During the Spring Festival, the municipal government will make every effort to carry out the “100 year shopping basket, promote the consumption potential of enterprises” during the Spring Festival, and actively carry out the “100 year shopping basket” activities of the municipal government, Fully meet the festival consumption needs of citizens.
I. bright spots in the consumer market
During the Spring Festival holiday, according to the overall activity arrangement of “Qingdao shopping” in 2022, the Municipal Bureau of Commerce organized key commercial enterprises such as Hisense Plaza, Liqun group, likeli and Vientiane city to create a strong festival atmosphere through preferential activities such as annual allowance payment, full reduction of single consumption and rush purchase of electronic consumption vouchers, in conjunction with online platforms such as UnionPay and meituan. Monitoring shows that during the Spring Festival, the city’s top 10 key business monitoring enterprises (groups) achieved sales of 756 million yuan, a year-on-year increase of 11%.
(I) the promotion of supermarkets is rich and colorful. All major supermarkets in the city have launched Spring Festival themed promotional activities, with sufficient quantity and high quality of various commodities to meet the different consumption needs of citizens. Among them, all supermarkets of Liqun group do not close during the Spring Festival. Liqun Jinding square carried out the activity of “annual taste Jinding · folk custom Exhibition”, displaying sugar paintings, dough figurines, folk cloth art, folk toys and other traditional folk arts of our city; Organize and carry out the activity of “Celebrating the new year and wearing new clothes”, and organize major brands to carry out discount promotion for clothes, accessories and other spring festival hot commodities, with a minimum discount of 3.5%. In addition, Liqun group has also strengthened online marketing, and Liqun online merchants have carried out a 5-fold activity, so that consumers can visit shopping malls at home without leaving home. The sales of clothing and children’s toys were booming, with a year-on-year increase of 70% and 44.5% respectively.
Jiashike carries out consumption promotion activities through various forms such as wangka delivery and happy China year, and creates a strong festival atmosphere by spending a variety of preferential activities such as gift shopping cards, free manual DIY, collection printing and prize cashing, so as to attract customers to the store for consumption. The cumulative passenger flow during the Spring Festival holiday exceeded 60000.
Vientiane city takes the new year ceremony as the main body to carry out consumer promotion activities, mainly including large vouchers, cash back of catering consumption, points exchange for shopping cards and other activities, so as to create a hot consumption scene of the Spring Festival in the island city. During the Spring Festival holiday, the average daily turnover and passenger flow to the store increased by more than 30% year-on-year.
Qingte Wanda Plaza held a “family reunion in the year of the tide”, which began to warm up before the new year and lasted until the fifth day of the first month. “Folk market makes Spring Festival”, “lion dancing and green picking to welcome the new year” and “the fifth day of the first month to welcome the God of wealth to welcome the new year”. The camp atmosphere, celebrate the new year and gather popularity. On the eve of the Spring Festival, the sales volume increased by 47% year-on-year to February 2024.
(II) new retail innovation. Various new retail formats launched by major businesses, such as various new year goods fairs, community fairs, street car culture festivals, are emerging one after another. Among them, HEMA fresh, as a new retail representative enterprise, launched consumer promotion activities with different themes, such as new year’s dishes collection, good things collection, gift box collection, flowers collection, family banquet collection, etc. It mainly promoted customized products of HEMA, special products of the year of the tiger, time-honored special products and online red products to meet the needs of citizens for the new year, including HEMA prefabricated dishes and new year’s dishes series Local characteristic gift boxes and flowers have become popular among citizens. During the Spring Festival holiday, the sales of boxed horse new year vegetables, wine and baking increased by 50-100% compared with the usual.
Tiktok Plaza, CBD, held the Spring Festival market in Qingdao. It promoted publicity through the official account, the micro-blog, the community, and invited the surrounding communities to attract a large number of family oriented visitors to visit and shop. Set up a spring festival Meichen punch in point at the main entrance and the atrium on the first floor, take photos, punch in and send out a circle of friends to get a spring festival blessing package, which includes catering coupons, movie viewing coupons and experience play coupons, which has successfully driven the passenger flow and sales of experience business to increase by more than 100% year-on-year.
Youke chain convenience adheres to 24-hour service during the Spring Festival, and has prepared more than 100 gift boxes for consumers, such as dairy products, eggs, peanut oil, toys, Tsingtao Brewery Company Limited(600600) , Lantern Festival and so on, for citizens to visit relatives and friends. During the Spring Festival, it receives 200000 consumers every day on average, and the sales during the Spring Festival increased by 20% year-on-year.
Wanda new energy automobile block will strengthen the promotion, and all customers can register Wanda members to extract the use right of Xiaopeng automobile in the wanfanhui member applet; Together with Xiaopeng automobile, Volkswagen, Nezha automobile and zero running automobile, the new energy vehicle theme block brands held the tide year automobile culture festival and the new year automobile friends’ meeting. The sales of new energy vehicles increased by more than 100% year-on-year.
(III) online retail is full of vitality. During the Spring Festival, major supermarkets attach great importance to digital empowerment and promote the overall sales growth by holding various online activities. Among them, Gome launched the activity of “sending Li to Gome for free to win the red envelope in the year of the tiger” during the Spring Festival Promotion from February 1 to February 15. Gome launched the “Gome new year goods Festival” heavily. During the Spring Festival, Gmv Wuxi Online Offline Communication Information Technology Co.Ltd(300959) sales increased by 50% and MUV online sales increased by 30%.
During the Spring Festival, three shopping malls in Jiaozhou Baolong RT mart, Liqun shopping plaza and Xiangyang market set up shared live broadcasting venues for the new year’s goods Festival respectively. The transparent live broadcasting room has attracted many on-site customers to stop and take photos, which has become a new online card punching place in the mall. Through online live broadcasting, shopping malls promote their own promotional activities during the Spring Festival, realize online drainage, and attract more consumers to rush to shopping malls to buy high-quality and low-cost new year goods. According to statistics, as of the fifth day of the first month, the large supermarkets in Jiaozhou had achieved a total passenger flow of about 160000 person times and sales of more than 40 million yuan.
Suning.Com Co.Ltd(002024) for the Spring Festival, the annual goods festival was held, and the promotion continued until the Lantern Festival on the 15th day of the first month. When the single product is over 1000, it will return 100, the purchase will drop, the old will be exchanged for the new, the bank will be reduced, and the service will not be closed. Overall sales growth. Among them, large capacity refrigerators, large screen color televisions, mobile phones and smart wearable devices increased significantly, with a year-on-year increase of 30%, 25%, 108% and 48% respectively.
(4) the supply and marketing of the annual goods market are booming. On the whole, according to the monitoring, a variety of festival hot commodities are popular due to the comprehensive influence of factors such as the increase of festival demand and promotion. Among them, the sales of cultural goods, tobacco and alcohol increased significantly, with sales increasing by 42.4% and 18.6% respectively year-on-year; The sales of food and children’s toys increased steadily, with a year-on-year increase of 14.7% and 12.1% respectively.
The major supermarkets have a wide variety of annual goods and sufficient supply. Among them, shengkelong promoted many gifts, such as vegetable gift in shengkelong base, meat gift in Navy kitchen, meat gift in Gansu yak, annual pastry gift and wine, and carried out a variety of promotional activities, such as annual goods collection, holiday shopping and winning red envelopes. During the festival, 75 tons of vegetables are sold in the base, 15000 boxes of meat and pastry are sold every year, and 5000 meat gift boxes are sold. During the whole Spring Festival holiday, the passenger flow increased by 10% and the sales increased by 13%.
Key shopping malls in Jiaozhou City have opened a special area for Shanghai Cooperation characteristic commodities. The commodities on display cover more than 100 kinds of commodities in 13 countries, including biscuits and drinks from Russia, honey from Kyrgyzstan, sunflower seed oil and crafts from Turkey, pomegranate juice from Azerbaijan, saffron from Iran, etc., so that the general public and consumers can not experience Shanghai Cooperation characteristic commodities abroad.
II. The catering market is booming
During the Spring Festival, various catering enterprises in the island city have wonderful food activities, and the catering market is full of flavor and popularity. Monitoring shows that 20 key catering enterprises in the city achieved a turnover of 110 million yuan, a year-on-year increase of 7%.
(I) new year’s Eve dinner reservations are popular. The new year’s Eve dinner market in our city is very popular this year. New year’s Eve meals in major hotels are basically fully booked before the 23rd day of the twelfth lunar month (Lunar New Year). Yiqinghui, langang, XinFuSheng, Liangyou, Haitian, Seaview and Shangri La all launch different forms of new year’s Eve meals and New Year gift boxes to meet the supply of new year’s Eve meals in the Spring Festival market and catering consumption during the Spring Festival. Some catering businesses also provide new year’s Eve meal takeout and self delivery services to make the new year more delicious.
(II) local specialty catering is popular. During the Spring Festival, the passenger flow of local catering brands such as Mingjia dim sum, Seaview Garden and Chuange increased sharply. Among them, Mingjia dim sum Vientiane City store is full during the Spring Festival, and the turnover rate exceeds 200% in some periods. Signature meals such as black truffle goose liver bun, black gold quicksand bun and angel goldfish dumpling have almost become a must. In the first five days of the Spring Festival holiday, the turnover exceeded 700000, and the passenger flow exceeded 700 in a single day.
The traditional Chinese time-honored famous restaurant chunlouhe, with its popular national fashion style in recent years, has attracted the majority of food lovers to gather in the store and taste the flavor of time-honored brands during the Spring Festival. Famous dishes such as crispy chicken and lotus crispy are selling well. In the five days before the Spring Festival holiday, the turnover increased by 60% year-on-year, and the passenger flow in a single day exceeded 1000, with a year-on-year increase of 80%.
Tsingtao1903 Qingdao flagship store skillfully integrates bars, restaurants and social spaces. It not only has a wide range of wine products such as pure raw, Pearson, white beer, puree, IPA and black beer, but also various creative dishes represented by “Ginger fried crab”. It integrates beer elements and innovative cooking techniques to make diners linger. According to statistics, during the Spring Festival, the turnover increased by 21% year-on-year, and the passenger flow increased by 20% compared with that before the festival.
(III) the Winter Olympics element has become the “new favorite” of the Spring Festival. Yum, meituan, byte beat, etc. launched catering activities with Winter Olympic elements. Among them, Qingdao KFC launched “Tiger Born golden bucket” and classic national man figures such as Qi Tian Da Sheng and snow child, which are linked with the heat of the Winter Olympic Games in the ice and snow. At the same time, the colorful “KFC satisfaction package” and “while hot” are online to warm your new year with rich food. During the Spring Festival holiday, Qingdao KFC achieved a turnover of more than 60 million yuan.
III. during the Spring Festival, the market volume of “vegetable basket” in our city is sufficient and the price is stable
During the Spring Festival, the Municipal Bureau of Commerce made arrangements in advance to fully ensure the supply of “vegetable basket” market in our city. From January 31 (New Year’s Eve) to February 6 (the sixth day of the first month), the “vegetable basket” market in our city operated smoothly.
(I) strengthen the connection between production and marketing. Guide Liqun, likeli, Vicker, Lida, RT mart and Jiajiayue Group Co.Ltd(603708) and other guarantee supply enterprises to strengthen the connection between production and marketing, broaden supply channels, strengthen the allocation and transportation of daily necessities, increase the turnover according to the market demand of 3-5 days, and replenish goods in time to ensure that the market supply is not out of stock and in constant gear during the Spring Festival; Supervise Fushun Road, central China, Chengyang, Huanghe Road and dashaotou vegetable wholesale markets, strengthen the “internal increase and external transfer”, encourage large wholesale households to stay in Qingdao for the new year, organize the supply of goods in advance, strengthen vegetable procurement, increase the number of commercial inventories, and assume the important task of supplying “vegetable basket” commodities; Wanfu, Longda, Jinluo and other pig slaughtering enterprises should further implement the source of pigs, increase supply channels, effectively ensure the market supply of “vegetable basket” and stabilize prices.
(II) implement the release of reserves. From January 24 to March 10, the Municipal Bureau of Commerce organized a balanced release of 17000 tons of “vegetable basket” government reserved commodities at 112 wholesale and retail delivery points in seven districts, including Shinan, Shibei, Licang, Laoshan, west coast, Chengyang and Jimo. This reserve launch is the first time to open an online sales window for the government’s “vegetable basket” commodity reserve launch on large supermarket online sales platforms such as “Liqun online mall” and “like comes home”, so that citizens can buy fresh reserve meat and vegetables without leaving home. As of February 6, 6186 tons have been put into the “vegetable basket” commodity reserve in our city, including 4824 tons of vegetables and 1362 tons of frozen pork, which effectively ensures the market supply.
(III) vegetable market. Since February 4 (the fourth day of the Lunar New Year), the five vegetable wholesale markets of Fushun Road, central China, Chengyang, Huanghe Road and dashaotou have resumed trading one after another. Since the retail enterprises prepared more than 5 days of reserves in advance before the festival, the trading volume is small, and the varieties are mainly real estate greenhouse vegetables and pre Festival inventory. From February 3 to 6, the total listing volume of the five vegetable wholesale markets was 1970 tons; All shopping malls and supermarkets were open normally and the market supply was sufficient. The average retail price of vegetables was 10.46 yuan / kg, down 8.3% compared with the same period last year.
(IV) pork market. Since January 31 (New Year’s Eve), enterprises selling pig products on the market have stopped production and had a holiday. During the festival, the supply of pig products in supermarkets and shopping malls in the urban area was sufficient and the price was stable. The average retail price of pork was 34.42 yuan / kg, a decrease of 48.5% compared with the same period last year.
