2024.0403

Number of words in this article:2045, reading time is approximately 4 minutes

introduction： 已经出圈一月有余的天水在清明延续了热度。

** Author| ** First Finance and Economics Lu Hanzhi

As the first short long holiday after the Spring Festival, Qingming Festival ushered in a peak in travel and tourism. Data from various platforms shows that hiking and enjoying flowers, traveling and eating have become mainstream activities during the Qingming Festival holiday. Orders for travel platforms have soared recently, and tourist cities such as Tianshui have continued their previous popularity. In addition, solar food represented by Qingtuan and others has also gained popularity among consumers.
Judging from travel trends, many tourists chose to "compete for holidays" during this year's Qingming Festival holiday, and overseas accommodation orders increased significantly.

Tianshui continues tourism craze

Data from various travel platforms shows that consumers have strong travel demand during this year's Qingming Festival.
As temperatures in various places gradually warm up, the number of consumers arranging travel during this year's Qingming Festival has increased. Tite Big Data predicts that April 3 is expected to be the peak day for users to travel downwind. Demand for orders during the Qingming Festival holiday is expected to increase by more than 30% year-on-year, and there is a trend of most medium and long-distance orders across cities and across regions.
Didi data shows that the peak of holiday departures will occur on April 3. It is expected that during the entire Qingming Festival holiday, travel demand through Didi taxi will increase by 23% compared with the same period last year.
In terms of travel destinations, cities such as Tianshui and Zibo, which have become popular because of delicious food, are still popular.
Hello ride data shows that travel demand during the Qingming Festival holiday is mainly for hiking around the city, returning home, and traveling in popular cities. According to the reservation travel demand received by the platform, the demand for Tianshui in Gansu, Kaifeng in Henan, Zibo in Shandong and other places increased by 100%.
Didi train ticket booking data shows that during the Qingming Festival, passengers flow more frequently within the 2-hour high-speed rail circle. Driven by the Luoyang Peony Culture Festival and the Tianjin Begonia Flower Festival, Luoyang and Tianjin were selected as the top 3 popular destinations for train travel during this year's Qingming Festival.
Tianshui, which has been out of the circle for more than a month, continued its popularity during Qingming Festival. Big data shows that the search volume for "Tianshui Malatang" ending in the downwind journey across the country remains high on the ride-riding platform. Compared with the beginning of March, the search volume has increased by more than 120%.
The person in charge of Xiaohong Malatang Store in Tianshui, Gansu Province said that in the past half month, the store has begun to extend its business hours to receive an endless stream of customers. At the peak, 50 people lined up, and recent turnover has more than five times compared with the past.
In addition to domestic tourism, many consumers chose to take vacations before the festival to lengthen the holidays this year. Many consumers took out an eight-day long holiday from March 30 to April 6, and arranged long-distance tours and outbound tours early.
Data shows that from March 30 to April 6, the number of bookings for overseas accommodation in Meituan increased by 1.8 times year-on-year, with Japan, Malaysia and South Korea experiencing the most obvious increase in popularity.
Ma Xu, director of Asian sales at Shengtai Hotels Group, told First Finance that in the Thai market, the volume of bookings from Chinese tourists during the Qingming Festival this year increased by 15% to 20% year-on-year, and orders from Meituan increased even more, at around 30 to 40%.
Ma Xu said that due to the impact of Thailand's visa-free policy, the number of Chinese tourists visiting Thailand has increased significantly since the Spring Festival this year. In addition, affected by activities such as local electric syllables and the Splashing Festival, most tourists book accommodation during this year's Qingming Festival holiday for about 3 nights, which is longer than the same period last year. Several hotels near the venue of the Songkran Festival were almost full in mid-March. From the perspective of consumption trends, Ma Xu said that accommodation in Thailand is more cost-effective. After visa-free, as a practitioner, he felt that Chinese tourists were more willing to spend on accommodation, and consumption upgrades occurred in accommodation for outbound travel.

"Spring consumption" rises sharply

In addition to tourism, many consumers choose to spend the Qingming Festival through activities such as hiking and flower viewing, and national style travel and photography. Data from Meituan and Dazhong Dianping show that since March, the popularity of new gameplay such as "National Style Flower Blossom" and "Subway Flower Blossom" has increased, and the number of related notes has increased by more than 350% month-on-month. Notes such as "National Style Flower Blossom" and other topics have reached tens of millions of people.
There are also many consumers who choose to take national travel photos. The person in charge of Luoyang Luoyi Impression Hanfu Cultural Center told First Finance and Economics that the number of reservations in early April increased significantly. It is expected that the number of single-day passenger traffic during the Qingming Festival will be 80 to 100, a three-fold increase compared with the daily passenger traffic. The person in charge said that the cultural center provides Hanfu experience, decoration, photography and other services. It is expected that all staff will work overtime during the Qingming Festival holiday."Photographers will basically finish work at 12 p.m. and have to take pictures even under the light."
Hello Car Rental recently launched a themed activity of "Spring Flower Celebration and Youth Hiking". Data shows that self-driving users during the youth festival show obvious youthful characteristics. 18-25 Users in the age group became the most important group of people renting cars during the season. Offline merchants who rent cars in Hello have simultaneously reported that many college students rent cars to visit the surrounding cities in their dormitories or interest clubs. Another data also supports the insight of this companion:In March, the proportion of users renting cars with more than two orders increased by 20% month-on-month.
In addition, the top city for Harbin car rental orders also echo the popularity of urban cultural tourism marketing. Cultural and tourism departments in Wuhan, Changsha, Xi'an, Hangzhou, Bijie and other places have launched large-scale flower viewing strategies this year. Tianshui, a popular tourist destination recently, also showed a large increase in car rental demand.
Judging from data from various platforms, the Qingming Festival not only allows you to go to the green and enjoy flowers, but the "eating and drinking economy" brought about by the festival also explodes.
In terms of tea drinks, spring tea has recently been launched, and tea sales on e-commerce platforms have increased. Recently, the Bee Surprise Society's live broadcast room has created a spring tea special session. Famous teas such as Longjing, Zhuyeqing, Biluochun, Lu 'an Guapian, Xinyang Maojian, and Huangshan Maofeng have all attracted good attention. Data shows that the total transaction volume of tea in this live broadcast exceeded 2.4 million yuan, with nearly 9000 transactions.
The "Qingtuan Consumption Observation" released by the Jingdong Consumer and Industrial Development Research Institute shows that in the past two weeks, sales of Qingtuan have increased by 89% month-on-month. The "old Internet celebrity" bean paste Qingtuan, black sesame Qingtuan, and egg yolk meat floss Qingtuan are still The sales of new Qingtuan such as dates and walnuts, seasonal vegetable Qingtuan such as pickled duan, fruit-flavored Qingtuan such as durian, and "milk tea" Qingtuan such as taro paste have all increased by more than 2 times month-on-month. The post-80s and post-90s generation are the main consumers of youth groups, accounting for more than 70% of sales.
The person in charge of the sales and sales of Jingdong Supermarket Youth Group said that the provinces with the most significant growth in sales of Youth Group this year are basically outside Jiangsu, Zhejiang and Shanghai."Youth Group was originally used as cold food for the Qingming Festival to worship ancestors, but now it has broken through regional and seasonal restrictions and become a specialty snacks, and are gradually accepted by consumers across the country."

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