李军：场景相融促进消费扩容

Core Viewpoint - The article emphasizes the growth of consumer momentum in China driven by policies such as trade-in programs, highlighting the importance of expanding service consumption and creating new consumption scenarios through innovation and technology [1] Group 1: Current Trends in Consumption - China's consumption landscape is characterized by digitalization, integration, and greening, with technologies like 5G, AI, and VR enhancing the consumer experience [1] - The integration of various sectors is breaking down industry boundaries, leading to the emergence of cross-sector consumption scenarios such as "consumption + culture and tourism" and "consumption + health" [1] - The transition towards green consumption is becoming a significant trend, with rapid adoption of new energy vehicle charging scenarios and smart home energy management systems [1] Group 2: Advantages of Building Consumption Scenarios - China benefits from a massive market that drives consumer demand, exemplified by the live e-commerce market growing from less than 500 billion yuan in 2019 to 5.8 trillion yuan by 2024, a tenfold increase [2] - The digital infrastructure supports this growth, with China accounting for over 60% of global 5G base stations and a mobile payment penetration rate of 86%, facilitating scenarios like contactless payments [2] - Targeted policy initiatives, such as the "smart business district" pilot by the Ministry of Commerce, are fostering an innovative environment for consumption scenario development [2] Group 3: Challenges in Consumption Scenario Development - There are shortcomings in China's consumption scenario development, including an incomplete ecological collaboration mechanism and low cross-departmental data sharing, leading to prolonged conversion cycles from technology research to practical application [2] - Regional disparities exist, with first-tier cities dominating innovation while third and fourth-tier cities still rely on traditional consumption models, and rural areas face challenges like insufficient cold chain logistics [2] - The standard system is lagging, with high complaint rates regarding false advertising in live streaming and data security breaches, indicating a need for improved evaluation standards and service norms [2] Group 4: Recommendations for Enhancing Consumption Scenarios - Strengthening top-level design and policy support systems is essential, including establishing a national-level consumption scenario innovation fund to support new consumption themes [3] - Enhancing technological empowerment through the use of VR, AR, and AI to create immersive consumption experiences and building "consumption scenario innovation laboratories" to shorten the technology-to-application cycle [3] - Promoting cross-industry integration by developing "consumption + metaverse," "consumption + health," and "consumption + education" scenarios, and supporting the revitalization of traditional brands through technology [4]