The night economy continues to be hot, and the market space is huge

During the Mid -Autumn Festival holiday just now, "Night Tour" became a highlight. Not long ago, the Ministry of Culture and Tourism released a list of the second batch of national night culture and tourism consumption agglomerations, and a total of 123 gathering areas were selected. At present, there are 243 night culture and tourism consumption agglomeration zones in my country.

The reporter learned that many departments have issued relevant policies and measures to promote the development of night economic development, and some companies have continued to act on night consumption.

Tourists are in Xuanxi Shuangjing, Xishuangbanhong City, Yunnan Province

Night consumption continues to heat up

Theme park night tour, boat night tour, city night tour tourism, night scene light show ... The Mid -Autumn Festival holiday just passed, "night tour" became a highlight.

Watching the paintings of Huangsha and Mingyue's integration slowly unfolding, a song of a trick flying was shocked as heaven. According to the relevant person in charge of the Guangdong Provincial Museum, there have been more than 10,000 people who have been open to the audience at night since this year, and the "Museum Night" has greatly promoted cultural and creative consumption.

In Beijing, Ms. Deng of Universal Studios made many times. Now she is very popular at night, and the restaurant will line up for 20 minutes at 8 o'clock in the evening.

Recently, the Ministry of Culture and Tourism announced the list of the second batch of 123 national night culture and tourism consumption agglomerations. List.

In Shanghai, leisure and entertainment at night heated up. Meituan data shows that since August, Shanghai's night leisure and entertainment orders have increased by 42%month -on -month. Shanghai Jinqiao, Pentagon, Changshou Road, Kangqiao, and People's Square have the top five orders. From the perspective of growth, Shanghai Old Pier, Xinlefang and Yexie Town are the fastest growing places in August Entertainment.

According to the Tuniu Tourism Network Travel Data, driven by the economy of the night tour this year, major tourist attractions and theme parks have launched night travel theme products and related programs, attracting many tourists.

While lighting up the night life of the city, night consumption also added fireworks. According to Meituan data, from August 1st to August 28th, Shanghai Night Church order orders increased by 50%month -on -month, and at night takeaway orders increased by 20%month -on -month.

From the national point of view, from August 1st to August 28th, the nationwide night food order increased by 35%year -on -year, and the night leisure and entertainment orders increased by 27%year -on -year, which were higher than the increase in orders during the day.

Deep excavation of market space

A survey report on the consumption cost of urban residents in the Ministry of Commerce showed that 60%of my country's consumption occurred at night.

Guan Lixin, a researcher at the Institute of Circulation and Consumer Research Institute of the Ministry of Commerce, said that at night, it has become the "golden period" of consumption of residents in my country. She analyzed that the sales of large shopping malls from 18 to 22 per day exceeded half of the whole day. From 21:00 to 22, it is the highest peak of Taobao transactions, and the percentage of more than 36%of consumption at night consumption is more than 36%. From 21:00 to 23, it is the peak of the short video website. From 22:00 to 1 am the next day, the amount of ordering orders increased significantly.

"The night economy is to meet the instant needs of consumers, extend the operation time of merchants, and create new market increasing." According to the data of the Meituan, from the perspective of platform data, with the surge in consumer demand at night, restaurants, convenience stores and other merchants Both extended business hours.

The role of the night tour economy on tourism consumption is equally significant. According to Ctrip data, nearly 50 % of the consumers who have reached tickets for the Scenic Spot of the Night Tour Category have also ordered other travel products at the destination.

The reporter learned that related measures have been introduced in many places to encourage activities such as night catering, cultural entertainment, tourism, etc., and stimulating the vitality of night consumption. According to data from the China Tourism Research Institute, more than 200 cities in the country have launched night tour lines, night performing arts, and performances such as night cultural tourism rejuvenation plans.

Beijing, Shanghai, Guangzhou and other places combined with the construction of international consumer centers to release several measures to promote the development of night economic development, and organize a series of activities such as the Night Consumption Festival.

It is understood that Beijing focuses on creating 10 "night Beijing" characteristic consumption landmarks, cultivating 10 city -level "late night cafeteria" characteristic catering districts such as nighttime characteristics and scenes to better meet high -quality and multi -level night consumption needs. More than 400 night shopping malls, more than 80,000 night restaurants, and more than 4,000 night entertainment venues constitute the city's "night state". More than 3700 24 -hour convenience stores and more than 800 star hotels are rich in night economy. 2022 " The "Night Life Festival in Shanghai is extremely hot.

Visitors buy in Ningxia Yinchuan City, Jianfa Repair City Features Night Market

In addition, Ningxia held the theme of 2022 "Ningxia Chao Life" theme to promote consumer activities to create eight major scenes of "night tour, night entertainment, night purchase, night food, night health, night reading, night stay, night show". During the 3rd "Drunk Beauty · Night Zhengzhou" consumption season, Zhengzhou issued a series of policies and measures for consumption and stable growth, with a total investment of more than 400 million yuan, directly driving consumption of about 15 billion yuan.

Continue optimizing the consumer environment

From the perspective of experts, to promote the healthy development of the night at night, it is necessary to innovate consumption supply, optimize the consumer environment, standardize consumer behavior, and create a more complete night economic ecology.

First, expand multiple consumption scenarios. Guan Lixin suggested that in accordance with the diverse consumption needs of local residents and foreign tourists, and combined with the various scenarios such as holiday leisure and night entertainment covered by the night economy, they optimized consumer experiences such as special foods, shopping entertainment, outdoor sports, tourism homestays. Using big data, cloud computing, mobile Internet, artificial intelligence, etc., innovate night experience consumption projects, enrich the night economic format model, and meet people's personalized, multi -level, and quality night consumption needs. Secondly, create a night economic brand. Guan Lixin said that it should promote the integration of conferences, business, travel, text, and physical fitness to create activities such as night conventions and exhibitions, events, and performances. Highlight the advantages of urban natural resources, humanistic characteristics, historical culture and other advantages, and differentiate to create night economic cities IP. Combined with measures such as the construction of international consumer center cities and the transformation and upgrading of pedestrian streets, improve the space layout of the consumer carrier, create a night consumption gathering area, and guide the night consumption trend.

Miao Muyang, director of the Department of Industry Development of the Ministry of Culture and Tourism, said that the national -level night culture and tourism consumption agglomeration areas have promoted the scale of the scale of the construction of the agglomeration area. Vitality and new engines that form a strong domestic market. It is necessary to actively guide localities to strengthen marketing promotion and brand building under the premise of normalized prevention and control, continue to promote the upgrading of quality improvement in the agglomeration area, and make the agglomeration area the first choice for residents' night consumption.

Third, improve urban management and services. "It is necessary to improve urban infrastructure and supporting services, improve urban night traffic, lighting and other systems, innovate social management methods such as urban management, environmental hygiene, social security, traffic management, etc., and clarify the time, place, and scope of operation of night fixed and temporary operations. Rules, extend the opening hours of museums, libraries, concert halls, etc., and form a night economic public service pattern of government promotion, urban linkage, departmental interaction, and participation in various parties. "Guan Lixin said.

Source Economic Reference News (Reporter Ban Juanjuan Wang Wenbo Dingle)

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