Suning Tesco released the 2021 small town youth consumption map the continuous release of county and township consumption power

On December 28, Suning Tesco released the "2021 Town Youth Consumption Atlas" showing that in 2021, the consumption potential of counties and townships will continue to be released, the sales volume of Suning Tesco's high-end brand Casarte washing and drying machine in the retail cloud channel increased by 134% year-on-year, the sales of energy-saving range hood products increased by more than 60% year-on-year, the order for home appliances and home purchases doubled, and the completion rate of the national county and town delivery and installation integration reached 97.6%. High-end, green, intelligent, national tide, experience has become the five keywords of small town youth consumption.

Brand quality has become the focus of county and township consumption, and sales of high-end washing machines have increased by 134% year-on-year.

Under the comprehensive promotion of the rural revitalization strategy, the county and town consumer markets have accelerated the quality improvement and expansion. Figures from the National Bureau of Statistics show that in the first 11 months of this year, the rural market, which accounted for 38% of China's total consumer market, retail sales of consumer goods reached 5,323.9 billion yuan, an increase of 13.3%. Small-town youth have become the new main force of consumption upgrading, and quality and brand have become the focus of attention.

Suning Tesco retail cloud data show that in 2021, the county and township market high-end home furnishing brands and single products are popular, Casarte washing and drying machine sales increased by 134% year-on-year, cross-door refrigerator sales increased by more than 140% year-on-year, Panasonic drum washing machine sales increased by 114% year-on-year, high-end leather sofa sales accounted for more than 70%.

In terms of regional consumption, Jiangsu Province has topped the "most noodle" province, with the highest per capita consumption expenditure. Jinjiang City, the "strongest of the year" consumption county, has an annual consumption scale of more than 60 million. Hefei Chenji Town, Shenyang Puhe Town, Xi'an Geng Town consumption power explosion, ranked in the "Chopper Town" Top3.

The countryside has become a new position for energy conservation and carbon reduction, and the sales of energy-saving range hoods have increased by more than 60%.

Recently, the National Development and Reform Commission and the Ministry of Industry and Information Technology jointly issued the "Notice on the Implementation Plan for Revitalizing the Operation of the Industrial Economy and Promoting the High-quality Development of Industry", which mentions that qualified localities are encouraged to launch a new round of old-for-new actions in the field of home appliances, and encourage the development of new energy vehicles, smart home appliances, and green building materials to the countryside. Under the accelerated implementation of the "3060" goal of carbon peaking and carbon neutrality, energy conservation and carbon reduction and trade-in have become a new wave of small-town youth consumption.

Suning Tesco retail cloud data shows that in 2021, small-town youth shopping will give priority to green home appliances, and energy-saving wall-hanging air conditioners, electric water heaters, and smoke stove sets will become the top 3 sales of green home appliances. Among them, the sales of energy-saving range hood products increased by more than 60% year-on-year. At the same time, the trade-in boosts "consumption upgrading, carbon emission reduction", And Xiongyue Town, Yingkou, Liaoning Province, is the most environmentally conscious, with 1644 old-for-new orders throughout the year.

The town set off a "national tide wind", and the sales of domestic brand dishwashers doubled 3 times

With the acceleration and upgrading of China's intelligent manufacturing, the town will set off a "wave of domestic goods" in 2021. Suning Tesco retail cloud data shows that in 2021, domestic brands continue to sell hot, and the sales share occupies an absolute advantage, and Midea, Haier, and Hisense dominate the annual domestic sales Top3 brands. Among them, Haier drum washing machine sales increased by 108% year-on-year, and Midea dishwasher sales increased by 359% year-on-year.

Throughout the country, there are differences in consumption in various places, Guangdong "Liangzi" loves to cook soup, health pot sales of more than 9,000 units; Guizhou "A sister" love to roast fire, electric heating table sales of more than 5,000 units; northwestern people love to hoard goods in winter, freezers have become hot selling items; air conditioning in the northeast "30 days in summer, 7 days in winter", the frequency of use is low.

Intelligentization has become a new force in the town "building a home", and boys are more concerned about their families and girls are more literary

In the era of the Internet of Everything, the rapid popularization of whole-house intelligence has made smart home appliances a new favorite of small-town youth homemakers. Liang Zhenpeng, an analyst in the home appliance industry, believes that with the development of China's economy and society, the economic income of farmers has increased significantly, and rural consumption is no longer dominated by low-end consumption, and now it is beginning to move towards the ranks of high-end consumption. "It is foreseeable that home appliances with high technical content such as intelligent network connection, energy conservation and environmental protection will be more popular with rural consumers."

Suning Tesco retail cloud data show that in 2021, smart products are hot, and smart air conditioners, smart door locks, and smart drying racks have become the three major "worry-free" hits, of which the sales of Cadiz smart door locks increased by 242% year-on-year. In the concept of intelligent consumption, young men in small towns are more concerned about their homes, preferring intelligent integrated stoves and smart dishwashers; small town goddesses are more literary and artistic, and they love to buy smart TVs and smart speakers.

Experience economy strengthens consumption interaction, and customer assistance services cover 98% of counties and towns

With the improvement of rural retail infrastructure, the "experiential" consumption of small towns has risen. Suning Tesco retail cloud data reveals that small town youth home shopping prefers one-stop shopping, home appliances and home sets purchase orders have doubled, and the completion rate of Suning Easy Shopping Flow's national county and town delivery integration has reached 97.6%. At the same time as the category expansion, the trend of double-line integrated consumption is remarkable, the "brush while shopping" method is sought after by young people in small towns, and the live broadcast of stores has become a "new normal".

Analysts pointed out that promoting consumption upgrading is the fundamental goal of activating the rural market, but consumption upgrading and consumption structure optimization is a long-term process. "While promoting industrial products to go to the countryside, we must actively promote services to the countryside, continue to improve the consumption environment, optimize service methods, and make the effect of urban and rural residents' consumption interaction more significant."

As a business segment with high potential and high growth of Suning Tesco, Retail Cloud has opened more than 10,000 stores in 31 provincial-level administrative units across the country, driving more than 1,800 brand owners to sink, serving more than 250 million users with dual-line services, and continuing to expand new tracks such as home, quick repair, and community sales and service stores, exporting high-quality goods and services, and helping township consumption upgrades on the supply side.

Focusing on home scene consumption, Suning Tesco continuously upgrades the full-link service experience through retail, logistics and after-sales, relying on more than 10,000 store entities, more than 60 logistics bases across the country, Suning Tesco's service network with a service scope of more than 98% of the country's counties and towns, and more than 100,000 service engineers, providing rural consumers with services such as home appliance sales, delivery, maintenance, cleaning and other services, and promoting the service quality and performance efficiency of the home appliance aftermarket.

Experts said that with the implementation of the policy, the continuous improvement of infrastructure, the increasing quality supply, and the continuous upgrading of residents' consumption, it will certainly continue to activate the vitality of the rural market and inject stronger impetus into the sustained and healthy development of the economy.