A few days ago, the State Council issued the "14th Five-Year Plan for the Development of Digital Economy", which clarified the guiding ideology, basic principles, development goals, key tasks and safeguard measures to promote the healthy development of digital economy during the 14th Five-Year Plan period. When it comes to creating a new digital life with shared wisdom, the Plan mentions "cultivating a number of new consumption demonstration cities and leading enterprises" and "cultivating the awareness and habits of digital consumption of the whole people".
According to the "White Paper on the Development of Digital Economy in China" released by China Information and Communication Technology Research Institute last year, the scale of digital economy in China will reach 39.2 trillion yuan in 2020, accounting for 38.6% of GDP, ranking second in the world; The growth rate increased by 9.7% year-on-year, ranking first in the world, which indicates that the digital economy industry has become an important engine for China’s stable economic growth.
Among them, digital consumption is the key driving force to promote the development of digital economy in China, and it is also an important force to accelerate the recovery and continuous expansion of domestic demand. In recent years, new formats and models of digital consumption, represented by online shopping, live webcasting, digital culture and online medical care, have developed rapidly, profoundly changing people’s consumption habits. No matter in urban or rural areas, new highlights of digital consumption are frequent, and various new technologies are accelerated to be applied, and the development prospects are expected.
Give birth to new formats
Help urban space transformation
"Digital consumption refers to the consumption that occurs in the consumer market for the digital connotation of goods." Zhu Yan, president of Tsinghua University Internet Industry Research Institute and professor of Tsinghua University Institute of Economics and Management, believes that in the era of digital economy, both construction machinery and daily necessities need digital and cultural connotations. When the product is endowed with digital performance, the consumption pattern will change accordingly, which will inject new vitality into the market and bring new development opportunities to enterprises.
Many cities have seen the potential of digital consumption and strongly supported the development of related new formats.
Zhang Lin, a citizen of Ningbo, Zhejiang Province, who is over 80 years old, suffers from hypertension and renal dysfunction. Last year, his family registered the "Ningbo Cloud Hospital" system for him, and he was able to make an online appointment with an expert doctor. At the appointed time, Zhang Lin told her symptoms through videos and doctors at home. The doctor read his health records, combined with the diagnosis information, made an electronic prescription and submitted the prescription to the "cloud". One day later, Zhang Lin received the drugs for controlling hypertension delivered to her home, and completed the visit easily.
In addition to online medical care, Ningbo also displayed 27 interactive projects of digital consumption experience at the information consumption experience day held in October last year, involving consumption scenes such as communication, medical care, people’s livelihood, finance and entertainment; It also released 13 municipal-level information consumption experience centers such as Ningbo Mobile Tianning Flagship Store and Ningbo Smart City Science and Technology Museum to cultivate and guide citizens’ digital consumption. The relevant person in charge of Ningbo Economic and Information Bureau said that building an information consumption experience center can not only provide a rich new experience of digital life and promote the development of digital consumption, but also drive information technology products and services to move towards the high end of the industrial chain and enhance people’s sense of gain, happiness and security in the field of information consumption.
Digital consumption can also promote the upgrading of urban space.
Longfu Building, Dongcheng District, Beijing, a former department store, has now become a new consumption landmark with deep integration of "culture+technology". Bookstores, art galleries, boutique coffee shops, trendy art markets … Old buildings have turned into fashionable punching places in online celebrity, where technology, digitalization, intelligence and cultural experience consumption are perfectly integrated. Changhong Cinema, one of the second phase renovation projects of Longfu Temple block, which will open this year, includes three functional areas: flying cinema, "Walking into China" and Wenchuang Experience Zone. Tong Tao, the relevant person in charge of Beijing Longfu Wenchuang Business Management Co., Ltd., introduced that the transformed Changhong Cinema will become a brand-new flying theater, with 70 somatosensory seats and a giant ball screen. The suspended dynamic flying platform can push the passengers’ seats into the huge ball screen, creating an immersive entertainment experience. In addition, Changhong Cinema also plans to install a curved naked-eye 3D screen on the fa? ade to further enhance the sense of science and technology of the building.
Chen Huanwen, deputy director of the Beijing Municipal Bureau of Economy and Information Technology, said that in accelerating the construction of a new scene of digital consumption, Beijing will actively cultivate no less than 15 information consumption experience centers in key areas. We will demonstrate the integration of new retail technologies such as unmanned retail and smart retail with traditional retail, promote new digital travel services such as smart parking and driverless taxis, and build new consumer service scenarios.
Expand coverage
Promote rural consumption upgrading
Digital consumption has also become an important starting point to incite rural consumption upgrading and help rural revitalization.
"I didn’t expect it to be so convenient. I paid for it with a touch!" Shen Cailing, a villager from Yinghu Village, wangting town, Xiangcheng District, Suzhou City, Jiangsu Province, bought some daily necessities in the supermarket with a digital RMB physical card, and said that she was very surprised to "try the digital RMB".
In October last year, Yinghu Village took the express train of digital economy, set up a number of digital RMB consumption scenes in farmhouses, hotels, supermarkets and other merchants, and distributed nearly 1,000 digital RMB physical cards to villagers one after another, so that more villagers could get in touch with digital RMB at zero distance and experience the convenience of digital consumption.
Nowadays, with the advancement of digital rural construction, digital consumption in rural areas is growing rapidly, and the difference between urban and rural areas is getting smaller. Taking online shopping as an example, in 2014, the rural online retail sales in China was 180 billion yuan; By 2020, it has increased to 1.79 trillion yuan. More than 2,000 county-level e-commerce public service and logistics distribution centers have been built nationwide, and more than 130,000 village-level e-commerce service sites have been built. Express outlets have covered more than 30,000 towns and villages nationwide, with a coverage rate of 97.6%.
The popularity of digital consumption in rural areas has enabled villagers to enjoy more abundant and high-quality goods and gain a better shopping experience. "I used to buy milk powder for my children, and I had to ride a motorcycle to the town. It was so troublesome and there were few brands. Now that the mobile phone is online, it can be bought at once, and the post can be sent home. " The son and daughter-in-law of Li Meizhu, a villager in Jiangping Village, Hengdong County, Hengyang City, Hunan Province, all work in other places, and she lives in her hometown with her grandson and granddaughter. A few years ago, there were few shops selling maternity products in villages and towns. In order not to delay children’s food, Li Meizhu learned to buy online. "Now, I can understand watching short videos and ordering discounts from the live room. The more I buy, the more skilled I am. I also help other elderly people in the village to’ purchase’, and everyone can fight together, which is more affordable! "
While villagers’ consumption habits and consumption structure have changed, more and more villages have taken advantage of digital consumption demand and embarked on a new way to get rich and increase income.
Ruihao Village, Zheng ‘an County, Zunyi City, Guizhou Province, is better known as "Guitar Taobao Village" among the people around it. This mountain village was once in deep poverty. Villager Tang Yujiang remembers that when he was in the most difficult time, he had to borrow money to buy the seeds of crops. But later, the guitar industry rose in the county, and it opened its market through the e-commerce platform. Every year, millions of guitars went from here to the world. At the beginning of 2020, Zheng ‘an County was officially lifted out of poverty. Hong Yong, an associate researcher at the E-commerce Research Institute of the Ministry of Commerce, said that it was precisely because e-commerce changed the traditional economic layout that it contributed to the transformation of Ruihao Village.
The change in Ruihao Village is not a case. According to the standards formulated by Ali Research Institute, in rural areas, taking administrative villages as a unit, the annual sales of e-commerce reaches 10 million yuan, and the number of active online stores in the village reaches 100 or 10% of the local households, which can be recognized as "Taobao Village". The latest data shows that in 2021, the number of "Taobao villages" has reached 7023, an increase of nearly 30% year-on-year. Luo Zhendong, executive director of the Spatial Planning Research Center of Nanjing University, believes that this shows that the deep integration of digital economy and rural areas still has great potential. Under the background of rural revitalization, "Taobao Village" will provide a feasible path for common prosperity.
New landing technology
Empowering traditional consumption scenarios
The upgrading and increment of digital consumption in China cannot be separated from the support of information infrastructure construction.
The White Paper on the Development of Digital Economy in China pointed out that the scale of information infrastructure construction in China is leading the world. China has the largest optical fiber network and 4G network in the world. By the end of 2020, the penetration rate of fixed broadband households will reach 96%. The speed and scale of 5G network construction ranks first in the world, with 718,000 built 5G base stations and more than 200 million connections of 5G terminals.
The application of more new technologies brings new opportunities for the upgrading of digital consumption. Jiang Xiaojuan, dean of the School of Public Administration of Tsinghua University, pointed out that with the support of a new generation of technologies, including artificial intelligence, big data, cloud computing, Internet of Things, advanced robots, 3D manufacturing, etc., digital consumption, digital production, digital network chain and digital resource allocation will be significantly improved. By the end of the "Tenth Five-Year Plan", the overall shape of the digital economy will take shape and continue to evolve and have a far-reaching impact.
Some areas that are at the forefront are accelerating the application of various new technologies and enabling digital technology to empower traditional consumption scenarios.
In Xicheng District, Beijing, Beijing Square Business Circle has built the world’s first "5G+ Virtual Reality" smart business circle. The "River Map Technology +5G" provided by Huawei has realized the three-dimensional real-life walking navigation function in the business circle. Consumers can see the location of each online celebrity punch point on the mobile phone, which is convenient for sightseeing; Walking into the underground garage, you can receive navigation reminders and easily find your own parking space. In addition, using AR (Augmented Reality) technology, colorful virtual digital content will be displayed on the map, superimposed with the surrounding real environment, so that consumers can interact with virtual elements. For example, you can double-click a virtual shop to participate in the lucky draw and receive coupons issued by real merchants. You can also take photos with cartoon characters in the virtual world and see gorgeous fireworks online.
"Digital consumption has promoted industrial quality improvement and efficiency improvement, stimulated economic growth, and is an important support for promoting Beijing to cultivate and build an international consumption center city." According to the relevant person in charge of the Beijing Municipal Bureau of Economy and Information Technology, Beijing will digitally transform more traditional business districts, use digital technology to promote smart applications such as online queuing, smart membership, online live broadcast and smart parking, and analyze consumers’ residence time, travel time, consumption preferences and other data through big data, and adjust the operation direction in time to provide consumers with a better consumption experience. In addition, it will actively promote the full coverage of "Double Gigabit" networks represented by 5G and Gigabit optical networks in key business districts. "It will not only enable people to obtain various digital contents through the Internet to provide better network services, but also meet the new demands of new digital consumer intelligent terminals such as intelligent networked cars and unmanned delivery vehicles for high-speed and high-reliability networks." (Reporter Li Wei)
