"Better and Better Service Supply" Brings Inspiration, Securities Times: Hot Recovery of Summer Consumption
On August 31st, summer consumption officially came to an end. This summer, the cultural tourism and film markets have once again opened up, and offline contact consumption continues to show a booming recovery trend.
According to data from the Lighthouse Professional Edition, the total number of viewers in this year's summer season exceeded 502 million, with a total box office of 20.495 billion yuan, both breaking the record for the highest summer season in Chinese film history. The cultural and tourism consumption market has also experienced an outbreak: according to a report by Fliggy, the summer booking volume of domestic tourism, including domestic air tickets, hotels, route tours, scenic spot tickets, etc., continues to exceed pre epidemic levels, and the average daily room and night volume of hotels has continuously broken records for summer performance; On the Ctrip platform, the sales of summer night travel products increased by 692% compared to 2019; According to Meituan data, since the summer, the search volume for "night tours" and "night markets" has increased by about 80% compared to the same period last year; The relevant strategy notes on Dianping increased by 160% year-on-year.
The China Tourism Research Institute predicts that the number of domestic tourists in June, July, and August this summer is expected to reach 1.854 billion, accounting for 28.11% of the total number of domestic tourists in the year; Realize a domestic tourism revenue of 1.2 trillion yuan, accounting for approximately 27.46% of the annual domestic tourism revenue.
The strong recovery trend is partly due to the concentrated release of accumulated consumer demand in the past period, and on the other hand, the improvement and diversification of consumer product and service supply have precisely caught up with the various demands that have erupted in the short term.
On July 24th, the Central Political Bureau emphasized the need to drive effective supply through terminal demand, and organically combine the implementation of the strategy of expanding domestic demand with deepening supply side structural reform. Being close to the market and marketable is an unbreakable truth for any business.
Taking the hot box office market as an example, after experiencing the winter of film and television, this year's summer season saw frequent box office hits, with 5 films grossing over 1 billion yuan and 4 films grossing over 2 billion yuan. Among them, the number of films with box office results of over 2 billion yuan is the highest since the release of statistics for Lighthouse Professional Edition in 2014.
In the cultural and tourism market, in addition to the recovery of outbound and long-distance travel, some new hotspots also provide inspiration for the next step of service consumption. For example, after Zibo barbecue, Guizhou's "village supermarkets" have become popular again. With the same popularity, down-to-earth atmosphere, and vitality, the public has seen more possibilities for "agriculture+tourism" and "sports+tourism".
Among these popular cultural and tourism phenomena this year, there is a very important commonality, which is the government's positioning. Whether it's Zibo BBQ or Guizhou Village Supermarket, government departments rarely take on the role of big business anymore. Instead, they give more initiative to local residents and operators. The market has its own resilience, and the people also have their own vitality. What government departments need to do is to provide services in the rear and ensure a good business environment.
In the highly acclaimed film "Three Thousand Miles in Chang'an" during this year's summer season, Li Bai sailed past the White Emperor City with a pole and shouted, "The light boat has crossed ten thousand mountains", becoming the highlight of the film. In fact, this is also a reflection of the recovery of consumption, patiently waiting, the light boat will eventually sail over the mountains.
