Recently, the General Office of the State Council issued the Opinions on Accelerating the Development of New Consumption with New Business Forms and New Models (hereinafter referred to as the Opinions), which is an important measure to comprehensively implement the Party Central Committee and the State Council’s work of "six guarantees", implement the task of "six guarantees", implement the strategy of expanding domestic demand, and accelerate the expansion and upgrading of new consumption.

First, lead new consumption with new formats and new models

Since the beginning of this year, the epidemic in COVID-19 has accelerated the online process of traditional offline consumption, highlighting the important role of new formats and new models in ensuring the daily needs of residents, promoting the recovery of domestic consumption and promoting economic stabilization and recovery. Summarizing and popularizing these new formats and models will help to further stimulate the vitality of consumption, promote the deep integration and organic integration of online and offline, and accelerate the development of new consumption.

(1) Accelerate the development of new retail and innovate the service model.

The epidemic situation has seriously hindered on-site consumption, and forced the circulation of agricultural products to create new modes such as "fresh e-commerce+cold chain home delivery", "non-contact distribution" and "non-contact service" and become an important force of new consumption. The Opinions emphasize "innovative non-contact consumption mode", which is not only the recognition and encouragement of the new format and new mode, but also sets a new standard for the online and offline integrated development of retail industry under the condition of normalized epidemic prevention and control.

(2) The integration and development of culture, travel and entertainment will reshape the consumption experience.

The new scientific and technological revolution triggered by information technology promotes the process of integration and transformation of culture, tourism, entertainment and other industries. The epidemic situation has accelerated the integration of culture, travel and entertainment, and shaped new models such as "live e-commerce" and "social marketing". The Opinions specifically emphasized the new modes of online entertainment, smart tourism and smart broadcasting, such as "online cultural and entertainment formats" and "live e-commerce".

(3) Social services are promoted in an orderly manner to ensure stable operation.

The digitalization process in the field of social services has also developed rapidly. Especially during the epidemic period, offline classes, education and training all turned to online mode, and medical consultation changed from on-site diagnosis and treatment to remote consultation, which ensured the smooth operation of social services.

At present, new consumption not only serves and stimulates the potential demand of consumers, but also becomes an important force to expand domestic demand; More importantly, the development of new consumption will also transmit the trend of online and offline organic integration and potential consumer demand to the upstream of the industrial chain, which will drive brand consumption and quality consumption, lead personalized customization and flexible production, and promote the coordinated development of large, medium and small enterprises and the integrated development of upstream and downstream chains, becoming the foundation and forerunner of high-quality development.

Second, accelerate the iterative upgrading of new formats and new models

In the long run, with the acceleration of the digitalization process and the accelerated integration of online and offline, the new format and new model will be rapidly iterated and continuously upgraded, and gradually form version 2.0 and version 3.0 that are more suitable for users’ needs, enhance user experience and facilitate user service. The Opinions emphasize "updating application scenarios", "innovating non-contact consumption patterns" and "exploring new retail formats", which is obviously a grasp of the law and a judgment on the trend, and is an important guide for future formats and models.

From the development trend of the new format and new mode, it has the following characteristics:

(1) Application scenarios are incubators for new formats and new models.

The "Opinions" put forward "cultivating new high-tech video formats with higher technology formats, updated application scenarios and more beautiful audio-visual experience under the condition of 5G", which is a prediction of the era of "live broadcast+". With the wide application of 5G technology, it also ushered in the era of real-time dissemination of video and live broadcast information, making it possible to broadcast and sell immediately, which will certainly promote the emergence of new application scenarios and bring about iterative upgrading of new formats and new modes. Take the WeChat applet as an example. In 2019, the transaction scale reached 800 billion yuan, a year-on-year increase of 160%. Its rapid growth benefits from the continuous updating of application scenarios, including the upgrade of WeChat search, the new live broadcast and video number. It is through the continuous expansion of application scenarios that new video formats with better audio-visual experience are brought to consumers.

(2) Intelligent wisdom is the focus of the new format and new model.

The "Opinions" proposes to "explore the development of new retail formats such as smart supermarkets, smart stores and smart restaurants". Intelligentization and intellectualization is an important trend in the process of digitalization, and it is also the focus of innovation of formats and modes at present and in the future, and it is an important power source of new consumption. From the consumer’s point of view, the new format and new mode mean that consumers have formed a recognizable, distinguishable and relatively stable business form, and it also means that its interface entrance, store configuration and marketing mix are in line with consumption habits and decision-making links. Take Hungry, Meituan as an example. In the early stage of development, we started from the catering industry and cultivated take-out as the third way of eating after cooking and eating in class. Nowadays, with the help of the bonus of traffic portal and big data research, the business has gradually expanded to the categories of convenience, fresh fruits and vegetables, green flowers, medical health, etc., showing the tendency of "sending everything".

(3) Quality brand is the vane of new format and new mode.

"Opinions" emphasizes "organizing various forms of online promotion activities to promote brand consumption and quality consumption". At present, new consumption based on online and offline organic integration and deep integration is led by young customers. In recent years, interest products such as blind box and IP model play, skin care, make-up, limited edition clothing, shoes and other products that pay attention to face value have all been sought after by young people. According to the data of Ali Research Institute, the contribution of new categories of consumer brands in China reached 44.8% in 2019, an increase of 15.2 percentage points over 2018. The new products bring double growth in China brand sales and new customers.

Third, promote domestic and international double circulation with new consumption

The "Opinions" pointed out that "enterprises are encouraged to expand the international market by relying on new consumption". New consumption is an important cornerstone of the domestic cycle and an important starting point for promoting the international cycle.

(A) the new consumer guide supply and demand adaptation.

From the perspective of domestic circulation, a series of new formats and new models formed by the integration of online and offline development are important achievements of the consumption experience and matching experiment of supply and demand, and brand consumption and quality consumption are the important focus of the reform of the supply system led by new consumption. The development of new consumption has continuously improved the adaptability between supply and demand of China’s economy. In the long run, the accelerated layout of new infrastructure, such as 5G, artificial intelligence and Internet of Things, and the development of data centers will surely create more application scenarios for accurate and intelligent matching between the supply side and the demand side.

(2) New consumption promotes international circulation.

New consumption is not only an important means to promote the high-quality development of domestic big cycle, but also an important medium to realize the mutual promotion of domestic and international double cycles. The Opinions emphasize "fully relying on new consumption to drive the traditional commodity market to expand foreign trade", and its core is to promote the "going out" of e-commerce and digital services, and promote the "going out" of brand products and quality products.

At present and in the future, it is an important period for the great development of new consumption. The new format and new model are continuously updated and iterated, the quality brand consumption is innovated and developed, and the application scenarios and intelligent wisdom promote each other, leading the high-quality development of the domestic big cycle and promoting the mutual promotion of the domestic and international double cycles. (China Renmin University Business School Wang Qiang)

　　Yesterday, the local education authorities responded to the video of "Henan Zhumadian Education Bureau hosted a lecture on Chinese studies to become a promotion meeting": the activity has stopped and all products can be returned.

　　After the lecture on Chinese studies

　　Sponsor product display

　　The video shows that when lecturers are teaching traditional virtues, they begin to sell a "Chinese Classics Listening and Reading Machine" with a price of 1,500 yuan, and say that "many schools and families are already using it". Soon, many parents paid for the product.

　　On June 5, Ms. Li, a student’s parent who had attended the lecture and bought a listening and reading machine, told the Beijing Youth Daily reporter that the reason why she participated in the activity was due to a notice from the school. She said that her child is currently in the second grade of a primary school in Zhumadian. "Not long ago, the school issued a notice about the lecture on Chinese studies, encouraging parents to attend."

　　On the afternoon of June 2, Ms. Li attended the event as scheduled. She said that according to the publicity of previous activities, the guest speaker was a national award winner. However, the original guests did not appear at the event. The guest was replaced by a lecturer named Song Zhen. After the lecture, the organizer introduced Song Zhen’s identity and called her an expert in parenting education, but Ms. Li couldn’t recall the name of the institution.

　　Ms. Li said that during the lecture, Song Zhen did not take the initiative to promote the listening and reading machine. "But after the activity, the staff distributed a booklet on Chinese studies education. In addition, the organizer informed the scene that there was a sponsor’s product display, and parents in need could buy it without mandatory requirements. "

　　Work Committee and other departments

　　Jointly organize activities

　　The reporter of Beiqing Daily saw the introduction of this activity from a document stamped with the official seal of the Zhumadian Education Bureau’s Working Committee for Caring for the Next Generation: According to the work arrangement, the Zhumadian Education Bureau’s Working Committee and the Youth Chinese Studies Education Research and Development Working Committee decided to jointly hold a lecture hall in Zhumadian City to promote traditional virtues.

　　According to the document, the organizer of this activity is the Propaganda Group of Chinese Academy of Sciences, the education bureaus of counties and districts, and the primary and secondary schools directly under the bureau. The guest speaker is Tao Moumou (one of the top ten people who moved China in 2014 and the fifth moral model of Tianjin). Participants are kindergarten teachers in primary and secondary schools, parents of students, etc. The scale of the conference is 500 people in each session of the municipal schools and county education bureaus.

　　The document requires that all county and district education bureaus, primary and secondary schools directly under the municipal government and kindergartens should fully realize the importance of carrying forward the education of Chinese traditional virtues and attach importance to and do a good job in organizing activities. This activity is a public welfare lecture hall, and there is no charge. All units should widely publicize, designate special personnel to be responsible for this work and actively participate in this activity.

　　Education bureau responded

　　Parents who have bought it can return it.

　　In response to this matter, the local media in Zhumadian posted a handling opinion stamped with the official seal of Zhumadian Education Bureau in the official Weibo on June 3: According to the preliminary investigation, the problems reflected by the media and netizens are true. The Party Group of Zhumadian Education Bureau attached great importance to this. On the morning of June 3, it held a special meeting to study and put forward the handling opinions on this matter: instructing the Municipal Education Bureau’s Working Committee to write an in-depth inspection to the Party Group. The work committee of the Municipal Education Bureau failed to submit the documents for approval according to the procedures, and after the documents were issued, it failed to effectively supervise the organizers of the activities, and should bear the main responsibility for the occurrence of the incident; Zhumadian Education Bureau set up a joint investigation team with the participation of the discipline inspection and supervision team, office and safety letters and visits department. If violations of rules and regulations are found, they will be dealt with severely according to the law.

　　Responsible by the Municipal Education Bureau’s Working Committee, actively contact with the organizers of the event and make good cooperation. If there is a request to return the money for listening and reading Chinese studies, the money will be returned to the parents after statistics; The Municipal Education Bureau strengthens examination and approval and supervision to ensure that similar problems will not happen again in the future.

　　Brand involved

　　There is no storefront in Zhumadian

　　Yesterday, the reporter of Beiqing Daily contacted the return phone published by the media as a parent. The other party said that it is ok to return the goods, but denied that the activities involved were illegal. According to the staff member, the brand involved has no public storefront in Zhumadian, and only the listening and reading machine experience is set up in the lecturer’s home. The staff said that if parents insist on returning the goods, they can arrange friends to recycle the listening and reading equipment at the agreed place and return all the money. If parents have doubts about product quality, they can go directly to the lecturer’s home to find out.

　　Since then, the reporter of Beiqing Daily has repeatedly tried to contact a certain technology company in Shenzhen, the manufacturer of the listening and reading machine for Chinese studies, but the phone number left on the company’s official website has never been answered.

　　Ms. Li told the reporter of Beiqing Daily that after arriving at school this week, the class teacher of the child’s class informed the parents that it was necessary to return the listening and reading machine purchased at the venue, and the parents would contact the organizer to return it. At present, she has completed the return at the venue where she participated in the event before and got a refund.

　　Text/reporter Xiong Yingqi Kong Lingqi