In 2024, my country’s rural consumer goods retail sales will reach 6.7 trillion yuan, a year-on-year increase of 4.3%, 0.9 percentage points higher than that of urban areas. The scale of rural consumption continues to expand, and the consumption potential is accelerated, which has brought strong impetus to expanding domestic demand, stabilizing growth, helping rural revitalization and urban-rural integration. What are the new trends in rural consumption? Where does the confidence for growth come from? What are the new channels? Recently, reporters visited many villages in Shandong to explore new changes in rural consumption formats and record the beautiful new life that villagers have ushered in under the drive of new consumption.
The Yellow River is winding and the sand is thousands of miles long. In Muli Town, Gaoqing County, Zibo, there is a famous local dangerous beach of the Yellow River, Bailong Bay. Many years ago, there were frequent floods here, and the villagers did not live a rich life. In 2017, Shandong officially launched the relocation project of residents in the Yellow River beach area, and Bailongwan Village became one of the relocated villages. Around 2021, the villagers moved into spacious and bright buildings one after another.
In 2025, four or five years after the relocation, how did the villagers of the Yellow River beach live? This spring, the reporter revisited Bailongwan Village and looked at the “new life” of the people in the beach area from the “new bills” of consumption.
“This is the sweeping robot I bought, which cost 4,000 yuan.” Early in the morning of February 17, in Longwan Community, Muli Town, Gaoqing County, Zibo, the smart sweeping robot started working according to voice commands, and villager Shen Xinling also started a busy day.
“Now, the people in our Yellow River Beach also use sweeping robots, which was unthinkable before.” Shen Xinling said that after the relocation, 6 nearby villages moved into Longwan Community together, and the lives of the villagers also underwent “tremendous changes.”
The reporter noticed that many new home appliances have entered the villagers’ homes. In addition to sweeping robots, many villagers in Longwan Community also use smart door locks.
“There are 12 households in our unit, and seven or eight of them use smart electronic door locks.” Shen Xinling told reporters that the villagers’ lives have been “upgraded” from the iron locks used for decades in the old village before the relocation to the electronic smart door locks worth thousands of yuan on the entrance doors of new houses. Their consumption habits have also changed.
75-inch smart TV, fully automatic stove, coffee table worth nearly 10,000 yuan… When I walked into Shen Xinling’s home, all I saw were the most fashionable brands and styles.
Shen Xinling showed reporters a “new bill” for consumption in the past five years. After the relocation, her annual consumption bill reached hundreds of thousands of yuan, most of which was used for daily life consumption, such as purchasing daily necessities, home appliances and furniture, etc.; a large part of the consumption was used to improve the quality of life, such as beauty and hairdressing, gold jewelry, cosmetics, computer tablets, etc.
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