Original title: 102 million people “compensated” outings, Gen Z became the main traveler for the first time, and the movie box office set a record for the same period…20 pictures to help you understand the spending boom during the Qingming holiday
[102 million people-time compensation travel movie box office breaks a record for the same period! 20 pictures to help you understand the consumption boom during the Ching Ming holiday]The reporter sorted out a number of data indicators, and through 20 pictures, you can experience the consumption boom in Ching Ming with you, and the new signal that young people implicit in the consumer market will become the main consumer. (Daily Economic News)
In just three days of the Ching Ming Festival holiday, many remarkable achievements have been achieved in the consumer sector:
There were 102 million domestic tourist trips nationwide, and domestic tourism revenue was 27.168 billion yuan;
The nationwide movie theaters earned a total of 822 million yuan in movie box office, surpassing the record of 700 million yuan in the Qingming Festival in 2019;
Compared to 2019, hotel bookings have increased by more than 20%. During the Qingming period, “traveling out” became the hottest topic in search…
Tomb-sweeping holiday is the first long holiday after the “Chinese New Year in situ” was advocated during the Spring Festival this year, and people have a strong demand for travel. What are the new ways to play? What is the biggest difference between the Qingming Festival consumer market and the past? “Daily Economic News” reporter combed out a number of data indicators, through 20 pictures with you to appreciate the Qingming consumption boom, and the young people implied by the consumer market will become consumptionMain forceNew signal.
“Chinese New Year in situ” welcomes the peak tourist season for the first time
With the relaxation of travel policies in various places, part of the travel demand suppressed by “Chinese New Year in situ” was released during the Ching Ming Festival. This year’s Ching Ming holiday became an “advance preview” of the “May Day” Golden Week.
During the three-day holiday, a total of 102 million tourists traveled across the country, which has recovered to 94.5% of the same period before the epidemic. Some scenic spots have reproduced the scene of “people conforming to the crowd”.
The number of domestic tourist receptions during the Ching Ming holiday is close to the level of the same period in 2019 before the epidemic. The total domestic tourism revenue has rebounded significantly from 2020, but there is still a gap compared with normal years.
During the Ching Ming holiday, online air ticket sales increased significantly compared to before the epidemic. The big data of Tongcheng Travel shows that the number of air tickets booked during the Qingming period of 2021 on Tongcheng Travel Platform has increased by 37% compared with the Qingming holiday in 2019, and it has increased by 110% compared with the same period in 2020.
This year, the average daily passenger volume of the railway during the Qingming holiday this year has exceeded 10 million, which is close to the level before the epidemic.
In terms of railway travel, from April 2 to 5, the national railways sent 49.91 million passengers, an average of 12.478 million passengers per day, an increase of 225.8% over the Ching Ming holiday in 2020, and recovered to 92.4% in the same period in 2019. Among them, 14.636 million passengers were sent by railways across the country on April 3, a record high in the number of passengers sent in a single day this year.
At the same time, with the sharp release of demand, the price of air tickets has also risen. Special air tickets of two to three hundred yuan have become a thing of the past. Airfare prices during the Qingming holiday have also returned to their pre-epidemic levels, and have increased by about 8% compared with the same period in 2019.
The average daily passenger volume of civil aviation during the Qingming holiday this year has also increased significantly year-on-year, with more than 1.4 million passengers.
At the same time, related marketing activities have pushed up people’s travel enthusiasm. During the Ching Ming holiday, some OTA platform launched the “Blind Box for Air Ticket Destination” activity. Users can purchase a blind box for 98 yuan and randomly select a domestic one-way ticket with a designated departure place, random destination, and random date. If the random ticket received by the user does not meet expectations, you can apply for a full refund. Bookings for the event are very popular. On April 3 alone, the number of participants exceeded 1 million.
Tomb-sweeping Festival air tickets and train tickets have doubled over the same period last year. Which cities are popular destinations? Which scenic spots do you prefer to go to?
The picture shows the same process andCtripTop ten popular hotel consumer cities and ten popular scenic spots on the platform during the Ching Ming holiday
According to the same process andCtripAccording to statistics from other platforms, Shenzhen, Chengdu, and Guangzhou are among the top three most popular cities for hotel consumption; while ShanghaiDisneyAnd so on in the forefront of popular scenic spots.
According to statistics from the Beijing Municipal Bureau of Culture and Tourism, from April 3 to 5, the city’s key monitored 182 tourist attractions (regions) received a total of 6.087 million tourists, a four-fold increase from the same period in 2020 and recovering to 98.73% of the same period in 2019. ；Operating income29.309 million yuan, an increase of 9.3 times year-on-year in 2020 and an increase of 8.73% year-on-year in 2019.
Not only did the bookings of hotels and homestays increase sharply over the same period last year, but tourists can also afford more expensive accommodation.
according toCtripAccording to the data, hotel bookings during the Qingming Holiday have increased by more than 20% compared to 2019, and have also increased by nearly four times compared with the same period in March. The advantages of high-star hotels are even more significant, with an increase of about 35% compared to 2019.
Taking the popular tourist city Sanya as an example, the opening rates of tourist hotels in Sanya’s urban areas, Haitang Bay, and Dadong Bay have all increased compared with the 2019 Ching Ming Festival.
The opening rate of various hotels in Sanya during the Qingming holiday this year has exceeded the level of this year’s Spring Festival and the same period in 2019 before the epidemic
Data shows that family travel and multi-person travel have become the mainstream of this Qingming holiday, and two-bedrooms, boutique inns, duplex rooms, single-family villas, etc. are more popular among users.
According to data released by Tujia, the number of advance bookings for homestays has soared over the same period last year by more than 35 times. Rural tourism destinations are eye-catching. The number of advance orders for country homes accounts for more than 60% of the total bookings; the average guest unit price is 941 yuan, compared with last year. Over the same period, average accommodation prices increased by approximately 240%.
“Script kill” has become a new consumer trend
Under the normalization of epidemic prevention and control, some consumers who are accustomed to going abroad to “buy, buy and buy” have begun to turn to Hainan’s duty-free shopping tour.
According to statistics from Sanya Phoenix Airport, since the beginning of the summer and autumn flight season on March 28, the average daily passenger flow of Sanya Airport has increased by 3.2% year-on-year compared to 2019, and the passenger throughput of Qingming Airport has increased by 12.1% year-on-year.
During the Ching Ming Festival, Hainan’s duty-free shops were extremely popular, with sales reaching 445,570,100 yuan, an increase of 350.3% over the same period in 2020; per capita spending was 5,941 yuan, an increase of 6% year-on-year.
In the context of the continuous increase in outlying islands’ duty-free sales, the outlying islands’ duty-free participants are also increasing their investment in Hainan.China FreeRecentannouncement, It is planned to invest 3.69 billion yuan in the Sanya International Duty Free City Phase I No. 2 project. It plans to build a tourism retail complex project integrating tax-free commerce and high-end hotels, aiming to make up for the current operating area and the introduction of high-end brands. Enhance the competitiveness of leading companies.
While the number of duty-free shopping on Hainan’s outlying islands has steadily increased, the unit price has also been rising this year.
For practitioners in the film industry, after experiencing the “bottom” of the industry last year, this year finally ushered in a bumper year. After the New Year’s Day and Spring Festival box office hit a record high during the same period, the box office of the Qingming holiday movie also broke a record.
According to the professional version of Maoyan, a total of 822 million yuan in the box office during the three-day holiday from April 3 to April 5, surpassing the record of 700 million yuan in the Ching Ming file in 2019; of which, the box office of 320 million yuan in a single day hit the same level on April 4 The single-day box office has a record high.
This year’s Tomb-sweeping holiday national movie box office breaks a record for the same period in history
Snacks are indispensable for holiday trips or home stays.JingdongData shows that healthy snacks such as low-calorie pudding, sugar-free cereal beverages, meal replacement milkshakes and other “non-saccharified” and “zero-calorized” snacks have become popular products for consumers during the Qingming holiday this year.
Among them, consumers in Hubei, Jiangxi and Guizhou like to buy vegetarian snacks, while users in the three northeastern provinces are more willing to buy sugar-free beverages, while plant-based beverages are favored by people in Tianjin, Jiangxi and Guangdong.
Recently, long-established tea houses such as Wu Yutai and Zhang Yiyuan have launched a variety of spring teas. During the Ching Ming Festival, tea orders on third-party platforms increased by 1.5 times year-on-year, and nearly doubled from 2019.
Various consumer activities have also spawned a large amount of express delivery demand. During the Ching Ming Festival this year, the postal express industry across the country was operating at a high level, collecting 761 million express parcels, an increase of 44.4% compared with the same period in 2020 Ching Ming Festival; delivering 765 million express parcels, an increase of 48.3% compared with the same period in 2020 Ching Ming Festival .
While tourism consumption is booming, “compensation” returning home has also become an arrangement for many people on the Ching Ming Festival.BaiduAccording to the data released, the search volume of the topic “homecoming home” increased by 91% month-on-month, making it one of the top ten hot-searched topics on the Ching Ming Festival.
In terms of travel purpose, there is a clear distinction between “want to travel” and “want to go home”. According to the data, in the past 7 days, third-tier cities and below accounted for 66% of people searching for “travel” topics; while netizens searching for “going home” related netizens, first- and second-tier cities were more active.
Due to the “Chinese New Year in situ” factor during the Spring Festival this year, the search demand for “going home” in first- and second-tier cities during the Ching Ming holiday has increased significantly
During the Qingming holiday this year, the post-95 generation Z generation (referring to people born between 1995-2009, also known as the Internet generation) became the main traveler for the first time, accounting for 38%, ranking first. In the Quark search, the popular content of the post-95 generation crowd during the Ching Ming holiday were flower viewing, bird watching, outing, traveling in Hanfu, and online celebrity landmark check-in.
In the next 5 to 10 years, they will fully enter society and work positions and become the main force of consumption.
Hanfu travel and online celebrity landmark check-in are typical Gen Z travel methods
Currently the favorite entertainment of Gen ZLohasAction-“Script Killing” is very hot during the Ching Ming holiday, and even needs to be booked a week in advance.
“Script Kill” is a multiplayer role-playing reasoning game that integrates popular entertainment styles, such as role-playing, talk show, etc. It takes 4-6 hours to complete a game.
Data show that the scale of China’s “script killing” market exceeded 10 billion yuan in 2019, a year-on-year increase of 68.0%. Despite the impact of the epidemic in 2020, the market size will still grow by 7% to reach 11.74 billion yuan. Nowadays, script kill has formed a complete industry chain, including script creators, distributors, actors, store merchants, vertical platforms, etc., to participate in it.
2018-2022 China’s script killing industry market size and forecast
There is still room for improvement in real income levels
The compensatory rebound in the consumer market during the Ching Ming Festival is due to the continued improvement of the domestic epidemic prevention and control situation, but it should be noted that there are still sporadic cases in my country, and the response to the epidemic cannot be relaxed. In this regard, the health department and relevant experts suggest that residents who meet the vaccination requirements should receive the new crown vaccine as soon as possible, and work together to establish a national immune barrier against the new crown virus.
As of April 4, my country’s vaccination has reached 140 million doses; the average daily dose is about 4.5 million doses. All parts of the country will continue to take multiple measures to accelerate the promotion of free vaccination for the entire population through various methods such as temporary vaccination sites, mobile vaccination sites, and door-to-door vaccination in key places.
Comparison of daily vaccination situation between China and the world
In the context of normalized epidemic prevention and control, the basis for people’s willingness to consume and daring to consume is income growth.
In 2020, under the influence of the epidemic, my country’s consumption quickly recovered after a brief contraction. In 2020, the year-on-year growth rate of per capita actual consumption expenditure of residents increased from -1.1% in the third quarter to 2.8% in the fourth quarter, indicating that consumer confidence has recovered and the willingness to consume remains strong.
Due to the epidemic, the per capita consumption expenditure of Chinese residents dropped slightly last year
On the other hand, the middle-income group of more than 400 million people has stabilized my country’s consumption fundamentals and provided strong support for structural optimization and upgrading and the construction of a strong domestic market.
Since 2013, my country’s per capita disposable income has increased year by year to 32,189 yuan in 2020.
The continuous increase in income is the confidence of people to consume and the foundation to support the willingness to consume. In order to accelerate the recovery of consumption, there is still room for efforts to increase the income of residents in the future, and more attention needs to be paid to increasing the actual income level.
Even under the influence of the epidemic, the per capita disposable income of Chinese residents maintained an increase of 4.7% last year.
At the same time, stabilizing prices is also conducive to expanding consumption.
Recently, the price of pork, which had risen sharply in the previous period, has ushered in a decline, and has fallen for 9 consecutive weeks. Relevant data shows that the cumulative decline in pork prices in March was 4.62 yuan per kilogram, a drop of 15.46%. Entering April, food prices continued to fall.
Before and after the Ching Ming holiday, most of my country’s main food prices showed a downward trend.
We can foresee that with China’s economy getting off to a good start this year and maintaining relatively rapid growth, the income of Chinese residents is expected to maintain simultaneous growth, while prices remain basically stable, which will surely lay a more solid foundation for the domestic consumer market.
Reporter’s Notes丨The consumer market will usher in a full recovery
The movie box office exceeded the record of the same period in previous years, the number of tourists was very close to the scale of 2019 before the epidemic, and the cultural consumption market gave birth to new gameplay such as script killing and “blind box of ticket destinations”…
This year’s Qingming Festival, the domestic consumer market is hot, and shows some new characteristics different from the past. Among them, the post-95 “Generation Z” becomes the main travel force, which will profoundly affect the future consumer market.
Behind all these achievements, the most indispensable contribution is my country’s effective epidemic prevention and control measures, as well as the recent continuous residents’ new crown vaccination, which are further promoting the establishment of the nation’s national new crown virus immune barrier.
In addition, income is also a core factor in determining consumption. Despite the impact of the epidemic, the per capita disposable income of Chinese residents will still achieve a year-on-year increase of 4.7% in 2020, which also constitutes the confidence of people’s consumption.
With the further development of my country’s economy, the income level of Chinese residents will continue to rise steadily in the future, and they will have more confidence in the consumer market.
At the same time, after entering the new stage of development, not only the consumption of physical commodities will grow rapidly, but also the demand for culture, leisure and tourism will become stronger and more diversified, and service consumption is also expected to usher in long-term growth space.
Even when the epidemic prevention and control is normalized, as prevention and control measures become more precise, the epidemic vaccination rate continues to increase, and the economic growth situation is more optimistic, we are confident that in the coming May Day holiday, Dragon Boat Festival and even Any ordinary day will usher in a full recovery of the consumer market.
Bank of China Securities: Tourism and hotel industry performance is expected to accelerate the recovery
2021 Qingming Holiday Tourism Data Comment: Passenger flow basically recovers, and it will take time for tourism consumption to recover
(Source: Daily Economic News)
(Editor in charge: DF064)
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