2024 is the "Consumption Promotion Year" set by the Ministry of Commerce. On January 23, the Shanghai Business Information Center hosted the “Consumption Gathering—2024 China (Shanghai) Fresh Food and Fast Moving Consumer Goods New Consumption High-Level Summit”. The "2024 Fast Moving Consumer Goods Annual Report" released on site showed that in the first half of 2023, the total revenue of 51 listed retail companies across the country was 263.02 billion yuan, a year-on-year decrease of 4.6%; the total profit was 15.72 billion yuan, a slight increase of 0.7%; the average profit margin was 6% about. The proportion of rigid consumption such as food, tobacco, alcohol, and medical care continues to increase. Driven by diversified consumer demand, China's consumer goods market is expected to continue to grow.

At the summit, people from China's fresh food, fast-moving consumer goods, prepared dishes, retail channels, catering and other industries conducted in-depth sharing on the two major themes of expanding domestic demand and optimizing supply in the field of fresh food and fast-moving consumer goods. Industry insiders participating in the meeting generally believe that the consumer market is showing a diversified and personalized development trend, and companies must compete through innovation and differentiation to meet the growing needs of consumers. For example, Guangming Agricultural Development Group's "Yue Yuexian" rice relies on "the rice of the current season is sold in the same month" as a breakthrough selling point to achieve full freshness from the source to the table, further enriching the "Guangming Gujin" product matrix and forming a new model in Northern Jiangsu. The product layout of rice, Northeast rice, Chongming rice and Anhui rice; Jinfeng Shikumen launched the industry's first sugar-free rice wine, leading the rice wine industry towards a healthy, quality and personalized development path.

It is worth noting that as the concept of healthy eating becomes more and more popular, consumers have shifted from "eating enough" to "eating well" and "eating healthy". In response, companies have successively adjusted their development strategies and introduced source agricultural products and local specialty products to thousands of households through online and offline channels. For example, Aisen Preferred stores have been upgraded to focus on scenario-based and service-oriented consumption trends, using the word "fresh" to make a fuss, adding high-quality cold fresh beef, cold fresh poultry sections, and a freshly roasted and sold model to bring new services to consumers. Experience; Sister Moon, as the ambassador for the promotion of Xinjiang agricultural products, leads the team to "go from Xinjiang to Shanghai" and promote the output of a series of products in Shanghai's counterpart assistance areas through local promotion, live broadcast, wholesale, group buying and other multi-channel operations; Douyin launches "Gold Origin Plan", farmers across the country recommend and sell local high-quality agricultural products through short videos and live broadcasts, injecting new vitality into rural revitalization.

Han Shanyue, deputy director of the Shanghai Business Information Center, said that from the 2023 consumption boost year to the 2024 consumption promotion year, consumption has rebounded significantly, from the reset of the global food supply chain to the extension of the agricultural product technology year, smoothing the "one kilometer before and after" In order to adapt to more diversified and precise consumption scenarios and product creation, the "annual drama" with "promoting consumption" as the main line has been officially launched, which is expected to open up a new space for consumption.