Over the past days, consumers had price discounts everywhere, and shops in Baoshan were busy with promotions at online platforms, well-known commercial circles and brand enterprises. District officials sold commodities in live broadcasting rooms. It was the impression of the Shanghai May 5th Shopping Festival in Baoshan.

From the "November 11th Shopping Carnival" to the "June 18th Shopping Festival", the consumption-based festival making has prevailed for a long time. In the numerous transactions, sellers and buyers have got what they wanted. Under the epidemic situation, online shopping festivals were launched from time to time. However, different from the usual shopping festivals, the May 5th Shopping Festival, sponsored and fully involved by the government, aims at consumption recovery, turns the crisis into opportunities, seizes the first opportunity, seeks more market shares and bravely explores channels, gathers information and builds confidence. It is the upgrading practice of the "Shopping-in-Shanghai" brand and the solid pace of international consumption and digital upgrading in the exploration of boosting the economic growth.

Consumers Embraced by Discounts

The strong force of the discount season at all major commercial circles in Baoshan, including 10 commercial complexes and 128 promotion activities, embraces consumers, and the shopping carnival has a full coverage.

The 10 commercial complexes in 8 commercial circlets of Baoshan, including Yanghang, Gucun, Luodian, Dahua, Shangda, Gongkang, Songbao and Xinnongcun, sponsor the "Shopping in Baoshan" activity. Offline supermarkets, new retails and brand catering enterprises organize 128 activities at 55% discount at most.

Through extensive cooperation with online platforms, famous commercial circles, brand enterprises and other parties, a variety of sales promotion activities are created, with a full coverage over e-commerce platforms, commercial circles and Baoshan’s brands and a full coverage over the district’s consumers, so as to gather the popularity of consumption, cluster the commercial atmosphere and fuel the consumption.

The “5 Sectors ("Shopping in Baoshan", "E-shopping in Baoshan", "Night Shopping in Baoshan", "Tasting in Baoshan" and "Traveling in Baoshan") in 10 Commercial Complexes” sales promotion activities are launched, and endure in the 2nd quarter. Sales promotion activities will be held in every day with highlights in every week: the discount tide is a delayed version.

The "Big Discounts" are not only available offline, but also feature a wider range and a greater extent online. The Baoshan E-commerce Shopping Festival is unveiled in the "E-shopping in Baoshan" activity mainly involved by 10 core e-commerce enterprises: Energy Electronics Co., Ltd., Bosideng International Holdings Ltd., Shanghai Pukang Industrial Co., Ltd., Xiaohan Business Co., Ltd., Shanghai Baowei E-commerce Co., Ltd., Shanghai Ruixiu E-commerce Co., Ltd., Jiangsu Suiyi Information Technology Co., Ltd. (Jiangsu Suiyi), Shanghai Zhifan E-commerce Co., Ltd., Dingdang Smart Pharmacy (Guangdong) Co., Ltd. and Ouli (Shanghai) Beverage Co., Ltd. A total of 530 sorts of products participate in the Baoshan E-commerce Shopping Festival, and the online large-scaled promotion activities are carried out. Meanwhile, cloud fashion show, cloud live broadcast, cloud kitchen and other activities are held in the joint effort with commercial bodies such as Merchant Garden City and Oasis and chain brands including retail and catering. In the 1st week of the shopping festival's warm-up, Global Fishery's live broadcast volume and daily average sales increased by about 20%.

Wang Hong, Chief of Baoshan District Party Committee, visited the "E-shopping in Baoshan" activity site in Sanlingqiao Sports and Cultural Park in Gaojing, and made a debut of selling goods online for Simpleway (Shanghai) Biotechnology Co., Ltd., Shanghai Inoherb Cosmetics Co., Ltd. and Hankang Tofu Co., Ltd. and other enterprises, and encouraged the enterprises to actively explore a new way of development. Chen Jie, District Governor, incarnated as a witty talker, used passionate and incisive language to introduce intangible cultural heritage foods such as Sixifeng Cake and sell goods for sports culture parks including Sanlinqiao. Xu Huawei, Vice Chair of the Baoshan People’s Congress Standing Committee, sold the Argentine red shrimp of Global Fishery in the live broadcast room of Dragon TV. Chen Yaoshui, Deputy District Governor, vigorously promoted another product online: salmon of Global Fishery.

The time-honored brands also have "cloud wings". Baoshan supports and guides Delinfang, Laoxiangzhai and other time-honored brands to enter the e-commerce platforms, giving full play to the leading role of the 1st Shop in Baoshan and cyber-popular brands.

Digital Transformation for Sales

The sudden epidemic has brought great shock to the enterprises. Facing the ordeal, many enterprises are exploring new development paths. More and more enterprises survive online, and begin to try the emerging online sales mode of "live broadcasting sales", and start to transfer from offline sales to online and offline sales.

Under the epidemic situation, the sales of Anran Gardening Co., Ltd. and Pinfan Gardening Co., Ltd., the two enterprises in Baoshan growing and selling succulent plants, increased instead of slumping. A variety of succulent plants are showed online. The succulent plants are sold like jewelries in the sale mode of the Internet+ 2.0 version.

Coincidentally, Yishuijian Flower Base, which has run business for 18 years, has also tasted the sweetness of "touching Internet" for the first time. In two months, over 7,000 fans were gained by it, and the number of orders increased by a double-digit figure, which opened up a brand-new market space.

Accumulation is for an action. When water flows, a channel is formed. So, the success of "touching Internet" is bound to happen. In fact, Baoshan has made a clear plan for the development of online e-commerce enterprises. Internet platforms are continuously and vigorously ushered in, and digital small-and-medium-sized enterprises were incubated, which not only injected fresh blood into the regional development, but also boosted the transformation and upgrading of the region’s traditional enterprises. Everything comes to him who prepares. Because you want to be ahead of others and work first, so you can open up the knot and smooth the way.

Baoshan has listed the vigorous development of characteristic commerce, the innovation and development of the platform economy, the stimulation of the night consumption and other work items as the key tasks of the future commercial development.

In order to cultivate and expand online consumption, Baoshan has accelerated the introduction of comprehensive leading e-commerce enterprises, as well as key categories such as fresh food, cosmetics and skin care and mother and baby products, speeded up the development of live-broadcast e-commerce platforms, community e-commerce enterprises, “Mini Programs” e-commerce enterprises and other new models, boosted the growth of online service consumption involving "online education", "online tourism", "online medical care", and built the "culture +", "sports +", " customized product + value-added service", visional online consumption and other characteristics e-commerce ecosystems, so as to enhance the attractiveness of young consumers.

Digital economy also needs suitable soil. The pace of development is closely related to the city’s supporting facilities, concepts and methods.

Baoshan takes community service as the starting point, which not only gives convenience to residents, but also opens the community capillaries of the digital economy. The online consumption of community is promoted by improving the layout of micro food markets like Shihang Shengxian App, supporting fresh food e-commerce enterprises including freshhema.com and 100.me to build warehouses in Baoshan, and improving the community delivery network. Thus, the convenience of community consumption is greatly enhanced, and the offline antennas of e-commerce platforms grow exponentially.

As the main participant of the government's practical project: the "Smart Micro Food Market", Shihang Shengxian, located in Gucun Town, is an enterprise that provides high-quality fresh food services to the public through adopting the "no contact" mode and the whole-process cold chain distribution and the self-delivery of community intelligent refrigerators. After 6-year development, a community e-commerce service network covering 2,067 residential areas has been built in Shanghai, covering more than 1.8 million households. Shihang Shengxian has had over 1 million fans with the users' satisfaction degree up to 98.6%.

Polishing Brand, Gathering Information and Building Confidence

Considering convenience, personalization and quality, consumers show higher requirements constantly. So, commercial services are to be upgraded. More than a "big promotion", the "May 5th Shopping Festival" is an in-depth investigation for the businesses to understand market demands. The government's promotion of "festival making" is not only to perk up consumption, but also to understand what enterprises are looking forward to and build up the market confidence.

The "May 5th Shopping Festival" has become a shopping brand, and derived more unique consumer brands. For example, in order to stimulate the night consumption, Baoshan actively builds landmark night consumption projects, promotes the construction of the "Night Consumption Model Town" in Gaojing, cooperates with Meituan.com to create a precise and convenient Baoshan e-map for the night consumption, stresses the night shopping, night food, night entertainment, night tour, night reading and other main topics, and carries out the pilot of 24-hour business.

The renovated Smart Bay Sci-tech Innovation Park has created the night Shanghai consumption model area, the Xinyefang Residential Quarter, and the night Shanghai consumption model project of Sanlinqiao. The "Nanchen Night Market" of Jingweihui, the Macao street night fair of Baoyang Baolong Plaza, the Wanda Gold Street of Baoshan, etc. should be cultivated into musts for the night consumption in Baoshan and even Shanghai. The night leisure projects and night activities should be organized to enrich the night consumption function.

According to local characteristics, Baoshan spares no efforts to develop the night fairs with characteristics and themes. For example, relying on the advantage of locating beside Yangtze River and Huanghai Sea, Baoshan carries out the pilot of the river food night fair, gathers the river products, links large aquatic products markets and the surrounding restaurants, and builds the "Yangtze River" food night fair. Taking the advantages of agricultural and sideline products resources, Baoshan converges the brands of agri-products and geographical indication products, in response to the development of agritainment, builds the weekend night fair of agricultural and sideline products in Baoshan. Based on the resource of watertowns, in combination with the urban micro vacation, the holiday night fairs characterized by folk products, cultural performances and intangible cultural heritage products are established.

Cultural tourism consumption is also an important part of stimulating consumption. Baoshan encourages urban commercial circles and commercial streets to extend business hours, introduce and develop attractive and well-known nighttime culture and art projects such as immersive dramas, musicals, fashion shows, virtual live performances, Cosplay and electric game competitions, and hold characteristic activities such as the night museum and the late-night bookstore week, in a bid to add more night culture consumption choices.

If the needs of consumers are considered, the law of market development is followed, and new forms of consumption are explored, there will be infinite possibilities in the future. Baoshan plans to focus on 12 consumption-supporting measures, including supporting the debut and first-store economy, promoting the non-contact economy, strengthening the night economic development, and improving the regional consumption quality, so as to further optimize the business environment and support the upgrading of the consumption industry.