A few days ago, Meituan, Ele.me and other platforms successively released "May Day" consumption reports, analyzing the new trend of holiday consumption from the perspective of "eating, drinking, playing and traveling".
The consumer market around the country "ran out" of acceleration
"Could it be said that 100 million people have come to every city", "it is difficult to find a 'room' in a popular tourist city", "the number of online reservations for dine-in restaurants has surged", ...... During this May Day holiday, residents have a strong willingness to travel and enthusiasm for consumption. According to Meituan data, from May 1 to 3, the country's local life service consumption increased by 25% year-on-year, with Shanghai, Beijing, Shenzhen, Chengdu and Guangzhou ranking among the top five in the country, and the number of dine-in orders for restaurants nationwide increased by 73% over the same period last year. "Taste bud tour", "county tourism" and "trendy gameplay" have become new consumption trends during this year's May Day holiday.
This holiday, "taste bud tour" is a popular choice for young people to travel, driving the hot consumption of catering around the country. According to Meituan data, in the first three days of the holiday, the number of dine-in orders for restaurants nationwide increased by more than 73% compared with the same period last year, and some restaurants queued for more than 1,000 tables. Among them, Chengdu, Hangzhou, Beijing, Chongqing and Shanghai are among the top five cities in the country in terms of dine-in orders for non-local tourists.
With the improvement of infrastructure and the improvement of tourism reception capacity, county-level tourism is also attracting more and more consumers. Judging from the number of accommodation bookings during the May Day holiday, Fuzhou Pingtan, Huizhou Huidong, Guilin Yangshuo, Shangrao Wuyuan, Huzhou Anji and other counties are in the forefront of popularity, attracting tourists from all over the country.
In Zhengding County, Shijiazhuang, Hebei Province, which has recently exploded, the number of accommodation bookings of foreign tourists in the first three days of May Day increased by 2.2 times month-on-month.
In terms of customer groups, young people are indispensable for treasure city tourism. When young tourists have gradually become the main force in the tourism market, they pay more attention to the cost-effectiveness of travel and personalized travel experience, so as to promote the continuous promotion of small city tourism.
What else is there to play during the holidays? This generation of young consumers gave a new answer - "special forces" style play and check in during the day, and walk into a foot massage shop at night to lie down and relax. Changsha, Hunan Province, one of the top 10 popular destinations for the May Day holiday, is home to more than 15,000 foot massage parlors, and many of them have more food options on their menus than massage services, and some consumers even queue up for 8 hours just to experience local snacks while pinching their feet.
With the increase of young people's social needs, this holiday, they are no longer obsessed with the "distance" in spatial distance, but choose to discover trendy gameplay in the city and its surroundings for in-depth experience. At the Sinan Mansion in Shanghai, the "Shanghai Book Fair|Sinan Beautiful Bookstore Festival and Coffee Season" came as scheduled, and many young people who love books and literature and art experienced the relaxation and joy of the holiday in the aroma of coffee.
Industry insiders said that the popularity of tourism continues to rise, the "fireworks" rise at night, and the trendy gameplay emerges in an endless stream, showing the vitality of the holiday consumer market. As the consumption potential continues to be released, it will help further expand domestic demand and help the economy develop better and more steadily.
"Relaxation" over May Day has become a new trend
"Let's go", "travel lightly", "free supper", ...... The "2024 May Day Consumption Report" released by Ele.me shows that young people's May Day holiday is becoming more "relaxed".
How "relaxed" can young people be when they travel? Suitcases are bought on the go, and necessities and specialties are delivered directly to the train station. During the May Day holiday, searches for Ele.me "suitcases" increased by 100% week-on-week, and takeaways delivered to train stations increased by more than 60% week-on-week. In scenic spots, parks and hotels where tourists are concentrated, Ele.me's takeout volume increased by more than 50% week-on-week. Among them, the takeaway volume of maternal and child products increased by 215%, and the takeaway volume of daily necessities, beauty and personal care and clothing increased by more than 100%.
The pursuit of relaxation has led to the "20-minute park effect", and it has also led to the fire of many third- and fourth-tier cities suitable for "slow travel". Judging from the month-on-month increase in the takeaway volume of Ele.me scenic spots and hotels, on May Day this year, the popularity of Yanbian, Datong, Dazhou, Pingxiang, Guigang, Rizhao, Quzhou, Beihai and other cities has increased significantly, and the takeaway volume of scenic spots and hotels has increased by more than 80% month-on-month, of which the takeaway volume of tourists in Yanbian has increased by more than 120% week-on-week.
The May Day holiday allows anxious people to "relax", and at the same time, it also allows restaurant owners to usher in the golden week of business. Ele.me data shows that during the May Day period, afternoon tea and night economy returned, with takeaway sales increasing by more than 30% week-on-week from 1 to 4 p.m. and 11 p.m. to 12 p.m.
The popularity of the tourist city has naturally brought fire to the city's special cuisine. During the May Day period, the frequency of consumers' searches for "special products" on Ele.me increased by 50% month-on-month, of which the search volume of Changsha's characteristic "sugar and oil baba" increased by 90%, the search volume of Wuhan's characteristic "fresh fish paste soup powder" increased by 81%, and the search volume of the old Internet celebrity "international restaurant butterfly cake" increased by 30% month-on-month.