Mass into the Spring festival market "protagonist", cultural leisure market ushered in a "start"

Spring Festival consumption hotspot Scan: Electronic red envelopes pry thumb consumption

Spring Festival Electronic Red Envelopes Non-stop, a mobile phone can play to eat and drink ... The year of the ram, thumb consumption is picking up a new consumption boom. At the same time, restaurants, cinemas and other places have lined up long queues, the traditional consumer market also ushered in a "flying off." There are many indications that the Spring Festival market presents the "thumb consumption" exuberant, the spirit of consumption blowout, consumer category of the general merchandise.

Electronic red envelopes pry "thumb consumption"

At the beginning of five, Shenzhen residents Yan and friends to visit Happy Valley, he used a new year to grab the 8.8 yuan electronic red envelopes called a taxi. To the scenic spot after the official micro-letter to see Happy Valley launched a red envelope activities, he immediately after the attention to shake 15 yuan of red envelopes. In the evening, Mr. Yan and his last few days to receive a total of 100 yuan of the United States Group of red envelopes to help friends buy a few movie tickets.

The overwhelming electronic red envelopes can be described as the year of the Sheep Spring Festival holiday "Play", the micro-letter combined with various businesses to launch the Spring Festival "red envelopes" activities, Alipay also with the brand merchants to issue about 600 million yuan of red envelopes. Because of the online interaction with the line, holiday business consumption with the heating up, "thumb consumption" became the year of the Spring Festival the most popular way of consumption.

Micro-letter data show that the lunar day, micro-letter United major brands by shaking a function to broadcast red envelopes coupon coupons, businesses involved in catering, hotels, aviation, finance, culture and other areas, including more than 300 cities in 25,000 stores. 6% of the merchants issued coupons more than 5 million yuan, 30% of the merchants issued more than 1 million yuan. And the amount of coupons, more than 10 million Yuan coupons by the Jingdong, drop by taxi, the public comments and mobile phone recharge to provide. By Procter and Gamble, only the goods will be provided by the use of some coupons to more than 5 million yuan, and from where to go, Poly-Mei, 1th stores, etc. to provide some of the gift certificate collar dosage also more than 1 million yuan.

The electronic red envelope did pry the line sales. It is reported that during the Spring Festival, gome (micro-blog) online issued nearly 1 billion cash coupon red envelopes, under the red envelope activity, the Gome online WAP end traffic and sales are 3 times times the usual, the number of orders is usually nearly 5 times times.

Li Yongzhong, director of the Center for Economic Research at the Central University of Finance and Economics, said that the electronic red envelopes may not be able to form the consumption scale in a short time, more is the online integration of consumption patterns and consumption habits, the long-term will certainly stimulate the growth of consumption.

Popular into the Spring festival market "protagonist"

"Junior that day, the glass unexpectedly is not enough to use, did not expect the new year business so good." "Henan Province, a mid-range hot pot restaurant staff told reporters, however, this spring festival guests with a lot of wine, extravagance and waste, high-grade ingredients and high-end liquor sales significantly decline."

Reports from the Chinese Cooking Association show that during the Golden Week of the Spring festival, the average consumption of popular food is still maintained at 100 yuan-150 yuan, basically with horse flat, high-end catering is to adhere to the "pro-Civil Route", launched a different price of promotional packages, such as Guangzhou restaurant with the same as in previous 4000 Yuan range of a variety of packages, of which the popular pro-People's 2000-dollar package is the mainstream consumption.

Gift market is also "homely taste" full. The reporter recently visited several large supermarkets in Henan to see, affordable, simple packaging goods obvious sales, supermarkets conspicuous position also placed more candy gift boxes, edible oil and other promotional public goods, highlighting the promotional wine gift box also more than 300 yuan below the price.

High-end commodity markets are cold, and prices have been lowered. "Flying Maotai price down nearly half, last year a bottle or more than 2000 yuan, this year about 1000 yuan can be bought." "Just bought 2 boxes of flying Maotai from the entity store," said Mr. Liu, a citizen of Zhengzhou.

Market watchers said that with the country's anti-corruption efforts and the gradual improvement of the social security system, mass consumption growth is accelerating the return to normality.

Cultural leisure market ushered in a "start"

In addition to wine and other traditional material consumption, the Year of the Goat Spring Festival "spiritual consumption" is also popular. With the popularization and perfection of all kinds of cultural leisure places and facilities, it is becoming the main way of Chinese New Year consumption to travel and watch movies and other cultural leisure activities.

A questionnaire survey of the tourist intention of the citizens of the Chinese New Year during the Golden Week of the Spring Festival showed that 60.8% of the citizens had an intention to travel during the Golden Week of 2015.

National Tourism Administration official website Information also shows that, from the Spring Festival, the Spring Festival holiday outbound travel number is the largest one week, than usual growth of at least 80%. This spring holiday, by the RMB exchange rate rise, visa facilitation and other favorable factors, the number of outbound travel continued to increase to 5.19 million people, an increase of about 10%, of which the number of Chinese outbound tourists peak.

The film market is also hot, the certification for the third party box-office statistics agency, "film box office" micro-Bo said, lunar, the mainland of China, a total of 145,000 film show, the shadow of 9.06 million people, the box office accumulated up to 356 million yuan, over the June 28, 2014 of 278 million yuan, creating a single day of the mainland

Hometown is located in the middle of a three-tier city of Shanghai Jiaotong University students Cheixiangyu said: "After the home, always want to take advantage of the Spring Festival holiday more than a few movies, but every time to drive past, the ticket window almost all lined up a long queue, especially those popular number, several times have been told that ”

Deng, a professor at the Economic Management Institute of South China Normal University, according to Engel's law, the higher the consumption level, the higher the proportion of people's mental consumption expenditure in total expenditure, the current consumption structure of China is gradually shifting from subsistence consumption to improving consumption, and the blowout of cultural leisure consumption during the year of the RAM is the epitome of this trend.