Shanghai can play a more important role in supporting the rise of domestic brands compared to the same period last year

In the first half of this year, the per capita consumption expenditure in Shanghai reached 26155 yuan, a year-on-year increase of 24.4%. Next, in order to promote the construction of an international consumption center city and help the core functions of the city achieve a qualitative leap through the accumulation of quantity, it is necessary to start by handling the following four pairs of relationships in coordination, and continue to exert and intensify efforts in restoring and expanding consumption.

Firstly, handle the relationship between physical consumption and service consumption well.

Physical consumption and service consumption are two important components of the consumer market. To handle the relationship between the two, it is necessary to avoid simply applying the logic of physical consumption to view service consumption. Service consumption has many obvious characteristics that are different from physical consumption, such as intangible consumption objects, synchronous consumption and production, subjective consumption evaluation, and dynamic consumption demand.

For example, buying a car belongs to physical consumption, and the market has relatively objective evaluation indicators for the vehicle. After the consumer pays to pick up the car, the transaction is completed. However, the maintenance and repair of vehicles belong to service consumption, and the consumer experience is highly subjective, requiring frequent interaction between consumers and merchants to complete the service process.

Therefore, promoting physical consumption and service consumption needs to go hand in hand, but specific measures should be classified and targeted according to their respective characteristics.

In the field of physical consumption, targeted preferential policies can be introduced, such as optimizing the management regulations for car purchase and use, strengthening support for new energy vehicle consumption, supporting rigid and improved housing demand, and increasing the consumption of home decoration, home furnishings, and electronic products.

In the field of service consumption, there should be more scalability and imagination. Among them, traditional service categories should closely meet consumer needs, keep up with digital transformation, and effectively improve service quality and efficiency. On this basis, the focus should be on expanding new formats, scenarios, and personalization of service consumption, promoting a wider and more diverse range of physical consumption with higher quality service consumption, and creating new growth points in the consumer market.

Secondly, handle the relationship between physical commerce and online retail well.

Physical commerce refers to the traditional offline physical stores and business centers, while online retail refers to the format of commodity sales and transactions through the Internet platform. In Shanghai, a city with relatively developed economy and high consumption level, physical commerce and online retail complement each other, promoting the prosperity and development of the urban consumer market.

Many people believe that physical commerce and online retail are consumption forms that complement each other. Offline physical commerce will be gradually eroded by online retail, and the speed of erosion will become faster and faster.

In fact, from the perspective of urban space and regional development, cities need physical commerce. It is not only a commercial format, but also a cultural symbol of a city. When we hear the Champs - É lys é es and Ginza, we naturally feel the temperament of a specific city.

In the process of promoting the construction of an international consumer center city, Shanghai should optimize the planning and construction of commercial districts, create a pleasant shopping environment, increase public leisure places and facilities, and attract more consumers to come shopping, entertainment, and socializing.

In addition, by strengthening the integration of physical commerce and tourism, and through stronger urban marketing and promotion, more domestic and foreign tourists are attracted to come and consume.

On this basis, we can continue to deepen the integration model of physical commerce and online retail, and create new retail formats. For example, we will guide traditional physical businesses to deepen cooperation with the Internet platform, promote the exchange of online and offline goods, and provide more diversified and personalized shopping options.

Thirdly, handle the relationship between domestic and international brands well.

In recent years, Shanghai has achieved significant results in promoting the agglomeration of international consumer brands, with over 90% of internationally renowned high-end brands and nearly 60% of global retailers, ranking second among global cities.

Next, we can continue to leverage major events such as the China International Import Expo and the International Consumer Center City Forum to focus on the construction of import trade innovation demonstration zones such as Waigaoqiao and Hongqiao, providing a convenient landing and operating environment for international brands.

It is worth mentioning that in the face of significant uncertainty in the global economy, the rise of domestic brands has provided a more stable development model for Shanghai to become an international consumer center city. By increasing independent innovation, strengthening brand building, and improving product quality, domestic brands will gain more recognition in the domestic market and demonstrate stronger competitiveness in the international market.

Shanghai, as an important economic center and consumer market, should play a more important role in supporting the rise of domestic brands. For example, increasing support for local enterprises, encouraging them to increase research and development investment, and promoting product innovation and upgrading; By organizing brand display activities, strengthening brand promotion and promotion, etc., we aim to enhance the visibility and reputation of domestic brands, and enable more consumers to recognize and understand domestic brands.

Fourthly, handle the relationship between high-end consumption and basic consumption well.

From the perspective of consumption capacity, Shanghai is undoubtedly the "number one consumer city in China". In the process of promoting the construction of international consumption center cities, it is necessary to meet the demand for high-end consumption and also pay attention to the supply of basic consumer goods.

High end consumption and basic consumption are not completely independent fields, but are intertwined and mutually reinforcing relationships. The prosperity of high-end consumption drives the development of related industrial chains, bringing employment opportunities and economic growth points to cities; The continuous expansion and improvement of the basic consumer goods market have promoted the improvement of residents' consumption level, enhanced their consumption confidence, and provided a broad consumer base for the high-end consumer goods market.

Under the new situation, Shanghai needs to make every effort to ensure and improve people's livelihoods, and stabilize the supply of basic consumer goods. For example, by building a "15 minute community life circle" and other measures, more convenience stores, vegetable markets, and community markets can be laid out. Special attention should be paid to the consumption needs of rural areas and disadvantaged groups to ensure that everyone has the basic right to consume.

In addition, it is necessary to encourage the development of environmentally friendly products and services, promote sustainable consumption models, and guide more consumers to choose environmentally friendly and low-carbon lifestyles.

In a word, restoring and expanding consumption is an integral part of promoting Chinese path to modernization and an inevitable choice to achieve high-quality development. In the new situation, we need to promote the integration and development of physical consumption and service consumption, promote the coordinated development of physical commerce and online retail, support the coexistence and prosperity of domestic and international brands, promote the interaction and gain between high-end consumption and basic consumption, and thereby enhance the vitality and resilience of the consumer market.