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According to People's Daily Online, consumption is the main engine of economic growth, in order to stimulate potential consumption, at present, all localities are actively promoting the transformation and upgrading of physical commerce to accelerate digital and intelligent transformation, through online and offline linkage, integration of cultural tourism and other formats, to create more immersive, experiential, interactive new scenes, new formats, new models, to bring consumers a better experience, but also to inject new vitality into the market.
China's digital consumption is developing rapidly
According to the latest data from the National Bureau of Statistics, the national online retail sales will reach 154264 billion yuan in 2023, an increase of 110%。Among them, the online retail sales of physical goods 130174 billion yuan, an increase of 84%, accounting for 27% of the total retail sales of consumer goods6%, an all-time high.
Entering 2024, China's digital consumption will continue unabated. According to data from the Ministry of Commerce, during the New Year Festival from January 18 to February 6, online retail sales were close to 800 billion yuan, an increase of 8 percent over the same period last year9% to achieve a "good start" for online consumption in 2024. According to data from the China Chamber of Commerce, China's retail prosperity index was 51 in February2%, up 03 percentage points.
Digital consumption breaks the constraints of time and space, not only enabling consumers to buy global goods and services anytime and anywhere, but also expanding new digital consumption scenarios and stimulating consumption potential.
Business embraces digital and leverages new consumption upgrades
In recent years, a new generation of digital technology characterized by digitalization, networking, and intelligence has developed rapidly, and digital technology has been fully integrated into all fields and processes of life with new formats and models by virtue of its high innovation, strong penetration, and wide coverage.
At present, consumption is constantly escalating, and many shopping malls are actively embracing digital technologies such as the Internet and big data, accelerating the construction of smart shopping malls, creating new scenarios and new formats, and bringing new experiences to consumers. For example, when you walk into the Jingdong Mall shopping mall in Wuhan, Hubei Province, you can see smart elements such as multi-screen interactive systems, self-service cashiers, and smart home appliance experiences. "You can try on makeup with a single click on your phone, it's really smart. "Open the Meow Street app of Intime Department Store, click on the product page labeled "AR Try-on" and "AR Try-on" on the page to experience **Try-on, **Try-on and other services; The box in Beijing's Chaoyang District faces out of the Young Power Center, which will be a commercial space"People, goods, places"The relationship is redefined, the space is used as a curatorial scene, and the brand and products are integrated into it, presenting consumers with an immersive cultural consumption experience with the three characteristics of technology scene, consumption gamification, and life efficiency.
In addition to shopping malls, all localities are actively improving the digital application level of cultural heritage and characteristic scenic spots, building digital cloud platforms for characteristic scenic spots and cultural heritage, and digital cultural tourism products such as virtual scenic spots, tourism live broadcasts, immersive venues, and ultra-high-definition panoramas** are constantly emerging. For example, Hunan Telecom has built a "Zhangjiajie Smart Tourism" platform for Zhangjiajie, integrating a number of information applications, which not only protects the rights and interests of tourists, but also facilitates tourists to further understand Zhangjiajie; Henan Telecom uses 5G+MEC and XR digital technologies to build the Luoyang Erlitou Summer Capital Site into the country's first 5G+MEC smart site, relying on immersive digital projection space and other digital means to allow the audience to experience the cultural features of the summer capital up close. Shanxi Telecom helped Qiaojia Courtyard Scenic Area build the "5G + Cloud Smart Scenic Spot Project", and created a series of digital transformation solutions including the informatization of scenic spots and the digitization of cultural relics protection through 5G private networks.
With the continuous expansion of e-CNY consumption scenarios, it now covers multiple online and offline scenarios such as shopping, public transportation, government services, cross-border payment, digital entertainment, and charitable donations, which also brings great convenience to consumers in digital payment.
How to expand domestic demand for digital consumption?
To expand digital consumption, geography, talent, and environment are indispensable.
First, narrow the gap between urban and rural areas in digital infrastructure and promote the upgrading of digital consumption in rural areas. With the help of China Telecom and other operators, China's rural areas have achieved "broadband access to every village" and "5G connection to counties", and the rural network infrastructure has basically achieved full coverage, with the Internet penetration rate in rural areas exceeding 60. The next step is to strengthen the rural express logistics distribution system and the investment in live broadcast e-commerce resources of agricultural products to stimulate the potential purchase demand of consumers.
Second, increase the supply of talents in the field of digital consumption and consolidate the talent base for the development of China's digital economy. By improving the level of industrial digitalization, we will attract, cultivate and develop digital talents.
Third, we need to improve digital governance capabilities and create a healthy and sustainable digital consumption environment. Wang Lei, a researcher at the Market and ** Research Institute of the China Academy of Macroeconomics, said that a safe, secure and high-quality digital consumption environment is an important factor to boost consumer confidence and make more people dare to consume and are willing to consume. It is necessary to adhere to the problem-oriented approach, improve the digital consumption environment, improve and improve the institutional mechanisms and policy systems for promoting the development of digital consumption, and further strengthen market supervision in the field of digital consumption, protect the legitimate rights and interests of operators and consumers, and make every effort to create a safe, secure and honest consumption environment.