Shanghai’s ＂May 5th Shopping Festival＂ set off a new economy. – 夜上海论坛|爱上海419论坛|上海后花园论坛|上海龙凤网论坛

　　The "May 5 th Shopping Festival" brings popularity to various business districts in Shanghai. Our reporter Ren Peng photo

　　During the May Day holiday, Ms. Zhang, who lives in Shanghai, chose the latter between "outing" and "shopping". A week ago, she received a lot of discount coupons on her mobile phone. On May 1, Ms. Zhang went straight to an international brand flagship store in Huaihai Middle Road and bought clothes for her family with a total price of 3,000 yuan. Through the full discount coupons in the mall, she only had to pay 2,500 yuan. Ms. Zhang was very satisfied with the pleasure of eating and getting benefits. Her husband who accompanied her shopping used his spare time to order two sets of long-awaited excellent courses of Chinese medicine and Chinese studies on the mobile phone "Himalayan" App, all of which were 55% off.

　　Two seemingly completely different fields of shopping actually belong to the same activity — — "may 5 th shopping festival" On the eve of May 1 this year, Shanghai creatively launched this brand-new large-scale consumption festival, from rice, oil and salt to new cars, from food and beverage to spiritual food, with the extensive participation of major e-commerce platforms, physical business circles, brand enterprises and terminal products, spanning the whole second quarter.

　　On the evening of May 4th, just four minutes after the official launch of the "May 5th Shopping Festival" at the Shanghai International Conference Center on the Huangpu River, the real-time amount of consumption payment in Shanghai has exceeded 100 million yuan, which attracted cheers from the followers in front of the screen. In less than a day, at 14 o’clock on the 5 th, the consumption amount exceeded 10 billion yuan.

　　1. Take advantage of the trend to help the online new economy

　　Li Qiang, secretary of the Shanghai Municipal Party Committee, made a suggestion when he visited the consumer Internet enterprises in Shanghai during the epidemic. Take advantage of the advantages of online economy, home-to-home economy and non-contact economy to "maintain the new online consumption enthusiasm and maximize the recovery and release of pent-up consumer demand" when offline consumption is temporarily weak.

　　In the first quarter of this year, Shanghai’s online shopping transaction volume of commodities increased by 19.1% against the trend, and the transaction volume reached 134.3 billion yuan, which contributed to the new online economy.

　　Not long ago, the "Shanghai Action Plan for Promoting the Development of Online New Economy (2020-2022)" proposed that by the end of 2022, Shanghai should be built into a highland with international influence and leading online new economy development in China. Among them, fresh e-commerce retail, "contactless" distribution and online entertainment are listed as key development areas.

　　Shanghai enterprises in these fields have made eye-catching performances in this "Five-Year Shopping Festival". During the shopping festival, the online discount for Ding Dong’s shopping exceeded 200 million yuan, and the sales in the first four days alone exceeded 120 million yuan. "During the epidemic period, the number of effective users of Ding-Dong buying vegetables increased sharply from more than 3 million to more than 6 million, ‘ May 5th Shopping Festival ’ Bring opportunities to enterprises again. " Liang Changlin, founder and CEO of Ding Dong Shopping, said.

　　JD.COM Home, a subsidiary of Dada Group, is one of the largest local real-time retail platforms in China. Relying on Dada Express Delivery and retail partners, it provides consumers with supermarket convenience, one-hour delivery of fresh fruits and vegetables, medicine and health products. During this shopping festival, Dada innovated and upgraded its service model, combining "one-hour home delivery" with the hottest "live e-commerce" at present, and realized a complete instant shopping experience of online viewing, online ordering and one-hour receipt.

　　2. Online and offline promote new shopping formats

　　The deep integration of online and offline, the new things in the "May 5 th Shopping Festival" make the shopping experience of Shanghai people different.

　　In the early morning of May 1st, there was a long queue at every entrance of New World City in the core business district of Nanjing Road, which added a "hot" popularity to the pedestrian street recently. On this day, 10,000 "300-400 Cash Deduction" coupons issued by Pinduoduo for the first time were snapped up within 30 minutes. Driven by the "55% discount" superimposed coupons, as of 3 pm that day, the sales of New World City increased by more than 500% compared with the previous day. As the largest Internet enterprise in Shanghai, Pinduoduo has put forward the goal of "two 5 billion", that is, directly driving offline consumption to exceed 5 billion yuan, and driving online sales of consumer goods in Shanghai to exceed 5 billion yuan.

　　At the same time, Shanghai Bailian Group issued 1.2 billion yuan of "Bailian coupons" through Alipay, which can be superimposed with discount coupons in shopping malls. Users can receive this targeted discount on Alipay by visiting the shopping center around Bailian for 3 to 5 kilometers. As of May 3, Bailian Group achieved a global turnover of 1.92 billion yuan, including online I Bailian turnover of 290 million yuan, offline supermarket turnover of 610 million yuan and department store entity turnover of 920 million yuan.

　　There are more people shopping in the mall, the wallets of merchants are thicker, and the fireworks of restaurants in the business district are back.

　　"Online accurate coupon issuance+offline consumption" has transformed and upgraded digital business districts, commercial streets and shopping malls, marking the birth of a new digital shopping model. "This time ‘ May 5th Shopping Festival ’ Online traffic feeds back the real economy and drives consumers to spend offline, which is an important way to play. " Huayuan, director of the Shanghai Municipal Commission of Commerce, introduced.

　　3. Take the lead in warming up to create a source of consumption

　　On the evening of May 4th, the "May 5th Shopping Festival" was held at the same time, and there was a global promotion conference of Shanghai as an international consumer city. The main leaders of Shanghai watched the promotion film "Love Shanghai and Love Shopping" with representatives from L ‘Oreal, Tesla, Pinduoduo, Tencent, JD.COM and many other enterprises to experience the vitality and charm of Shanghai as an international consumer city.

　　In April, the first Tesla center in Shanghai, which integrates sales and after-sales, opened in Wujiaochang business district. During the trial operation, the sales volume has been among the best in Tesla sales points in the city. In recent years, various concept stores, flagship stores and fusion stores have concentrated on "outbreak" in Shanghai. Taking the "first store" economy as an example, in 2019, more than 1,000 brand first stores landed in Shanghai. Liu Gongrun, a researcher at China Europe International Business School, believes that Shanghai is a global market with Shanghai-style genes, and the Shanghai business circle is also a gathering place for international brands. The level of international shopping directly affects the prosperity index of Shanghai’s consumer economy. A large number of first stores have effectively promoted comprehensive innovations in consumer formats, modes and technologies, which will help Shanghai’s businesses to run from side to side.

　　An Gong, Chairman and CEO of L ‘Oré al Group, bluntly said that consumption in Shanghai and China is rebounding, and the "May 5th Shopping Festival" is a strategic innovation to promote economic recovery. It is understood that during the shopping festival, L ‘Oré al will create a "new season" in China. In addition to releasing more than 100 new products, its first trendy concept store in maybelline new york and its first perfume theme flagship store in YSL Saint Laurent Beauty China will all open in Shanghai in the near future.

　　In order to contribute to the recovery of the real economy, Fengxian District launched the cross-border purchase activity of "Meigu Meibu", giving full play to the industrial advantages of Oriental Meigu, gathering global cosmetics, food and health products and brands, and inviting the top ten new products to launch in the world. It is estimated that during the "May 5 th Shopping Festival", it will create tens of millions of traffic effects and hundreds of millions of sales results.

　　At the moment when the COVID-19 epidemic is raging around the world, it is particularly valuable for China and even the global economy to effectively stimulate consumption and boost confidence. Zhang Yong, a researcher at the Shanghai Free Trade Zone Research Institute of Fudan University, believes that Shanghai itself has a very strong consumer potential, and they are also international-oriented. This time, the "Fifth Five-Year Shopping Festival" is actually a "confidence festival". It is very smart for Shanghai to take shopping as a node to start the economy. It can drive the overall situation and restore people’s confidence in the overall economy.

　　District Chief Live Broadcasting with Goods, Satellite TV Global Live Broadcasting, Time-honored National Fashion Design, "Ear" Economy, the First Nightlife Festival … … Around the "May 5th Shopping Festival", new phenomena and new things emerge one after another. From the government, businessmen to citizens, they are exerting their wisdom and creating a better future for this city and country with hard-working hands and innovative courage.

　　 (Reporter Ren Peng, Cao Jijun, Yan Weiqi)