Conditions for tapping market potential

Conditions for tapping market potential

Conditions for tapping market potential. Market potential refers to the calculation that under the market environment, the market demand can reach a certain value, fully tap the domestic market potential, expand product sales and improve enterprise efficiency. Then let's look at the conditions for tapping the market potential.

Conditions for tapping market potential 1 First, improve supply quality and increase effective supply. With the development of economy and society and the improvement of per capita income, consumer demand has become more and more personalized and diversified. The consumption structure of residents has gradually changed from subsistence consumption to development consumption and enjoyment consumption, and the overall consumption upgrading trend is obvious.

To release the domestic demand market potential generated by consumption upgrading, we need to continue to deepen the structural reform of the supply side, persist in taking reform and innovation as the driving force, improve the adaptability of the supply system to domestic demand, and promote consumption upgrading and expansion.

In the field of commodity consumption, encourage and support enterprises to intensify technological innovation, enhance the resilience of industrial chain supply chain, promote the transformation and upgrading of industrial structure, increase the supply of high-quality products, reduce low-end ineffective supply, and promote the optimization and upgrading of stock supply.

In the field of service consumption, the consumer demand for education, culture, tourism, old-age care, sports, etc. has increased substantially, especially the development of new formats and models such as live broadcast and telemedicine has been accelerated. Efforts should be made to improve the supply level of medium and high-end service consumption and promote the innovative development of incremental supply.

In areas closely related to people's livelihood and well-being, such as education, medical care, and old-age care, it is necessary to reasonably increase public consumption, further reduce the uncertainty of household expenditure, and let people consume, dare to consume, and are willing to consume.

Second, expand rural consumption and stimulate the vitality of rural markets. According to the data of the National Bureau of Statistics, in the first half of 20021,after deducting the price factor, the actual growth rate of per capita disposable income of urban residents and rural residents was 10.7% and 14. 1% respectively, and the income growth rate of rural residents continued to be higher than that of urban residents.

The per capita consumption expenditure of urban residents and rural residents is 14566 yuan and 7464 yuan respectively, and the actual growth rate is 16.0% and 19.7% respectively. The consumption growth rate of rural residents is 3.7 percentage points higher than that of urban residents, which shows the strong development potential of rural consumption market.

The trend of rural consumption upgrading is obvious, not only in the increase of total consumption, but also in the pursuit of consumption quality. In recent years, with the promotion of home appliances to the countryside and the release of policy dividends, farmers' demand for green, intelligent, environmentally friendly and healthy consumer goods is increasing, and the demand for purchasing and updating durable consumer goods such as automobiles, high-quality home appliances and health products will become a new growth point of rural consumption.

To expand and cultivate rural consumption, the key point is to speed up the penetration of county rural e-commerce system and express logistics distribution system, open up the blocking point of circulation of factors, goods and services between urban and rural areas, strengthen the construction of rural circulation infrastructure, build a rural three-level modern commercial circulation system combining county (district) level logistics distribution center, township e-commerce logistics service station and village-level e-commerce logistics service network, build a two-way channel for rural agricultural products to enter the city and urban industrial products to go to the countryside, and promote the formation of mutual promotion between workers and peasants.

Third, advocate a healthy consumption concept and form a good consumption atmosphere. With the development of economy and society and the change of consumption concept, more and more people are in debt and spending in advance. According to the Leverage Ratio Report of China in 2020, the leverage ratio of the residential sector was 62.2% in 2020, up 6. 1 percentage point over the previous year, and kept rising 12 years.

In addition, some unhealthy and unreasonable consumer demand is not conducive to the stable development of the economy and society. The "sky-high bride price" and various human banquets in some rural areas have added a heavy economic burden to farmers. Therefore, it is necessary to carry out publicity and education on the correct consumption concept for different groups and promote the whole society to form a good atmosphere of scientific and rational consumption.

Fourth, optimize the consumption environment and improve the regulatory incentive mechanism. To tap the potential of the domestic market and increase effective supply, we should strive to create a safe and secure consumption environment and improve the supervision and incentive mechanism from production to consumption.

From the production point of view, only by strengthening the quality supervision of products and services and resolutely cracking down on acts that violate the market order, such as making and selling fake goods, shoddy goods and shoddy goods, can we gradually shape the new image of high-end and high-quality domestic brands and attract the purchasing power lost overseas to accelerate the return to China.

As far as consumers are concerned, establishing and perfecting the mechanism of * * * sharing consumer information can reduce the degree of information asymmetry between the two parties to the transaction. In addition, improving the laws and regulations related to the protection of consumers' rights and interests and improving the efficiency of handling consumer complaints and disputes will help improve consumer satisfaction.

The conditions for tapping the market potential are improving quarter by quarter, and consumption growth is difficult.

On an ordinary weekend, as soon as a shopping mall in Beijing opened its doors, customers lined up in front of the checkout counter of the gold store. "Ancient gold and cultural gold are affordable and fashionable." Consumers are enthusiastic. In the first half of the year, the sales of gold jewelry increased by over 60% year-on-year.

Just arrived at the meal, the customers in front of several stores on the dining floor of the mall received equal number plates. "Epidemic prevention is in place, enjoy food and feel comfortable." Confidence returned and the catering industry gradually recovered. In the first half of the year, catering revenue increased by 48.6% year-on-year, and the scale of catering consumption basically recovered to the level of 2065438+the same period in 2009.

From daily necessities such as food, clothing, housing and transportation to durable goods such as furniture, communication equipment and automobiles; From cultural office, cosmetics, gold and silver jewelry and other retail commodities to catering, tourism, transportation and other service consumption; From convenience stores, supermarkets and other physical stores to online sales, one item of data keeps rising, and the consumer market shows a steady recovery momentum.

Statistics from the National Bureau of Statistics show that the total retail sales of consumer goods in the first half of the year increased by 23% year-on-year, 9% compared with the same period of 20 19, with an average growth of 4.4% in two years, and the market sales improved quarter by quarter. "In the first half of the year, the national economy showed a steady and positive development trend, and the recovery momentum of the consumer market continued to increase." Dong Lihua, director of the Trade and Economic Department of the National Bureau of Statistics, said.

The big guy's "buy buy Buy" not only boosted consumption, but also created sufficient kinetic energy for economic growth. The data shows that in the first half of the year, the contribution rate of final consumption expenditure to economic growth reached 6 1.7%, and the contribution rate of domestic demand to economic growth reached 80.9%. The huge market with a population of 654.38+0.4 billion and the strong purchasing power of more than 400 million middle-income groups continue to be a reliable guarantee and a powerful engine for China's economic development.

Industrial upgrading, benign interaction between supply and demand

Walking around the online and offline, many consumers found that this year's home appliances are "updated quickly, with high quality, and of course the average price has also increased".

However, more people are willing to pay for high-quality and high-priced goods, and the sales of high-end home appliances are still hot. According to the report of China Electronic Information Industry Development Research Institute, in the first half of the year, the household appliance market in China recovered quickly, basically returning to the same level of 20 19. "China has a vast territory, huge market, rich consumption level and strong purchasing power, which provides soil for the sustainable development of the home appliance market." Report analysis.

Demand pulls supply, and supply creates demand. The advantage of China market lies not only in its large scale, but also in its diversified demand, huge capacity and rich levels, which brings unprecedented opportunities for industrial development.

Quality consumption leads industrial upgrading. "5G mobile phones are very popular. The first thing consumers ask is 5G models. " A salesperson at a mobile phone store in Chaoyang, Beijing said. Smarter, healthier and greener, all kinds of quality and personalized demand constantly incite supply and promote the industry to seize opportunities. From June to June this year, domestic shipments of 5G mobile phones were10.28 billion units, up by 100.9% year-on-year, accounting for 73.4% of mobile phone shipments in the same period.

Broaden the market and expand emerging formats. As of the beginning of July this year, China's express delivery business has exceeded 50 billion pieces, which is close to the annual business volume of 20 18. Ian Yang, global vice president of Intel Corporation and president of China, said that China has a huge market and consumers have the highest tolerance for innovative products.

At the same time, more brands are sinking into the blue ocean, and more industries are investing in the future. The total number of Yum! The number of stores in China exceeds 1. 1 10,000; The number of Starbucks stores in China has exceeded 5,000 ... In third-and fourth-tier cities, counties, towns and rural markets, many local enterprises and multinational companies have opened to the "lower level" to tap the deep potential of the China market.

Tap the potential, and the endogenous motivation is stronger.

What does the recovery of consumption depend on? There is also a set of data that can not be ignored: in the first half of the year, the per capita disposable income of the national residents was 17642 yuan, a real increase of 12% year-on-year, and an average increase of 5.2% in two years, which was basically in sync with economic growth. At present, China's per capita national income exceeds US$ 65,438+US$ 0,000, making it more affluent in an all-round way.

With the increase of income, the level of people's livelihood security has been continuously improved: in the first half of the year, the national pension level has been raised again, the minimum wage has been raised in many places, and the basic living security for vulnerable groups has been further strengthened ... All kinds of benefits have increased consumer confidence and market vitality.

How to continue to exert strength in the second half of the year?

Not long ago, the meeting of the Political Bureau of the Communist Party of China (CPC) once again emphasized "doing a good job in ensuring people's livelihood". At the same time, the meeting called for tapping the potential of the domestic market, supporting the accelerated development of new energy vehicles, accelerating the integration of county and township e-commerce systems and express logistics distribution systems, accelerating the construction of major projects in the Tenth Five-Year Plan, and guiding enterprises to increase investment in technological transformation.

This policy is encouraging. As a pillar industry of the national economy, the automobile industry is the "big head" to expand domestic demand and stimulate consumption. Since the beginning of this year, the registration of inter-provincial used car transactions has been promoted, and a new round of new energy vehicles has been launched in the countryside. In the first half of the year, all the main indicators of the automobile market exceeded the pre-epidemic level. The sales volume of new energy vehicles has increased substantially, with sales of 6.5438+0.2 million vehicles in half a year, which is close to the annual achievement of 2065.438+0.9.

"The next development direction is very clear: support the innovative development of new energy vehicles and enhance the driving role of green bulk consumption; Give full play to the advantages of gradient growth of China's consumer market and accelerate the release of rural consumption potential; Expand the scale of investment, promote the supply side to speed up the short board, better match supply and demand, and make the national economic cycle smoother. " Zhao Ping, vice president of the Research Institute of China Council for the Promotion of International Trade, said that there is still a lot of potential in the domestic market in the future. If we actively explore and stimulate vitality, the endogenous power of China's economic development will be stronger.

Conditions for tapping market potential. Balance consumption and investment and plan short-term growth and long-term development.

"Because the economic situation in the first half of this year is generally stable, but consumption is weak and the external environment is uncertain, accelerating the expansion of domestic demand and tapping the potential of the domestic market are important measures to further stabilize the domestic economic operation, smooth domestic circulation and stabilize economic growth."

Wang Wei, director of the Market Economy Research Institute of the State Council Development Research Center, said in an interview with the China Economic Times reporter that the the Political Bureau of the Communist Party of China (CPC) Central Committee meeting on July 30 proposed to support the accelerated development of new energy vehicles, accelerate the integration of county and township e-commerce systems and express logistics distribution systems, and accelerate the construction of the Tenth Five-Year Plan major projects, which is an important aspect of expanding domestic demand and tapping the potential of the domestic market.

Why do you choose these three aspects as the focus of tapping the potential of the domestic market? Wang Yun, a researcher at China Macroeconomic Research Institute, said in an interview with China Economic Times that these three focal points take into account consumption and investment, coordinate short-term growth and long-term development, and are directly related to the implementation of the 14th Five-Year Plan.

Among them, new energy vehicles have grown rapidly in the past two years, which is an important force to stimulate automobile consumption. Encouraging the consumption and production of new energy vehicles is also conducive to achieving the goal of "double carbon".

Smooth domestic circulation is an important link to release the potential of the domestic market. At present, there are still some problems in logistics distribution in rural areas, such as imperfect network, imperfect terminal layout, high logistics distribution cost and low efficiency. The meeting emphasized that connecting the county rural e-commerce system with the express logistics distribution system has distinct problem orientation and goal orientation, which is helpful to stimulate the rural market potential by opening up logistics and smoothing supply and demand.

In addition, this year is the first year of the 14 th Five-Year Plan, and 102 major projects have been planned. These projects are all needed by the country and expected by the people, and they are also a strong support for the implementation of the planning objectives and tasks. Major engineering projects have large investment scale, long related industrial chain and strong driving effect. Starting construction as soon as possible and forming a workload as soon as possible are not only conducive to short-term stable growth, but also conducive to long-term development.

Accelerate technology research and development to fill the shortcomings of people's livelihood.

Wang Wei said that there are still many problems in the development of new energy vehicles in China, such as chip shortage, insufficient battery stability and endurance, and uneven distribution of charging piles. To speed up the development of new energy vehicles, on the one hand, we should further improve the technology and quality of new energy vehicles and speed up technology research and development, including batteries and chips. At the same time, it is also necessary to speed up the improvement of the use environment of new energy vehicles, especially the construction of infrastructure related to new energy vehicles, including charging piles, and further create a good environment for the development of new energy vehicles.

Wang Yun also believes that from the supply side, it is necessary to increase support for the research and development, upgrading and transformation of batteries and motors, and continuously improve the comprehensive performance and cost performance of new energy vehicles; From the demand side, the key point is to create convenient conditions for use, including continuing to promote the popularization of charging piles, charging stations and other facilities, and implementing policies such as unlimited trips for new energy vehicles.

In addition, we should consider supporting the establishment of a sustainable trading market for new energy vehicles, and promote the second-hand car trading of new energy vehicles by guiding the establishment of standards, improving battery recycling and upgrading, and continuously expanding the market scale. In the development of new energy vehicles, we should pay attention to prevent "rushing headlong into the herd", especially the risk problems caused by low-level redundant construction.

In terms of connecting rural e-commerce and express logistics distribution system within the county, Wang Yun said that attention should be paid to the division of labor between the government and the market, and government investment, government subsidies or incentives can be adopted to mobilize all forces to speed up infrastructure construction.

In the construction of facilities, it is necessary to avoid the waste of fragmented facilities, give play to the decisive role of the market mechanism, and encourage cross-regional (county and village) overall construction and comprehensive utilization. Promote "express delivery into the village" in different regions, such as giving full play to the market role of the eastern and central regions, improving the level of express delivery into the village, giving full play to the advantages of the postal network in the western region, and expanding the coverage of express delivery into the village. Accelerate the construction of a demonstration zone for the coordinated development of rural e-commerce express delivery.

"It is also very important to speed up the training of rural e-commerce talents and promote the construction of processing, distribution and warehousing systems, especially the construction of cold chain systems." Wang Wei said that the construction of rural express logistics distribution system should not spread pepper, but should take the county or central town as the core, speed up the construction of rural logistics distribution outlets and the allocation of distribution personnel, and form an express logistics distribution system that meets the needs of urban and rural development.

In this process, it is not only the government's support in investment, land use, electricity consumption and energy consumption. It also needs the active participation of the majority of market players to fill the shortcomings of rural e-commerce and logistics distribution system, thus driving the development of rural markets.