The momentum of digital consumption is gaining momentum, and a new scene of "no contact" has emerged

Source: Economic Daily

Since the outbreak of the epidemic, new consumption formats and models such as online fitness, online office, online medical treatment, and online entertainment have developed rapidly, giving birth to many new digital consumption scenarios that are "contactless" over the air.

"After the habit of going to the gym regularly was broken by the epidemic, I tried the 'FITURE Magic Mirror' brushed by the circle of friends to exercise at home. Originally wanted to temporarily replace offline fitness, I did not expect that it has now become the main way of daily exercise. Zhang Lin, a citizen of Dalian, said frankly that the help of new technology has made her experience far more than expected. Home fitness is not affected by the epidemic, less time cost on the road, and the price is cheaper than offline personal training classes. Zhang Lin said.

During this year's "Double 11", online sports and fitness products have received widespread attention from consumers, and domestic smart fitness mirror products represented by "FITURE Magic Mirror" have become the new favorites of many young people. According to data from enterprises, as of October this year, the average number of monthly training times for users of "FITURE Magic Mirror" reached 14.6 times, and the actual average cost of use was about 21.6 yuan to 44.5 yuan.

Like Zhang Lin, there are not a few consumers who have changed their living habits because of the epidemic. With the transformation of consumption patterns and consumer demand, China's online consumption has not only increased significantly, but also the consumer goods category has further expanded from the past digital, home appliances, food, clothing, home, skin care and cosmetics, etc., to the categories of offline consumption before the epidemic, such as daily miscellaneous fresh food, health services, sports and fitness.

"The epidemic has changed the living habits of family members, and washing hands, changing clothes and disinfecting at the door has become the norm." Zhang Xiaoshuang, a citizen of Dalian, said bluntly that after the epidemic, family members have paid more and more attention to home hygiene and health issues, and the online expenditure spent on medical treatment has increased significantly.

During the epidemic period, there are risks such as cross-infection in offline medical treatment, and the online "contactless" medical treatment model is widely accepted by consumers. At present, "Internet + Medical" allows patients to apply for all diagnosis and treatment services such as appointment registration, medical treatment, payment, online diagnosis and treatment, follow-up consultation, and condition consultation through mobile APP.

"The emergence of Internet hospitals has allowed us to get advice from professional doctors without leaving home, and we are willing to pay for our own health." Zhang Xiaoshuang said. According to ping an good doctor data, during the epidemic last year alone, the number of visits to the platform reached 1.11 billion, the number of newly registered users increased by 10 times, and the average daily visit volume of the platform reached 9 times that of usual. There is no doubt that the growth of numbers is the invisible praise given by consumers.

In addition to online fitness and online consultation, services such as online live streaming with goods and online "contactless delivery" ordering are increasingly favored by consumers. In addition, the inertial demand for entertainment service consumption has shifted to online, and offline box office, concerts and other consumer expenditures have shifted to online digital content payment, which has also boosted the growth of online entertainment service consumption.

Zhao Ping, vice president of the Research Institute of the China Council for the Promotion of International Trade, pointed out that there are still many places that need to be improved in the current online service consumer market as a whole. The demand for online service consumers is huge, but the supply capacity is insufficient, the demand has not been fully met, and the supply side is still difficult to match the demand in terms of scale, quality and structure.

In the post-epidemic era, from the demand side, the consumption channel has achieved a comprehensive leap from offline to online, and the change in family structure has triggered a comprehensive improvement of individuals' pursuit of physical and mental health and pleasure. From the supply side, the upgrading of products and services driven by technological progress, and the wave of innovation spawned by personalized and scenario-based demand provide more consumption options for the market. While meeting the new consumer demand under the new normal of consumers, it also opens up greater development space for excellent brands, especially domestic brands. (Economic Daily reporter Su Dapeng)