Since the beginning of this year, the epidemic has broken out at many points, and the complexity, severity and uncertainty of the internal and external economic development environment have increased. Building a consumption center city is an urgent need to stabilize the economic market and promote economic growth; It is also an internal demand to promote high-quality development and create a high-quality life; It is also an important measure to expand domestic demand and serve to build a new development pattern.
In order to promote the upgrading and expansion of consumption in Guangdong Province, enhance the effect of consumption agglomeration, and combine the cultivation and development of international consumption center cities and regional consumption center cities, on August 26, it was led by Guangdong Provincial Department of Commerce and Shenzhen Municipal People’s Government, undertaken by Shenzhen Municipal Bureau of Commerce and Shenzhen Futian District People’s Government, and co-organized by Guangzhou, Zhuhai, Shantou, Foshan and other Guangdong multi-city commercial bureaus.Launching Ceremony of 2022 Guangdong Consumer Center Urban Characteristic Activities and Consumer Center Urban Development ForumSuccessfully held in Shenzhen.
Sub-theme, focused and regionalCarry out consumption promotion activities
At the event site, Guangdong "1+1+8+N" consumption center city was announced.Fully launch a three-month special consumption activity.Cities will focus on brand consumption, platform consumption, first-store consumption and tax-free consumption, focus on the first-store launch of high-quality brands, promote the cultivation of local consumer brands, and develop business travel and cultural linkage consumption.Carry out the activities of promoting consumption in eight major consumption centers in a thematic, focused and regional way.To create a new landmark for consumption.
Among them, Guangzhou was held."Chinese Cuisine Fair" and Guangdong-Hong Kong-Macao Greater Bay Area Food Carnival in 2022With catering as the carrier, it shows the new vitality of the old city of Guangzhou and the characteristics of Guangdong-Hong Kong-Macao Greater Bay Area, and promotes the catering culture.
Held in Shenzhen"2022 Shenzhen Shopping Season" Promotes Consumption ActivitiesFocusing on the three themes of "Happy Shopping in August, Fashion Shopping in September and Brand Shopping in October", a series of theme activities were carried out in nine directions of "cultural and sports tourism, night economy, food and beverage, information consumption, Z generation consumption, business circle consumption, e-commerce live broadcast, exhibition consumption and automobile consumption", and all districts were organized to create "one district and one festival".
Zhuhai, Foshan, Dongguan, Shantou, Zhanjiang and Shaoguan launched the theme series of "Quality Consumption and Green Peer" to promote consumption.Such as "88 Foshan Summer Tesco Carnival Month", "Tesco Dongguan" consumption promotion activities, "Tesco Shantou consumption benefiting the people", Zhanjiang Binhai Cultural Tourism Consumption Festival, Shaoguan Golden Autumn Consumption Festival, etc.
The eight major cities will also focus on key categories such as automobiles, household appliances, furniture, cosmetics, clothing bags, as well as new consumption hotspots such as the first store launch, time-honored brands, local specialty restaurants, green travel, national fashion brands, local famous and special new products, and organize special events such as the global launch season, the international beauty festival, and the fashion shopping festival to further tap the consumption potential of key commodities, gather global high-quality consumption resources, accelerate the cultivation of new and upgraded consumption, and lead the way.
Exploration on the construction path of Guangdong’s consumption center city
In addition, a theme forum was held on the spot, inviting people fromExperts from the Ministry of Commerce of the People’s Republic of China, relevant leaders from the Guangdong Provincial Department of Commerce, the Guangzhou-Shenzhen Municipal Government and the Bureau of Commerce, and entities such as tech, dtz, retail and apparel associations, exhibitions, shopping centers and brands.Representatives of related fields, andexperts and scholarsFrom the perspectives of top-level design, urban management, industry cultivation and consumption promotion, this paper discusses the construction path of Guangdong’s consumption center city.
Luo Lianjin, member of the Party Group and first-class inspector of Guangdong Provincial Department of Commerce:
Guangdong is the largest consumption province in China, and its consumer market has a profound cultural background, which has a good foundation for cultivating and building a consumer center city. From January to July this year, the total retail sales of social consumer goods in the province was 2.54 trillion, up 1.4% year-on-year, and the growth rate was 1.6 percentage points higher than that of the whole country, and it continued to rank first in the country.
Taking the construction project of Guangdong-Hong Kong-Macao Greater Bay Area International Consumer Hub as the starting point, Guangdong has initially constructed the pattern of "1+1+6" consumer center city, which will lead Guangdong to realize consumption upgrading and expansion. Luo Lianjin put forward three requirements for this:
First, Guangzhou has taken the lead in cultivating and building an international consumption center city, which has achieved initial results. I hope that Guangzhou and Shenzhen will continue to play a leading role.Guangzhou can be different from Shanghai, Beijing and other cities, and embark on a development path of an international consumption center city with Guangzhou characteristics; Shenzhen should strive to build a new landmark of top consumption in the Bay Area and actively create an international consumption center city;
Second, Zhuhai, Shantou, Foshan, Shaoguan, Dongguan and Zhanjiang, six regional consumption centers, continue to play a leading role in radiation.: Zhuhai, Foshan and Dongguan benchmark Guangzhou as an international consumption center city, pay close attention to the implementation plan of the consumption center city, strive to build the city’s core competitiveness, and promote the upgrading and expansion of consumption; Zhanjiang and Shantou are sub-central cities in the province, and Shaoguan is a node city in the northern ecological zone, which should shoulder the historical responsibility of high-level consumption development;
Thirdly, it is hoped that other cities will integrate resources according to the development standards of consumer center cities, and make practical efforts to promote the upgrading and expansion of local consumption.
Yao Ren, Deputy Secretary General of Shenzhen Municipal People’s Government:
This year, Shenzhen has put forward 27 hard-core measures to build an international consumption center city and an international trade center city based in Greater Bay Area, radiating the whole country and facing the world, and to gather the world’s top consumption resources, cultivate innovative and leading commercial enterprises, and create a new multi-level and diversified consumption scene.
At the same time, the "Action Plan on Promoting Consumption Expansion and Quality Improvement and Creating New Consumption Demand" was formulated, which provided strong support for promoting a virtuous cycle of supply and demand in Shenzhen and promoting the formation of a strong endogenous market.
Li Danghui, the top designer of China’s international consumption center urban policy and deputy director of the Department of Market Operation and Consumption Promotion of the Ministry of Commerce;
Guangdong’s consumer market has a good foundation and a large scale, and the total retail sales of social consumer goods has remained the first in the country for many years, accounting for more than 10% of the country’s total, which has played the role of a national consumer market stabilizer.
The Ministry of Commerce, together with Guangdong Province, will resolutely implement the decision-making arrangements of the CPC Central Committee and the State Council, focus on "international", closely follow "consumption" and highlight "center".As soon as possible, Guangzhou will be built into an international consumption center city with both international style and southern Guangdong charm.
Guan Lixin, senior expert in urban policy of the International Consumer Center, deputy director and researcher of the Institute of Circulation and Consumption of the Institute of International Trade and Economic Cooperation of the Ministry of Commerce:
At present, China’s economic and social development is in a critical period of structural adjustment and power transformation. The important task of accelerating the construction of a new development pattern requires international consumer center cities to give better play to the leading and driving role of consumption.
In order to build a high-level international consumption center city, Guangdong needs to continue to make efforts to improve the level of consumption supply, improve consumption facilities and improve the consumption environment.
· Based on the international vision, gather high-quality consumption resources, focus on highlighting the characteristics of different cities, realize misplaced development, and guide local enterprises to improve the supply level of high-quality goods and services;
· Promote the opening-up of education, sports, medical care, cultural and creative services, effectively release the potential of service consumption, actively carry out international exchanges and competitions in the field of service consumption, and enhance the international visibility and influence of China services.
· Integrate innovative and diversified consumption scenarios, conform to the development trend of digital economy, enhance the convenience and intelligence level of consumption scenarios with the help of digital technology empowerment, and organically integrate new consumption with the development of smart cities.
· Improve the infrastructure construction related to consumption, optimize the convenient and efficient three-dimensional transportation network, improve the market supervision and consumer rights protection system, attach importance to building service brands made in China and China, and create an internationally competitive consumption environment.
Zhen Shiqi, Managing Director of Commercial Real Estate Department of China District, dtz, shared the theme of "The Characteristic Development Road of International Consumer Center City":
Zhen Shiqi comprehensively analyzed new york, Paris, London, Tokyo, Dubai, Shanghai and other international consumption center cities, and concluded that building an international consumption center city should have the following characteristics:
· The city where the business circle is located has a highly developed economic level and a high-level service system.
· With international and large-scale global consumer groups.
· A global commercial landmark with high content and recognition
· International cultural soft power with historical and modern compatibility and unique charm.
· Create a consumption operation platform for global aggregation and allocation of resources
· It has a legal business environment and a sophisticated consumer service system.
Focusing on the commercial and trade development level and urban positioning of many cities in Guangdong, we should pay attention to tapping the characteristic advantages of each city, coordinate the development of "1+1+6" urban consumption, and build consumption centers with different echelon distribution and mutual promotion.
At the same time, he mentioned that to achieve a great leap in Guangdong’s future consumption development, we must grasp three goals, including the transformation of inefficient consumer cities, the upgrading of characteristic consumer cities and the excavation of potential consumer cities.
Wu Chuankun, Chairman of Win tech and Vice President of China Business Federation, brought the theme of Guangdong Urban Business Analysis Report to share:
Wu Chuankun mainly shows the commercial development level of Guangdong’s consumer center cities from the data level, as well as the development differences with other key provinces and cities in China.
Judging from the level of commercial developmentGuangdong’s commercial stock ranks first in the country, and its commercial development base is excellent. However, judging from the incremental performance of business in the next three years, Jiangsu will surpass Guangdong and become the first in the country.
From the perspective of commercial development structureGuangzhou, Shenzhen, Foshan, Dongguan, Huizhou and Zhongshan in Guangdong Province were shortlisted in the national urban commercial power index TOP50, but compared with Jiangsu Province, 13 cities in Guangdong Province were shortlisted, indicating that there is still room for improvement in Guangdong Province.
The stationing data of chain developers and chain brands reflect the attractiveness of urban commerce to some extent. Chain developers prefer East China and Southwest China, and the number of chain developers of Guangzhou-Shenzhen commercial real estate is relatively backward.
The occupancy rate of chain brands in Shenzhen ranks fifth in China, which is not far from Chengdu, Shanghai, Beijing and Wuhan. However, Guangzhou obviously lags behind the above cities, with a gap of about 10%, ranking tenth in China. Measures should be greatly strengthened to enhance the commercial attractiveness of the city.
From the analysis of commercial development patternShanghai, Beijing, Shenzhen, Suzhou, Wuhan and Chengdu have formed a multi-center development pattern; Guangzhou, Chongqing, Hangzhou, Tianjin and Nanjing are still in the process of developing from single center to multi-center.
Focusing on six regional consumption center cities, Zhuhai, Shaoguan and Foshan have strong development potential in the future increment of shopping centers;
Judging from the situation of passenger flow recovery, passenger flow recovery can be regarded as an important prerequisite for the recovery of sales in shopping malls. At present, the passenger flow of commercial projects in the business circle has returned to the same level of last year, and the passenger flow in Dongguan, Foshan and Shantou has performed well, which shows that the dark moment of physical commerce has passed.
Looking forward to the future, how can Foshan enlarge the benefits of the same city as Guangzhou and Foshan, and how can Shantou make up for the shortage of commercial supply? How does Zhanjiang avoid severe commercial homogenization? Zhuhai has a large commercial development space, but how to solve the problem of insufficient permanent population? The young population in Dongguan is relatively high, second only to Shenzhen, but the business circle is scattered …
Generally speaking,In the future, six regional consumption center cities should fully grasp the advantages and opportunities of the city, avoid the shortcomings and tap the unique commercial charm of the city.
//High-end Dialogue 1: From the perspective of top-level design and urban management, discuss how to build a consumer center city.
Guest host:Zhen Shiqi, Managing Director of Commercial Real Estate Department of China District, dtz
Dialogue guests:
Mao Yanhua, Dean of the Institute of Regional Opening and Cooperation of Sun Yat-sen University and Professor of the Institute of Guangdong, Hong Kong and Macao Development of Sun Yat-sen University.
Lin Hong, a first-class researcher of Guangzhou Municipal Bureau of Commerce.
Liu Mian, Director of Circulation and Consumption Promotion Department of Shenzhen Municipal Bureau of Commerce
Cao Zhongxiong, Director of Institute of Digital Strategy and Economics, China (Shenzhen) Comprehensive Development Research Institute.
Xu Wenqiang, Ph.D. and Dean of Prospective Industry Research Institute, University of California, Berkeley.
Mao Yanhua, Dean of the Institute of Regional Opening and Cooperation of Sun Yat-sen University and Professor of the Institute of Guangdong, Hong Kong and Macao Development of Sun Yat-sen University.
Consumption is the inevitable trend of economic development. As a big economic province, it is very important for Guangdong to play a leading role in consumption and how to keep consumption at home. We should think about how to improve the quality of goods and services and stimulate consumption power.
Lin Hong, a first-class researcher of Guangzhou Municipal Bureau of Commerce.
As a Millennium business capital, Guangzhou has a good brand and story in the traditional service field, and its industry, service and traffic still have its advantages and characteristics in the whole country.
From the consumer market,Guangzhou should build an industrial consumption systemFor example, in the automobile industry, if the city is taken as a unit, Guangzhou’s total automobile output ranks first in the country; The daily use of beauty cosmetics has reached a scale of over 100 billion yuan … Guangzhou has promoted the construction of the consumption system of "consumption+fashion" and "consumption+car" from the government level in combination with the actual situation of the city.
Guangzhou is a hub city, and both Guangzhou South Railway Station and the number of urban tourists rank among the top in the country. Based on this,Guangzhou actively promotes the creation of tourist destinations.And create 100 punch-in attractions and other actions.In order to improve the retention of traffic and promote consumption growth.
On the service level, Guangzhou has the first five-star hotel, the first commercial complex, and the dual titles of "Chinese Food Capital" and "International Food Capital".Guangzhou constantly builds and consolidates the city’s service system.To promote the improvement of service-oriented consumption.
Liu Mian, Director of Circulation and Consumption Promotion Department of Shenzhen Municipal Bureau of Commerce
In the past, for Shenzhen, the labels that people thought of might be innovation, science and technology, industry, finance, etc., and few people thought of consumption, because this city is a place to start a business and make money, not a place to spend money.
But in recent years, this situation has changed obviously.
There are mainly the following reasons:
· Adequate supply:Shenzhen has a good foundation for industrial science and technology innovation, and has cultivated many local brands, including high-end women’s wear, high-end watches, glasses, gold jewelry, etc. In the field of consumer electronics, Huawei, Glory and DJI, as Shenzhen brands, have grown into excellent brands at home and abroad.
Strong demand:Shenzhen is a young city, and young people’s consumption concept has changed greatly. They don’t have to buy a car, buy a house or get married, but they must be good to themselves, which has spawned a self-respecting economy. In addition, data from third-party platforms show that Shenzhen’s late-night consumption ranks first in the country.
On the one hand, this kind of consumption power needs higher income, on the other hand, it is a strong desire to buy.
Commercial carriers are fully supplied and distinctive;The stock of commercial complexes in Shenzhen ranks among the top in China, and commercial carriers with urban characteristics provide consumers with rich commercial experiences.
Next, there will be some special commercial carriers, such as the largest legoland in China and the World of Ice and Snow, which are all under construction, and will further lead the consumption upgrade in the future.
On the whole, Shenzhen has great consumption potential. In order to promote the construction of Shenzhen as an international consumption center city, Shenzhen has also set several development directions: a global center of consumption innovation, an important residence of international brands, a world window made in China, a fashion capital that leads the trend, etc. It is hoped that through these positioning, the consumption formats and brands of the whole city will be further enriched, local consumption will be retained, and foreign consumption will be attracted.
Cao Zhongxiong, Director of Institute of Digital Strategy and Economics, China (Shenzhen) Comprehensive Development Research Institute.
In order to play a leading role in building an international consumption center city, Guangzhou and Shenzhen should first find the characteristics of the city and guide the new consumption system and culture.
Xu Wenqiang, Ph.D. and Dean of Prospective Industry Research Institute, University of California, Berkeley.
Drawing lessons from the construction experience of Paris, new york and other international consumption centers, we can see that they have created different types of platform economy such as NBA, Broadway or other events, and attracted many high-end talents from all over the world.
Only some people have consumption, so to build an international consumption center city, we should create an open and inclusive environment and set up a more flexible mechanism system from the top design, such as reducing the restrictions on foreign personnel exchanges to a certain extent, such as visa-free 5-day tour, tax exemption and tax refund policy for shopping consumption, etc.
//The second theme: From the perspective of industry cultivation and consumption promotion, discuss how to build a consumption center city.
Guest host:Wu Chuankun, Chairman of Win tech and Vice President of China Business Federation
Dialogue guests:
Chief Executive Officer of Cuihua Group (China District) Tang Yihan
Liu Songping, President of Guangdong Exhibition Enterprise Association and Vice President of China Exhibition Economic Research Association.
Wen Danfeng, Dean of Guangdong Global Industrial Innovation Research Institute and Chief Data Officer of Guangdong Garment Association
Xie Yongming, Vice President of Shenzhen Retail Business Association
Ou Wei, General Manager of Shenye Management Co., Ltd.
Chief Executive Officer of Cuihua Group (China District) Tang Yihan
If we only tap the time-honored brand culture, we may not be able to catch the attention of young people for a long time. Building a consumption center city is actually the integration of old and new cultures, so that culture can be passed on.
Take Cuihua as an example. On the surface, it is a catering brand, but it actually carries Hong Kong’s characteristic catering culture and consumption culture. If we continue to inherit the culture and produce richer content, the brand vitality will last forever.
Liu Songping, President of Guangdong Exhibition Enterprise Association and Vice President of China Exhibition Economic Research Association.
The exhibition will be the tipping point of a consumer goods market to build and cultivate a consumption center city. Because the basic feature of exhibition is the gathering of people, the food, shelter and transportation it produces directly drive consumption, which reflects the business environment and consumption power of the city. Therefore, it is necessary to build a consumption center city with distinctive exhibition activities.
Dean of Guangdong Global Industrial Innovation Research Institute and chief data officer Wendanfeng of Guangdong Garment Association.
The consumption center city is inseparable from the fashion and manufacturing industries.
The construction of Guangdong’s consumer center city is an opportunity for the clothing industry, which will promote the reform and adjustment of the supply side of the clothing industry and promote the more integrated development of industry and consumption, thus helping to build a consumer center city.
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Xie Yongming, Vice President of Shenzhen Retail Business Association
In order to build Guangdong into a consumption center city, the core is to bravely propose to build China’s own high-end consumption display window, so as to better show it to the world in Guangdong cities and lead future consumption. For example, Shenzhen’s Huawei and BYD (002594) are all leading brands in the world.
The second is to create a smart business circle, that is, the application of technology in consumption. For example, on an APP, you can display all the goods in the whole business circle. Consumers only need to input the demand label, so that they can recommend goods in a targeted manner, so that technology can be better presented in the retail industry and serve consumers.
Ou Wei, General Manager of Shenye Management Co., Ltd.
For building a consumption center city, the consumption platform is very important. Landmark projects and consumption scenes can attract passengers to gather and stay.
Therefore, when planning and building commercial projects, we should not only consider the benefits of enterprises themselves, but also consider the relationship between projects and cities from the perspective of social responsibility, so that the traditions and characteristics of cities can be integrated into commercial projects to help build a consumption center city.
