(Jiang Yanxin Photography)
On the early spring night in Beijing below zero, the crowds of popular business districts are full of enthusiasm. As the highlight of business marketing, Valentine's Day, whether it is catering or entertainment this year, I am afraid that people will feel "a little expensive". In the context of the normalization of the epidemic, this Valentine's Day, which has been ridiculed by flower sellers as "the highest spending price in ten years", is emitting a new flavor of consumer rationality.
In 2022, the day before Valentine's Day in the Year of the Tiger, coinciding with the weekend, there was a heavy snowfall in Beijing, and sanitation workers were everywhere on the roadside sprinkling salt on the ground, hoping to make the snow melt faster so as not to delay pedestrians and motor vehicles. But the heavy snow did not stop people from going out. On February 13 and 14, the reporter of China Times visited the Sanlitun and Xidan business circles in Beijing, and in the process of visiting, the reporter found that it has become a major trend for young people to choose to play tide food during the holidays.
Tide play hot tides
On February 13, at the entrance of Sanlitun North District, the team scanning the code to measure the temperature was in an orderly manner, and a woman asked the staff if she had just returned to Beijing and had not had time to do nucleic acid, whether she could go in, but got the staff but denied. The staff told reporters that like this just returned from the field, there are many people who come to shop without doing nucleic acid, the regulations do not do nucleic acid is not allowed to go in, today and usually more than a lot of people, Saturday's flow of people than today, he alone is responsible for a door can have seven or eight thousand people.
New Year symbols can be seen everywhere on the side of the road, telling everyone that the Spring Festival has not completely passed, Starbucks is full of customers, and the street photographers on the roadside are looking for beautiful women while holding up their cameras to prepare for the momentum. There is a long queue in front of the internet celebrity cake shop not far away.
The "cake scalpers" next to the line shouted loudly, attracting the attention of the queuers, and the arrival of a couple made the scalpers start to "sell goods", and under some sales, the couple spent 250 yuan to buy four boxes of cakes. This price also counts the queue fee for scalpers. A scalper told reporters that this store is one in Beijing, selling cakes and steaks, from the opening of the very hot, there are many people come to their home packaging bags, the provisions of each person per time limited to 150 yuan.
On the evening of February 14, the reporter visited Xidan Joy City, and once again found that the tide of food and tide play won the hearts of consumers, parents in the Lego store on the first floor were picking blocks for their children, and the big friends in the bubble Mart store next door were also choosing their favorite products. In contrast, LEGO and Bubble Mart became the two most trafficked stores on the first floor of Joy City.
In recent years, the rapid development of the tide play format represented by the blind box, Ai Media Consulting data shows that during the period from 2017 to 2020, the market size of the mainland tide play blind box industry has increased from 8.38 billion yuan to 29.48 billion yuan, and it is expected that the industry market size is expected to reach 57.46 billion yuan by 2023.
Z era consumption to please themselves become the mainstream, tide play brand is also developing rapidly, in addition to the bubble mart that has been listed, the TOP TOY under Chuangyoupin, the IP station under B station, the Jiumu Miscellaneous Goods Society under Chenguang Stationery, and the 52TOYS with many IPs are also favored by capital.
For the competition pattern of China's tide play market, Soochow Securities released a research report last year, showing that the market is relatively fragmented at this stage, with less than 20% of China's trendy toy retail market CR3 in 2019, compared with Japan (48.0%), South Korea (20.9%), Singapore (35.9%), the concentration is significantly lower, and the market share of the leading bubble mart is only 8.5%.
However, in addition to the offline traffic settlement with the tide of playing tide food, the offline clothing retail that was once known as the "e-commerce fitting room" did not have much popularity. In Sanlitun, the reporter observed that the fast fashion brand H&M in the center of the business circle, few people tried it on, and there were occasional buyers in the north store of the down jacket brand. In Xidan Joy City, compared with Lego and Bubble Mart, lululemon, Uniqlo, Li Ning, MUJI and other stores have only seen a few consumers selecting clothing.
In addition to clothing retail, offline electronic consumption is not a crowded area. In front of the electronic product sales counters such as Samsung, Honor, Microsoft, vivo and other electronic products on the 4th to 5th floors of the Great Leap, customers only walk by, and there are very few consumers who stay.
Catering becomes the biggest winner
Compared to the hot food tide, the desertion of traditional clothing, catering or the biggest winner.
Xidan Joy City's restaurant entrance, everywhere can see the door of the customer, 6 floors, 7 floors are the most crowded floors in Joy City, the reporter found that compared to the tide of food tide play store in the young group, the restaurant door queue of consumers are of all ages. Outside a Beijing roast duck brand store, a customer who has been waiting for an hour told reporters, "I have been queuing for an hour, and now I can't change it if I want to change one, and there are so many people at each door." ”
The same is true of the dining area in Juntai Department Store, where crowded aisles are filled with queues, and xibei noodle village, yunhai cuisine, and banu hot pot restaurants are also full of customers.
Outside the Xiang xiang store under the banner of sipping and feeding, there are not many people waiting in line around 8 p.m., a lady who is waiting for a seat told reporters that I have been in line for 80 minutes, and now there are more than 10 people in front, and the screen on the side shows that there are 57 waiting tables at the small table and 8 people in the middle table.
The "China Times" reporter learned from Xiang Xiang that on Valentine's Day, its revenue and turnover rate were much higher than usual, and the consumers who were accompanied by 2 people accounted for more than 75%. In addition, this reporter learned from Haidilao that on February 14, Haidilao Sanlitun Soho store received more than 400 tables of customers throughout the day, especially during dinner, and 70% of the consumption was a small table for two.
In addition to catering, the new tea brand store is also a large crowd gathering place, the most conspicuous milk tea brand in Joy City is Naixue's tea, meituan APP shows that at 6 p.m., joy city crowds reached its peak, around 7 o'clock Naixue's tea is still almost full.
"China Times" reporter learned from Nai Xue that on Valentine's Day, the highest sales of Nai Xue's tea Beijing store is Beijing Xizhimen Kaidemao PRO store, the heat of the tea brand can be seen everywhere in Joy City, or related to the geographical location, Juntai Department Store 5 floors a little bit did not eat the benefits of Valentine's Day, the reporter learned that on Valentine's Day, the store takeaway orders in about 40 singles, self-picked orders in about 40 singles.
Cinema crowds are reduced
As an after-dinner entertainment project, movies are an indispensable part of it.
The 2022 Spring Festival file that just passed was considered to be the "most expensive in history", and the box office stayed at 6 billion, compared with the total box office of 7.8 billion yuan in last year's Spring Festival file. Maoyan data shows that the total number of tickets issued during the Spring Festival is 114 million, and the total number of moviegoers is 114 million, a year-on-year decline of 28.1% compared with 2021.
For the high ticket prices of cinemas, the official website of the China Consumers Association also released the "Spring Festival Consumer Rights Protection Public Opinion Analysis Report" (hereinafter referred to as the "Report") on February 15, pointing out that "the structural problems of excess screens and content shortages in the film market, the multiple practical challenges of epidemic fluctuations and policy impacts, forcing theaters to alleviate the dilemma of cash flow shortage by increasing ticket prices, may be understandable from the perspective of short-term stop losses in the industry, but the fact that the number of moviegoers generally decreases and the frequency of movie viewing continues to decline." However, it shows that the simple dependence on fares is tantamount to exhausting fishing and drinking doves to quench thirst. ”
It is worth noting that after the high ticket price caused social controversy, on February 6 and February 7, movies such as "Sniper" and "Chosin Lake's Water gate Bridge" successively announced price cuts.
During the visit, the reporter observed that compared with the crowded catering area, the Capital Cinema located on the 10th floor of Xidan Joy City was slightly deserted. After entering the 10th floor, there are more than 10 moviegoers queuing up in front of the ticket machine to collect tickets. One of the moviegoers told reporters that what he chose to watch today was "Ten Years of Wen Ruyan", a ticket just bought yesterday. The reporter observed that the ticket price of this movie in this time period is only 38 yuan, which is quite cost-effective compared with the hundreds of movie ticket prices in the Spring Festival file.
"Today's schedule is still dominated by movies from the Lunar New Year, "The Water gate Bridge of Chosin Lake" has the most films, and today there are more people who choose to watch "This Killer Is Not Calm"." The staff of the capital cinema said that perhaps because it is Valentine's Day, there are not many couples who choose to watch "Ten Years of Warm Words". Then the reporter said that now after buying a ticket, the staff asked the reporter whether there was a member of the cinema, and the reporter said that there was no, and suggested that the reporter would be cheaper to buy online.
Maoyan Professional Edition data shows that the total number of national screenings on Valentine's Day was 434,300, the total number of tickets sold was 12.32 million, the average ticket price was 43 yuan / ticket, and the total box office was 527 million yuan, compared with 282 million yuan the previous day. On February 14, the highest-grossing movie in the country was the newly released "Ten Years of Wen Ruyan", with a total box office of 143 million yuan, ranking first, the second place was "Chosin Lake's Watergate Bridge", the day's box office was 107 million yuan, the third place was this "This Killer is Not Calm", the box office of the day was 97.27 million yuan, and the highest attendance rate of the three was "This Killer Is Not Calm".
This Valentine's Day box office data, compared with the same day in 2021, is somewhat lonely, Maoyan Professional Edition shows that on February 14, 2021, the total box office was 1.472 billion yuan, the total number of tickets sold was 29.33 million, and the average ticket price was 50.1 yuan. On that day, the first place was "Detective Chinatown 3", with a box office of 750 million yuan.
Under the epidemic, all walks of life affected are also in the process of gradually thawing, but it may take more time to recover to the pre-epidemic situation.
Responsible Editor: Huang Xingli Editor-in-Chief: Han Feng