How Can The Entity Consumption Be "Unsealed" In The Post Epidemic Era Of Pay Cuts And Shifts?

Wuhan restarted, business and business resumed, and the domestic economy was getting warmer.

With the gradual recovery of normal life order, the consumption desire of epidemic suppression has been swelling in people's minds. In the face of the "hot pot" and "milk tea essence", all the stores in the country have not only set up sound monitoring measures such as temperature measurement, disinfection, registration, but also implemented protective procedures such as wearing masks, eating in a wrong place, dispersing the crowd, and so on.

Take the Beijing area as an example, in most restaurants, three or more customers will suggest a table. Some restaurants even have one table. In a shopping mall where people are more concentrated, taller will always remind you to keep your distance.

The standardization of the investigation mechanism and the flow of people who have not yet warmed up have made most of the consumers who are worried about it relax. In March 16th, the Ministry of commerce data showed that the rate of resumption of life service enterprises in China was more than 60%. In March 19th, the WeChat Federation of returned workers pointed out that the national recovery rate of beauty, logistics, catering and other subdivision services was in the lead. From the recent release of Wuhan, the rate of resumption of the express industry has reached 80.21%.

The strong return of the third industry seems to have booed the national economy's recovery.

But can the purse and shrinking market affected by the epidemic affect the new spring under the dual stimulation of government subsidies and taking the lead in consumption? How to undertake the test of the epidemic without the consumption of life? What is the way out for the impacted entity store in the post epidemic era? It has become a topic of greater concern for the post epidemic era.

　　 Test: no money can be spent and no desire to spend.

The aggressive new crown disease has brought China's economic development to a "big test".

Small businesses shut down, closed down, big companies cut salaries and lay off workers. 8 million 740 thousand job seekers of new grads suddenly increased, anxiety and unrest became the normal mentality of workplace people.

Although the government has introduced measures such as subsidies, derate and exemption in a timely manner, there are still a small number of small and medium-sized enterprises that fail because of inadequate production. In February 6th, 995 SMEs in Tsinghua University and Peking Union survey showed that 67% of SMEs maintained cash for only 1-2 months, and more than half of them could only maintain 1 months.

At the same time, affected by the development of the epidemic and strategic adjustment, negative news such as layoffs and salary cuts has been repeatedly exploded. According to the National Bureau of statistics, the unemployment rate of urban survey in February 2020 was 6.2%, an increase of nearly 1 percentage points over the same period last year.

Taking the unemployed people in Shanghai as an example, people can obviously feel the pressure of living consumption under the flow of capital that only goes out. Shanghai Bureau of statistics data show that in 2019, Shanghai's per capita consumption expenditure was 69442 yuan, which could deduce that its monthly consumption was 5787 yuan. According to the monthly salary data of 9663 yuan in the same city in 58, people's daily life consumption accounts for nearly 59.89%.

Next, we can see that under the pressure of rent / mortgage, the unemployed population in the first tier cities is more embarrassed, and the life pressure of those unemployed people who are also repaid by car loans, credit cards and so on can also be seen.

In parallel with no money and no consumption, there are those who have no desire to spend.

Ms. Liang, an ordinary worker in the three tier cities, said that the feeling of the epidemic was not so strong in the family. In February 3rd, the company returned to work normally. Although the development of the epidemic was disturbed, most employees chose to go to work.

During the epidemic, outgoing activities have been reduced, and necessities of life can also be bought through community fixed-point. They do not have the habit of buying online on weekdays, and their expenditure in February is significantly lower than usual. Aunt Liang said.

According to the 7371 questionnaires collected by Tencent Research Institute, nearly 70% of respondents also showed that consumption decreased during the epidemic period, and more than 57% of respondents thought that a reduction of more than 20%. At the same time, up to 43% of respondents also believe that the impact of the epidemic on consumption levels will last for 2-3 months.

Recently, the data released by the National Bureau of statistics also confirmed the above research trend: in 1-2 months, the total retail sales of social consumer goods exceeded 5 trillion and 200 billion yuan, down 20.5% compared with the same period last year, and the growth rate dropped 28.7% compared with the same period last year.

　　 Opportunity: stimulating consumption and online exploration

Although the national economy has withstood the impact of the new crown epidemic, it is undeniable that national consumption has shrunk dramatically.

In March 20th, Zhou Peng, general manager of Yuecheng real estate, said in a public welfare forum that the average passenger flow and sales volume of retail entities remained at about 20%. "The impact of this epidemic on the commercial real estate sector, whether it is property holders, business operators, or the downstream business side of the industry chain, is huge."

According to the National Bureau of statistics, in the 1-2 months of the year, the sales volume of auto durable goods decreased by 37% compared with the same period last year. Furniture decreased by 33.5%, building materials decreased by 30.5%, household appliances decreased by 30%, and the volume of passenger and traffic in accommodation, catering, hairdressing, large department stores, shopping centers and other industries also dropped significantly.

In order to promote the upgrading of consumption and reverse the trend of low consumption, in March 13th, the 23 departments of the national development and Reform Commission jointly issued the opinions on promoting consumption expansion and upgrading to form a strong domestic market, and put forward new measures in six aspects: market supply, consumption upgrading, consumption network, consumption ecology, consumption ability and consumption environment.

Under the leadership of the state, local governments have responded to the call to further stimulate the consumption desire of the public by issuing large consumer coupons, implementing business subsidies, launching various promotions, and leading consumption.

However, it should be pointed out that although subsidies and lead consumption can bring consumption growth, after all, it is a short-term measure. In the long run, it is more important to cater for the consumption changes of the epidemic situation and explore new business outlets.

The trend of home segregation has made cloud ecosystem such as cloud office, cloud enquiry, cloud fitness become hot, and it has spawned many new consumption needs.

Thanks to the development of Internet communication cloud technology, retail entities are stepping up the layout of online businesses and home businesses by entering third party business platform, live broadcasting with goods, WeChat group marketing and on-line small program mall. Among them, Taobao data shows. In February of this year, the number of new live broadcast live by Taobao increased by 719% compared to January.

Take the furniture, such as heavy service and heavy products, as an example, Taobao's data show that Taobao's live broadcast of 4810 venues, which cost nearly 7000 hours in 232 stores nationwide, can be expected to bring 480 million yuan in turnover and 11 million new customers.

For retail entities, the expansion and maintenance of online businesses are not only conducive to building brand influence, but also to seize the new market share. From the 21 day to develop habits and habits, even if the epidemic crisis recedes, people's habit of online consumption will maintain a higher attitude for a period of time.

For those who did not carry out online business in the early days, although online sales during the epidemic period only played a temporary role, but after the experience of the epidemic, it is not a good thing to retain and consolidate the new consumption "fish ponds".

　　 Gripper: expanding users and hugging traffic

Fish ponds or that fish pond, "fish" has been different from the past.

"When I realized the severity of the epidemic, almost all the masks in nearby drugstores and online shopping malls were sold out." In the face of the situation of no goods to buy, Xiao Yang has tried various ways of buying, including community chat, online shopping mall and so on. The expansion of the new consumption field allowed Xiao Yang to buy the mask successfully, and merchants also succeeded in capturing Xiao Yang's user.

Capturing "swimming" user groups like Xiao Yang is a windfall in the business epidemic period, and is also the basis for the rising flow of related industries. Among them, online education, telecommuting, fresh electricity providers, Internet health care is a typical representative of the epidemic.

From the perspective of the mainstream of the third industry in China, the development of the "downstream" sector is mostly boosted by the situation. There is no need to talk about the good nature. But how to undertake the test in the "counter current" field, such as restaurants, hotels, tourism and other industries, is the question of restoring the economic development at present.

From the restored service industry, the dilemma of no user consumption has been gradually resolved. Next, how to digest these experiences will become an important energy source for business revenue growth.

The core of customer experience is inseparable from the satisfaction of users' needs, while the satisfaction of user needs the combination of business service quality and marketing promotion.

In the post epidemic era, entities should take full account of the changes in people's consumption needs, optimize the supply and distribution of goods on the basis of strengthening the health level, enhance people's consumption experience with high efficiency and high quality supply, and make use of quality products and standardized service accuracy to narrow the gap between consumers' expectations and perception.

Large enterprises can rely on their reputation, market activity and precise consumer groups, through data analysis and external cooperation, such as participating in Taobao live Shopping Festival, joint anti epidemic with local governments, undertaking community purchasing agents, and so on.

Small businesses can make use of the regional advantages and service reputation, start with the private flow of WeChat community, and provide convenient services for nearby residents.

Whether service quality or market promotion is inseparable from the accurate analysis of consumer groups. Only by analyzing and integrating the data of users' consumption time, consumption items and consumption frequency, can we build a digital operation system driven by consumer demand and win the passenger flow relying on the geographical advantages of the business circle.

　　 Way out: Unicom online and data fusion

The development focus of each period is different, and the effects are different.

Nowadays, the Internet, as an important starting point for businesses to retain users and open up data, is no longer a mere consumption channel or business platform, but an important link in the chain of enterprise products and services, and the trend of online and offline dual track is also clear.

In the face of the embarrassment of shop reopening but no consumption, many shopkeepers moved the offline business to "online". For example, the first time the 90 Fen Kate banner two launched the pickled fish takeaway service, and even more than 3000 high star hotels and high-end dining drinks brands such as Hilton, Shangri-La, InterContinental Hotel and so on. They also launched the takeaway business for the first time through the third party platform.

According to the National Development Research Institute of Peking University, about 40% of the businesses during the epidemic were trying to expand online takeaway, half of which have not yet taken away takeaway business. The reason why the catering industry can smoothly open online business is closely related to the development of digital facilities such as procurement, distribution and mobile payment.

From the "door-to-door" to "one hour service", the increasingly abundant consumption mode is blurring the boundary of consumption under the line and line, and the competition of traffic dividends has gradually evolved into the competition of digital technology.

"Complex scenes are the better landing scenes of IOT technology," Professor Ho Tian, a local life Service Professor, once said, even if your order address is "50 meters left by the barber shop next to the alley", the distribution workers can also find it under the Internet of things.

The demand for traffic pushes businesses to move online, and the development of technology boosts the development of online businesses.

Despite the fact that the electricity supplier industry has shown "good scenery" during the epidemic period, its relative consumption experience is still lacking. The more powerful online e-commerce providers have long looked at the timing of the outbreak to speed up the offline optimization.

Chongqing's 7 boxes of Ma Sheng fresh shop, adding more than 500 employees, increased the strength of the box Mini and went deep into the community. The new group of 336 thousand riders on the US platform accelerated the business takeaway qualification examination, reduced the Commission and postponed the annual fee.

Online propaganda and drainage, offline experience buying, because of the isolated living of the housing not only spawned the online "home economy", but also to a certain extent, stabilized the social employment, stimulated the offline entities to explore the "non-contact" consumption.

With the development of Internet environment and data technology, "contactless" service no longer stays on the surface of avoiding human contact, but goes deep into intellectualized and data oriented level, and uses electronic devices to reduce human contact.

Take Hua Hua Hotel as an example. After the APP is booked, the customer can complete the check-in card with the self-service machine in the Chinese shopkeeper. The services such as takeaway service and goods supply can be completed by the robot. When the check-out time is checked, the room card will be sent to the Chinese cabinet or the card collection box, so that the refund can be completed quickly.

The excellent performance of data intelligence and network collaboration in epidemic situation is a valuable experience that later entities can precipitate. It can be envisaged that in the post epidemic era, both demand and technology will be more mature. There will also be deeper integration between online and offline businesses. The competition between traditional entities and online providers will also become more intense.

Although no one can replace anyone, the value or more of the future store is to provide consumer experience rather than product sales.

　　 Conclusion:

Under the control of the whole country, China's economy is bound to rebound steadily. But we must admit that we can't eat three days a day, and even after the outbreak of consumption, there will be lag. In addition, the external factors such as business depression, recruitment reduction, and people's salary decline will also aggravate consumption.

At present, the government's measures to stimulate consumption are only one of the short-term control measures in the strong economic region. The recovery and upgrading of the medium and long-term economic level in the future will depend on the improvement of people's income level and the development of the Internet and logistics industries.

In the future, with the recovery of people's normal life, the consumption habit formed in this war will also be extended to a certain extent. Online merchants can take this opportunity to find and improve more supply and demand problems; offline merchants can take advantage of existing advantages and try to move towards new consumption trends.

In 2020, no matter how lucky it was, no one had wasted much preparation.