China is currently in a critical period for the comprehensive construction of a modern socialist country. General Secretary Xi Jinping has pointed out the necessity to establish and improve a long-term mechanism for expanding residents' consumption, which ensures that residents with stable incomes can consume, dare to consume without worries, and are willing to consume in an excellent consumption environment with a strong sense of gain. It is evident that consumption is playing an increasingly significant role in our country's economic construction. Interestingly, in the rapidly changing socio-economic context, the consumption market is constantly evolving and innovating. From a macro perspective, consumption plays an important role in promoting economic development and enhancing domestic demand.

From a micro perspective, according to the well-known hedonic adaptation theory in consumer psychology, although current consumption methods and levels have greatly improved compared to the past, consumers have already taken them for granted. Further innovation is required to rekindle strong consumer demand, which also puts higher demands on the design of supporting policies. Accordingly, this article explores policy suggestions to promote consumption innovation from four aspects: "Consumption Opportunities, Consumption Objects, Consumption Technology, and Consumption Communication".

Innovating Consumption Opportunities, Letting Consumers Buy Happily

The emotional induction theory suggests that emotions play a vital role in consumer decision-making. Novel, joyful, comfortable, and emotional consumption atmospheres, opportunities, and experiences help guide consumers to make purchasing decisions. In consumption innovation, the government can organize and host consumption activities, using the model "a bit of government subsidy, a bit of enterprise concessions" to achieve the operational goal of "citizens benefit more", creating new consumption opportunities for consumers, stimulating their positive emotions, and encouraging impulse purchases. For example, the Wuhan city government recently hosted the 2023 Wuhan Sports Consumption Week, which linked "government-led" and "sports consumption", distributing a total of 10 million yuan in sports consumption coupons during the event, 3 million yuan of which could be used at the Wuhan Consumption Week venue. The distribution of consumption coupons created a good consumption atmosphere at the event, stimulated the vitality of sports consumption, and injected energy into economic development.

Innovating Consumption Objects, Letting Consumers Buy a Variety

Cooperative marketing theory emphasizes the importance of organizational cooperation and joint promotion of products or services for sales growth and brand enhancement. In consumption innovation, the government should strive to break down market barriers, lower entry thresholds, promote exchanges and cooperation between different regions and fields in the area of consumption innovation, and guide domestic and international advantageous consumption resources to complement each other through the establishment of international consumption platforms. This will encourage businesses to establish international trade cooperation, connect to the international consumer market, and thereby provide consumers with more diversified choices and convenient shopping experiences. For example, under the craze of the "International Consumption Season", Shanghai held the "Import Hi-Buy Festival" and planned activities such as import specialty goods and cross-border e-commerce discount seasons, amplifying the spillover effect of the Expo, and building a new high ground for Shanghai's "Buy Global, Sell Global". By constructing a complete international consumption platform, Shanghai enriched consumers' choices and shopping experiences, and enhanced its own consumption vitality.

Innovating Consumption Technology, Letting Consumers Buy Cool

It has become a trend to utilize advanced technology and information tools, and combine technology with consumption in an intelligent, convenient, and personalized manner, thus providing more intelligent and efficient consumption choices and services. The government needs to encourage companies to fully utilize AI, big data, and VR technologies within the scope allowed by laws and regulations. For example, relevant departments should encourage businesses to use big data and AI technology to analyze consumer profiles, thereby providing consumers with more accurate product recommendations and a more personalized shopping experience, ultimately improving consumer satisfaction and willingness to purchase. Furthermore, the government can also support businesses to introduce virtual try-on, virtual exhibition, and other virtual experience technologies, helping consumers to better understand and experience products.

Innovating Consumption Communication, Letting Consumers Buy High-End

Communication promotion is the bridge between businesses and consumers that can effectively deliver product or service information, stimulate consumers' buying desire and guide their behavior. The government needs to make greater use of new media and digital communication means to build a regional brand of "Consumption in Shanghai". To achieve this, the government first needs to clarify the unique positioning of this brand in consumers' minds and convey core values related to Shanghai. For example, through advertising and brand storytelling, it can display Shanghai's characteristics, culture, and advantages, emphasizing the brand's close connection with these elements to establish brand identification and emotional resonance. Secondly, relevant departments need to use multiple channels to widely publicize brand information. For example, for the local Shanghai market, mainstream media can be chosen for targeted placement to ensure the coverage and accuracy of brand information. On this basis, the government should encourage consumers to participate in the content creation of the brand, promote the brand image of "Consumption in Shanghai" through user-generated content and word-of-mouth, to further enhance the attractiveness of the brand.

During future development, consumer innovation will continue to serve as a significant engine propelling economic growth. It's crucial for the government to fully mobilize its initiative, actively organize and carry out consumer activities, thereby creating new opportunities for consumption. By breaking down barriers, lowering thresholds, encouraging exchange, and seeking collaboration, it guides businesses to accurately leverage technological innovation and dissemination, which in turn enhances consumer experience and satisfaction, expanding market influence. It's only through the collective efforts of both the government and businesses that a truly effective long-term consumer mechanism can be established, enabling the prosperity and stability of the consumer market, and allowing the people to share in the fruits of reform and development. With the impetus of comprehensive policy measures, we are confident in our ability to infuse fresh vitality into consumer innovation and economic growth, realizing the beautiful vision of sustained prosperity.