When GDP per capita crosses the threshold of 10,000 US dollars, consumption has become the first driving force of economic growth for six consecutive years, and China has undoubtedly entered a new era of consumption-consumption upgrade has become the key word of this era.

The government hopes to use this upgrade to improve China ’s domestic demand system, thereby promoting the transformation of economic development methods. This is the “China Plan” against the background of sluggish world economic growth, increased international economic and trade frictions, and increased downward pressure on the domestic economy.

In this year ’s government work report, the word consumption was mentioned 13 times, the popularity ranked first in the “troika”, “expanding domestic demand” will become a future The focus of government work during the period. Zhou Hanmin, member of the Standing Committee of the National Committee of the Chinese People’s Political Consultative Conference and vice chairman of the Central Committee for Democratic Construction, described the role of consumption in economic development: a balancer for balanced development, a ballast stone for stable development, and a driving force for sustainable development.

He also said that from a big consumer country to a strong consumer country, China needs to create demand and tap its potential.


Potential market needs become real

Referring to the World Bank ’s middle-income standard, China now has more than 400 million people in the middle-income group. Nearly a quarter of the wealthy group is Chinese. After becoming the second largest consumer market in the world, some experts predict that by 2020, China’s consumption scale is expected to reach 45 trillion yuan, surpassing the United States as the world’s largest market, which is a huge achievement.

Zhang Zhanbin, member of the National Committee of the Chinese People ’s Political Consultative Conference and dean of the Marxist School of the Central Party School (National School of Administration) recalled that in the 1960s and 1970s, China ’s productivity level was still very low. Things are all based on “tickets”. It is not bad for children in ordinary families to make a new set of clothes in one or two years. A popular saying in the times is “Three years old, three years old, sewing and repairing for another three years.”

He did not expect such rapid development. After the reform and opening up, in just a few decades, “tickets” have entered the history museum, and various goods and services have sprung up. It emerged and the vitality of the Chinese economy was fully released.

Miura Exhibition, a well-known Japanese social observer, once described the history of social consumption changes in Japan over the past 100 years. In the book “The Fourth Consumption Age”, he described Japan ’s experience The social changes in China are divided into four eras: the first consumption era in which a few middle-class people enjoy consumption, and the second consumption, which focuses on household consumption and large-scale consumptionEra, the third consumption era with the rise of personalization and the fourth consumption era marked by shared consumption and simplicity.

Some people say that China has gone through the centuries of Japan ’s development with decades of development, and because of the profound complexity of Chinese society, the four consumption eras are 9.6 million square meters. You can find your epitome on kilometers of land, but the same thing is that they are all taking steps in the next era.

Different consumer concepts collide in the market, and personalized and diversified demands continue to burst. In the first- and second-tier cities, the consumption concept of the new era has changed from advocating fashion and luxury goods to focusing on quality and comfort, and localized brands are constantly rising; while in third- and fourth-tier cities, the consumption of commodities has become a craze.

Different enterprises can find different needs in the market, and the market needs of 1.4 billion people are diverse. “The key now is to fully tap the market potential.” Zhang Zhanbin said that China’s long-term economic development has a solid foundation and has the world’s most potential consumer market. The question is how to transform the potential market into real demand and the real demand into Motivation for enterprise development.

This is especially urgent during the outbreak of New Coronary Pneumonia. Affected by the epidemic, China’s GDP growth rate fell by 6.8% in the first quarter. From January to April, in the “troika”, investment fell by 10.3%, foreign trade import and export fell by 4.9%, and consumption fell the most, reaching 16.2%. While rushing to resume production and production, localities are also vigorously boosting consumption.

“The boost of consumption is a sign of rebuilding confidence.” Zhou Hanmin said that the resumption of production and production of enterprises should be supported by recovery and expansion of consumption. Live broadcast of sales, the issuance of consumer coupons and the holding of shopping festivals have played a positive role in stimulating the potential of private consumption and boosting consumption.

For example, the issuance of consumer coupons. In early February this year, the CDB Shanghai Municipal Committee conducted a questionnaire survey on nearly a thousand enterprises in Shanghai, facing how to boost the economy and boost consumption Problem, nearly half of the companies mentioned issuing consumer coupons. Zhou Hanmin described, “Consumer coupons are for people to wear a tie, but I hope consumers can still buy a suit.” The government and enterprises cooperate to issue consumer vouchers, and both enterprises and consumers benefit. The CDB Shanghai has made timely suggestions to the Shanghai Municipal Party Committee on resuming production and revitalizing production and boosting consumption. The good news is that the effect is obvious.


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