The National Day Golden Week has come to an end, and the seven-day holiday has released a lot of consumer demand in terms of catering, travel, accommodation, etc. The new retail and sharing economy promote the continuous optimization and upgrading of the consumption structure. Consumers can not only "happy fat house", but also "travel the world". No matter what kind of vacation method, new consumption, new markets and new business formats bring new holiday experiences.
Home and travel need to order takeout
23-Year-old Chen Tong (pseudonym) is a first-year graduate student at Shanghai Lixin School of Accounting and Finance. In order to prepare for the exam, she did not go out to play during the National Day this year, but chose to study in the library and choose takeout for three meals a day.
"There is no specific meal, just order when you are hungry, and ordering takeout has become a part of my life." Chen Tong told China Business News that in addition to the main meal, milk tea, dim sum and medicine will also choose takeout, which can save a lot of time. According to Ele.me data, from October 1st to 3rd, a total of 60,000 orders were delivered to libraries across the country.
In addition to the students in the library, tourists who go out to travel will also choose takeout. According to Ele.me big data, in the three days before the National Day, more than one million tourists ordered takeout in the core scenic spots across the country. In Shanghai, more than 11,780 tourists ate raw fried takeout in Xujiahui. Orders for takeout medicine in hotels increased by more than 34 times year-on-year.
In addition to Shanghai, takeaway has become standard in the country. Ele.me data shows that from October 1st to 3rd, among key cities in the country, Lanzhou, Nanchang, Chengdu, Guiyang, and Qingdao ranked among the top five in the country in terms of year-on-year growth rate of hotel takeaway orders, of which Lanzhou’s hotel takeaway orders rose by 86.7% year-on-year.
According to the data provided by the First Financial Reporter, the number of breakfast orders in the small store CBD store increased by 38% month-on-month. The sales of cooked food takeaway increased by 51% month-on-month, and the orders for fast food such as one-person small hot pot and instant noodles increased by 137% and 93% month-on-month respectively. Online orders for fast food goods accounted for more than 60%.
It is worth noting that non-dinner takeaway orders performed very well. Ele.me data shows that medical and health orders sent to Harbin hotels increased by more than 9627% year-on-year, and flower orders sent to Chengdu hotels increased by more than 1450% year-on-year.
This year’s 11th Golden Week, online consumption is showing a trend of refinement, efficiency and intelligence, and going out to travel is still the mainstream way of vacation. Overall, both consumption and tourism have a trend of returning from overseas to domestic, and first- and second-tier cities are sinking to lower-tier cities.
As of 17:08 on October 1, the daily active users (DAU) of Autonavi map exceeded 100 million. According to Flying Pig data, the 4-hour flying circle in South East Asia is still popular, but the number of people booking domestic tours has increased by 42% year-on-year, and the growth rate is faster than that of outbound tours. More first-tier city users go to third-tier and lower cities to play and consume with "flying".
With the sinking of tourists, the frequency of consumption is also increasing. Alipay data shows that with the popularity of mobile payment, the frequency of consumption in cities below the third tier has increased by more than 50%, and the frequency of consumption in counties has soared by nearly 90%. From the 1st to the 3rd, the frequency of per capita offline consumption across the country increased by nearly 50%, and the transaction amount of goods sold through smart sales such as face swiping and unmanned retail has soared by 90%.
Going out to drive the sharing economy
In addition to eating, drinking, and ordering takeout, the sharing economy, which penetrates into travel accommodation, transportation, entertainment, and other scenarios, saw significant growth in business during the Golden Week.
Airbnb’s Golden Week booking data as of September 15 shows that Chinese tourists who booked Airbnb listings during the National Day increased by 200% compared with the same period last year. More than 60% of Chinese guests who booked Airbnb were post-80s and post-90s, making them the main force in booking Airbnb listings during the Golden Week, with family and friends traveling accounting for more than 53%.
After 90, Wang Jie booked a Norwegian wooden house on Airbnb a month before the National Day. In addition to the mountain-side wooden house experience, the Xbox game console, projection and other supporting facilities in the hotel were also important reasons.
Unlike the traditional tourist attractions clocked in by their parents’ generation, millennials, represented by Wang Jie, are more attracted to quality and individuality, unique niche attractions and travel methods. They will break the "dimensional wall" for their feelings, travel to film and television or animation shooting locations, and pay for cultural experiences such as "tea farmers" in Hangzhou, "idol trainees" in Korea, and "chainsaw carving" in Oregon.
Car rental and self-driving has also become a new way for young people to travel. < unk > National Day big data shows that from October 1st to 7th, Baojun new energy car rental experience package orders increased by 60% month-on-month, and the number of buyers in Nanjing exceeded 3,000. The post-90s crowd became the main force, and Nanjing University Town leasing was hot. In the seven days of Golden Week, the number of two-day experience packages increased by 120% month-on-month.
In order to avoid the travel congestion of the holiday, the transportation represented by shared bicycles has also become a new choice for travel. Hello "Eleven Golden Week Travel Forecast Report" shows that the average daily riding volume of the National Eleven Golden Week two-wheel travel is expected to increase by more than 20% compared with weekdays, and the total riding distance may exceed 300 million kilometers.
During the 11th Golden Week, there was a boom in demand for shared cycling in small and medium-sized cities such as Jiaxing, Hainan Sanya, Zhejiang Zhoushan, Jiangxi Gao’an, Luoyang, Henan, and Kaifeng, Henan. In addition, ride-hailing has also become a mainstream choice for holiday return transportation. Nationwide, the Golden Week cross-city order growth is expected to reach 268%.
"People are more and more willing to pay in the field of leisure, entertainment and cultural consumption, and more and more willing to spend money on service consumption that can meet the spiritual consumption needs, and this is also an excellent manifestation of the pace of people’s consumption upgrading." Fu Yifu, assistant director and senior researcher of the Consumer Finance Research Center of the Suning Institute of Finance, said.
