Where to go in Guangzhou? Go to the cultural tourism destination "Beijing Road-Haizhu Square Business District", a world-class cultural tourism landmark and Lingnan cultural experience place "Canton Tower-Padai Food Gathering Area", or go to the Xiguan intangible cultural heritage and folk customs block "Shangxiajiu-Yongqingfang Business District", or the world-class diversified cultural, business, tourism and sports integration venue "Tianhe Road Business District"?
On the evening of April 22, the 2024 "Young City Yeah City" (homonym "Yangcheng Night Market") Guangzhou night consumption season was officially launched, announcing the "food +", "tourism +", "art +" and "culture +" tricks and plays, injecting more possibilities into Guangzhou's colorful nightlife. At the launching ceremony, the first batch of 15 metropolitan-level Yangcheng Night Market Pilot Zones in Guangzhou were also unveiled for the first time.
The scene of the event. Photo by reporters
15 metropolis-level Yangcheng Night Market Pilot Areas were unveiled
On the evening of April 22, the launching ceremony of the 2024 Guangzhou Night Consumption Season was held on the platform on the second floor of the Canton Tower.
It is reported that the world-class cultural tourism landmark and Lingnan cultural experience place - Canton Tower-Padai Food Gathering Area is one of the first 15 metropolis-level Yangcheng Night Market Pilot Zones jointly identified by the Guangzhou Municipal Bureau of Commerce, Municipal Public Security, Transportation, Culture, Radio and Tourism, Market Supervision, Urban Management and other departments in the early stage, and is a characteristic representative of Guangzhou's night consumption business district.
At the launching ceremony, the first batch of 15 metropolitan-level Yangcheng Night Market Pilot Zones were unveiled for the first time. Zhong Zhaohui, president of the Guangzhou Night Economic Development Federation, said that in the next three quarters of this year, more than 1,000 activities will be launched in these pilot zones to enrich the city's nighttime consumption supply.
According to Wu Chuankun, chairman of the vice president unit of the federation, Yingshang Tech, released the "2024 Guangzhou Night Economic Development Report", according to him, Guangzhou ranked fifth in the top 10 national urban night consumption index in the first quarter. In the first quarter of 2024, the number of new stores of high-end sub-brands (S/A level) in Guangzhou will reach 125, ranking first in the country, and the growth of Guangzhou shopping malls will reach 4.2 million square meters in the next three years, second only to Shanghai, with a sufficient commercial foundation.
Wu Chuankun said, "The first batch of 15 Yangcheng Night Market Pilot Zones have gathered many benchmark commercial projects in Guangzhou, which not only provide diversified consumption scenarios for the development of Guangzhou's night economy, but also will be a solid 'commercial soil' for the continuous innovation of Guangzhou's night economy, and the diversified development of the night economy in a modern international city is easier to take root and grow." ”
Courtesy of the Organiser
The event summarized and reviewed the 5-year development history of "Young City Yeah City", and released the new gameplay of "1+15+N" in 2024, namely 1 launching ceremony, 15 Yangcheng Night Market Pilot Zone linkage promotions, and N topic activities. This year's Guangzhou Night Consumption Season will run throughout the year, with different themes and different ways to play each season, showing the charm of Guangzhou at night in an all-round and three-dimensional way.
Wang Xiaohua, a first-level researcher of the Guangzhou Municipal Bureau of Commerce, said that this year is the first year of Guangzhou's "second entrepreneurship" and "12 years of hard work to rebuild a new Guangzhou", and it is also the 5th anniversary of the night consumption season of "Young City Yeah City", with the government and the market "two hands" We will make efforts in the same direction to further optimize the development environment of the nighttime economy, strengthen the construction of nighttime characteristic business districts, hold a variety of nighttime consumption activities, promote the accelerated development of Guangzhou's nighttime economy, and set off a continuous nighttime consumption boom in the city, and welcome domestic and foreign consumers to come to Guangzhou to experience the charm of Guangzhou at night and share the colorful feast of Guangzhou.
Courtesy of the Organiser
Guangzhou Nighttime Economic Development Federation was established
At the launching ceremony, the Guangzhou Night Economic Development Federation was officially announced. The federation is composed of urban business districts, commercial complexes, night-time merchants, platform enterprises, market empowerment resource enterprises, industry expert consultants and other institutions, and has developed from 3 initiators to more than 400 member units at present.
It is reported that during the night consumption season, the Federation will coordinate the launch of a series of activities such as "Young City Ye Food", "Young City Ye Entertainment", "Young City Ye Run", and night music market, integrating financial institutions, online platforms, media organizations, catering, entertainment, sports and other enterprises, focusing on the Yangcheng Night Market Pilot Zone, connecting the city's business district complex, and driving the city's business district consumption.
UnionPay, Bank of Guangzhou, Asia Noodles, Meituan, Winshang.com, Nandu Aoyi.com, Decathlon and other enterprises, as the first batch of relevant enterprises to participate in the construction of the "Business District Empowerment Product Matrix", also demonstrated their empowerment measures at the launching ceremony.
For example, Guangdong UnionPay and Bank of Guangzhou set up a "comprehensive payment and innovative financial service point for overseas Guangzhou" to jointly carry out themed marketing activities; Meituan launched a model of "business district beauty broadcasting cabin" at the launching ceremony, and cooperated with Tao Taoju to carry out live broadcasts, and the next step will be to promote it to key business districts and open "business district night broadcasting"; Guangzhou Communications Group launched the Young City Yeah Guangzhou night cultural tourism project, launched the "bus + brand" model, and linked with the business district to build the Young City Internet celebrity bus station.
The scene of the event. Photo by reporters
Night test x Little Yellow Duck IPRUN Hi over the city
At the launching ceremony, Nandu and Aoyiwang launched the "Night Trial Tide Play Festival x Little Yellow Duck IPRUN Carnival" project to empower the diversified economic development of Guangzhou's business district. It is reported that the night test is the country's first vertical IP focusing on the development of the city's night economy created by Southern Metropolis Daily, which was born in 2019 and is an innovative attempt by Southern Metropolis Daily to give full play to the value of intelligent media in the commercial consumption sector.
With the help of innovation and multi-dimensional linkage, the "Night Trial" integrates multi-dimensional consumption experience scenarios such as offline night shopping, night eating, and night rewards, and launches the offline activity brand "Night Trial Tide Play Festival", linking multiple resources to create a night economy demonstration block, boosting people's night consumption, and aiming to bring back the happy nightlife of urban people.
The scene of the event. Photo by reporters
At present, the "Night Trial" has held the Night Economic Development Conference for four consecutive years, outputting the report on the development of the night economy in the urban area, giving full play to the value of intelligent media, providing unique value for decision-making reference for government regulatory departments, and implementing "media + government affairs"; launching the first season of the Night Trial Tide Play Festival "Bagua Yeah City", gathering more than 35 popular shops to help build a "night economy consumption block" and supporting young entrepreneurs, and initiating the "Putting the Stories of 100 Technology Players into the Park" to create a popular science into the park—— Gongming Honghuashan Park night test science and technology tide play camp series activities, etc.
This time, the Southern Metropolis Daily made another effort to test the IP at night, and linked B.DUCK to jointly create a series of brand co-branded activities such as Happy Run + Market + Music Festival + Pop-up Store + Game Interaction, and used the long-term IP of the night trial tide play festival to build a platform, gather resources, and promote cooperation, so as to attract consumer customers, attract high-quality brand resources, and detonate the urban cultural tourism boom for the urban area. At the same time, with the appeal and influence of well-known IP and celebrities, it will drive the upsurge of national fitness and parent-child interaction, and at the same time help local brands to exhibit and create a phenomenal brand activity festival for the urban area.
At present, the Little Yellow Duck IPrun activities have been launched in Dongguan, Shenzhen, bringing a different activity experience to amateur runners and parent-child families, which not only ignites the national sports craze, but also introduces a large number of tourists to the urban area with a series of supporting activities, forming a local consumption festival phenomenon.
According to reports, the IP RUN series can also continue to unite major brands to innovate and create more themed festival forms such as electronic music festivals, intangible cultural heritage festivals, national tide festivals, and e-sports festivals, so that citizens and brands in the entire Greater Bay Area can participate in it, and create a series of long-term IPs that build platforms, gather resources, and promote cooperation.
Written by: Aoyi News reporter Liu Jie