Consumption scenes continue to enrich and activate the night economy.

Data shows that during the Spring Festival this year, nighttime cultural activities, catering, and tourism consumption have become more active in various places, and orders that only include night tour scenic spots account for 35%.

This reminds us that the key to tapping the potential of the nighttime economy is to innovate and further enhance the experience and convenience of nighttime consumption.

  The night economy usually refers to the modern urban consumption economy with service industries such as leisure, tourism, shopping, and catering as the main content, covering multiple levels of online and offline, physical and virtual content.

Affected by the epidemic, my country's consumption is still in the process of recovery and development, and nighttime economic development plays a very important role in promoting consumption.

As my country's per capita GDP has reached the level of 12,000 US dollars, the night economy has an endogenous driving force and an objective need to accelerate its development in my country.

Relevant market research reports believe that the scale of China's nighttime economy has exceeded 30 trillion yuan in 2020, and it is expected to exceed 40 trillion yuan in 2022.

  However, the development of the night economy also has many problems.

  From the perspective of business format, the consumption of night life services such as supper, night shopping, hairdressing and beauty is relatively active in various places, but there is a big difference in the consumption activity of nighttime cultural entertainment such as concerts, concerts, dramas, movies, etc., especially in other cities and Beijing, Shanghai and Guangzhou. There is a big gap between the first-tier cities.

  From the perspective of the degree of integration, the development of nighttime economic integration is more prominent in name only, which is mainly manifested in that some business districts and scenic spots are "easy to attract customers and difficult to retain customers", the consumption amount is not high, and they face profitability problems.

  From the perspective of service support, the nighttime economy requires highly coordinated development of related service industries.

For example, consumers commute at night, need subways and buses to extend their operating hours, and need more taxis and online car-hailing.

Another example is that there should be plans for social security and crowd congestion, and the normalization of epidemic prevention and control should be fully guaranteed.

At the same time, medical stores and night outpatient clinics should also be reasonably arranged, and so on.

  It is not difficult to see that economic development at night involves all aspects of urban management, environmental sanitation, and convenient transportation, as well as the layout of urban geographic regions. It is a comprehensive topic covering economic development and urban governance.

To promote the healthy development of the nighttime economy and fully tap the potential of the nighttime economy, it is necessary to adjust measures to local conditions and identify the main development direction.

  The first is to deeply integrate multiculturalism into the creation of urban night scenes, develop diversified, themed and characteristic nighttime cultural experience projects, and enhance the experience and convenience of nighttime consumption.

The second is to take the nighttime economy as an important part of the urban economy and incorporate it into the overall development plan, focus on the planning and layout of the city's nighttime economy, and work together to promote the nighttime economy to become a bright business card for my country's urban economy.

The third is to develop new models and new formats.

Using modern information technologies such as big data, cloud computing, mobile Internet, artificial intelligence, etc., to continuously adjust and enrich the night-time consumption formats to meet the people's needs for high-quality life.

  In recent years, various policies and measures to support the development of the night economy have been introduced from the central government to the local government, so that while expanding domestic demand, promoting consumption, and increasing employment, they also usher in a broader space for development.

Governments at all levels should strive to increase the supply of economic products, while at the same time making up for shortcomings in urban management, promoting linkages among all parties, optimizing the market environment, and laying a solid foundation for the healthy and orderly development of the nighttime economy.

(Jin Guanping)

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