2020 Spring Festival is so unusual. Along with new crown pneumonia outbreak, a nationwide online, offline consumption "rainbow night."
The outbreak coincided with the traditional Chinese New Year holidays, hotels, transportation, restaurants, movies and entertainment industries shopping season becomes off-season. In order to avoid people gather during the Spring Festival, to prevent the spread of the epidemic, have taken over the closed management, return to work delayed resumption of production and other measures. Weakened consumer willingness to go out and spend, January and February consumer industry is facing considerable pressure this year.
According to the National Statistics Office released data show that from January - February retail sales fell 20.5 percent year on year. Among them, food and beverage revenue 419.4 billion yuan, down 43.1% year on year; retail sales down 17.6%. Retail, the gold and silver jewelry sales fell 41.1%, motor vehicles down 37 percent, furniture decreased 33.5%, 30.5% decline in building materials, household appliances decreased by 30%.
But laser Finance believes that consumer goods industry "crisis", "machine" co-exist. Offline consumption severely affected by the consumption of services is "dangerous", is the rebound is brewing in the "machine", ushered in opportunities for development of online consumer is also a "machine."
After all, during the epidemic, consumers consciously go outside, to cook at home. Consumer consumption far more than the necessities of life services, online contactless fresh main electricity supplier has also ushered in user and customer price double the amount of dividend growth period.
After the outbreak was suppressed for several months of service or consumer demand will usher in a rebound, but also lead to more demand for consumer credit. Consumer finance companies can take the opportunity to launch a strong demand for the scene staging products, occupy the minds of consumers while expanding market share, and create a good and reliable corporate image.
01 necessities consumption is higher than the consumption of services
During the epidemic, meat and eggs retail sales rose 37.8%, vegetables retail sales rose 27.1%. Negative growth in service sector data, the index fell over 13%. The above data confirms the point: the necessities of life consumer behavior than service consumption.
With supermarkets, for example, as to meet the basic needs of the people's livelihood industry, offering fresh food and daily necessities small elasticity of demand, will not easily be ups and downs. On this basis, by the inhabitants during epidemic store goods, home cooking and transfers affect consumer demand, consumer orders supermarket usher in substantial growth.
For residents of the nearby supermarket, it acts as a go outside, it is necessary to increase the amount of a single consumer, a purchase enough life hoard goods. At the same time, most restaurants closed during the epidemic, only a small portion of the take-out service and a smaller scale. Residents cook by cooking behavior increase the impact, shift some aspects of catering to the needs of supermarkets.
In fact, significant growth in supermarket sales during the Spring Festival. Laser Finance has learned that in January this year, covering five provinces in southwest market backgammon supermarket sales grew 43%. Wumart sales surge during the Spring Festival, the amount of food normally appear three times a day growth, is about 700 tons. According to media reports, in January this year, Yonghui Supermarket sales of over 12.5 billion yuan of total sales, and sales of large number of items to achieve double-digit growth significantly.
Consumer necessities rise, while consumption of services usher in winter. Catering industry, for example, because people stay too long, and can not ensure good ventilation conditions of business to be the only safe option.
Considering the country's more than 20 million dining establishments in more than 90% of individual businesses, the weak ability to withstand risks, the need to boost holiday sales of the Spring Festival Golden ease the inventory, wages, rents bring financial pressure. But continued closure since the Spring Festival holiday, make food and beverage market is facing a re-shuffle.
In addition, the large chain brands are also severely affected. Sea fishing January 26 suspended in China (excluding Hong Kong, Macao and Taiwan regions) Hot Pot Restaurant store business, March 12 before announcing the 15 cities, the first batch of 85 stores resumed business, providing dine. Ninety nine January 26 announced a temporary halt to all store business, March 18 announced some stores (including self-employed and franchise stores) to resume operation. Po Po sipping sipping March accelerate the pace of return to work, gradually returned to dine-in service.
02 Online entertainment consumption is higher than the consumption of fresh offline
2019 perishable electricity supplier industry, many players had to leave. Stay radish stores nationwide have been closed, not because of the funding to the successful arrival of funds caused by strand breaks; fresh SUNYOUNG please 300 million in debt, closed more than 130 stores, more than a dozen executives were arrested; Kyrgyzstan and fresh traced to unfavorable financing, layoffs, CLOSE, financing announced last December failed; wonderful life close 80 stores, mobile client can not be used.
During the epidemic, fresh electricity providers online consumer business usher in the outbreak, reversing fresh turmoil electricity supplier industry trend to some extent.
During the epidemic, a second-tier city residents are attracted contactless advantage of online fresh electricity providers, try to buy fresh food online, go outside during the epidemic. Plus, with the increase in the number of online fresh procurement, distribution methods and quality of their goods is also increasingly recognized by consumers, the online consumer habits, consumer behavior go out the line corresponding reduction.
Laser Finance found that more than open fresh business online business grew significantly during the epidemic electricity supplier, meat, eggs, aquatic products, grain, and other general merchandise category as the main consumer target.
For example, New Year's Eve BUZZ buy food orders last month, an increase of over 300%, an increase of about 80% of overall orders, customer price increase of about 70%. US group to buy food in Beijing during the Spring Festival, the average daily volume of orders is two to three times previously. Excellent fresh daily said that 200 million of goods sold within one month of the outbreak, sold 30,735 tons of vegetables. Trading volume grew more than three times, customer price increase from 80 yuan to 120 yuan.
In stark contrast to the popular line of fresh electricity providers is to cinema as the representative of the line entertainment industry to usher in the winter.
For cinema, the Spring Festival has always been a prime time movie files harvest at the box office. Recalling the 2019 Spring Festival, the total box office revenue exceeded 5.8 billion yuan. This year, "Chinatown Holmes 3" "embarrassing mother," "late-bloomer" "win," "Emergency," "pioneer," "Bear haunt" Spring Festival seven-speed movie file are also eager to move toward the 70-80 one hundred million yuan at the box office.
Affected by the epidemic, more than seven-speed movie January 23 have announced the withdrawal of stalls, reflect another day. Movie theaters around the country in a state of closure, neither film screenings, and no spectators sell tickets.
As the first one to eat crab movie, "embarrassing mother" and byte beating cooperation, free screenings on watermelon video, hit "Free National People's New Year's Day watching the movie" slogan. The move behind its own considerations, on the one hand is limited by the Lunar New Year Spring Festival theme, difficult to grasp the opportunity to re-release, the box office may not be able to reach the expected 24 million. On the other hand after withdrawal of backlog files form the film company's cash flow, sold 600 million yuan price to beat bytes, also can not lose.
For byte beat, the harvest at low cost to sink a large number of user traffic. Calculated according to 50 yuan per ticket prices, "embarrassing mother," the equivalent of 2.4 billion yuan at the box office 48 million minimum guarantee viewing person / times. The average mobile Internet APP-acquisition costs 200 yuan / person, beating byte spend 600 million yuan to buy a movie, pay the equivalent of 300 million-acquisition costs. 3 million-acquisition costs: viewing 48 million person / times, beating byte achieve a very small investment, in exchange for huge downloads and activity.
03 brewing rebound after the end of the epidemic
During the outbreak, the majority of users spending will weaken, but the demand will not disappear, but delayed. After the end of the epidemic, had severely affected the tourism, catering, health beauty, education and other consumer scene or will usher in a new round of spring.
For financial institutions, in cooperation with the tourism, catering, medical beauty, education and other industry leaders, product development stage scene, no doubt the industry can enjoy dividend after the end of the outbreak. Has not yet been completed in order to develop tourism scene, whether it is Ctrip, Flying Pig, where to go, the way cattle and other travel platform, or Caesar tourism, North CYTS travel agency, etc., and Jingdong or the number of subjects such financial institutions, both early incoming.
During the epidemic, online consumer business soared, the advantages of its contact-free is also favored by consumers. After the outbreak benefit from the subscriber line or spending habits will continue, online electricity supplier APP-acquisition costs can be significantly decreased, increase downloads and activity, customer shopping unit price is expected to further improve.
Taking into account the presence of certain fresh electricity supplier business loss, in the homogenization of competition, the need to maintain profit margins are limited under price advantage, to use its own high frequency of high-quality cash flow of financial products, from members, prepaid, gradually deeply to shopping installments, cash lending and other services, but also a way of making money.
For financial institutions, we can work with online electricity supplier, embedded in financial products in its staging of APP by recording and interpretation of consumer identity, address, shopping and other data, analysis of potential consumer credit credit, thus for recommendation of loan products.
Laser Finance noted that a lot of fresh electronic business platform also intends to enter the consumer finance business. US food web has been exposed intends to set up consumer finance companies, finance and supply chain recruitment project / product manager, consumer finance project / product manager, supply chain finance and head of consumer finance line of business people in charge of finance sources.
Multi-Dmall operating companies are hiring recent consumer finance product manager, supply chain manager of financial products, financial products, operations manager and other staff. Their close Wumart Group, is to get the consumer finance third largest shareholder, holding 17.26% stake.
Insiders said that "retail itself would not be profiteering", "If you have to make money, consumer finance has great possibilities."