What Is The Consumption Situation In The First Qingming Holiday Season?
The news of "20 thousand tourists on a day in Mount Huangshan scenic spot" has aroused concern. The peak of passenger flow occurred during Qingming holidays. As the epidemic gradually stabilized, everyone walked out of their homes, or travelled, or went shopping.
In April 7th, the China Tourism Research Institute released the "Qingming Holiday Holiday Tourism Market Research Report" in 2020. According to the comprehensive estimation, the total number of domestic tourist reception during the Qingming holiday in 2020 was 43 million 254 thousand, which decreased by 61.4% compared with the same period last year, and realized tourism revenue of 8 billion 260 million yuan, a decrease of 80.7% compared to the same period last year. The domestic tourist satisfaction index was 88.8, reaching a record high level.
At the same time, as shopping malls, restaurants and entertainment establishments resumed business gradually, during the Qingming holidays (4.4-4.6), the consumer market could not be compared with the previous years, but the recovery trend was obvious.
The following are the current consumer market conditions of the Qingming small holiday.
Jiangsu
According to the monitoring and preliminary statistics of the Jiangsu Provincial Department of Commerce on the key business circulation enterprises in the province, during the Qingming period (April 4th to April 6th), the total sales volume of the consumer goods market in Jiangsu province was about 2 billion 890 million yuan, and sales resumed to 73% in the same period last year. The improvement of the consumer goods market in the whole province has not returned to normal level.
Mainly embodies the following four points:
First, the consumption of food and beverage is getting warmer. Qingming small holiday, the province's catering units on the basis of the implementation of health protection guidelines, gradually eliminated seat restrictions, passenger traffic rose rapidly, especially hot pot, barbecue and other types of catering favored by the majority of young consumers, the major integrated body catering also appeared a long queue. Zhenjiang's seventeenth "Yangzhong puffer culture festival" was changed to "cloud Festival and online experience" mode. Many puffer featured restaurants sold 50-60 puffer fish online daily, up to 160 at most. The 56 key catering enterprises monitored by Nantong have achieved sales of 11 million 231 thousand and 400 yuan and returned to 71% in the same period last year.
Two, the general merchandise industry is showing signs of recovery. Qingming small holiday, Nanjing Golden Eagle world sales increased by 13.65% over the same period. The 13 key department stores monitored by Wuxi have achieved sales volume of 150 million yuan, and the traffic volume has returned to 70% before the epidemic. The 47 key business enterprises monitored by Xuzhou have achieved sales of 306 million yuan, an increase of two times than before the festival, and returned to 93% in the same period last year.
Three, supermarket sales are steadily rising. Qingming small holiday, supermarket snacks, beverages, fruits, fresh and other commodities are popular. Supermarkets also launched various promotional activities in a timely manner to seize customers. The 41 major supermarkets monitored by Yangzhou have achieved sales of 42 million 300 thousand yuan, which is basically the same as the same period last year. The 2 key supermarkets monitored by Shuyang county achieved 4 million 55 thousand yuan in sales, an increase of 8.4% over the same period last year. The 5 key supermarkets monitored by Taixing have achieved sales of 4 million 179 thousand yuan, an increase of 11.5% over the same period last year.
The four is the popularity of Internet consumption. Qingming small holiday, Kunshan "kunwei to" mall, Ding Dong buy vegetables and other online fresh platform sales increased by 14.2% over the same period.
Nanjing
The statistics of the 32 key business circulation enterprises monitored by Nanjing Commerce Bureau during Qingming holidays show that although the holiday market heat this year is less than that of last year, the recovery trend is obvious. Among them, 5 enterprises grew year by year, and the sales volume of 28 enterprises increased.
Nanjing's business and distribution enterprises have launched a variety of consumer promotion activities, such as holding food festival, launching a special time delicacy for seasonal foods such as Toona sinensis, Youth League, spring shoots and so on, in order to fully activate the market atmosphere and stimulate consumption.
Yangzhou
Yangzhou City Commerce Bureau has monitored the Qingming small holiday of 41 large supermarkets in the city, and realized a total turnover of 42 million 300 thousand yuan, which is basically the same as the same period last year.
Changsha
In order to stimulate consumption and flourish the market, before the festival, Changsha organs and enterprises and institutions issued "consumption and package payment" coupons. In order to attract customers to enter the store, customers such as friend group, Tongcheng group, Oteri J, BBK Xinxi, Lok Ho City, Hisense Plaza, WAL-MART, Huarun Wanning, sunning Carrefour and other businesses have also offered profits. Many businesses have long been bustling scenes.
Take time ole as an example. As of 6 days, 17 hours, the total passenger flow of three days holiday has exceeded 45 thousand, and the total sales volume has reached 9 million, an increase of 15% over last year. Many people use coupons and coupons in shopping and dining.
Ma'anshan
According to the statistics of Ma'anshan Business Bureau, Qingming holidays, Ma'anshan's 41 major supermarkets, Qingming small holiday, have achieved a total turnover of 42 million 300 thousand yuan, which is basically the same as last year. Many businessmen have been grasping business opportunities, offering various promotional activities such as discounts, buy gifts, bonus points and other promotions, which has stimulated consumers' shopping enthusiasm.
Light food tea, special snacks, brand hotpot and farm land dishes have become the mainstream of festival catering market, and are widely welcomed by the public. The dining room rate of the brand catering enterprises such as Meng Du restaurant, Chun Sheng Yu Fu, Sheng Dexuan and so on is close to 80%, which is nearly 20 percentage points higher than that before the festival.
Under the influence of the epidemic, all local governments and major businesses are launching consumer coupons, bringing a wave of consumption fever. For example, a person in charge of a restaurant brand in Zibo said that only one branch received total value of 4000 yuan in Qingming period. It was calculated at 100 yuan for each table, which was equivalent to 40 passenger flow, and the effect of promoting passenger flow and promoting consumption was very obvious.
According to the media's incomplete statistics, Beijing, Tianjin, Chongqing, Zhejiang, Jiangsu, Guangdong, Anhui and other 20 provinces (autonomous regions and municipalities directly under the central government) have issued vouchers to boost consumption and drive economic growth. In terms of businesses, commercial enterprises such as Wanda and Jin Ying are actively launching consumer coupons to boost consumption.
Analysis of the industry, consumer coupons are through subsidies to stimulate consumption, the release of consumer demand. From past experience, consumer subsidy policies generally drive consumption growth in the short term, or even a new high consumption level.
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