According to CCTV news, in the first three quarters of this year, China’s economic growth rate has turned from negative to positive, the market’s vitality has increased, and the national economy has continued to stabilize and recover.
The night economy has further become the focus of domestic cities in boosting economic development due to its strong consumption promotion and the tremendous stimulation of commercial vitality.
Night economic return & Stimulate consumption potential!
In the normalization stage of epidemic prevention and control, the night economy in various places is "returning strongly".The deep integration of culture and tourism, more dynamic consumption, cultural empowerment, technological blessing, and the "light up" of the night economy have further stimulated China's consumption potential.
According to the "2020 China Night Economic Development Report" released by the China Tourism Research Institute at the "2020 China Night Economic Conference and Development Forum" recently held, more than 85% of the respondents indicated a strong desire to travel at night.According to the monitoring of the number of night tourists with different travel distances, the recovery of the segment market is accelerated, and the night tour heat in the city, suburbs and the province is high.The recovery of night tourism market is faster than that of local nightlife. During the National Day in 2020, the amount and number of night consumption of tourists are higher than that of national residents.
Dai Bin, Dean of China Tourism Research Institute: "Just three sentences, the confidence in tourism consumption has been fully restored, the momentum of tourism consumption is fully gathering, and the tourism economy is entering a new stage of full resumption of work and production.Night markets, night performances, night blocks, etc., have almost recovered to the year-on-year level of previous years, and some have increased more than in previous years."
From the perspective of supply, the night economy includes various forms such as night landscape lights, night tours in the neighborhood, night tours in scenic spots, night markets, night snacks, night performances, night shopping, night markets, and night cultural venues leisure activities. The process of continuously enriching and upgrading the cultural business format of night tourism is the process of strengthening the supply of tourism products.
From the perspective of consumption, the night economy is an extension of time and space for cultural tourism consumption.Strengthening night economic supply is to promote night consumption, and stimulating night consumption can force the supply of night products. The two complement each other.
Wu Guoping, executive director of the China Tourism Association: "The essence of night travel is to turn the intangible culture into a tangible experience.It means turning traffic into retention that make people stay.It is more important to turn wanghong into yonghong that it's not on the spur of the moment, but necessary.
Starting from market demand and customer needs, the projects and types of night economy in various places are constantly innovating.Trendy night markets, cultural and creative markets, and immersion night tours are becoming important "vitality factors" for the city's night economic development.
Zhang Bing, planning department of qishengjiao of Kaifeng construction industry, Henan Province,said:"Through this renewal and upgrading, the passenger flow of qishengjiao has increased more than ten times than in the past, and the turnover of the whole cultural tourism commercial street has also increased more than ten times."
The "Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption" of the General Office of the State Council requires that by 2022, more than 200 national night cultural and tourism consumption clusters will be built to further tap market potential and promote consumption upgrades.
In addition to "eat, drink and play", culture enriches the night economy.
The "2020 China Night Economic Development Report" also released the night economic list at the same time. Compared with 2019, the night cultural performances in 2020 cover a wider range and richer content.Traditional programs have achieved innovation and breakthroughs, and new programs have become more fashionable and closer to the market,which create a tactile consumption scene for citizens and tourists.
The large-scale live performance "Song of Everlasting Regret" created by Shaanxi Tourism Group has been rated as the favorite night performance by the audience for two consecutive years. "Song of Everlasting Regret" is also the first outdoor performance in China to resume under the normalization of epidemic prevention and control.In just over seven months, it achieved 180 million yuan in revenue and achieved zero errors in epidemic prevention and control and safe performances,which has a lot to do with Shaanxi tourism group and Huaqing Palace Cultural Tourism Group's adherence to standardized production and services all year round.
In order to ensure the smooth start of the 2020 version of "Eternal Regret", the actors quickly returned to the stage and trained in masks. The company invested 10 million yuan to update performance equipment and props for innovation and improvement.There are 500 service personnel and technicians at the performance site. From the admission and exit of more than 2,500 spectators under the stage, to the expressions, posture, and stage beauty of the actors on stage, every detail is completed under strict process standards.
Yao Xinyuan, Secretary of the Party Committee of the Huaqing Palace Cultural Tourism Company of Shaanxi Tourism Group: "It can be said that this show has pushed the profound Chinese culture to the audience. To sum up this show, it is national and cultural confidence."
During the National Day and Mid-Autumn Festival this year, with the support of the Ministry of Culture and Tourism and the Shaanxi Provincial Government, 14 stage performances and cultural repertoires of the Shaanxi Tourism Group linked activities to benefit the people."Eternal Regret" launched a number of preferential policies at the same time, and opened 3 performances from October 2nd to 6th, from 7 to 11 in the evening, continuously dedicating wonderful performances to the audience.
Yao Xinyuan, Secretary of the Party Committee of the Huaqing Palace Cultural Tourism Company of Shaanxi Tourism Group: "The income of 180 million yuan, and the tax of more than 20 million yuan, we can see that it has supported fiscal revenue and contributed to the development of the night economy."
Traditional programs have achieved innovation and breakthroughs, and new programs have become more fashionable and closer to the market,which create a tactile consumption scene for citizens and tourists.In Hainan, a brand-new Hongcun service block has been created around "Red Detachment of Women". The boathouses, arcades and dwellings with Hainan ethnic characteristics are presented one by one, as if people travel back to Hainan 80 years ago.In Henan, Zhengzhou’s immersive performance of "Jianye Film Town, There is a Play along the Way" allowed audiences,tourists and actors to blend together, creating a sense of interaction.In the ancient city of Kaifeng,"New Guochao Performing"of the newly built Qishengjiao Folk Street Arts focuses on micro performing arts.This night-time cultural and artistic performance slightly embedded in cities and neighborhoods is flexible and diverse, and the scene is popular, with tens of thousands of visitors every day.
According to a big data survey conducted by the China Tourism Research Institute, the city’s nightlife experience has become the first choice for tourists’ night trips; cultural art galleries, cinemas, theaters, night markets, and markets are considered the most attractive places for night consumption.The number of night tourists in the scenic spot in August 2020 is 1.76 times that in January;the number of tourists in the night market in August is 1.91 times that in January;In May, the number of night tourists in the business district exceeded January for the first time; more than 80% of the respondents said that night cultural needs, leisure needs, and consumer needs can basically be met.At present, a number of night cultural tourism projects that are popular with residents and tourists have been formed in China.
Jing Xiaoyong, Chairman of China Oriental Performing Arts Group: "It must have an improvement from entertainment to aesthetics. Cultural connotation, regional characteristics, and humanistic spirit are injected into night performances. It must go in this direction."
From a national perspective, cultural consumption and tourism and leisure are important contents of the night economy, but far from the whole of the night economy. "Culture +" and "Tourism +" are the only way to amplify the effects of the night economy. In the next step, China will create a night cultural life landmark with international influence and tap the huge potential of night economic development.
Enabled by digital technology, the night economy go steady and far
How can the "rekindled" night economy go steady and far, and what problems will it face in development? How to crack it? Listen to the analysis of experts and insiders.
The development of night economy around the world has become a new engine for cities to achieve economic rejuvenation and show their cultural heritage.However, there are still some deficiencies in the development of night economy in China, such as single product structure, lack of cultural connotation and local characteristics.
Dai bin, President of China Tourism Research Institute: "we should prevent two tendencies. One is to rush into mass action, which requires us not to simply copy and imitate. The second is to wait for the opportunity."
In fact, China has great market potential for developing night economy.The main forms of industry, such as catering, shopping and night tour, are far from meeting the needs of consumers.The market gaps in consumption of health care, culture, leisure, health, etc. have gradually become an aspect of the night economy that cannot be ignored.Paying attention to spiritual needs and innovating night economic formats, services and products are the breakthrough points for the further development of night economy in our cities.
Liang Yi, Chairman of Liangye Technology Group Co., Ltd.:"It is a very good model for us to cooperate with the government. The government gives us the terminal franchise rights, cruise ship franchise rights, and cross-strait advertising franchise rights. We will help this city introduce business formats and plan different business formats at the terminal."
From the policy level, many cities have made explorations to promote night economy. According to the statistics of China Tourism Research Institute, as of October 1, 2020, China has issued 197 highly relevant policies on night economy, including 82 policy documents named after night economy. In the first three quarters of 2020, the number of highly-related night economic policies and the number of subjects promulgated are nearly four times that of the entire year of 2019.
Dai bin, President of China Tourism Research Institute: "From the supply side to the demand side, to the business format, and to the changes in tourism personnel, all reflect a new trend.Therefore, we specifically propose to use numbers to empower and create scenarios to drive the development of the night economy."
In addition, experts and insiders also put forward that programmatic planning is needed for how to layout and operate the night economy, how to strengthen services and how to strengthen management.The role of scientific planning is first reflected in industrial development and spatial layout optimization.In addition, tourists and experts also put forward constructive opinions on night economic travel, planning, service and other aspects.
Tourists: I hope to increase the traffic at night. For example, the bus will be extended to 11 o'clock in the evening, because the last performance ends at 9 o'clock.
Niu Wentao, Associate Professor of the Institute of Cultural Tourism and Creative Industries of Zhengzhou University: “As the government, it is necessary to build a multi-dimensional express transportation system to solve the last mile traffic dilemma, and to maximize the time cost, physical cost and Financial cost of night tourism participants."