The National Day Golden Week has always been an important window to observe China's economy. On the 6th, the consumption data of the 2022 "National Day" Golden Week released by Meituan showed that local consumption accounted for 77.4%, becoming the "main engine" that stimulated the new momentum of holiday economy .
Meituan data shows that the average daily consumption of local business formats during the long holiday increased by 34% compared with the May Day holiday and 52% year-on-year compared with the 2019 Golden Week. "Improvised vacation" has spawned new trends, and new demands such as camping, parent-child travel, and rural travel have led to new local supply, and online and offline integration has continued to double the number of orders.
The "fireworks" that are getting stronger and stronger in cities reflects the strong resilience and vitality of China's economy.
Local consumption accounts for nearly 80%, and high-quality supply continues to have "necessary demand"
This year's "National Day" Golden Week, local consumption formats ushered in a strong recovery.
During the National Day holiday, long queues of restaurants in many places have reappeared, and the constantly refreshed call prompts have become a microcosm of the hot catering consumption.
Meituan data shows that the number of in-store catering orders increased by 47% five days before the holiday. Local high-quality supply has helped to continue to heat up catering consumption, and the number of orders on Dianping's must-eat list has increased by 119%.
Local tours and surrounding tours are the mainstream travel during the National Day holiday. During the long holiday, local consumption accounted for 77.4%, and the number of consumers choosing city leisure and entertainment and surrounding in-depth tours increased. Most consumers make plans three days before travel, and the characteristics of "temporary decision-making" are significant. Meituan data shows that the number of travel orders generated within three days in advance is about 5 times higher than the number of orders placed three days ago.
▲Meituan data shows that local consumption accounts for nearly 80% of the National Day holiday
Dianping data shows that "a good place to travel around" has become a popular search term, and the search volume of rural games has increased by 186% month-on-month. Nanjing, Beijing, Shanghai, Changsha, Chongqing, Guangzhou, Xi'an, Chengdu, Hangzhou and Zhengzhou have become the top ten popular cities in tourism consumption.
High-end hotels and specialty B&B has become a new destination for vacation. During the National Day holiday, the average daily order volume of high-end hotels on Meituan has nearly doubled, and many users have chosen a hotel package that includes an integrated experience of food, drink, and entertainment. Specialty rooms such as parent-child rooms, hot spring rooms, audio and video rooms, and sea view rooms are popular. It is difficult to find a specialty room for specialty homestays such as Beijing Siheyuan , Shanghai Old House , and Guangzhou Archways.
Parent-child travel continues to heat up, and walking children has become a "necessary need" for parent-child families. Dianping data shows that the search volume of "a good place to walk your kids" has increased by 850% compared with the May Day holiday. The three major parent-child entertainment methods that attract parents born in the 1985 and 1990 are farm picking experiences, outdoor camping activities, and a new parent-child comprehensive paradise.
Under the advocacy of celebrating the festival locally, "shopping in shopping malls" has become a new way to local "one-day tour". Urban commercial complexes have introduced new consumption formats and models, creating trendy business formats such as limited markets, immersive experiences, special exhibitions, parent-child indoor play, and enriching consumption supply. Different consumer groups can achieve one-stop demand for "shopping, eating, and buying".
Meituan data shows that Wuhan Optics Valley Business District, Nanjing Xinjiekou Business District, Guangzhou Chimelong Business District, Shenzhen Longhua Business District, Beijing Wangjing Business District, etc. are the five most popular consumer business districts in the country and have become an important part of leading local consumption during the holidays.
niche gameplay continues to break the circle. Local supply is "new" and strong.
This year's National Day holiday presents a short-distance and multiple travel improvisational vacation mode. New gameplay and treasure places in the city and surrounding areas have become one of the growth points to activate the local economy. Local supply is "new" and strong.
During the National Day holiday, camping is still one of the hottest new ways to play during the holidays. Meituan data shows that the number of camping orders has increased by 410% compared with the May Day holiday. Camping + RV , camping + pastoral, camping + outdoor concerts and other new "camping +" business formats have made the camping experience more innovative and attractive.
The "Spring and Autumn Dream City Camping" camp in Tongzhou District, Beijing, specially launched special parent-child activities such as the Forest River Adventures and the Dry Land Curling Challenge to attract parent-child families to come and experience camping. In addition, many niche outdoor sports such as hiking, cycling, mountaineering, Frisbee , etc. are sought after by consumers.
The holiday of not-far, local niche gameplay has become a new choice for young people to avoid crowds and explore the local area in depth.
along the central axis of Gulou Street, unlocking a new experience of riding in the city; at the aerial camp of North Bund , overlooking the night view of the Pujiang River; from Lizhi Bay to Yongqingfang, listen to a song of Cantonese opera on the water stage; facing the afterglow of the sunset, experience paddleboard yoga and sailing; in the sunny sky in the south a thrilling indoor skiing... A previous user survey by Meituan showed that 90% of users like "niche and few people" because "these treasures are more exploratory and fun."
niche gameplay continues to "break the circle", and immersive entertainment is in high popularity. Driven by online talk show programs, the offline talk show performance market is extremely hot. Meituan data shows that the number of talk show-related orders has increased by 505% compared with the May Day holiday. Bookings of immersive entertainment projects such as
secret rooms and script killing are very popular, and have become a new way for young people to explore the local area. Traditional attractions are integrated with immersive experiences to provide high-quality cultural and tourism supply and drive holiday consumption. The number of ticket orders for immersive performances on Meituan platform increased by 256% compared with the May Day holiday.
▲ During the National Day holiday, new business formats and new ways of playing are sought after, and the number of orders for camping and immersive performances ushered in a significant increase in
Night economy has become the "hot engine" of holiday consumption. During the National Day holiday, night consumption activities such as night tours, night shopping, night food, and night entertainment continue to be hot, lighting up new night consumption formats.
Meituan data shows that during the National Day holiday, the national night consumption scale accounted for 46.7%, an increase of 1.7 percentage points from the same period last year. Beijing, Shanghai, Guangzhou, Chengdu and Shenzhen are the most popular cities for "night fun". Taking Shanghai as an example, based on traditional night food, night shopping and night tours, innovative night supply such as Livehouse, art galleries, museums, art performances have been launched to enrich consumers' night cultural experience and drive night shopping, catering and other consumption.
Local supply accumulates new momentum for retail, and consumption potential continues to release
"National Day" Golden Week. On the premise of doing a good job in epidemic prevention and control, scenic spots, parks, restaurants and shopping malls are crowded, and local supply accumulates new momentum for the upgrading of the retail industry. The city's ever-burning fireworks are surging with the resilience and vitality of China's economy, and the consumption potential of residents has been further released.
, director of the China Tourism Economy and Policy Research Center of Beijing United University, said that on the basis of traditional cultural tourism, the consumption potential released by local tourism and surrounding tourism can be effectively matched with the rich and high-quality local supply through the connection of local platforms, and stimulate local consumption, thereby revitalizing the holiday economy.
Meituan data shows that during the National Day holiday, the average daily consumption of local business formats increased by 34% compared with this year's May Day Labor Day, and 52% compared with the same period in 2019. Improvised vacations characterized by temporary decision-making, local exploration and niche gameplay have maximized the vitality of local consumption and promoted the recovery of the local economy.
In addition, with the deep integration of leisure and vacation and local living needs, the promotion effect of local high-quality supply on the holiday economy has become more significant.
On the one hand, new personalized gameplay and new business formats such as offline immersive entertainment, camping, and cycling have become new growth points for the holiday economy, and continue to stimulate new momentum for the local economy; on the other hand, more and more traditional attractions, ancient villages and towns are trying to integrate new gameplay and new experiences, so as to improve quality and upgrade and rejuvenate new vitality.
"The 'National Day' Golden Week is a weather vane for the holiday economy and an important force to drive domestic demand. During the peak season of consumption in September and October, Meituan will continue to explore high-quality local supply and help local consumption accelerate." A relevant person in charge of Meituan said.
It is reported that as one of the important platforms to connect online and offline retail scenarios and help integrate digital and real, Meituan connects consumers and merchants through a series of activities such as discount promotions. Relying on real evaluations, local travel service products such as "Meituan Fun Play List" and "M Chao" have been formed. While meeting people's personalized, diversified and quality consumption needs, it helps ignite the holiday economy and releases consumption potential. (Guo Shuangshuang)
