CCTV News: Data released by the National Bureau of Statistics shows that in the first quarter of this year, my country's rural consumer goods retail sales reached 1661.4 billion yuan, an increase of 4.9%. During the interview, the reporter found that driven by policies such as the increase in the expansion of consumer goods with old products, the demand for high-quality home appliances in rural areas has continued to be released and the service model has been continuously upgraded. Let’s take a look at the series of reports on "Rongyi Movement·First Quarter Economic Observation".

Some time ago, Zhao Yaokun, a resident of Shawan Community, Xuanhan County, Sichuan Province, purchased a batch of new home appliances by exchanging old for new ones. Through the smart home system, more than 10 electrical appliances can be remotely controlled by voice or mobile phones.

This year, Xuanhan County organized 175 county and township home appliance digital enterprises to form a service alliance, innovated the "online reservation + offline service" model, and set up 37 mobile service stations in townships (streets), realizing the "three sinkings" of policy publicity, business processing, and logistics distribution, and truly delivering benefits and convenience to the doorsteps of rural residents. According to statistics, the proportion of smart home appliances in the first quarter of consumer goods traded in Xuanhan rural areas reached 67%.

In Linyi County, Shandong Province, since the introduction of the "old for new" policy, various merchants have also seized this business opportunity and set up new sales and service sites in townships to facilitate rural residents to purchase nearby.

To further stimulate the consumption vitality of rural markets. Since the beginning of this year, Linyi County has integrated corresponding service resources to promote the shift of rural consumption from "one-time purchase" to "full life cycle service". From purchasing consultation to home delivery, from professional installation to recycling of old machines, and even regular cleaning and maintenance. The optimization and upgrading of the service model has led to a rapid increase in orders for new replacement of rural home appliances such as refrigerators, air conditioners, washing machines, and TVs.

Digital intelligence technology has given birth to the village’s “instant retail”

In the interview, the reporter found that digital intelligence technology has given birth to the village’s instant retail and smart logistics industry. Since the beginning of this year, some large e-commerce platforms have shortened the delivery time to within 24 hours by relying on the "county-level collection and distribution center", and the volume of instant retail orders in rural areas has increased significantly.

At 7 o'clock in the morning, a delivery truck was welcomed at the e-commerce pickup point in Yonghe Village, Yong'an Town, Liuyang City, Hunan Province. The reporter found at this pick-up point that there were 45 orders for more than 100 products delivered today, more than one-third of the dishes, and there were even a seedling of live fish and vegetables, fruits and melons.

Scan the code to enter the warehouse and print the order. The goods at the pickup point have just been sorted out, and nearby villagers come to pick up the goods, while villagers who live relatively far away are waiting for the goods to arrive at home. Villager Li Chunyan’s home is nearly 7 kilometers away from the nearest township market. Every time she goes out to shop, she brings her home a lot of bags. The food with a long shelf life is fine, but fresh dishes will affect her taste after being stored in the refrigerator for a long time. Now, buying through e-commerce platforms has completely bid farewell to the trouble of stocking up.

The villagers can enjoy the secret of instant retail snatching "fresh" delivery, right in this building in Xiangjiang New District, Hunan. This locally incubated community e-commerce company has more than 50% of its headquarters R&D personnel, and its annual R&D investment exceeds 100 million yuan.

Here, starting from the user's order, every matter is data running.

The reporter learned that the company has built a "people-goods-yard" ecosystem through digital technology. First, it has built an intelligent sorting center in Hunan, and used AI algorithms to optimize the sorting path of the product. It only takes 1 minute to scan the package until it loads the vehicle, and the delivery cost is reduced by 20%.

For fresh food, the cold chain logistics system ensures quality through temperature control sensors and blockchain traceability technology. Consumers can scan the code to view the agricultural product inspection report.

The demand for new rural consumption has increased, and the charm of quality has further demonstrated

Not only the growth momentum of rural consumption is good, but the structure of rural consumption also has many new highlights. Let’s take a look at the expert’s analysis.

Since the beginning of this year, the momentum of urban residents towards rural tourism is strengthening. In the first quarter, the total revenue of rural tourism reception in the country was 412 billion yuan, an increase of 5.6% year-on-year. From the perspective of consumption channels, online consumption has further increased. In the first quarter, the proportion of national express delivery business volume to rural areas reached 30%, and rural areas have become a new source of growth in online consumption.

From the consumption type, not only life services such as entertainment, elderly care, childcare, tourism, transportation, education and training consumption are increasing, but also productive services such as leasing, logistics, custody, agricultural machinery services, and consultation are increasing.

At the same time, innovative consumption is also showing a growth trend.

Liu Zhenzhong, a researcher at the Macroeconomic Research Institute of the National Development and Reform Commission, said that the demand for smart homes in rural areas is continuing to increase, and AI voice refrigerators and water quality purifiers have begun to enter rural families, and blood oxygen meters, remote consultation bracelets, and other health wearable devices are still growing. The national rural new energy vehicle ownership has exceeded 7 million, and the future automobile aftermarket will also have huge consumption potential in rural areas.

Overall, the sense of technology and comfort of rural residents' consumption is constantly improving. Rural residents' demand for new consumption is increasing. On the one hand, these demands have driven a large number of technological breakthroughs and application innovations, and have also given birth to new business formats and models.