The New Consumption Era: "Temptation In Front Of Beauty"

The Mid Autumn Festival and the national day double festival come together.

According to the Ministry of commerce website news, the Ministry of Commerce recently issued a circular calling for greater regional growth.

The growth of credit card ownership should be supported from one side.

Smart international luxury goods merchants have already seen this huge market cake. Before and after the financial crisis, they gradually accelerated the pace of eastward March.

As an emerging market with a leading economic recovery and steady growth, indeed, China has become the fastest growing country for luxury consumption.

Under such a background, the 80's become the main force of consumption, the consumption concept is upgrading, and the business mode is changing. A new consumption era is coming.

Consumption upgrading

People's consumption is regular, and with the continuous improvement of living standards, the consumption gradually shifted from the lower level of consumption to a higher level.

The so-called upgrading of consumption is not only the price and quality of products, but also the upgrading of consumer consumption and consumption concepts.

Low carbon rational

Low carbon concept is not only reflected in the change of travel mode, but also penetrated into the consumption field.

Low carbon life, usually refers to the daily life, reduce energy consumption, thereby reducing carbon emissions, especially carbon dioxide emissions.

At one time, people's material life became increasingly rich, accompanied by wanton consumption and material desires. "Thrift and frugality" seemed to be a synonym for the lack of material life.

However, a global financial crisis and the hot and cold weather have revived people's attention to saving and the desire for quality of life.

When the fanatical consumption concept is gradually ebbing, more and more people choose a simple and natural way of life to minimize unnecessary expenses, choose products with higher cost performance and pay more attention to quality within a certain range.

At present, many low carbon related groups are active on the Internet.

They actively promote the concept of "carbon neutralization" and explore what they can do for carbon reduction. In the forum, the panel set a clear message: "do you reduce carbon today?"

At the same time, they also attach a formula and calculator that can be used to calculate personal carbon emissions. By asking questions about your housing usage (housing area, electricity, water, gas, etc.), traffic conditions (aircraft, trains, subway, buses, etc.), habits and habits (plastic bags, disposable chopsticks, computer time, meat situation, etc.), according to your actual situation, you will be able to calculate the amount of carbon dioxide you discharge in a year, and how much the global temperature will increase, so that the chain of "daily consumption - carbon dioxide emissions - carbon compensation" will be presented intuitively and succinctly.

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Li Han is a white-collar worker in a foreign-funded enterprise. She has a unique understanding of low carbon life: "low carbon life is actually a way of life that does not consume consumer goods and can still make life full and positive. Carbon emissions are subtractive, and our quality of life and air quality can be calculated by adding."

Therefore, in Li Han's view, low carbon consumption is not a life of "ascetic".

"Consuming 100 kilowatt hours is equivalent to discharging 78.5 kilograms of carbon dioxide. Only when we plant a big tree can we absorb the carbon dioxide emitted."

Since we learned a year ago, Li Han's life has changed 180 degrees. Not only has she learned a set of skills from the Internet, she has made soap from the waste oil of cooking fume exhauster, instead of home's chemical preparation, and recorded her daily "actions" in her notebook to see if she is "low carbon" today. In her home, she used shampoo, wash her face and bathe to the housework, and used all kinds of handmade soap made of her own performance, and the "formula" developed by different seasons has also been adjusted accordingly.

Li Han is already a chemist.

In dressing, she also has her own experience. "Buy clothes as little as possible, if you can't buy them, try to choose natural fabrics and washable ones so that they can consume less oil or dry cleaners".

Open Li Han's "one day, one line" notebook, one page records: "in August 3rd, take the elevator 7 storeys (1.526 kilograms); fan 5 hours (0.225 kilograms); washing machine 40 minutes (0.117 kilograms)..."

In fact, there are many low carbon families like Li Han, who, while changing their details of life, quietly infiltrate their habits and habits, and unconsciously lead the new fashion of consumption. As you can see, the essence of low carbon doctrine is actually simple, but it does not sacrifice the quality of life, reduce the content of life and reduce the desires of people, but rather cuts down the redundant branches and branches to live the true life.

The age of male fashion consumption is coming.

Luxury consumption in China has increased rapidly.

For a long time, men seem to be very casual about the topic of fashion consumption.

However, with the coming of the era of eyeball economy, more and more men begin to arm themselves with "fashion". More and more brands are also trying to dig out the "gold mine" in the male market.

In a survey conducted by the zero point research and consulting group for 10 Chinese metropolitan residents, 5 adult men in every Chinese city have a self identified "new male". This figure is also corroborated by another figure, that is, at the same time, among the women interviewed by random interviews, 1/5 also believed that their husband or husband was a new male. According to statistics, new males accounted for 9% of the total number of male adults in China.

These new male groups in modern life are suddenly known as fashion groups.

Cosmetics are no longer a patent for women.

More and more men began to use cosmetics, and like women friends to patronize beauty salons, become regular customers.

In Europe and the United States, the market share of men's care products has accounted for more than 30% of the entire cosmetic market.

The total sales volume of cosmetics in China is close to 40 billion yuan, the annual growth rate is over 9%, and men's makeup products are becoming a bright spot in the market.

According to the analysis of the head of China flavor and fragrance cosmetics industry association, the market share of men's cosmetics will reach 4 billion yuan this year. Cosmetic, nutritious, curative, multi-functional and natural cosmetics will become the new favorite of men.

Patronizing beauty salons is no longer a patent for women.

Looking at this huge cake, Chinese and foreign cosmetics brands will not sit idly by.

L'OREAL, Dior and Ni Weiya have launched men's series of cosmetics. Shanghai Jahwa also launched the first male cosmetics brand GF in China.

With more men's cosmetics coming out, men do not have to "wipe" neutral or feminine cosmetics, and find their own personalized cosmetics "equipment" from head to toe.

In recent years, the rise of men's underwear is not to be underestimated.

According to the consumption expenditure survey of men's underwear in 2009, the annual expenditure exceeds 500 yuan, accounting for 7 of the total. Men's underwear consumption is higher, men pay more and more attention to underwear wear, and form a fixed consumption concept.

In addition, new male attention has also been paid to high-end luxury goods such as jewelry.

The 2010 personal luxury report released by Unity Marketing, a marketing company, shows that men spend 20% of their jewelry on the high-end jewellery market.

From 2007 to 2009, female jewelry purchases increased by 6.5%, while male jewellery purchases increased by 10% over the same period.

Of course, in addition to these new consumer goods, men's enthusiasm for traditional item consumption has not diminished.

Men are naturally interested in technology, so complex technical product manuals are also natural for them.

Their preferences for IT digital tend to be higher than that of women. They believe that science and technology can change everything.

Therefore, notebook computers, smart phones, high-end appliances, hybrid electric vehicles, GPS positioning and other new technology and new technology products, for men's appeal can play a better effect.

The creation of new technology products that will make men fondle admiringly will be an area worthy of attention in the future of the whole fashion industry.

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It is easy to see that "both inside and outside" is a fashion trend for men and is no longer a female patent.

In the face of fierce, abnormal and near saturated women's consumption market, some manufacturers have adjusted strategies to produce products for men's consumption.

Today, they have been ready to go, to rush to the space of their target groups to rush past.

"Civilian" of luxury goods

Cartier Global CEO Bernard Fornas once said that before a century ago, you had to be a king or a nobleman to have enough money to afford Cartier. Today, if you are an entrepreneur, a dentist, a lawyer, even if you are an executive of a large company, you may also be able to afford Cartier.

The mass market is so fascinating that after the global financial crisis, the world's luxury brands are beginning to think about whether they need to extend to the mass market.

This trend of "universal luxury" has forced any world top brand to rethink its new brand structure, product line and market strategy, especially for emerging consumer markets like China.

Recently released the World Luxury Association official 2009~2010 global annual report shows that China's total luxury goods consumption has increased to 9 billion 400 million U.S. dollars, the global share of 27.5%, for the first time over the United States, becoming the world's second largest consumer of luxury goods, second only to Japan.

Nowadays, a Chinese white-collar worker with an annual salary of not more than 100 thousand yuan is not uncommon in stepping on the shoes of C e line and carrying LV bags.

In their view, they prefer to squeeze subway every day, frugal, but also have their own Made in France LV package.

"Compared to those expensive suits, buying a bag can be used every day, and it will not be out of date for many years, and the quality of the whole person is really different after that. I think this is the most cost-effective luxury consumption."

A netizen named V fans wrote in the forum.

As seen from the outside world, the spiritual satisfaction and pleasure brought by luxury itself has filled the inconvenience caused by frugality in other aspects, and has been enjoying the luxury aura happily.

For many civilian luxury fans, details are symbols of a person's taste and status.

Therefore, the small objects market, such as bags, scarves, watches, necklaces, earrings, rings, small accessories, even U plates, is especially concerned.

And in terms of price, these accessories are also full of advantages.

Perhaps this is the fashion logic of the populace.

In order to meet the needs of more popular luxury goods fans, smart old luxury goods also look at the market and launch the sub line brand, which is deeply in line with the psychological needs of such people in terms of brand spirit and social awareness.

Like Coach, it has positioned itself as a luxury that can be reached by hand. It claims that its raw materials and so on strictly follow the polish of traditional luxury goods, but its selling price is only half. This has won the recognition and love of the middle class represented by professional women. Armani has launched a more popular A/X, the fashionable breath of fresh youth, without losing the original elegance and elegance of the main line, and has been widely welcomed by young people, thus expanding the market share of the brand.

It is noteworthy that today's tier cities like Beijing, Shanghai and Guangzhou are no longer the focus of luxury brand development.

In 2009, Hurun released the "2009 China's millions of billionaire brand trend report" also confirmed this view: after 2007, luxury goods in China's fastest growing is not Beijing and Shanghai, but Chengdu, Harbin, Dalian, Chongqing, Xi'an, Wuxi, Wenzhou and other two or three line cities.

Because compared with the first tier cities, the two or three tier cities have lower advertising, human and operating costs, less similar ones, stable middle class groups and higher profit margins.

In the view of luxury brands, consumers who embrace the two or three tier cities can get a new round of success in the new market space.

There is no doubt that the popularity of luxury consumption has become an irresistible trend of consumption. This trend appears to complement each other in the luxury enterprises' desire and willingness to be satisfied.

Imperceptibly, they help consumers to achieve the maximum of luxury goods......

Changes in business consumption patterns

Finding a culture fit is a new strategy for marketing.

At the end of the new world department store anniversary celebration, people once again appreciated the magic of discount sales.

The area is not very large. People in shopping malls are crowded like new spring temple fairs. Brand businesses are naturally earning money at this time.

Discount sales are obviously profitable, but it is no longer one of the factors contributing to people's active consumption.

Experiential consumption, website placement, theme culture marketing, micro-blog marketing, group buying...

These new forms of publicity and sales have been recognized by more and more consumers. People's past consumption patterns and consumption concepts are changing.

Experiential consumer market beachhead

The theme events held by a shopping mall attracted many consumers.

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In the past, shopping malls were focused on promoting sales, collecting coupons, and winning customers through price advantage.

In recent years, shopping malls have been well matched and diversified: movie theaters, KTV, art shows, walking shows, graffiti and even big stalls, which seem to be "doing nothing", making shopping malls more and more delicious.

Large, small, and sophisticated patterns have long been the purpose of new shopping malls.

As the hardware becomes more abundant, more and more shopping malls and professional stores begin to pay attention to the improvement in details.

Just past the hot weather, so that businesses ushered in a year's off-season.

Some businesses are paying attention to customers' consumption psychology and activating the experiential shopping mentality again.

In order to let customers choose a pair of suitable shoes, a shoe store singly selects some of this year's fashionable styles and puts them at the entrance to the shops, so that customers can try them on at will, so the store also gives people the impression that they are not slow in the off-season.

Similarly, a 4S store tries to "buy first, buy after car experience" activities in the sales service, that is, customers can buy cars in stores for a week (no cards on the cards) can be used free of charge. Once they feel regret in trial, they can cancel the purchase of the whole refund, so that customers can avoid the risk of "landing on the floor 30 percent off".

In some home appliance stores, experiential consumption has become the flagship of stores.

In addition to showing products such as central air conditioning, heat pump and water heater, consumers can intuitively feel the installation characteristics and effects of the central air conditioning, and even have a very intuitive understanding of the air exchange trend of air exchange, and the sales volume of air conditioners has also risen sharply.

To this end, many home appliance giants are also optimistic about this experiential consumption.

It can not be denied that the brand new experiential distribution mode has completely broken the traditional fence which is separated from buying and selling, and the practice of "asking" out of the counter and encouraging consumers to experience in kind reflects the idea of modern enlightened business people first.

Perhaps, the "warm reminder" that will not be bought will be remembered.

Cultural marketing mall killer

"Do not buy, do not move" is gradually saying goodbye.

"Price war" has long been a common practice in major shopping malls in Beijing, and this is also the last resort for businesses to compete.

For such a market, many businesses do not understand.

The price dispute not only involves the positioning and image of the mall, but also affects the profit and survival of the brand.

Consumers, who are the main consumers, have long been numb and suspicious about this commonly used way of promotion.

The traditional way of relying on low prices to win customers is too old-fashioned, whether it is discounts, full reductions or full gifts.

And the conjunction point of commodity and culture has become a new business opportunity for the market to compete.

The menswear festival of the contemporary mall, the new light garden of Xinguang world, the feather festival of the Xidan shopping mall, and the lighting festival of the blue harbor.

Many stores try to integrate culture with marketing.

From selling clothes, selling food to selling a lifestyle and one-stop experience, whether it is shopping malls or customers, what is now pursued is no longer limited to buying and selling relations, but is trying to explore the hidden product contained in the product -- culture.

Shopping malls not only provide clothes, shoes and caps, accessories, but also have deeper spiritual needs after satisfying the basic material needs of consumers, that is, cultural enjoyment.

For example, the just ended Valentine's day and World Cup, the major shopping malls have been fighting for business opportunities: Chaoyang joy's "world cup beer garden", Gate new China Customs's "love Saint sunburn G Festival" and other theme activities, through beer stalls, illustrations, auditorium and other forms to display local customs and cultural activities, for these two words - culture.

On the seventh day of the seventh day, Xiao Cao took part in the Gate Xin Zhong Guan's sunshine lover G Jie Ling. Although she was still single, she was also attracted by the special cultural consumption activities launched by the shopping mall.

Because whether consumers are "double" or "single", they may become the Gate super love saint of Tanabata and win the "Sun guest Award".

Xiao Cao told reporters that such activities are much more meaningful than the simple Tanabata theme promotion.

Cultural marketing regards commodities as the carrier of culture and enters the consumer's consciousness through thematic activities of shopping malls. It reflects and satisfies consumers' pursuit of material and spiritual spirit to a certain extent.

At the same time, cultural marketing has also injected new blood into shopping malls, making the four elements of products, services, prices and channels more perfect in cultural marketing.

The magic of brand implantation {page_break}

The theme culture festival has brought more popularity to shopping malls.

A cold drink brand's "very courteous" activity is a popular game on the happy Internet. Users can use "all kinds of means" to "impolite" friends, and the props in the game can give players more privileges.

If a user wants to get a prop, he must buy a cold drink of the entity and activate it with the password on his stick.

Now people can even see the sale of the cipher bar on Taobao and other websites, with a unit price of 1.5 yuan per unit.

It is undeniable that brand promotion in the entertainment platform such as Kaixin has become an essential way of brand marketing, and ultimately contributes to the growth of consumption.

These implantable advertising messages can be said to be ubiquitous in SNS components, and the case of Kaixin is only 1/10000 of the typical placements.

In the advertising profit mode, besides the genuine advertisements on the front page of the website, most of them are embedded advertisements. The product or brand and its representative visual symbols and even the service contents are strategically integrated into the small games developed by the SNS website. Through the reproduction of the scene, the consumers will leave behind the impression of the product and brand imperceptibly, and then achieve the purpose of marketing products.

In addition, there is another important way to implantable marketing, that is, film and TV implantable marketing.

For those powerful brands, deep integration will become their favorite way.

Some experts predict that the future film and TV implantable marketing will go beyond the single media of film and television, and combine with other kinds of media marketing, such as Internet, online games, newspapers, magazines, cell phone messages, novels, etc., will enter a new stage of multi media integrated implantation.

For example, in Sophie's diary, which is popular in Dongfang satellite TV and other Internet media, Paris L'OREAL adopted a multi media integrated implant marketing mode.

In Sophie's diary, there are not only L'OREAL's makeup artists, but also the introduction of beauty knowledge and beauty products.

In addition to the TV media, Tudou has also become the first independent broadcast platform of Sophie's diary.

L'OREAL's brand and products have been greatly improved through the integration of television, video websites, blogs, fashion websites and newspapers.

Some spectators even went to the sales terminal to name the series of flawless foundation liquid, eyelash hair essence, moisturizing and moisturizing series.

The zero point research group believes that the key to the success of multi media integration is to enable the media to interact with other media, fully tap the characteristics of various media, and narrow the distance between brands or products and consumers (consumers), so that brand values and claims can be considered as consumers' minds.

This kind of implant brand publicity is far higher than the general hard advertising form.

The power of opinion leaders

65% of people once followed a brand on micro-blog.

Reporters found that many of micro-blog's official micro-blog has a huge fan group.

When fans see new information about this brand, they will relay or pay attention to it, and fans will also participate in the activities launched by the brand.

In micro-blog, there are links of "people who may be interested", so brands can find many people on micro-blog, including consumers.

Consumers will also come to the brand's website to browse through the links on micro-blog.

Reporters found that COFCO, Erie, Motorola, NOKIA and many other manufacturers have been working with sina micro-blog, using the characteristics of micro-blog initiative propagation, launched a number of pilot marketing activities.

Take Ili nourishment milk as an example, the huge fans of sina micro-blog group have the characteristics of high quality, high education and high income, which is highly coincided with the target consumption group of Yili nutrition milk.

In an interview with the media, Tang Heng, customer director of the Erie group of Yili, said that there was no advertiser trying micro-blog marketing before. Erie dared to be the first to eat crabs, that is, to use this new platform to attract consumers' attention, enhance the awareness and product benefits of nutritional milk, and communicate with consumers in depth.

As of September 19, 2010, Erie nutrition micro-blog milk "vitality baby" fans up to 72566 people, published micro-blog 3531, Sina micro-blog in the world cup marketing during the most effective brand.

Sohu, which has not yet launched the marketing attempt, has made deep cooperation with other brands by using other resources of Sohu, such as China Telecom, Adidas, Budweiser beer, Haier and other famous brand enterprises. All of them carried out intensive advertising during the world cup, and micro-blog became one of the links in the micro-blog.

For example, for students and young people who have just entered the workplace, Lenovo and Sohu jointly created the world cup thematic activity "Sima TA World Cup" during the world cup. The main emotional card is "who do you want to watch with the most people"? And through Sohu blogs, Sohu micro-blog, Sohu community and the white society, upload old characters or pictures, and attract the participation of netizens with generous prizes.

Cao Fanghua, a network marketing expert at Jie Yuan Xin, said that the current mode of micro-blog marketing is inseparable from advertising, including word of mouth communication among users, as well as micro-blog officially certified by advertisers on micro-blog platform as a platform for communication with consumers.

And micro-blog is undoubtedly an advertising communication way that advertisers are willing to try.

Micro-blog head of a portal website said micro-blog users are usually more receptivity to marketing events than traditional SNS websites.

When a fan likes a brand, he will love his marketing activities and eventually promote consumption.

Group buying ferocious

Group buying is group shopping. It refers to the way consumers combine to buy something to get the best price.

According to the principle of small profits but quick turnover and high price, merchants can offer discounts for group purchases below retail prices and quality services that are not purchased individually. "

This is the definition of group buying.

Group buying discount below retail price is undoubtedly the killer of attracting consumers. This is also the reason why group buying is a new consumption mode.

In less than a day, Beijing's Yao Lai international studios sold 150 thousand copies of the summer double food package, that is to say, about 300000 viewers would go to the theater.

The audience is not the owner of the cinema, Jackie Chan, the famous movie star, but the network new favorite of 2010 -- online group buying.

The "glutinous rice net" organized the group purchase, which earned enough popularity at a low price of only 77% off of the original price of the original ticket.

Since 2010, "online group buying" has sprawled from Beijing and Shanghai, and has expanded rapidly to the two or three tier cities nationwide.

"Viewing group buying" is only the "iceberg corner" of group buying market.

According to the international consulting firm Analysys International data, the scale of the domestic online group buying market will reach 980 million yuan in 2010.

"I really didn't expect it to be so cheap. The 10 time was 99 yuan for swimming fitness, and 20 yuan voucher."

Sun Huan, a public relations firm in Beijing, said.

Indeed, online group buying breaks many people's lowest price expectations.

Open the home page of group buying website, people will find that 90 percent off group buying activities can be found everywhere.

According to incomplete statistics, millions of people have participated in online group buying in Beijing, the birthplace of group buying network.

Most of these group buying websites imitate the business models of Groupon.com websites in the US, and their development speed even surprised the industry.

"Group buying attracts people not only because of price, but has become a new way of life."

Liu Jianguo, CEO, believes that for those who do not have time to go or never find good things, group buying websites dig them out and present them to consumers at relatively good prices.

This is actually enriching everyone's life.

For businesses, online group buying is a unique advertising platform.

When online group buying from hairpin tickets to game cards, from health services to hotel packages, almost no "regiment", people's consumption has been virtually pulled.

Double push in the new consumption era

Social and market factors have injected momentum into the consumption field, brewing the arrival of the era of big consumption.

From past years, long holidays tend to be a short-term factor in stimulating tourism stocks, and this year is no exception. Consumer demand growth will also outline the "money landscape" of the A share market.

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The post 1980s consumption era is coming.

Wine market is rising.

The latest Chinese urban residents survey released by CTR market research shows that the three high-end consumers, the popular women and the post-80s generation are gradually becoming the main force of consumption in China. Their consumption behavior and lifestyle also reflect the development and changes of Chinese residents' consumption behavior.

The "post-80s" new force has become the main force in the era of big consumption. It has come from 200 million "after 80" has entered the consumption period.

The "Wall Street journal" Chinese web article said that the 200 million "post-80s" has made a significant contribution to the 30 year growth of China's economy from just being born, mainly due to the "demographic dividend" factor.

With the birth of the second generation of birth boom in 1980, the "post-80s" entered the society. Real estate, catering, consumer goods and other industries and enterprises were greatly promoted by the "demographic dividend".

The baby boomers in the United States encouraged many fast-food restaurants in the United States during their teens, which led to the rise of entertainment soap operas in the US, and when they got married and planned to buy some real estate, they created a huge middle class in the United States.

Nowadays, after 80% of the consumption of fashion products in China, 80% has become a weathervane.

When buying various fashion products of personality and avant-garde, they are also important consumer forces in the property market and car market.

For this reason, some world famous brands are willing to lay down more customers and reformulate their market strategy in China.

Although the brand of a watch brand has delineated consumers as a whole consumer group between 8 and 80, its first ambassador in China has chosen a "post-80" idol.

With the new generation on the mainstream stage of society, the impact of the 1980s on the economy has begun to appear.

No matter how much the Post-80's lament the task of buying a house, buying a car and raising the next generation, it is impossible to bear the burden. The expansion speed of consumption ability and consumption desire is enough to achieve the prosperity of the consumption era.

The beautiful process of urbanization consumption?

Urbanization is a necessary condition for consumption upgrading.

Experts believe that, from a fundamental point of view, the momentum of sustained growth in consumption is not related to the urbanization process.

According to international practice, the level of urbanization is between 30%~70%, which is a period of rapid urbanization.

It is estimated that the urbanization rate will increase by 1 percentage points, which will stimulate the final consumption growth by 1.6 percentage points.

Due to the implementation of the comprehensive economic stimulus plan introduced by the government, according to the forecast, the urban population in China will reach 647 million 290 thousand in 2010, and the proportion of urban population will reach 47.7%.

The overall expansion of cities is accompanied by the increasing number of consumer goods, and consumer psychology has gradually recognized the standards of international cities.

It can be seen that urbanization has changed the social consumption psychology from different levels. It is a necessary condition for the upgrading of consumption together with factors such as the improvement of income and the improvement of the consumption environment. It can be expected that the demand for real estate and the consumption of other areas will continue to be active.

But the pfer of population to cities can not be equated with the inevitable increase of consumption.

Experts believe that the rural population will shift to cities and the total scale of consumption will increase. If we only pay attention to the expansion of the urban area and increase the urban population mechanically, we will neglect whether the new population can enjoy social security and public facilities.

In the long run, the marginal propensity to consume of the new population may decrease, and eventually the consumption growth rate will decrease, which will also aggravate the problem of low consumption in China.

Data show that China will enter the era of urbanization in the next 5~10 years, and the urbanization rate will increase from 45.68% now to 60%.

The Midwest urban agglomeration will become the highlight of the urbanization era.

The rapid development of urbanization will push China towards a big consumer country and form a new pattern of consumption led development.

At present, China's economy is expected to fully recover, and the improvement of urbanization rate is still one of the important sources of power in the new consumption era.

Consumption fever spawned the love of concept stocks {page_break}

The concept of consumption is touted by the stock market.

Many factors such as dividends, urbanization and so on contributed to the Mid Autumn Festival and the national day consumer gold week. In the capital market, the concept of big consumption which has been active for some time will undoubtedly shine new vitality and intensify the absorption of gold and silver.

Holiday consumption has always been a key point of China's social consumption. By the advent of the tourist season and the frequent promotion of policy benefits, a stock has long been popular.

Data show that since the early July rebound, the highest index of hotel tourism sector index rose by more than 30%, leading the market nearly 20 percentage points.

With the advent of the festival, many investors are concerned about the concept of big consumption in the stock market.

Such expectations generally appear in the two peak seasons of consumption each year - the Spring Festival and the Mid Autumn Festival to the National Day golden week.

Statistics show that residents' consumption in these two periods can usually account for 1/4 of the whole year's consumption, and the stock market will naturally form relevant hotspots.

CITIC Securities recently released research report that the upcoming long holidays will play a huge role in promoting the tourism industry, and will also greatly enhance the performance of listed companies.

In the Spring Festival of 2010, the hot tourism situation started a good start for the whole year's tourism consumption. Now, there are not many meetings in World Expo, Shanghai, and hundreds of thousands of people visit World Expo every day. Thus, the demand for various elements of the tourism industry makes the business opportunities here not to be overlooked.

Therefore, tourism and related enterprises in Shanghai and East China should play a very important role in the concept of big consumption and become a hot spot.

The economic recovery and the planning of Hainan international tourism island in 2010 and the hosting of the Guangzhou Asian Games also made investors expect the rise of the tourism sector.

"From sightseeing to leisure, from domestic tourism to international tourism, and from the combination of two yuan of urban and rural development, the growth rate of tourism industry will be higher than that of all listed companies."

An analysis of a private person.

The China Tourism Research Institute predicts that the number of domestic tourists in China will reach 210 million during the two-day period. Even if the number of tourists exceeds 210 million, it will account for only a minority of the whole population.

Because of the large population base, the most important consumption of golden week is still on food and beverages, and liquor is a strong one.

Under the huge demand of the market, the price of high-grade liquor breaking through the "limit order" has doubled several times in 5 years.

This year's Mid Autumn Festival, the national day of the golden week, the rising price of liquor consumer goods has long been getting worse.

Data show that, at present, the dynamic price earnings ratio of line liquor is close to 25~30 times, and the value of the two or three line liquor is even higher, which has reached 30~50 times.

Analysts believe that this year's performance is stronger than that of previous years, due to the positive stimulus of inflation expectations.

In fact, a new round of rising prices for high-end liquor is also due to the strong demand for the market before the festival, and the reasons for the rise in prices of raw materials.

The rise in grain prices this year has brought pressure on the downstream industries of grain as raw materials.

In any case, liquor stocks are the most direct response to the holiday effect in food and beverages. Since July, alcohol stocks in the stock market have been performing well and rising steadily, becoming an important investment target on the stock market, and they continue to outperform the market.

Supermarket department stores and household appliances also deserve more attention.

Analysts believe that the rise of tourism, food and beverage stocks reflects the gold consumption effect of long holidays.