New kinetic energy!Activate "Night Economy"

China Well -off Network Exclusive Specialty

Text | "Well -off" · China Well -off reporter Liu Yanhua

Night economy is the vane of urban prosperity, and a new highlight of the high -quality development of economic and social economic and social in the new period.

The diverse form is the Great Night economy, and the local area pays more attention to promoting the development of the cluster of the consumer industry at night. Photo Source/HELLORF

Night purchase, night food, night tour, night entertainment atmosphere are full, fireworks, city wells, and cultural spirit. In the night, the most lively city is like the brightest stars in the darkness. The dazzling places are prosperous, fashionable and civilized.

"Night Economy" not only hides the wealth password of living in peace and career, but also has become an important driving engine for consumption and stable growth in various places.

Fireworks

On July 30, the night fell, and Yuelangxing was sparse. Next to the Hotel Liliton Hotel, Beijing, the first summer market organized by China Trade Center was about to end, but the scene was still hot.

"Affected by the epidemic some time ago, the food was suspended. In order to make up for the previous" loss ", as long as we have the opportunity to meet with our family and friends during this time, punch in various foods." Haidian, more than a week ago, was "planting grass" by this bazaar more than a week ago. Here, Lavazza, Seesaw, OKEYDOKEY, Commune, Baked Baking ... The brand merchant lineup is luxurious, coffee, pizza, ice cream, seafood and other foods are available, and you can also camping flying and watching open -air movies. Bai Juan bluntly, "This trip."

Shopping the night market is a big hobby of Bai Juan. She revealed in an interview with "Xiaokang" magazine and a reporter from China Well -off. City activities.

The people who shopping were full, and the stalls were full of energy. "The location of my stalls is not fixed. Most of them are registered for some market activities organized by large business districts." July 30th is the 32nd day of the resignation of the handmade jewelry stall owner Wang Ke. According to her memories, in just one month Time, she has traveled to many business districts in Beijing, such as Sanlitun, Xidan Yuecheng, Longfu Temple, etc. "In order to speed up the economic recovery, Beijing has launched a number of measures including the issuance of 100 million yuan of catering consumption vouchers, which greatly stimulated people's enthusiasm for going out. Hundred, the best business on the weekend, there can be more than a thousand flowing water. "Wang Ke estimated that he had earned nearly 10,000 yuan a month.

Also at 8 pm on July 30th, the 70 -year -old Peking Opera ticket friend Yang Mingxian also chose to go out of the house, go to Baita Temple, Beijing, and rush to a date for more than 9 months- "Meet Mei in Baita Temple Lan Fang "Beijing -Kunming Art Share Night. At the end of the performance, Yang Mingxian lamented, "In such a world, it is rare to observe the immersive viewing."

In modern cities with tight work and life, night consumption has become the most prominent part of the entire consumption composition. Affected by the epidemic, Beijing's catering, retail, tourism and other industries in the first half of this year suffered a huge impact. It is reported that following the "Implementation Plan for the Prevention and Control and Stable Economic Growth of the Beijing Municipal Overclocking Epidemium and Stable Economic Growth in early June, the" Specific Measures on Assisting Enterprises to Promote Consumption and Promoting Consumption of Consumption "in July "Several measures to promote the prosperity of night economic prosperity in Beijing", that is, the "Night Economy 3.0 Policy", which clearly proposes to build a "night Beijing city" characteristic consumption landmark with about 10 domestic and foreign influence, about 30 night consumption with night consumption The significant "Night Jingcheng" integrates consumer punching fields, 5-10 boutiques in the city's night tour, enrich the new experience scene of the night tide shopping, better meet the people's high -quality, multi -level night consumption needs, and at 7 On the 15th, the "2022 Beijing Consumer Season · Night Jingcheng" event was officially launched. The city's more than 20 key business districts and nearly 10,000 brand merchants have participated in it. Until November, more than one hundred activities of night rewards, night taste, night entertainment, night movement, and night purchase will be launched.

It is worth mentioning that, due to the dissipation of the epidemic and the superposition of consumer policies, in the night, the major business districts in Beijing are recovering the noise of the past. According to Meituan data, in July, Beijing's night consumption was hot, and the number of orders for restaurants at night accounted for 48%. The data of the charging treasure can also be proved. In the past week, users in Beijing have increased by 67.4%from the previous month, which is more rapid than 52.9%during the day.

There is a night to do night

Beijing is just a microcosm of the country's efforts to make a night economy. In June this year, Zhejiang Province proposed to build 4 national night cultural tourism consumer gathering areas; Wuhan City, Hubei Province proposed to hold night cultural tourism activities such as night light and shadow shows, food festivals, beer festivals, music festivals, characteristic performing arts; Tibet Autonomous Region Lhasa The city proposed to plan about 10 night economic demonstration zones within 3 years. According to Ai Media Consultation, it is expected that my country's night economic scale will exceed 40 trillion yuan at night.

It should be noted that the night economy is not a new word in my country. As early as 2016, my country ushered in a large wave of night economic policy dividends. After a lapse of 6 years, reporters of "Xiaokang" magazine and China Well -off network found that the night economic development of our country has also shown some new trends and new highlights today.

First of all, doing the Great Night Economy, and local governments pay more attention to the development of cluster development at night. Night consumption is not only "eating, drinking, buying", but also includes diversified forms such as sightseeing, leisure and entertainment, sports and fitness. Many places are focusing on people's material and spiritual and cultural needs, exploring different consumer scenarios and models, and for citizens and tourists Provide more options. Taking the popular night market as an example, Shanghai has created the "Sinan Yé party market" in the well -known weekend's literary and artistic destination, gathered camping, land surfing, makeup workshops, music performances, etc. The planting format meets the social needs of different people with different hobbies; Hangzhou West Lake District has integrated leisure highlights such as night breeze pop -up, art roaming, music scene, food exchange such as music, such as the business district linkage. Come to a full range of leisure feasts. Secondly, when you marry cultural marriage, the night economy is more vitality. To be a big night economy, all localities are still working hard to increase cultural connotation, combine the night economy with traditional culture, festivals, and customs, and integrate with the district characteristic culture and trend culture. Life is more colorful, which stimulates new development vitality and new consumer needs. Yangzhou's bathing culture, speaking culture, Changsha's entertainment culture, and Guangzhou's supper culture are the highlights of the local night economy.

Third, the development of the night economy is closely interacted with the construction of special districts, and the urban renewal, and promotes each other. For example, the relevant opportunity list released in the "14th Five -Year Plan of Chengdu City", that is, two urban renewal projects are deeply integrated with night economic development. Among them, the urban renewal project of Zhonghe Old Pier Area will be based on the historical and cultural and culture of "docks, old -fashioned town" to create a very "western Sichuan residents" style. Creating Zhonghe Old Pier Cultural and Innovation Nights is one of the main construction contents of the project.

In addition, the deep integration of the night economy and the digital economy is led by digitalization, networking, and intelligence. Through the application of new technologies such as big data, cloud computing, the Internet of Things, and artificial intelligence in the night economic field, a number of digital economy has emerged in the country. Application scenarios innovation demonstration cases. For example, Wuxi Huahua Bay, which has been approved for the first batch of national night culture and tourism consumption agglomeration areas, uses AR and 5G high -tech video technology to achieve digital upgrades to achieve the experience of "immersive" and become people's "check -in" must be a must Choose.

Kung Fu is outside "Night"

Night economy is the vane of urban prosperity, and a new highlight of the high -quality development of economic and social economic and social in the new period. Due to climate and other factors, my country's night economic development is the characteristics of "south strengths and north". This is also reflected in the list of "2022 counties and cities in the Economic Prosperity". Among the top 10 of the list, only the northern cities were selected in Chengyang District, Qingdao City, Shandong Province. Among the top 100 of the list, only 30 seats in the northern cities, just 30 %.

However, there are still some common problems in the development of the night economy. It is particularly noteworthy that at present, some places have not yet formed a certain brand characteristics of the night economy, and there is an existing tendency to develop extensive and homogeneous development. Correspondingly, the trend of young consumer groups and diversification of consumer demand has put forward higher requirements for the supply of night economy.

"Today is the era of great rich commodities. Consumers are facing a lot of choices, and consumer demands are constantly upgrading. In the past," Night Economy "thought of low -grade and cheap, and now people are pursuing quality and enjoyment." According to Xu Guangjian, a professor at the School of Public Management of Renmin University of China, "service+experience" is the key to the development of the "night economy" in the future.

"The healthy development of the night economy requires the government to carry out top -level design and planning." Shen Jiexia, the principal of the Kaifeng Culture and Art Vocational College, believes that the development of night economy is a major opportunity for historical and cultural cities or historical and cultural blocks. Combined with cultural, scientific and technological, innovation, art and other means, rely on the rich historical and cultural resources of ancient towns, ancient villages, and ancient cities, to create night tour products with deep regional characteristics and cultural heritage to avoid homogeneity of night tour products. Enterprises need to consider important issues. Cui Lili, executive director of the Institute of Electronic Commerce of Shanghai University of Finance and Economics, has paid a long time of attention to the night economy. In her opinion, the key is to find local characteristics. To this end, not only need to work hard in the fusion of the format, but also consider the characteristics of the surrounding population and the implantation of cultural elements. In addition, in the era of digital economy, the integration and unity of online and offline have also become the key to winning.

("Well -off" · China Well -off Exclusive Draft)

This article was published in "Well -off" in late August 2022

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