Strings of neon lights light up the noisy pedestrian street. In Guangzhou, Guangdong, people take to the streets at night to experience the fun of night shopping and entertainment in late-night canteens, music festivals, and night exhibitions of intangible cultural heritage; in Taiyuan, Shanxi, many people walk into home appliance stores and buy air conditioners for their homes. , enjoying the coolness from the shop in the hot summer; picking up your mobile phone and ordering ice cream, cola, watermelon and other summer-relieving foods on the takeout platform have become the shopping habits of more and more consumers in the summer.
1. The high temperature continues, and the demand for summer relief opens up the consumer market
Walking into some electrical appliance stores in Beijing, air conditioners, refrigerators, electric fans and other "must-have" home appliances for summer heat are displayed. In a conspicuous location, many citizens are shopping.
Home appliances such as air conditioners, refrigerators, and electric fans have seasonal characteristics in sales. This summer, the temperature is higher than usual, which has become one of the reasons for boosting the sales of refrigeration home appliances. Data released by the China Meteorological Administration shows that the national average temperature in June this year was 21.3°C, 0.9°C higher than the same period in normal years, the highest for the same period since 1961; the temperatures in Henan, Shaanxi, Gansu, Ningxia, Shanxi, Shandong and other places were the highest for the same period in history.
"The weather has been getting hotter and hotter recently. People who are afraid of heat should carry a small hanging neck fan with them when they go out. It can cool down and free their hands." On the social media platform, blogger Xinxin recommended a mini fan Shi said. Many consumers have also reported that portable small fans meet the needs of carrying and cooling in libraries, offices, and when traveling, and are welcomed by everyone.
The summer demand also drives gourmet products such as cold drinks, ice cream, desserts, and seasonal fruits to enter the peak sales season.
When walking into the National Botanical Garden, Temple of Heaven Park and other scenic spots in Beijing, many tourists are holding the cultural and creative ice cream special to the scenic spots, and many people are queuing up to buy; in many shopping malls, milk tea, juice, etc. are sold Beverage stores also attract a large number of consumers.
Sales data from multiple online shopping platforms reflect the popularity of summer-relieving foods. When shopping at Dingdong, sales of ice cream and cold drinks have increased by 300% month-on-month in the past month; Coke has become the king of summer relief, with an average of more than 5 million bottles sold every day. Since June, sales of ice cream, drinks, mung beans and other products on Meituan Select have increased significantly. Among them, the sales volume of "Little Pudding" ice cream has increased fivefold in more than 2,000 counties and cities across the country.
"The rising popularity of 'summer economy' is closely related to the season." Analysis by Yi Shaohua, director of the Market Circulation and Consumption Research Office of the Institute of Financial Strategy, Chinese Academy of Social Sciences, pointed out that this summer's temperature is high, and consumers There is a greater demand for summer food and refrigeration products. At the same time, many e-commerce companies have recently continued to carry out summer product promotions such as refrigerators and air conditioners. Strong promotions, strong attractiveness, and cost-effective products have stimulated people's consumer demand.
2. Deeply develop products and enhance their appeal with novelty, quality and technology
From chemical sunscreen to physical sunscreen, consumer demand for sunscreen has increased significantly in recent years, and is becoming more and more popular. Come more and more diverse. On the streets, people holding parasols can be seen everywhere, and many pedestrians have chosen sun hats, sun protection clothing, ice sleeves, sun protection masks and other products.
Meituan data shows that in May, sun protection clothing and cooling patches increased by 116.7% and 189% respectively compared with the previous month. The "2022 Taobao Live Sun Protection Report" shows that from January to April 2022, the sales growth rate of sun protection clothing reached 157.11%, and the sales growth rate of sun protection skin care sales reached 62.17%.
Facing the "blue ocean" of the sunscreen market, in recent years, many manufacturers have launched new products and opened up the sales market.
In summer, people’s demand for traveling and camping is also high. Some domestic outdoor brands that are deeply involved in the camping market have also provided "models" worthy of reference in leveraging consumer demand.
Walking into an outdoor brand collection store, the white tents set up in the camping area are particularly conspicuous. In this immersive display area, various tents, exquisite outdoor pot sets and other equipment cover all aspects of user needs and meet people's pursuit of refined and quality use.
"When I first started camping, I bought a lot of necessary equipment one after another, and then continued to replace and upgrade it." Lang Dan, an outdoor enthusiast, shared his experience in purchasing camping equipment. He said that there are now many types of outdoor camping equipment that can meet more camping needs. In addition to necessary sleeping, lighting, dining and other equipment, if you need to relax and take photos in the camp, you can also buy many decorations to create a sense of atmosphere.
Regarding how to build a brand and continuously meet consumer needs, Lu Dunhua, founder of the domestic outdoor travel equipment brand Mugaodi, once pointed out that it is necessary to introduce more new scenes and new concepts to lead exquisite camping consumption. At the same time, we will meet the continuous new demands of consumers, carry out product innovation and iteration, and continue to create "hot products".
Ji Jianming, founder of the domestic outdoor brand Nok, said that only by understanding the user market, developing different products for different regions, and constantly launching more trendy equipment and high-quality new products based on the needs of players can we attract more customers. repurchase rate.
In addition, many summer products have also seized the opportunity of the summer economy by promoting product upgrading and using high-tech and health concepts to meet the new needs of consumers.
“In recent years, people’s living standards have continued to improve, which has promoted the growth of sales of refrigerators, air conditioners and other products. In addition, the manufacturing technology of air conditioners, refrigerators and other products has been rapidly improved, and product details and functions have become more user-friendly. , can meet consumers’ needs for healthy living and refined functions, and stimulate new purchasing desires,” said Yi Shaohua.
As for how companies and merchants can further develop products and meet consumers’ demand for summer goods, Yi Shaohua pointed out that companies should make more in-depth application of new technologies such as big data and cloud computing in production and manufacturing. technology, embed agile manufacturing production methods, and actively transform towards customization and personalization.
Yi Shaohua said that for merchants, they can give full play to their advantages in market data, market analysis, etc., and combine them with manufacturers’ advantages in product production, design, etc. to launch products that are more suitable for consumers. goods that are in demand. In addition, more attention should be paid to brand building. Some middlemen and department stores have joined forces with manufacturers and producers to develop new products with brand characteristics. This is an important direction for future development. At present, products such as air conditioners and refrigerators can be rapidly updated, mainly because there are manufacturing companies with strong brands in this field and can better apply agile manufacturing production methods. In the field of consumer goods, many companies currently need to continue to strengthen their manufacturing capabilities.
3. Various measures to promote the recovery of catering, tourism, retail and other industries