In the evening of summer, the business circle of the city is gradually becoming lively, and "shopping" and "shopping" have become "necessary" items in summer nights. In recent years, "nightlife" is expanding from catering and shopping to entertainment and leisure, and night cultural activities such as performances and exhibitions are gradually increasing.
Night shopping, night eating, night practice, night reading, night entertainment, night outing … The prosperity of "night economy" is an important symbol of a city’s economic openness and activity. Since the beginning of this year, many places have proposed to develop the night economy, and local government officials have taken the lead in taking to the streets to eat supper, and many places have issued documents to promote the vitality of night consumption.
In the hot summer, how can cities ignite "fireworks" in 2022? What are the new trends of night economy under the boost of local consumption policies? Which cities love "nightlife" best? Who is the main force of night consumption? The Beijing News Shell Finance takes you through the data to see the "consumption picture" of midsummer night.
1.2022Economic scale is expected to break through.40Trillion yuan
Which cities are"The city that never sleeps"?
Night economy is an important part of urban economy, and it is also an important starting point for cities to stimulate consumption.
According to the survey report of urban residents’ consumption habits of the Ministry of Commerce, 60% of residents’ consumption occurs at night, and young people born after 1995 are the main group of night economy.
2019 is called "the first year of night economy in China", and the night economy develops rapidly. The State Council issued "Opinions on Accelerating the Development of Circulation to Promote Commercial Consumption", proposing to enliven night businesses and markets and improve the convenience and activity of night consumption. In 2019, the night economy reached 26.4 trillion yuan, a year-on-year increase of 15.3%. In the following two years, the night economic growth rate exceeded 17%. According to Ai Media Consulting, China’s nighttime economic growth rate will continue to grow in 2022, and the economic scale is expected to exceed 40 trillion yuan.
In 2021, the Ministry of Culture and Tourism announced the first batch of 120 national night cultural and tourism consumption gathering areas. The data shows that Beijing, Hebei, Shanghai, Jiangsu, Zhejiang, Jiangxi, Shandong, Guangxi, Chongqing and Sichuan have the largest number of night culture and tourism consumption areas. Qianmen Street in Dongcheng District of Beijing, Tianqiao Performing Arts Zone in Xicheng District, 798-751 Art Block in Chaoyang District, Liangmahe Style Waterfront in Chaoyang District, Huaxi LIVE· Wukesong in Haidian District and Gubei Water Town in Miyun District are all on the list.
Night economic agglomeration has become the common carrier of night economic construction in most cities. Guangzhou, Beijing, Shanghai, Qingdao, Suzhou, Foshan and Kunming have clearly put forward relevant construction plans. For example, Foshan proposes to build eight high-quality night economic clusters by the end of 2021, and Kunming proposes to build 15-20 night economic clusters.
In order to boost the economy and consumption vitality, measures to develop night economy have been issued in many places this year.
The Beijing News Shell Finance reporter found that taking Beijing as an example, in February 2022, the Beijing Municipal Bureau of Commerce and other 10 departments issued "Several Measures for Further Promoting the Development of Business Circle", which put forward 14 specific measures to promote the development of business circle from four aspects: innovating business circle management mode, creating a prosperous and standardized business circle consumption environment, improving the intelligence level of business circle and increasing policy support, among which "encouraging key business circles to develop night economy" became an important content.
Henan proposes to focus on the development of "night economy", allowing the use of "shops outside" and "open-air markets" under standardized and orderly conditions. In Xi ‘an, qualified commercial pedestrian streets and commercial complexes are allowed to operate outside in the specified time period at night, and outdoor activities such as automobile market, cultural and creative market, cultural performances and night trips to Chang ‘an are held based on characteristic commercial districts.
This summer, the "trunk market" rose again, enriching the nightlife consumption scene.
In Nanjing, Qingdao and other cities, whenever night falls, many people drive their cars to the local square, line them up in turn, open the trunk to display goods, install small light bulbs and literary signs, and turn them into miniature shops. Such a "trunk shop" has attracted many citizens to stop.
Generally speaking, China’s night economy presents the characteristics of "strong in the south and weak in the north". According to the big data of the ride, during the period from May 1 to June 20, 2022, among the TOP 10 cities with night travel activity, 9 cities in the south and only one city in Beijing in the north. Among them, the top five cities in activity belong to South China.
In addition, the demand for night travel also reflects the economic vitality of the city, and the demand for night travel of residents in new first-tier cities is generally more. The Beijing News Shell Finance reporter found that among the top ten cities traveling at night, there are 5 new first-tier cities, 3 first-tier cities and 2 second-tier cities. In 2021, the GDP trillion club, New Jincheng, Dongguan ranked third, and Foshan ranked fourth.
It is worth mentioning that second-tier coastal cities are also active at night. Two second-tier cities, Xiamen and Quanzhou, ranked in the top ten for night trips, and Xiamen ranked second, second only to Shenzhen.
2."at nightDrink "into a young man"New consumption trend
exceedsixsucceedInterviewedConsumers go at least once a month.
On summer nights, having a drink with three or five friends has become one of the ways for young people to relax at night.
Urban nightlife scenes are constantly enriched, and pubs that are mainly open at night have become an important scene for people to socialize and entertain. According to the sample survey of Ai Media Consulting, more than 60% of the consumers interviewed go at least once a month, among which 27.5% go once every two to three weeks and 18.9% go once a month.
Although drinking is the main thing, unlike nightclubs, the bistro with a sense of atmosphere provides more social space and is a "compound" venue that includes music, board games, performances and catering.
Night consumer demand is constantly released, and the pub economy is growing steadily.
In 2018, the scale of China’s tavern market exceeded 100 billion yuan; In 2021, the market scale reached 128.04 billion yuan, an increase of 26.2% compared with 2020. Zheshang Securities said that with the relaxation of epidemic prevention and control policies in various places and the peak of night consumption in summer, the demand for night consumption has been steadily restored, which is expected to promote the concentrated outbreak of pub format in summer.
The pub economy is hot, more people are eyeing this "cake", and many catering enterprises have entered the "bistro" across the border. According to Ai Media Consulting, from 2015 to 2020, the total registered volume of China tavern-related enterprises showed an overall upward trend, with a compound annual growth rate of 49.5%. By the end of 2021, the total registered volume of related enterprises reached 14,658. Among them, there are many new consumer brands like Naixue, as well as catering enterprises such as Puju and Laoxiang Chicken.
3. DuodiExtend the opening hours of cultural venues such as museums.
Cultural life enters night economy.
In addition to catering and shopping, the cultural consumption of night life is also increasingly prosperous. Many places propose to extend the opening hours of museums, art galleries and other cultural venues, and visiting museums and watching exhibitions has also become a favorite night cultural activity for consumers.
The rise of night cultural activities has promoted the gradual recovery of China’s performance market.
In 2021, the overall scale of China’s performance market reached 33.585 billion yuan, an increase of 27.76% compared with 2020. Among them, drama has become the most popular type of performance. In 2021, among the 114,400 theatrical performances, the box office revenue of drama performances ranked first, and the number of drama performances ranked third.
On June 29th, Ma Li, deputy director of the Industrial Development Department of the Ministry of Culture and Tourism of China, said that the Ministry of Culture and Tourism would plan and implement an action plan to promote cultural and tourism consumption in the second half of the year, seize the peak summer consumption season, focus on developing night culture and tourism economy, and guide relevant institutions to publish night culture and tourism consumption maps.
4.“E-commerce night market "helps night economy"
Which cities like to place orders at night?
Liu Genghong, who escaped the aerobics this summer, did not escape Dong Yuhui, who brought goods in the live broadcast room of Oriental Zhenpin.
Since June this year, the bilingual live broadcast of New Oriental has been on fire, which not only allows people to see the new way of live broadcast with goods, but also allows people to see the potential of e-commerce night market economy.
With the maturity of new consumption patterns such as live e-commerce, the proportion of online sales channels shopping at night is expanding. Ningbo, Shanghai and other places issue e-commerce coupons to stimulate consumption. On June 27th, Anhui started the night economic consumption season, focusing on key sectors such as automobiles, home appliances, catering and e-commerce, to help the whole chain of consumption recover.
The data shows that people in first-tier cities prefer to place orders online on summer nights. From May to June 20, 2022, the number of online shopping orders in first-tier cities ranked in the top four, and Beijing ranked first. Chengdu, which is called "the city that never sleeps" by many tourists, is also enthusiastic about online shopping.
What do people who don’t sleep buy? Residents in different areas have regional characteristics in shopping. Consumers in Changsha and Hangzhou, online celebrity’s tourist cities, prefer travel products, while residents in Fuzhou and Guangzhou prefer entertainment products. People in Sichuan and Chongqing prefer food and drinks, while Beijing and Shanghai prefer fresh food.
