Reporter Lin Lili.
Jiande City, Zhejiang Province, has promoted the development and growth of the strawberry industry through sales channels such as e-commerce and live broadcast. The picture shows tourists picking strawberries in the greenhouse. Photo by Xinhua News Agency reporter Xu Yu.
* The Economic Work Conference proposed to "cultivate and expand new consumption and vigorously develop digital consumption". At present, the rapid development of new formats and models of digital consumption, represented by online shopping, online live broadcasting, digital culture, etc., has profoundly changed people's consumption habits, and digital consumption is becoming an important driving force for expanding domestic demand, stabilizing growth and promoting transformation. From January to November 2023, the national online retail sales 139571 billion yuan, a year-on-year increase of 11%. How to further use digital technology to open up new space for consumption growth?The reporter conducted an interview.
Digital consumption creates a variety of scenarios and promotes the integration of online and offline.
Shot] Children in blue princess dresses dancing in front of the "Ice and Snow Sculpture";Young people take pictures of the "starry sky" ......In the X27 theme park in Hangzhou, Zhejiang, personalized digital scenes can be seen everywhere to attract consumers. Li Feng, a resident of Yuhang District, Hangzhou, said: "There is a special sense of trend and art here, which makes you forget to return." ”
At the theme park, every brick-and-mortar store in the mall has set up an online live broadcast room, and Liu Lu, a resident of Hangzhou's Linping District, said: "I saw the store live on my mobile phone, so I came to it." Children's clothing for 10 yuan and down jackets for 100 yuan, the same as the online live broadcast room**. In addition to shopping, you can also visit the mall's art exhibitions. ”
Xie Rudong, Chairman and CEO of Yuanwang Technology, said, "This is a commercial complex that operates online and offline all day. We hope to empower traditional shopping malls with digital technology, introduce online traffic into offline industries, bring real-life interaction to social networks, and promote the formation of a new model of 'online commerce + offline tourism'." ”
Nowadays, consumers visit fewer shopping malls, and behind this phenomenon is the contradiction between the consumption scenarios and functions of traditional shopping malls and the increasingly diverse needs of consumers. How to transform traditional shopping malls?
It is a direction to promote the deep integration of digital technology and the real economy, empower the transformation and upgrading of traditional industries, and give birth to new industries, new formats and new models. Some places are actively exploring and upgrading the new consumption business model of "digital and real integration", and many shopping malls use digital means to provide enterprise users with services such as consumption trend mining, intelligent dynamic sales, and full-chain management, which are favored by people.
Digital consumption breaks through the limitations of time and space, creates diversified consumption scenarios, changes offline consumption to online and offline diversified integrated consumption, changes people's consumption patterns, consumption structures and consumption concepts, promotes consumption upgrading, and releases consumption potential. Nowadays, various new consumption scenarios brought about by digital technology are emerging in an endless stream, such as the new model of "Internet + social service" represented by education and medical care, and the new retail represented by smart stores and smart restaurants, all of which have shown high market recognition.
Yang Hutao, a researcher at the Chinese Academy of Social Sciences' Research Center for Socialism with Chinese Characteristics in the New Era, believes that for enterprises, "digital and real integration" is regarded as a process of digital transformation, that is, the process of using digital technology to create new products, new processes, and new models. Reducing costs, improving efficiency, and increasing revenue are the keys to measure the development effectiveness of "digital and real integration" of enterprises.
Xiao Rongmei, deputy director of the Policy and Economic Research Institute of the China Academy of Information and Communications Technology, believes that after decades of development, the integration of digital technology and the real economy is entering a new stage of accelerated development from the "critical point" of scale expansion, and it is necessary to promote relevant enterprises, especially small and medium-sized enterprises, to accelerate their digital transformation.
Enhance the ability of accurate matching between supply and demand, and improve the efficiency of market transactions.
Xu Jie, a consumer in Beijing, sat at home holding his mobile phone, and could see the breeding base in Huanxian County, Qingyang City, Gansu Province, more than 1,000 kilometers away, without leaving home. Seeing is believing, and I feel that the quality of the mutton in this shop is reliable. Xu Jie said.
In the past, after retirement, Xu Jie used to take the bus to the vegetable market in the suburbs to buy meat. "Now, I go to the wet market to buy less and buy more meat online. Watching a live broadcast is more intuitive and reassuring than visiting the vegetable market. ”
Business is busy around New Year's Day, there are many regular customers, and about 120 sheep can be sold a day. Liu Guoning, an entrepreneur in Huanxian County, Qingyang City, Gansu Province, said, "In the past, sheep were brought to the market to be sold, or waiting for sheep dealers to come to collect them. Now, I sell mutton online, not only selling my own sheep, but also the sheep of other farmers in the village, which is more profitable and more effective. ”
Expanding the scope of shopping is a direct manifestation of digital consumption driving domestic demand. Nowadays, the radius of consumers' online consumption is constantly expanding, and they can "buy the whole country" and "buy the world" without leaving home.
Digital technology has greatly expanded the scope of radiation in the sinking market. With the improvement of rural digital information infrastructure and rural e-commerce logistics system, local specialties such as mushrooms, native eggs, beef and mutton, which were originally raised in the deep mountains, have gone out of the mountains through e-commerce and sold to the whole country.
Rural e-commerce is an important part of the digital economy, providing new momentum for rural revitalization. Zhang Chao, business manager of Pinduoduo, said: "We actively promote the wide application of digital technology to the circulation of agricultural products. Vigorously promote the construction of digital information infrastructure such as fresh cold chain logistics system, and launch practices such as delivery of fresh agricultural goods within 48 hours and free shipping in remote areas. At present, the platform has directly connected to more than 1,000 agricultural production areas, driving more than 16 million rural households to participate in the digital economy. ”
Li Mingtao, chief expert of e-commerce of China International Electronic Commerce Center, analyzed that consumers can obtain various product and service information at their fingertips by changing offline transactions to online transactions, saving time and transportation costs in the consumption process, expanding the consumption radius, and having more consumption choices and consumption initiatives. Under the guidance of digital consumption big data, producers carry out more targeted production for more certain demand, and optimize warehousing allocation across the country, which not only improves transportation efficiency, but also reduces transportation and storage costs. In the process of digital consumption, consumers and producers can see each other's historical records and other data information, which enhances the ability to accurately match supply and consumption, and improves the efficiency of market transactions.
Digital technology has unleashed greater consumption potential and continuously expanded new space for consumption growth.
Lens] Online order, sign an agreement, face scan, about 30 minutes, consumer Lin Qing in Beijing's Dongcheng District Gongmei Building "digital human photo studio" has his own digital human image.
Stride to the basket, passionate skiing, cool hip-hop ......Lin Qing's digital human has realized many of her dreams in the virtual world. "It's interesting to watch the familiar 'self' doing unfamiliar things, as if you have met another self in a parallel world. Lin Qing said.
Liu Zheng, the founder of the "digital human photo studio", said: "We are building a national digital human ecosystem, and maybe everyone will be able to have their own digital human in the future, which will release more digital consumption potential." ”
In the studio, the digital presenter ** weather forecast;In large conferences, the digital avatars of the guests walked up to the podium;In the live broadcast room, the digital human anchor will not go offline for 24 hours;In the short **, digital people are sharing the wisdom of life ......In 2023, people will find that there will be more AI (artificial intelligence) digital humans. Artificial intelligence is changing the way we live and work, from healthcare, education, and finance to transportation, entertainment, and sports.
Ren Baoping, a distinguished professor at the School of Digital Economy and Management at Nanjing University, said: "Relying on the in-depth application of new technologies such as the Internet, cloud computing, and artificial intelligence, digital technology can meet the needs of residents' lives, release consumption potential, and become a new space for consumption growth and a new driving force for economic development. It is hoped to accelerate the expansion of emerging consumer fields such as customized consumption, intelligent consumption, and experience consumption. Encourage the construction of smart stores, smart blocks, and smart business districts, and increase the effective supply of digital consumption in areas such as health, elderly care, medical care, culture, education, and security. ”
At the same time, it is also necessary to fully understand the practical problems such as data security and digital divide in the process of digital consumption. Li Mingtao said that in the era of AI, data security and privacy protection still deserve great attention. Since AI training requires a large amount of basic data, in the field of e-commerce, especially in the process of AI training based on e-commerce data, service providers should strictly comply with the requirements of relevant laws and regulations, and should obtain consumers' consent in advance when it comes to the use of personal privacy data.
Relevant departments should persist in promoting development and regulatory norms with both hands, and should be firm in both, standardize and develop the digital economy in the process of development, use digital supervision to regulate digital, use technology to monitor technology, smooth the "production-circulation-consumption" cycle, effectively maintain the order of digital consumption, and protect the legitimate rights and interests of consumers.
People** 2024-01-10 Edition 19).