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New consumption ignites new life

Wang Saizhi, Yu Yunfeng
 
Smart products, represented by smart glasses and service robots, have shown impressive sales performance; IP has empowered physical stores, and new business models are gradually becoming a trend... For some time now, some new consumption models have emerged vigorously, becoming an important force in cultivating new productive forces and stimulating economic vitality.
 
Where is the "new" in new consumption? These consumptions are not simply extensions of traditional consumption, but a systematic upgrade with digitalization as the foundation, experience as the core, and quality as the guide. From the popularization of smart home appliances, new energy vehicles entering rural areas, to instant retail "half-hour delivery", and immersive cultural tourism "traveling through millennia", new consumption reflects the deep coupling of technology, culture, and demand, promoting the synchronized resonance of consumption and industrial upgrades. New consumption drives a high-level dynamic balance of "leading new demand with new supply, and driving new supply with new demand", stimulating bulk consumption in automobiles, smart terminals, etc., and incubating emerging formats such as health and wellness tourism, emotional consumption, etc.
 
However, for new consumption to truly become an accelerator for high-quality development, it still faces many practical issues. For example, the supply side finds it difficult to match diversified and personalized demands; factors such as the digital divide between urban and rural areas, computing power scheduling, IoT terminal penetration, and edge computing still restrict the release of consumption potential. Facing the 14th Five-Year Plan, systematic measures must be taken to enable new consumption to illuminate new life.
 
Activate consumption scenarios. Accelerate the construction of a "cloud-edge-device" coordinated digital infrastructure system, deploy low-latency and high-reliability networks in high-frequency scenarios such as business districts, scenic spots, and communities to support immersive experiences; break through the "last mile" of technological achievements transformation, promote collaborative research and development of key technologies such as flexible displays and human-computer interaction, and accelerate the launch of new products such as smart wearables and household robots. Encourage leading enterprises to develop standards for smart home interconnection and interoperability, driving the transition from "single product intelligence" to "system intelligence" for whole-house intelligence; implement the "domestic high-quality products project", select a batch of high-quality domestic products that combine technological content, cultural connotation, and design aesthetics, strengthen domestic and international promotion, and enhance the influence of "China's intelligent manufacturing".
 
Embrace diverse experiences. A single business model rarely possesses lasting appeal; only cross-sector integration can spark a "chemical reaction". By deeply exploring the path of "culture + technology + consumption", we can utilize technologies such as AR/VR to develop interactive products like digital collectibles and virtual tours. This approach brings museum artifacts to life, preserves intangible cultural heritage skills, and promotes local stories to a wider audience. Promoting the "performance + tourism" model involves embedding mobile performances in ancient city streets, rural villages, and hamlets to enhance the visitor experience. Centered around major events, festivals, and exhibitions, we can create themed itineraries such as "Tour China with Events", integrating transportation, accommodation, and catering resources to form a closed-loop "ticket stub economy". Furthermore, we should promote the establishment of a consumption collaboration mechanism among urban agglomerations. For instance, the Yangtze River Delta can establish a digital consumption integration demonstration zone, while Chengdu and Chongqing can jointly build a Bashu cultural tourism consumption corridor. This approach facilitates mutual recognition of policies, interoperability of standards, and integration of entities, unlocking the benefits of regional synergy.
 
Standardize the development trajectory. We should adhere to the principle of giving equal emphasis to encouraging innovation and preventing risks. We should implement "sandbox regulation" for emerging business forms such as live streaming e-commerce and AI services, set observation periods and risk thresholds, allow trial and error within a controllable range, and avoid stifling innovation through a "one-size-fits-all" approach. We should accelerate the filling of institutional gaps and address pain points such as labeling of near-expiration foods, authenticity of generative AI content, and security of prepaid consumer funds. Relevant departments should jointly issue guidelines or standards to clarify the bottom line. We should strengthen the protection of consumer rights, promote online dispute resolution platforms, explore the reversal of the burden of proof to reduce the cost of safeguarding rights, strengthen joint punishment for dishonesty, and implement the principle of "one violation, restrictions everywhere".
 
Weave a dense service network. New consumption should not only benefit cities, but also accelerate the improvement of shortcomings in county and rural infrastructure, incorporating smart delivery lockers, cold chain front warehouses, and charging and swapping stations into the county commercial system. Promote e-commerce platforms and large supermarkets to penetrate the supply chain, and develop "unified warehousing and shared distribution" to reduce end costs. Accelerate 5G coverage in rural areas to create conditions for applications such as live streaming sales and telemedicine. Guide high-quality services such as elderly care, childcare, and housekeeping to extend to counties, and develop consumer credit products suitable for rural areas. Through measures such as "digital commerce boosting agriculture" and "culture and tourism empowerment", help farmers transform mountain products, craftsmanship, and folk customs into sustainable consumer supplies, achieving a virtuous cycle of income increase and consumption upgrading.
 
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New consumption ignites new life
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