Behind the night economy, a China that likes to make money but does not like to sleep
today, Japan, the world's largest convenience store group, was founded in November 1973. Interestingly, this brand comes from the United States - and the name comes from its operating hours from 7 a.m. to 11 p.m
in 1975, the Japanese company revised its business strategy: 24 hours a day, 24 hours a day
what happened during this period? In 1975, after the rapid rise of pride after the war, Japan's economic development entered a sluggish and low speed, and the whole society was in a deep anxiety that did not know where to go
maybe it's to satisfy those drunkards who don't want to go home, or to satisfy those who work hard for rent. People all over the streets of Tokyo choose not to close the door; And take out Bento has become a new core product
perhaps, few people realize that this is a revolutionary event for mankind. Because of a small change in a company, the time of activities in the city has been extended from 18 hours to 24 hours, with sufficient reasons
first, in the era of poverty and sweeping the snow in front of each door, the night is long
the night shop gives people enough time to relieve those miserable nights at the bottom of their hearts
in the famous Japanese drama "late night canteen", the boss said: it's getting late, people are on their way home, and my day has just begun; Diner cloud: the charm of eating late at night is a touch of guilt. When the stomach is warm, the heart will be full
in the 1990s, the concept of 24-hour convenience store was introduced into China. This is a wonderful era. China's economic development has shown a miraculous speed. Television, cars, household appliances, etc. have opened people's horizons, while the "nightlife" culture imported from developed countries has satisfied the desire of the emerging middle class and young people to have nowhere to live
the opening of 24-hour time and space, if there is a beginning of sadness, then the word happiness will be the bearing in China after that—— In the context of consumption upgrading, the night gradually changed from buying and selling, from network broadcasting, to the dance in discos, the carnival in bars, and the comfort of beer barbecue
the night in China moved slowly from 1.0 to 2.0. From the fragmentary flavor on the street to the formed industry, that is, what we call "night economy" today, is a fact that has occurred in recent years
according to a Alibaba "night economy" report released on July 24, more than 700million consumers are driving the growth of the night economy. As night fell, the chopping party ushered in the shopping peak. The report shows that the peak of transactions on Taobao is from 21:00 to 22:00, and more than 36% of purchases occur in the evening
what is associated with it is the network space where millions of small and medium-sized business owners, barbecue stalls and lights are always on, which still cannot dispel the public's many doubts about heavy metal pollution. One data shows that the beer consumed by Chinese people every year can fill two West Lakes in Hangzhou, and the meat eaten at barbecue stands every night is enough for Nanjing people to fill their stomachs for a year
all these point to the fact that "night economy" is becoming a new engine of domestic demand market
second, Chinese, why don't you like sleeping? In order to answer this question, we can start with this hot word - "income after sleep"
"income after sleep" is a concept corresponding to work income
as the name suggests - you have income when you wake up from sleep. You don't have to invest in heavy physical labor, and your income will continue to increase. Of course, the income after sleep does not fall from the sky - it often comes at the cost of accumulated investment in the early stage. The landlord's rent collection, intellectual property, and option stock investment are typical
"income after sleep"
however, as we can imagine, the "post sleep income" mainly in the form of investment is not good at by Chinese people. So what should we do
the way for Chinese people to make up for this GDP is to sleep less or not
according to the latest statistics of the National Bureau of statistics, in March 2019, the average working hours of enterprise employees across the country were 46 hours a week, and the average working hours per day was 9.2 hours based on five days a week. Please note that this is the actual working time, and the rest time of the shift is deducted
the result of this figure is the overall postponement of Chinese work and rest. According to a survey, nearly 42% of double working families in Shanghai can only have dinner after 7 o'clock
in China, coffee consumption has continued to grow for a decade. According to the statistics of the International Coffee Organization in London, the growth rate here is 15% per year, while the global average is 2%
of course, the main growth point is instant coffee. Maybe Chinese people who can't sleep need more efficacy than the taste of coffee. Caffeine
some experts pointed out that the increase of modern people's fatigue does not lie in the lengthening of designated working hours, but in the fact that leisure time is disrupted by intelligence, which makes a mess. Communication tools have become an excuse for the continuous compression of private space and time
yes. One, let the evil boss always have a way to invade your life: punch the clock accurately to the meter position, ring through the night work group, and make overtime more convenient car Hailing
some people say that in this era, people live more and more like machines - this sentence may be true. But no matter who, can't ignore their own desire to spiritual freedom
therefore, everything can only wait until night. The true self is only lit up in the silent night
according to the 2019 sleep insight report released by Dr. clove, the post-90s and post-95s sleep later: 48% of the post-95s and 35% of the post-90s sleep after 24:00 every day, while 15% of the post-95s fall asleep after 1 a.m
the report also shows people's contradictory hearts: on the one hand, young people think that sleeping is of course important, but on the other hand, they are unwilling to sleep (the proportion of people who don't want to sleep is as high as 92%)
"a few hours before going to bed to do something you like is more meaningful than a whole day's struggle." Don't tell me, you never thought so. Psychologists have analyzed your thoughts. They call this psychological compensation behavior "revenge staying up late"
"stay up the latest night, lack the most sleep, the later the higher the work and rest, with you who can't get enough sleep." The 2019 white paper on young people staying up late and sleeping late in China released by iResearch consulting summarizes the way in which the "sleep late party" opens the night
this white paper shows that 42.6% of people usually fall asleep between 22:00 and 23:00, and 33.7% of people usually fall asleep between 23:00 and 24:00. The proportion of people who fell asleep after 24:00 and had long-term irregular work and rest reached a full 23.7%. Long term irregular work and rest accounted for 8.7%
according to this inference, there were 400million people staying up late in China
400million people, classmate, you're no less
third, one way of saying is that in some parts of China, spending more money after 7 p.m. than before 7 p.m. - the reason behind this is not only because of the "voice of broken dreams" on snack stalls, but also because of the structural changes brought to our view of time by the media and mobile Internet
from the media line, the time when newspapers are read by the public is in the morning. The prime time for broadcasting is PM. The prime time slot of TV is 8 o'clock. Today, some TV dramas and variety shows broadcast simultaneously with the Internet generally choose 8:30 p.m. and 9:00 p.m. as the premiere time
no later, only the latest. Of course, it is right to understand it as the program is adapting to our time. But the truth is: Internet companies are teaching us to stay up late
because the night is naturally suitable for them to burn money and make money. At night, it is the home of bat
Qiao Biluo goes online at 8 o'clock every night. Once upon a time, in the live fighting room, 400000 water friends waited on time to talk to the goddess in front of the screen. Later, the "Highness" accidentally revealed her aunt's shape, making the man who spent 100000 to rush to the top of the list the most embarrassing person in China - later, it turned out to be a 280000 event marketing
however, this carnival actually increased Qiao Biluo's fans by 10 times
what we can see behind this is the huge night market in China. According to reports, in 2017, China's live broadcast market reached 36.96 billion, with 392million users. In 2018, with the further cheapening and popularization of technology, China's live broadcast market ushered in a huge explosion, easily exceeding 60billion
sometimes, you can't have a greater cushion against strong impact spray it - who says nightlife means unhealthy? Today, the number of users of the famous sports fitness app "keep" exceeds 200million. More than 50% of runners choose to exercise in the evening and tell others through social functions that I am exercising
Wei Ge of No.1 company department also feels the same about this. When he finishes exercising at 11 o'clock every night, a large number of people praise him
on July 10, keep announced that it had completed the US $127million round D financing. This is currently the largest single financing in the domestic Internet fitness field
in May 2018, a report released by Hillhouse capital said that every adult in China spends 5.9
hours a day on digital media, including audio and video, social media, digital content, etc. Among them, it takes 3.3 hours
at night, the power of the brain is in the ascendant. Human thoughts will become more
it is worth mentioning that in the "learning power" app, users double their points in three periods, one of which is 20:: 30
fourth, American economist David Weill said, "the brightness of lights at night in a region is directly proportional to its GDP.
it is reported that in China, six yuan for every ten yuan is spent at night - in a sense, the length of the night determines the volume of wealth in it.
recently, in the new round of consumption promotion policies issued across China, the word" cultivate the night economy "has frequently appeared. Beijing, Shanghai, Tianjin, Chongqing and other cities have launched measures one after another, proposing to establish "night economic indicators, which adopt anti-interference design when collecting signals, fan street and landmark night markets"
according to the data, in the past "May Day" holiday, the amount of night consumption accounted for 29.9% of the whole day, but ISRI was unable to talk with the institution for 2%. Xinhua News Agency commented that China's night economy has changed from the early light night market to a multi night consumer market including "food, tourism, shopping, entertainment, sports, exhibitions, performances"
so we try to find another argument. In fact, to make the night longer and longer, in addition to rich industries and rich content, there is also an important auxiliary, that is, transportation
Take Beijing as an example. One is that since July 19 this year, Beijing metro lines 1 and 2 have confirmed to extend their operation hours every Friday and Saturday. After the adjustment, the arrival time of the last train of line 1 is 1:29, and the last train of line 2 arrives at 1:15, making it the latest city in 34 subway cities in China
didi travel big data shows that Beijing, Guangzhou and Chengdu rank among the top three cities for late night catering travel. The night economic belt is concentrated to the east of Harbin Beijing Chengdu Tengchong line, especially Beijing and the southeast coast. This is not exclusive to China, in order to promote the development of night economy, including London
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