Economic observation： Only when the economic prosperity benefits the people at night can it last forever
After the hustle and bustle of the day, when the night falls and the lights are on, people who like nightlife have a happy time.
There was a nightlife in ancient China. "Thousands of trees are blooming in the easterly night, and the stars are raining, and BMW cars are carving incense all over the road. The phoenix flute is moving, the jade pot is turning, and the fish and dragon dance all night. " In the Southern Song Dynasty, Xin Qiji’s first poem "Jade Case Yuan Xi" was inscribed, which vividly described the bright lights and crowds on the night of the last Yuan Festival.
Today, after urbanization has gathered a large number of people, the fast pace and high pressure of modern life have given birth to people’s need to relax and release themselves. Rich information, increased income and improved living conditions also make it more convenient to go out for consumption activities at night. Night economy is becoming a consumption force that cannot be ignored.
Night economy improves consumption convenience and enriches people’s lives.
Night economy is an important part of urban economy. The city at night has a unique charm, attracting people to wander among them.
Night economy mainly includes catering, shopping, entertainment, leisure, health care, education, film and television, tourism, sports, etc. When it comes to nightlife, tasting delicious food is definitely the first choice. In Guangzhou, which is famous for its delicious food, the famous night market food garden has the most famous time-honored restaurants and various garden-style restaurants in Guangzhou, and also collects old Guangzhou snacks, such as Shahefen, Seto Powder and Cantonese dim sum. Chengdu, which is famous for its leisure, and Kuanzhai Lane’s night market have both areas for displaying ancient art and culture, as well as local delicacies and snacks in Chengdu, such as Ye Erao and the Three Cannons. In the capital Beijing, going to Guijie to taste delicious food and going to Sanlitun to experience bar culture is a necessary "punch-in" trip for many people.
In addition to food, culture and entertainment are also essential. Movies, dramas, cross talks, concerts, art exhibitions, etc. satisfy people’s spiritual life, while various shopping centers, comprehensive shopping malls and other commercial places integrate eating, drinking, playing and entertainment, making people who are keen on shopping linger. Zou Tongqian, a professor at beijing international studies university China Institute of Culture and Tourism Industry, said that museums, exhibition halls, art galleries, concert halls, movie halls and gymnasiums are the most active places for night consumption, and there are more and more night consumption items.
The consumption increment brought by the night economy is also very objective. The consumption data released by Beijing Municipal Bureau of Commerce during this year’s "May 1" holiday shows that the major business districts are full of popularity, night consumption continues to heat up, catering consumption is hot, and smart and energy-saving home appliances are popular. The 60 retail and catering enterprises monitored by the commerce department realized a cumulative sales of 3.22 billion yuan, up 6.5% year-on-year. The characteristics of Beijing’s nighttime economy are prominent, and the endogenous power of consumption is active: the data shows that Wangfujing, Sanlitun and Qingnian Road lead the way in nighttime consumption from 18: 00 to 6: 00 the next day, and the catering consumption has increased by 51.3% year-on-year. The latest "Night Economy" report released by Alibaba on July 24 shows that night consumption, including catering and shopping, has gradually accounted for half of the daytime.
Government measures help to "give a green light" to the night economy
The healthy development of urban night economy can stimulate urban economic development and enrich citizens’ night life, and now it has become an important starting point for expanding consumption and promoting people’s livelihood in many parts of the country. In order to promote the development of night economy and serve the people, many governments have introduced relevant policies and measures to help the night economy according to their own conditions.
In the 2019 Beijing Municipal Government Work Report, it is proposed that Beijing will stimulate a new round of consumption upgrading potential this year. To this end, Beijing will implement a plan to promote consumption and introduce a series of "1+X" policies to further expand commodity consumption and service consumption. Among them, the policy of prospering the night economy and promoting consumption was introduced to encourage key blocks, shopping malls, supermarkets and convenience stores to extend their business hours appropriately.
"By 2022, more than half of convenience stores in Beijing will be open 24 hours a day; Each district must have at least one night economic business circle. " In an interview with the media, Yan Ligang, director of the Beijing Municipal Bureau of Commerce, revealed that Beijing will introduce a policy of prospering the night economy to promote consumption, encourage key neighborhoods, shopping malls, supermarkets and convenience stores to extend their business hours appropriately, and stimulate a new round of consumption upgrading potential.
In order to optimize the guarantee measures of public transport service at night, Beijing Metro Company officially implemented the delayed operation scheme on July 19th. The plan includes that every Friday working day and Saturday rest day, Beijing Metro Lines 1 and 2 will extend the departure time of the last bus to after 0: 00 am the next day.
The Guangzhou Municipal Bureau of Commerce recently released the Map of Night Consumption in Guangzhou, and 15 consumption gathering areas such as Beijing Road Pedestrian Street and Tianhe Road Business Circle were listed as "Night Guangzhou" consumption landmarks. According to the commercial department, Guangzhou will further enrich and meet the people’s demand for night consumption by building a gathering area for night consumption, and build Guangdong-Hong Kong-Macao Greater Bay Area into a "city that never sleeps". According to the relevant person in charge of the Guangzhou Municipal Bureau of Commerce, the next step will continue to promote agglomeration development, focusing on building many night consumption gathering areas and improving supporting facilities and public services; Create a comprehensive experiential shopping paradise for night consumption and vigorously develop experience economy, fashion economy and cross-border economy; Promote the integration and development of business travel style, and create landmark festivals and their night activities; And take the opportunity of 5G construction to promote the development of "night consumption in internet plus" and build a modern network provider.
In May this year, Suzhou Museum in Jiangsu Province held the "Wonderful Night of the Museum" opening activity, and the visiting time was extended to 9 pm. Visitors can not only feel the emotional appeal of Suzhou in the dark, appreciate the museum collections, but also participate in various cultural activities.
Cultivating night economy is a systematic project, which requires both the active guidance of government departments and the extensive participation of all sectors of society. This is also the significance of setting up "night warden" and "nightlife CEO" in some cities.
Developing night economy needs to fully understand consumer demand.
Developing night economy is not only an important way to expand new consumption areas, but also an inevitable choice to meet people’s needs for a better life. However, we should also see that the night economy brings vitality, charm and new economic growth points to the city, but it also puts forward higher requirements for the level of urban governance.
The development of night economy is not simply to change the business activities during the day to the night, but to take into account the living habits of local people, and the night consumption time in residential areas and surrounding areas needs to be reasonably controlled, so as not to disturb the people and affect the rest of residents. At the same time, night consumption must have the awareness of safety first.
Xu Guangjian, a professor at the School of Public Administration of Renmin University of China, said in an interview with the media, "Today is an era of great wealth of commodities. Consumers are faced with many choices and their consumption demands are constantly escalating. Talking about the past ‘ Night economy ’ I think of low-grade and cheap, but now people are pursuing quality and enjoyment. "
The data shows that in the first half of the year, service consumption accounted for 49.4% of the final consumption expenditure of all residents, an increase of 0.6 percentage points over the same period of last year. With the improvement of income and supply quality, Chinese residents’ consumption is changing from physical consumption to service consumption.
"With the Internet, people can spend money with their fingers at home. Why do people want to go to physical stores? Because the store can enjoy the experience and service, this is precisely the shortcoming of online shopping, and it should also be the future development ‘ Night economy ’ The focus. " Guang Xu said.
In fact, experiential consumption at night has become a rigid demand of people. During the Spring Festival of 2019, night experience projects such as Xi ‘an "Datang City that Never Sleeps" and Chongqing Liangjiang Night Tour were hot; This year’s Lantern Festival, the Forbidden City opened the "Night of the Forbidden City" for the first time, and as soon as tickets were sold, it was "second light" … …
Whether the "menu" of night consumption can be richer and give people more choices; Whether public transportation can keep up with it and provide convenience for consumers and staff who delay work; How to manage the noise and lampblack problems of night dining and avoid disturbing the residents who have a normal rest … … It can be said that how to make the night economy better light up the night sky of the city is not only an economic proposition, but also a governance test. (Zhuang Hongtao)