In-depth attention | Golden Week reveals the fundamentals of economic development
Li Zhongguang, Deputy Dean of China Tourism Research Institute, Interpretation of "Eleventh" Big Data
Chai Yaxin Xue Peng
This year’s "November" holiday is the first National Day Golden Week after the establishment of a moderately prosperous society. All localities coordinate epidemic prevention and control and economic and social development. Under the premise of precise prevention and control of the epidemic and guarantee of safety during the festival, multiple measures will be taken to promote consumption potential. Further release.
In this golden autumn holiday, China has released a strong momentum of development in the flow and busyness.
According to calculations by the Data Center of the Ministry of Culture and Tourism, from October 1st to 7th, there were 515 million domestic tourist trips nationwide, and domestic tourism revenue was 389.061 billion yuan.
In the context of the continuous mutation of the new crown virus and the increasing difficulty of prevention and control, how to coordinate epidemic prevention and control and economic and social development, and release the enthusiasm and potential of holiday consumption?
What does the "Golden Week" travel and consumption data show?
The reporter invited Li Zhongguang, vice president of China Tourism Academy, to analyze and interpret this.
Upgraded tourism models such as "light tourism" and "micro vacation" are popular, and red attractions, theme parks, museums, etc. are popular
Tourism has become an important part of Chinese people's holiday consumption.
Affected by the epidemic in July and August, many people's summer travel needs have not been released.
During this year's "October" Golden Week, there was a strong willingness to "compensate" travel, and the tourism consumer market ushered in fresh breath.
The National Day holiday coincides with the opening of the Miyun Reservoir in Beijing for fishing. The delicious fish from the reservoir such as silver carp and silver carp attract a large number of tourists to try fresh.
In addition to the delicious fish, the self-driving tour around Miyun Reservoir, the distant view of Dengyun Meng Mountain, staying in local characteristic homestays, and experiencing farming activities have also attracted many tourists.
According to statistics, 4 days before the holiday, Beijing’s rural tourism received a total of 2.402 million tourists, a year-on-year increase of 55.6%.
In the context of normalized epidemic prevention and control, during the "Eleventh" Golden Week, people's vacation leisure mode is also quietly changing, and "light travel" and "micro vacation" characterized by short time, close distance and high frequency are gradually becoming In the trend, many people choose to feel the "poem and the distance" around them.
On the first day of the National Day holiday, travel data released on the Ctrip platform showed that the number of travel orders achieved double-digit growth year-on-year.
Among them, orders for intra-provincial tours accounted for more than half of the total orders. Local tours and surrounding tours have obvious trends, and rural tours and self-driving tours by renting a car are popular.
According to data released by the online travel platform Fliggy, local and surrounding tours within 3 hours' drive accounted for nearly 60% of the National Day holiday travel orders, and reservations for surrounding tours rose by over 380% month-on-month.
Which attractions are popular for local tours and surrounding tours?
Red attractions are very popular.
Marx's manuscripts, scenes from the restoration of the site of the First National Congress of the Communist Party of China, the pistol used by Zhu De... During the National Day holiday, the Chinese Communist Party History Exhibition Hall ushered in an upsurge of visits.
At the Shenyang Anti-US Aid Korea Martyrs Cemetery, from October 1st to 6th, nearly 10,000 tourists went to mourn and lay flowers. At the entrance of the Memorial Hall to Resist US Aid Korea in Dandong City, there are long queues to visit every day.
The popularity of theme parks is on the rise.
Beijing Universal Resort, which opened on the eve of National Day, has become a new hot spot in the national tourism market. According to the Beijing Municipal Bureau of Culture and Tourism, Beijing Universal Studios received 105,000 people in the four days before the long holiday.
In the list of popular scenic spots for National Day consumption released by Alipay, Huaqiang Fantawild, Shanghai Disney and Universal Studios Beijing ranked top three.
The trend of cultural archaeology is flourishing.
According to data from the Meituan platform, during the National Day, the order volume of museums nationwide increased by 115.5% year-on-year; on the Fliggy platform, the volume of orders for museums, intangible cultural heritage and cultural and travel fusion commodities rose more than 15 times from the previous month.
New technologies such as digitization have allowed many people to experience a different landscape.
Zhejiang Hangzhou Museum uses AR glasses for guided tours, combined with visual recognition, voice recognition and other technologies to reproduce the ruins of ancient buildings and make cultural relics "live and live".
■Expert Comments
Li Zhongguang: With the stabilization of the epidemic situation, residents' willingness to travel has increased significantly, and the tourism market is on a steady recovery path.
As our country has built a well-off society in an all-round way, tourism has increasingly become an important part of people's daily lives. Not only is the frequency of urban residents' trips increasing each year, more and more rural residents have also become part of the tourism army.
The holiday economy allows the fruits of development to be further shared by the masses of the people, and initially realizes a new situation in which everyone enjoys the right to travel.
According to a survey conducted by the China Tourism Research Institute, residents' willingness to travel during the Mid-Autumn Festival and National Day holidays in 2021 was 28.62% and 39.36% respectively, an increase of more than 7 percentage points over the Mid-Autumn Festival and National Day holidays last year.
Cultural and tourism consumption continues to be hot, and new consumption formats increase the gold content of consumption during the Golden Week
New brands and new products are unveiled, tax-free shopping coupons for outlying islands are issued, and large discounts are launched... Hainan has always been a popular holiday destination. Tourists who come here can not only listen to the waves and watch the sea, but also enjoy "buy, buy and buy". Happiness.
On the first day of the National Day holiday, at the Riyue Square duty-free shop in Haikou City, the sales area for cosmetics, beverages, and electronic products was very popular. Many consumers waited to pay in long queues at the counters.
With the broadening of import channels and the more complete tax-free shopping policy, more and more Chinese consumers can easily purchase a wide range of products from all over the world without going abroad.
Due to the instability of the foreign epidemic situation and the acceleration of the establishment of a new development pattern in China, more preferential treatment has been brought about by the outlying island duty-free products, a “Hainan specialty” that has been favored by more consumers during the "Eleventh" Golden Week.
According to data from the Department of Commerce of Hainan Province, from October 1st to 5th, the sales of duty-free goods in Hainan's outlying islands achieved a significant year-on-year growth, which led to the increase in the sales of taxable goods and catering services in the stores. The outlying island duty-free shops collected more than 1.39 billion yuan in five days. .
With the improvement of the epidemic prevention and control situation, people's consumer confidence has increased, and consumption during the "11th" holiday has been upgraded and upgraded.
Holiday consumption has been extended to personalized and in-depth development, and new niche cultural tourism consumption such as camping, surfing, and diving has risen.
Search data on the Meituan platform showed that camping search volume increased by 744% year-on-year, surfing search volume increased by 188% year-on-year, and diving search volume increased by 53% year-on-year.
Fliggy platform surfing and diving bookings increased by more than 200% month-on-month, tents and camping increased by more than 14 times month-on-month, and hiking and rock climbing increased by more than 13 times month-on-month.
Watching performances and movies are also the mainstream of holiday cultural and travel consumption.
The main melody film "Changjin Lake" and "My Father and Me" set off a movie-watching boom.
According to the data of the Beacon Professional Edition, as of 18:00 on October 6, the total box office of the National Day schedule exceeded 3.7 billion yuan.
The cumulative box office of "Changjin Lake" has exceeded 2.9 billion yuan, the cumulative box office of "Me and My Fathers" has exceeded 900 million yuan, and the total number of viewers of the two films has exceeded 80 million.
Consumer demand is diverse, new consumer formats are more diverse, and new consumer models such as "first store economy", experience, and immersion are constantly emerging.
At the gates of many "first stores", people lined up to check in.
■Expert Comments
Li Zhongguang: Cultural tourism consumption is the main content of the holiday economy, which can effectively improve the proportion and quality of spiritual life in the holiday economy.
Improve the level of cultural and tourism consumption quality and increase residents' willingness to consume. High-quality cultural and tourism supplies in the holiday economy can enhance the people's sense of gain and happiness.
Holidays not only satisfy the material life of Chinese people, but also give more people time and space to pursue the improvement of cultural literacy and enrich their spiritual life.
China has entered a new stage of consumption upgrade, and the continuously upgraded business model is also showing its skills in the holiday consumer market.
Cultural tourism is a comprehensive industry and an important driving force for economic development.
The holiday economy not only fuels tourism consumption, but also benefits more related industries.
For example, the vast rural areas have become the main tourist destinations during the tourist season, especially during holidays. Graduated college students and villagers who have gone out to work have returned to their hometowns to find jobs and start businesses.
The holiday economy not only stimulates domestic demand and promotes consumption, but also contributes to my country's economic and social development at multiple levels.
Only if you can prevent it, you can let go. The booming cultural and tourism consumption cannot be separated from the escort of the epidemic prevention measures of "scientific prevention and precise policy"
On October 7, a piece of news from Yili, Xinjiang caused concern. People stranded in Khorgos City began to leave in an orderly manner due to the outbreak of the epidemic.
During the "Eleventh" period, the overall situation of the epidemic situation in the country was stable, but local epidemics occurred in Khorgos City and other places in Xinjiang.
After comprehensive research and judgment, as long as the stranded personnel are stranded passengers outside the territory with normal nucleic acid tests twice within 48 hours and no residence history in Horgos City and the 62nd regiment within 14 days, they can leave Iraq by plane or self-driving vehicle.
After the outbreak of an epidemic, full research and judgment and precise implementation of policies are becoming a routine treatment method in various places.
On the same day, Heilongjiang also reported: “This epidemic has been basically effectively controlled, the risk of epidemic spillover has been basically eliminated, the risk of local spread has been basically blocked, the risk of causing a large-scale epidemic again is low, and the epidemic has entered the final stage.”
On the same day, Putian, Fujian announced a comprehensive "unblocking", turning the entire territory into low-risk, removing all inspection points established in the three areas of "closing control zone, control zone, and prevention zone", and completely abolishing the city's national and provincial highways, The epidemic inspection points at the entrances and exits of the expressways will resume normal traffic.
Only if you can prevent it, you can let it go.
The prevention and control of the epidemic is a strong guarantee for the vitality of the holiday economy. Only when prevention and control are in place can a peaceful holiday environment be created and strong consumption power and potential can be stimulated.
The anti-epidemic measures of “scientific prevention and precise policy implementation” that have been proven to be correct have been applied to practice again and have achieved good results:
Once a local epidemic occurs, immediately shift from normalized prevention and control to emergency response, and quickly organize nucleic acid testing.
After confirming the implementation of the nucleic acid test for all employees, ensure that the number of people tested within 5 million will be completed within 2 days, and those with more than 5 million tested will be completed within 3 days;
Accurately lock the "environmental circle". In addition to delimiting high-risk and medium-risk areas, four "circles" are also set up, including closed areas, closed areas, areas surrounding risk areas, and other areas. Each "circle" has its own prevention and control rules. , The smallest control unit is accurate to a residential building in a community to minimize the impact of the epidemic;
Green, yellow, and red health codes provide more accurate warnings; limited, appointments, and peak shifts make travel guidelines more accurate and effective; accurate policies for on-site festivals and out-of-town travel... To prevent epidemics and promote development, seemingly irreconcilable contradictions are being coordinated In the practice of taking into account and coordinated advancement in China, a balance point is gradually found to solve the problem.
■Expert Comments
Li Zhongguang: The popularity of the cultural tourism consumer market is inseparable from strict epidemic prevention and control and strong security guarantees.
Scenic spots and public cultural venues generally implement real-name appointments, scan codes to enter the park, pass through faces, contactless services, robot delivery, etc., guide tourists to rationally arrange their itineraries and diversion, and reduce the risk of epidemic spread caused by crowds. "No appointment, no appointment. "Traveling" has become a general consensus among tourists, and "reservation, limited, staggered, orderly" has become the new normal of tourism.
At the same time, digital technology introduces reality into virtual, travel destinations move from offline to the cloud, and digital cultural tourism has become a new scene of tourists' consumption. While meeting tourists' requirements for consumption content, it also promotes the upgrade of tourism consumption.
In addition to conscientiously implementing the requirements for epidemic prevention and control, all localities have done a good job in passenger flow control, emergency warning, and comprehensive services at scenic destinations to ensure the safety of citizens and tourists and comprehensively improve the quality of services.
For example, the West Lake Xixi Scenic Area in Hangzhou, Zhejiang Province, launched the "West Lake and Xixi Transportation and Tourism Convergence Collaboration Scenario". If the number of people on the bridge exceeds 700, an early warning will be triggered, and the flow of people and vehicles will be rationalized through digital empowerment.
In response to the large passenger flow of the new Internet celebrity "Shanghai Qiantan Taikoo Li", the traffic police department deployed a large number of police forces to go all out to ensure order and stability.
The task of prevention and control of the epidemic is still arduous and arduous. Therefore, there are many uncertainties in the development of my country's tourism industry. However, the epidemic has undoubtedly accelerated the high-quality development of the tourism industry.
New technologies represented by digitalization and new policies represented by new infrastructure have provided new impetus for the supply-side structural reform of my country's tourism economy.
During the epidemic, the tourism industry has been cultivating technological and cultural innovation kinetic energy in response to new demands for service quality, and is accelerating the promotion of high-quality development strategies.
Whether it is the rapid growth of new types of consumption such as online games, reading, cultural history, and cloud tourism during the epidemic, or the strong recovery of holiday tourism and leisure consumption, we can see that new momentum for cultural and tourism development is accumulating.
Consumption during the "Eleventh" Golden Week reveals the fundamentals of economic development and serves as a vivid footnote for accelerating the construction of a new development pattern and promoting the realization of high-quality development
"On the last day of the National Day holiday, Hubei consumer vouchers are here again! Continuing the holiday "buy, buy, buy" happiness, at 20 o'clock on October 7th, the second batch of Hubei consumer vouchers will be officially launched in the National Day stall." "Encourage shopping malls, supermarkets, and catering companies Issuing consumer vouchers! Xiamen’s entire chain has increased support for consumption, tourism, and exhibitions"... As a stimulus means of “four or two”, the issuance of consumer vouchers is not only conducive to stimulating residents’ consumption, improving residents’ lives, and guiding consumption habits, but also to supporting local catering, Industries such as tourism and life services also play a positive role.
During the "Eleventh" Golden Week, consumer vouchers were issued in many places to encourage the masses to consume.
Domestic demand is a solid foundation for promoting the stability and long-term development of China's economy. It not only plays a supporting role in the current stable economic fundamentals, but also plays a key role in China's medium and long-term economic growth.
The boom in consumption during the "Eleventh" Golden Week reflects the important role of domestic demand in economic growth, and also reflects the high-quality development of my country's economy and the steady increase in residents' income.
Statistics show that under the strong leadership of the Party Central Committee, China's economy is steadily improving and the overall social situation is stable.
In the first half of the year, China's economy grew by 12.7% year-on-year, with an average growth rate of 5.3% over the two years.
Among them, the two-year average growth rate in the second quarter was 5.5%, higher than the 5% growth rate in the first quarter.
In the first half of the year, the national per capita disposable income of residents was 17,642 yuan, a nominal increase of 12.6% year-on-year, an average increase of 7.4% in two years, a real increase of 12.0% year-on-year after deducting price factors, and an average growth of 5.2% in two years, slightly lower than the economic growth rate and basically synchronized.
■Expert Comments
Li Zhongguang: Behind the enthusiasm of the "Eleventh" Golden Week, relying on China's super-large-scale market advantages and huge demand potential.
At present, China is promoting the formation of a new development pattern in which domestic and international cycles are the mainstay and the domestic and international dual cycles are mutually promoted. The holiday economy plays an important role in giving full play to the advantages of the domestic super-large-scale market and continuously releasing the potential of domestic demand for economic growth.
my country's per capita GDP has exceeded 10,000 US dollars. The Chinese people are moving from insufficient food and clothing to a well-off society. They increasingly need a higher quality of life. The holiday economy that releases these happiness has become more and more important.
The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China pointed out that it is necessary to improve the holiday system, implement a paid vacation system, and expand holiday consumption.
At the same time, the holiday economy reflects the improvement of the quality of life of the people and the quality of the people, and it also reflects the flowering results of the Communist Party of China's adherence to the concept of "people-centered" and "development results shared by the people".