At 10:00 a.m. on July 18, Beijing catering consumption coupons were officially “online”, and the first order for dine-in consumption was set in 44 seconds.
“The speed at which consumers use consumer voucher orders can reflect the driving force of citizens’ consumption, and the issuance of consumer vouchers will further boost local consumption.” The relevant person in charge of Meituan told the “Securities Daily” reporter that Meituan on July 18 at 11 a.m. According to the statistics of the website, it took only 6 minutes for the Beijing food and beverage consumption coupons to go online, and all the four denominations of food and beverage consumption coupons on the platform have been received. Among them, the Meituan catering dine-in discount of 30 yuan consumption coupons was sold out in just 68 seconds.
Consumer coupons “second light”
Starting at 10:00 a.m. on July 18, Beijing issued catering consumption coupons to consumers across the city. The government and platform companies that provide catering services jointly funded the launch of three types of consumption coupons: takeaway, in-store, and elderly care and disability assistance. A total of 100 million yuan, benefiting consumers and catering companies in Beijing. The first batch of food and beverage consumption coupons were issued through platforms such as CCB Life, Meituan, Ele.me, and Maijian Takeaway.
“Securities Daily” reporters found on major coupon issuance platforms that the first batch of consumer coupons on some platforms were quickly sold out as soon as they went online.
Among them, the takeaway coupons of the Meituan APP are almost “second light”. After the reporter opened the APP at 10:00 on the 18th, the two denominations of the takeaway coupons showed that “today has been sold out”, and the reporter only managed to grab two denominations. dine-in coupons.
On the Ele.me platform, the prompt “Congratulations for winning the super-value red envelope” will pop up on the screen. The reporter successfully received coupons in two denominations: “15 yuan off 50 yuan” and “30 yuan off 100 yuan”.
On the homepage of the CCB Life APP, there is also an entrance for Beijing food and beverage consumption coupons. When the reporter clicks, it shows that the consumption coupons of the day have been “snatched up”. In the Maijian Food Mini Program, you need to enter your name, ID number, and mobile phone number to receive a coupon for the first time. When the reporter completed the above steps, the coupons have been received.
It is worth noting that, in order to better benefit people’s livelihood and improve the efficiency of consumer coupon subsidies, the rules for issuing food and beverage coupons have also changed, that is, consumers in Beijing can receive food and beverage coupons every day, but they must be used on the same day after receiving them. Coupon can be used to place an order directly online.
In-store consumption has increased
“This time, all 6 stores under Huda Group participated, 5 Huda restaurants and 1 Hongxiang restaurant.” Fang Xuhu, assistant general manager and office director of Huda catering, told the “Securities Daily” reporter that the government issued coupons through the platform, Users can collect coupons online, and offline consumption will automatically be fully reduced. “The food and beverage consumption coupons issued this time do not require merchant subsidies. Meituan and Ele.me are both seamlessly connected with merchants, and merchants can participate as soon as they settle in.”
“Securities Daily” reporters visited offline restaurants in Fengtai District at noon that day and found that some catering companies that can use “consumption coupons” have posted consumption coupon collection and usage instructions in prominent positions in the store. When the reporter walked into the Xiabuxiabu store, the waiter took the initiative to ask if the coupons had been received when ordering.
The reporter placed an order on the Meituan APP for the “Single Selected Fat Beef Package” at a price of 62 yuan. When checking out, he directly checked the “50 yuan minus 15 yuan” consumer coupon that he had received, and finally paid 47 yuan.
“I usually like to order takeaways for work meals, but today I didn’t get the takeaway coupons, only the dine-in coupons.” A consumer told the “Securities Daily” reporter. Some consumers also said, “It’s too difficult to grab, and I’m going to set the alarm clock at 10 am tomorrow to start the grab on time.”
“The issuance of consumer coupons plays a key role in the recovery and recovery of the catering market.” Zhu Danpeng, a researcher at the China Brand Research Institute, told the “Securities Daily” reporter that the issuance of consumer coupons has improved consumers’ willingness and confidence to consume. From the perspective of industry, policy and consumption, the issuance of consumer coupons is of great benefit to the pull of the entire macroeconomy, the recovery of the catering industry, and the improvement of consumer willingness.
“The issuance of consumer coupons has enabled many citizens to actively participate in consumption promotion activities, and the sales of the brand will also increase to a certain extent.” Zhang Yanmei, vice president of Xiabu Group, said in an interview with a reporter from “Securities Daily”.
“Today’s takeaway orders have increased significantly, and many of them are two takeaways on one order.” A Meituan takeaway told a reporter from Securities Daily.
According to Meituan’s real-time data, on July 18, two hours after the Beijing catering dine-in coupons were launched, the number of orders for dine-in packages and vouchers on the platform increased by more than 83% from the previous week.