October 9, 2020, is the first working day after China’s National Day holiday this year.
Wechat, China’s largest social network, released its National Day data report this morning. Wechat has 1 billion daily active users in China, which means that reports from them can outline the digital map of the Chinese people.
The report is released as a beautiful visual report and does not provide original data, but many of the conclusions are interesting. Ticket sales in scenic spots in the first three days of the National Day holiday exceeded 183% of this year’s Labour Day holiday(5.1-5.3), according to WeChat Pay. This means that China’s tourism market has further recovered, reaching almost the same scale as last year.
A supplementary data from the Chinese Ministry of Culture and Tourism figures that during the eight-day long holiday, China received a total of 637 million domestic tourists, a recovery of 79% compared with the same period last year, and domestic tourism revenue of 466.56 billion yuan and a recovery of 69.9% compared with the same period last year.
As outbound travel is still almost closed, most tourists choose to travel within the country. Shanghai Disneyland, the Summer Palace in Beijing, Gubeishui Town in Beijing and the panda breeding base in Chengdu have become the most popular attractions during the holiday, according to a report by Wechat.
In terms of shopping, compared with labor holidays, sales in domestic duty-free shops increased by 100%, sales in individual stores increased by 18%, and sales in shopping malls and supermarkets increased by 30%. The consumption power of Guangdong, Shandong and Jiangsu provinces are among the highest in the country.
According to data released by Ctrip, China’s largest online travel agent, on the same day, compared with September, national air ticket bookings increased by 100%, train ticket bookings increased by 300%, and long-distance bus ticket bookings increased by 200%. The hotel’s GMV grew by 100% month-on-month.
Nai Xue’s Tea, the representative brand of the new milk tea, also released consumption figures during the National Day period. Chinese consumers bought a total of 3.4 million cups of the brand’s milk tea and 1.6 million soft soft french bread in the past eight days. The number of members of the brand increased by 1 million. Considering that Nai Xue has only a 10% market share in China’s milk tea market, this means that Chinese consumers may have consumed more than 30 million cups of milk tea during the holiday.
In previous years, the increase in long-distance bus tickets was not common during the National Day holiday. This seems to mean that many Chinese take advantage of the National Day holiday to return home to reunite with their elders. Chinese people who work in big cities generally choose to return to their hometown to be reunited with their relatives during the Spring Festival. But last Spring Festival, the COVID-19 pandemic made many people give up their plans to go home. These demands are concentrated on the National Day holiday.
Of course, the number of tourists has not yet fully recovered to the level of the same period last year. There are also many people who choose to entertain themselves locally or at home. According to the statistics of National Film Special Fund Office, the total box office of films during the National Day holiday is 3.69 billion yuan, second only to last year’s holiday box office results of Chinese film and television, which is second in history. According to the report by Wechat, readers have accumulated more than 350 million minutes of reading time in WeRead.
On Weibo, this year’s National Day holiday is seen as ” the real 2020 Spring Festival”. People are “stuck on highways that are only stuck in traffic during the Spring Festival and returning to their hometown where they were supposed to return during the Spring Festival, meanwhile they watch the movies that supposed to be shown during the Spring Festival”.
In the past eight days, China has experienced a “mini-Chunyun” that used to occur only during the Spring Festival, with large-scale population migrating back and forth in a short period of time. Social and entertainment scenes have also increased.
This means that if China does not have a large number of COVID-19 cases in the next 14 days, it will be completely free of the effects of the epidemic.