2014: The General Pattern Of Consumption Remains Unchanged, And Highlights Are Frequent.

In the past 35 years of reform and opening up, China's economy has been transformed from "fast economy" to "slow economy", "fast consumption" to "slow consumption"; economic growth has changed from "eight or nine to ten" to "seven up eight directions"; the total retail sales of consumer goods have decreased from 22% in 2008 and 14.3% in 2013 to 13% in 2013, and consumption has entered a new transformation period; in December 1st, the Manufacturing Purchasing Managers Index (PMI) was 51.4%, 14 months in 50% months, and PMI in non manufacturing industries was 56%, which has been increasing continuously in recent months. The above data release good signals, and also indicate some positive changes in the consumption field.

Overall consumption pattern is not expected to change in 2014. "Eight policies" It will not cancel, nor will it reduce its impact in the short term. Excessive consumption is still limited, and it is not possible to relax corresponding controls in the automotive industry. As the price of real estate is still rising, it also limits the increase of its consumption from two aspects of market and plan, so it will not become a new hot spot. Household appliances policy will not come out of the new deal. Gold consumption is mostly affected by seasonal factors. Building materials and household consumption are the contents of consumption upgrading, but the impact of furniture trade in policy is still limited.

　　 Online shopping It is the hot spot of consumption in 2013. "Double eleven" when daily cat / Taobao sales more than 35 billion yuan. E-commerce is expected to exceed 12 trillion yuan in 2014, online shopping will exceed 2 trillion and 500 billion yuan, e-commerce transactions will exceed 18 trillion yuan in 2015, and retail sales will exceed 3 trillion yuan. After adjusting the statistical indicators, rural consumption has been more than 2 trillion yuan for 4 consecutive years, and the growth rate has also surpassed that of cities and towns. The consumption of people's livelihood is the biggest consumer hot spot in 2013. Under the influence of various factors, the consumption of people's livelihood in 2014 is still a dark horse. Regardless of whether or not the "three powers" consumption policy is restricted, the price elasticity of the people's livelihood economy, that is, the price of people's livelihood, determines that their consumption has some rigidity, which is the basic consumption core. Only when the economic problems of the people's livelihood are solved, can the economy become more vigorous and innovative development be more powerful.

China's consumption has gone through the period of food and clothing consumption, well off consumption, symbol consumption and quality consumption, but the development of various regions is unbalanced. Therefore, consumption in different regions is also multilayered, which determines the existence of multi-level consumption in international metropolis. Because of this, taking Beijing as an example, there are both high-end department stores, high-end restaurants, some mass department stores, theme department stores, community department stores and so on. They also have great room for development. Even the outlets, general stock market, commodity fair, temple fair and weekend vegetable market also have room for development in Beijing.

The diversified development of consumption in 2014 is an inevitable phenomenon. The consumption of the people's livelihood is a long-term focus. The consumption trend can not be ignored. It is possible to achieve 32 trillion yuan in 2015. It is an inevitable process for the development of living consumption to develop consumption, and the transformation from material consumption to spiritual consumption is the trend of development. Although Internet consumption accounts for social consumer goods in 2013 retail The total figure is expected to be only 8%, but it represents a trend.