In the Chinese New Year's customs, the Spring Festival Gala is definitely a rather magical existence.
Looking at it from the perspective of culture and art, although it is scolded every year, it can't stop taking care of it every year.
It is only because of the Spring Festival Gala that the "ratings monopoly" position is really invincible.
If you look at it from the point of view of economic life, you will find:
It has witnessed almost the entire process of Chinese society from closed to open, from poverty to prosperity...
Over the years, everyone has complained that "the Spring Festival Gala is getting worse and worse".
Unexpectedly, when the 2024 Spring Festival Gala came to an end, someone actually teased and said: "This is a song and dance, cross talk sketch and magic acrobatics inserted in the advertisement!" ”
On the evening of the Chinese New Year's Eve, my family and I sat around the TV to watch the Spring Festival Gala.
I don't know if it's an occupational disease-
When Liu Qian interacted with the people of the whole country in magic, I laughed out loud at AD calcium milk and Wuliangye, and was told by my wife that the joke was unique;
Watch the sketch "Can That Be the Same?" When I heard "Little Red Book, Your Life Guide", I casually said: "Money is really not taken in vain!" ”
In the sketch "Our Guest", I saw the brand-new Trumpchi E8 new energy vehicle and blurted out: "Domestic trams and ice and snow tourism group advertising";
At the Xi'an branch of the Spring Festival Gala, HuaweiP60 Pro mobile phone has become a very eye-catching performance prop;
In the sketch "Chill House" contributed by the Happy Twist team, Ma Li played the role of a female anchor with goods on the Internet, and Brother Teng even placed orders all over the house....
"The national team is taking out a loudspeaker to shout, everyone is consuming....”I've said this twice in a row.
My wife listened to it and turned to joke with my parents
What do you see this man? Chinese New Year's Eve watched the Spring Festival Gala and did not forget the work matter, and turned back to let the gourd baby give us overtime pay for a while....”
As soon as these words came out, the whole family was amused.
Jokes are jokes, the Spring Festival Gala can exist for more than 40 years, and naturally there is a magical place for it-
It's almost the only TV show that allows several generations to sit together in front of a television at the same time;
After several evolutions, today's Spring Festival Gala has already become a super-large entertainment version of the news broadcast.
In other words,The Spring Festival Gala is to actively promote values on the basis of satisfying the preferences of the greatest common divisor.
In the Spring Festival Gala of 99, Mr. Huang Hong said, "We workers have to think for the country, I don't lay off, who will be laid off";To tell the truth, it must be the first time to use such a big battle to promote and encourage consumption in the Spring Festival Gala.In 08, many programs in the Spring Festival Gala reflected the support and expectations for the Beijing Olympic Games;
From 2010 to 2015, many Spring Festival Galas reflected the care for migrant workers;
The 2017-2023 Spring Festival Gala has repeatedly conveyed the intention of urging young people to get married and give birth....
Take a look at the sponsors of the 2024 Spring Festival Gala and you'll understand-
JD.com and Xiaohongshu are the only two major Internet companies among the many sponsors;
New energy vehicle brands such as Xiaomi, Wenjie, Trumpchi, and Deep Blue are very presence;
Huawei, OPPO's multiple models of domestic mobile phones debuted, which is also very eye-catching;
Moutai, Wuliangye, Qinghuafen, Gujinggong, etc., which form the "liquor group", are particularly eye-catching;
Wahaha, Anmuxi, Pechoin, Nature Hall and other domestic brands have been killed in the dark....
Any one of them is a well-known domestic brand, and any one of them is a big coffee on the consumption port.
If only see the so-called"The Spring Festival Gala is short of money, and it is busy advertising"., that would be superficial;
High-quality domestic products sponsor the annual national party, and the highest-rated programs in the country spare no effort to advertise for the promotion of high-quality domestic products....
Isn't this a proper two-way street?
First of all, this year's Spring Festival Gala, the intention of shouting to stimulate consumption is very obvious.
The economic work conference at the end of 2023 requires that potential consumption should be stimulated, effective investment should be expanded, and a virtuous circle of consumption and investment promoting each other should be formed.
At the beginning of 2024, the top management determined that 2024 would be"Year of Consumption Promotion".
The above not only provides a direction for further expanding domestic demand, but also provides a direction for the best value promotion of the Spring Festival Gala.
Many well-known domestic brands have been pulled to the Spring Festival Gala, the largest national party in the country, and they have slipped around, which is very high!
Among them, Baijiu Tiantuan and other consumer domestic brands have the most presence.
Wuliangye took out 100,000 interactive gifts, including the eighth generation of Wuliangye and other key products, with a total value of about 1100 million;
Yanghe Dream Blue has won the naming right of the Spring Festival Gala at zero o'clock for four consecutive times;
Gujinggong continues to participate in the sponsorship of the Spring Festival Gala with a special broadcast title....
In addition, Yanghe, Gujing Gongjiu, Langjiu, Jinjiu, Shuijingfang, etc. have appeared in the host's oral broadcast and other links many times.
Liquor has always been the leader in the consumer sector, but it is very rare for many liquor brands to collectively appear in the Spring Festival Gala, which also shows the importance of the national team to stimulate the field of large consumption.
And Pechoin, Wahaha, domestic mobile phones and other domestic brands appear in turn, which can be described as the same.
Secondly, the consumer platform manufacturers dominate the list, and "Internet +" will continue to carry the banner of economic transformation.
The high-standard appearance of Jingdong and Xiaohongshu, two major Internet companies, also attracted phenomenal onlookers!
As early as the end of January 2024, the news of JD.com and Xiaohongshu sponsoring the Spring Festival Gala has been overwhelming.
In particular, Xiaohongshu's live broadcast of grass planting and JD.com's activities such as "taking away 100 million red envelopes for a penny, giving away 100 cars", and "generous"** giving away 100 cars, are all highly anticipated.
In the past 2023, JD.com is facing multiple challenges such as declining revenue growth, high costs, and sluggish growth of new users. After Xiaohongshu broke through the 100 million daily active mark, it also fell into a bottleneck period.
The reason why they invariably chose to bring capital to the Spring Festival Gala is nothing more than to try to tap the sinking flow and break through the growth dilemma.
Especially for Xiaohongshu, it is even more important to break through the traffic growth dilemma and promote its newly launched buyer e-commerce business.
For example, Xiaohongshu officially announced early: it will build a live broadcast room of "Everyone's Spring Festival Gala", ** the tidbits in front of and behind the scenes of the Spring Festival Gala, and invite the Spring Festival Gala actors to interact with the audience in the live broadcast room.
In addition, in the live broadcast room of "Everyone's Spring Festival Gala", Xiaohongshu will also sell the same clothing and peripherals of the Spring Festival Gala.
Behind this, it is very likely that the new economic model of "Internet +" will continue to turn red.
In addition, this year's Spring Festival Gala let us see the efforts of national industrial transformation.
In this year's Spring Festival Gala, it is a very gratifying scene for new car-making forces to gather.
Domestic new energy vehicles gather together for the marketing of the Spring Festival Gala, which shows its enterprising spirit, after all, there is no program in the hands of the group can be richer and more diverse.
Domestic new energy vehicles have become frequent visitors to the Spring Festival Gala, and they have also recorded the progress of the Spring Festival Gala, because new energy vehicles have long become a bright spot in China's economic transformation.
Let's talk about an incredibly exciting set of stats
According to the data of the China National Association, in 2023, the production and sales of new energy vehicles in China will be 95870,000 and 94950,000 units, an increase of 358% and 379%；
The market share of domestically produced new energy vehicles reached 316%, up from 5 in the same period last year9 percentage points, China's new energy vehicles have ranked first in the world for 9 consecutive years.
In 2023, China will export a total of 4.91 million vehicles, a year-on-year increase of 579%, of which, the export of new energy vehicles 12030,000 units, a year-on-year increase of 776%。
So far, we have surpassed Japan for the first time to become the world's largest exporter of automobiles, and the contribution of new energy vehicles is indispensable!
Of course, we also look forward to the outstanding performance of more cutting-edge industries such as chips and semiconductors, artificial intelligence, and high-end biomedicine.
Finally, through this year's Spring Festival Gala, we have a glimpse of the comprehensive upgrade of tourism consumption.
In addition to the main venue in Beijing, the four sub-venues in Shenyang, Liaoning, Changsha, Hunan, Xi'an, Shaanxi, and the old city of Kashgar, Xinjiang have also aroused heated discussions.
Among them, the Shenyang branch venue was selected in the Industrial Museum of China in Tiexi District, the Changsha branch venue was selected in Changsha Binjiang Cultural Park, the Xi'an branch venue came to Datang Sleepless City, and the Kashgar branch venue was selected in the famous ancient city of Kashgar.
The Spring Festival Gala will be directly done to the tourist attractions with local characteristics, like the appearance of cultural tourism in various places, among them, Changsha and Xi'an are two cities, which are models of consumer-oriented cities.
After the end of the epidemic, the tourism industry in many places ushered in waves of "pouring wealth", which made us vividly remember.
Especially in the current period of deep macroeconomic repair, the popularity of cultural tourism in various places has indeed made a lot of contributions to stimulating consumption and stimulating growth.
CCTV Spring Festival Gala is also using its irreplaceable platform value to wave the flag for cultural tourism around the world, how can it not be moving?
In 2024, who will be the next phenomenal top stream of cultural tourism? We'll have to wait and see.
The Spring Festival Gala has changed, and Chinese society has also changed.
If you see it from the first CCTV Spring Festival Gala in 1983, you will find that:
Every bit of the stage of the Spring Festival Gala is recording the process of Chinese society from closed to open, from poverty to wealth.
It seems difficult to find out if we don't dig deeper:The Spring Festival Gala in 2024 has responded to the demands of so many people and the ignition of the economic field at once.
Objectively speaking, the Spring Festival Gala in the Year of the Dragon has really done its best.
What's more, our country is also undergoing a profound social transformation
Statistics show that in 2023, the contribution rate of consumption to China's economic growth will be as high as 825%。
This blockbuster data has already prompted us:China's economy is shifting from being driven by external demand to being driven by domestic demand, and from being investment-driven to consumption-driven.
Professor Zheng Yongnian, a well-known scholar, once pointed out that in the face of the ever-changing international situation, the key to China's high-quality development is to build a consumer society and promote the transformation of economic growth from export-oriented to domestic demand.
Obviously, this is consistent with what the top has repeatedly emphasized"To build a new development pattern, we must firmly grasp the strategic basis of expanding domestic demand."Coincide with.
And there are two pillars behind a successful consumer-oriented society:
First, there is a fairly large middle-income group, and they will show tension in the consumer society;
Second, it covers the social security system of improving pension, medical care, housing, and basic assistance.
In this process, we need to focus on three major issues:
First, there is the issue of growth momentum.
The second is the issue of income distribution.
The third is the issue of urban-rural integration.
Many of my friends still seem to be nostalgic for the decade when we first joined the WTO, and our country's economy grew rapidly.
As everyone knows, behind that is extensive investment and scale effect.
Time has passed, and we cannot and will not allow us to follow the same old ways.
Higher incomes, better employment opportunities and living conditions require a push and efforts to adapt to the economic transition.
A series of cutting-edge industries represented by the Internet and new energy vehicles are the epitome of this great transformation.
Some of you may have only seen the factory move to India, the assembly line moved to Vietnam...
But as everyone knows, it is difficult to meet our needs for common prosperity by relying on those leftover processing and production.
Of course, transformation means enduring labor pains, and the reduction of job opportunities and the stagnation of wages in a short period of time are inevitable.
However, in the long run, as long as we can solve the problem of switching from old to new growth drivers, the prospects for China's economy will undoubtedly be bright.
As mentioned above, we do need more "fist" industries like Internet + and new energy vehicles.
In the process of cultivating a number of "able to play" national brands, because national enterprises can grasp more right to speak, they will also grasp more initiative in solving the problem of income distribution.
On the one hand, the majority of profits and added value can stay in the country more;
On the other hand, at the fiscal and tax level, national enterprises will also have more responsibilities.
The above will help us grasp more active advantages in the process of improving the consumer-oriented society.
Finally, the vast expanse of rural areas is also not to be underestimated.
Only by cultivating a large number of national enterprises with global competitivenessRural revitalization strategy, promote urban-rural integrated development, and promote common prosperity of urban and rural areascan be better achieved.
This is an incomparably complex and systematic project.
We might as well give more patience and confidence to the land we love beloved, and continue to work hard day after day to walk the future of prosperity day by day.
I wish all friends who care about China's economy, long Xing Lang, and a bright future!