China's economy will usher in a comprehensive recovery in 2021, in which the consumer goods market has generally returned to the pre epidemic level. According to the report on China's top ten business hotspots in 2022 recently released by Li & Fung research center of Feng Group, in the past year, the central and local governments took a series of policies and measures to boost bulk consumption, expand urban consumption, unblock rural consumption, cultivate new consumption, encourage green consumption, and the consumer goods market recovered and showed a rapid growth trend. In the context of building a new development pattern, the government is expected to further actively introduce various measures to boost consumption in 2022. It is expected that the growth rate of China's total retail sales of social consumer goods will not be less than 6% in 2022.
"Although the recent epidemic of covid-19 pneumonia has been repeated in many places across the country, and the restriction of the epidemic on consumption still exists, on the whole, the trend of consumption upgrading continues, which is conducive to the further recovery of the consumer market in the future." Zhang Jiamin, senior consultant of Li & Fung research center of Feng Group, said that the report collected the opinions of more than 160 top Chinese experts, sorted out the main trends of China in the past year, and predicted the factors that may change China's business pattern in the coming year. According to the prospect, the top ten hot spots of Chinese commerce in 2022 will focus on the construction of modern circulation system, comprehensively opening green transformation, cultivating international consumption center cities, new domestic brands, community commerce, exploring the potential of rural areas, fair competition, omni-channel strategy, digital transformation and other topics.
"Three major issues deserve special attention, namely the concept of green development, the development goal of 'common prosperity' and the change of consumer demand." Qian Huimin, vice president of Li & Fung research center of Feng Group, said that in recent years, the business sector has carried out green transformation and embraced the concept of green development, and consumers are more and more interested in purchasing environmental protection products; The government is committed to expanding rural consumption and rural e-commerce development; The acceleration of China's urbanization process will continue to promote the demand for community retail services... These changes will bring new opportunities to Chinese and foreign enterprises.
With the official proposal of China's "double carbon" goal, the government quickly formulated a series of policies and measures, covering circulation, consumption, trade and so on. The report points out that the introduction of the policy is expected to promote the further "green operation" of physical stores and various consumption platforms, increase the supply and sales of green products, and promote the "green" process of store structure design, store energy-saving standards, commodity packaging, waste disposal, logistics, consumption concept and shopping concept, "Green label" may become the standard configuration for future commercial enterprises.
"Although the 'green transformation' of all walks of life is in full swing, for practitioners, the concepts of 'green transformation', 'carbon peak', 'carbon neutralization' are still in their infancy." In this regard, Qian Huimin believes that enterprises should strive to digest the green concept and turn it into effective plans and practical actions. At the same time, I hope the government can provide clearer guidance to help enterprises carry out green transformation efficiently and help achieve the goal of "double carbon".
In addition, the report points out that the markets of the first and second tier cities are becoming more and more saturated, and the consumption opportunities in low tier cities and rural areas continue to highlight. The government has continuously promoted the modernization of the rural circulation system and the upgrading and transformation of rural commercial outlets, promoted the revitalization of rural consumption, and the consumption capacity of rural areas is expected to expand rapidly. In addition, the goal of common prosperity that China has been promoting will also be conducive to the long-term growth of rural consumption.
Experts believe that rural consumption has maintained rapid growth for many years, and shows an upward trend. Promoting rural consumption is an important measure to expand domestic demand and comprehensively promote rural revitalization. In recent years, e-commerce is accelerating the coverage of rural areas, and new channels such as digital Shenzhen Agricultural Products Group Co.Ltd(000061) platform and online live broadcasting to help farmers are being fully launched. With the upgrading of rural commercial logistics outlets, it is conducive to accelerating the smooth flow of "two-way" flow channels between urban and rural areas, promoting the integration of urban and rural consumer markets, and promoting the formation of China's large market of urban-rural integration.
The epidemic has reshaped consumers' shopping habits. People's consumption places gradually turned to grocery stores, convenience stores and supermarkets around the community, which promoted the development of community commerce. China actively promotes the "quarter hour convenient life circle", which aims to establish a community business center in the community and provide residents with comprehensive services to meet their daily consumption and quality consumption needs within a 15 minute walk.
The report believes that with favorable policies, more and more community shopping centers will be upgraded to one-stop "retail + life service" centers, covering retail stores, restaurants, hairdressers, laundries, clinics, elderly care and other facilities. Enterprises interested in entering the community commercial market can expand the types of goods and services, and local population composition, consumption habits and consumption capacity should also be considered when planning community commerce. Small and medium-sized enterprises know more about the local community and are expected to get more opportunities in community business.
