Fireworks, cultural flavor, sports fan ... This summer night life is colorful

The summer heat is not diminished, and the strong "night economy" vitality exudes a strong "night economy" vitality in Changsha City, Hunan Province. Xinhua News Agency reporter Chen Zhenhai Photo

This summer, as hot as the temperature, there are "night economy" carried out in various places. These economic activities not only bring the benefits of "real gold and silver", but also make people's nightlife more exciting.

Generally speaking, "Night Economy" refers to the service industry economic activities that occurred from 18:00 on the day to 2 am the next day. This kind of economic activity has begun to take shape in some coastal cities in my country as early as the 1980s. In 2019, the General Office of the State Council issued the "Opinions on Accelerating the Development and Distribution and Promoting Commercial Consumption", which clarified the key tasks of developing night economy, creating night consumption scenes and gathering areas, and kicked off a new round of development of the "Night Economy". In recent years, with the development of consumer models and the rise of the new generation of consumer groups, the breadth and depth of the "night economy" have continued to increase, showing more vitality.

How big is China's "night economy" so far? Which cities can be regarded as "no night city" in China? What new trends have shown this year's "night economy"? In the second part of the summer economic hot word series, let's talk about "night economy".

How hot is "Night Economy"?

How big is China's "night economy"? According to a survey report on the consumer consumption habits of the Ministry of Commerce, 60%of the domestic residents' consumption has been assumed at night. According to the survey data of Ai Media Consultation, China's "night economy" has grown rapidly since 2016. By 2021, the total scale will reach 3.635 trillion yuan. Ai Media Consultation estimates that the growth rate of the "night economy" in 2022 will continue to increase, which is expected to exceed 40 trillion yuan.

The prosperity of the "night economy" reflects the toughness and potential of China's consumer market, and it is also an important symbol of my country's urban economic development and the transformation of urban lifestyles.

How to support the city's "night economy"?

Behind the continuous heat of the "Night Economy", it is also indispensable for the strong and continuous support of local governments. Today, more and more cities choose to promote the "night economy" and polish the night of the city.

Whether it can integrate various resources is the key to developing a "night economy" in a good city. Hongya Cave, Nanbin Road, Jiangbeitzui ... Chongqing, who holds multiple night scenes "Ace", has an advantage in developing the "night economy". Relevant local departments seized the opportunity to establish a municipal -level joint meeting system at the municipal level at the municipal level, and explore the establishment of the "Night District Chief" and "CEO of Night Life" system at the district and county level. This is greatly helpful for strengthening the planning of night economic overall plans in various regions and strengthening the government's autonomy and industry governance.

The Jialing River Bridge and Hongya Cave Scenic Area of ​​Chongqing Qianzhengmen in the night. Xinhua News Agency reporter Liu Yan

The development of "night economy" can also be achieved by creating an IP to achieve "one festival and pulling an industry". Not long ago, the annual Qingdao International Beer Festival successfully concluded, causing widespread attention, and offline Beer City received more than 300,000 tourists. This is the result of the big IP of Qingdao's full excavation of beer culture. Through the big IP of the Qingdao International Beer Festival, it helps the development of Qingdao's "night economy".

The enthusiasm for consumption in summer nights is also driven by the support of real gold and silver. In July, Beijing opened the "2022 Beijing Consumption Season · Night Jingcheng" event, which was distributed by 100 million yuan of catering consumer coupons to promote the rapid recovery of the night catering consumption in Beijing.

According to the "Night Economy" Influence Report 2021-2022 released by Wang think tank, Chongqing, Changsha, Qingdao, Chengdu, Shanghai, Beijing, Wuhan, Shenzhen, Guangzhou, and Tianjin, ranked in 2021 city "night economy" influence Top 10 forces. At the same time, 20 districts and counties including Changsha Tianxin District, Beijing Chaoyang District, Chongqing Yuzhong District, Jiangbei District, Yongchuan District, Qingdao West Coast New District, and Shanghai Jing'an District, ranking in the 2021 "Night Economy" influential district and county.

Among them, it is worth mentioning that although it is subject to climate and habits, the development of the "night economy" in the northern cities has lagged behind, but the catch -up results in northern cities have achieved remarkable results. "Out of the circle".

What are the new trends of "night economy" this summer?

The development of "Night Economy" has not only continued to expand, but also continuously updated. In the past, we always thought that the "night economy" was mainly consumer scenes such as night markets and business districts. In fact, "Night Economy" gathered a variety of consumption such as leisure, tourism, culture, catering, and shopping. It is the "new blue ocean of urban consumption "".

According to consumers' needs, the economic format at night can be roughly divided into three categories, namely script killing, small tavern, and sports halls mainly based on social needs; There are also bookstores, literary performances, theater, etc., which are mainly self -improved needs.

From the perspective of consumption models, the current night consumption has begun to go from traditional to new models. According to the statistical analysis of Ai Media Consultation, the new characteristics of the "Night Economy" at this stage are mainly reflected in the following three aspects.

First of all, consumption develops from traditional night markets and stalls to business districts, and the quality has obviously improved. From the perspective of consumption content, everyone's leisure methods have become more diverse. Now young people are no longer limited to traditional bars and KTVAnd to the development of cultural consumption, new leisure methods such as bicycles, flying disks, and camping have risen; on the other hand, consumer channels have changed to certain changes. Traditional night consumption is more offline shopping, but develop to the current stage, online shopping, online shopping, online shopping, online shopping, online shopping, online shopping, online shopping, online shopping, online shopping, online shopping, online shopping, online shopping, online shopping, online shoppingConsumption content such as rewards has also become an important composition of the night economy."Fireworks on earth, caressing the hearts of the mortal."At present, my country's "night economy" is still in its infancy.In order to meet the current changes, society must meet more personalized, multi -level, and quality night consumption needs.How to promote the upgrading of the "Night Economy" is a topic that the market needs to face in the future.

Did you go out recently?Welcome to talk about your experience in the comment area!

Supervision: Tang Xinyi

Drawing: Wang Yajing

School pair: Sun Hui

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