As an important part of a city's economy, the nighttime economic prosperity is regarded as a barometer of a city's economic convenience and activity.
Data shows that 60% of my country's consumption occurs at night, which further expands domestic demand. The nighttime economy is the focus of attention.
What is the new upgrade trend for nighttime consumption?
What new measures have been taken in various places to promote nighttime consumption?
How to make efforts to create consumption highlights?
With these questions in mind, we recently conducted interviews in many places across the country.
Integrating culture and tourism to tap the potential
The night-time cultural and tourism consumption gathering area with diverse products and distinctive features is favored by more and more tourists
Zhulou painted buildings, and colorful lights.
Walking into the Chang'an Twelve Hours Theme Street located in Qujiang New District, Xi'an City, Shaanxi Province, travelers will immediately be attracted by the Tang style and rhythm here.
This cultural tourism block, which integrates Tang-style market experience, Tang music and dance performances, and cultural, social and leisure activities, has attracted 10,000 tourists every day since it opened in May this year.
In order to enhance the immersive experience of passengers, more than 100 actors shuttled through it.
They may play small traders or historical figures such as Li Bai and Du Fu, stopping from time to time to interact with tourists.
"In addition to traditional businesses such as shopping, catering, and performances, we have made a lot of attempts to plan new business, culture, tourism, entertainment and other business formats and supporting facilities for the night economy. For example, from 21:00 to 0:00 the next day, it is aimed at young consumers. The group launched the immersive live-action activity "Datang Never Sleeps"." said Zou Linfeng, chairman of Shaanxi Cultural Tourism Co., Ltd.
The nighttime economy generally refers to the economic activities of the service industry that occur from 18:00 on the same day to 2:00 am the next day.
In 2019, the General Office of the State Council issued the "Opinions on Accelerating the Development of Circulation and Promoting Commercial Consumption", stating: "Activate nighttime commerce and markets." : "Promoting cultural consumption in an all-round way, accelerating the development of new cultural consumption patterns, and developing the night economy."
To play the cultural tourism brand and develop the night economy, Xi'an City has successively issued the "Implementation Plan for Promoting Night Tour in Xi'an", "Xi'an City's Three-Year Action Plan for Strengthening Cultural Construction and Promoting the Integrated Development of Cultural Tourism Industry (2020-2022)", "Xi'an City Creation" Implementation Plan for National Cultural and Tourism Consumption Pilot Cities.
Datang Never Sleeping City, Yisushe Cultural District and other nighttime cultural and tourism consumption gathering areas with diverse products and distinctive features are favored by more and more tourists.
The Datang Never Sleeping City Pedestrian Street, which is adjacent to the twelve-hour theme block in Chang'an, renders the scene by means of sound and light, and brings together creative performances such as "Qin Opera Marionette".
Li Yan, a resident of Xi'an, said: "The performances here will change from time to time. There are theaters, art galleries, concert halls and other cultural venues on both sides of the pedestrian street. It is a good place for night tours."
At 20:00, the Yisushe cultural block near Xi'an Bell Tower was crowded with tourists.
This urban renewal project was opened to the public after the renovation was completed last year. Qin opera, drama and cross talk performances enriched the people's nighttime cultural and artistic consumption.
"I saw this clock at my grandfather's house when I was a child!" said tourist Ma Liyang excitedly.
Wandering in the nostalgic theme block of "Tongbangge" on the basement floor, the old memories of the old Xi'an people are evoked by old objects, and tourists can enjoy the culture while savoring the culture.
In the Bailuyuan Film and Television City Scenic Spot in Lantian County, Xi'an City, the light and shadow show of "Night Tan Bailuyuan" integrates special effects, actor performances, and landscape lighting. the world of light and shadow.
Light and shadow shows, bonfire festivals, art festivals and other night tour hotspots based on rural spaces such as Chang'an Tang Village, Zhouzhi Water Street, and Huyi Caijiapo are also continuing to heat up.
The relevant person in charge of Xi'an Municipal Bureau of Culture and Tourism introduced: "The nighttime economy is a new driving force for the integrated development of culture, tourism and consumption. Xi'an connects scenic spots, blocks, parks, communities and business circles to promote the improvement of the quality of the nighttime economy and make the play scene more Tech, immersion and fashion.”
Highlight features and enhance charm
Cultivate new hot spots of consumption, let the nighttime economy continue to heat up, and show the youth and vitality of the city
"Finally lined up!" At the entrance of a milk tea shop in the Xiangjiang New District neighborhood of Changsha City, Hunan Province, Qin Ling, a tourist from Shaoyang City, came here just after dinner with her friends.
A lobster shop next door is also booming, and the queue is about 20 meters long.
"When the store has the most customers, it ranks over No. 200, and sells 900 catties of lobster every day," said the person in charge of the restaurant.
At night, the Meilanfang neighborhood of Xiangjiang New District is bustling with tourists, the shops with delicious food are full, and the bustling square is singing gently... This Binhu Commercial Street is integrated with the beautiful scenery of Meixi Lake, bringing a beautiful night to citizens and tourists. The beauty and comfort below.
Atmospheric lights were hung, and dozens of booths were lined up: exquisite cultural and creative figures, touching folk performances, and wonderful face-changing performances... In the midst of the roar of voices, the lakeside fireworks market of "Charming Xiangjiang Night Meilan" The activities on the set are exciting.
"There are various activities in the block. In addition to the monthly fixed activities such as lakeside music and lakeside market, there are also various national style tours, national tide punch cards, and intangible cultural heritage exhibition activities." Meng Ling, the head of the operation of Meilanfang Block, introduced, In recent years, the block has been planned around the "24-hour city", organically combining fireworks and cultural flavors, and relying on the natural resources advantages of Meixi Lake to bring consumers a diversified nighttime experience of "roaming by the lake", and was successfully selected as the second Approved as a national-level nighttime cultural and tourist consumption gathering area.
Meng Ling said that the post-95 generation is gradually becoming the main force of nighttime economic market consumption, and has higher requirements for a diversified and multi-level nighttime consumption experience. Show and other lifestyle formats, and actively promote the integration and coexistence of diverse nighttime consumption formats such as food, culture, and entertainment to better meet consumer needs.”
Also crowded with tourists, there is also the Wuyi Square business district in Changsha City.
There are more than 20 commercial streets and more than 20,000 commercial outlets in the business district. The commercial complex accounts for more than 2/3 of Changsha City. It gathers Jiefang West Road, Taiping Old Street, Pozi Street and Huangxing South Road Pedestrian Street. The first batch of national-level nighttime culture and tourism consumption gathering areas listed by the Ministry of Tourism.
Since July, nighttime consumption in Changsha has continued to rise.
According to Meituan data, from July to August, the overall nighttime consumer orders in Changsha City on the platform accounted for 44%.
Among them, the number of night play orders increased by 1.5 times year-on-year, and the number of night sports and fitness orders increased by 1.1 times year-on-year.
From the perspective of business districts, the Wuyi Square business district, the business district along Furong South Road, and the Yinpenling business district are popular with consumers. Since July, the order volume of the Wuyi Square business district has increased by 26% month-on-month.
In December 2019, Changsha City issued the "Implementation Opinions on Accelerating the Development of the Night Economy", which clearly stated that it would take three years to plan a batch of projects that would be integrated with the development of regional business circles with the goal of building a "24-hour city". The characteristic nighttime consumption block of the radiant function.
Changsha City will continue to heat up the nighttime economy and show the youth and vitality of the city by improving the quality of the blocks, launching promotional activities, and cultivating new consumption hotspots.
Improve the supporting facilities and enhance the power
Improve nighttime traffic, safety, environment and other supporting measures, and continue to improve the convenience and activity of nighttime consumption
"Hongdu thumb milk tea, Juewei boiled water, sugar water shop, old three... There are many delicious food here, and the taste is quite good. There are also cultural performances, which are very lively. Not only can you experience the strong Hongdu charm, but also I can feel the unique vitality of this city, and I often go shopping with my family." Huang Guihua, a citizen who was visiting Hongdu Night Lane, a historical and cultural commercial district in Qingyunpu District, Nanchang City, Jiangxi Province, said excitedly.
In 2021, Qingyunpu District will invest more than 67 million yuan, relying on the rich historical and cultural heritage of Old Hongdu and the city's unique cluster of hundreds of Soviet-style cultural relics protection buildings, to transform old streets and lanes like repairing cultural relics, and transform the former Xinxi Bridge. The dining block of Beier Road has been upgraded to Hongdu Night Lane, a historical and cultural commercial block, with a block length of 920 meters and more than 120 shops along the street.
Yu Li, director of the Qingyunpu District Culture, Broadcasting and New Tourism Bureau, introduced that the block focuses on consumption hotspots, often holds literary and artistic activities and performances, and integrates intangible cultural activities with local characteristics, such as Nanchang sugar paintings, Chengnan dragon lanterns, Qingyunpu paper-cuts, etc. Actively cultivate new business formats and release consumption potential.
At present, the annual sales volume of Hongdu Yexiang·Historical and Cultural Commercial Block has exceeded 100 million yuan, driving more than 1,000 jobs. The block format has been transformed and upgraded from a traditional catering service industry to a historical and cultural commercial block. An integrated cultural and commercial landmark of Nanchang.
"In recent years, Qingyunpu District has planned to build six characteristic nighttime economic sectors, such as Jingmin Road Night Market Street, Hongdu Night Lane, Historical and Cultural Commercial Street and other characteristic nighttime economic activities have achieved good results, realizing the differentiated development of nighttime economy in the whole district. , business resources are gathered." Zhou Wei, director of the Commerce Bureau of Qingyunpu District, said that the district has increased policy support and introduced a series of measures such as issuing consumer subsidies to further cultivate new momentum in the nighttime economy.
From May to July this year, Qingyunpu District held the "Tesco Qingyunpu·Consumption Benefit People's Livelihood" activity, which effectively stimulated the vitality of residents' night-time consumption and became a "catalyst" for regional economic growth.
Nanchang Wangfujing is the largest commercial complex in Qingyunpu District.
During the event, the average daily passenger flow of the complex reached 38,000, the average daily consumption was more than 3 million yuan, and the monthly turnover exceeded 100 million yuan, a year-on-year increase of 124%. Night consumption accounted for more than 60% of the total daily consumption.
"Night-time economy, with vast space, has great potential." Ye Xiutang, secretary of Qingyunpu District Party Committee, said that Qingyunpu District will continue to create nighttime consumption scenes and gathering areas by upgrading and transforming traditional business districts, vigorously introducing the first store economy, and improving nighttime traffic, safety, Environmental and other supporting measures continue to improve the convenience and activity of nighttime consumption.
Policy promotion, forming synergy
Reasonably plan the space layout, increase more distinctive and innovative supply, and stimulate greater vitality of the nighttime economy
"The environment is better, playing is more comfortable, and shopping is more secure." Recently, in the night economic block of Huanxi Street, Wuyue Square, Taishan District, Tai'an City, Shandong Province, Li Jia, a citizen who came to shop for consumption, said.
Li Jia, who lives nearby, used to have no good places to go shopping at night.
Although some night markets have spontaneously formed in the local area, many of the operators are mobile vendors, not only the consumption environment is not satisfactory, but there are also various hidden dangers such as food safety.
In order to actively develop the nighttime economy and better meet the needs of nighttime consumption, Taishan District Comprehensive Administration and Law Enforcement Bureau relies on traditional business districts such as Wuyue Plaza, Wanda Golden Street, and Baolong City Plaza to conduct unified management and planning, and vigorously cultivate nighttime economic theme blocks. Continuously improve the consumption environment, and give full play to the role of driving employment and activating nighttime consumption.
Today, these nighttime economic-themed blocks can provide more than 160 stalls and can receive more than 3,000 people per night.
"In the past, it was often a helpless move to set up mobile stalls. Now that there is unified management, more citizens come to consume, and the merchants are more confident." said Feng Xia, a merchant selling fruit in the night economic block of Huanxi Street, Wuyue Plaza. .
In the food area of the block, the floats adopt a unified store approach and are equipped with classified garbage bins, oil fume purifiers, fire extinguishers and other equipment; the retail area is divided into multiple areas for clothing and accessories, and different floats or tables and chairs are used according to the business format; interactive play area Set up a variety of children's amusement facilities to meet the needs of parent-child amusement.
In addition, activities such as "Blue Night Breeze Garden Party" and "Open-Air Cinema" were also carried out in the block, bringing more surprises to the citizens.
Active nighttime commerce and markets require more complete supporting measures.
In recent years, various localities and departments have focused on improving functional facilities, strengthening policy support, and optimizing the business environment.
Beijing released the third edition of nighttime economic development measures, focusing on "Beijing style", "fashion trend", "cultural core" and "technological core".
Guangdong Province launched a summer consumption promotion activity with the theme of "Nightlife, Guangdong Wonderful", and carried out various special activities.
Chongqing has formed a rich product system such as "night tour, night scene, night show, night reading, night market, night entertainment, and night support".
On weekend nights, outside the Eastar Shopping Plaza in Sunhe Township, Chaoyang District, Beijing, a car trunk market created by the Chaoyang District Catering Service Hotel Industry Association attracted many consumers.
Private cars are neatly arranged in a row, the trunks are opened neatly, and a dazzling array of goods are neatly placed.
"Through the close integration with commercial complexes, the trunk market can not only lead to physical business, but also meet the new needs of young consumer groups and become a new growth point for the nighttime economy." Vice Chairman of Chaoyang District Catering Service Hotel Industry Association Xu Yang said.
Not long ago, the Ministry of Culture and Tourism announced the second batch of national-level nighttime culture and tourism consumption clusters. Since 2021, a total of 243 national-level nighttime culture and tourism consumption clusters have been built in the two batches.
In order to better support nighttime consumption, Meituan launched the "National Nighttime Culture and Tourism Consumption Agglomeration Area" themed brand pavilion, and moved offline physical blocks to online, forming a digital linkage of "online tours and offline consumption".
By searching for keywords such as "clustering area", "night gathering area", "nighttime cultural tourism consumption gathering area", and entering the homepage of the theme brand pavilion, tourists can obtain the details of the merchants, booking methods and strategy evaluation of popular business districts, so as to achieve more Convenient consumer experience.
Experts said that the night economy is not just a simple "eating, drinking and having fun", but has gradually become a new format that integrates shopping, food, accommodation, culture, entertainment, sports, health care and other industries.
While improving relevant supporting facilities and services, it is necessary to develop nighttime economy according to local conditions, rationally plan space layout, avoid stereotypes, increase more distinctive and innovative supplies, and stimulate greater vitality of nighttime economy.