National Policies To Promote Consumption Will Be Boosted By Several Major Aspects.

After nearly two months, the control of epidemic situation in China has basically improved and many forces have been transferred to restore the economy. Throughout the country, the vast majority of shopping centers have resumed business, while projects and businesses actively think about countermeasures to improve their business conditions. At the same time, the national level has also introduced a number of measures in a timely manner to promote the upgrading of consumption.

The national development and Reform Commission announced on 13 March that in order to improve the mechanism of consumption system and promote the steady growth of consumption, the twenty-three departments of the national development and Reform Commission, the Central Propaganda Department, the Ministry of Finance and the Ministry of Commerce jointly issued the "Implementation Opinions on promoting consumption expansion and upgrading quality and speeding up the formation of a strong domestic market". The implementation opinions put forward six aspects of promoting consumption expansion from the aspects of market supply, consumption upgrading, consumption network, consumption ecology, consumption ability and consumption environment.

Among them, the "implementation advice" related to supporting the central city to strengthen the "first store economy" and "first economy", encourage the development of new consumption mode such as integration of online and offline, promote quality and upgrading of leisure and tourism consumption, and promote the development of community life service industry will have an important impact on the promotion of commercial real estate.

Supporting the central cities to strengthen the "first store economy" and "the first economy"

"First store economy" as a combination of brand value and the realization of regional resources, and an economic form that has a positive impact on the economic development of the region, has been in full swing throughout the country in recent years.

Beginning in 2017, many cities began to publish quarterly and annual first store statistics. The first store economy began to become a key business development strategy as well as the "night economy". In 2019, Shanghai, Beijing, Chengdu, Shandong and other cities all introduced the encouragement policy of developing the first store economy from the government level.

At the policy level, it shows sustained support for the "first store economy". The "implementation opinions" put forward: comprehensively enhance the competitiveness of domestic goods and services. It explicitly expressed support for the central city to strengthen the "first store economy" and "the first economy".

Although there are still many opportunities for the first store in China, we should draw more lessons from the past, strengthen management, improve localization, and emphasize product image. In addition, the entity store needs to spend more time and higher economic cost, and more and more brands start online.

Tmall International said that the number of overseas brands began to surge from about the second half of 2018. In 2019, from the invitation system to the independent entry mode, the brand growth rate reached 300%. Over the past six months, more than 1500 overseas brands have opened their first stores in China through Tmall.

As shopping malls and cities become more and more aware, the first store's entry means that the brand's recognition of location, consumption and operation will be more active in marketing, supporting its own value. In the form of innovation in the first store, as the market of the first store sinks, there will be more first stores with urban culture in the future.

Encourage online and offline integration and other new consumption patterns.

During the epidemic period, the vast majority of consumers had limited scope of action and the rapid growth of online economy based on online consumption. After the end of the epidemic, the online and offline consumer mode will also become a new consumption trend. In view of this trend, the implementation view encourages the development of new consumption patterns, such as online and offline integration, and encourages the construction of "smart stores", "smart blocks" and "smart business circles" in the development of new formats and new modes of consumption.

At present, the vast majority of shopping malls have realized that "online offline mode" is the inevitable trend of the development of commercial real estate in the future, and has begun to actively explore effective development mode. In order to meet consumer demand and reduce the impact of outbreaks on real businesses, shopping malls launch live direct mail, online direct purchase, and group selling.

The most representative is Yintai department store, and Taobao invited nearly 1000 shopping guides to live in the home to achieve non-contact shopping. Through live broadcast, shopping malls can link people to goods and then complete the purchase. According to Yintai department store, the shopping guide can also serve customers remotely at home. After the transaction, it can get a sub Commission. Compared with the previous service only, the revenue from shopping guide has also been improved.

There are also many shopping centers offering online distribution, online distribution, home shopping, online shopping platforms, Taobao mall and other small programs, APP for sale, launching online cloud shopping, launching topics solicitation by WeChat platform, releasing various tutorials for merchants, increasing customer stickiness, and integrating channels such as online group, flash delivery, errands, etc. 3 km of community services and other initiatives.

The epidemic has indeed become a "catalyst" for the evolution of retail. After the epidemic, the shopping mall is also faced with the long-term exploration process of opening up online and offline marketing closed loop.

Focus on promoting leisure and Tourism Quality Upgrading

Wen Lun is one of the areas where commercial real estate has been hit hard. It will not be very fast to recover, but it also means that there is much room for rebound. The "implementation opinions" put forward the key points to promote the upgrading and upgrading of cultural leisure consumption, enrich the cultural tourism products with distinctive characteristics, improve the entry and shopping environment, and innovate the cultural tourism promotion mode. Mainly from the rich characteristics of cultural tourism products, improve the inbound tourism and shopping environment, innovative cultural tourism promotion mode three aspects of strength. It mainly includes the construction of leisure and consumption system of multi industry, multi fields and integration, and the development of consumption gathering areas with multiple formats.

Over the past 16 years, China's domestic tourism revenue has increased rapidly at a compound annual growth rate of 17.52%. In 2018, the scale of China's domestic tourism market has reached 5 trillion and 130 billion yuan; in 2018, the Ministry of culture and tourism merged, and the tourism industry became a national strategic pillar industry.

The fusion group has acquired 91% stake in Wanda 13 cultural tourism projects with a price of 43 billion 844 million yuan. The company has acquired 6 billion 281 million design, management and planning companies for the 13 WL projects, and has recently established a wholly-owned subsidiary, Shenzhen financial and entertainment media (Shenzhen) Limited. As China's super cultural travel industry operator and Wen brigade property owner continue to add notes to the brigade industry, it also indicates that this industry will speed up further development.

Although the impact of the epidemic on the tourism industry will not be eliminated immediately, Wenwen travel enterprises can take advantage of this opportunity to practice internal skills. In terms of product content, comply with market development needs, use more high-tech means, implement "culture +" and "tourism +" strategy, promote innovation and integration development of cultural tourism and related industries, and continuously cultivate new forms, new products and new modes of cultural tourism. In marketing, we should explore more diversified ways such as online marketing and self media marketing.

Especially in 2020, taking 5G as the core, artificial intelligence, VR/AR, big data and Internet of things will be applied to mature technology. The tourism industry is also a highly acceptable field for new technologies and new elements. The integration of cultural products and services into cool and interesting high-tech will become the mainstream of the future market.

Promoting the development of community life service industry

The implementation of the suggestion also indicates that there are still short boards for community consumption services in the prevention and control of epidemic diseases. It proposes to promote the development of community life service industry, vigorously develop community businesses such as convenience stores and community vegetable shops, expand property services and speed up the construction of community convenience stores.

During the epidemic, large shopping centers launched a general attack on the last mile of the community. WAL-MART, Suning, Yonghui and so on, represented by large business super fast, have rapidly formed their own community security scheme, and in a short period of time, the results are very significant.

In addition to online building, a big business superstructure will also accelerate the layout of the "small format" around the community. Since last year (2019), many chain supermarkets have begun to layout "small format". Huarun Wanjia's MART, Yonghui supermarket Yonghui MNNI, Wumart supermarket, Carrefour's EASY, WAL-MART's supermarket. All this means that the community life service industry will develop rapidly and the community convenience business circle will also be accelerated.

For Shang Chao, accelerating the layout of "small format" does not mean that the large business super will be replaced, but the business mode of business super is diversified, and the service form tends to multilevel. But what is the role of the store in the future, or whether the store or the big shop complement each other? How to get the supply chain system online and offline will be the decision that the big business super enterprises have to make after the outbreak.

In addition to the above four points, the implementation opinion also proposes to continuously promote the construction of the metropolitan area, accelerate the upgrading of mature business circles, form a number of regional consumption centers, support commercial transformation and upgrading, promote the transformation and upgrading of commercial pedestrian streets, and speed up the construction of the "smart +" consumption ecosystem, continuously improve the residents' consumption ability, and create a comprehensive consumer friendly environment, and commercial real estate. Closely related initiatives.