Focus Interview | Various ways to unlock a cool and refreshing summer consumption atmosphere →

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Now people have a feeling that with the rapid development of the domestic online economy, the competition for online consumption is becoming increasingly fierce, and the space for offline consumption is severely squeezed. To boost consumption, there is an urgent need to create new formats and scenarios. This summer, the continuous high temperatures in many places have heated up "cool consumption". Online and offline, sales of "cool products" continue to be popular; Summer leisure consumption scenes are constantly emerging, and people have a greater sense of experience, atmosphere, and immersion while consuming. Cool consumption highlights frequently emerge, constantly stimulating new consumption potential.

Indoor, air conditioning, Wi Fi, watermelon; Outdoor, sun protection, shade, and milk tea. This summer, the continuous high temperature weather has made cool consumption hot.

What is the hottest consumer product this summer? That definitely requires sunscreen products. With the record breaking high temperatures in many places, "physical sunscreen" products are also very popular. Sunscreen clothes, hats, ice sleeves, and masks are suitable for all ages and can be seen everywhere, and they are also innovative.

Not only are the styles diverse, but the protective effect has also been gradually upgraded this year. There are "Face Gini" directly "armed to the neck", and powder blusher masks that can change color. Businesses have really spent a lot of effort to introduce new ones, and each one has "face" and "value".

Recently, in the sunscreen product area of Yiwu International Trade City, customers are constantly coming in every day, most of whom are wholesalers rushing to purchase.

Since July this year, sunscreen products have experienced a huge sales explosion on e-commerce platforms. What kind of explosion? For example, JD's sales of fashionable sunscreen clothing increased by as much as 841% year-on-year.

It is also worth noting that although female consumers have always been the main force in the consumption of sunscreen equipment, due to the continuous high temperatures this summer, men's sunscreen equipment has also become popular.

In June of this year, the number of new men's sunscreen products on Taobao doubled compared to the same period last year. Products such as sunscreen clothes, sunscreen fisherman hats, men's large sun umbrellas, and sunscreen masks have all become popular products, armed by young men and even older men.

These new consumer trends have attracted more clothing brands to enter, accelerating product iteration and upgrading. This year, a clothing company launched 18 men's sun protection suits, which is twice as much as last year. In order to cater to the fashionable sports needs of young and trendy people, they have also launched multiple outdoor camping sun protection suits.

Hot weather activates cold resources, and in the scorching summer, various delicious cold drinks and ice products are naturally indispensable.

Since June this year, the sales of ice cream, ice cream and other ice products in Meituan takeout have increased by about 70% year-on-year; The sales of chilled beverages have increased by more than twice compared to the same period last year.

And cooling appliances such as electric fans, refrigerators, and air conditioners are naturally essential items for summer and a highlight of summer consumption. According to data from Pinduoduo, air conditioners have become the fastest growing product in the consumer electronics category this year. The official flagship store of a certain brand's air conditioning category saw a year-on-year sales growth of 968% during the June 18th period.

What "password" is hidden behind the scorching heat?

Wang Yongping, Vice President of the China Society of Business Economics: These data all indicate that there is still great potential for growth in outdoor consumption. For example, people pay more attention to health and wellness, and there is a trend of fashionable and experiential consumption in cool consumption; Another aspect is that people emphasize self healing spiritually and pay more attention to their emotional value.

Not only are cooling products popular, but this summer, there are also more new formats and consumption scenarios for summer vacation in the market. For example, having a romantic "star chasing" on a long summer night.

August 12th is the best observation period for the Perseid meteor shower. On this day, sky enthusiast Xu Lianda arrived at the sky observation point early, hoping to capture a rare meteor scene.

47 year old Xu Lianda is a fanatical "star chaser" who has almost traveled to all the viewing places in China. The reason why he is enthusiastic about checking in here is because the consumption scene here is very different.

The dark night community is surrounded by mountains on three sides and faces the sea on one side, allowing for the magnificent scene of "sea and sky in one color" and the observation of the vast universe and Milky Way. This is the first international "dark night community" in China and the second in Asia. Its design incorporates the concept of natural starry sky, and also scientifically transforms the lighting to reduce excess lighting and protect the night from light pollution.

Coming to this dark night community, you can "see the Milky Way" and "observe the stars", experience the romance of the starry sea, explore the wonders of the vast Milky Way, listen to a science popularization lecture on the starry sky, and communicate with like-minded partners. Such immersive experiences and fusion scenes are truly moving, no wonder they attract a large number of visitors.

Leisure, stargazing, camping, barbecue, and various integrated consumption scenarios are more diverse, and the atmosphere is also stronger. In order to watch the dreamy scenes of the Perseid meteor shower, many tourists will book special experience projects such as camp accommodation many days in advance.

The lights are dim, the economy is on. Local integration of these new summer business formats, with the vision of developing large industries, aims to create a cultural and tourism brand of "mountains, seas, stars" in the city. Consumers come here to "listen to the waves", "watch the sunrise", "watch the stars", "eat seafood", and even walk around the streets and alleys of the city to have a look.

Consumers have had a great time playing, and the local consumer market continues to heat up, creating a win-win hot summer together.

Chen Xiaoxu, Deputy Director of the Science and Technology Innovation and Economic Service Bureau of Shenzhen Dapeng New Area: Not only has it improved and stimulated new economic forms, but it has also greatly stimulated and increased traditional consumption forms.

This summer, people not only pursue a variety of consumer scenarios, but also demand more immersive and novel consumer experiences.

In Chun'an, Zhejiang, the firefly economy has become a highlight of the summer. Tourists can immerse themselves in the coolness of summer at night and experience the natural childlike charm of the countryside.

To reach a firefly viewing area of over 1500 acres, one needs to cross a two kilometer long canyon. This "night tour+immersive" deep experience has attracted many tourists.

People in cities yearn to get close to nature and relax their tired bodies and minds, and such "healing" consumption scenes are very popular.

The local area of Deqing, Zhejiang also seized the opportunity of the summer firefly viewing season and created a series of new consumer projects in the viewing area. Firefly photography, firefly dinner, firefly cultural and creative activities... "Firefly economy" has become a shining business card for local cultural and tourism.

After the magical firefly viewing activity, having a "fingertip interaction" between parents and children is a choice for many families. Chang Hao from Shanghai is making "fireflies" with his children, which not only promotes parent-child relationships but also gains new knowledge.

The hot and refreshing consumer market has brought new opportunities and development space to many related industries. However, how to keep the constantly emerging and vibrant new scenes and formats "hot" requires the exploration and cultivation of a larger market, as well as the long-term vision and wisdom of management.

Wang Yongping, Vice President of the China Society of Business Economics: Many new consumption scenarios are emerging this summer, and people have a stronger demand for emotional and vacation oriented consumption. Spiritual and cultural consumption has become a necessity, which is another characteristic of consumption upgrading. Last winter, boiling tea in a furnace was particularly popular, and this summer, iced tea in a furnace has become a new trend. Go and admire the red leaves in autumn, it's even more beautiful. We need to deeply integrate emotional consumption, seasonal consumption, and commercial innovation, which has enormous potential and can be continuously explored.

According to survey data from the Ministry of Culture and Tourism, the overall willingness to travel to traditional high-temperature cities reached 94.6% in the third quarter of this year. Among the respondents, 38.4% of residents plan to travel twice, and 35.1% plan to travel three times. In the current era of increasingly diversified and differentiated consumption scenarios and formats, it is not only necessary to create a policy environment for new consumption, but also to improve the overall supply level in order to continuously unleash consumption vitality in emerging new scenarios and formats. Gathering fireflies and forming a prairie fire can create more consumer goods that reflect cultural connotations and humanistic spirit.

Editor | Zhao Zhiming, Zhu Ping, Sun Jinman

Camera | Zhu Banglu, Li Bixiong, Wang Jie

Editing | Miao Jialiang