With the call for the Chinese New Year in situ, this year's domestic New Year atmosphere has undergone a lot of changes. In the past, citizens who traveled and returned to their hometowns and migrant workers who chose to celebrate the festival on the spot have become one of the mainstays of the Spring Festival tourism market. With consumer vouchers and free admission for some scenic spots, the people's enthusiasm for travel and consumption remains unchanged in previous years.
According to various reports, there are obvious trends in Chinese New Year in hotels, travel around the city, skiing, and cloud tourism. In addition, shopping, watching movies and other consumption has also become a key item of the Spring Festival, and commercial attractions such as Wangfujing in Beijing are crowded with people. The epidemic has also given birth to a variety of new consumer trends, and the people's cultural and entertainment life is rich and colorful, adding a touch of color to urban life.
New Year's Eve and Fire Around Tour
The Spring Festival in 2021 is unique. For those who stay in the same place, having a good year is not only a comfort for themselves for a year of hard work, but also peace of mind for their families far away from home. Many provinces and cities have introduced various measures to benefit the people in order to allow the citizens to have a good year, attracting everyone to go out of their homes and enjoy the Spring Festival.
According to data released by the Beijing Municipal Bureau of Culture and Tourism, during the Spring Festival (February 11-17), Beijing organized a total of 1,325 online public cultural activities, and 41.708 million people participated online. Among them, during the holidays, the number of activities increased 1.8 times compared with the same period in 2019 (469 items), and the number of participants increased by 7.3 times compared with the same period in 2019 (approximately 5 million people).
It is worth noting that under the call of the local Chinese New Year, the path of citizens' travel has changed, and short-distance tours and tours around the province have become popular routes. According to AutoNavi’s data, from February 12 to February 15, although the number of trips increased by 162% year-on-year, the per capita navigation mileage decreased by 30% year-on-year, indicating that more people chose short-distance travel. The data released by the Ministry of Commerce on the 17th also showed that there has been a significant increase in passenger traffic in local parks, scenic spots, museums, cinemas, ski resorts and other leisure and entertainment venues such as local tours, surrounding tours, and short-distance self-driving tours during the Chinese New Year. B&B and other bookings are hot.
According to data released by the Beijing Municipal Bureau of Culture and Tourism, citizens' travel market in Beijing has achieved overall growth compared with the same period in 2019, that is, the number of tourists received increased by 5.4% compared with the same period in 2019; tourism revenue increased by 25.5% compared with the same period in 2019; per capita expenditure compared with 2019 An increase of 19.0% over the same period. The Henan Provincial Department of Culture and Tourism also released relevant data. Under the initiative of the local Chinese New Year, Henan Province received 34,006,800 tourists during the seven days of the Spring Festival, an increase of 5.87% over the 2019 Spring Festival, and tourism revenue was 14.759 billion yuan. 81.86% of the Spring Festival in 2019. The Guangdong Provincial Department of Culture and Tourism announced on the 17th that during the 2021 Spring Festival holiday, Guangdong received 39.643 million tourists, of which tourists from the province (including tourists from the city) accounted for 93.3%.
On the other hand, Chinese New Year in hotels has become a new trend. According to data provided by Qunar.com, one week before the Spring Festival, hotels in Miyun, Gubei Water Town in Beijing, Chongming Island in Shanghai, and hotels near Disney had no rooms on New Year's Eve. Among the ten cities with the highest number of domestic hotel family room reservations, there are Beijing, Shanghai and Guangzhou, as well as new first-tier cities such as Chengdu, Hangzhou, and Xi'an. More than half of the staying tourists are "drifters." It is worth mentioning that Huizhou has also become a popular city for hotel bookings due to its proximity to Guangzhou and Shenzhen. The 10 hotels with the highest booking volume in Huizhou Gaoxing Hotels are all hot spring hotels and leisure resort hotels.
In traditional tourism projects, the ranking of popular tourist cities has also changed. Fliggy data shows that the most popular tourist cities during the Spring Festival this year are no longer Sanya, Kunming, Lijiang, Guilin, and Xishuangbanna, but have become cities such as Hangzhou, Shanghai and Shenzhen. During the Spring Festival, the number of local tour bookings on the Fliggy platform increased by more than 660% year-on-year. Playing hotels, visiting scenic spots and "cloud tourism" directly drove the unit price of e-sports hotels, pet homestays, and private party villas by 30%-100%. Increase.
The entertainment consumer market is hot
Different from the past, due to the needs of epidemic prevention and control, catering, shopping, entertainment and other consumer items are not to be outdone and become an important part of the public's leisure and entertainment during the Spring Festival under the call for the New Year on the spot and non-essential non-exit.
According to data released by the Ministry of Commerce on the 17th, from New Year’s Eve to the sixth day of the first month (February 11-17), the nation’s key retail and catering companies achieved sales of approximately 821 billion yuan, an increase of 28.7% over last year’s Spring Festival Golden Week and compared to 2019. During the Spring Festival Golden Week, the growth rate was 4.9%. Online shopping for New Year's goods, "Cloud Festival", digital red envelopes and other consumption methods have become a new trend for the Spring Festival this year. It is worth noting that duty-free goods have also become a hot spot during the Spring Festival. According to statistics provided by the Hainan Provincial Department of Commerce on February 17th, from February 11th to 17th, the seven-day sales of duty-free shops in Hainan outlying islands exceeded 1.5 billion yuan. Compared with the 2019 Spring Festival holiday before the outbreak of the new crown pneumonia, it doubled, of which tax-free sales were about 1.4 billion yuan, and the number of shoppers received exceeded 200,000. Some passengers pick up the goods by "post-delivery". From February 11th to 16th, China Post mailed a total of 1,046 duty-free items from outlying islands.
During the Spring Festival this year, the movie market became a dark horse. According to the "2021 Chinese New Year Market Data Insights Report" from the Lighthouse Research Institute under Ali Pictures, the 2021 Chinese New Year file ended with a box office score of 7.822 billion yuan, a 32.5% increase from 2019, setting a new record, and the top two box office movies " "Detective Chinatown 3" "Hello, Li Huanying" won 80% of the box office. According to the real-time data of Maoyan Professional Edition, as of 24:00 on February 17, the total box office of the Spring Festival in 2021 was 7.845 billion, and the total number of movie viewers was nearly 160 million, setting a new record for the total box office and attendance of the Spring Festival of Chinese film history.
In addition to watching movies in the cinema, online viewing is also very popular. Alibaba’s "2021 Spring Festival Report" shows that from January 28 to the fourth day of the first month, more than 1.3 billion people flocked to Youku to watch movies. The average daily viewing time is close to 1.5 hours. The TV series that young people want to watch most are " Country Love 13". Citizen Ms. Wang said that movie tickets during the Spring Festival are not easy to buy, and many shows have been sold out. Therefore, I watched a few classic movies at home with my friends, which was also very good.
In addition, the "2021 Chinese New Year Report" shows that "no closure during the Chinese New Year" has become a collective choice for major platforms and businesses, and citizens and alternative places and consumption items are more abundant than in previous years. At the same time, in-situ Chinese New Year's Eve dinner consumption ecology has quietly changed. The "2021 Chinese New Year Report" pointed out that epidemic prevention will drive the New Year's Eve dinner "from the lobby to the online"; group dinners promote the "South-North taste reconciliation", and the attractiveness of "semi-finished products" is greatly enhanced. From the 28th to the New Year’s Eve of the Lunar New Year, Ele.me platform’s semi-finished New Year’s Eve meal takeaways increased 4 times year-on-year. Data from the Ministry of Commerce also shows that during the Spring Festival, the sales of catering merchants monitored by large payment institutions increased by about 1.3 times year-on-year, and the online catering consumption of some food delivery platforms increased by more than 2 times.
Meet the snow and ice boom in winter
At present, the countdown to the first anniversary of the 2022 Winter Olympics has begun. Under the call of "300 million people participating in ice and snow sports", there has been a wave of ice and snow craze in China, which has also led to the continuous development of the ice and snow economy. Coupled with the new situation of in-situ Chinese New Year this year, many family outing themes are related to "ice and snow".
On the fourth day of the Lunar New Year, Zhang Hua (pseudonym) shared a photo of skiing in Moments. This year, Zhang Hua, who works in Beijing, responded to the in-situ Chinese New Year initiative and met with a few friends at the Beijing Nanshan Ski Resort. He told reporters that there were a lot of tourists who came here that day, and the teaching field had the most people and the most lively. "It can be seen that ice and snow sports are being liked by more and more people."
Zhang Hua told reporters that many of the tourists at the scene had their families as a unit to experience skiing, and there were obviously more children who like skiing. "Many children who are still in kindergarten, followed their parents or coaches, and started to experience this sport on the snowboard." Ms. Feng, who has the same hobby as Zhang Hua, also asked her friends to drive to Zhangjiakou during the Spring Festival. I spent three days and two nights skiing in Wanlong Ski Resort and Fulong Ski Resort.
During the Spring Festival this year, the skiing boom quietly rose, until the end of the Spring Festival holiday, the citizens' enthusiasm for skiing remained unabated. The person in charge of Beijing Jundushan Ski Resort told reporters that although it is a working day, the flow of people in the ski resort is still very large, and some ski enthusiasts who are still on vacation choose to spend it at the ski resort.
In addition, Beijing’s Yanqing and Longqingxia have also launched the "Winter Olympic Time." As one of the venues for the Winter Olympics, Yanqing strives to create the "Most Beautiful Winter Olympic City", allowing citizens to fully experience the atmosphere and ice and snow charm of the Winter Olympics during the festival. The Longqing Gorge Ice Lantern Ice and Snow Season is the main theme of "the prosperous China welcomes the Winter Olympics, the glorious ice lantern is a prosperous year". It integrates the elements of the Winter Olympics and the Spring Festival, attracting a large number of tourists to watch, and the number of scenic spots is more than during the Golden Week Day reached the upper limit. In addition, the "Ice and Snow Carnival" at the World Portuguese Garden, the "Snow Township, Snow Sculpture, Snow World" at Yudu Mountain in Xuexiang, Beijing, the 9th Nangong Ice and Snow Carnival, and Shijinglong, Badaling and other ski resorts will provide citizens with multiple levels and multiple Experienced the passion and fun of ice and snow from an angle.
The 2022 Winter Olympics will be held soon, and my country's ice and snow tourism is also experiencing new development opportunities. With the continuous enrichment of the supply of ice and snow tourism products and the increasing consumer demand of the masses, ice and snow tourism will also become more and more popular in the development of high-quality. The "Ice and Snow Tourism Development Action Plan (2021-2023)" issued by the Ministry of Culture and Tourism, the National Development and Reform Commission, and the State Sports General Administration recently further clarified the plan for accelerating the development of ice and snow sports and the ice and snow industry. Ice and snow tourism forms a more reasonable spatial layout and a more balanced industrial structure to help the 2022 Beijing Winter Olympics and achieve the goal of "driving 300 million people to participate in ice and snow sports". The ice and snow tourism market has developed rapidly and healthily. A number of high-quality ice and snow themed tourist resorts have been created, and a number of ski tourism resorts have been launched. The number of participants in ice and snow tourism has increased significantly, the scale of consumption has increased significantly, and its contribution to the expansion of domestic demand has continued to increase. Source People's Daily Online
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