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一 | 暑期档电影票房突破百亿元,一批国产优质影片口碑票房双丰收;众多实体零售企业顺应消费发展新趋势,打造多元消费场景、优化大众消费体验;“跟着课本去旅行”成为今夏颇具代表性的出游方式,古诗、课文主题研学线路咨询量大涨,相关产品预订热度走高…… 暑期消费热力十足,正是今年以来提振消费成效显现的生动缩影。

二 | 国家统计局数据显示,1至7月份,全国网上商品和服务零售额117214亿元,同比增长4.8%。其中,网上商品零售额73965亿元,增长4.6%;网上服务零售额43249亿元,增长5.2%。亮眼数据的背后,是新业态、新模式、新场景的协同发力,为消费市场扩容提质注入强劲动能。 当前,依托移动互联网的普及和信息技术的发展,我国居民消费结构加速迭代,消费模式正从传统商品消费为主,转向商品与服务消费并重,个性化、品质化、多元化消费渐成主流。近期发布的《扩大消费“十五五”规划》明确提出,以消费体验为重点,培育消费新业态新模式新场景。 WARSAW, Poland -- An American basketball player at a professional Polish women's club was beaten and left with a head injury midweek with the attacker later detained, according to officials and reports in Polish media on Sunday.Mikayla Cowling, who plays for VBW Arka Gdynia, was attacked late Wednesday in a music club in Gdansk, a city in northern Poland, according to the RMF FM broadcaster, which also quoted the club saying the “brutal beating” left her with a fractured eye socket, among other injuries.Gdansk is a neighboring city to Gdynia on the Baltic coast.“I am outraged that such a shameful situation has occurred. Violence and aggression are unacceptable and must be opposed,” Gdynia Mayor Wojciech Szczurek said Sunday on X, the platform formerly known as Twitter. “Fortunately, the police quickly caught the attacker. We wish the player good health!”The attack happened after a EuroCup women’s match where the Gdynia team defeated rivals from Switzerland, BCF Elfic Fribourg, 77-47.The president of the Gdynia club, Boguslaw Witkowski, said in an interview with the Polish state news agency PAP that the player was attacked near the women's restroom by a security guard.Cowling was hit several times on the head, and when she fell, she was also kicked. The most serious injury was to her face and the athlete has a fractured orbital bone, he said. He added that she is at home under observation and will have additional tests next week.PAP also quoted a police spokesperson who said the attacker, a 48-year-old man, was arrested on Friday. ___AP sports: https://apnews.com/hub/sports and https://twitter.com/AP_Sports。 可以说,新业态、新模式、新场景正日益成为扩大消费的核心增长点,更是撬动消费升级、激活市场新动能的重要抓手。

三 | 顺应消费新趋势、对接民众新需求,凭借业态焕新、模式创新、场景出新,精准打通供需适配堵点,是提振消费的关键所在。 培育市场新业态,以业态焕新激活消费增量。新业态立足市场变化、贴合消费趋势,有效打通供需堵点,将潜在消费意愿转化为现实购买力。

四 | 例如,多地探索发展“票根经济”新业态,以赛事、演出票根作为消费凭证,释放潜在消费意愿,把单次观赛、观演流量转化为吃住行游购娱的现实消费,有效拉长消费链条。 扩容优质新供给,以模式创新催生全新需求。供需相辅相成、双向赋能,新供给催生全新消费,新需求引领供给升级。例如,今年暑期,一些平台围绕“住宿+”进一步丰富旅游产品供给,创新推出“住宿+桨板”“住宿+海岛旅拍”等服务,打破传统住宿单一过夜服务局限,融合休闲度假、文化体验、身心疗愈等多元功能,推动住宿消费从基础刚需向品质体验升级。 拓展多元新场景,以场景出新释放消费活力。文体旅深度融合,是当前撬动消费增长的一大亮点。

五 | 例如,各地城市足球联赛火热开赛,赛事流量有效转化为城市发展增量。

六 | 有短视频平台联动多地文旅、体育部门推出“跟着赛事去旅行”主题活动,其中,“跟着苏超游江苏”相关视频就直接带动当地蟹粉汤包等特色美食团购销量增幅超4倍。鲜活实践,生动诠释了新场景的引流赋能作用。 以新业态、新模式、新场景为代表的新型消费,体现着消费升级的方向。牢牢抓住供需适配这个“牛鼻子”,在激发新型消费潜能上持续发力,不断满足多元化、个性化、品质化的消费需求,就能进一步拓展消费增长空间,为经济高质量发展提供有力支撑。(中国经济网专栏作者 毛同辉) 来源:中国经济网。
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