a lot of business potential for building a "life circle" for young people in the surrounding communities. Meeting the "immediate needs" of young people is the next breakthrough in the service industry, and richer service scenarios can be derived on this basis. In the future, the service industry should also make "big efforts" on these "small needs".
The author is co-director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School
Pan and Lin **China Youth Daily.
*: China Youth Daily client.