The changing trend of residents' consumption structure in China is analyzed;
Consumer psychology is a complex social psychological phenomenon, which is not only influenced by psychological factors such as consumers' own needs and motives, but also by the external social environment of consumers' activities, such as social economy, political environment, cultural background, consumers' family environment, consumer groups, consumption fashion, customs and habits, popularity and many other factors. The following analyzes the influence of social environment on consumer psychology from several angles, and combines the development of domestic consumer market to analyze the changes in reality and the influence of this consumer psychology on contemporary consumer trends.
Firstly, the influence of social environment on consumer psychology is briefly described.
(A) the impact of social, political and economic environment on consumer psychology
1, the impact of macroeconomic environment on consumer psychology
The level of social and economic development is the most basic factor affecting consumers' psychological activities, which generally restricts the specific scope of consumers' psychological activities. Different levels of economic development directly affect the supply quantity and quality of consumer goods and form different living environments. On this basis, consumer psychology is also different.
2. The influence of individual economic status on consumer psychology.
Any consumption behavior of consumers is directly affected by income. When the income level of consumers is low and the income source is more unstable, consumers' desire for consumption will also decrease, their psychological activities will be deeper, and their sense of stability and security will be weaker. In daily life, the purchase and choice of consumer goods will show more and more psychological desire for fame, novelty and beauty. On the contrary, the purchase and choice of consumer goods will tend to be more and more.
(B) the impact of social and cultural environment on consumer psychology
Every consumer grows and lives in a certain cultural environment. Its values, lifestyle, consumption psychology and purchase behavior are inevitably influenced by the cultural environment. Social and cultural environment refers to customs, values, behavior norms, attitude system, lifestyle, ethics and beliefs formed in the process of social development and passed down from generation to generation. The influence of social culture on individuals is mainly manifested in: 1. Culture provides people with basic viewpoints, standards and methods to look at things and solve problems. 2. Culture enables people to establish standards of right and wrong and codes of conduct. In modern society, due to the high complexity of social structure, cultural constraints on individuals tend to be loose, which indirectly becomes a subtle influence. This restriction of culture on behavior is called norm. If a person abides by various norms of social culture, he will be appreciated and encouraged by society. If he violates cultural norms, he will be denied and punished, including mild social criticism, discrimination and condemnation to extreme punishment.
(C) the impact of social groups on consumer psychology
Social groups refer to social units that people combine to carry out the same activities through certain social relations, which play a very important role in consumers' psychology and behavior.
1, group pressure
Any group will have a certain influence on the consumer psychology related to it or subordinate to it. This influence often forms an invisible pressure on consumers through collective beliefs, values and group norms. This invisible pressure is group pressure. Beliefs and values have no mandatory factors on the pressure of individual consumers, while group norms tend to be mandatory. As long as group members do not follow the standards of group norms, they may be subjected to psychological pressure or psychological punishment such as ridicule, ridicule and discussion.
2. Obey psychology
Obedience psychology is a series of psychological activities that consumers obey the will, values and behavioral norms of the group. Trust in the group and fear of group deviation all make consumers have obedience psychology.
3, the consistency of the group
Group consistency will affect consumers' judgment ability. Consumers have their own criteria for judging and evaluating what they touch. When individual standards are inconsistent with group standards, the pressure of group consistency will have a great influence on consumers' judgment.
4. Group size
Group size also has a certain influence on consumer psychology. The greater the number of groups, the greater the pressure of individual members and the stronger the individual's obedience psychology. On the contrary, the pressure is reduced and the individual's obedience psychology is gradually weakened.
(D) the impact of family on consumer psychology
Family is the first social group in which consumers participate, the cell of modern social life and the basic unit of people's common life. Parents and children are the basic members of the family, and their influence on individuals is extensive, direct, profound and long-term. Different psychological characteristics, consumption characteristics and laws reflected by the change of family cycle, the stage, stability and heredity of family consumption activities, family structure and family role are all influencing factors of consumption psychology.
(e) The influence of consumer fashion, customs and popularity on consumer psychology.
Among all kinds of environmental factors that affect consumers' psychology, consumer fashion, custom and popularity are mandatory and exclusive, which is a concrete reflection of social trends and social traditions in consumers' psychological activities and consumption behaviors.
Second, the analysis of contemporary urban and rural consumption
(A) People's demand for consumer goods exists objectively at different levels. According to Maslow's theory that there are five levels of human needs, consumers should first meet the needs of life and safety, and then gradually develop into the needs of society, respect and self-realization.
1. In the early days of reform and opening up, the living standards of consumers in China entered a period of adequate food and clothing. According to the data, food expenditure accounts for more than 50%~60% of household consumption at this stage, and clothing expenditure accounts for about 10%. After entering the 1980s, with the rapid development of the national economy, some residents lived a well-off life.
2. Since the mid-1990s, there has been another obvious change in the direction of consumption demand in China. During this period, consumers began to have the needs of respect and self-realization. In Beijing, Shanghai, Shenzhen, Guangzhou and other big cities, a high consumption boom spread and gradually extended to inland areas. Its most notable feature is the comprehensive expansion of the high-consumption field. Consumers are not concentrated on a few big items as before, but penetrate into clothing, food and food. According to the survey of Zhuhai, Foshan, Shenzhen, Guangzhou, Zhongshan and Dongguan by the Guangdong Urban Social and Economic Investigation Team and the Economic Development Research Center of the provincial government at that time, the consumption demand in this area was mainly middle and high-grade household appliances, and the consumption demand of communication, transportation and housing products increased vigorously. At the same time, people's concern for health has also become a consumption trend that cannot be ignored. This is because people in modern society are facing more and more heavy pressure of life and work. This consumption trend shows that healthy food is more and more popular with consumers, and fitness equipment and family self-care medical equipment are increasingly popular. In this period, consumers put forward high requirements for the social symbolic significance of commodities. The so-called social symbolism of goods means that people endow goods or services with certain social significance, so that consumers who buy and own certain goods and services can be psychologically satisfied, and people's need to be respected is fully reflected in this consumption activity.
3. In recent years, China's consumer market has highlighted the latest transformation, that is, the transformation to personalized and fashionable consumption. At present, consumers' demand for self-display and individuality is gradually increasing, which is manifested in people's increasing pursuit of personalized consumption, packaging themselves with unconventional and distinctive styles, and basing themselves on society with unique self-image, temperament, demeanor and charm. This is a further improvement of consumers' psychological requirements and reflects the improvement of social living standards. Fashion in the market is reflected in the recognition and purchase of a commodity or service by a large number of consumers. From the psychological analysis of consumers, the psychological motivation of this fashion consumption is the psychological demand of keeping pace with the times and not wanting to fall behind. No one wants to lag behind the times, keep pace with the times, and keep up with the latest trends of the times is the empathy of consumers. It is precisely because of this psychological demand that when this new consumption fashion appears, people will race to follow suit.
(2) With the sustained development of the national economy, the expansion of domestic demand and the implementation of the policy of stimulating consumption, the consumption level of contemporary urban and rural residents has been continuously improved, the purchasing power has been continuously enhanced, and the consumption structure has been gradually optimized.
1, the consumption level has obviously improved.
According to the survey, during the Ninth Five-Year Plan period, the consumption level of urban and rural residents in China has been obviously improved, and the consumption level and consumption consciousness of residents have changed greatly.
In terms of food, food supply has met the consumption demand of residents, and consumption has increased rapidly. Residents pay attention to the quality of food consumption. For example, food consumption has changed from extensive whole grains to nutritious non-staple food. For the same kind of food, the demand level has also been significantly improved. For example, in the past, most residents bought three-grade rice sold by state-owned grain stores, but now the first-grade rice on the market has become the main choice for residents' consumption. There are many kinds of food in markets and supermarkets, which greatly enrich the residents' "vegetable basket" and "rice bag". High-quality seafood, such as shrimp, crab and shellfish. , has entered people's recipes in large quantities, and people pay more and more attention to diet. All kinds of convenience food, leisure food, health food and green food quickly entered people's families. Low-sugar and low-calorie foods are loved by urbanites, and a balanced diet structure is increasingly respected by people.
In terms of clothing, consumption is developing towards diversification, personalization and upscale, and people's clothing consumption is paying more and more attention to upscale, beautiful, comfortable and generous. Suit, brand-name leather shoes, fur coat, etc. Has been owned by more and more urban residents. Now, when you walk the streets, what you see will no longer be a "blue ocean", but a colorful picture.
From the use point of view, the consumption of durable goods in urban and rural households has experienced an all-round development process from scratch, from less to more, from low to high. Take the "big things" that people pursue as an example, watches, bicycles, sewing machines and transistor radios that people pursue in the 1970 s; Recorders, washing machines, televisions and refrigerators in the 1980s; Cameras, laser audio-visual equipment, air conditioners, mobile phones, computers, cars and houses in the 1990s. Every time these signs are updated and upgraded, it means a "consumption revolution". In a short period of more than ten years, the durable goods of urban families have rapidly experienced decades of development in developed countries. Consumer demand has also changed from "popularization" to "entertainment" and "enjoyment". Compared with the end of 20001and 1998, the number of urban households' mobile phones increased by 900%, the number of household computers increased by 250%, and the number of automobiles increased by 100%.
In terms of housing, the proportion of housing consumption has increased and living conditions have been continuously improved. With the development of housing construction and the deepening of housing system reform, the tension in the early stage has been alleviated, the number of households without housing and crowded households has been greatly reduced, the per capita housing area has been continuously improved, and the supporting facilities have been improved day by day.
2. The consumption structure is gradually optimized and becoming more and more reasonable.
With the continuous improvement of consumption level, the consumption structure has also undergone obvious changes. Generally speaking, urban and rural residents have realized the transformation from poor consumption structure to rich consumption structure in the past, and developed from rich consumption structure to well-off consumption structure. During the Ninth Five-Year Plan period, the living conditions of most urban and rural residents in China experienced a development process from adequate food and clothing to well-off, the consumption of urban residents gradually upgraded to development and service, the consumption demand changed from meeting the needs of survival to development and enjoyment, and the consumption scope of rural residents gradually widened, from simple food and clothing consumption mode to diversified consumption of food, housing, medicine and culture. Residents' consumption attitude has changed obviously, and the consumption structure is becoming more and more reasonable. In recent years, with the strengthening of national macro-control, the tertiary industry has been developing and expanding, and the field of socialized services has been expanding. Non-commodity expenditures of urban households (such as rent, water and electricity, gas, transportation fees, post and telecommunications fees, medical and health care fees, tuition and fees, hospitality fees, repair fees, service fees, etc.). ) have been greatly improved, and the proportion has increased significantly, which fully shows the proportion of service consumption in household consumption.
3. New consumption hotspots such as culture, education, transportation, communication and medical care have gradually taken shape.
(1) From the perspective of cultural and educational expenditure, educational consumption has been paid more and more attention, and social development has put forward higher requirements for people's quality. On the one hand, with the improvement of residents' income level, residents' demand for spiritual and cultural life has been continuously enhanced, cultural and entertainment expenditures have increased significantly, cultural and entertainment time has been continuously increased, consumption areas have been continuously expanded, cultural and entertainment quality has been continuously improved, and per capita cultural, educational, entertainment and service charges have maintained rapid growth. On the other hand, in order to meet the requirements of modern society for people's cultural quality, people pay more attention to intellectual development and improve their own level, and the investment in education is increasing, and the positive degree of children's education is gradually improving. Most children today are only children. They are the apple of their eye. As long as you can get a better education, parents generally don't care about the cost, and education investment is the least risky investment. In order to make children adapt to the challenges they will face in the future, parents not only choose schools for their children at all costs, but also increase investment in cultivating their hobbies.
(2) The cost of transportation and communication, "How beautiful the outside world is, why not run with the bulls" is a true reflection of the mentality of today's residents. Due to the accelerated pace of people's work and life, meeting the requirements of information exchange and emotional exchange, the increasing number of mobile phones and cars in society, and the emergence of e-commerce, these have promoted the rapid growth of transportation and communication costs.
(3) In terms of medical and health care expenditure, with the improvement of residents' living standards, residents are willing to spend money to buy health in order to enhance their physique, which has become a consumption fashion.
Third, the trends and characteristics of contemporary consumer psychology changes
Nowadays, enterprises and individuals are facing unprecedented fierce competition. The market is evolving from a seller's market to a buyer's market. The era of consumer-led marketing has arrived. In the buyer's market, consumers will face more complicated choices of goods and brands. This change makes contemporary consumer psychology present new trends and characteristics compared with the past.
(A) the return of personal consumption
For a long time in the past, industry and commerce served consumers as individuals. During this period, personalized consumption is the mainstream. Only in modern times, industrialized and standardized production methods have drowned the personality of consumers in a large number of low-priced and single products. When the consumer goods market has developed to this day, consumers have initially been able to buy goods or services according to their own psychological wishes, regardless of quantity or variety. Consumers choose not only the use value of goods, but also other "extensions". Psychological identity has become a prerequisite for consumers to decide to buy a certain brand product, and personalized consumption is becoming and will become the mainstream of consumption.
(2) The psychological stability of consumption is reduced and the transformation speed is accelerated.
The development and changes of modern society are extremely rapid, and new things are constantly emerging. Driven by this trend, consumer psychology is not stable and tends to keep pace with society in the speed of transformation. In terms of consumption behavior, it is manifested as: the product life cycle is constantly shortened, the upgrading speed of consumer goods is accelerated, and varieties and styles are emerging one after another. The shortening of product life cycle will in turn further accelerate the transformation speed of consumer psychology. For example, it took more than ten years for TV sets in China to develop from black and white to color, but now there are TV sets with new technologies and new functions every year. The TV set that consumers bought this year may be out of date next year. So that some ingenious businesses began to operate TV rental business to meet the psychological needs of some consumers for innovation and change.
(c) initiatives to increase consumption
The enhancement of consumption initiative comes from the enhancement of uncertainty in modern society. Human beings have the desire to pursue psychological stability and balance, and people are born with a strong thirst for knowledge. Under the trend of increasingly detailed and specialized social division of labor, even in the purchase of many daily necessities, most consumers lack enough professional knowledge to identify and evaluate products, but their psychological demand for obtaining commodity-related information and knowledge has not disappeared, but has increased day by day. This is because consumers' risk awareness increases with the increase of choices, and they will actively obtain information related to commodities through various possible channels for analysis and comparison, so as to obtain a psychological balance, reduce their risk awareness and the possibility of regret after purchase, increase their trust in products, and obtain psychological satisfaction.
(d) The demand for shopping convenience coexists with the demand for shopping fun.
Some consumers with high work pressure and high tension will aim at shopping convenience and try their best to save time and labor costs, especially for daily consumer goods and brand selection with relatively stable demand. On the other hand, due to the improvement of labor productivity, some freelancers or housewives hope to spend their time shopping, seek the joy of life, keep in touch with society and reduce their psychological loneliness. They are more willing to spend time and energy shopping, and these two diametrically opposite psychology will coexist and develop in the future.
(e) Price is still a factor affecting consumers' psychology.
Although modern marketers tend to use product differentiation as much as possible to weaken consumers' sensitivity to prices and avoid vicious price reduction competition, prices always have a significant impact on consumers' psychology. When the price exceeds the consumer's limit, consumers will inevitably turn to competitors.
Fourth, the great changes in the consumption concept of Guangdong people reflect the rapid and stable development of social economy.
Nowadays, Guangdong people's consumption concept is undergoing unprecedented changes, such as spending money on the present, spending money on time, spending money on entertainment, spending money on health and so on. If you compare with the consumption concept of "new three years, old three years, make up for it, and make up for it for another three years" 20 years ago, you will feel isolated from the world.
(1) Spend money to buy the present: At present, 80% to 90% of Cantonese people are from mortgage to buy a house, and 30% to 40% buy a car by mortgage. If we go back a few years ago and use the borrowed money to buy a car and a house, it will be unscrupulous for China people whose virtues are frugality and housekeeping. It's different now. This story has become a household name. Two old ladies met in heaven. The old lady China said: I have saved money for 30 years and just bought a new house yesterday. The old American lady said: I have lived in a house for 30 years. I just paid the house payment yesterday. People seem to understand this simple truth overnight, and they are no longer timid about future money. Of course, it is enough to spend money in the future, but also because people have the confidence to spend money and the ability to pay back money today.
(2) Spend money to buy time: Mrs. Li, who works, hired an hourly worker during the National Day holiday to not only clean the house, but also cook dinner, breakfast or lunch. Mrs. Li's family either goes to a teahouse or restaurant or delivers food by phone. She said, "I used to be tired to death on holidays, but now it is worthwhile to save time for rest and entertainment!" " In Guangzhou, more and more families employ nannies or hourly workers. From 1998, there were dozens of domestic companies in Guangzhou, and now it has grown to more than 3,300, with more than 200,000 domestic workers.
(3) Spend money on happiness: It is the National Day holiday again, and quite a few families choose to go out and have a good time. According to the figures provided by Guangzhou Tourism Bureau, during the National Day Golden Week in 2002, 60% of Guangzhou residents went out to travel.
(d) Spend money on health: this is another fashion of Cantonese people. During the National Day, the physical examination centers of major hospitals have been overcrowded since they started working on the 3rd and 4th. Nowadays, people's awareness of health care is greatly enhanced, and more and more people come for physical examination at their own expense.
(5) Absolute self-confidence gave birth to a brand-new "alternative consumption".
13 years ago, who would have thought that he would borrow money from the bank to buy his beloved car?
13 years ago, who would have thought, instead of buying ordinary eggs, to buy a "green egg" from 2.5 yuan, from small vegetable fields to big houses? People's consumption concept has changed greatly, so where should they spend their money? What is the "value" of buying? People have more money and ideas in their pockets, and a wonderful life has become a new goal. People's consumption structure began to change from the past "food and clothing" to "development" and "enjoyment", and the urban lifestyle became increasingly "personalized, modern and diversified". The emergence of the middle class, the petty bourgeoisie, the new poor and zero savers, the emergence of new consumer groups, the hot sales of tens of thousands or even hundreds of thousands of consumer goods, and the arrival of batches of goods of 10,000 yuan and 100,000 yuan into families are the inevitable products of China's political harmony, national prosperity, national security and rapid economic development. People's confidence in the future and themselves has given today's consumption concept a brand-new connotation.
The current situation, causes and countermeasures of verb (verb's abbreviation) insufficient consumption
Statistics released by the People's Bank of China show that in the first four months of 2002, the balance of Chinese residents' savings deposits was 7.97 trillion yuan, close to 8 trillion yuan, with an increase rate of 16.2%, which was 1.5 percentage points higher than that of 5438+0 in 2006. In the first four months, residents' accumulated savings increased by 605,654,380+billion yuan, an increase of 654,380+073.7 billion yuan year-on-year. Among them, time savings deposits increased by 373.5 billion yuan, and current savings increased by 236,543.80+06 billion yuan, an increase of 69.5 billion yuan year-on-year, showing an upward trend. The total retail sales of social consumer goods in China only increased by 3.84%, which was 1.7 percentage points lower than the increase of 6.54% in the same period last year. These are all caused by the continuous downward adjustment of RMB deposit and loan interest rates in China. Residents prefer to save rather than consume, and the lack of consumer confidence is also a hot economic issue in China.
(A) the impact of the international background on consumer confidence and domestic employment situation. 1、 "9? The impact of the "1 1" incident on the development of the world economy has affected the confidence of consumers in China. With the world market situation relatively bearish, consumers tend to be cautious. 2. The most direct impact of China's entry into WTO on China consumers is reflected in employment. According to experts' prediction, in the long run, after China joins the WTO, 2 million to 3 million new jobs will be created every year. However, within three to five years after China's entry into WTO, China's traditional manufacturing and agriculture may be greatly impacted. At first, the number of jobs may be reduced. The large-scale steel industry, which was hit by American exports in 2002, was under great employment pressure at the beginning of its entry into WTO, which has already made consumers feel the prospect of their own income and economic growth. A person is not optimistic about his employment prospects, and even some people may lose their jobs, so his spending power will be greatly reduced.
(2) Deflation reappears. A few years ago, there was a trend of deflation in China. After comprehensive management in 2000 and 200 1, the price trend has changed from negative to positive. When the whole world economic situation deteriorated last year, the price trend of China's economy turned from positive to negative, forming a vicious circle. The more manufacturers fight the price war, the more consumers tighten their pockets, and the price drops, but the sales volume cannot go up. The downward trend of prices has a negative impact on farmers. Farmers are both consumers and producers, and the decline in agricultural product prices has affected farmers' income. Farmers can't sell agricultural products at good prices and make money, so the rural market will not be active. This is also a reason why the price of rural agricultural products has been hovering at a low level, and it is quite difficult for farmers to increase their income.
(3) The psychological endurance of reform and the uncertainty of reform expectation make consumers feel that improving the quality of life will be greatly affected. The same option is to increase savings as preventive savings. Since 1990s, in order to reduce the burden on enterprises and speed up the reform process, China has entered a comprehensive system reform process with the security system as the core. At the same time, enterprises have implemented the reform of reducing staff and increasing efficiency, resulting in a large number of employees being unemployed and laid off. The reform of the security system makes consumers worry about their future life: who will provide them with old-age security? Who will pay for the injury? How can I have my own house? How to solve the children's school expenses? And so on, the changes in the security system will make all or part of the expenses originally borne by the state or the collective become personal burdens, and individual workers will rely on their own income and savings to pay for housing, medical care, education, unemployment, pension and other expenses at any time. Compared with previous years, although the personal income of workers has increased, the necessary expenditure and potential expenditure are increasing, which means that the actual income is decreasing, which naturally leads to general consumer goods. For example, the medical system is being reformed. What kind of responsibility should your own medical individuals bear in the future? What is the proportion of personal burden? Everyone has no bottom. The reform of the pension system is also under way. Although a lot of work has been done in the past two years to ensure the timely payment of pensions, there are still some areas where some people defaulted on their pensions a few years ago. Even if it is paid on time, the pension level is not very high, and a considerable number of retired workers feel that improving their quality of life has been greatly affected. The education system reform is also going on, and everyone doesn't know what the current education system reform will do. In the past few years, tuition fees have been increasing. How much does it cost for children to go to school, especially to go to college? Nobody knows. All these have produced certain expectations for consumers (us), and everyone will obviously feel that the cost they have to pay in this reform process is very high, which many families cannot afford. Take education tuition as an example. In recent years, the tuition fees of primary and secondary schools and universities in China have been rising. Residents of middle-income families in many cities will find it quite difficult to support a child to go to college. At present, the tuition fees of domestic universities are generally between 5,000 yuan and 1 10,000 yuan per year. Compared with the absolute level of developed countries, this level is not high, but it is very high compared with the existing income level of urban and rural residents in China. Generally, about 50% of public universities charge more than 5,000 yuan a year. This concept is from the average level. It is equivalent to the annual income of middle-income workers in a medium-sized city. In other words, the parents of a college student should have all the income of a person, and they should not eat, drink or spend money for their children to go to college. What kind of pressure is this? There are also burdens such as medical care and housing, so it is understandable that consumers are willing to temporarily save and give up active consumption based on the expectation of the reform of the national macro-control system and their own living needs and security needs.
(D) Suggestions and countermeasures to promote residents' consumption
1, improve the income level of residents and enhance their spending power. A resident's consumption level is largely reflected by his income level. At present, China's overall consumer demand is not prosperous, and improving the income level of urban and rural residents has become the key to stimulating consumer demand. In cities, on the one hand, we should implement active employment training, expand the total employment, do a good job in re-education and vocational training for laid-off workers, improve their economic income and enhance their purchasing power; On the other hand, it is necessary to strictly implement the minimum wage standard and gradually raise the level of the minimum wage standard according to the economic development. Wages, pensions and medical expenses owed by employees in the past should be made up as soon as possible. In rural areas, we should take increasing farmers' income and reducing farmers' burden as the top priority, adjust and optimize rural industrial structure and product structure on the basis of resolutely purchasing grain at protective prices and ensuring planting income, and actively promote agricultural industrialization. At the same time, vigorously develop township enterprises, moderately develop small and medium-sized towns, speed up the transfer of rural surplus labor, broaden the non-agricultural income channels of rural residents, and remove obstacles that restrict farmers' consumption.
2. Improve public participation in reform measures, strengthen publicity and enhance consumer confidence. In recent years, a series of reforms such as housing system, employment system, endowment insurance system, medical system and education system have been introduced one after another. Due to the lack of public participation in the formulation of the reform plan, insufficient information disclosure by relevant departments, and the increasing number of laid-off workers year by year, residents' expectations of the reform cost and prospects are unclear, and they lack confidence in future income growth. Residents' confidence is crucial to economic prosperity. In order to enhance people's confidence in reform and economic prospects, it is necessary to establish a decision-making system with public participation and increase the transparency of reform. Practice has shown that without the participation and understanding of the broad masses of the people, it is difficult for any reform to advance smoothly. The relevant government departments should clearly tell the public the reform plan that can be made public, so that residents can understand the personal burden after the reform and reduce the uncertain factors of residents' expenditure.
3. Improve the consumption environment and cultivate consumption hotspots. Starting from the reality of urban and rural areas, we will clean up and adjust some policies that restrict residents' consumption, and strive to eliminate all kinds of consumption obstacles from the system and policies to meet different levels of consumption demand. Comply with the changing trend of residents' consumption structure and cultivate consumption hotspots. Because only by creating new consumption hotspots for China residents who have solved the problem of food and clothing can their consumption enthusiasm be stimulated. Practice shows that cars and houses will be the right choice. In these two aspects, can we consider canceling the automobile consumption tax (including purchase surcharge and vehicle and vessel use tax), and reducing or even canceling the deed tax on the purchase of commercial housing at an appropriate time? Let cars and houses really become the consumption hotspots of residents and become the new growth point of the whole economy.