The outskirts of the city center are the most active, and platform data shows that Shanghai's nighttime retail takeout activity is the highest in the country
Today, the delivery platform Ele.me and the New First tier City Research Institute jointly released the "24-hour Retail Delivery Micro Report". The report shows that Shanghai, Hangzhou, and Shenzhen rank among the top three in terms of nighttime retail takeout activity nationwide.
It is reported that the report uses data such as the proportion of nighttime retail delivery orders to daily retail orders, the average unit price of nighttime retail delivery, and the sales share of various categories of nighttime retail delivery as dimensions to form the "24-hour retail delivery index" indicator.
Among the top 20 cities with the highest 24-hour retail delivery index, new first tier cities such as Changsha, Chengdu, and Wuhan have also shown outstanding performance, with their nighttime retail vitality basically comparable to that of first tier cities. In terms of the growth rate of the proportion of night retail takeaway orders, except for first and second tier cities, popular tourist cities and lower tier cities have shown significant growth in night retail takeaway orders. Compared to the past two years, the cities with the largest growth rates are Guangzhou, Changsha, and Kunming.
In addition, in some small and medium-sized cities such as Lhasa, Shigatse, Kashgar, etc., their consumption share in categories such as medical equipment and personal care cleaning is significantly higher, and their average unit price is also similar to that of first tier cities.
At the same time, the report sorted out the most active nighttime retail delivery commercial districts in Shanghai, Hangzhou, and Shenzhen. From the spatial distribution, these commercial districts are mostly located in the peripheral areas of the city center, mainly residential areas, and some even cover university campuses and industrial parks.
The JD convenience store located in Pudong New Area has over 4500 online orders per month. Boss Li Zeng stated that his own store has a small area of over 200 square meters, but there are over 50 categories with over 4500 types of products, including daily necessities such as fruits, snacks, drinks, personal care, beauty tools, travel disposable items, and even ritual items. As one of the cities with the richest nightlife, Shanghai has a particularly high demand for personalized and real-time user experience. Especially this past summer, the demand for night food delivery has grown rapidly, with snacks, alcohol, and beverages dominating the market.
The report data also shows that, from a specific scenario perspective, universities, hotels, and hospitals are the three places outside of residential areas where night retail orders are most concentrated, and they exhibit different order preferences.
According to statistics, the products with the highest preference at night in universities are mainly anime/models, flowers and plants, and books and audiovisual. Hotel orders reflect more business preferences, with books, audio, and office supplies being the most popular categories. In the hospital area, the food delivery category is more diverse, and night retail food delivery also serves as a lifestyle adjustment and emergency response function.