Going out at night, going home after work, saying “no”!
Editor’s note: This article is from the WeChat public account “Easy Analysis” (ID: yiguanguoji), the author Yan Chengping.
The night economy (also called the moonlight economy) is essentially an extension of the modern service industry in time and space. Its development level is gradually becoming an important indicator to measure the vitality of the city and the quality of life of the residents, and is a new growth point for stimulating the urban economy.
At present, China’s nighttime economy is in a period of hot development. Local governments have seized the opportunity to successively introduce relevant support policies, improve basic support and service management, and encourage innovation, pluralism, and integration of new forms of nighttime economy, thereby stimulating consumer demand. ,promote economic growth.
At the beginning of the Hua Deng, the Wanjia Lights are just the best time for leisure. The bustling streets, the crowds, the shiny mobile phone screens, the uninterrupted party invitations… With the nightfall, the rational and fast-paced rational city gradually presents a colorful face, and the fiery nighttime activities begin to depict its own story.
According to the data of Yiguan Qianfan, the total size of the travel population from June to August 2019 has stabilized, with an active population of 720 million people, of which about 200 million people traveled at night, accounting for nearly 30% of the total population. . In June, due to the Dragon Boat Festival holiday, the number of people traveling at night increased slightly. Afterwards, it experienced a slight decline in July, and gradually increased in August, up 9.4% from the previous month.
Night “Golden 4 Hours”, the machine is not lost
Compared to daytimeAt night, there is not much time left for people to spend their money. 1
9-23 points are called “golden 4 hours” at night, when the demand for crowd travel is the strongest, accounting for 3.7% and above, which is equivalent to 7-9 points in the morning; and 20-22 people are active. The proportion of the volume remained relatively steady, and entered the slow pace of “slow and slow”; the demand for travel at 23-06 points dropped significantly, and gradually entered the nighttime rest period. The later the user travels, the higher the stickiness, and the people who are not willing to rest at night, have a heart that they will not give up, eager to extend the “wake up time” as much as possible.
“She” prefers to travel at night, 90,00 young groups become the main force of nightlife
The proportion of female users traveling at night has surpassed that of males by 2%. The side-responsible urban management has been continuously upgraded, and women have more “security”, and the worries of night travel have been alleviated. At the same time, with the enthusiasm of women’s consumption and the continuous consolidation of leading decision-making power, “her economy” plays an important role in the night economy.
The nighttime crowds are younger, and they are more active at night after 90s and 00. They are energetic and more enjoyable in time. They have quietly become the main force of night consumption. Nowadays, young people are constantly surrounded by 885, 996, and 007. They have long working/learning time and high pressure on life. Therefore, “black and white reversal” is the norm. Even if there are intensive schedules during the day, there is still a huge demand for night activities, especially leisure and entertainment. .
The demand for night travel in the sinking market has not been fully released, and the future growth potential is huge
The first- and second-tier cities occupy a leading position with 23.0% and 22.0% of night-time travellers respectively; the sinking market (ie non-county-level cities and others) is approaching by 21.8%, but limited by economic ability. The commercial ecology, infrastructure services and public security levels, and night travel demand have not yet been fully released, which is the main growth point in the future.
