On October 17th, diners tasted Chongqing hot pot at the 12th Hot Pot Food Culture Festival of Chongqing International Expo Center. Xinhua News Agency reporter Huang Weishe
On October 21, tourists took a sightseeing boat to visit Populus euphratica on the river bank in Luoburen Village Scenic Area, Yuli County, Bayinguoleng Mongolian Autonomous Prefecture, Xinjiang Uygur Autonomous Region. Photo by Li Fei (People’s Vision)
"Did you sweep the goods?" This is a greeting commonly used by people in double 11. Nowadays, in addition to physical consumption, service consumption with high quality and good price has sprung up online and is favored.
Take advantage of the "double 11" promotion to buy air tickets, book hotels and eat buffets … … The service consumption is full of vitality. What are the characteristics of online service consumption in double 11 this year? What is the development trend? How to treat consumers’ demand characteristics and consumption psychology?
New technology with hotline service consumption
— — The deep integration of the new generation of information technology and service industry has broken the time and space constraints of both the supply and demand sides of service consumption, and promoted the supply of online service consumption to be more diverse and sufficient.
"The night view of Beijing is beautiful from here, so you can enjoy it while eating." At the top of a skyscraper in Chaoyang District, Beijing, Li Xuan and his girlfriend are sitting in a restaurant overlooking the night in the city.
Li Xuan is a young man who has been working for a short time. Although he doesn’t have much savings, he rented the membership card of this restaurant online and brought his girlfriend to the restaurant for dinner, enjoying a 50% discount. "On the major e-commerce platforms, there are many membership card rental services for such high-consumption hotels and restaurants. It only costs tens of yuan to more than 100 yuan at a time, but it can save hundreds of yuan or even more. ‘ Double 11’ Starting with the activity price, it feels very worthwhile. " When it comes to this shopping experience, Li Xuan is very satisfied.
"When people reach middle age, health is the most important." Liu Ji has just participated in the physical examination of employees organized by the company recently, but he is not satisfied with the coverage of the physical examination items, so he bought a "VIP-level" physical examination service of a commercial medical institution on the e-commerce platform. "There are so many physical examinations in the screening project, and the medical institutions outside usually sell two or three thousand yuan, but the online promotion is not in 500 yuan. After using it, my wife and I feel that the project is really comprehensive and the medical staff service is good, so I will give it to four old people at home. All bought it."
After "June 18th" in summer, "double 11" and "Double 12th" came one after another, and online shopping ushered in another golden time. In addition to the continued popularity of various physical goods, online service consumption is also popular among consumers.
“‘ Double 11’ Not only is the price of buying physical goods low, but it is also cost-effective to buy services. " Lu Xianzhi, a second-year graduate student who is looking for a job, took advantage of an e-commerce platform for education and training to launch an activity price and bought several online job-hunting counseling courses such as essay writing and interview skills. "Buying classes online is more flexible, more affordable, and does not require commuting. It is very suitable for fresh graduates who are busy with job hunting."
Catering and accommodation, membership rights, domestic service, online office, knowledge payment, seeking medical advice … … The popularity of "double 11" online service consumption is the epitome of the rapid growth of service consumption in recent years. In 2019, among the per capita consumption expenditure of the national residents, the service consumption expenditure accounted for 45.9%, an increase of 1.7 percentage points over the previous year.
Zhao Ping, vice president of the Research Institute of China Council for the Promotion of International Trade, pointed out that the rapid growth of online service consumption scale is directly related to consumption upgrading. With the continuous improvement of residents’ income level, residents’ consumption structure has shifted from commodity consumption to both commodity and service consumption, and people have invested more in service consumption. Therefore, in recent years, the growth rate and proportion of service consumption in China have been rising continuously.
Zhao Ping pointed out that the application of new technologies is the main driving factor for the rapid growth of online service consumption. "With the upgrading of the industrial structure on the supply side, the digital level of the service industry has been continuously improved, and the new generation of information technology has been deeply integrated with the service industry, further breaking the time and space restrictions of the supply and demand sides of service consumption, and accelerating the release of the growth potential of the service consumption market. It can be said that new technologies have spawned new formats. " Zhao Ping said.
"Suixin" products are applauded and popular.
— — Service providers segment the market and introduce products with more favorable prices, wider use and fewer restrictions to meet the needs of consumers.
Accommodation, catering, entertainment, transportation, health care, education … … The services that residents buy every day are all-encompassing, and what is offline, what is online. The fire of "double 11" is also lighting up the field of service consumption, attracting various service providers.
This year’s "double 11", e-commerce platforms and various merchants have come up with eye-catching preferential prices, and strive to get a slice of the emerging online service market as the first "double 11" after consumption picks up and demand is released. JD.COM, an established e-commerce company, and Zhuyu, a Taobao company, followed suit in service e-commerce. For example, Ctrip’s "double 11 Shopping Festival", the free "Quality Renting Festival" and the "Golden Autumn Shopping Festival" held by cargo workers made consumers dazzled.
A few days ago, the National Development and Reform Commission and other 13 departments issued the "Work Plan for Expanding Domestic Demand and Promoting Consumption in the Near Future", and introduced a number of measures to accelerate the offline service consumption and fully release the online economic potential. The relevant person in charge of the National Development and Reform Commission pointed out that this year’s epidemic has brought valuable opportunities to online consumption while deeply curbing offline close-knit consumption. Online medical care, smart sports, online education and other service consumption are booming, so we should take advantage of the situation and seize the opportunity to further release the service consumption potential.
"I accidentally found the ‘ launched by an seascape hotel in Dali online. Live as you please ’ Products, the price is very low, can be used at any time within one year except the Spring Festival and the Eleventh Golden Week, plus the previous purchase of an airline ‘ Fly with your heart ’ The family can often go to the seaside for a holiday. " Shi Fang and his wife, who live in Beijing, often travel to Yunnan recently. By purchasing "whatever you want" service to travel abroad, they have compressed the "big head" of travel expenses such as transportation and accommodation to the extreme.
According to Shi Fang, the round-trip flights between Beijing and Dali operated by the airline are available every day, which are used in conjunction with the "live at will" products of local hotels. It is as convenient to visit Erhai Lake as to visit Kunming Lake in the Summer Palace. "For consumers, this ‘ Suixin ’ The more products, the better. "
Since the beginning of this year, the civil aviation industry has been greatly affected by the epidemic. With the situation of epidemic prevention and control stabilizing, the domestic consumption engine is rekindled, and people’s travel demand is gradually released. To this end, a number of airlines have launched products such as "flying at will" to provide passengers with unlimited flights within a specific period of time and under specific conditions, which makes consumers both applaud and seat. Apart from the civil aviation industry, there are many similar service products, such as 28 -89-day "free rent" in CAR Inc., and "free stay" introduced by several hotel chains and Sesame Credit, involving accommodation, catering, tourism and other industries.
Experts pointed out that this kind of products is not new, and its recent vigorous development is mainly due to the fact that the economy has recovered from the epidemic and can meet the needs of encouraging consumption. "The popularity of such products is the result of market segmentation of practitioners, and they are more favored by consumers who are price-sensitive and have relatively ample time." Zhao Ping believes that "Suixin" products, on the one hand, stimulate consumption with low prices and help the recovery of related industries, on the other hand, they also release very large preferential dividends to consumers.
There is still room for improvement in online service supply.
— — The impact of epidemic situation on service consumption is more lasting than that of commodity consumption. It is necessary to introduce more high-quality resources, improve online supply capacity, and accelerate the process of standardization and standardization.
From a micro perspective, how to efficiently and reliably complete the whole process of "use-to-pay" consumption behavior in online service consumption market is a topic faced by buyers and sellers.
Taking "Suixin" products as an example, some consumers said that "Suixin" products may face the rules and regulations set by service providers in advance when they are redeemed, which will affect the consumption experience. "Take the airlines ‘ Fly with your heart ’ As far as products are concerned, when I bought them, I thought very beautifully. In fact, there are certain restrictions on shifts, return and change of visas, and it is not completely used ‘ Suixin ’ 。” Shi Fang said.
"There will be more such market segmentation products in the future, which is the embodiment of the differentiated price strategy of merchants. In this regard, consumers should have a comprehensive and full understanding of the content and restrictions of products and services, and avoid blind consumption and impulsive consumption. Market regulators should also pay attention to ‘ Suixin ’ Whether such products violate the principle of fair competition, whether there is exaggerated publicity in the sales process, etc., and timely supervise and investigate relevant violations of laws and regulations. " Zhao Ping said.
From a macro perspective, in sharp contrast to the offline market where physical consumption and service consumption each occupy half of the country, the online market service consumption performance is not eye-catching. The relevant person in charge of the National Development and Reform Commission pointed out that the online economy in China has developed rapidly in recent years, in which online sales of physical consumption is a relative "long board", while online sales of service consumption is still a relative "short board", accounting for less than 20%, and there is still much room for expansion and promotion.
Experts pointed out that there are still many places to be improved in the current online service consumer market as a whole. "The demand for online service consumption market is huge, but due to insufficient supply capacity, the demand has not been fully met, and it is still difficult for the supply side to match the demand in terms of scale, quality and structure." Zhao Ping pointed out that in the field of service consumption, long-term problems such as excessive prepayment still affect the protection of consumers’ rights and interests in the online service consumer market, and this market growth potential needs to be further explored.
In the future, how to promote the rapid and healthy development of the online service consumer market?
Zhao Ping believes that this year, China’s commodity consumption has exceeded the level of the same period last year and entered the upward channel, and the growth rate has increased month by month, but the service consumption has not recovered to the level of the same period last year. The impact of the epidemic on service consumption is deeper and more lasting than that of commodity consumption. Promoting the growth of online service consumption is of great significance to alleviate the impact of the epidemic on consumption. Therefore, it is necessary to coordinate the prevention and control of epidemic situation and the development of service industry, and continuously restore the service supply capacity.
"On the one hand, we should introduce more relevant measures to expand the opening of the service industry, fully introduce high-quality resources such as technology, capital and management, and enhance the online supply capacity of the service industry; On the other hand, we should strengthen the construction of relevant systems for the protection of consumers’ rights and interests, speed up the process of standardization and standardization of service products, and make consumers feel confident and bold in online service consumption. The regulatory authorities should promptly investigate and deal with violations and products, promote fair competition, ensure consumers’ right to know, and enable consumers to clearly understand consumption. " Zhao Ping said.
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