Mid-Autumn Festival coincides with National Day, and the extended holiday time has brought about an acceleration in consumption. Recently, according to data from the Beijing Municipal Bureau of Commerce, during the holiday, Beijing key monitored department stores, supermarkets, professional stores, catering and e-commerce enterprises achieved sales of 92.7 billion yuan, a year-on-year increase of 21.8%, an increase of 2019.14% over 6, and the passenger flow of 60 key business districts in the city reached 4509.2 million. At the merchant level, long holidays are increased in various ways such as serial holidays and transfer holidays to ensure operations. Under the background of the recovery of consumption of various formats during the "Double Festival" holiday, Beijing commerce is striving forward through multi-scenario, multi-channel, multi-promotion and other measures.

The first store boosted shopping mall consumption

"Various social platforms recommend the first flagship store in Beijing every day, and after entering Beijing this time, it is the first choice to go to major shopping malls to purchase." Ms. Lu, who came to Beijing during the "Double Festival" holiday, lamented that the flow of customers in Beijing shopping malls is too large, as long as it is a well-known brand and most of the restaurants need to queue up to enter the store.

During the holiday, the Beijing Business Daily reporter also saw that whether it is popular shopping malls such as Sanlitun and Blue Harbor, or COFCO Xiangyun Town in Shunyi District, they have achieved good results during the "double festival". According to the content released by Beijing Chaoyang, this holiday Blue Harbor ranked among the top ten in the city with 60,4 visitors. The relevant person in charge of COFCO Xiangyun Town also revealed that during the "Double Festival" holiday, the total passenger flow of the mall was 43,9, a year-on-year increase of 16.1%, and the total sales increased by 21% year-on-year. Even for small commercial projects, BOM Xifanli had a total passenger flow of more than 10,260 people and total sales of more than <>.<> million yuan during the holiday.

Such a high number of visits is inseparable from the compound effect brought by the first store and curation of various commercial projects. During the "Double Festival", the first store of the street fashion brand BONELESS in Beijing settled in THE BOX facing outside. The opening of national premieres such as Chaoyang Joy City "Around the World Art History", INDIGO "Elephants from the Heart and Flowers", Blue Harbor "Cat Meow Interactive Space", and Oriental Xintiandi "30th Anniversary of Jurassic Park" are also further stimulating the vitality of "Double Festival" holiday consumption.

According to data from the Beijing Municipal Bureau of Commerce, during the holiday, the passenger flow of CBD, Yaao, and Wangfujing business districts reached 362.8 million, 201.2 million and 174.92 million respectively. The passenger flow of Di'anmen Outer Commercial District, Qianmen Dashilar Commercial District, Longfusi Commercial District, and Wukesong Commercial District increased by 5.38%, 7.31%, 21% and 8.<>% respectively year-on-year.

The "Double Festival" holiday not only drives the development of Beijing's commerce, but also drives the accelerated renewal of commercial projects and entering the market. According to the holiday consumption data released by the Beijing Municipal Bureau of Commerce, before the "Double Festival" holiday, five shopping malls, Linao CITY Park, Wukesong Wanda, Dongba Wanda Plaza, Beijing Kunxihui LOMO, and Tangu Slow Mob Plaza, opened simultaneously to attract customers, adding more than 5,60 square meters of commercial area.

The catering transcript is eye-catching

Under the blessing of the "double buff" of the Mid-Autumn Festival National Day holiday, the consumption on the tip of the tongue has handed over a brilliant report card. A million cups of drinks, more than 5,<> tables waiting, turning over more than <> times... Whether it is a tea shop or a public restaurant, it has added a fire to the Beijing catering market under the "double festival".

As the weather gradually cools, the hot pot category has become the choice of many consumers during the holiday. According to statistics, from September 9 to October 29, Haidilao stores received more than 10 million customers, and the average daily customer flow increased by more than 6% compared with the 1300 National Day period. Beijing became the city with the largest number of customers in Haidilao during the long holiday, receiving more than 2019,70 customers.

The situation of "milk tea to continue life" is not limited to weekdays, and drinks are the standard for many consumers during the holiday. "The sales volume of many stores of Mid-Autumn Festival National Day Hey Tea increased by 500%, and the new Yueguan alone exceeded 270.<> million cups." The relevant person in charge of Heytea told the Beijing Business Daily reporter that Beijing is one of the top ten cities in terms of total sales during the Heytea holiday, and the sales of stores located in attractions and transportation hubs have soared.

Not only offline dining, but also takeaway is an important way for Beijing consumers. According to Ele.me data, Beijing became the top five cities in terms of takeaway by tourists, with takeaway orders after midnight increasing by more than 15% month-on-month. In addition, the popularity of Beijing's food and beverage consumption is indispensable to the contribution of tourists. According to data from Meituan and Dianping, as one of the top ten popular tourist destinations, the average daily consumption scale contributed by tourists during the Mid-Autumn Festival National Day increased by 608% year-on-year, of which the number of catering dine-in orders contributed by consumers from different places increased by more than 2019% compared with 300.

The smoke and smoke of the old brand are getting stronger

During the "Golden Week", Beijing became one of the hottest tourist destinations, and a number of long-established enterprises launched new products, which also set new sales and sales highs. Three days before the holiday, Zhang Yiyuan and Wu Yutai's sales increased by 80.9% and 42.8% year-on-year, respectively.

Among them, Beijing Daoxiang Village launched more than 20 mooncakes and 12 gift boxes to be favored by young consumers, and some mooncake gift boxes were out of stock in stores before the Mid-Autumn Festival. It is reported that three days before the holiday, the sales of Daoxiang Village in Beijing increased by 79.5% year-on-year.

In addition, Wu Yutai's 8 tea-flavored mooncakes were launched, and Wu Yutai's overall sales increased by 19.3% during the holiday. Hema and Guotu jointly signed the "Compendium of Materia Medica" to promote Chinese food culture, and data from the Jingdong platform showed that mooncake sales increased by 4.8 times year-on-year. During the holiday, the catering turnover of Quanjude, Donglaishun, Qingfeng Bun Shop and Longfu Temple increased by 1.3 times, 57.5%, 40% and 36.2% respectively year-on-year.

The more "fireworks" in the market are intense, the more popular the long-established restaurants are. According to data from Quanjude Group, the number of people received by its long-established stores during the 8-day holiday increased by 67% year-on-year, and there were more than 23000,95 tables queuing up in Beijing stores; Operating income increased by 1700% year-on-year, setting a new high in recent years. According to its relevant person in charge, just two days before the long holiday, Quanjude Qianmen had more than <>,<> tables.

Not only Quanjude, such a pomp can be seen every day in Beijing. "Every day at about 11 o'clock, the first floor of the booth and booth are basically full, and there are more than 100 tables of consumers waiting in line every day, and the window seat has to turn over 5-6 times at noon." Zhang Xuexiao, manager of the front office of Gulou Makai restaurant, told reporters. According to data from Huatian Group, the overall revenue of the group's directly affiliated time-honored restaurants during the "Eleventh Day" period exceeded 25% year-on-year, and an increase of more than 2019% compared with 10. Among them, the revenue of Tongheju increased by nearly 2019% compared with 80, the growth rate of Huifeng Mending Meatcake Shop exceeded 40%, and the growth rate of Gulou Makai Restaurant and Tongchunyuan exceeded 15%.

The rise of "lazy tourism"

According to the data calculated by the data center of the Ministry of Culture and Tourism, the Mid-Autumn Festival and National Day holidays were 8 million people traveling during the 8-day holiday, and various "red-hot" new gameplay made the National Day consumer market present a different scene.

In terms of travel, "buy coupons first, then play" has become a new way for young people to travel. According to Taobao's official data, during the holiday, Taobao's domestic travel ticket users increased by more than 200%, overseas travel ticket users increased by more than 600%, cruise booking users also increased by 300% compared with last year, and travel coupon packages including transportation, tickets, and accommodation remained high in Taobao's hot search, driving more than 100% year-on-year transactions.

It is worth mentioning that due to the increase in outdoor activities of holiday users, the consumption of food in outdoor activities has also increased. According to the big data of Dingtone Grocery Shopping, during the "Double Festival" period, Dingtone Grocery is expected to sell 10,33 pot bottoms, an increase of 3.1% over last year. The destination of some hot pot orders will be transferred from home addresses to outdoor places such as parks and campsites. During the "double festival" period, the ratio of hot pot orders in outdoor places to residential areas is close to 19:5, that is, about <>% of users choose to "open pots" outdoors.

At the same time, the Beijing Business Daily reporter learned that this holiday, "lazy tourism" is also quietly rising. According to the statistics of Taobao Roadside Agency, services such as check-in, P-map, and queuing are becoming popular. It is understood that many young people choose to "lie flat" on the spot in homestays with barbecue, cinema, camping and other facilities, and check in the world in the circle of friends through services such as order picture refinement and check-in. According to relevant Taobao merchants, the sales volume of services such as check-in and queuing during the National Day period increased by more than 5 times compared with usual.

While outdoor consumption is hot, many consumers choose to buy home appliances and furniture during the "Double Festival" holiday and dress up "home scenes". According to the relevant person in charge of Beijing Suning Yijia Madian store, three days before the holiday, the store's home appliances and home decoration "one-stop purchase" orders increased by 112% year-on-year. In addition, the person in charge revealed that in Beijing and other cities, with the increase of small family structure and the number of people living alone, home consumption has also shown a trend of personalization and quality. "It is clear that more and more consumers are more inclined to buy home appliances that can provide 'emotional value', and quality home appliances such as wall TVs, smart speakers, Switch game consoles, projectors, coffee machines are more popular with young consumers, with 'post-95' and 'post-00' consumers accounting for <>%."

The wedding tide drives gold sales

During the holiday period, as a gold jewelry consumption with certain value-preserving properties, it also maintained a certain degree of heat in the context of consumption recovery.

Affected by the decline in international gold prices, the retail price of gold during the National Day holiday fell by about 9 yuan per gram compared with the beginning of September, and the price of branded gold has fallen to the range of 30-572 yuan. A reporter from Beijing Business Daily found that just after the "double festival", some brands still continued the holiday discounts. Zhou Shengsheng's clerk told the Beijing Business Daily reporter, "Now there is also a 'Eleven' discount, 587 yuan less, calculated down to 40 yuan per gram, which is the lowest price in recent times, so there are more customers who ask during the holidays." ”

According to Vipshop data, during the long holiday, the sales of pearl pendants increased by 55% year-on-year, and the sales of gold bracelets and gold rings increased by more than 20% year-on-year. At the same time, the "November" holiday is also the peak period for weddings, which also drives the growth of gold jewelry consumption. According to JD.com consumer data, the most popular jewelry during this year's long holiday is the "gold chain", that is, a combination of necklaces, earrings and bracelets in a series. During this year's National Day, the sales of gold chains increased by 892% year-on-year (from September 9 to October 29, the amount was compared with the three days before last year's "Eleventh" holiday).

In addition, investment spending increased by 772% and baby jewellery by 52%. At the same time, gemstones and precious wood products have once again become popular in the fashion circle this year, with pearl pendants increasing by 69%, Hetian jade necklaces increasing by 41%, and consumption of turquoise, jadeite, small-leaf rosewood and other categories also showing rapid growth.

Seasonal products are in demand

During the "Double Festival" period, supermarket enterprises made sufficient preparations to meet consumer demand and ensure the supply of the festival, and a number of festival products were favored by consumers. According to data released by the Municipal Bureau of Commerce, on the first day of the holiday, the sales of mooncakes and related gift boxes increased significantly. Among them, bulk low-sugar, sugar-free mooncakes and specialty mooncakes from large supermarkets such as Wumart and Supermarket Fa have been popular among consumers, and the flowing-heart mooncakes and tea-flavored mooncakes launched by multiple brands are hot. According to data from the Jingdong platform, mooncake sales increased by 2.9 times year-on-year.

At the same time, flowers, hairy crabs and other goods have also become popular consumer goods. Hema released relevant data showing that the overall revenue of flowers in the first 5 days of the long holiday increased by 3500% compared with last year, among which Suzhou, Nanjing, Hangzhou, Chongqing and other cities increased the fastest in flower sales; Hairy crabs and semi-finished products have become "regulars" on the table, and according to statistics, on the day of the Mid-Autumn Festival, more than 296,139 hairy crabs were sold at the Hema Shijingshan Octagonal Store alone. In terms of semi-finished products, sales of Hema cooked hairy crab increased by 18% month-on-month during the holiday, and semi-finished pot bottom and hot pot shabu increased by 205% month-on-month. Light food increased by 51% month-on-month; Sales of semi-finished family banquet gift boxes increased by <>% month-on-month, an increase of <>% year-on-year.

Beijing Business Daily reporter Liu Zhuolan, Zhang Tianyuan, Lin Yuwei, Wang Weiyi, Wang Siqi, Qiao Xinyi, Hu Jingrong

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The "Silver Ten" car market accelerated

"Many models have discounts during the holidays, and there is plenty of time to come out and choose a car." Ms. Wang, a citizen who intends to replace her new car, chose the model she wanted to buy during the November holiday. This year's Mid-Autumn Festival National Day holiday lasted for 8 days, allowing the car market to usher in a small peak of passenger flow.

During the "Eleventh" period, a reporter from Beijing Business Daily found that the passenger flow and transaction volume of Beijing's car market continued to grow, and some of the car companies officially lowered or launched car "gift packages" in disguised price reductions, which also drove consumers to buy cars in stores. The increase in store traffic and various discounts made a good start for the end of the car market momentum in the fourth quarter.

Increased customer flow into the store

At noon, it was originally the most leisurely time of the day for the sales staff of each 4S store. However, during the "Eleventh" period, a reporter from Beijing Business Daily saw in a FAW Toyota 4S store that a number of salespeople were explaining to consumers in the exhibition car area, and in the negotiation area next to it, there were two consumers in the last round of "haggling" before buying a car. A staff member of the store said that since the "November" Golden Week, the flow of customers in the store to see cars and buy cars in a single day is about 50. "In the past, during the 'November' period, many consumers were usually in a state of travel in the first half of the holiday, and not many people went to the store to see the car, but this year's customer flow is not low." A Mercedes-Benz 4S store salesperson said.

The increase in store traffic also drove the growth of car purchase orders. "There are so many customers who come to the store, we drink water and drain it." An AITO brand salesperson told the Beijing Business Daily reporter that there can be more than 200 orders in a single day, and it is simply too busy to come, not only many customers who arrive at the store, but also many customers who consult by phone.

In fact, car companies such as Xpeng, NIO, and Extreme Fox have intensively released new cars, which have also attracted a lot of customer flow for various brands during the "Eleventh" period. A reporter from Beijing Business Daily saw in a Xpeng Motors direct sales store that a black Xpeng G9 exhibition car was placed in the most conspicuous position, and the sales staff was introducing the highlights of the new car to potential users next to the car. "After the show car arrives in the store, many consumers enter the store to see the car, and after the price and configuration are announced, some consumers have selected the relevant configuration model online, and there is time to enter the store to agree on the price and place an order during the 'November' period." A staff member of Xpeng Motors' direct store said.

In addition, Tesla's new Model Y, which was launched on October 10 this year, has also become the focus of consumer attention. "After the new car was launched, the exhibition car did not arrive in the store immediately, but many consumers still ordered directly." A Tesla store worker said 1 units were sold on October 10 alone.

Promotions to grab sales

In addition to focusing on the promotion of new vehicles, various car companies also compete for orders during the "November" period through "price release".

Early on the morning of September 9, the staff of NIO's direct sales store forwarded the poster of "Give Golden Autumn Gifts and Enjoy National Day Car Purchase Benefits" to WeChat Moments, and called prospective customers one by one to ask if they had plans to purchase cars in the near future. "If you choose a car during the 'Eleventh' period, the optional amount of all models can be reduced by 29,5000 yuan if the amount is greater than 5000,<> yuan." A staff member of a NIO direct sales store said.

"Now the discount for the P7i model in the store can reach 1,1 yuan." A Xpeng Motors salesperson told a Beijing Business Daily reporter that if you choose to replace it in the store during the "Eleventh Day" period, you can enjoy a replacement subsidy of 4,10 yuan, and if you buy a car after October 6, the replacement subsidy policy will be adjusted.

Unlike NIO and Xpeng, which have formulated preferential policies, more car companies choose to directly choose to give cash discounts. At the end of September this year, BYD announced that if you purchase BYD frigate 9 from October 10 to 1 this year, you can enjoy a cash discount of 31,07 yuan and provide a replacement subsidy of 1 interest for 2 years and 2,0 yuan.

"This year's National Day is superimposed on the Mid-Autumn Festival, with an eight-day holiday, allowing consumers to have enough time to visit the store to see the car. Car companies are also seeing this opportunity and introducing relatively preferential policies to better attract consumers to buy cars. Cui Dongshu, secretary general of the Passenger Vehicle Market Information Joint Committee, said.

Sprint ahead of schedule to end the end of the year

Behind the "fancy" discount, car companies are making the final sprint for the annual sales report card.

According to data released by the China Automobile Dealers Association (hereinafter referred to as the "Automobile Dealers Association"), the inventory warning index of China's automobile dealers in September this year was 9.57%, up 8.2 percentage points year-on-year and 6.0 percentage points month-on-month. According to the survey of the Circulation Association, the current recovery of dealer business conditions is less than expected. The continuous involution of vehicle prices has a greater impact on the gross profit of dealers' new vehicles, and dealers generally face problems such as poor profitability of new cars, insufficient passenger flow, increased inventory pressure, and slow capital recovery.

"This year's competitive pressure is high, dealers are more through various ways to digest inventory, as the beginning of the fourth quarter, October sales are very important for dealers, so during the 'November' period 10S stores began to compete for customers." A person in charge of a joint venture brand dealer said.

"Normally, car sales in October are slightly lower than in September." Relevant people from the Circulation Association said that in October this year, in order to sprint the fourth quarter performance and complete the annual set goals, car companies are boosting sales through "fancy" promotions, and the amount of car pick-up tasks required by dealers has increased.

The battle for car companies is heating up, directly driving the car market. According to data from the China Association of Automobile Manufacturers (hereinafter referred to as "CAAM"), in the first eight months of this year, automobile production and sales reached 8.1822 million and 5.1821 million units, up 7.4% and 8% year-on-year, respectively. Regarding the trend of this year's car market, Xu Haidong, deputy chief engineer of the China Association of Automobile Manufacturers, said: "At the beginning of this year, it is expected that the annual automobile sales will achieve a positive growth of 3%, and from the current performance, it may be better than expected." ”

Under good expectations, not only car companies will give discounts, but the government will also issue "gift packages" to stimulate automobile consumption. Taking Beijing as an example, seven districts, including Tongzhou, Daxing, Pinggu and Jingkai, issued a total of more than 3000 million yuan of automobile consumption coupons, making the popularity of automobile consumption continue to rise. Driven by the discounts, the sales of car companies have also increased. Data show that the sales of automobile sales enterprises monitored by the Beijing Municipal Bureau of Commerce increased by 69.9% year-on-year.

Beijing Business Daily reporter Liu Yang Liu Xiaomeng