[China Economic Observation Point] is built by Xinhua Finance and Economics National Financial Information Platform, which provides more "granular" economic observation and economic portrait for the market. What is released in this issue is the actual consumption and geographical distribution characteristics of the National Day holiday in 2024.
Observation point of this issue: Douyin
Consumption is full of vitality during the National Day holiday in 2024. According to the data, from October 1 to 6, the consumption of eating, drinking and playing on the Douyin life service platform continued to grow, of which the number of group purchase orders for hotel accommodation increased by 205% year-on-year, and the group purchase orders for local cuisine catering and milk tea and fruit drinks increased by 95% and 81% respectively. The number of orders for short-haul cruises and attraction tickets increased by 512% and 63% respectively compared to the same period last year.
The data also shows the multi-dimensional public preferences such as county-level small town fever, intangible cultural heritage national tide, parent-child consumption, and urban night economy. During the holiday, Xiaoxitian in Xi County, which became popular because of "Black Myth · Wukong", continued to become popular, and the number of Douyin-related group purchase orders increased by 5884% year-on-year, and drove cultural tourism in many places in Shanxi. Yulong in Yunnan, Wuyuan in Jiangxi, Yangshuo in Guangxi, Zhengding in Hebei, Yixing in Jiangsu and other county towns are favored by the post-90s and post-00s. Traditional culture boosts in-depth tours, and the number of group purchases of Hanfu experience, iron flowers, and Lantern Festival Douyin exceeded last year by 2.5 times. Nanjing salted duck, Tianshui spicy hot, crab roe noodles, iron pot stew and other special delicacies are fragrant all over the country.
Intangible cultural heritage tourism has exploded out of the circle, and the national style and ancient charm have set off a tide of in-depth experience
Intangible cultural heritage tourism continues to be popular during the National Day holiday. For example, the central axis of Beijing and related scenic spots along the Beijing World Heritage List, which was successfully inscribed on the World Heritage List this year, run through ancient and modern characteristics, and have become an important route for many tourists to Citywalk. According to the data, from October 1 to 6, the Temple of Heaven and Drum Tower, which carry a heavy historical heritage on the central axis, increased by 165% and 133% year-on-year in Douyin group purchase orders. The modern Bird's Nest and Water Cube also saw an increase of 117% and 82% in group buying orders.
The game "Black Myth · Wukong" and a number of Internet hotspots brought "splashing traffic" to Xiaoxitian Scenic Area, Xi County, Shanxi Province, where the filming was filmed, and the number of group purchase orders on Douyin increased by 5,884% year-on-year. Shanxi Cultural Tourism ushered in a new wave of growth during the National Day holiday, with orders for eating, drinking and playing on Douyin in Shuozhou, Shanxi Province increasing by 204% year-on-year, and orders for Xinzhou and Datong also increasing by 123% and 50% respectively compared with last year. In addition, Jin cuisine and noodle culture were experienced by more foreign tourists during travel, and the number of group purchase orders for Shanxi cuisine Douyin increased by 237% year-on-year, and the number of knife-cut dough purchases increased by 186%.
There is also the Dikeng Courtyard Scenic Area in Shaanzhou, Henan Province, which is known as "an ancient village under the horizon and a living fossil in the history of folk houses", and the number of group purchase orders on Douyin from October 1 to 6 increased by 837% year-on-year. Quanzhou Pupu Village, which is flourishing on the Maritime Silk Road, has an intangible cultural heritage custom represented by "Hairpin Flower Circle", and the number of orders related to Douyin during the holiday has doubled compared with last year.
The charm of traditional culture detonates in-depth tours during long holidays, and the public prefers to immerse themselves in intangible cultural heritage skills and cultural activities in ancient scenic spots, museums and other places. From October 1 to 6, the order volume of the Hanfu Experience Hall on the platform increased by 299% year-on-year, and a small Hanfu store in Xi'an was able to receive an average of thousands of new orders for Douyin group buying every day during the holiday. The intangible cultural heritage skills of striking iron flowers, which have lasted for thousands of years, present a visual feast like fire trees and silver flowers, and the number of related orders on Douyin increased by 293% year-on-year. Many tourists and businesses have recorded the intangible cultural heritage kettle performances in many scenic spots through short videos, so that more people can understand and appreciate them, and the total number of related videos on the platform reached 360 million times in the first 5 days of the holiday. At the same time, lantern festivals, museums, and teahouses and tea rooms have also become important places for consumer experience, with holiday group purchase orders increasing by 169%, 161%, and 80% respectively.
Guochao ancient city has been built as a "golden signboard" to attract tourists, and the ancient city that has been precipitated over the years has become more "lively" and more popular on Douyin. The ancient city of Zhenyuan on the bank of the Yang River in southeast Qiandong, the ancient city of Taierzhuang at the center of the Beijing-Hangzhou Grand Canal, and the ancient city of Langzhong in Sichuan Province at the center of Jialing Moonlight Tour are quite popular with consumers, and the number of group purchase orders related to Douyin during the holiday increased by 1,140%, 248% and 132% year-on-year. In addition, the number of orders for eating, drinking and playing on Douyin in Anhui Huizhou Ancient City, Hunan Phoenix Ancient City and Shandong Qingzhou Ancient City also increased by 125%, 63% and 61% year-on-year.
The county-level towns are very popular among young people, and parent-child travel has driven a number of consumption growth
During this year's National Day holiday, some young people chose to continue to "Ben County", preferring fireworks in small towns. According to Douyin life service data, from October 1 to 6, the number of related group purchase orders of Yunnan Yulong on Douyin increased by 327% year-on-year, and the number of group purchase orders for eating, drinking and playing in characteristic counties such as Wuyuan in Jiangxi, Yangshuo in Guangxi, Anji in Zhejiang, Zhengding in Hebei, and Yixing in Jiangsu reached more than twice that of last year.
From the perspective of consumer groups, the post-90s generation has become the main force of county tours, and they are the largest group of people who place orders and consume on the platform. The consumption of post-00s over 18 years old in county towns increased by 79% year-on-year, the fastest growth rate among all age groups.
The long holiday has also made family parent-child travel popular, and the rich and diverse supply of commodity scenes in Douyin makes the seven-day "walking baby" not the same. The dispatch of the army with babies has prompted a 289% increase in group purchases of parent-child accommodation during the platform's holidays. Many consumers choose parent-child photography to freeze the picture, and the related group buying increased by 195% year-on-year. At the same time, zoos, amusement parks, and indoor parent-child parks ushered in more families, and the number of group purchase orders on Douyin increased by 128%, 124%, and 47% year-on-year, respectively.
The pursuit of relaxation during the holiday has gradually become a popular trend, and local peripheral tours and leisure activities in the same city are rich and diverse. Platform data shows that during the holiday, the number of group purchases related to fishing on the platform increased by 119% year-on-year, and the number of group purchases of performances and board games reached more than 2.5 times that of last year. In addition, the sales of integrated shopping malls, nail and eyelash art, and bath and massage are also increasing, with group purchase orders increasing by 95%, 94% and 64% respectively compared to last year.
Authentic food lights up the city's night economy, and ecological tourism has become popular in autumn
During the National Day, the catering market is booming, and traditional authentic food attracts visitors from all over the world. According to the data, from October 1 to 6, the growth of many local cuisines served by Douyin Life has doubled, and the growth of food group buying with local flavor characteristics is considerable. The group purchase of Nanjing salted duck increased by 917% year-on-year, the popular Tianshui Malatang continued to be popular, and the number of group purchase orders increased by 386%, and the order volume of crab roe noodles in the peak season of crabbing increased by 320% year-on-year. At the same time, the sales of Northeast iron pot stew, Shanxi knife-cut noodles, Guangdong rice rolls, Sichuan hot pot, copper pot shabu-shabu and Peking duck also increased significantly compared with last year.
"Fireworks" also helped to light up the city's night economy. According to the statistics of Douyin Life Service, from 6 p.m. to 6 a.m. the next day, catering group buying in many cities has increased significantly. Shanghai has become the first place in the country's night economy catering group purchase consumption, followed by Zhengzhou, Chengdu, Fuzhou and Xiamen, ranking among the top five. Wuhan, Beijing, Guangzhou, Hangzhou, and Changsha also have a large scale of night-time economy catering consumption, ranking among the top cities in the country.
The beautiful autumn colors are "new" before and after the National Day holiday, and the taste of autumn rhyme in eco-tourism has become the mainstream. The Bashang Grassland in Hebei Province was selected as a special eco-tourism route jointly recommended by the National Forestry and Grassland Administration and the Ministry of Culture and Tourism, and the number of local eating, drinking and play-related Douyin group purchases increased by 3,200% year-on-year during the holiday. Altay in Xinjiang, where autumn is already dark, Wuyuan in Jiangxi Province, where autumn culture is inherited, and Benxi, Liaoning Province, where the mountains are stretched and covered with forests, have increased by 837%, 174% and 103% year-on-year, respectively. At the same time, Zhangjiajie in Hunan, Aba in Sichuan, Huangshan in Anhui, Yuxi in Yunnan and other places also ushered in the autumn tide, and the number of related eating, drinking and playing group purchases increased significantly.
With the end of the National Day holiday, based on the dimensions of netizens' Douyin POI (geographical location) check-in and short video contributions, popular attractions across the country have been released. Tiananmen Square, Datang Sleepless City, Chongqing Hongya Cave, Kaifeng Long Live Mountain Martial Arts City, and Canton Tower have become the top five popular check-in attractions for Douyin netizens. Shanghai Oriental Pearl Radio and Television Tower, Xi'an Bell Tower, Huangshan, Nanjing Confucius Temple and Hangzhou West Lake are also loved by many netizens and rank among the top.
Editor: Liu Ming
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