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新视窗·新供给引领新消费新需求丨小县城如何撬动大市场
Ren Min Ri Bao·2025-08-21 08:06

Core Insights - The county-level market in China is experiencing significant growth, with rural consumption retail sales reaching 32,409 billion yuan in the first half of the year, an increase of 4.9% [1] - The "Special Action Plan to Boost Consumption" emphasizes support for new consumption models and the implementation of county-level commercial construction actions [1] Group 1: County-Level Consumption Trends - The county-level market accounts for 38.9% of the total retail sales of consumer goods, indicating a substantial share in the overall consumption landscape [1] - The "平急两用" commercial complex in Guizhou has attracted many consumers through immersive and interactive shopping experiences, showcasing the potential of innovative commercial spaces [2][3] - The integration of local agricultural products into urban markets through direct supply channels has enhanced the freshness and quality of goods available to consumers [2] Group 2: Infrastructure and Logistics Development - Various measures have been introduced to encourage the development of underground commercial spaces and smart logistics, aimed at improving urban space utilization [3][4] - The establishment of the China Supply and Marketing Cooperative's collection and distribution center in Pingjiang has significantly improved logistics efficiency, reducing delivery times and costs for rural residents [8][9] - The "客货邮" model has been implemented to streamline logistics services, connecting 23 towns and establishing 434 service points, effectively covering rural areas [9] Group 3: New Consumption Models and Innovations - The rise of instant retail and digital platforms has transformed consumer habits in rural areas, with a reported 50% year-on-year growth in instant retail orders [13] - New chain brands are rapidly expanding into county-level markets, with over 40% of stores located in these areas, reflecting a shift towards higher quality and diverse product offerings [14] - The growth of tourism in rural areas is creating new consumption opportunities, with hotel bookings in certain regions experiencing a near doubling compared to the previous year [15] Group 4: Policy and Future Outlook - The central government's focus on enhancing county-level commercial systems and supporting chain operations is expected to drive further growth in rural consumption [16] - The increasing disposable income of rural residents, which reached 11,936 yuan in the first half of the year, is contributing to a shift in consumption patterns towards more quality and diversified products [18] - The ongoing development of infrastructure and logistics, along with innovative business models, is anticipated to unleash greater potential in the county-level consumption market, serving as a key driver for economic growth [20]