Peering into the new trends of the cultural tourism industry in the next five years starting this year，The night economy is an unavoidable“Window，A new development boom in the nighttime economy has begun。

In the top-level design of national policies，There are many night-time economies“Inking”，For example, the 14th Five-Year Plan for Cultural and Tourism Development mentions: vigorously developing the night-time economy，Promote the construction of national night culture and tourism consumption cluster；Develop night tourism and holiday economy，Expand the scope of travel time and space；Build more than 200 national-level night culture and tourism consumption clusters，Expand the scale of nighttime consumption。

This reflects domestic consumption、Big changes in the economic development environment，Urban consumption seeks new breakthroughs、The changing consumption of cultural tourism and many other important meanings。

Between hot and cold，The pain points of night-time economic development、Difficulties and blind spots are becoming more prominent。Between hot and cold，Where is the night economy?？

“14th Five-Year Plan”New Five Years of Nighttime Economy

The development of night-time economy，Given high expectations，This has something to do with the changes in the domestic background。

At the first Guangdong Cultural Tourism Night Economy Industry Summit on September 11，Zhu Xiaoli, Chairman of Guangzhou Lifeng Culture said，The nighttime economy embodies a city’s dynamic brand，Under the domestic macro-circulation pattern，A new form of quality-of-life experience upgrade，It is to stimulate consumption、Promote investment，The strategic mission of cultivating new urban cultural landmarks，It also reflects the cultural characteristics of the city，Effective marketing means to shape urban cultural brand。

This actually points out the changes in policy and market situation faced by the current night-time economic development，Consumption driven by urban destinations、Supply update、Branding, etc.，Everyone needs to find a new carrier，The 188bet app download new domestic consumption environment brought about by the epidemic，It makes it even more urgent for cities to find new consumption breakthroughs，The new urban economic space that night economy can create as a new field，It will promote the urban night-time economy to become more and more fiercely competitive。

At the first Guangdong Cultural Tourism Night Economy Industry Summit，World Economic Forum Sustainable Tourism Councilor、Zhang Chaozhi, vice president of the Guangdong Provincial Tourism Association, also said，In the context of fundamental changes in the domestic and international environment，Inner loop、Double circulation pattern，Develop the national economy based on internal circulation，The country first thinks of developing the service industry，Comprehensive promotion of consumption，Except for daily life consumption，The slight increase is non-rigid consumption，Service consumption、Leisure consumption，These consumptions are difficult to tap under normal circumstances、Rerelease、Upgrade again，Need to expand consumption time and space。

The nighttime economy is the new entrance to this two-way expansion.

Focus on urban consumption，The boundaries between day and night are becoming more blurred，Night is not just an extension of daytime，It is a new independent consumption scene that is different from the daytime，has a long conversion period，New business format、Filling in new content、Update，Evolution of new consumption entrance，Reconstructing new supply of destination cultural tourism consumption，Building a new way of life，The new fireworks of urban consumption、New energy。

At the same time，The normalization of the epidemic is obvious，Adaptation to the epidemic、The release of consumer demand will find more balance points，Consumption on local city tours/surrounding tours is rising，is one of the manifestations，Urban consumption is increasingly dependent on it，Will continue for a long time in the future，This will lead to consumption in cities under the epidemic，A new chain is formed，How to realize the circular effect of the chain has become one of the propositions for city managers，The destination wants to reshape its cultural tourism product supply system，To correspond to the new consumption trend，In this way, we can generate more conversions for local/surrounding travel consumers、Higher stickiness，Promote the evolution of the supply system，Form a new supply and demand structure of the destination。The night economy will play an important role in this structure。

Also see，Next five years，National confidence、Cultural confidence will be more “Strong”’s requirements and display，More national cultures、Excavation and condensation of regional local culture，will form more background for the integrated development of culture and tourism。

Chief Planning Officer of Guangzhou Lifeng Culture of Leyard Group、Li Wen, the manager of the night economy brand revealed，The current consumer group is the post-95s generation、after 00，They love their motherland、Advocating traditional culture，He has met many such young people，Their desire for 188bet app traditional culture、There is a very strong need to upgrade experience consumption。

Construction of museum memorial halls mentioned in the 14th Five-Year Plan outline、National Cultural Park Construction, etc.，Can be regarded as more display and core refinement of national culture。Take the museum as an example，It is the core of national self-confidence and cultural self-confidence，In new technologies、New customer group、New consumption、Under the combined effect of multiple factors such as new business formats，The museum has changed from aloof to more ";Grounding”’s consumption carrier，The influence of culture is realized through market-oriented consumption。Corresponds to the night economy，His exploration of culture、There are no small requirements for the richness of the content，And it is also in the form of a product、Differentiated competitiveness、Due to the need for city brand building and high recognition，So，In the competition for future urban destinations，Rediscover and replenish the local cultural system、Cultural IP or brand reshaping，It is the key。Highly attractive in the future、Night tour products with increasing room for development，Must have an outstanding cultural core。

Urban Update、Urban Industrial Transformation，This is also an important tone in the past five years。On the one hand，Urban space is transitioning from the incremental era to the stock era of change and innovation cycle，Coupled with the rise of a huge new middle class in consumption、Consumption needs of young customers，Promote the optimization of product and business formats in existing urban spaces、Make increment，The emergence of the night economy、Advanced，Can be understood as content innovation or upgrade at different times in the same space。On the other hand，Green development，The weight of cultural tourism industry has increased in the city’s entire industrial system，High-span integration of night-time economy，Become a multi-industry integrated development“Great Cultural Tourism”main element，This also adapts to the next high-quality development requirements of the cultural tourism industry，Become an important sector in promoting the innovative development of cultural tourism。

Why build a nighttime cultural tourism consumption gathering area?

New Five Years，It is a new cycle of upward development of the nighttime economy，This is the macro level；How to find the core breaking point of the night-time economy，A core grip，This is a relatively micro level。

Zhang Chaozhi thinks，The logic of developing night-time economy is to expand domestic demand，Need to integrate culture and tourism，Space to increase consumption，“We need to use new methods、New technology creates products、Create space。In the past few years，We realize that we need to expand our consumption time，To form a gathering area，Effective supply can only be formed because of matching factors。”

One of the selection requirements for national night culture and tourism consumption clusters，That is, the business concentration is high，Including cultural and tourism industry clusters，Rich supply of products and services，Night-time 188bet app cultural and tourism consumption and large consumption scale, etc.。

This somewhat represents the performance of the night economy entering a period of development and evolution，The form and model of the nighttime economy are changing，The integration and innovation of night-time economy have put forward higher requirements，New product、New industrial elements require more series integration，There is a single explosion point，There must also be the possibility of chain consumption，Belongs to a more typical point、line、Structure logic of surface。

Liang Mingzhu, the founding dean of Jinan University Tourism Planning and Design Institute, also said at the summit，There are many types of businesses in the night economy，To be synthesized、Gather，Inside the comprehensive gathering area，Another engine is needed，Create attraction points，This is a good topic that can promote the integrated development of night economy。

Extended to consumption throughout the city，Similar logic，Comprehensive form of nighttime economy, culture and consumption cluster，has become a core point in the urban consumption system，Consumption formats around the agglomeration area、Industrial elements can be reconnected and integrated，Bring new“LINE”and“面”is possible。

In the opinion of Li Wen, Chief Planning Officer of Guangzhou Lifeng Culture of Leyard Group，There are still many market pain points in the current nighttime economy: First，Abortion，But poor liquidity；Second，There are businesses but no industrial clusters，Much of the night economy is a disorderly street stall economy；Third，There is space but no business format for night landscaping，Now the country does not advocate image projects、Face Project；Fourth，Experience without consumption，Or single consumption、Low-end，Go beyond the traditional consumption scope。

He thinks，Strong business atmosphere，But the cultural temperament is weak，Lack of cultural connotation，There is no diversified content in the tens of thousands of square meters of civil construction with heavy asset investment，So it cannot become a night cultural tourism consumption gathering area，“It’s easy to increase traffic，But it is difficult to continue。”

Lifeng Culture tries to explore more，Including through cultural and technological integration、Integration of art and technology，Empower nighttime cultural tourism consumption cluster。

Li Wen thinks，One of the elements of building a night-time economic, 188bet app cultural and tourism consumption cluster is the construction of local culture + IP system，And the integration of digital technology innovation and artistic effects，Then there is linkage with surrounding businesses、Drainage shared by host and guest。These three dimensions constitute the structure of the night economy，The most important reference elements include basic night scenes、Cultural IP、Scene reconstruction、Real-time interaction、Space rescheduling。

He also proposed five major strategies，Integration of science and technology and innovation、Immersive experience upgrade、Cultural IP、Three-dimensional construction of the night tour ecosystem and new consumption and 188bet sports betting app download new business formats，What is shown is not a simple night scene，Not just lighting，“We have culture、Technology、What’s more important is the business format、has content，Lifeng Culture’s cooperation model is hope‘The government sets the direction、State-owned enterprises seize resources，Private enterprises provide products and services。”

How to reach the threshold of night-time economy?

Nighttime economic development is a systematic and complex project，Some details，A certain aspect has become a key factor affecting the overall trend，This is also the policy”High incidence“In the craze brought about by the combination of high market demand，Unavoidable difficulties。

Zhang Chaozhi mentioned，Do a good job in the night economy，Need time、Need space、Request product、Require brand，First of all, we must ensure that public transportation operating hours are postponed，Only when you have time for mass consumption can you become popular，Only the base number，For example, there are special night markets abroad、Night subway。

He concluded that，Night-time economy requires night conditions，Need to be based on economy、Taking culture as the foundation，Innovation and development must have scientific and technological means，Need travel products too，Maybe more talents are needed、Creativity，“According to each city’s own characteristics。There are still many policies needed，Generally speaking，These policies are time、Three guarantees of space and innovation capabilities，If you can do it，I believe that the development of our night economy is guaranteed。”

About time，Liang Mingzhu also mentioned，During the research, I learned that there are places where night business is restricted，Management violation beyond a certain time。She thinks，The night economy consumes time，should be in policy、Provide loosening measures at the management level，In order to give the night economy more room to develop。

And falls to a relatively more micro level，Investment in night economy projects、Building and operating，It’s even more unavoidable”Threshold“。

Investor representatives elaborated on the two directions of night-time economic products from an investment perspective，First, content，The second is the mode。To do night economy, you must have good content，The content is more cultural。If the project is not replicable，Maybe a single point，Cannot form scale，Will result in smaller revenue，“The product must be relatively mature、Patterns of replicability，Continuous expansion，”

Platform、Content，are the two points focused on by Li Xiuming, director of the investment department of Guangzhou City Investment Guangzhou Tower Culture and Tourism Company。He said，Through the capital link、Through the capital link，For example, he once proposed the concept of tourism industrial park as a platform，Create a platform to form a night performance、Gathering and integrating resources with more cultural attributes such as night entertainment，Through the capital link，For example, a joint venture、188bet sports betting app download Investment、Self-operated，The platform has been built，More rich content，The night economy is wonderful。

The industrialization trend of the night economy has also become obvious，This requires more industrial thinking in project creation and operation。

Quan Qiquan, executive director of Hezong Culture Group revealed，Many characteristic towns he inspected、The block was not successful，It’s because there is no industrial introduction thinking，“The night economy does not necessarily mean the lack of certain brands、A certain store，Even if the store is opened there，It may not be possible to create a night economy，When we are going to build a music town，There must be a music school，Includes drinks、Performing Arts Training、Training and incubation of night tours and other content。”

Zhang Yuanqi, senior vice president of Guangzhou Lifeng Culture of Leyard Group, mentioned an important detail，He thinks，In the original scene，New business combinations must satisfy young people’s consumption，Don’t forget 80、70 customers，They are also the main consumers，We must take care of the future，We also need to see now，Completely connect the future and the present，Only to solve the problem of family travel，Not just considering the satisfaction of young people’s consumption。

He also said，Building a cultural tourism project，Or the shaping of nighttime economy in scenic spots，Who is the customer group to target，Needs a very precise definition，“After finding the crowd，Just know what kind of scene is suitable to create，In order to create better consumption scenarios and experience spaces。”

The thinking needs to change.

Founder of Zhihui Group、Chairman Liu Zhaohui thinks，The nighttime economy requires several changes in thinking，First, explosive thinking，Think about what is the core attraction of night economy projects？Why consumers come？“Each destination city has a hot item，It is not a point or a product to carry，It is an ecology to carry it；So the second one is ecological thinking，Form products that meet the current comprehensive consumer experience，Not a single one，It can form a benchmark project，With spillover effects，The huge traffic and surrounding industries form a collaborative ecosystem；The third is industrial thinking，The night economy needs to open up many industries，Carrying new consumption、Under the new tourism background of new life concepts，Build operational projects with industrial thinking，And form the development of a larger industrial chain。”