It can be used offline and online; It can buy large commodities such as household appliances and cars, and can also be used for service expenses such as catering and tourism; There are paper coupons and the latest digital RMB coupons. Recently, many places have successively issued consumption coupons to encourage residents to "buy". According to the latest data released by the National Bureau of statistics, in May, the total retail sales of consumer goods nationwide exceeded 3.3 trillion yuan, a year-on-year decrease of 6.7%, 4.4 percentage points lower than that in April, and the consumer market showed a recovery trend. In order to further boost consumption, a new wave of "100 million yuan" consumption coupons have been intensively launched in various places to open up the consumption cycle in a short time, supplement passenger flow for commercial enterprises and drive the production of related industries. A large number of consumer vouchers are on the way —— Large scale of funds, new distribution methods and obvious pertinence On June 19, the reporter walked into a large and medium-sized electrical appliance located in Tuanjiehu street, Chaoyang District, Beijing. The slogan of "Beijing green energy-saving consumption coupon with a maximum subsidy of 400 yuan" can be seen everywhere in the store. "Get a coupon first. Many goods can be used. You can reduce 400 yuan at most!" The clerk told the reporter that the sales volume of a microwave oven with steam function in the store has increased significantly recently. The original price is 2999 yuan, and 200 yuan can be deducted from the consumption certificate. "Many consumers come in and ask which product can use the coupon. Some consumers want to buy a microwave oven. They pay immediately after they hear that they can use the coupon." Online, government consumption coupons are superimposed on e-commerce platform activities to ignite consumers' shopping enthusiasm. "When you open the JD app, a prompt to receive the 'Beijing green energy-saving consumption coupon' pops up on the home page, with 8 coupons totaling 1500 yuan." Xiao Chen, a Beijing resident, is busy decorating his new house. He bought a washing and drying machine on June 18. "The original price is 7299 yuan, the activity price is 6799 yuan, the platform member is 6000 yuan less 600 yuan, and the consumer coupon is 4000 yuan less 400 yuan, a total of 1500 yuan cheaper." During the "June 18" period this year, JD jointly issued more than 700million yuan of consumption vouchers to 15 regions across the country. Consumers in the issuing cities can enjoy the superposition of consumption vouchers and JD's "June 18". At 8:00 p.m. on June 17, on the JD platform, the turnover of many stores exceeded 100 million yuan within 10 minutes, and the turnover of home appliance adult purchase increased by over 400% year-on-year. From January to April, at least 20 provinces in China have issued bonds to promote consumption, with a total amount of more than 3.4 billion yuan. In June, a new wave of consumer vouchers were issued successively, and the total amount of consumer vouchers in many provinces exceeded 100 million yuan, becoming an important starting point for promoting consumption. Large scale of Funds - Yantai issued a total of 10million yuan of food and beverage consumption coupons for the benefit of the people, and the preferential efforts of "80 yuan less than 200 yuan" and "150 yuan less than 300 yuan" attracted a large number of citizens to grab coupons. Changsha consumers can receive "RMB 50 less than RMB 200" coupons on cloud flash payment and Changsha City coupons of different amounts such as "RMB 99 less than RMB 25" on other apps. On June 18, Haikou released a new round of government consumption coupons. Each citizen can receive at most one tax-free consumption coupon and two general consumption coupons. The tax-free consumption coupons of "200 yuan less than 2000 yuan" can be used in four duty-free stores in Haikou. There are six types of general consumption coupons, with a maximum reduction of 110 yuan. New distribution method - in Chengdu, the first batch of Chengdu Digital RMB consumption coupons were issued on June 10, attracting more than 160000 Chengdu consumers to receive consumption coupons on the first day of distribution. On June 17, Chengdu issued the second wave of RMB online consumption vouchers. Accurate investment: special consumption coupons have been issued in many areas, such as catering, cultural tourism, automobile, etc., where the business decline is obvious affected by the epidemic and the driving force is strong. On June 17, Xixian new area issued 10million yuan of automobile consumption subsidies to consumers in Xi'an and Xianyang. Zhengzhou began to issue 200million yuan of automobile consumption coupons on June 1. Shandong Province plans to invest 500million yuan and issue 150000 automobile consumption coupons. Qinghai Province recently issued 20million yuan of cultural tourism consumption coupons in batches and installments through cloud flash payment, Ctrip and other online platforms. Different regions also show different priorities. For example, Beijing supports green and energy-saving consumption, and Fujian and Qinghai support cultural and tourism consumption. Consumption coupons have obvious pulling effect —— The sales volume of online and offline commodities has increased significantly, and the enterprise has more sufficient production power What is the pulling effect of consumption vouchers? Guanghua School of management of Peking University and ant group research institute previously jointly released a report that the government's consumption subsidy of 1 yuan can drive an average of more than 3.5 yuan of new consumption. According to the Hangzhou Municipal Bureau of Commerce, from 20:00 on June 17, Hangzhou issued the first phase of 2022 digital consumption coupons, and 2million coupons (10million consumption coupons) with a total amount of 100million yuan were fully applied for within 25 minutes. As of 15:00 on June 19, 3.0732 million consumer vouchers had been written off, with a write off amount of 31.5878 million yuan, and the consumption directly driven by consumer vouchers reached 504million yuan. "Consumption vouchers are a form of government transfer payment, which can reduce the pressure on consumers to purchase goods and services. They have a multiplier effect and play a role in stimulating consumption, promoting investment and stabilizing employment." Hongyong, an associate researcher of the E-commerce Research Institute of the Research Institute of the Ministry of Commerce, told our reporter. Consumers enjoy preferential policies, and the sales of online and offline goods have increased significantly. In Changsha, jd.com cooperated with the local government for the first time to carry out the distribution of consumer vouchers, attracting more than 1200 local offline stores. "The consumption coupons have an obvious effect on our sales." Songhuasong, President of Bufeng Lianhua Hunan region, said, "since June, our online sales have increased by more than 250% year-on-year through consumer vouchers and the help of '6.18'. The promotion atmosphere of online and offline interaction, combined with the subsidies and concessions of the government, platform enterprises and the brand itself, has made maximum profits for users, resulting in a significant increase in the brand's online orders and store arrival passengers." In the view of many offline stores, consumption vouchers have accumulated customer flow for the stores, and there are more and more repeat customers, playing a long-term supporting role. Not only consumers and commercial enterprises, but also all kinds of manufacturing enterprises in the field covered by consumption coupons make profits from consumption coupons. As one of the participating brands of Beijing green energy-saving consumption vouchers, Liu Yi, vice president of Xiaomi group in China, said that the issuance of consumption vouchers will help further promote the upgrading of consumption quality and drive the growth of brand sales. During the "6 · 18" period, a large number of consumers bought Xiaomi products after receiving consumption vouchers, driving the hot sales of many Xiaomi smart products. Automobile is a pillar industry of the national economy, and automobile consumption accounts for a relatively high proportion in the total retail sales of domestic social consumer goods. Since this year, affected by the epidemic, automobile production and sales have declined significantly. In order to promote automobile consumption, more automobile consumption vouchers have been issued and other consumption promotion policies have been superimposed, which has achieved certain results. According to the data of China Automobile Industry Association, the domestic automobile sales in May increased by 57.6% month on month, showing a warming trend. The improvement of automobile production and sales has also driven the increase of demand in the after-sales market, and the consumption of automobile maintenance, repair, leasing and other services is growing well. Balancing supply and demand is a long-term solution —— Reasonably set the amount of consumer vouchers, enrich the distribution channels, and rely on digital intelligence technology to achieve supply and demand matching 7 seconds! At 20:00 on June 13, after the official launch of the "2022 preferential purchase in Hubei" activity, the first coupon was snatched away in only 7 seconds. Just 39 seconds after 20:00, a consumer in Wuhan used a meal coupon of "over 240 yuan minus 80 yuan" through cloud flash payment. Consumer vouchers are recognized by the people, especially those with large discounts and wide coverage, which often attract consumers to scramble for them once they are issued. However, there are also areas where consumers want to improve. It is difficult for middle-aged and elderly consumers to get vouchers that need to be sold quickly. Aunt song, 62, said: "although I have a smart phone, I am not skilled in 'playing'. It is OK to send wechat and surf the Internet at ordinary times. It is difficult to grab tickets." In the interview, many middle-aged and elderly people reported that the issuance and use of consumption vouchers were mainly online, and either they could not find access to them, or they could not compete with young people who were faster. In this regard, relevant experts suggest that the "two pronged" approach can be taken to issue consumption vouchers online and offline. While issuing electronic consumption coupons on the online platform, a certain number of paper consumption coupons will be issued through relevant institutions and merchants, or bound with elderly cards to help middle-aged and elderly consumers effectively enjoy dividends. Some young people also reported that although they got the consumption vouchers, there were many restrictions on their use, and some of them could not be used even after they got them. According to Hong Yong's analysis, different methods should be adopted for the issuance and use of consumer vouchers according to regional differences, industry differences, user differences, etc. First, fully investigate and demonstrate, grasp the rhythm of the issuance of consumer vouchers, and reasonably set the amount of consumer vouchers. Second, enrich the distribution channels of consumption vouchers, use a variety of platforms and methods to distribute consumption vouchers, simplify the collection process and reduce the threshold of collection. Third, expand the coverage of consumption vouchers. For the elderly, the disabled and other special groups, the government can directly issue consumption vouchers to the elderly and the disabled, and increase the proportion of general consumption vouchers to bridge the "digital divide". Issuing consumption coupons is one of the effective means to promote consumption. However, in Hong Yong's view, if consumption coupons are only issued frequently for many times and lack of supporting policy support, the effect of promoting consumption will gradually weaken. In the long run, promoting consumption should still focus on both supply and demand. Rely on digital intelligence technology to achieve supply and demand matching. JD smart city consumption promotion platform not only provides consumption coupons for Beijing Economic and Technological Development Zone, but also analyzes consumption in real time through big data. It can not only master which consumer categories are more popular, timely adjust the issuance of consumption coupons, improve the write off rate and leverage ratio of consumption coupons, but also provide some reference for regional consumption format layout and business development planning. With the issuance of a new wave of consumer vouchers, the recovery of consumption is gradually clear. "The decline in the total retail sales of consumer goods in May was significantly narrowed. With the gradual restoration of living order, the pace of consumption recovery will also be accelerated." Fulinghui, director of the national economic comprehensive statistics department of the National Bureau of statistics, said. (Xinhua News Agency)