Interpretation Of The Consumption Change Process Behind "3. 15"

In March 15, 1997, the China Consumer Association (hereinafter referred to as "China Consumer Association") identified the theme of "International Consumer Rights Day".

This is also the first "3. 15" theme in China. Up to now 20 years, the China Consumer Association has launched a theme every year, and the theme of each year has changed.

Behind this change, it shows our economic and social changes.

20 year theme

It can be roughly divided into four stages.

Stage 1: 1997 to 2002

In the 6 years of the theme, 4 years will be "consumption" at the end, reflecting how to consume when the supply of goods is adequate.

The time span of this stage is mainly in the period of China's "95" plan. On the one hand, people's incomes continue to improve and purchasing power is improved; on the other hand, because of the increase in people's purchasing power,

The deepening of the reform and economic development, the end of the commodity shortage era, the end of the market, the market structure from the seller's market to the buyer's market.

At this time, it is very important to guide consumers how to consume.

The second stage: 2003 to 2005

The theme of these 3 years is mainly concentrated on "safeguarding rights".

In the time span, these 3 years are in the middle and late stage of the "fifteen" plan.

On the one hand, China's market economic system has been initially established, and the market environment for economic development has undergone major changes; on the other hand, the overall pattern of opening up has basically taken shape, and significant changes have taken place in foreign economic relations.

Reflected in the field of consumption is the emergence of new consumption problems brought about by changes in the economic environment.

With the continuous expansion of consumption, how to face new problems, how to safeguard rights has become a topic of social concern.

The third stage: 2006 to 2012

Although the time span is large, there is a common point. The "consumption" in the theme is all in the front. It shows that consumption has played an important role in stimulating domestic demand and promoting the development of the national economy.

This time span is mainly in the early stage of China's "11th Five-Year plan" and "12th Five-Year" plan.

At the same time, China's economy is developing rapidly, and some problems also arise due to international and domestic influences, such as environmental problems, economic structural pformation, social contradictions and energy resources security.

The fourth stage: 2013 to date

The theme of these years has highlighted the significance of "new".

The problem is how to face new consumption, new economic form and consumer status as new consumption forms emerge.

The time span of this stage is mainly in the middle and later stages of the "12th Five-Year plan", and there has also been a "new" change in China's consumption field.

On the one hand, with the steady growth of income and the improvement of living standards, the consumption structure is also upgrading from survival to development, from material to service, from traditional to new consumption.

"The emergence of" the emergence of "new consumption", on the other hand, "new consumption" is more emphasis on consumers as the core.

Therefore, the theme of this stage is not only "new", but also highlights the status of consumers.

The 7 high-frequency words are different in meaning each time.

After a statistical analysis of the "3. 15" theme over the years, the reporters found that in addition to "consumption" as a high-frequency word, 14 times appeared, "integrity", "consumer", "safety", "health", "environment", "rights protection" and "responsibility" all appeared two times, and each time the emphasis areas were different.

Integrity 1997, 2004

In 1997, "honesty" emphasized that it was the most basic commercial moral standard and basic code of conduct in the market activities of operators and market intermediaries. In addition to pointing out that it was "corporate social responsibility" in 2004, it added a "crack down on manufacturing and selling fake and shoddy and commercial fraudulent practices".

Consumers in 1998 and 2013

The theme of 1998 turned to rural areas, with the theme of "rural consumers" as the theme to arouse the attention, importance and support from all sectors of society in protecting the rights and interests of rural consumers. In 2013, it put forward to "make consumers more powerful" for all consumers.

Safety 1999, 2012

In 1999, "safety" emphasized that "consumers should ensure health and safety in the course of consumption, without damage to life and property". In 2012, they paid special attention to the protection of vulnerable groups, such as the elderly, children and farmers, and took measures to protect their safety rights and interests.

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Health 1999, 2005

In 1999, it was emphasized that "people's consumption concept, consumption behavior, consumption pattern, consumption structure and so on should meet the requirements of safety and health". In 2005, "health" is more broad, including the safety and health of consumers, as well as the mental health of consumers.

Environment 2003 and 2006

The "environment" in 2003 refers to the "rest assured consumption environment". In addition to the "consumption environment" in 2006, there is also the meaning of "environmental protection", that is, in the field of consumption, how to solve the contradiction between man and society, between man and nature, to save resources and cherish the environment.

Rights protection 2004 and 2005

This is also the only continuous occurrence of the same word in the theme of the calendar year.

However, the former "safeguarding rights" refers to consumers' legal rights and interests in maintaining consumption according to law, and the latter is to safeguard consumers' rights and interests in life and health.

Responsibility 2008 and 2014

The "responsibility" of 2008 emphasized the responsibilities of enterprises, governments at all levels and relevant departments, consumers and news media, and the responsibilities of the four parties in consumption. In 2014, the "new responsibility" was added to the government's responsibility in the new consumer law implemented in March 15th, and the new responsibilities of the governments at all levels in implementing the protection of consumers' legitimate rights and interests were clarified.

The theme of "3. 15" over the years

Honesty and anti fraud in 1997

1998 for rural consumers, safe and healthy consumption in 1999

2000 consumption in 2001, green consumption

Scientific consumption in 2002, creating a safe environment for consumption in 2003

2004 integrity, rights protection, health and rights protection in 2005

2006 consumption and environment, consumption harmony in 2007

Consumption and responsibility in 2008: consumption and development in 2009

Consumption and service in 2010: consumption and livelihood in 2011

Consumption and safety in 2012 made consumers more powerful in 2013.

New consumer rights and new responsibilities in 2014, 2015, jointly managing and enjoying consumption

New consumption in 2016, I take the lead from the hot spot of complaints to see the change of wind direction in the consumption field.

"Horizontally, the hotspots of complaints every year from the whole country to the place are basically the same, but vertically speaking, we can see the change of the" wind direction "in the consumption field.

On March 10th, in the 3 to 15 "International Consumer Rights Day" business forum, Li Guoan, director of the market supervision bureau of Huaiyin District, said.

According to his analysis, before 2010, Huaiyin District's complaints focused on commodity quality complaints, and mainly three aspects of daily necessities, household appliances and food. In recent years, the hotspots of complaints have become more and more diversified. "Relatively concentrated areas have been pferred to steam car sales services, commercial housing and online shopping". In addition, consumers' demand for commodity quality has shifted to "safety, measurement and price".

Taking Huaiyin District's hot spot complaints as an example, in 2015, 2239 complaints were received in the region, including 1366 complaints involving pportation vehicles, accounting for 61% of the total complaints, and the number of complaints increased.

At the same time, there were 484 complaints in the Department of general merchandise, which occupied the status of "big boss" before 2010, accounting for only 21.6% of commodity complaints. In the past, second of the household appliances accounted for 11.9% of complaints, which was unchanged from last year.

Judging from the situation of the whole country and our province, "new consumption", especially the rapid development of online shopping, has made it one of the hotspots of complaints in recent years. Whether it is the China Consumer Association or the 2015 consumer complaint hotspots of ten, which are released by the Provincial Association of consumers, there are "long-distance shopping complaints" which are the most important ones.

The State Administration for Industry and Commerce released the "State Administration for Industry and Commerce 2015 handling consumer complaints report and consultation" also confirmed the situation. In 2015, China's online shopping complaints 145 thousand and 800, an increase of 87.3% over the same period, compared with the end of 11th Five-Year, an increase of 77.67 times, ranking the first two consecutive years in the service category complaints.

Therefore, whether it is traditional consumption or new consumption, "integrity" should be the cornerstone of its smooth operation. The consumption pattern of civilization, health, resource conservation and environmental protection is the direction of consumption upgrading in the future, and it is also an inevitable requirement for the sustainable and healthy development of China's economy and society.