New Economy Observation丨Young people "catch up with the big market" has become a trend, and "local consumption" has become a new driving force for economic growth

Cover News Reporter Zhang Yuexi

From the tourism "special forces" that "flashed" in major scenic spots, to the "CityWalk" that "measured" the city, and then to the "big set" of one-stop "eating, drinking and playing"... Since the beginning of this year, driven by young people, new lifestyles have continued to innovate, injecting new momentum into consumption growth in various places. On December 6, the reporter learned from the local life platform that, according to the platform data, "catching up with the big market" has quietly become a new way of entertainment and leisure life for young people this year, and a large number of young people from all over the country rushed to the market, which greatly drove local consumption.

Beijing's Daliushu Guanxin Market is crowded with young "market catchers" every weekend. "The big willow tree is really a treasure, only what you can't think of, and what you can't sell without it. I just wanted to go and see it, but I didn't expect to return with a full load!" Li Ting, who went to school in Beijing, told reporters that she found various treasures such as this year's popular "energy crystal bracelet" in Guanxin Market, and also tasted local specialties such as "fried sausage" and "old Beijing hand-rolled noodles", and "experienced the life of old Beijing".

Young people are keen to catch up with the market (Source: Internet)

Like Li Ting, on social media, consumers from all over the world are sharing the local shopping markets. Data from Meituan and Dianping show that since the beginning of this year, the search volume of keywords related to "bazaar" has increased by about 100% year-on-year, the number of reviews and notes on Dianping has increased by 91.2%, and the number of comments has increased by 99% year-on-year. Shanghai, Chengdu, Changchun, Xi'an, and Changsha are the top five cities in the search. Among them, consumers aged 20 to 35 accounted for the largest proportion, reaching 73.4%.

In Hangzhou's Tianmuli Market, taste the western Zhejiang's characteristic "chicken cake", do handicrafts, and shop for nails and cotton bags in Chengdu's Wangping Street Market... Catching up with big markets and visiting markets has become one of the most popular consumption activities for young people.

The consumption boom of young people has also driven the enthusiasm of market merchants around the country. "As soon as the trunk is opened, the promotional curtain is hung, and the goods on the table are placed, you can go out of the stall. A handmade goods seller in Beijing said that the trunk market was a highlight of the year, as it was flexible and convenient for stall owners to design. At her booth, many consumers were attracted by her ingenious design of "ethnic style" jewelry, and the sales volume could reach up to three or four thousand in one night.

According to the owner, the number of merchants in the market has also increased significantly since the beginning of this year due to the large increase in customer traffic, "It is estimated that there are at least half more merchants than before."

On social media platforms, local characteristic markets are popular among consumers (Source: Dianping)

Flowers, birds, insects and fish markets, cultural toys and bracelet markets, second-hand bags and clothing markets, all kinds of characteristic markets are not only varied, but also have a variety of themes, which not only effectively meet the novelty of young people, but also allow more consumers to fully appreciate the consumption characteristics of various places.

In order to facilitate consumers to "catch up with the big market", various social media platforms have also launched products such as "market list" and "market planning" according to the user's evaluation to help consumers formulate market routes according to their own preferences.

The list of "Market Hot List" in Chaoyang District, Beijing, launched by a platform

A market merchant said: "The market is a local comprehensive market, where you can see daily necessities, second-hand items, cultural toys, and places to eat local snacks at the same time, and there are many types of choices." Children often follow the route pointed out on the Internet, specifically to experience the local characteristics, saying that 'the market is the easiest place to experience folk customs'. ”

Industry insiders pointed out that behind the popularity of the bazaar is the rising trend of local consumption. "The market has a distinctly local character, and compared to the stores in large supermarkets, the small businesses in the market are more flexible and open, and can respond more quickly to market demand and changes. "Driven by Internet social media platforms, more and more local consumption forms are growing rapidly in recent years and have become a new force for economic growth in various places." ”