On the premise of safety first, consumer industries such as tourism, cultural performances, catering and accommodation are gradually recovering.
In the small Dragon Boat Festival holiday just passed, Huang Lili (pseudonym) and her family went to Hangzhou for two days with her family. "Hangzhou is relatively close to my home. It's just two days of playing around. Since the outbreak, everyone has lived in many homes. Now the outbreak has stabilized a lot, so I went around the Dragon Boat Festival." Huang Lili said.
There are not many consumers like Huang Lili on this Dragon Boat Holiday. According to the statistics of the Ministry of Culture and Tourism, the country has received 48.809 million domestic tourists throughout the 3 days of the Dragon Boat Festival in the past, a year-on-year recovery of 50.9%; and achieved tourism revenue of 12.28 billion yuan. 31.2% year-on-year recovery. Self-driving trips, city peripheries and cultural leisure trips have driven the orderly recovery of the tourism market.
On the premise of safety first, consumer industries such as tourism, cultural performances, catering and accommodation are gradually recovering.
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"The green poplar is heavy with rain, and the five-color new silk wraps around the dumplings." This year's Dragon Boat Festival is a bit late compared to previous years, but it has not affected tourists' plans to "go out and breathe", and consumer confidence and willingness to travel have increased. The overall tourism industry is picking up.
Ctrip's comprehensive platform booking and research release the "2020 Dragon Boat Tourism Market Big Data Report" shows that in the last holiday of the first half of the year, despite the objective situation such as the new epidemic in Beijing, rainfall in many places across the country, the total number of tourists in the Dragon Boat Tourism market, domestic tourism Revenues and trips also achieved a certain increase over the same period in May. From the perspective of market characteristics, high-quality high-end travel products and reservation systems have been increasingly recognized by tourists.
Compared with the previous Qingming and May Day holiday, the peak of the Dragon Boat Festival holiday market appeared on the second day. The country received 19.81 million domestic tourists and realized a domestic tourism revenue of 5.19 billion yuan. Two days before the small holiday, the country received a total of 37.77 million domestic tourists, with a total domestic revenue of 9.66 billion yuan. The domestic tourism revenue has exceeded the three-day total of the Qingming small holiday.
The industry believes that the overall performance of the Dragon Boat Festival tourism market is even more convincing if objective factors such as rainstorms in many parts of the country are taken into consideration: the extremely sensitive and resilient characteristics of the tourism industry have once again emerged.
According to Ctrip data, compared with May 1st and Qingming, the growth rate of the Dragon Boat Festival market slowed down, but the total volume still maintained growth. Among them, the growth of hotel and transportation trips was more than 10%. In terms of airfare, the search demand for domestic travel during the Dragon Boat Festival and the demand for air ticket booking have been restored to 70% in the same period last year. Among them, June 24 is the peak of travel before the festival, and June 27 is the peak of the holiday return.
Railways have also created new highs. On June 25, the national railway sent 7.53 million passengers. Among them, the Yangtze River Delta Railway sent a total of 1.76868 million passengers, which reached a new high in the number of passengers sent per day after the Spring Festival. According to Ctrip's big data, combined with the bookings during the Dragon Boat Festival, the overall hotel and transportation bookings in June increased by 15% and 13% respectively from May.
Ma honeycomb travel released tourism consumption data for the Dragon Boat Festival holiday, which showed that the Dragon Boat Festival holiday market increased significantly. The number of "customized tour" orders increased by 4300% compared with the Qingming holiday, and the number of tickets for scenic spots and hotels increased by 463% compared to the Qingming holiday. And 240%. Feng Rao, head of the Ma Honeycomb Tourism Research Center, said: "At present, local tourists are mainly local tourists, and local tourists have a higher demand for new gameplay and in-depth gameplay. It is not just a "punch" and a simple experience. "Custom tour" in recent years It has gradually become the mainstream, and the epidemic has also promoted the maturity of the customized travel market."
This year's Dragon Boat Festival, tourists' recognition of high-quality high-end products and reservation systems has become higher and higher, and has become the mainstream choice in the travel market this year. According to the air ticket data during Ctrip Dragon Boat Festival, Sanya, Shanghai, Chengdu, and Guangzhou are the four cities with the highest frequency of departure and destination. Train ticket booking data also shows that Shanghai, Guangzhou, Shenzhen and Chengdu are the top destinations and destinations.
It is worth noting that before this year’s Dragon Boat Festival, the Ministry of Culture and Tourism once again emphasized the need to continue to adhere to the “limits, appointments, and staggered peaks” to promote normalized epidemic prevention and control and open management of scenic spots. The number of tourists received in tourist attractions continues to be carried out not to exceed 30% of the maximum carrying capacity.
Under this requirement, online booking in advance has gradually become a "must-have job" before tourists travel. According to the Ctrip ticket big data, Shanghai Disney Resort, Dolphin Bay Water Park, Oriental Pearl Tower, Shanghai Wild Animal Park, Shanghai Maya Beach Water Park, Zhuhai Chimelong Ocean Kingdom, Shanghai Haichang Ocean Park, Qin Shihuang Terracotta Warriors and Museums have become the top 20 in popularity.
"With the normalization of epidemic prevention and control, the reservation system has gradually integrated into the lives of tourists and become a new consumption habit. Searching for destination information in advance allows tourists to do more about their food, lodging and travel in tourist destinations while doing their own epidemic prevention. Understand that about 80% of tourists will make advance reservations on the Donkey Mommy platform and be prepared to travel on the wrong peak. Of course, their focus is still on health and safety." Wang Xiaosong, Chairman of Donkey Mom Travel.
Donkey mother data shows that during the Dragon Boat Festival this year, residents in Shanghai, Guangzhou, Nanjing, Hangzhou, Suzhou, Xi'an, Chengdu, Wuxi, Changsha, Shenzhen and other cities traveled enthusiastically, ranking among the top ten in the source area. Although the highway is not free for the Dragon Boat Festival, tourists are still dominated by self-driving tours. The surrounding tours are still hot, and short-distance tours in the city (province) are favored by tourists who watch carefully. The demand for free travel continues to rise, and the "three hours" travel circle has become the first choice. According to statistics from donkey mothers, more than half of the tourists choose to swim around, and nearly 40% of tourists choose local (provincial) tourism because of the prudence of epidemic prevention. During the Dragon Boat Festival, locals have fun in the local area. Museums, art galleries and other indoor places, outdoor areas with air circulation and wide views, tourists line up to register and visit in an orderly manner after temperature measurement.
"Report" shows that high-star, high-quality hotels have become the focus of the Dragon Boat Festival travel, tourists who use hotels as travel destinations prefer Huangshan, Huzhou, Hangzhou, Zhuhai, Wuxi, Sanya, Chengdu, Ningbo, Taizhou, Zhoushan. During the Dragon Boat Festival, the hotel + scenic area, hotel + gourmet package has also become the choice of more and more tourists.
In addition to the demand for cultural tourism, the night economy has also restarted, and the fireworks in the bazaar have also driven night tourism and attracted many tourists to check in. Yangzhou Slender West Lake Night Tour, Chengdu Night Market, Night Tour Suzhou Grand Canal Heritage Exhibition Hall, a variety of night tour methods have become the trend. During the “May 5th Shopping Festival” in Shanghai, the Shanghai Nightlife Festival was launched, focusing on the themes of “night shopping, night food, night tours, night entertainment, night shows, night reading”, etc., with more than 180 key special events launched to create a Shanghai's new image of night Shanghai with its taste of Shanghai, fashion and international style promotes the city's night economic development.
Under the epidemic, the integration of online and offline is the main force, and various live broadcasts are the main way to stimulate consumption. On the day before the Dragon Boat Festival holiday, Ctrip's co-founder and chairman of the board Liang Jianzhang ended the 15th live broadcast in Zhuhai, with more than 3.1 million viewers and a GMV of 35.26 million. In this live broadcast, he entered the "unlimited retreat" for the first time in the live broadcast room. "Reform" pre-sales of special fares are impressive, with 9453 sets sold within an hour.
Live broadcasting is good for driving the recovery process. From May to June, Ctrip's live broadcast destination travel revenue increased by an average of 8%, of which Hainan and Huzhou travel revenue increased by nearly 20%. On the last day of the Dragon Boat Festival, "Ctrip BOSS Live Weekend" was broadcast live in Shanghai Haichang Tandian. The single-game GMV (total turnover) exceeded 9 million yuan.
Offline entertainment is recovering
Since the end of May, offline cultural activities have gradually resumed, and the resumption of theaters and performance companies has also promoted the restart of the offline performance market. In the cities of Shanghai, Guangzhou and other cities, it took the lead to start the rehearsal. Until the small holiday of the Dragon Boat Festival, the offline performances across the country have announced the rehearsal, and the resumption of the theater has been on the right track.
During the Dragon Boat Festival, the opera "Marco Polo" was re-enacted in the Guangzhou Grand Theater, becoming the world's first opera re-enacted in the theater. Due to the 30% attendance limit of the theater, in order to meet the public's demand for performance viewing, the Guangzhou Grand Theater launched the "Cloud Theater" on the video website, and the audience can pay to watch the entire live broadcast online.
At the same time, many Wuhan theaters, including Zhongnan Theater and Chule Theater, have been reopened, and major arts and cultural groups in Wuhan have once again stepped onto the stage for performances. The Wuhan performance market has been suspended for more than five months and officially resumed. Among them, there are many performances with the theme of anti-epidemic, such as the original anti-epidemic drama "The Most Beautiful Retrograde", the symphonic prelude "2020" to commemorate the anti-epidemic, and the symphonic narrative poem "Jingchu Anhuai". There are also a number of theater works with the theme of anti-epidemic being in the rehearsal and preparation stage, such as the anti-epidemic Beijing opera "Jiangjiang City" with small and medium-sized people as the main line, and the musical based on the plot of the anti-epidemic history of Shanghai medical aid teams. "That city at that time" and so on.
In Shanghai, many artistic performances are placed in the public and commercial spaces of the city. New forms of performances such as the light and shadow theater, immersive Kunqu Opera, and sound theater are integrated into the urban space and are free to the public.
The audience showed a high level of enthusiasm for the recovery of offline performances. The reporter checked the ticketing platforms and found that the performance of ticket sales during the Dragon Boat Festival was good. Many performances were close to being sold out, driving the subsequent heat of the performance market. The dance drama "Never Elapsed Radio Wave" extended the sold-out during the Dragon Boat Festival to the beginning of July. In the July and August performance projects where SAIC Shanghai Cultural Plaza is currently open for ticket sales, the number of unsold seats for a single performance is less than 20.
In addition, KTV in various cities has also resumed business one after another. On the eve of the Dragon Boat Festival, the Ministry of Culture and Tourism announced the revised "Guidelines on Prevention and Control Measures for the Restoration and Opening of Entertainment Places in Entertainment Places", proposing that the current limit for song and dance entertainment places be 50%, and consumers should not spend more than 2 hours on KTV. Therefore, the restoration of KTV's popularity is limited.
As an offline entertainment activity that has emerged in recent years, the Chamber of Secrets has been sought after by consumers after resuming work. A staff member in a secret office in Shanghai told reporters that the shop maintained a high popularity after resuming work in May this year, and all the shows during the Dragon Boat Festival were fully booked.
In addition to an active offline market, online entertainment is also particularly lively, driven by "The Sister Who Rides the Wind and Waves" (hereinafter "Sister"). During the Dragon Boat Festival, "Sister" launched the third episode of the program, and has received 170 million views in two days. It once once "occupied" the hot search. More than half of the top ten keywords in the hot search list are related content of "Sister" , Once again set off a heated discussion. Up to now, the overall number of broadcasts of "Sister" has exceeded 1.1 billion times, continuously occupying the first place on the list of variety shows on various platforms.
Earlier, Mango Hypermedia mentioned in the 2020 strategic release that it will strengthen the combination of variety and e-commerce to form a product-effect unity in explosive variety, e-commerce retail and other aspects. After the artists in the show increased their popularity through "Sister", they have quickly entered the field of live broadcasts. On June 19th, Mango TV announced an exclusive cooperation with Douyin, and the two parties jointly created the official live broadcast room of "Sister" IP. In this series of live broadcasts, "sisters" will enter the mango TV's official live room "Mango TV Goods" after the recording of each episode, and perform a weekly live broadcast with a total of 12 games. On June 26, the "sisters" conducted the first live broadcast of the goods. The live broadcast lasted nearly 4 hours and recommended a total of 28 products for female consumers.
This cooperation fully exerted the IP effect of "Sister" on Douyin. After the first episode was launched, the search volume of keywords related to "Sister" on Douyin was more than one million. Searches such as the theme song of the sister who rides the wind and waves, and "When the big bowl meets the sister who rides the wind and waves" have exceeded 4 million searches. There are 120,000 videos under the topic "sister who rides the wind and waves", with a total of 5.5 billion views. . In order to get the attention of the target audience as much as possible, the artists participating in the live broadcast also recorded promotional videos to warm up the live broadcast.
At the same time that "Sister" became a popular variety show, "The Secret Corner", which has a high reputation and popularity, became a popular online drama during the Dragon Boat Festival. The scenes and lines in the play also formed a certain out-of-circle effect. For example, the key sentence related to the homicide in the play, "Climb together?" has become a popular sentence for social networking, and the emoticons created by netizens for the second time are widely spread on social platforms.
What is more noteworthy is that the play also triggered a hot sale of the same paragraph. In the photo released by starring Qin Hao, a mobile phone case printed with "Do you want to climb the mountain together" has caused heated discussion, and the same mobile phone case has quickly become a popular product on Taobao.
Although "The Hidden Corner" has ended, the suspense drama caused by the drama continues on social platforms. The popularity of this self-made suspense drama has also made iQiyi gain market attention. It is understood that "The Hidden Corner" is one of the suspense dramas of the iQiyi Miwu Theater. As the suspense type theater that iQiyi will launch in the second quarter of 2020, the Miwu Theater will also launch "Silent Truth" and "Very Very" A series of suspense works such as "witness". Whether iQiyi can break the business model of "burning money" through the suspense drama market with great development potential has become a topic of general concern in the industry.
Catering industry welcomes the opportunity for recovery
Just after the Dragon Boat Festival holiday, according to the observation of the First Financial Reporter, the consumer market has recovered significantly, especially in the catering industry. From March to June, the national catering industry still experienced many declines compared with last year. Although the decline has not stopped, the decline is gradually narrowing. After the Dragon Boat Festival holiday, the growth of the catering industry has further increased.
According to the statistics of Wula Lala, a provider of information management systems for catering companies, as of April 13 the proportion of catering outlets in the country has resumed business has reached 86%, but the bill only recovered to 51% before the outbreak.
The time has entered May and June, and the recovery of the catering industry has markedly accelerated. Jiang Junxian, chairman of the Chinese Culinary Association, said at the 2020 (14th) Chinese Catering Industry Development Conference held in early June that the operating level of most catering companies in the country has been restored. By 60% to 70% before the outbreak, the decline in the catering industry has gradually narrowed year-on-year, and the chain growth has recovered significantly.
According to data from the National Bureau of Statistics, from January to March this year, the national catering revenue was 602.6 billion yuan, down 44.3% year-on-year, and the growth rate was down 53.9%; from January to May, the national catering revenue was 1.1346 billion yuan, down 36.5% year-on-year.
In March, the national catering revenue fell by 46.8% year-on-year, and the growth rate fell by 56.3% year-on-year; in April, the national catering revenue fell by 31.1% year-on-year, which was a sharp decrease of 15.7 percentage points from the decline in March, and the growth rate fell by 39.6% from the previous year; In May, national catering revenue fell by 18.9% year-on-year. On the basis of April, the decline continued to narrow by 12.2 percentage points. At the same time, catering services such as takeaways have maintained rapid growth. In May, the catering revenue of accommodation and catering companies above designated size through the public network increased by more than 20% year-on-year.
"Although the catering industry suffered heavy losses in the first four months of this year, most companies can actively respond to the impact of the epidemic, go retrograde, and seek self-help from many parties, from the'pause' at the beginning of the epidemic to the'restart' at the later stage of the epidemic. , Both the epidemic prevention and the economy, work hard to resume work and production, and resume business." Jiang Junxian said.
All over the country are launching different policies to stimulate the recovery of the catering industry. For example, the "May 5th Shopping Festival" held in Shanghai in late April has launched a series of catering promotions and marketing activities with the theme of "Finding the Magic City". With its characteristics and advantages, it has held a number of activities that help stimulate the recovery of the catering industry, such as the Carnival of Carnival, Shanghai Snack Festival, Culinary Competition, Global Food Festival, etc., which has won wide attention and participation from the public.
According to data released by the Shanghai Statistics Bureau, from January to May, from the perspective of commodity categories, among the four categories of food, wear, use, and burning that are closest to residents' consumption, eating this category accounts for 24.2 of the total retail sales of consumer goods in Shanghai. %, ranking second, and the retail sales of commodities in the first five months fell the smallest year-on-year, only 10%.
Around the Dragon Boat Festival, the First Financial Reporter visited a number of catering business districts such as Raffles City, People’s Square in Shanghai, Zhongshan Park Business District in Changning District, Wanda Business District in Baoshan, and Darongcheng Business District in Jiading. The operating conditions of the catering businesses that are still in operation for more than a month have improved significantly over the previous period. Catering of Chinese fast food, Chinese dinner (Sichuan and Xiang cuisine, Cantonese cuisine, Jiangsu and Zhejiang cuisine), Western fast food, specialty snacks and other categories have recovered rapidly. The catering brands with better quality control have basically returned to the pre-epidemic rate.
Zhao Guangfeng, COO of Wangpin Group, told the First Financial Reporter that the business of more than 20 catering brands, the best performing Wangpin steak and Xidihou steak, has been restored to 90% of the same period last year by the end of May, significantly leading the national catering recovery The overall level has also been restored to more than 50% of the same period last year. Some food and beverage brands that did not have a take-out business before the outbreak developed an experience-based high-quality take-out service model in the outbreak, which made up a lot of dine-in during the outbreak The loss caused by the reduction, after the consumption of dine-in food has gradually recovered, the business volume of this part of the takeaway is still growing, and it has attracted more young customers.
"After the baptism of the epidemic, consumers have changed their consumer behavior and concepts. Compared with novelty, online influence, cheapness, peace of mind, classics, and quality, they can gain their trust; the impact of the epidemic is also a touchstone, which is not solid and has insufficient capacity. Brands have been eliminated. Brands with stable quality, strong operating capacity, good cash flow, and more reasonable prices can survive, but can get more consumer customers." Zhao Guangfeng told reporters.
Not only the catering industry, but also the food supply and online businesses have greatly driven this Dragon Boat Festival. The day before the Dragon Boat Festival, the sales of fresh rice dumplings directly picked from the origin of Dingdong's grocery shopping reached a peak, and more than 5 tons have been sold. Salted duck eggs and glutinous rice have also become golden partners of zongye. Dingdong's grocery shopping background data shows that 76% of users will choose to add salted egg yolk when ordering zongzi, and 60% of users will choose to match glutinous rice.
"Under the remote guidance of my mother this year, I tried to pack salted egg yolk dumplings myself, which is very fulfilling." Ms. Chen, a white-collar worker, told reporters that in the past years, she always bought instant dumplings for eating. There is a sense of ceremony.
"We also deliberately harvested fresh iris iris from the production area this year. At present, 2 tons have been sold. The Chinese people still pay attention to the ceremony during their traditional festivals." The head of Dingdong shopping origin development told reporters.
Big data from Dingdong grocery shopping shows that unlike users who prefer various kinds of sweet and savoury dumplings in previous years, this year's crayfish dumplings are favored by users, becoming the fastest-growing category of Dingdong grocery shopping before the Dragon Boat Festival. Mostly. Among them, the growth rate of crayfish dumplings is the fastest. Up to now, more than 12,000 copies have been sold, becoming the star product of this year's Dragon Boat dumplings. Buying more with this product is crayfish and cola. Perhaps this is another way to have a long holiday after the 90s.
Author: Lu Yao Yue Yan ▪ ▪ Chen Hui