According to the latest report on the latest development of China's nighttime economy released a few days ago, the scale of China's nighttime economic development will exceed 30 trillion yuan in 2021, and the scale of China's nighttime economic development will increase to 36 trillion yuan in 2022. However, when it comes to playing at night, most people may only think of night markets, light shows, large-scale live performances, night cruises, etc. This reflects from the side that the current night products are still relatively monotonous, lacking innovation, and poor interaction and participation; , At present, night tour projects are mostly single-point development, and there is a lack of nighttime economic complexes that gather all elements of food, housing, transportation, travel, shopping, and entertainment.
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A vibrant night economy should be oriented towards satisfying the diverse consumption needs of tourists and local residents at night, with the prime time, industrial space and consumption content of the night economy, creating a place that gathers night sightseeing, shopping, catering, entertainment, cultural creation, film and television A comprehensive night-time cultural and tourism consumption model that integrates various consumption formats such as entertainment, performing arts, etc. So, how do we further activate the night economy and detonate the "night power"?
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Grasp the prime time of the night economy. The Ministry of Commerce’s survey report on urban residents’ consumption habits shows that 60% of China’s consumption occurs at night, and consumption in large shopping centers from 18:00 to 22:00 every day accounts for more than half of the whole day. According to the special survey data, 77% of the people participated in the night tour experience from 18:00 to 22:00. Therefore, this time period is the golden four hours of night tour, which may be responsible for the appearance and consumption power of a city. Therefore, the nighttime economy must grasp these four hours, launch diversified products and services that not only reflect the local cultural characteristics, but also meet the leisure needs of the people, improve consumption levels, and prolong consumption time.
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To create an inter-economic industry and develop the night-time economy, it is not just a one-man show in tourist attractions. It must combine the requirements of global tourism, emphasize the comprehensive construction of cities and towns, create rich night-time consumption scenes, and activate the huge space for night-time economic development.
The leading position of the night market in the "night economy" is unshakable. It is a high-frequency consumption place at night and a must-have option for tourists and citizens to go out at night. For example, the Hefang Street Night Market in Hangzhou, Zhejiang, the Confucius Temple Night Market in Nanjing, Jiangsu, and the Drum Tower Night Market in Kaifeng, Henan are all night market brands highly respected by tourists. The night market is a concentrated representative of the fireworks in a place. It represents the colorful life of "eating", "buying", "shopping" and "playing", and it is an important embodiment of the vitality of the place. Using the night market to develop the "night economy", the role of government support cannot be ignored. It supports and guides the formulation of relevant policies for the night economy, systematically plans the format, business owners and business environment, and organically combines macro guidance and market mechanisms.
To catch the hearts of tourists in scenic spots, scenic spots must work hard on the staying time. Night tours in scenic spots are naturally a powerful attraction, but the same night tours are not attractive to tourists. Therefore, night tours in scenic spots must have local characteristics, starting from local customs, humanities, etc., to create a night economy full of regional characteristics and cultural heritage, and avoid homogenization problems. For example, the well-known Huangguoshu Waterfall in Guizhou has created three major theme areas for night tours in Huangguoshu, becoming the first immersive light and shadow night tour project in China with a 5A-level natural canyon scenic spot as the carrier.
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Ancient villages and ancient towns should be the most distinctive and charming embodiment of the night economy. Whether it is a water town in the south of the Yangtze River, or an ancient ethnic town in a remote corner, these small towns around big cities can all seek breakthroughs at night. From watching the night to nightlife, from watching the ancient town at night to interacting with the ancient town at night, these all give new connotations to the night economy. Such as the Pingtan on the Wuzhen Night Cruise.
Cultural venues In order to develop the night economy, many museums, art galleries and other cultural venues in Beijing, Shanghai, Guangzhou and other places have opened night venues during holidays, and cultural venues have become a new landscape of urban nightlife. How to match the content of night activities with the culture of cultural venues, rather than simple light shows, displays and other content, is a higher level of demand for the opening of such venues at night. Now some places have opened the exploration of "Night at the Museum". For example, the Sanxingdui Museum empowers the night economy by creating a wonderful experience of immersive night tours in Sanxingdui.
Featured blocks Blocks are high-frequency consumption areas at night and potential places for online celebrities to check in. Under the background of developing "night economy", the block can give priority to the introduction of various emerging fashion formats such as shopping, catering, leisure, entertainment, fitness, tourism, etc., and hold interesting activities to form a powerful supplement to the city's night economy. Characteristic blocks can rely on their own advantages to effectively combine various business formats, and create a "night economy" consumption scene with excellent shopping scenes and atmosphere.
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The 24-hour bookstore carries the new function of urban night leisure, and may become a cultural landmark of urban nightlife, creating a check-in point for Internet celebrities. "Internet celebrity bookstores start with appearance and thrive on culture." Qi Yongfeng, a professor at the Communication University of China, pointed out, "When reading becomes a fashion in life, and when Internet celebrities change from fashion to a public space, people's pursuit of a high-quality life will also change. Changes are happening imperceptibly.” Internet celebrity bookstores can’t just be bookstores, they need to have strong content support, provide more content services and even related peripheral services, in order to be “popular” and build a shopping, leisure, entertainment and catering culture The integrated complex forms a distinctive nighttime economic agglomeration area.
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Upgrading the content of night-time economic consumption丨Cultural creativity and brand building The commonality between night tour and daytime tourism project development is that only when it is perfectly integrated with the local space and culture can it better demonstrate the cultural connotation and historical charm of the tourism destination IP. The lingering cultural taste and literary and artistic atmosphere under the light and shadow reshape people's evening life mode. It should absorb nutrients from the unique local history and culture, integrate innovation and creativity, implant cultural IP, shape the night tour brand, and create a pleasant night leisure life for the people. For example, the Wenzhou Tanghe night painting project uses art to inherit the root of Wenzhou's urban culture, the soul of Ouyue culture, and the life of Wenzhou business, creating a leisure atmosphere full of Wenzhou's regional customs and creating a new type of urban large-scale "traveling style" Night Show". Its core is to condense the soul of local culture through creative planning and design, use light and shadow to tell the story of the scenic spot, and present a "vibrant neighborhood" with diverse consumption.
Innovating business formats and making full experience Accompanied by the pace of consumers, the night tour industry has expanded to hundreds of subdivided fields such as catering, accommodation, shopping, performing arts, entertainment, culture, art, fashion, exhibitions, sports, outdoors, health care, education, etc. Extend. According to the diversified and high-quality consumption demands of consumers, the night tour industry integrates different consumption elements, scenarios and chains through the integration of all formats, creates a closed loop of night tour consumption ecosystem, and creates an immersive consumption experience for consumers.
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Taking all kinds of night tours in ancient towns in China as an example, the core is to introduce passenger flow through cultural tourism development, realize customer consumption through business integration, and realize capital realization through commercial operations. It can be seen that night tour is an important starting point for the transformation and upgrading of scenic spots. Its foothold is to extend the consumption time, stimulate peripheral consumption, secondary consumption, and related consumption, so as to realize the diversified expansion of scenic spot consumption formats, diversified profit models, and more brand images. Point support, so as to activate the urban and rural consumer economy, enrich the local cultural heritage, and enrich the life style of the community.
Holding festivals and events has always been an important means of attracting people and gathering popularity. Night festivals are a new carrier of culture and a new business card of a destination. A night themed festival can become a hot spot of the regional night economy, allowing tourists to truly Get involved and feel the joyful energy of your destination city. To burst out "night vitality", it is necessary to actively create a number of branded night festivals to contribute to the development of the night economy.
Winning with science and technology, strengthening the development of interactive night and day tourism projects, the biggest difference lies in the night tour products, especially the innovative application of modern light and shadow technology, which gives more imagination space to the creation of consumption scenes. Such as the Luminous Forest of the Guangzhou Lighting Festival, which perfectly integrates culture, art and high technology, is deeply loved by tourists.
Various technical means such as sound and light, virtual reality, 3D animation, and environmental special effects should be used to explore the development of digital creativity and interactive multimedia products, immersive experience product creation, and CG with the help of tourism core attractions, public service spaces, and extension elements of scenic spots. Diverse business systems such as digital content production, light and shadow technology night tour product production, and light and shadow technology product case, realize the innovative transformation of tourism scenes from "white" to "black", and create a tourist attraction featuring "instant interaction" and "immersive experience". Service scenarios, creating an "overall solution for high-tech cultural and tourism projects".
Finally, to promote the development of nighttime economy, we must take the physical and mental needs of tourists as the starting point and strengthen the detailed design of nighttime tour services, such as rationally planning nighttime tour routes, supporting nighttime tour safety facilities and security service personnel, and building nighttime tour safety prevention and control systems and emergency mechanisms. , Extend the operating hours of night parking lots, buses, subways and other traffic, etc., to provide tourists with an orderly, safe and convenient night tour environment.
Today, with the improvement of the nighttime industry chain, the timing and conditions for the development of the nighttime economy are maturing. It is expected that more visionary and courageous decision makers will be able to create nighttime tourism with ingenuity in the top-level design of post-epidemic economic recovery and revitalization. High-quality goods, let the night tour economy become a powerful driving force for serving the people's better life.
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