Author |Zhiyuanjun
This year's Spring Festival stalls,Consumer markets are booming again.
The so-called Spring Festival stalls refer to the seven days of the Spring Festival. In this year's Spring Festival, that is, between February 10 and February 16, the consumption of tourism has increased significantly, becoming the "handle" of this year's Spring Festival consumption. In 2019, the tourism revenue of the Spring Festival was 531.9 billion yuan, and the total tourism reception in the country was 41.5 billion people. It's hereIn 2024, tourism revenue will be 63268.7 billion yuan, with a total reception of 47.4 billion passengers. It is equivalent to nearly one-third of the country's people are traveling, and same-city tours, domestic tours, and cross-border tours have become popular choices for Spring Festival consumption.
The box office data of the movie also looks good, with a total box office of 8 billion in the seven days of the Spring Festival, and the box office of "Hot and Hot" in 7 days is 2.7 billion, ranking first in the Spring Festival。As of press time, the box office of the film has reached 3.2 billion yuan. However, four movies "Mr. Red Carpet", "Let's Shake the Sun Together", "Huang Pi: The God of Wealth Cat from the Sky" and "Eight Rings: The Nether of the Canopy" were withdrawn, which shows that there are still a lot of problems in this box office distribution.
At the same time,**, luxury consumption in some areas also saw a small upsurge。From February 10 to 16, 2024, Haikou Customs supervised a total of 22 duty-free sales on outlying islands1.4 billion yuan, the number of duty-free shoppers is 26890,000 person-times, with an average consumption of 8,235 yuan.
What is not so good is the real estate marketAccording to data from the China Index Research Institute, during this year's Spring Festival holiday, the average daily transaction area of new houses in 25 representative cities decreased by about 27% compared with the Spring Festival holiday last year. Therefore, it is obvious that everyone's consumption tendency is shifting from real estate to cultural tourism, and the flow of hot money in the market may also change.
At the macro level, the data shows this trend. From the micro level, everyone has their own practical experience, vividly showing the micro psychology of the current consumer market.
Yu Zi Chan randomly interviewed some consumers, who are in all walks of life, have different incomes, and have different feelings about the same market. We've picked out three of the more typical representatives to see what they think.
Xiao Wang: Ordinary staff
Monthly income 1w-3w
Xiao Wang is an ordinary employee of a company who works hard in a big city. In previous years, he would go home and visit relatives during the Spring Festival, but he didn't go back much after the epidemic, and this year is the first time he has gone home after the epidemic. The main consumption at home during the Spring Festival is to buy gifts for parents, gifts for relatives, New Year's money for children, and take parents to eat and drink outside.
He did the math, let's take a look. The first expenditure is the air ticket home, the Spring Festival air ticket is in **, and the round-trip air ticket is about 2000. The second expenditure is money and gifts for parents, 1k plus gifts per person, about 3k. New Year's greetings to relatives cost 300-400 yuan per family. Xiao Wang is not very old, only two juniors, and the New Year's money is not a big one. On the second day of the Lunar New Year, take your parents and children at home to visit the temple fair, spending 1,000. On the third day of the Lunar New Year, I took my parents to a hot spring and spent 2,000. On the fourth day of the Lunar New Year, I took my family to the cinema ** "Hot and Hot", and the movie tickets for the whole family plus eating in the mall cost 1k. The expenditure on travel and entertainment alone has reached about 6k.
"Spring Festival consumption is really a hard expenditure, you can't pay for it."
Provided by the interviewee).
During the epidemic, many people's wages have dropped, but Xiao Wang's salary has bucked the trend**, from 1 in four years3w went up to 3w. But in contrast, the work pressure has increased exponentially, as the company has chosen to cut two-thirds of the department's staff by cutting off employees and raising salaries to save costs. In the past year, Xiao Wang has experienced both physical and mental pressure. Although there is no consumption downgrade, the mood and state have become particularly poor. So the Spring Festival is a rare moment of relaxation for him.
He is still full of worries about the consumption downgrade that everyone around him talked about last year. He knows it well,The reason why he was not laid off this time was because he was still young and his body could hold on, and he was worried that he would not be able to escape the fate of being laid off when he was older, so he was desperately trying to save capital for himself after the age of 30.
Provided by the interviewee).
Although Xiao Wang is working hard in first-tier cities, his family in third-tier cities actually has real estate, coupled with the sharp drop in housing prices, Xiao Wang does not plan to buy a house in a first-tier city. In 2019, a friend of his made a fortune by flipping houses in Shanghai. But then I didn't take it when I saw it, and after the national policy came down, I lost a lot of money, and I am still in debt today. Therefore, the money he saved will not be used to buy a house.
He opened the Little Red Book for Yu Zichan, the number he paid attention toThey are all economic observation numbers of how to invest in small-cost operations, and they often count the daily orders of other people's physical stores or **, so as to reflect the status of the industry。Because Xiao Wang's work is related to the market, he often pays attention to some market data and collects and sorts out some data.
2-3 years ago, I would probably have wanted to open a bubble tea shop in the future. In the first three days of the Spring Festival, when a milk tea shop was opened on Chunxi Road in Chengdu, the daily flow was about 6,000 cups. However, sales in non-core areas will be halved, and it may be less on weekdays. This year, it will not be good, if you can't buy the core area, the business will be very miserable, and you can't sell 200 cups a day. ”
In the past, during periods like the Spring Festival, he would choose to go on a shopping spree. But there is a proverb "If a person has no foresight, he must have near-term worries", soThis year, he chose to save money, except for hard expenditures, all non-essential expenditures were saved to make his own "capital", which can be said to be the best plan for himself
Fynn Jr. Head of Sales
The average monthly income is 3-10w
Fynn Jr. is the sales executive of a foreign company in a first-tier city, and the foreign company he serves is in the top position in the industry, so the development situation is relatively stable. Even in the three years of the epidemic, little Fynn still relied on his past contacts and resources to maintain a stable order business volume. So his income does not fluctuate very much, and has been maintained between 3-10w, and sometimes it can break through 10w.
Because she has been working hard in other places, little fynn, like many people, can only meet her parents during the Spring Festival. Little Fynn chose to take his parents out on a trip, his idea was that his parents were old, and he couldn't stay with him for a long time, so he took his parents out to go around while his parents were still in good health. For little Fynn's parents, domestic travel is no longer new, so they chose South Korea, which is closer.
When traveling in Korea, the main expenses are air tickets and hotels. He didn't take his parents to a big tourist resort like Jeju Island, mainly because South Korea also attaches great importance to the Spring Festival, so the restaurants in Jeju Island are also closed. So he chose to take his parents to Seoul Citywalk, visit Gyeongbokgung Palace, walk the streets and alleys of the city, and feel the taste of being in a foreign country, but déjà vu.
In addition to basic food, housing and transportation, he also bought some goods at the local duty-free shop. "The recent exchange rate of the won has been really low and has gone from 042 fell to 014", plus the benefits of duty-free shops, you can get a lot cheaper than in the country.
A large part of his spending during his travels is also on the purchase of goods. For a group like Little Fynn, his consumption will not be entangled in the amount of money, he will want to spend the money where he needs it more.
Looking back on the changes in consumption in the past two years, Fynn Jr. said that he has changed a lot. Since last year, everyone has been talking about the downgrade of consumption. Although he himself has not significantly downgraded consumption, his friends around him are downgrading. "My friend is a beauty salon, in fact, their store didn't say that business was bad during the epidemic, but now that the epidemic is over, business has become bad. "In the past, every time a brand like Louis Vuitton launched a limited model, it would take weeks to get the product, but now it is available quickly, which means that there are not as many people in the queue as before.
Everyone is holding on to the money in hand more tightly, one is that everyone may really be short of money, and the other is that it may be difficult to make money as quickly as before in a short period of time.
He himself, although there is no obvious downgrade in consumption, butHis spending habits have also changed a lot。In the past, before the pandemic, he would go to the cinema and watch 2-3 movies a week. But last year, he only went to the cinema two or three times. In the past, he basically watched all the Spring Festival movies, but he didn't watch any of this year's Spring Festival movies. "I might go and read Article 20, because my friends around me say it's pretty good, and forget about the rest. "One is that I don't have the habit of watching movies anymore, and the other is that the quality of movies is really not very attractive now.
In the last two years, he has also bought far fewer luxury goods than before. "I used to love those luxuries, but now I don't. He now prefers to do things that broaden his knowledge and enrich his connotation, and reading books and studying Buddhism are his favorite things at this stage of his life. "It is more worthwhile to pursue a kind of 'great freedom' in the spiritual realm than to waste time on bad movies or glamorous luxuries. ”
Later, he plans to go on a spiritual journey to Cambodia to get in touch with the monuments and draw the power of faith from them. He will be more willing to spend money on the cultural field and improve himself later.
Lydia Zhao Producer
The average monthly income is 10w+
This Spring Festival, Zhao has been spending time with his family, without any entertainment and travel expenses. The people around her are watching movies or traveling around with their families, but Zhao glanced at the Spring Festival film list and didn't want to watch any of them, so her Spring Festival files were at home with her family and playing games.
The popularity of this year's Spring Festival tourism market is something that everyone can see, because the consumption of the Spring Festival is just in demand。During the three years of the epidemic, especially in the last year and when it was just opened, everyone chose not to go out or not to go home at all. For many people, this is the first real Spring Festival after the epidemic. Therefore, the consumer market of the Spring Festival stalls is very hot, and everyone is looking forward to using offline meetings to get closer to each other.
Many people around Zhao are traveling abroad, and this way of celebrating the festival was already popular before the epidemic, but it has only been temporarily suppressed by the epidemic in recent years. Over the past year, the "consumption downgrade" that everyone is talking about seems to have disappeared in the Spring Festival.
The same,Zhao's life has not been significantly affected by the consumption downgrade, but the consumption downgrade is really happening around her. "The core reason for the downgrade of consumption is that the expectations for the future economic situation are more pessimistic, and everyone's willingness to consume is also declining. A lot of people were laid off in 2019At the same time, the great leap forward of AI has also brought a new revolution to the production mode。This sense of crisis arises when work no longer needs to be done by humans, and some people will be replaced by AI in the future. In this case, only the deposit can bring a certain sense of security.
Although there is no substantial impact on the level of life, butThe economic situation in the past two or three years is not optimistic, but it has caused her to change her consumption concept. She is no longer keen on soaking in consumption places, so the hot and lively box office of the Spring Festival has nothing to do with her, even the most popular "Hot and Hot" does not arouse her interest at all, and visiting shopping malls is not her interest, she is more willing to spend money on knowledge and self-skill improvement.
Some economics courses).
Buying books and attending lectures has been the theme of her consumption for more than a year, and she believes that all entertainment products are not as real as the growth of knowledge. The growth of knowledge can expand the boundaries of cognition, so that people can know their own shortcomings, so as to find new opportunities. Three years have passed since the pandemic, and everyone's self-perception has gradually freed from the bubble brought about by the booming pre-epidemic and realized their true selves. Therefore, it gradually fades away from the glitz brought by consumption and faces itself, which is a change in the attitude of high-cognitive people.
Through interviews, we found outPerceptions are changingBehind the flow of more money to cultural tourism, it may be that the desire to change oneself in the new environment is further increasing, and people hope to expand their cognition of the surroundings as much as possible through contact and understanding of culture and knowledge, and pursue the improvement of spiritual realm and self-ability. Compared with the previous most of the money on housing, people in the new situation pay more attention to themselves, and consumption tends to be more rational.
The hot money is fading, and reason and culture are starting to return.