The night in Dongguan business district is colorful. Guangzhou Daily All-Media Reporter Lu Zhengshe
"Do you want to make an appointment tonight?" "Let’s go!" After a busy day’s work, office workers don’t forget to meet their confidants for dinner, shopping and toasting. When you visit a city, you always have to appreciate the beautiful night, the bustling business district and experience the colorful nightlife. Citizens and tourists have become dazzling illuminators, lighting up the night and lighting up the night economy.
Since the beginning of this year, in order to promote consumption and release the potential of domestic demand, night economy, as a new growth point in the field of consumption, has been paid attention to by major cities across the country. Previously, an organization released the 2019 Urban Nightlife Index Ranking. Among the 337 cities at prefecture level and above, Guangzhou, Shenzhen and Dongguan have advanced into the top ten, and Guangdong-Hong Kong-Macao Greater Bay Area’s economic strength at night has begun to show its edge.
Guangzhou: Night Tour Museum to Create a "City that Never Sleeps"
"Take pictures?" Mobile photographers in Guang Zhouta enthusiastically solicit business from tourists. Every night, the light of "Little Man Waist" attracts a large number of tourists and citizens, and at the same time gives birth to tourist photography service. Until 11 o’clock at night, after the colorful Guang Zhouta said good night to the city, the tourists under the tower gradually dispersed. On the "Guangzhou Night", the shutter sound and laughter are endless.
Recently, in the new round of policies to promote consumption, the word "cultivating night economy" has appeared frequently, and cities such as Beijing, Shanghai, Tianjin and Chongqing have focused on "night business cards". In fact, "night economy" refers to the economic and cultural activities that take place from 6 pm on the same day to 6 am the next day. The reason why it can attract attention is closely related to its social benefits: according to the statistics of Guangzhou Municipal Bureau of Commerce, more than 70% of the turnover of retail and catering enterprises in Guangzhou in 2018 occurred during the night economic period; In some 24-hour convenience stores, entertainment, tourism and accommodation industries, the economic turnover at night can even reach 90%. These data all reflect that "lighting up" the night economy is of great significance for stimulating consumption and stimulating domestic demand.
Back in 1967, Guangzhou Ferry Company took the lead in launching the water tour business in China. When the first group of passengers set foot on the cruise ship with excitement, Guangzhou also began to forge ahead in the waterway of developing night economy. Up to now, "Night Tour of the Pearl River" has become one of the most popular scenic spots in China. In recent years, the Guangzhou International Lighting Festival, which has attracted much attention, has also effectively increased the income of hotels, restaurants, shopping malls, tourism, transportation and other services around flower city square and Haixinsha.
According to the 2018 Guangzhou Tourism Big Data Report jointly produced by china tourism academy and Unicom Big Data Company, the data shows that more than half of the tourists will choose to spend entertainment in the city’s business districts after visiting 22 scenic spots in Guangzhou. The attraction of scenic spots greatly affects the enthusiasm of tourists, which in turn affects the consumption of tourists. When attractive scenic spots delay their business hours until the evening, it is expected to promote tourists to stay in Guangzhou for the night, and then stimulate consumption the next day, which is the deeper logic of night economy.
"Hey, isn’t the Nanyue Palace Museum closed so late now?" The citizens who walked past the museum after dinner muttered to themselves. Since August, 12 museums in Guangzhou have announced that they will be open to the night on certain days, which started the "first shot" of developing the night economy in Guangzhou in the second half of the year. At the 26th meeting of the Standing Committee of the 15th Guangzhou Municipal People’s Congress held recently, the municipal government stated that "building a number of night economic gathering areas" was one of the six key tasks in the second half of the year.
On August 6th, Guangzhou Municipal Bureau of Commerce issued the Map of Night Consumption in Guangzhou, encouraging enterprises such as shopping and catering in the gathering area to provide night delay service, trying to build a night consumption gathering area, tap the potential of domestic demand, expand consumption by means of reform, further enrich and meet the growing demand of citizens and tourists for night consumption, and strive to form a brand of "Guangzhou Night" and create a "city that never sleeps" in Guangdong-Hong Kong-Macao Greater Bay Area by 2021. For Guangzhou, tapping the new kinetic energy of night economy is imminent and ready to go. However, where does the confidence of Guangzhou’s development come from?
In March this year, CBN conducted data analysis in six dimensions, including night traffic, the number of bars, the activity of mobile phone equipment at night, the value of city night lighting, the number of night punching in Tik Tok, and the number of night movie screenings in various theaters, and selected the ranking of city nightlife index in 2019. Guangzhou’s comprehensive index ranked third among 337 cities at prefecture level and above in China. With the help of the night industry foundation cultivated for many years, Guangzhou is bound to have more momentum and clear course in developing the night economy.
It is worth mentioning that nightlife cannot be directly equated with night economy. Guangzhou has a good nightlife foundation for developing night economy, but it still needs relevant policies and measures to guide and integrate different resources. The reporter visited Beijing Road, Tianhe Road and other business districts. When communicating with merchants and households, he learned that citizens are more concerned about the benefits of late-night public transport services in the future, the noise caused by the increase in the number of people in business districts, and environmental sanitation. In this regard, Peng Peng, a researcher at Guangzhou Academy of Social Sciences, also believes that the development of night economy in Guangzhou should deal with the problem of how to coexist between night business circles and citizens. Therefore, the development of night economy is a process of continuous coordination and discussion of the optimal solution. In the case that the government attaches great importance to the development of night economy, it is expected to introduce a series of specific measures to implement the development of night economy, which will guide the effective and high-quality integration of resources and help Guangzhou’s economy continue to maintain a steady and progressive trend.
Shenzhen: Night Economy Produces Night Tour Demonstration Street
On the evening of August 6th, visitors of Dongmen Commercial Pedestrian Street in Luohu, Shenzhen were weaving and dancing, and the opening ceremony of "Shenzhen Night Tour Economic Characteristic Commercial Demonstration Street" was unveiled at Dongmenching Food Plaza. Dongmen Town, as the main business in Dongmen Business Circle, will be open from 2 pm every day to 2 am the next day in the next month, and strive to build "Shenzhen Night Tour Economic Characteristic Commercial Demonstration Street". At a time when major cities are making great efforts in night economy, Shenzhen has also begun to learn from the experience of its sister cities and vigorously promote night economy, thus "Shenzhen Night Tour Economic Characteristic Commercial Demonstration Street" came into being.
As a vibrant immigrant city, Shenzhen has always been a hot spot for night consumption, with good climatic conditions, market base, consumer flow and fashion atmosphere. Recently, Alibaba released the top ten cities with the most active night consumption of Taobao, namely Shanghai, Beijing, Guangzhou, Shenzhen, Chongqing, Chengdu, Hangzhou, Dongguan, Suzhou and Wuhan. Shenzhen ranks fourth in Taobao’s most active city for night consumption, and it is well deserved.
Shenzhen’s night economy has both advantages and highlights, as well as unbalanced and uncoordinated shortcomings and weaknesses, which is the focus of night economy in the future. Several traditional hot business districts in Shenzhen, such as Dongmen, Huaqiang North, Coastal City, etc., are all very prosperous at night, but these business districts are mainly concentrated in the inner city of the original special zone, and the night economy of some new districts is still very weak, which can’t keep up with the needs of tourism consumption development. In some old cities, the map of night consumption has shrunk due to the transformation of villages in cities. In addition, there are no shops and night markets around some large residential areas, which makes it difficult for residents to meet their consumption needs.
In March of this year, RET Ruiyide, a real estate operator, released "Bright City — — 2019 Shenzhen Night Consumption Research Report (hereinafter referred to as the Report), by studying the typical formats of eight night consumption in Shenzhen, outlines the details of Shenzhen’s nightlife with big data.
According to the "Report", Shenzhen’s evening movie break time and other indicators lead the country. On average, there are more than 1,000 evening movies released in Shenzhen every day, and the total number of times and the average latest time of the break lead the country. By the beginning of this year, there were about 270 chain cinemas and 46 on-demand cinemas in Shenzhen, and the chain cinemas are still the main part of the film market. The total box office revenue of Shenzhen in 2018 reached 2.143 billion yuan, an increase of 5.79% compared with 2017.
Shenzhen is also a "midnight snack city". According to the Report, Shenzhen ranks first in the proportion of take-away orders in major cities from 21: 00 am to 2: 00 am the next day. In Shenzhen’s midnight snack market, more than 60% are restaurants that operate late into the night. Bao ‘an and Longgang are mostly traditional nightingales, while new nightingales such as wine houses are gathered in Futian and Nanshan. It is precisely because of the huge midnight snack market in Shenzhen that many brands begin to open 24-hour shops or extend their business hours. The important reason why people are willing to spend is that the midnight snack service can bring emotional release. In addition, the nightingale format is expected to become a new format choice for shopping centers, and shopping centers with open business space are more popular with nightingale brands.
People in Shenzhen also love to exercise at night. According to the Report, compared with other cities, Shenzhen has the highest proportion of people who exercise at night, and the number of people who exercise after 6 pm accounts for more than 70% of the total number of people who exercise all day. Fitness has become an important part of Shenzhen’s night economy. In addition to traditional fitness clubs and studios, in recent years, the rise of internet gyms has brought more possibilities for the fitness of urban people. The business model of Internet gyms is more flexible, which can realize long-term operation at night and give consumers ample space in terms of convenience, economy and choice.
At present, "night economy" has become a bright and eye-catching city label in Shenzhen. At the moment of exploring the vitality of consumption, Shenzhen’s night economy still has great development potential and excavation space.
Dongguan: Night economy mostly comes from material consumption.
Dongguan night economy is famous for its activity. On July 24th, Alibaba’s "Night Economy" Report was released, and Dongguan’s "Night Online Shopping Activity" ranked eighth in the country. At the beginning of August, word-of-mouth data showed that from January to July this year, orders for take-away snacks in Dongguan increased by 30% year-on-year, while orders for crayfish increased by 216% year-on-year. The night economy in Dongguan "lengthened" the night in Dongguan.
In Xiabafang, John Wan, Dongguan, as night falls and the lights are on, the buildings that look a little shabby during the day become lively. Dongguan locals and foreign tourists come here to take a walk, have a look and eat in Xiabafang and feel the "Gulangyu Island" in Dongguan. The reconstruction of Kun Yuzhou, not far from Xiabafang, is ready to go, and many surrounding towns and streets are trying to build their own "Xiabafang".
On August 16th, with the last concrete pouring in place, the 423m tallest building in Dongguan — — Building 2 of Minying International Trade Center was officially capped, refreshing the Dongguan skyline; As early as last year, when the International Trade Shopping Center opened, it became one of the most popular business districts in Dongguan. The surrounding First International Business Circle, cade square Business Circle, Convention and Exhibition Center, Yulan Grand Theatre and Municipal Plaza have built the most beautiful night scene in Dongguan.
Data show that in June this year, Dongguan accommodation facilities received 1,468,165 overnight tourists, an increase of 8.85% over the previous year. Among them, there were 158,429 inbound tourists, an increase of 5.32%; There were 1,309,736 domestic tourists, an increase of 9.29%. In the first six months of this year, the number of overnight tourists received by accommodation facilities in Dongguan has reached 10,142,910, a year-on-year increase of 5.33%. In the first half of this year, the development of service industry in Dongcheng Street, Dongguan, accelerated and increased efficiency. The gross output value of the tertiary industry reached 17.75 billion yuan, up 7.1% year-on-year, which became an important driving force for GDP growth.
It is not difficult to let neon lights light up the night in Dongguan. At present, Dongguan is transforming the periphery of the city center with an investment of over 100 million yuan. In more than a month, the music fountain and light show in the downtown of Dongguan will be unveiled together, and the face of nightlife in Dongguan will be completely new. By then, Dongguan will attract more tourists, and as tourists spend the night, the activity of Dongguan’s night economy will also increase.
However, most of Dongguan’s night economy still stays in the field of material consumption, especially in terms of food. Food stalls, restaurants, and takeout are all booming at night. In the field of spiritual and cultural consumption, Dongguan people like to spend in cinemas most. In recent years, there are more and more cinemas in Dongguan. Basically, there are several cinemas in every town and street. Compared with other cities, the ticket prices of cinemas in Dongguan are relatively affordable.
Compared with Guangzhou and Shenzhen, the shortcomings of Dongguan’s night economy are obvious. There are relatively few high-end cultural and entertainment facilities, and there are few performances by well-known literary and art groups at home and abroad in Dongguan, which makes Dongguan’s night economy basically stay in the field of material consumption and lack more in the field of spiritual and cultural life. Dongguan’s night economy still has great potential to be tapped.
At present, there is only one Yulan Grand Theatre in Dongguan, and high-end cultural and entertainment groups at home and abroad rarely choose to perform in Dongguan. Dongguan people want to enjoy these high-end performances, but also need to often run to Guangzhou and Shenzhen. In addition, the Dongguan Museum is no longer in line with the level of economic development in Dongguan. On May 18th, at the International Museum Day in 2019, Yang Xiaotang, member of the Standing Committee of Dongguan Municipal Committee and Minister of Propaganda Department, revealed that the Dongguan Museum would be rebuilt in the downtown area. After the new building on the tall building is completed, Dongguan people will have more choices for high-end cultural and entertainment activities.
Greater Bay Area’s Night Economy in the Third World
New york Bay Area: new york is a "city that never sleeps" famous for its 24-hour subway, and nightlife has brought it good economic benefits. In September 2017, new york set up a special "new york Nightlife" office, and in June 2018, it launched the first report on new york Nightlife. According to the report, in 2016, the economic aggregate of new york’s nightlife industry exceeded $35 billion, which provided nearly 300,000 jobs and brought $697 million in tax revenue to new york. In addition, during the five years from 2011 to 2016, the average annual job growth rate and average annual salary growth rate of new york nightlife industry were 5% and 8%, respectively, while the city average was 3% and 4%, respectively. The growth rate of the two indicators has exceeded the average level of the whole city, and the catering industry has played the most important role in it.
San Francisco Bay Area: San Francisco’s colorful nightlife is an important driving force for its economic development. According to the data of People’s Daily Online, San Francisco, as a leisure and entertainment center in the whole Bay Area, attracts nearly 80% of Bay Area residents to enjoy nightlife many times every month, and its economic contribution at night accounts for 36%. At the same time, the night economy in San Francisco provided 60,000 jobs in 2015, exceeding the overall employment growth rate; Turnover reached $6 billion, an increase of 43%; The tax revenue was $80 million, an increase of 45%, and all indicators should not be underestimated.
Tokyo Bay Area: Tokyo is not only a pioneer in developing night economy, but also a city with advanced night economic measures in the world. In recent years, thanks to the IP of Midnight Food Store, Tokyo has become a gathering place of night culture. Compared with other Bay Areas, the practice of Tokyo Bay Area, which is located in Asia, may be more instructive for Guangdong-Hong Kong-Macao Greater Bay Area.
In April 2017, Japan established the "Night Economic Members’ Union" to improve the entertainment consumption of tourists. In terms of transportation, it took measures to extend the operating hours of trams and subways and implement 24-hour public transportation on weekends; In terms of security, the Japanese version of the security block certification mechanism was established, monitoring facilities were added, and private security volunteers were mobilized. In addition, government departments will issue reports regularly to change people’s negative impression of nightlife. In order to improve people’s participation, the "‘ 24-hour Japan ’ Promoting the agreement meeting will make the development of night economy reach the state of "the government and the people are United".
Bay area wide angle
Jiang Dong, member of Guangzhou CPPCC.
Developing night economy needs to find the correct cultural orientation
Night economy is not a nightlife in the traditional sense, but a consumption and experience that integrates traveling, enjoying, eating, traveling, shopping and playing. It is a quality and tasteful economic and cultural activity led by urban culture, and it is also the overall embodiment of urban service and management level. If Guangzhou wants to develop a good night economy, it should play a good "cultural card".
Culture is the main line to promote night economy and the starting point of urban development. At present, most cities that develop night economy in China have a clear cultural orientation. For example, Xi ‘an is the ancient capital of the 13th Dynasty, with the Tang Dynasty as the background of urban culture, creating a night economic gathering area such as "Datang City that Never Sleeps". Foreign cities such as new york, whose Broadway performances have greatly promoted the development of night economy.
Guangzhou is one of the first national historical and cultural cities with a history of more than 2,000 years. Whether it was Nanyue State in the Western Han Dynasty, Sui, Tang and Song Dynasties or modern times, it had a far-reaching impact on this city. However, because of its rich and diverse historical and cultural accumulation, it has formed the status quo of non-uniform architectural style, mixed colors, diverse cultural themes and scattered tourist attractions, and economic activities and cultural consumption have not been well gathered and integrated.
Therefore, Guangzhou can activate the history and culture of Nanyue State in the Western Han Dynasty, and shape the cultural main line of "Millennium Capital" as the cultural business card and main color of the city. With the opportunity of developing night economy, Guangzhou can make an overall plan from the top-level design to solve the problems of "scattered and chaotic" and not prominent and distinct urban culture at present.
First of all, on the basis of the existing policies and measures to develop the night economy, Guangzhou should study and issue guiding opinions on developing the night economy, clearly put forward the development goals, tasks, supporting measures and responsibilities of the night economy, strive to create an open, orderly and active night economy environment and innovate the night economy management system. Secondly, define the orientation of cultural theme, and cultivate landmark night economic gathering areas in Pearl River landscape belt, flower city square city living room, Beijing Road pedestrian street, Shamian historical block, Shangxiajiu pedestrian street and other places around the "face and point" planning. Furthermore, we can focus on creating a theme performance with Lingnan cultural characteristics, which will be staged all the year round, so as to enrich the night entertainment resources. At the same time, we should improve the supporting measures for economic development at night and optimize the traffic organization and management in the nightlife gathering area and its surrounding areas.
In a word, leading the night economy with urban culture can improve the level of urban civilization, expand the consumption of cultural products and improve the quality of life of citizens.
Peng Peng, researcher of Guangzhou Academy of Social Sciences and vice president of Guangdong Institute of Comprehensive Reform and Development.
We should pay attention to differentiation in running the night industry well.
Recently, night economy has become a hot topic, and many cities regard it as a measure to stimulate consumption. Secondly, the colorful night economy helps to enhance the image and attractiveness of the city.
For Guangzhou, there are many benefits to developing the night economy. The first is to stimulate consumption and stimulate economic development to a certain extent. The second is to enrich people’s nightlife and improve people’s quality of life. In addition, it can enhance the image and popularity of the city, such as making Guang Zhouta, flower city square, Pearl River Night Tour and Pagoda into city business cards.
At present, with the arrangement of regional layout, Guangzhou may have to make more efforts in the field of night economy to run some characteristic industries better. For example, some theme cinemas can be opened, some long lines can be developed for the Pearl River night tour, and some wide venues can be planned for limited time opening in the bar street. In short, the development of night economy should highlight the characteristics of specialization and differentiation.
Of course, the development of night economy needs to strike a balance between bustling and disturbing people. Such as bar street, it is best to keep a certain distance from residential areas, or limit business hours and decibels on a wide sidewalk. In terms of public transportation such as subways, it is necessary to ensure the lines and shifts. In addition, the environmental impact assessment of each night economic agglomeration area is carried out regularly to listen to the opinions of stakeholders.
(Reporter Wen Chaorong, Wang Wan Li, Wang Na)