【Editor's Note】
Consumption is an important engine of economic growth, and the vigorous development of consumption also reflects the people's demand for a better life. Among them, the new consumption format is related to the upgrading of consumption and the mining of new growth potential.
In recent years, the new consumption in our province has shown a sustained and rapid development trend. Since the outbreak of the epidemic, the government and the market have fully mobilized their respective forces, introduced measures, enriched creativity, and effectively promoted consumption and expanded domestic demand.
A few days ago, the General Office of the People's Government of Yunnan Province issued the "Three-year Action Plan for Cultivating and Developing New Consumption and Releasing Consumption Potential in Yunnan Province (2021-2023)", with seven major actions and 22 measures of "whole", "new", "detailed" and "real" to stimulate market vitality, open up circulation blockages, meet consumer demand, and inject new development vitality.
Since September 10, it has launched a series of reports on "looking at new consumption in hot words" to pay attention to the new fashion of the consumer market in Yunnan.
Yunnan roses, colorful hydrangeas, jasmine, multi-headed chrysanthemums, mini sunflowers... In the Kunming Box MaRui Dingcheng store, rows of neatly displayed flowers are varied, which is particularly gorgeous.
Flowers sold in Hema
"Flowers are like brocade to decorate a small life, there is a life and a home, and there are flowers." Ms. Li, who is picking roses, is torn between buying crushed ice blue or orange yellow.
She likes to decorate her home with flowers on weekdays, and in order to buy her favorite flowers, she often has to go to the flower shops in the streets and alleys to find them. "Now, Hema has become my favorite online and offline 'flower market'. When I have time, I personally go to the offline store to choose. When I'm busy, I place orders online and deliver them within 30 minutes. Ms. Li happily told her "buying flowers".
Hema meets her flower consumption needs in different scenes such as daily life and festivals. In order to buy affordable and favorite flowers, she no longer has to shop around and look around.
Hema Garden
With the increase of consumers like Ms. Li, the consumption of flowers is becoming a new necessity in people's daily lives. In order to allow consumers to buy flowers to save time, worry and effort, Hema has made sufficient efforts in doing a good job in new retail flower e-commerce.
On May 20 this year, Hema announced that its flower brand has been upgraded to "Hema Garden" and has established 14 flower bases in Yunnan Province, with "flower shuttles" shipped to Zhejiang, Jiangsu, Shanghai and Beijing every day.
In early September, Xiao Han, who works in Kunming, went to Beijing on a business trip. As a loyal online user of Hema, as soon as she arrived at the hotel, she pulled out her mobile phone, clicked on the "Hema Fresh" app, and purchased the daily necessities she needed.
"Among the hot products, I saw Yunnan flowers in the 'Hema Garden' at a glance." Xiao Han went to check the "product evaluation". "Super good-looking", "super affordable", "too fresh"... In many reviews, Xiao Han found that Yunnan flowers are deeply liked by local consumers, and the purchase heat has been rising.
In the process of expanding the new retail consumption of flowers, Hema adopts the direct harvesting mode of the source base in Yunnan. This not only ensures the stable supply of flowers, but also allows more consumers across the country to achieve flowers "arriving home at one point".
In allowing consumers to "taste the early" and "taste the new", Hema has been promoting the wider and deeper integration of online and offline. Food lover Linlin often looks for a variety of new foods in Hema and invites friends to share them at home on weekends.
"The 'Hema Fresh' app launches 'Big Mouth To Taste New' every month, and that's where I discovered the food." Linlin said that her home is close to the Hema offline store, and every time she invites friends to her home for a party, she will place an order online in advance.
Meat, poultry and eggs, seafood and aquatic products, alcoholic beverages, grain and oil diets... She has everything she needs for the party, and she can buy them all in one place. Hema will continue to be on new products, and her friends can "taste new" every time they come.
Consumer Linlin buys fresh vegetables, seafood and aquatic products from Hema and cooks delicacies to entertain friends.
According to the relevant person in charge of Kunming Hema, Hema Fresh relies on online and offline integrated operation and digital drive to ensure that goods can be delivered to the "box area" (Hema distribution area) consumers' homes in 30 minutes, truly realizing "one point to home". Since 2019, Hema has landed 6 stores in Kunming, and special Yunnan ingredients, seafood, etc. have entered Hema stores and supply chains, so that Yunnan and the whole country can "taste the early".
Yunnan network reporter Zhang Yinglin Han Chengyuan photo report