Authors: Le Yan, Chen Shanshan, Wang Zhen, Wang Hai, Lu Hanzhi
What are the new trends in tourism and consumption in the just past "October" Golden Week?
The website of the Ministry of Culture and Tourism released news on the 7th that during the 7-day National Day holiday in 2022, 422 million domestic tourists traveled across the country, a year-on-year decrease of 18.2%, and a comparable recovery to 60.7% of the same period in 2019.
The domestic tourism revenue was 287.21 billion yuan, a year-on-year decrease of 26.2% and a recovery to 44.2% of the same period in 2019.
During this National Day holiday, various localities advocated local festivals, and local consumption has become the "main engine" to stimulate the new kinetic energy of the holiday economy.
According to the 2022 "November" consumption data released by Meituan, local consumption accounted for 77.4%, and the average daily consumption of local formats during the long holiday increased by 34% compared with the "May Day" holiday, and increased by 52% compared with the 2019 Golden Week.
However, local tours and surrounding tours are still the first choice for the majority of residents to travel during the holidays.
According to statistics released by Ctrip and other online travel platforms, during the 7-day National Day holiday, local and surrounding travel orders accounted for 65%, and the per capita travel spending in local and surrounding areas increased by nearly 30% compared with the same period last year.
Among them, camping vacations and "micro vacations" are undoubtedly the new trends of this year's November holiday.
On October 9, the reporter learned from multiple e-commerce platforms that the sales of short-distance travel products such as outdoor equipment surged during the 11th November.
Meituan-related data show that the sales of camping-related products increased by 215% year-on-year, with portable barbecues, mosquito repellents, picnic mats, folding tables and chairs, and fishing rods becoming the top-selling products.
Sales of barbecue grills, Frisbees, etc. have increased by more than ten times year-on-year.
According to data from JD.com, in terms of outdoor equipment, tents/mats increased by 72% year-on-year, and picnic supplies increased by 77% year-on-year.
In addition, according to an interview with a reporter from China Business News, in the past "November" promotion season, the effect of the "old-for-new" subsidy policy for home appliances implemented in various places on the overall market has yet to be further revealed. "Baking set" and air fryers and other emerging small kitchen appliances are selling well.
"November" air ticket prices are the lowest in five years
This year's "October" Golden Week, travel is still one of the key words of consumption.
Although local travel is the key word for this year's "November" holiday, the popularity of flying to further cities for vacations is still higher than the Mid-Autumn Festival.
According to Air Travel's forecast, during the "November" period this year, more than 3.2 million people traveled on domestic routes, and the average daily number of travelers increased by about 15% compared with the Mid-Autumn Festival holiday.
The increase in the average daily number of trips is not only related to the longer vacation time, but also to the cheaper air ticket prices.
Data from the Qunar platform shows that the average price paid for domestic air tickets on the “November” this year is 650 yuan, a 12% decrease from the “November” in 2021 and 20% lower than that in 2019. The air ticket price is the lowest in the same period in five years.
Since mid-September, as Sanya and Chengdu successively announced the orderly restoration of normal production and living order, these two places also caught up with the "October" Golden Week at the last minute.
Among them, Chengdu has been squeezed into the second place among the top ten cities for domestic bookings during the "11th" Golden Week, and the first place is Shanghai.
However, local tourism and local consumption are still the mainstream of this November holiday.
"This year's National Day holiday is mainly based on local and surrounding tours, and many new local tours have emerged in the market. For example, hotel + X series packages, scenic area + X packages, are superimposed rich entertainment factors on the basis of scenery and wine. , matching high-quality services, bringing consumers a new multi-level travel experience, and catering to the holiday travel needs of tourists who have new explorations without traveling far. New ways of playing, such as light outdoor, have gradually become a high-frequency choice for public holiday travel." Fang Zeqian, an industry analyst at Ctrip Research Institute, said.
Statistics from major travel platforms show that the most popular local tours around this year’s National Day are: Shanghai, Beijing, Guangzhou, Hangzhou, Shenzhen, Nanjing, Chengdu, Chongqing, Changsha, Suzhou, Hefei, Wuhan, Ningbo, Xi’an, Jinan and other cities .
In terms of the National Day box office, according to the data of Lighthouse Professional Edition, as of 21:30 on October 7, the total box office of the National Day file in 2022 will be 1.496 billion yuan, and the national theater operating rate will be stable at about 80%.
The top three films in the National Day box office are: "Homecoming" with a scheduled box office of 1.022 billion yuan, "Ordinary Heroes" with a scheduled box office of 119 million yuan, and "Hello, Brother" with a scheduled box office of 78.35 million yuan.
Short-distance travel products are popular
Statistics from major travel platforms show that during the holidays, local and surrounding travel orders accounted for 65%, and the per capita travel spending in local and surrounding areas increased by nearly 30% compared with the same period last year.
Zhou Weihong, deputy general manager of Spring and Autumn Tourism, told Yicai.com that from October 1st to 7th, Shanghai local tours and surrounding tours were the mainstream of holiday travel in Spring and Autumn Tourism, and the number of tourists who chose Shanghai local tours increased by 200% compared with the same period last year. .
Among them, camping, "Shanghai-style urban archaeology" micro-travel, parent-child tour, country tour, micro-vacation and special food have become popular themes of the holiday, and the number of campers accounted for more than 70%.
"During this year's 11th Golden Week, although there were more domestic tourist routes, most people took a wait-and-see attitude towards long-distance travel, and short-distance travel still accounted for a large proportion of people's travel." Liu Shuxuan, product director of Shenzhen Yanwai Technology Co., Ltd. told First Financial Reporter, with the popularity of short-distance travel, the sales of camping equipment have become popular.
Eaves Technology Co., Ltd. is an enterprise engaged in the export of outdoor products, and its current focus is camping.
Liu Shuxuan said that the open space used for camping was very scarce in the past. In the past year, the number of camps in various places has increased. Consumers can set up tents in the camps or move in with bags.
The price of accommodation in many camps is the same as that of hotels and homestays, or even higher.
Another company, Black Deer, which produces and sells canopies, tents, camping lights and other camping products, also feels the same way.
Tu Pengcheng, head of sales at Black Deer, told reporters that the peak of user purchases for short-distance trips on November 11 actually occurred in mid-to-late September, because the time for express delivery and logistics needs to be considered.
"The sales during the 11th period were okay, but the competition was also very high, especially in terms of price. Because many new brands and factories directly connected to the market through e-commerce channels."
According to data from multiple e-commerce platforms, short-distance travel has become the choice of most people during this year's 11th Golden Week, and camping, road, short-distance travel and other projects have also driven the growth of related categories.
According to data from JD.com, the consumption of road bicycles during the 11th Golden Week this year increased by 241% year-on-year, and cycling clothing also achieved a 200% increase.
Outdoor shoes and clothing increased by 77.9% year-on-year.
Among them, jackets and trousers increased by 97%, and fleece trousers increased by 121%.
In terms of outdoor equipment, tents/mats increased by 72% year-on-year, picnic supplies increased by 77% year-on-year, and extreme outdoor products achieved a 162% increase.
During the November holiday, sales of motorcycle accessories and riding equipment increased by 389% and 121% respectively compared with the same period last year, and self-driving camping equipment increased by 49% year-on-year. Air pumps, on-board charging equipment and 360 panoramic images became the favorites of car owners. selected equipment.
Meanwhile, outdoor photographic equipment increased by 83% year-on-year.
In addition to placing orders on e-commerce platforms, travel supplies are also very popular in instant retail.
According to data from JD Daojia and JD Hourly Shopping, during the National Day holiday from October 1st to 7th, sales of travel equipment and household items have increased.
In terms of travel, sales of travel accessories, outdoor shoes and clothing, sports shoes, sleeping bags, etc. increased by more than 10 times year-on-year.
In addition to outdoor sports, stadium sports and yoga have also been sought after. JD.com's sports booking service orders were 4.6 times that of the same period last year, and the sales of yoga clothes also increased by more than 4 times year-on-year.
The National Day holiday brings prosperity to "lazy people" home appliances
With the increase in the number of consumers at home for the holidays, it has also brought prosperity to the "lazy" home appliance market.
On October 8th, the consumption data released by JD.com Consumer and Industrial Development Research Institute showed that the proportion of household consumption increased and showed a trend of scene segmentation and upgrading.
Consumers' leisure at home has driven the sales of improved products such as smart home appliances.
Dryers (i.e. clothes dryers) are particularly popular. JD.com's November holiday sales increased by 249% year-on-year compared with the 2021 holiday; sales of washing and drying suits increased by 92% year-on-year; clothing care machines, shoe washing machines and other sub-categories Sales also more than doubled year-over-year.
As a new device for home leisure, during the 11th holiday, JD.com's VR glasses sales increased by 290% year-on-year compared with last year's holiday, and game consoles also achieved an 86% increase.
As an important life scene in the kitchen, JD.com-related categories have grown rapidly. The average year-on-year growth rate of sales of kitchen products such as air fryers, coffee machines, and multi-purpose pots has exceeded 50%.
Data from more than 50 JD.com flagship stores across the country show that dishwashers, water purifiers and steam ovens are being added to the new three-piece set of kitchen appliances for young people.
Smart cleaning appliances accelerate the iteration, and technologies such as AI voice control are widely used.
On October 1, the turnover of cleaning robots increased by 110% year-on-year.
At the same time, the purchase of a combination washer and dryer continues to soar.
Data from JD Daojia and JD Hourly Shopping show that during the National Day holiday from October 1st to 7th, the sales of home entertainment products such as microphones and audio-visual equipment increased by more than 10 times year-on-year.
On October 7, Suning.com also released 2022 "November" consumption big data, showing that during the National Day holiday, Suning.com's sales of green and energy-saving home appliances increased by 98% from September this year.
Suning.com, together with home appliance brands such as Haier, Hisense, and Midea, as well as more than 20 local governments and over 50 banks, have increased the cooperation of “government, enterprise, factory and bank” to jointly carry out the “100 million yuan subsidy to promote consumption” activity.
Upgraded home appliances are very popular, and sales of home appliances such as 8K TVs, large-capacity double-door refrigerators, and all-in-one washing and drying machines have doubled from September.
The potential of the third- and fourth-tier markets is further released.
During the "November" holiday this year, Suning.com launched an "upgrade plan" for household appliances and household consumption in tens of thousands of retail cloud stores across the country.
The sales of Haier's all-in-one washing and drying machines increased by 118% year-on-year, the sales of Rongsheng cross-door refrigerators increased by 233% year-on-year, the sales of Midea's maternal and infant washing machines increased by 282% year-on-year, and the sales of Vantage kitchen appliances increased by 380% year-on-year.
In addition, Suning Retail Cloud data also shows that sales of bear health pots increased by 120% year-on-year, Galanz microwave oven sales increased by 104% year-on-year, Supor electric pressure cooker sales increased by 198% year-on-year, and Meiling air fryer sales increased by 342% year-on-year.
(Jiangsu reporter Jie Shuyi also contributed to this article)