The Problem Of Chinese Consumers' "Japan And South Korea" Has Always Been A "Heart Disease".

I believe many Chinese are preparing for a short trip.

Due to the clustering of domestic tourism in recent years, short-term overseas tourism is becoming a hot issue among Chinese consumers, especially in Japan and South Korea.

Consumption is related to income and related to product quality. It is related to brand strategy. But from a country's perspective, the consumption of future society is not just a series of figures, but a market revolution that runs through the society, promotes industry, involves monetary policy, consumptive policy orientation and economic structural adjustment.

According to the data released by Japan's Tourism Bureau, the number of tourists to mainland China in 2015 reached 4 million 993 thousand and 800, an increase of 107.3% over 2 million 409 thousand and 100 people in 2014, and China has become the largest source country of tourist resources in Japan.

In 2016, the growth momentum showed no signs of decline. Shanghai's Consulate General and other visa issuing agencies had to increase temporary employment to cope with a large number of visa applications every day.

The main purpose of Chinese travel to Japan is not sightseeing but shopping.

Mainland tourists' "purchasing power" in Japan is staggering. In 2015, the total consumption of tourists to China in Japan reached 1 trillion and 410 billion yen (about 82 billion 344 million yuan), with a per capita consumption of 283 thousand and 800 yen (about 16 thousand and 600 yuan), compared with tourists from other countries and regions.

The per capita consumption is more than 100 thousand yen (about 5840 yuan).

The same is true in Korea.

In 2015, the total number of Chinese tourists to Korea is expected to reach 6 million 110 thousand, accounting for more than 40% of the total number of foreign tourists to Korea.

According to the statistics of Korean Tourism commune, the average consumption of Chinese tourists to Korea in 2015 was about 2200 dollars (about 14283 yuan), which was more than twice the average consumption of Korean tourists.

According to statistics, in 2015, more than 70% of the Chinese tourists to Korea were mainly shopping, and about 20% of Chinese tourists were to feel the Korean culture.

According to the expectation of Korean Tourism commune, the comprehensive economic benefits of Chinese tourists in accommodation, pportation and shopping in 2015 were 22 billion US dollars, accounting for 1.6% of GDP in Korea.

The reasons for this phenomenon can be seen both inside and outside.

Internally, there are many problems in the Chinese market itself.

Because of the intensification of domestic commodity Shanzhai, the lack of protection of product quality, the occurrence of market fraud, the lack of adequate protection for consumers and the low level of service, not only seriously affected the supply of qualified goods and services in China, which is probably an important reason for China to promote structural reform of supply side, and also weaken the willingness of Chinese consumers to consume in their own country.

In the past, many people said that consumption was not stimulated by the government. Increasing the income of residents is the primary prerequisite for improving consumption ability.

Now it seems that the problem is not so simple. If the consumption and consumption environment is not good, the increased income will become the income of other countries.

From the external reasons, there are different reasons to attract a large number of Chinese consumers.

First, the quality of products.

Japanese products have long been known for their high quality. This impression has remained unchanged since China's reform and opening up.

Korean products are coming from behind, and have established the advantages of Chinese consumers in some products and popular culture.

Chinese people rush to buy goods in Japan and South Korea, which are directly related to the brand and quality of products in Japan and Korea.

In recent two years, Chinese people rush to buy Japanese toilet lid, rice cooker and so on, which is a typical reflection.

The two is the adjustment of world economic structure triggered by currency devaluation.

Chen Gong, chief researcher of Ampang consulting, seems that Chinese people rush to buy Korean and Japanese products.

The problem is also related to changes triggered by devaluation.

Devaluation has made the goods made in the world cheaper. In the past, the prices of goods in Japan and Korea were more expensive, but because of the devaluation of the yen and the won, they became cheaper than before and were more popular in the world than in the past.

Three, countries such as Japan and South Korea have adjusted and improved the consumption environment against Chinese consumers, and launched more services that are more conducive to Chinese buyers, so that Chinese consumers can buy more.

In fact, a more complicated structural change is emerging behind this issue. This is the deep reason why Japan actively supports and expands the consumption of Chinese tourists.

Japan is a very smart country, and they have a wide range of knowledge.

China was originally based on the "ten years of the world factory" and has just established a certain position for its products.

During this period, the market share of Japanese and Korean products had shrunk.

But now, with currency devaluation and relatively low commodity prices, Japanese and Korean products are coming back. Now, not only do Chinese people like to buy products from Japan and Korea, even Russia, Mongolia,

And ASEAN countries also have a tendency to favor products from Japan and South Korea, and a large number of products from Japan and South Korea are re occupying the market.

This trend will inevitably lead to structural changes in the world economy.

Chinese manufacturers do not seize the opportunity to upgrade China's consumption, but consumers are highly "Japan and South Korea". Now the younger generation of China is not only "like" people in Japan and Korea, but also like cosmetic products.

It is hard to imagine that the younger generation in China, a country with a long history, is not only confident in its own products, but also has not established its own characteristics in terms of culture and fashion.

This is not simply to criticize young people's choice of consumption, but to reflect on why China has encountered such a dilemma in the consumer field from a systematic perspective.

If the government is concerned about policy orientation, we think that "guidance" is the most worthy of attention and vigilance.

What is consumption? How does consumption arise and last? How does consumption evolve and upgrade? For many economists or policy officials in China, these are big problems that seem to be clear and unfamiliar.

In the eyes of many Chinese economists, "consumption" is a figure. For example, in 2015, the total retail sales of social consumer goods reached 30 trillion and 100 billion yuan, an increase of 10.7% over the same period last year, and the contribution rate of consumption to social and economic growth reached 66.4%.

But how does the supply and demand behind these figures come true? We are actually very strange.