(Year-end Economic Observation) China needs to be economic at night to stimulate consumption potential

　　China News Service, Beijing, December 30th (Chen Jing) With the upgrading of consumption, changes in the pace of work and life, and the development of the digital economy, more and more consumption scenarios in China extend to the night.

　　From everything to home, consumers can enjoy food, shopping, entertainment and other life services without leaving home, to going out and enjoying late-night canteens, 24-hour fitness, and night cultural performances. In recent years, the connotation of night economy Keep extending.

　　The outbreak of the epidemic has had an impact on the night economy, but as China's epidemic prevention and control has become normalized and the resumption of work and production has been steadily advanced, the night economic development has accelerated and is regarded as an important starting point for expanding domestic demand and promoting consumption.

　　The Central Economic Work Conference emphasized adherence to the strategic basis of expanding domestic demand.

　　During the "14th Five-Year Plan" period, what should we do about the night economy to better activate consumption potential and expand domestic demand?

Night economy is inseparable from night culture

　　According to the survey data of the Ministry of Commerce of China, the peak passenger flow of more than 1 million people in Wangfujing in Beijing is in the night market, commercial sales at night in Shanghai is 50% of the daytime, and more than 2/3 of the catering turnover in Chongqing is realized at night. 55% of the output value of the service industry comes from the night economy.

　　In the past ten years, the night economy has gradually developed into a comprehensive service consumption experience integrating "food, lodging, travel, shopping and entertainment".

　　Meituan Research Institute believes that this trend, on the one hand, has led to the continuous emergence of various functionally concentrated commercial complexes, night economic clusters, and night landmarks; on the other hand, it also promotes "dining + viewing performance" and "shopping + leisure entertainment". The mashup of different formats such as "social + health" and the emergence of new consumption models such as experiential, entertainment, interactive, and immersive consumption.

　　Among them, live broadcasting is becoming one of the more and more important "opening methods" for the night economy everywhere.

　　Chongqing, Kunming, Shenzhen, Guangzhou and other places have explored new live broadcast modes. CCTV news client connected with "Kunming Famous Mouth" Yue Li to launch a special live broadcast event of "Big Mouth Kunming" to showcase the dining, food and leisure in the streets of Nanqiang, Kunming Entertainment culture: The Shenzhen Municipal Government takes the lead in holding an "online shopping festival" to create "cloud shopping" and "cloud shopping" consumer experiences, and tap the potential of night consumption with the help of scene-based live broadcast.

　　Although the current night economy is developing in the direction of diversification and specialization, Pan Helin, executive dean of the Institute of Digital Economy of Zhongnan University of Economics and Law, said in an interview with China News Agency that, overall, the homogeneity of China's night economy is still Obviously, it is necessary to tap the deep-seated needs of consumers, not just to meet simple needs such as "eating and drinking".

　　Pan Helin emphasized that the development of the night economy must first conform to the consumption preferences of the new generation, and second, conform to the spiritual and cultural needs of consumers.

　　In fact, building night IP is becoming an important way for the development of the night economy in various places.

　　From the "Night of the Forbidden City Shangyuan" held in the Palace Museum of Beijing, the "Wonderful Night" of Stargazing in Beijing Planetarium, to the special banquets such as the spring boat banquet in Jinan, the series of products such as the "boat tour of Spring City" at night, to the "Red Detachment of Women" in Sanya "Performing Arts Park" project.

Dig deep into the regional cultural characteristics of the city in many places, integrate it into the nightlife, and enhance the cultural connotation of the nightlife.

Optimize the quality of supply and play the role of demand

　　As the "stabilizer" and "ballast stone" of economic growth, the importance of consumption is prominent.

The night economy is a barometer of the city's economic openness and activity. From the night economic development, it is not difficult to see the new trend of China's consumption in the next stage.

　　Pan Helin believes that during the "14th Five-Year Plan" period, consumer demand surrounding the digital economy and information will continue to grow.

With the cultivation of new business formats and new models, related consumption will be greatly released.

　　At the same time, the state of consumption upgrades will continue.

Non-material consumption will increase further.

　　In addition, the sinking market has more room for growth and will be further developed.

How to further promote consumption and release consumption potential?

　　Zhao Ping, vice president of the China Council for the Promotion of International Trade Research Institute, said that the current policy of expanding consumption has shifted from focusing on direct stimulating purchases to improving the consumption system.

"It is necessary to reduce excessive administrative intervention in the consumer sector and create a good environment for market mechanisms to play a role. This is more conducive to the long-term sustained growth of consumption."

　　"People can only consume if they have money. This is the basic premise." Pan Helin believes that the reform of income distribution must be accelerated so that residents have more disposable income.

　　In addition, Pan Helin suggested that we should optimize the consumption chain, step up efforts to combat undesirable factors that hinder consumption, take the protection of consumer rights as an important starting point, and make consumers dare to consume and willing to consume.

　　The Central Economic Work Conference emphasized that "the main line of supply-side structural reform must be tightly twisted, and demand-side management must be emphasized." Pan Helin said that it is necessary to focus on improving the blocking and short-circuiting of all links in the entire chain from production to consumption. In order to smooth the channel from supply to consumption, it is necessary to optimize the quality of supply on the supply side, but also to play the role of demand traction on the demand side.

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