Chongqing - On September 20, representatives from nighttime economy authorities, industry associations, and consumer brands from cities like Chongqing, Tianjin, Guangzhou, and others gathered at JoyCity in Chongqing to discuss innovative strategies and future trends in the night economy.

The China (Chongqing) Nighttime Economy Development Intercity Exchange Conference was held in Chongqing on September 20. (Photo/Chongqing Municipal Commission of Commerce)

Chen Haojie, Outlook Media's chief researcher, analyzed night economy cases in cities such as Changsha, Chongqing, Jinan, and Zibo. He highlighted the success and challenges of using "culture + technology" to boost the night economy and emphasized its future in integrating innovative business models. 

Chen pointed out that Xi'an's Datang Everbright City struggles with profitability, highlighting the need for cultural content in the night economy to have both longevity and commercial value. He cited Changsha's Wuyi business district as a model for a comprehensive night consumption ecosystem featuring diverse activities within a one-kilometer radius.

Cao Hu, Global Partner and CEO of Kotler Marketing Group in China and Singapore, stressed that brands must return to humanistic values, especially as they face the growing new consumerism group. He emphasized that brands should focus on emotional resonance and experience to create lasting value.

Cao Hu is a global partner and CEO of China and Singapore Kotler Marketing Group. (Photo/Chongqing Municipal Commission of Commerce)

The event also launched the 2023 Chongqing Night Economy Development Report, showing that Chongqing welcomed 103 million overnight visitors in 2023—an 88.1% increase—and hosted 153 million scenic spot visitors, a rise of 98.9%. Most night consumers in Chongqing were 18-35, indicating a youthful market with significant consumption potential.

"Chongqing's night economy is central to its goal of becoming an international consumption center city," said Liu Hao, senior economist at the Chongqing Business Research Institute.

Liu Hao, senior economist at the Chongqing Business Research Institute. (Photo/Chongqing Municipal Commission of Commerce)

Liu emphasized that Chongqing is a national leader in night economy development, gaining global recognition as one of the "2023 Asia-Pacific Top Three Tourism Festival Cities." He noted plans to enhance traditional commercial areas with smart upgrades, like virtual fitting and makeup rooms in Jiefangbei, to improve customer experiences.

Zhong Zhaohui, president of the Guangzhou Nighttime Economy Development Association, shared his experience dining at a small street-side hotpot shop in Chongqing. He observed how the shop's décor, featuring post-worthy elements like lanterns and slogans, attracted many customers for photos. 

Zhong believes that Chongqing has successfully implemented top-down innovation in both large commercial districts and small shops, driving sustainable business development. 

Zhong also mentioned that Canton Tower, a major landmark in Guangzhou, attracts 50 million visitors annually, reflecting the city's strong night economy. He invited Chongqing business partners to explore opportunities in Guangzhou.

Qu Qiang, president of Chengdu Hi-Tech Chamber's Fangcao Catering Association, shared how his team has been managing a one-square-kilometer area in Chengdu's Yulin Subdistrict since 2018, blending neighborhoods and courtyards. 

He stressed that urban renewal requires both top-down planning and bottom-up feedback. Their team has developed a systematic approach through practical experience.

The light show of Chengdu Twin Towers. (Photo/Zheng Ran)

Li Jingwei, founder of Ziwei Road Commercial Street, discussed how they support local brands to expand beyond Chongqing to cities like Beijing, Shenzhen, and Chengdu, offering financial incentives to aid their growth. 

In the latter half of the year, Ziwei Road also introduced young brands from Chengdu, Shanghai, and Hangzhou, aiming to bring fresh consumer experiences to Chongqing.

Li also mentioned their involvement in a landmark project in Shenzhe's Luohu District, where they will introduce Sichuan and Chongqing brands to offer a slower-paced alternative to Shenzhen's fast lifestyle. The project's main store, covering 3,000 square meters, is set to open in May next year.