More sincerity is needed to promote night consumption
Ao Rong
In recent years, urban blocks around the city have launched night-time brand activities with different regional and cultural characteristics around night consumption.
Nowadays, when talking about consumption, we must talk about the night economy; however, when we talk about the night economy, we cannot just talk about consumption.
The nighttime economic intensive occurs from 6 in the evening to 2 in the morning.
From the perspective of activity space, the most popular night economic activity zone for consumers is a comprehensive agglomeration zone that features city night lights and landmark buildings, combined with cultural entertainment, dining and leisure, sightseeing performances, and living facilities.
From the Xintiandi business district in Shanghai, the Tianhe Road business district in Guangzhou, to the "Night Journey Jinjiang" project in Chengdu, and the "Gusu 8:30" brand in Suzhou, a vibrant, cultural and innovative cultural and travel consumer gathering The district is shining brightly in the night, turning into the best carrier of the night economy, and also forming the urban cultural and tourism IP.
It can be seen that the premise of new consumption is the sincerity of being willing to innovate. In order to create a more attractive night-time consumption scene, new cultural innovation, new retail, and new media innovation are indispensable, achieving a diversified, multi-level thematic synthesis Experience can further satisfy the explicit or potential needs of consumer groups.
As stated in the "2020 China Night Economic Development Report" by the China Tourism Research Institute, trendy night markets, cultural and creative markets, micro-performing arts, and immersion night tours are becoming an important "vitality factor" for the city's night economic development.
Another focus of night consumption should be to satisfy the sincerity of citizens' lives.
The night economy is not limited to the brightly lit downtown districts, and the location of everyday people's lives also needs the supply of night consumption.
The current nighttime economic difference, there is a regional difference of strong in the south and weak in the north. Large cities are obviously better than small and medium cities.
Although these phenomena exist objectively, it cannot be said that without geographical advantages, the night economy cannot be developed.
The development of the night economy should be explored from a larger scope. "Small and beautiful" street convenience stores and supermarkets are part of night consumption.
From the perspective of improving services for urban residents, the current overall deployment ratio of domestic convenience stores that are open 24 hours a day is still not high.
With the continuous improvement of consumption levels in second- and third-tier cities, there is a large room for development in the convenience store market. Residents in small cities also have huge night-time consumption needs.
Creating friendly night-time consumption scenes and service methods can provide greater potential for local consumption upgrades, which in turn will drive urban economic development.
Ao Rong
Ao Rong