Recently, China Internet Network Information Center (CNNIC) released the Blue Book of Internet Assisting Digital Consumption Development (hereinafter referred to as the Blue Book). The Blue Book shows that the Internet continues to play an active role in promoting the development of new consumption patterns, driving the formation of new consumption hotspots, and promoting the rise of new consumer groups, helping digital consumption to become an important engine for expanding domestic demand and promoting high-quality economic development.

　　At present, the number of online shopping users in China has exceeded 900 million, and the number of users who buy domestic "fashionable goods" and green goods has reached 530 million and 230 million respectively.

　　The growth point of digital consumption is constantly emerging.

　　The development of Internet technology has promoted the expansion of consumption scenes from offline to online, and the objects of consumption have expanded from physical objects to digital products and contents, which has also accelerated the formation of a large number of new consumption growth points such as domestic "trendy" consumption and entertainment and tourism consumption.

　　The consumption performance of domestic "trendy products" is bright. Among the online shopping users, nearly 60% have bought domestic "trendy products", and 66.5% of domestic "trendy products" users believe that the quality of domestic products has not lost to foreign brands.

　　During the "618" period, among the top ten brands in online retail sales, domestic brands occupied six seats, and the sales of "new Chinese" related products increased significantly.

　　The consumption of recreational tourism has increased rapidly. By creating IP hotspots of cultural tourism, the short video platform will drive unpopular tourism such as "county tour" and "small town tour" to continue to heat up, and promote new scenes of cultural tourism consumption such as "city stroll", "camping economy" and "night economy" to emerge constantly.

　　According to the data in the Blue Book, the number of online travel booking users in China has exceeded 500 million, a year-on-year increase of more than 20%. From January to April this year, online travel consumption increased by 77.6%. The total spending of domestic tourists during the May 1 holiday increased by 12.7% year-on-year, and by 13.5% compared with the same period in 2019.

　　Digital consumer groups are constantly rising.

　　As the Internet technology dividend continues to benefit all people, the digital consumer groups continue to break the restrictions of age, gender, region and other factors, and new digital consumption forces such as "post-90 s", "post-00 s", "silver-haired people", female groups and rural groups have emerged.

　　"Post-90s" and "post-00s" are the main force of digital consumption, with the utilization rate of online shopping reaching 95.1% and 88.5% respectively, and they are active in the fields of personalized consumption, domestic consumption and intelligent consumption.

　　"Silver-haired people" are the growth poles of digital consumption. The online shopping rate of silver-haired netizens aged 60 and above in China is 69.8%. "Silver-haired people" are relatively prominent in the consumption of health care, entertainment and tourism, and the trend of healthy and enjoyable consumption is obvious.

　　Women are an important group of digital consumption. According to the data in the Blue Book, the online shopping rate of women is 85.4%, and their consumption in beauty care, clothing, gold and silver jewelry and other categories is more prominent. The online shopping ratio is 27.9, 8.1 and 2.8 percentage points higher than that of men.

　　Rural netizens are the potential power of digital consumption. The online consumption ability of rural netizens has been continuously enhanced, and the proportion of online shopping has reached 76.7%; Rural netizens are more keen on shopping on short video platforms, and the usage ratio is 1.2 percentage points higher than that of urban netizens.

　　Digital consumption creates a new way of life

　　With the development of Internet technology, new consumption patterns such as green consumption, healthy consumption and intelligent consumption are constantly shaping people’s lifestyles.

　　The concept of green consumption has gradually entered the hearts of the people. According to the data in the Blue Book, 25% of online shopping users have bought green energy-saving products in the past six months. New energy vehicles have become an important growth engine, and the production and sales of new energy vehicles in China have ranked first in the world for nine consecutive years.

　　The demand for healthy consumption is constantly emerging. Users who have purchased health and wellness products account for 26.1% of online shopping users. With the concept of healthy living being paid more and more attention, healthy products and technologies continue to break through innovation, which accelerates the release of healthy consumer market demand.

　　The intelligent trend of home appliances is obvious. Users who have purchased smart home products account for 25% of online shopping users. Smart life brings convenience, health, safety, intelligence, energy saving and low carbon, which can better meet people’s needs for a better life.

　　Technological innovation drives digital consumption to flourish.

　　Chen Jing, a senior analyst at China Internet Network Information Center, said that with the rapid development and application of digital technologies such as the Internet, big data and artificial intelligence, the time and space boundaries of consumption have been continuously broken and consumption scenarios have been innovated, providing technical support for digital consumption. Relying on the new mode and new scene promoted by the Internet and digital technology, digital consumption has flourished and become an important force driving consumption growth.

　　First, the live broadcast and short video e-commerce model promotes consumption transformation. Among the users who watched the short video/live broadcast, 71.2% users bought goods because of watching the short video/live broadcast, and 53.7% users often watched the live broadcast with goods. 31.9% of online shopping users said that "consumption decisions will be greatly influenced by short videos, live broadcasts and social platforms". The mode of live broadcast, short video and content e-commerce is becoming an important factor affecting the decision-making of digital consumption, forming a decision-making path of "planting grass", placing orders and sharing.

　　Second, the instant retail model expands the consumption boundary of life services. In the last six months, users who bought instant delivery such as "Tongcheng Da" accounted for 26.4% of online shopping users. Instant retail consumption expands the consumption boundary from fixed places to various dynamic scenes such as parks and on the way to work by tapping the consumption potential of supermarkets, delivering medicines, buying vegetables and running errands, which meets the instant consumption demand of the "15-minute" convenience life service circle, expands the service scope of physical stores and allows consumers to enjoy convenient life.

　　Third, cross-border e-commerce and rural e-commerce models have unblocked international and domestic markets. In the first quarter of 2024, the import and export volume of cross-border e-commerce in China was 577.6 billion yuan, a year-on-year increase of 9.6%, of which cross-border imports were 129.6 billion yuan. Overseas quality products reach more consumers through cross-border e-commerce platforms, allowing consumers to easily "buy the world" at home. In the first quarter, the online retail sales of rural areas exceeded 570 billion yuan, an increase of 12.1%, and the online retail sales of agricultural products increased by 28.2%. The continuous improvement of e-commerce network and logistics system provides support for rural residents’ digital consumption and further activates the rural big market. At the same time, rural e-commerce helps agricultural products to go up and increase farmers’ income by means of "production and sowing" and "ground sowing". (Reporter Cao Yali)

　　Transferred from: china industry news

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Extended reading

With the rapid development of science and technology, financial technology is reshaping the banking industry with a rapid trend. The integration of banking and financial technology has not only changed the operation mode and service mode of banks, but also brought new investment opportunities for investors.

First of all, in the field of payment, the rise of mobile payment and digital wallet makes payment more convenient and efficient. In cooperation with financial technology companies, banks have launched various innovative payment solutions, such as QR code payment, fingerprint payment, and face-brushing payment. The popularity of these payment methods not only improves the payment experience of consumers, but also brings huge business opportunities for payment service providers. Investors can pay attention to those enterprises that have advantages in payment technology research and development and payment platform operation, such as the technology companies behind Alipay and WeChat payment, and enterprises that provide payment security solutions.

Secondly, credit business is also an important field of integration of banking and financial technology. Financial technology companies use big data, artificial intelligence and other technologies to evaluate the credit status of borrowers more accurately, which reduces the credit risk. At the same time, the emergence of online credit platform makes the loan application and approval process more convenient and improves the credit efficiency. Investors can pay attention to financial technology companies that focus on online credit business and have advanced risk control technology, as well as enterprises that cooperate with banks to carry out joint loan business.

Furthermore, the field of wealth management has also undergone profound changes due to the integration of financial technology. As a new wealth management service model, intelligent investment provides investors with personalized investment suggestions and asset allocation schemes by using algorithms and models. This service mode not only lowers the threshold of wealth management, but also improves the scientific nature of investment decision. Investors can pay attention to those enterprises that have advantages in smart investment technology research and development and wealth management platform operation.

In addition, the application of blockchain technology in the banking field has also brought new possibilities for investment. The decentralized and tamper-proof characteristics of blockchain have significantly improved the business efficiency of banks in cross-border payment, trade finance, supply chain finance and other fields. Investors can pay attention to those enterprises that have a leading position in blockchain technology research and development and blockchain application scenario expansion.

In order to compare investment opportunities in different fields more intuitively, the following is a simple table:

This paper is generated by AI algorithm, for reference only, and does not involve investment advice, so it is used at your own risk.

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