During the seven-day National Day holiday, a dazzling report card was handed in, and many data such as retail catering, number of domestic tourists, tourism income, and movie box office were very impressive.
The booming consumer market will help boost China's economic recovery.
According to the Ministry of Culture and Tourism, based on the data of cultural and tourism departments, communication operators, and online travel service providers in various regions, the data center of the Ministry of Culture and Tourism estimates that from October 1st to 7th, there were 515 million domestic tourist trips nationwide. According to the comparable caliber, it decreased by 1.5% year-on-year and recovered to 70.1% of the same period before the epidemic.
Realized domestic tourism revenue of 389.061 billion yuan, a year-on-year decrease of 4.7% and recovered to 59.9% of the same period before the epidemic.
Wang Bin, deputy director of the Department of Consumption Promotion of the Ministry of Commerce, introduced that compared with previous years, consumption during the National Day holiday this year has highlighted four major trends, namely, local consumption, peripheral consumption, and home consumption have become new hotspots; green consumption, smart consumption, and health consumption are more popular; Demand for individualization and quality has increased, and mid-to-high-end consumer enthusiasm continues; online and offline integration is accelerated, and experiential and scene-based consumer demand will continue to increase.
"Consumption will continue to recover steadily in October and even the entire fourth quarter. It is estimated that the total social zero for the whole year is expected to reach 44 trillion yuan, an increase of about 12.5% over 2020 and an increase of about 8% over 2019." Wang Bin said.
Wu Chaoming, chief economist of Caixin Securities, told CBN that domestic consumption as a whole is in the process of recovery, and consumer transactions continue to grow, but the impact of the epidemic still exists.
Looking ahead, with the improvement of the precision of epidemic prevention and control and the arrival of the peak consumption season, consumption is expected to maintain a sustained recovery trend.
"Buy, buy, buy" during National Day holiday
Holiday consumption is an important window to observe the vitality of China's economy.
Despite the impact of the new crown epidemic, during this year's "Eleventh" Golden Week, the Chinese market still maintained a vigorous consumption vitality, with tourism and vacation, online and offline consumption, and shopping in duty-free zones continuing to rise.
According to a report released by Meituan, based on the consumption data of Meituan’s various businesses (catering, accommodation, tourism, entertainment, travel, etc.), the overall consumption during this year’s National Day has increased by 29.5% compared to last year’s National Day. Compared with the National Day in 2019, it was up 51.6% year-on-year.
Film consumption is becoming a new hot spot for long holiday consumption.
According to data from the professional version of Maoyan, as of 15:00 on October 7, the total box office (including pre-sales) of new films on National Day files in 2021 exceeded 4.467 billion yuan.
The real-time market for the schedule exceeded 4.19 billion yuan, which surpassed the 3.96 billion yuan obtained in the same period last year, and is expected to break the 4.46 billion yuan box office record created by the National Day file in 2019.
During the National Day holiday, shopping experts moved to the domestic outlet shopping village to "buy, buy, buy".
According to feedback from many stores, sales during the National Day holiday have more than doubled than usual.
The booming business of domestic outlets is not surprising.
Before the epidemic, Chinese consumers consumed more than 70% of global luxury goods. Now, because of the epidemic, people who like to shop naturally cannot leave the country, but consumer demand exists.
So these consumptions are diverted to two channels that can be thought of at present: one is the outlets, and the other is the tax-free channel.
During the National Day holiday this year, duty-free shopping on Hainan’s outlying islands continued to be popular.
According to China’s Haikou Customs, on October 1, Haikou Customs supervised 171 million yuan of duty-free shopping on Hainan’s outlying islands, a year-on-year increase of 122%.
With the broadening of import channels and the more complete tax-free shopping policy, Chinese consumers can buy global goods without going abroad, and the Chinese market is helping companies grow their business performance under the epidemic.
According to media reports, according to Haikou Customs statistics, from October 1st to 6th, Haikou Customs supervised a total of 1.27 billion yuan in duty-free shopping on outlying islands, with 1.75 million shopping items and 152,000 shoppers, an increase of 82%, 154%, and 152,000. 66.7%.
The purchase amount on October 6 was 274 million yuan, the highest day in 6 days, and it also hit a record single-day sales high.
At the same time, Suning Tesco's big consumer data shows that gold jewelry has become a new trend of consumption during this year's National Day. Chow Tai Fook, Luk Fook Jewellery, Lao Fengxiang, and Chow Tai Sang have secured the top four brands in sales.
Not only online, in fact, in offline physical stores, National Day has always been the peak season for domestic gold jewelry consumption, because this holiday is the peak season for weddings, and according to our traditional customs, gold jewelry is an indispensable part of marriage .
According to statistics from De beers, in 2020, the revenue of gold jewellery in the wedding market will account for 46% of the industry's total revenue, ranking first, followed by investment demand at 32%.
As a safe-haven investment product, gold is very popular among Chinese people, especially pure gold products with better value preservation.
The reporter visited the offline stores of some chain brands during the holiday this year and learned that at present, the price of gold is relatively stable and slightly lower than the price in the first half of the year. In addition, the various brand joint shopping malls launched discounts and other preferential activities during this period. Many people came to inquire about the purchase, and the sales at the major counters have naturally increased.
Zhao Ping, vice president of the China Council for the Promotion of International Trade Research Institute, said that at present, the pace of upgrading my country's consumption structure is accelerating.
On the one hand, commodity consumption is upgrading from low-end to high-end; on the other hand, commodity consumption is also upgrading to service consumption.
Tourism explosion
Tourism products have become an important part of domestic consumption during the Golden Week.
During the National Day holiday this year, many scenic spots ushered in peak passenger flow.
According to reports released by Ctrip, Tongcheng, LvMama, Tuniu, Qunar, Flying Pig and Spring and Autumn Travel on October 7, compared with the same period of the National Day holiday in 2020, domestic hotel bookings have increased by nearly 20%. The number of homestay bookings increased by 20%.
Shanghai, Hangzhou, Suzhou, Guangzhou, Beijing, Wuxi, Chengdu, Xi'an, Chongqing and Nanjing are among the top 10 popular tourist sources in the country during the National Day holiday.
Different from previous years, this year's National Day holiday, "light travel" is at the right time, air tickets and hotel booking time is later, decision-making time is short, staying only for 1 to 2 nights has become the mainstream.
Big data on the same journey shows that during this holiday, the leisure crowd returned home from the superimposed holiday, and male travelers accounted for 54% of the traveling crowd, slightly higher than women.
Post-80s and post-90s are still the main sources of travel consumption during the holiday, accounting for 34% and 37% of the consumer population respectively. The post-00s travel population has grown rapidly, with a year-on-year increase of 48%, and accounted for 15% of the travel population during the National Day holiday. %.
In terms of travel consumption habits, post-00s like theme parks, animal and botanical gardens and folklore experiences.
It is the first choice for young tourists born after 00 due to the challenging travel method with good experience.
The key words for the travel of the post-90s generation are hotels, museums and ancient villages and towns.
Self-driving travel is the preferred mode of travel for generations born in the 1980s.
On the Ctrip platform, the search volume of the keyword "Shanghai Tour" increased by 44% year-on-year.
The post-80s and post-90s are the main force in peripheral tourism, and nearly half of the traveling crowd are post-90s.
Zou Qingling, CEO of Lvmama Travel, said that from the perspective of overall National Day travel, while paying attention to safety and cultural travel, the surrounding travel time has become longer and the space has become wider, pursuing a slow pace, in-depth experience, and quality enjoyment.
However, some domestic travel time has become shorter, and the pursuit of walking is going, staggered travel, and itineraries are more free and more frequent.
At the same time, the two major IPs of Disney and Universal Studios played a spillover effect during this holiday, and a large number of theme parks were stimulated, which led to the tourism boom in Beijing and Shanghai, and even had a positive impact on theme parks across the country.
According to the data from Qunar, the total number of tickets issued by the Top 50 theme parks in China during the holiday has increased by nearly 20% compared with the same period in 2020.
The popularity of hotel bookings in Beijing has increased by 57% over the same period in 2020. The average price of a hotel in Beijing per night is 598 yuan, which is about 100 yuan more expensive than in the same period in 2020.
At the same time, red tourism is hot, and homestays are popular.
Zhou Weihong, deputy general manager of Spring and Autumn Tourism, said that during this holiday, people’s enthusiasm for red tourism is still high. Different from the usual red tourism organized by units, during this year’s National Day, more family outings, young parents take their children to visit the red The number of people in scenic spots has generally increased.
Local and surrounding tours accounted for nearly 60% of the orders for Fliggy’s National Day trips.
At the same time, nearly 70% of the tourists are born in the 90s, and the volume of red tourism orders after the 00s has increased by more than 80% year-on-year.
Changsha, Xiangtan, Nanchang, Zunyi, Yan'an, Jiaxing and Jinggangshan have become popular destinations for red tourism.
Among the top ten tourist destination cities released by Ctrip (Beijing, Shanghai, Chengdu, Guangzhou, Chongqing, Hangzhou, Shenzhen, Xi’an, Wuhan, Nanjing), except for Xi’an, the remaining cities are among the top ten in my country’s economic aggregate city.
As a thousand-year-old ancient capital and a leading city in the northwestern region, Xi'an is not only rich in tourism resources, but also has the eighth population in the country.
On the whole, in recent years, while the population has gathered in large cities and metropolitan areas, tourism in large cities has become more and more popular.
Peng Peng, executive chairman of the Guangdong Institutional Reform Research Association, analyzed the China Business News that nowadays, many people choose to travel to a city to experience the local food, culture, and living habits.
Big cities not only have many food, various places to eat, drink and play, but also various infrastructures and services are very good. Traveling is very worry-free and attractive.
At the same time, in recent years, with the development of urban agglomerations and metropolitan areas, especially the construction of high-speed rail and inter-city railways, tourism in urban agglomerations is hot. Big cities are important transportation hubs and tourist distribution centers. Many people will come to the big cities. Turn around in surrounding cities.
Author: Zhu Yanran ▪ Le Yan ▪ Liu Xiaoying ▪ Lin Xiaozhao (Reporter Ge Yiting of CBN also contributed to this article)