On December 29th, it was an important day for Li Jing, a post-00s Dongguan girl - in the first row of Area B of the Dongguan Basketball Center, she witnessed the jersey retirement ceremony of "big brother" Yi Jianlian. More than half a month ago, she grabbed the ticket with her strength with nervousness. "I feel like I've practiced so many times a year, just for this 'silky' ticket grabbing, I'm so happy. ”
Hong Kong Red Stadium, Guangzhou Gymnasium, Shenzhen Spring Cocoon, Dongguan Basketball Center ......Listening to concerts and watching basketball games, this year, Li Jing's footprints are all over the Guangdong-Hong Kong-Macao Greater Bay Area, and her life is colorful. But Li Jing, who is careful about budgeting, was pleasantly surprised to find that this year's expenses were a little less than last year's when she settled the accounts at the end of the year.
Turning over Dongguan's economic account this year, consumption occupies a place: the "May Day" holiday ranks among the top ten most popular travel destinations in the country, and tourism revenue increased by 87% year-on-year04%；Among the major consumer markets in Guangdong, Dongguan's "Double 11" purchasing power increased the highest year-on-yearFrom January to November, the total amount of social consumption in Dongguan increased by 3 percent year-on-year3%, of which the growth rate of turnover of the accommodation industry reached 152%, the turnover of the catering industry increased by 122%, cosmetics and communication equipment increased most prominent......ly
During the National Day holiday, a business district in Dongguan is weaving.
One end is connected to the macro economy, and the other end is connected to the good life of thousands of households. Between rational money-saving and perceptual consumption, young people like Li Jing have found a balance, not only to spend money happily, but also to "spend money on the blade", which also shows the new trend of consumption - service retail stimulates consumption potential, and consumers pay more attention to quality and quality.
n reasons to visit a city.
In Dongguan, tourism is no longer a simple sightseeing experience, but a multi-dimensional experience that deeply explores the city's culture and lifestyle.
In the roast goose shop in Hengling Village, the roast goose legs were sold out before half past twelve, and Xiao Xu from Shenzhen did not catch up with the last wave, so he could only retreat. 7 kilometers away, every holiday, once there is a ball game or concert day, less than four o'clock in the afternoon, the road outside the Dongguan Basketball Center begins to be congested.
The cultural tourism industry that has been silent for three years is blooming everywhere, from food bloggers visiting the shop to roasting goose to fans and friends coming from afar to watch the game, there are thousands of reasons to visit a city, and Dongguan's cultural tourism boom is in the ascendant.
Huang Qing, a post-95 girl, is a "frequent visitor" of the Dongguan Basketball Center, and since the beginning of this year, she has watched 5 concerts here. He also smiled: "I've watched 10 football games here this year, although it's a bit like "revenge" consumption, but I can see the team I like, it's all worth it." ”
Post-00 Xiaolian (first from right) has watched 10 football games this year.
As a consumption "position" for young people, large-scale cultural and entertainment activities such as concerts and ball games can be described as "walking GDP", which not only directly drives the development of the upstream and downstream of the industrial chain, but also drives the benefits of peripheral industries such as hotels, catering, tourism, and cultural creativity.
According to data from the China Performance Industry Association, in the first three quarters of this year, there were 1,137 large-scale concerts and first-class festivals across the country, with 11.45 million spectators, and an average cross-city viewing rate of more than 60%, which had a significant effect on the surrounding comprehensive consumption. Among them, the main consumer force is the young people aged 18 to 34, and in the consumer group structure, the post-00s have gradually become a major force.
The audience of the Dongguan ** Festival.
In this city of youth with an average age of only 34 years old, different from the traditional "buy, buy, buy", "spend money to enjoy a beautiful journey, a hearty ball game, and a relaxing performance" has become the choice of more young consumers.
The emotional value of consumption is also important. Li Jing smiled, "It's too hard to go to work, and you can be happy when you spend some money to watch a concert to recharge." ”
The scene of the concert held at the Dongguan Basketball Center.
In the answer under Zhihu's "Why do people love to go to concerts", some people say that "the happiness brought by listening to concerts can last for a long time", which explains why even though rational consumption has become the mainstream, there are still people who are willing to spend a lot of money to listen to offline concerts. In line with the "2023 China Consumer Trend Report" released by Zhimeng Consulting, it is a new trend to enhance consumers' sense of participation and experience.
Work early and walk late, and the night economy is on fire.
As night fell, the BOX basketball alley outside the Dongguan Basketball Center ushered in another wave of crowds, and people on the third and outer floors sat in front of the LED screen, watching the real-time broadcast of the game. Putting your eyes on the central city, with the synchronous lighting of the city street lights, Dongguan First Avenue ushered in the first wave of guests, drinking coffee and milk tea, listening to outdoor ** meetings, and feeling the nightlife.
With the index of "first store, ** concept store", Dongguan First Avenue has attracted a number of world-class consumer brands to settle in Dongguan and open their first store. According to the Report on the Influence of China's Urban Night Economy (2021-2022), the night economy has become an emerging space-time field for the transformation of urban functions in China, and is the "golden key" to leverage consumption and boost the economy.
In fact, the night economy has been developing in Dongguan for a long time. From the first generation of "Internet celebrity" Guangming Market to the night market around Humen Island, they once led the trend of night consumption. Subsequently, more standardized business districts and bazaars took over the baton, continuously expanding the connotation of enriching the night economy, shifting from shopping to comprehensive experiential consumption, bringing new consumption potential.
Dongguan Yuyuzhou Night Market is very lively.
As a building the average age is only 33In the 4-year-old city, "morning work and evening walk" has long been the daily life of young people. According to the "Research Report on the Vitality of Dongguan Business District", among the consumers in Dongguan business district, the post-95 generation accounts for 145%, post-85-95 accounted for 485%, and young consumers account for more than 60%.
Ms. Lin is one of them. Ms. Lin, who just graduated from college this year, took advantage of the weekend to try on clothes with her friends at the newly opened Korean fashion brand Chuu in Hyde Huiyi City. ”
Looking inward, the potential for consumption upgrading largely comes from the strength of industrial developmentLooking outward, the enhancement of consumption vitality is closely related to the attractiveness of cities and the consumption power of young people. Where there is demand, there is a market, and where there is money, there is a place to spend.
The first store continues to settle in Dongguan, increasing the shopping choices of citizens. The relevant person in charge of the Dongguan Municipal Bureau of Commerce said. One-stop experience of the "multiverse" of the night economy can be realized in Dongguan's large business district.
Previously, the Dongguan Municipal Bureau of Commerce and Beijing New China Business Data Technology Research Report released the "Dongguan First Store Economic Development Research Report" pointed out that Dongguan is the main market for brands in first-tier cities such as Guangzhou and Shenzhen, and has maintained a rapid growth rate of the first store. According to the data, a total of 148 first stores will be introduced in Dongguan in 2022. A steady stream of new first stores have been stationed, providing consumers with more consumption scenarios and consumption carriers, and also rejuvenating the night economy.
According to the 2023 Dongguan Nighttime Economic Development Report released by Meituan in May this year, Dongguan's nighttime consumption index is 11753. Ranked third in the same type of cities (22 cities in the province), among different categories of night consumption, the night consumption amount of night food accounted for the largest proportion of total night consumption, accounting for 792%。
Paying for domestic products starts with reverse consumption.
In addition to the recovering cultural tourism industry and the emerging night economy, in many surveys of China's consumption trends in 2024, it can be found that the most mentioned words by consumers are rational consumption and saving money.
Judging from various data, compared with the past, Dongguan's consumption recovery in 2023 is based on a more solid foundation, and high cost performance, quality and high quality are expected to become the driving force for a new round of consumption recovery.
Young people are never ambiguous when it comes to the skill of spending money. When the pursuit of big brands returns to rationality, "quality" becomes "friends" with consumers under the precipitation of time, and good-looking and easy-to-use products are more favored.
It's not that big foreign brands can't afford it, but domestic products are more cost-effective. Li Jing used the recent hot stalk to ridicule her consumption changes this year.
This also coincides with the general trend: according to data from the China International Electronic Commerce Center Research Institute, 11 of the top 20 brands in the ranking of online retail sales in all categories of this year's "Double 11" are domestic brands. Taking Tmall data as an example, as of 0:00 on November 11, 402 brands had exceeded 100 million yuan, and more than half of the domestic brands entered the "100 million yuan club".
In Dongguan, young people also have more money-saving cheats - Dalang's wool weaving, Dalingshan's furniture, Houjie's leather bag and shoe industry, Humen's clothing ......The "factory store" with direct delivery from the source and the high-quality and inexpensive products are good-looking and "buyable", and have become the preferred shopping place for savvy consumers.
This is the best place to be!Miss Wang, who lives in Nancheng, Dongguan, took advantage of the end of the year to go to the clothing wholesale markets in Humen and Dalang with friends and family to buy some seasonal clothes, "You can't buy a sweater for 100 yuan in a specialty store, but now you can easily buy two or three pieces." ”
Renting instead of buying is also a good way for young people to save money. There is pressure to "get the full amount", and there is no need to "buy in installments", and if you don't want to "go into debt", it is better to spend the least amount of money and get more experience through leasing.
Many of my classmates like to rent equipment, and the cost of buying a brand new camera is too high, and it is easy to 'idle', so it is good to rent one to meet the current needs when you need it. Chen, a student majoring in radio and television at Dongguan Institute of Technology, introduced that in the WeChat group of this major, several classes of students were gathered, and everyone rented equipment from each other, stabilizers, fill lights, radios, diffusers, ......It only costs a few tens to hundreds of yuan a day. In the eyes of young people, it seems that everything can be shared. Renting instead of buying not only has more consumption options, but also makes the best use of things to achieve mutual benefit and win-win results.
With the new year just around the corner, young people in Dongguan are already preparing a more "money-saving" consumption list, for whom rational consumption brings a better life: "It's not what you consume, it's what you get. ”
Planning] Guo Wenjun.
Written by Photography: He Qiying.
Partial ** provided by respondents.
Author] He Qiying;Guo Wenjun.
*] Southern Press Media Group Nanfang + client.