Shanghai Launched The "Consumer Revitalization" Artillery: A Single Day Turnover Of Billions Of Lines To Accelerate The Integration Of Online And Offline

In the post epidemic era, the positive effect of the new economy on economic upgrading is emerging.

18 hours and 12 minutes, "55 Shopping Festival" total consumption expenditure in Shanghai area of tens of billions of yuan. At 8 o'clock on May 4th, the Shanghai Municipal Commerce Commission announced the "55 Shopping Festival" real time data. Since the launch of Shopping Festival in May 4th at 20 hours, the total consumption expenditure in Shanghai has reached 15 billion 680 million yuan.

In this process, Alibaba, suning.com, and many other electronic business platforms also issued tens of billions of subsidies. In May 6th, the data released by Alibaba showed that in May 5th, at 0 -16 in Shanghai, the turnover of Tmall merchants on the Tmall platform reached nearly 200% in the same period last year, and the performance of Tmall platform exceeded tens of thousands of merchants in the same period last year. At the same time, the audio platform Himalaya also signed a strategic cooperation agreement with Shanghai Nanjing Road Pedestrian Street Enterprise Association, to build a 360 degree "audio Nanjing road", integrating online and offline consumer scenarios and consumer behavior.

In response to this, Mo Daiqing, director and senior analyst of the online retail department of the electronic commerce research center of the network society, said in an interview with the economic news reporters in twenty-first Century that Shanghai, as the economic center of the whole country, concentrated the middle and high consumption groups and faced the international situation at the same time. Shanghai's economic upgrading can play a leading role in promoting the overall confidence in the overall economic recovery. In addition, the collective participation of online platforms can also stimulate consumers' strong desire to shop, and it is an opportunity for transformation and upgrading of digital business circles, business streets and shopping malls. "Online traffic feedback line entities, driven the popularity of offline business circle, and expand the sticky of the real economy."

The amount of subsidy amounted to 13 billion yuan.

On the evening of May 4th, Shanghai's "55 Shopping Festival" started for 4 minutes, and the real time consumption payment in Shanghai broke through the 100 million yuan mark. Twenty-first Century economic news reporter noted that in Tmall, Suning and other platforms, the discount rate even exceeded the double 11. Its biggest feature is that Shanghai's time-honored brands and SOEs are fully "surfing the Internet".

In addition to Bailian Group, Guangming group, Xinghua Lou and other enterprises, Internet buzz Ding Dong buy vegetables, B station, Xiaohong book, Himalaya and so on are also involved. Alibaba and many of them have reached strategic cooperation with Bailian Group respectively to digitally transform traditional department stores such as Bax's new world city, first department store and so on.

More data show that in the 20 hours after the "55 Shopping Festival", more than 2 million orders were placed in Shanghai, with turnover exceeding 150 million. The 136 channels, such as more than one live broadcast, were over 20 in total within 20 hours. Among them, more than 40% users come from Shanghai and the Yangtze River Delta region.

Shanghai was one of the first cities in China to enter the trillions of cities. In 2019, the total retail sales of consumer goods amounted to 1 trillion and 350 billion yuan, ranking the first in the country for three consecutive years. Therefore, the purpose of this shopping festival is to conform to the trend of consumption upgrading, to stimulate consumer demand and release the potential of domestic demand frozen by the epidemic.

Dong Benhong, chief marketing officer of Alibaba, said in an interview with the twenty-first Century economic news reporter that the new consumption is the whole scene coverage, creating convenient shopping opportunities for all online and offline consumers who want to go out and do not want to go out. "Although the epidemic has restrained consumption, we still have great confidence in the recovery of consumption from the current data."

According to statistics, the preferential subsidy granted by the major platforms reached 13 billion yuan. The business platform links main business circle and business street to promote the integration of online and offline development, with the starting economy, brand economy, night economy, tax rebate economy and platform economy to drive overall consumption.

Tmall's data show that Shanghai brand mercury home textile sells for 16 minutes, the turnover is over the whole day last year; the old flagship store of Shanghai old brand gold Tmall is only selling for 1 hours, the turnover grew by 4000% over the same period; Adidas's official flagship store opened for 5 minutes, and the turnover exceeded the sum of May 5th and 6.

On the other hand, a lot of data is also very impressive. Up to now, the platform has accumulated the sales volume of entities under the Shanghai line, and the total sales volume of Shanghai brand online is over 3 billion 200 million yuan. In addition, the 30 45% off cars on many platforms were sold out in half an hour, including 5 Cadillac, 5 Volkswagen and 20 Volkswagen Avenue.

"We expect to directly consume more than 5 billion yuan under the line, and drive the sales volume of Shanghai consumer goods network more than 5 billion yuan." Wang Jian, a senior vice president, said before the twenty-first Century economic report.

Online and offline linkage

It is worth noting that, as a local e-commerce platform, spelling for the first time participated in the online and offline linkage. From May 1st to May 5th, shopping vouchers for offline shopping centres were distributed daily.

After receiving many coupons, consumers will exchange them to the designated counters at the shopping mall and then to the counter at the mall. Lots of shopping coupons cover Shanghai's core business circle such as the first eight hundred companion, the first department store business center, the Bailian central shopping plaza, as well as the super channel of Shanghai Century Lianhua and Shanghai Hualian Supermarket.

The consumption enthusiasm of offline scenes is gradually recovering. 55 during the shopping festival, Alibaba's word of mouth was hungry, box, Taobao live, Tmall supermarket and other sectors were involved, and reached cooperation with thousands of enterprises in Shanghai. During this period, hungry app traffic in Shanghai increased by 51 times. The fresh platform is also involved. The data of Ding Dong buying vegetables show that during May 1st to May 4th, the sales subsidy amount of the platform has exceeded 20 million, and the consumption is over 120 million. At present, the daily turnover in Shanghai is more than 30 million, which is nearly 40% higher than usual.

The new economy is fully involved in offline consumption. On the famous landmark East Nanjing Road Commercial Pedestrian Street in Shanghai, Himalaya has set up a Nanjing Pavilion and a flash shop, and has carried out many activities such as open classes, business interaction and so on. Nanjing Road Pedestrian Street is known as "China's first commercial street", where many famous international brands and time-honored brands are gathered. In 2019, the number of tourists exceeded 200 million.

Zhou Lan, deputy director of the Shanghai Municipal Commerce Commission, said that the test of the project is a meaningful integration and innovation. It is also a deep interaction between online consumption and real business, and will become a typical sample of the integration and development of Shanghai business and tourism. "Emerging consumption not only stimulates the consumption demand of the stock, but also creates and leads the new and potential consumption demand."

It is foreseeable that in the future business format, the new economy will be more innovative. Vice president of Himalaya Tu Tu also believes that through the combination of voice and culture, we can explore more new formats and new modes, and create more attractive new scenes and channels for consumption.