Chongqing - Chongqing, renowned for its picturesque nightscapes, has once again lived up to its reputation, leaving first-time visitor Li Feng in awe. Seeking to soak in the mesmerizing night views of "Two Rivers and Four Banks," Li embarked on a journey that included traversing the Yangtze River via cableway, cruising along the converging waterways, and ascending the towering "Chongqing Summit" at a breathtaking 520 meters above ground, offering a fantastic perspective of the city's allure.
Throughout this summer, Chongqing has been unveiling a cascade of fresh consumer scenes and innovative business formats, captivating citizens and tourists who find themselves reluctant to leave. Amidst the diverse consumption options, this city is meeting multifaceted consumer needs and hastening the unlocking of consumption potential.
Despite the sweltering heat, the traditional charm of the Eighteen Steps Scenic Area has drawn a bustling crowd of visitors. Following urban rejuvenation efforts, the area now hosts an array of shops, large and small. Among them, trending establishments like internet-famous hotpot restaurants and coffee shops, adored by the younger crowd, coexist with diverse ventures such as the Wild Theater and Yuchaofang Theater.
The traditional charm of the Eighteen Steps Scenic Area has drawn a bustling crowd of visitors. (Photo/Guo Xinxin)
"Afternoon visits to the Eighteen Steps, followed by an evening watching the intangible cultural heritage show 'Yuzhou Story,' have become a popular choice for tourists seeking to experience the heart of Bayu culture," said Chen Lijiang, founder of Yuchaofang Theater.
This performance art blends intangible heritage with folk culture, authentically showcasing elements like Sichuan opera's face-changing, ancient Shu fire-spitting, and kung fu tea art while integrating distinctive cultural features such as shadow puppetry and balancing techniques. Since its launch this summer, the show has garnered over 50,000 viewers.
Today, the night market transcends mere culinary indulgence, creating new phenomena like music bazaars and creative markets.
The night market transcends culinary indulgence, creating new phenomena like music bazaars and creative markets. (Photo/Guo Xinxin)
As dusk descends, the "Little Bear Market" comes alive. Rows of outdoor stalls have fashioned an enchanting new facet of nighttime Chongqing. Patrons indulge in fine wines, live music, and beachside bars, attracting many young individuals as night falls. The scene presents a seamless fusion of "Cuisine + Music + Drinks," igniting the city's nightlife and providing an avenue for relaxation and leisure.
Scenic areas like Fairy Mountain present multiple firework displays and music concerts within lively markets. Visitors find respite, enjoying a more leisurely pace amidst the gentle mountain breezes. Since the summer night market's launch, it has welcomed over 20,000 visitors daily, generating a daily sales average of 100,000 yuan.
Scrutinizing the present trends in consumption, the vivid hues of nighttime, multi-dimensional market experiences, and trendy flagship stores are driving an evident surge in consumption enthusiasm.
Statistics reveal that from January to June of this year, Chongqing's total retail sales of consumer goods reached an impressive 739.843 billion yuan, registering a 6.2% year-on-year growth. June's growth rate of 10.2% is particularly noteworthy, surpassing the national average by 7.1 percentage points.
This summer marks the first peak consumption season of the latter half of the year, with various innovative nighttime ventures riding the wave, thus unleashing even greater possibilities for "consumer promotion" efforts in the latter part of the year.
"Innovations in consumption scenarios and business formats are crucial measures to stimulate consumer enthusiasm and promote the upgrading of consumption," said Luo Zibo, Chief Expert of the Yangtze Tourism Research Base at the China Tourism Academy and Senior Advisor for Chongqing's Tourism Economic Development.
In recent years, leveraging the urban resources of "Two Rivers and Four Banks," Chongqing has introduced multiple policy measures to encourage nighttime consumption and enhance the fusion of commerce, tourism, culture, and sports.
The splendid nightscapes have become pivotal settings for new consumption sectors, with the 'night economy' as a powerful driving force propelling Chongqing's efforts to establish itself as an international consumption hub.
"A thorough understanding of consumer demographics and refined insights into consumer aspirations are indispensable in crafting new scenarios and business formats."
Luo Zibo believes that whether upgrading traditional formats or crafting new consumption scenes, it is important to align with consumer needs closely. Prioritizing "enhancement" and "convenience" as the primary focal points will yield greater convenience and a more enriched experiential sensation.