Prosperous night economy stimulates consumption vitality
2024-08-21
Since the beginning of summer, 16 national level nighttime cultural and tourism consumption clusters in Jiangsu Province have promoted the sustained growth of the night economy through innovative activity forms, optimized service quality, and enriched cultural activities, such as the dazzling neon night scene in Nanjing Confucius Temple Scenic Area, the fragrant night market cuisine in Yanhe Lane Historical and Cultural Street in Lianyungang, and the creation of new night tourism performance scenes in various venues in Suzhou. As an important component of urban economy, the night economy plays a crucial role in stimulating domestic demand, showcasing the city's image, and enriching people's night life. It is a consumption "blue ocean" with vast market potential. According to data, over 60% of consumption in China occurs at night, and the size of the national night economy market has exceeded 50 trillion yuan by 2023. Currently, many regions in China are vigorously promoting the development of night economy, continuously stimulating consumption potential by expanding new models and scenarios of night economy. However, in the face of increasingly diverse nighttime consumption demands, there are problems such as homogenization and low-level construction in some areas' nighttime economic activities, insufficient diversity and high-quality supply, and insufficient attractiveness to the new generation of consumers. At the same time, some shortcomings that restrict the potential of nighttime consumption still exist. The night economy industry has a high degree of correlation and wide impact, which has a multiplier effect on promoting consumption. It should be noted that developing the night economy is a systematic project that requires coordinated efforts from multiple parties such as the government, market, and consumers, and collaborative governance. Prosperous night economy requires creating diverse consumption scenarios and accelerating the integration and development of multiple business formats. The 'night economy' includes night markets, but it is not simply equivalent to traditional night markets. Various regions need to break away from the previous single service format, accelerate the deep integration of night economy with cultural and artistic fields such as tourism, sports, drama, music, etc., expand new models, formats, and scenes such as' night entertainment ',' night sightseeing ',' night sports', etc., enrich the full chain industry system of 'food, accommodation, transportation, tourism, shopping, and entertainment', and better meet people's personalized and multi-level nighttime consumption needs. For example, Jiangsu held the "Water Charm Jiangsu · Brilliant Summer Night" themed event this summer, which ignited the city's night economy and stimulated new consumption vitality through extending night business hours, online "cloud tourism", and creating distinctive consumer landmarks. The prosperity of the night economy also relies on the improvement of urban comprehensive supporting facilities and the optimization of the consumption environment, working together to safeguard the high-quality development of the night economy. Each region should strengthen top-level design, coordinate and optimize the night economy format and spatial layout, strengthen night economy policy support, introduce night inclusive and prudent supervision measures and upgrade supporting facilities, actively guide business entities to develop diversified night consumption scenarios and corresponding products. At the same time, we will strengthen the comprehensive management of the night economy, put more effort into refined management of the environment, public security, public transportation, food safety, and strive to create a comfortable, safe, and beautiful night consumption environment. The prosperous night economy also needs to rely on technological empowerment, accelerate the pace of innovation, and take the path of brand differentiation and differentiation development. We need to accelerate the deep integration of night economy and digital economy, enrich night economy with digital technology, and use new technological means to promote the organic integration of culture, art, technology and economy, making night economy more technological and dynamic. At the same time, various regions can draw nutrients from the unique historical and cultural heritage of cities, explore innovative expressions of traditional culture, create unique and differentiated urban night economy signs, and promote the night economy from being a "internet celebrity" to a "long-lasting celebrity". (New Society)
Edit：Xiong Dafei Responsible editor：Li Xiang
Source：Economic Daily
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