During the Qingming holiday, Beijing’s enthusiasm for consumption continued unabated. On April 5, the Beijing Municipal Bureau of Commerce (hereinafter referred to as “the Municipal Bureau of Commerce”) released data showing that during the festival, 100 enterprises in department stores, supermarkets, specialty stores, catering and e-commerce, etc., which were monitored, achieved a total sales of 2.15 billion yuan, a year-on-year increase of 12.6%, and a 6.4% increase over 2019. Tea, cakes and other seasonal commodities are rich in variety, outdoor outing, leisure tourism consumption has become a hot spot, and the consumer market is active and orderly.
At the same time, the domestic tourism market also ushered in the first travel peak after the “local Chinese New Year”. According to the data released by the Ministry of culture and tourism on April 5, during the Qingming Festival holiday in 2021, the number of domestic tourists in China will be 102 million, which will return to 94.5% of the same period before the epidemic, and the 182 tourist attractions (regions) monitored by Beijing Municipality will receive 6.087 million tourists, which will increase four times compared with 2020, and return to 98.73% of the same period in 2019. It is expected that in the coming May Day holiday, long-term cross provincial tourism will further recover, and the domestic tourism market is expected to fully recover.
Beijing Business District
More than 50% of passenger flow growth in 22 business districts, parent-child consumption is sought after
As the first long holiday after the Spring Festival, the passenger flow of Beijing’s shopping malls and shopping centers will peak again during the Qingming holiday. According to the data of the Municipal Bureau of Commerce, during the festival, the sales of Xidan shopping mall and Juntai department store have more than doubled year on year. According to the third-party data, the average daily passenger flow of 22 key business districts in the city, including Wangfujing and Sanlitun, increased by 54.8% year-on-year, returning to 70% in 2019.
Beijing business daily learned from the relevant person in charge of cheetah mobile that the data obtained by mobile robots in Beijing’s major shopping malls showed that on the first day of the Qingming holiday, the daily total passenger flow of Beijing’s shopping malls exceeded 4.5 million person times, and the average daily total passenger flow, single shopping malls and the passenger flow monitored by each mobile robot during the period from April 3 to 4 increased by about 60% month on month.
On April 4 alone, the passenger flow of Xiangyun Town exceeded 50000, with a year-on-year increase of 113.5% compared with last year’s Qingming Festival; the sales volume on that day was close to 4.5 million yuan, with a year-on-year increase of 115.1%. At the same time, Beijing business daily learned from Hesheng business that the passenger flow during the Qingming Festival holiday this year has increased compared with the daily weekend. According to the data of heshenghui in Chaoyang, Beijing, the passenger flow from April 3 to 4 has increased by nearly 20% compared with the previous weekend.
On the eve of the holiday, there is a climax of opening stores, and parent-child travel drives shopping mall consumption. In Xiangyun Town, brands such as Haidilao, Xicha, yueertang, Huawei experience store and Qile Yanlong equestrian college opened before the Qingming Festival, and the first store in Xicha Shunyi District opened. During the visit of Beijing business daily, Xiangyun Town is holding an annual windmill Festival. The children’s recreation area is open in the north and South districts. Climbing frame, sand pool, trampoline and other facilities have attracted many parents and children. The first naierbao family center in North China, introduced by Beijing Aegean shopping park in Daxing, opened before the Qingming holiday, which also attracted the attention of many parents and children.
The official of Beijing Aegean Sea shopping park said that during the Qingming Festival holiday, Beijing Aegean Sea shopping park received more than 60000 customers a day, and the newly opened naierbao family center had up to 500 families per day. The outdoor free children’s Park and four seasons track have also become a new choice for holiday consumers to go out for leisure, strolling and sports.
Time honored brand
Tea sales doubled
Before the Qingming Festival, new spring tea and seasonal food are waiting for consumers to buy. In addition to the traditional bean paste stuffing and black sesame stuffing, there are also rose dough and meat floss and egg yolk dough. In addition, Beijing Daoxiang village has also launched two small gift boxes for the Youth League, which is the first attempt to pack the Youth League in small boxes, making it more convenient to carry when you go out to play.
The Youth League of the time-honored Mackay restaurant went on the market a week before the Qingming Festival. In addition to selling in stores, it also went online on all major takeout platforms. In spring, Huifeng dumpling house, an old Beijing hand-made dumpling house, offers a variety of “spring” dishes, such as fried eggs with Toona sinensis, shredded pork with garlic, fried pieces with agaric, so that consumers can taste them. The “Thirteen unique cold foods” of Huguo Temple snack shop can choose different combinations according to taste.
Recently, Wu Yutai, Zhang Yiyuan and other time-honored tea houses have launched a number of spring teas. At the same time, spring tea has also attracted the attention of e-commerce platform. Jingdong supermarket launched the activity of “Jingchun has you, taste the fragrance of tea”. During the Qingming Festival, the order volume of tea on the third-party platform increased by 1.5 times year on year, nearly double that of 2019.
“Biting spring” package is popular, sales increase more than 5 times
In spring, catering enterprises launch seasonal dishes. The 2021 “Spring Song Beijing snack culture festival” has cooperated with more than 60 catering brands to carry out activities such as skills display, tasting, limited time ticket grabbing, etc. 107 best-selling snacks and 66 best-selling breakfasts are introduced to show Beijing’s catering culture. “Biting spring” is just at that time, catering enterprises’ outing packages are popular in the market. BBQ Wan launched seasonal dishes, fried chicken and fir with fresh shrimp; tongchunyuan’s sauce beef, glutinous rice lotus root, tongheju’s rice noodle meat, roast chicken and other portable outing dishes are popular.
During the Qingming Festival, the monitoring shows that the sales of Quanjude, DongLaiShun, Dadong, etc. increased more than five times year on year. At the same time, the third-party data show that snacks, fast food, drinks, hot pot and Sichuan cuisine are in the forefront.
The whole catering market is still in a relatively stable state. Beijing Business Daily reporter visited various restaurants and business circles to see that at present, whether it’s dinner or leisure tea, almost all of them keep the flavor of fireworks. In particular, some traffic brands will queue up in the peak period of meal. In addition, the prevention and control measures of food and beverage stores are not lax at all. Buffer areas are set at the door of food and beverage stores, and temperature measurement and health check are arranged.
Small drop in local orders and gradual increase in takeout orders
When people choose to go for an outing on Tomb Sweeping Day to enjoy the sunshine of spring, the demand for “home” represented by door-to-door delivery has declined slightly. A person in charge of the same city instant service platform told Beijing Business Daily that it was a sunny day in Beijing during the Qingming Festival. In addition to the fact that people from other places went home to visit their ancestors, people moved more outdoors. The whole business of intra city express delivery decreased slightly compared with that of ordinary days, such as drinks, hot pot, Chinese fast food, and so on. Orders from supermarkets also declined to a certain extent, but orders for fast food such as fried chicken and hamburger increased. Generally speaking, April is the off-season of intra city distribution.
In terms of logistics in other places, the reporter of Beijing business daily learned when visiting some post stations that the express delivery volume in the end market is relatively stable, and there is no backlog. A courier said that the current delivery volume has not increased compared with the period before the festival, and the volume of goods during the festival will decrease compared with the usual period. Another express practitioner said that as consumers will return home during the festival, the import and export volume of express delivery in the whole industry in Beijing will decline to a certain extent. The import volume of enterprises in Qingming Festival dropped by 20% and the export volume dropped by 10%. “After the festival, the express delivery volume will climb quickly again.” The source said.
Beijing starts and arrives double first
During the Qingming Festival holiday, the domestic tourism market also recovered. According to the data center of the Ministry of culture and tourism, 102 million domestic tourists visited during the Qingming period, an increase of 144.6% on a year-on-year basis according to the comparable caliber, returning to 94.5% in the same period before the epidemic. In addition, the data also showed that during the Qingming Festival holiday, the domestic tourism revenue reached 27.168 billion yuan, a year-on-year increase of 228.9%, returning to 56.7% of the pre epidemic period.
At the same time, as the first long holiday in response to the call of “Celebrating the Chinese new year on the spot”, Beijing has also become the most popular tourist city in China, winning the first place in both departure and arrival. According to qunar data, during the Qingming Festival holiday this year, Beijing has not only become the city with the most air ticket bookings in China, but also the most popular tourist destination. Among them, the number of people travelling by air in Beijing has increased by more than 60% over the same period in 2019, becoming the first tier city with the largest increase.
As for the Beijing market, it has almost recovered to the level of the same period in 2019. According to the data released by Beijing Municipal Bureau of culture and tourism, during the Qingming holiday, 182 tourist attractions in Beijing received 6.087 million tourists, which returned to 98.73% of the same period in 2019. Among them, Wangfujing is the scenic spot (area) with the largest tourist reception in Beijing, with a reception of 800000 person times; Shichahai Scenic Spot is the second, with a reception of 361000 person times; Yuyuantan Park is the third, with a reception of 338000 person times.
From the perspective of hotel sector, the accommodation market in Beijing also increased significantly compared with the same period last year. During the Qingming holiday, the total number of guests received by hotels and restaurants in Beijing was 170000. The average occupancy rate of hotels in the central urban area was 38.2%, with a year-on-year increase of 33.2%. The average occupancy rate of hotels in the suburbs was 34.8%, with a year-on-year increase of 28.1%. In addition, the average occupancy rate of hotels in the outer suburbs was 39.3%, with a year-on-year increase of 16.7%.
The suburbs become a wrestling field
During the three-day Qingming Festival holiday, suburban and rural tourism have become the main players in the tourism market. At the same time, various tourism enterprises and OTAs have also joined in the competition for customers.
According to the data released by the Ministry of culture and tourism, the enthusiasm of tourists is high, and the demand for outings, suburban tours, rural tours and self driving tours is accelerating. According to the survey of China Tourism Research Institute, 57% of the tourists take part in the outing, 32.5% of the tourists experience the garden and enjoy the flowers, and the self driving tourists account for 60%. In Beijing market, rural tourism has become the focus of the Qingming holiday.
Beijing Business Daily also learned that while the suburban and rural tourism markets are booming, tourism enterprises are also seizing the opportunity. Before that, Ctrip launched the best-selling tourism products of the surrounding parent-child hotels and popular scenic spots according to the three-day long holiday of Qingming Festival. Some enterprises are still engaged in marketing before Qingming Festival. According to the data provided by Ctrip, the orders of surrounding hotels also increased by more than 40% compared with that in 2019. Among them, Huzhou longzhimeng Animal World Hotel, Changlong Hotel (Guangzhou Changlong wildlife world store), Huzhou Taihu longzhimeng Diamond Hotel, Club Med joyview Beidaihe Gold Coast Resort and other hotels were shortlisted in this year’s Qingming holiday hot hotel list. On the other hand, flying pig data also shows that the booking volume of rural B & B during the Qingming Festival holiday has also increased by more than 16 times over the same period last year, and the booking volume of tickets has also increased by more than 20 times over the same period last year. It is worth noting that red tourism, peripheral tourism, flower appreciation outing and Hanfu travel have become hot choices. The “post-95” Z generation has become the main force of Qingming travel, and the “Post-00” red tourism bookings have increased by more than 630% year on year.
Zou Qingling, CEO of donkey mother tourism network, said that this year’s Qingming peripheral tourism shows the characteristics of slow pace, deep interaction, cultural experience and quality enjoyment. Compared with the same period in 2019, the number of visitors going out for 3 days and 2 nights in Qingming Festival on donkey mother platform increased by about 9%; the number of bookings of medium and high-end characteristic routes and hotels increased by more than 13%.
Long term tourism on May Day
The three-day Qingming Festival holiday has promoted the local tourism market represented by rural tourism and rural tourism. The tourism industry in many places has obvious signs of recovery. However, due to the high proportion of short-range tourism, low price of tourism products and reduced (free) tickets in scenic spots, tourism consumption has not yet fully recovered. Next, with the approach of the May Day holiday, the domestic long-term tourism will further warm up, and it is expected to usher in more passenger flow.
Lan Xiang, President of qunar big data research institute, said that from this year’s Qingming holiday, the pent up travel demand of tourists has been initially released. With the warming weather and the improvement of vaccination rate, the tourism industry will usher in a wave of large-scale recovery. Not only the traditional popular tourist destinations will reproduce the heyday of “people following the crowd”, but also some popular tourist destinations may have a “big boom”. It is suggested that passengers with travel plans book air tickets and hotels in advance.
Wang Xingbin, senior researcher at the China Academy of culture and tourism industry, Beijing International Studies University, also believes that, with the current situation of epidemic prevention and control better, the “51” domestic tourism industry is expected to return to the same level in 2019. When the number of outbound tourists will be much higher than that of Qingming holidays, domestic tourism enterprises should be prepared to meet the first tourist peak this year.
“After the Qingming holiday, the longer May Day holiday is coming. By that time, the long-term cross provincial tourism will usher in a strong recovery momentum.” Gu Huimin, Dean of School of tourism science, Beijing International Studies University, said. She further analyzed and pointed out that “recently, the state has issued policies to reduce the burden of primary and secondary school students, which may further promote family tourism. In addition, the current outbound tourism has not yet recovered. In contrast, the domestic tourism market is expected to return to the original level, or even slightly improve. “.
“However, after May Day, even in the summer, when traveling, we should pay attention to the prevention and control of the epidemic to ensure our own safety.” Wang Xingbin also reminded. At the same time, some people in the industry also said that although the domestic tourism market has recovered well, it is not the same as the recovery of travel agency business. Many outbound travel agency business has not recovered, and we need to wait for the improvement of overseas epidemic situation in the future. In any case, for the domestic tourism industry, the current market recovery is a shot in the arm for the follow-up development of the tourism market, and the upcoming “May Day” holiday is also expected to become “the hottest golden week in history”.
Beijing Business Daily reporter Wang Weiyi Liu zhuolan he Qian Guo binlu intern reporter Wu Qiyun
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