With the dual blessings of Beijing’s consumption season and the Dragon Boat Festival, the popularity of Beijing’s consumption has continued to rise, and the night economy of Beijing has ushered in a full-scale warming. On June 14, the Beijing Municipal Bureau of Commerce released data showing that during the Dragon Boat Festival, hundreds of enterprises in department stores, supermarkets, specialty stores, catering, and e-commerce monitored by Beijing achieved sales of 3.15 billion yuan, a year-on-year increase of 29.5%. . The major commercial districts are rich in nighttime activities, and the passenger flow of the commercial districts increased by more than 40% year-on-year, driving a year-on-year increase of 21.3% in nighttime consumption.
Shopping malls: the night economy is gaining momentum
Food, performances, markets… a variety of IPs have a panoramic view of summer night consumption. During the Dragon Boat Festival holiday, various shopping malls launched activities to cater to the presence of parents, children and young customers. According to a reporter from Beijing Business Daily, during the Jingnan Nightlife Colorful Festival launched in Daxing District, Daxing Greenland Colorful City held a market, late night food, free movies and other activities; Beijing Aegean Shopping Park created a band to sing during the Dragon Boat Festival. Children’s stage performances, tide play fairs and other forms of interactive performance activities; COFCO·Xiangyun Town uses Internet celebrity pop-up shop immersive scene design, interactive reading game participation, etc., to attract customers across all channels; Chaoyang Heshenghui at the Dragon Boat Festival During the period, new energy auto shows, music festivals, children’s catwalks and other activities were held.
According to the relevant person in charge of Hopson Business, compared with the usual passenger flow, the passenger flow of Chaoyang Hopson during the Dragon Boat Festival has increased by 70%. Among them, the most attractive events are the auto show and the late-night cafeteria in Block 21. Similarly, the increase in passenger flow can also be seen in the data of COFCO·Xiangyun Town. The relevant person in charge of COFCO Xiangyun Town revealed that on June 13, Xiangyun Town’s sales reached 4.3 million yuan, an increase of 9% from the 3.95 million yuan on Sunday, June 6 and compared to the Dragon Boat Festival holiday on June 26, 2020. The 2.54 million yuan in the second day increased by 70%.
Abundant night activities have stimulated the growth of night consumption. UnionPay big data shows that night-time consumption increased by 21.3% year-on-year. The passenger flow of key business districts such as Yandai Xiejie, Wudaokou, Xizhimen, Taiyanggong, Dashilan, and Yaao increased by more than 40% year-on-year. A reporter from Beijing Business Daily learned that since the opening of the late-night food street in May, COFCO Xiangyun Town has seen a rapid increase in nighttime passenger flow. In 2021, the Late Night Food Street adds the world‘s most popular street food on the basis of the original alcoholic beverage, braised flavor, and late-night barbecue. The above-mentioned relevant person in charge revealed that the overall sales of the night economy increased by 30%, and the overall performance of the catering industry increased by 50% year-on-year. Daxing Greenland Binfencheng said that by developing special late-night food gathering places, it provides various forms and rich content of night-time consumer goods, which invigorates the night-time consumer market and ignites the “fireworks” of night-time consumption in Nancheng.
Catering: Dinner at nightPresent doublepeak
During the Dragon Boat Festival, various catering brands also launched their own brand of zongzi and new dishes with Dragon Boat characteristics. Nanjing Big Brand, Xicha, Siyue Pufferfish, Starbucks, etc. have all launched Zongzi products with brand characteristics. Among them, in this year’s Zongzi gift box, many brands of Zongzi have made product innovations in combination with their own characteristics based on the traditional tastes occupying the mainstream. For example, the Xicha Zongzi gift box also contains a box of original Xicha tea, which not only enriches the taste experience of consumers, but also gradually echoes the holiday products with the brand.
As popular as holiday food, there is also restaurant dine-in. During the Dragon Boat Festival holiday, reporters from Beijing Commercial Daily went to Parkview Green, Heshenghui, Sanlitun and other places and found that during peak dining hours, most of the dine-in places in restaurants were almost full. When consumers in the business district go shopping, they also drive the consumption of afternoon tea. At 3 o’clock in the afternoon, a reporter from the Beijing Commercial Daily came to the World Trade Center. The seats in the beverage stores such as Nay Xue’s tea, Tims coffee, and Starbucks in the project were all filled. Consumers need to wait for the number to receive their drinks.
Many catering companies take advantage of the festive atmosphere to offer new dishes. A reporter from Beijing Business Daily learned from Haidilao that in order to enrich consumers’ demand for hot pot dining, from June 4, all Haidilao stores in Beijing will launch 3 crayfish products, and some stores will launch new dishes and drinks. The relevant person in charge of Haidilao said that as the summer approaches, Haidilao will also launch corresponding late-night snacks such as crayfish and beer to match consumers’ dining needs. In terms of business requirements, the business hours of Haidilao’s national stores are set according to the location of the store, the surrounding market, and the dining needs of consumers. Haidilao’s Beijing stores have an operating market of more than 17 hours, and some stores have an operating time of 22 hours, which can maximize the needs of consumers for night dining.
The warming up of night economy drives the income growth of the catering industry. A reporter from Beijing Business Daily learned that, for example, Haidilao’s Beijing Sanlitun SOHO store is located in the Sanlitun business district and the surrounding area is mainly young consumers, and there is a strong demand for night dining. At present, there have been two peak periods for evening dining, namely 22:00-24:00 and 4:00-7:00 in the morning. The two groups of customers will automatically form a diversion, and sometimes there will be queues. Taking weekends as an example, you can usually sit at 200 tables after 22:00.
In addition, a reporter from Beijing Business Daily noticed that some local life service platforms have launched online Dragon Boat Festival display windows. For example, Meituan has a “Zongzi Enjoying Dragon Boat Festival” area, a special area for Zongzi, good places for the Dragon Boat Festival, good food, etc. Visitors can choose various brands of zongzi products, catering store package coupons, and dining needs at different times.
Meituan data shows that since June of this year, the search volume and sales volume of Zongzi have continued to rise, with search volume 15 times that of the beginning of the month, and the order of “Zongzi”-related takeaways has increased by 5 times from the beginning of the month. Among them, the single-person dumplings are very popular, and the dragon boat fresh meat dumplings, egg yolk meat dumplings and crystal candied date dumplings are popular on the takeaway platform.
Time-honored brand: co-branded products are popular in e-commerce
As the Dragon Boat Festival is a traditional festival, all time-honored brands have seized the opportunity to launch seasonal products. In order to enrich the variety of seasonal products, Beijing Daoxiang Village has innovated the flavors of yellow rice dumplings and freshly cooked rice dumplings. The relevant person in charge of Beijing Daoxiang Village said that with the gradual recovery of market demand, the overall planned volume of rice dumplings in Beijing Daoxiang Village this year is 15 million, an increase of 76% compared with last year. Among them, the planned output of cooked rice dumplings is nearly 100,000. In addition, more than 20 time-honored brands under Jude Huatian launched the “Zongqing Dragon Boat Festival” series of beauty food appraisal activities, and the sales of Huguosi snacks and fresh rice dumplings doubled year-on-year.
While selling offline, the online channels for innovative products launched by time-honored brands on traditional festivals have attracted consumers’ attention. A reporter from Beijing Business Daily learned that consumers are particularly popular when buying time-honored seasonal products through e-commerce. Many new brands and time-honored Wufangzhai brands have launched new products and “co-branding”. By catering to the aesthetic preferences of young people, they have created Internet celebrity rice dumplings to attract consumers’ attention to the brand behind the rice dumplings.
According to data from JD.com, in the sales of traditional zongzi gift boxes launched by Wufangzhai, “Gen Z” consumers only account for 6% of the sales. In contrast, the joint-brand rice dumpling gift box produced by Wufangzhai and Wang ZheGlory has increased the purchase volume of these sellers to 25%. At the same time, the “Ingenuity and Ingenuity” custom-made tea dumpling gift box jointly launched with Xiaocancha is also favored by young consumer groups.
In addition, the Dragon Boat Festival customs other than eating zongzi, such as wearing sachets and hanging mugwort leaves, are becoming more and more sought after by consumers. A sachet made by the well-established Hu Qingyutang powder from more than ten Chinese medicinal materials has sold more than 6000 monthly in the flagship store of Tmall Hu Qingyutang Pharmacy. According to data from the fresh food e-commerce platform Dingdong Shopping, from mid-May to the Dragon Boat Festival, while the sales of rice dumplings increased by more than 300% month-on-month, the East China and South China regions sold out of Ai Yechangpu, and sales soared dozens of times from the previous month.
Supermarkets: traditional delicacies seize the C position
With the arrival of the Dragon Boat Festival holiday, Beijing supermarkets and convenience stores have launched online and offline dual-line promotions, which has ushered in a new wave of consumption in the Beijing commercial market. In addition to regular marketing activities during the Dragon Boat Festival holiday, supermarkets and supermarkets also added more experiential activities. According to reports, during this year’s Dragon Boat Festival holiday, Huaguan has added interactive forms such as Internet celebrity Zongzi tasting, gourmet banquet, and Zongzi DIY to increase interaction with consumers. Through this interactive experience, it will increase customer’s interest in traditional festivals. Attention can also attract customers and increase member stickiness.
According to the person in charge of Huaguan Supermarket, Huaguan Supermarket has prepared more than 50 single items and more than 20 kinds of zongzi gift boxes for this year’s Dragon Boat Festival. In addition to traditional candied dates, red bean paste, and meat zongzi, many new flavors have been added. Meet the shopping needs of different customer groups. At present, the sales of more classic bean paste and candied date rice dumplings are still far ahead and are more popular with the public. The sales of new flavors of Internet celebrities are mainly concentrated on young consumer groups, and the potential cannot be underestimated.
In convenience stores, since June 7th, the sales volume of convenience bee paste, fresh meat and salted egg yolk meat dumplings has increased day by day. The increase on the day of Dragon Boat Festival once exceeded 50%. Sales volume crushed the best-selling fresh meat buns and mushroom vegetable buns during the breakfast period And white waxy corn. From the perspective of consumer preference, 45% of Beijing consumers prefer sweet dumplings; the Yangtze River Delta and Guangzhou-Shenzhen regions prefer fresh meat dumplings and salted egg yolk dumplings.
Beijing Commercial Daily reporter Wang Weiyi Liu Zhuolan Guo Binlu Zhao Chi
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