“五一”经济有多“旺”，消费热潮在路上

How "prosperous" is the "May 1 ST" economy, and the consumption boom is on the road

【环球网报道 记者 王楠】吃一顿山东淄博烧烤人均消费50元，带动当地交通、住宿等消费750元；一张四川成都大熊猫繁育研究基地门票仅需50元，带动当地交通、住宿等消费1450元；一碗广西柳州螺蛳粉人均20元，带动当地交通、住宿等消费975元……这些看似不起眼的旅游标签，凭借百元消费撬动了十余倍的消费力。

[GlobeNewswire] A meal of Shandong Zibo barbecue per capita consumption of 50 yuan, driving local transportation, accommodation and other consumption of 750 yuan;A ticket to Chengdu Giant Panda Breeding Research Base in Sichuan costs only 50 yuan, driving local transportation, accommodation and other consumption of 1,450 yuan;A bowl of Guangxi Liuzhou snail noodles per capita 20 yuan, driving local transportation, accommodation and other consumption of 975 yuan ...... these seemingly insignificant tourism labels, with a hundred yuan consumption pry more than ten times the consumption power.

据文旅部披露，今年“五一”假期，全国国内旅游出游合计2.74亿人次，同比增长70.83%，实现国内旅游收入1480.56亿元，同比增长128.90%。数据显示，“五一”期间全国电影票房突破15亿元，远超去年同期；全国餐饮消费规模较2019年增长超90%；长线出行的住宿订单量较2019年增长超40%。专家表示，滚滚消费热潮已在路上，随着旅游出行、酒店住宿、文化娱乐行业在今年“五一”假期中的爆发式增长，中国市场巨大的消费潜力与活力正在被不断释放。

According to the Ministry of Culture and Tourism, during this year's "May Day" holiday, a total of 274 million domestic tourism trips were made, up 70.83% year-on-year, with domestic tourism revenue of 148.056 billion yuan, up 128.90% year-on-year.Data show that the national movie box office during the "May Day" period exceeded 1.5 billion yuan, far exceeding the same period last year; the national food and beverage consumption scale increased by more than 90% compared with 2019; The volume of accommodation orders for long-distance travel increased by more than 40% compared with 2019.Experts said that the rolling consumption boom is already on its way, and with the explosive growth of travel, hotel accommodation and cultural entertainment industries during this year's May Day holiday, the huge consumption potential and vitality of the Chinese market is being released continuously.

旅游市场回归上行通道

The tourism market returns to the upward channel

热门酒店满房、热门景区门票销售一空……成为这个“五一”假期常见的景象。日前，各大旅游平台最新发布的数据也折射出了今年“五一”旅游行业强劲的复苏态势。

Popular hotels are full of rooms, popular scenic spot ticket sales an empty ...... become this "May Day" holiday a common scene. A few days ago, the latest data released by the major travel platforms also reflected the strong recovery of the tourism industry this year's "May Day".

携程数据显示，今年“五一”假期期间，用户飞行距离达近四年巅峰，出游半径较去年同期增长25%；跨省酒店预订占比超七成；国内景区门票票量同比增长9倍，较2019年“五一”假期增长超2倍；出境游订单同比增长近7倍，多地机酒订单超2019年水平。

Ctrip data show that during this year's "May Day" holiday, the flight distance of users reached the peak of nearly four years, and the travel radius increased by 25% compared with the same period last year; the booking of cross-province hotels accounted for more than 70%; the volume of tickets for domestic scenic spots increased by 9 times year-on-year, and increased by more than 2 times compared with the 2019 "May Day" holiday; the orders for outbound travel increased by nearly 7 times year-on-year, and the orders for airplane and wine in many places exceeded the level of 2019.

同程旅行数据也指出，“五一”假期旅游业全面爆发。其中，4月29日至5月1日，交通、酒店、景区的单日预订量均超过了春运期间的单日预订量峰值。同程研究院相关负责人告诉记者，按照过去的市场经验来看，春运往往是一年中交通客流量最高的时段，但今年“五一”假期，国内游客集中出游，整体出行市场客流量超过了春运高峰日。

In terms of transportation, the number of people buying train tickets on the Go.com platform at the same time hit a record high. On the first day of the "May Day" ticket release, many tickets for popular lines were sold out within minutes, and even if additional trains were opened, they were also snatched up as soon as the sale started. In terms of self-driving tours, according to Tik-Tok's big data, the 2023 "May Day" holiday ushered in the peak of cross-city self-driving tours. During the period, cross-city travel orders accounted for an average of more than 52%, and long-distance (orders of more than 50 kilometers) travel enthusiasm "soared" and became the main body of the May Day holiday cycling trip.

交通方面，去哪儿平台上同时在线购买火车票人数创历史新高。“五一”车票放票首日，多条热门线路几分钟内均已售罄，即便又增开列车，也是开售就抢空。自驾出行方面，根据嘀嗒顺风车大数据，2023年“五一”假期迎来顺风车跨城出行高峰。期间，跨城出行订单占比平均为52%以上，中长途（订单里程为50km以上）出游热情“高涨”，成为五一假期顺风车出行的主体。

In terms of transportation, the number of people buying train tickets online at the same time on the Where to go platform is at a record high. The first day of "May Day" ticket release, many popular lines have been sold out within minutes, even if additional trains are opened, is also open for sale on the grab empty. In terms of self-driving travel, according to Tik-Tok's big data, the 2023 "May Day" holiday ushered in the peak of cross-city travel by car. During the period, cross-city travel orders accounted for an average of more than 52%, long-distance (orders of 50km or more) travel enthusiasm "high", become the main body of the May Day holiday ride travel.

飞猪有关负责人指出，尽管假期时长相较于春节短了2天，但今年“五一”假期国内游客的出游热情远高于春节，“五一”假期国内游预订量相较于春节翻倍增长，创下了“五一”假期历史峰值。

The person in charge of Flying Pig pointed out that although the length of the holiday is 2 days shorter than that of the Spring Festival, the enthusiasm of domestic tourists during this year's "May Day" holiday is much higher than that of the Spring Festival, and the booking volume of domestic travel during the "May Day" holiday has doubled compared to that of the Spring Festival, which has set a historical peak for the "May Day" holiday.

“这与前两年消费者以本地游、周边游为主的旅游方式有了显著差异，代表着旅游消费信心全面恢复，旅游市场回归上行通道。”携程研究院战略研究中心主任彭涵告诉记者。

"This is a significant difference from the previous two years when consumers mainly traveled locally and around the area, representing a full recovery of tourism consumption confidence and the return of the tourism market to the upward channel." Peng Han, director of the Strategic Research Center of Ctrip Research Institute, told reporters.

那么，未来将如何保持旅游消费长期向好的势头？中国社科院旅游研究中心特约研究员、新时代文旅研究院院长吴若山认为，各地必须继续加大业态创新供给，实施更为精准的品牌营销和个性的旅游品牌塑造，持续升级服务水准，如此才能使旅游释放更多活力，更好实现旅游消费对经济增长的促进作用。

So, how will the future maintain the long-term momentum of tourism consumption to the good? Wu Ruoshan, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences and director of the New Era Institute of Culture and Tourism, believes that all places must continue to increase the supply of industry innovation, implement more accurate brand marketing and personalized tourism branding, and continue to upgrade service standards, so that tourism can release more vitality and better realize the role of tourism consumption in promoting economic growth.

因“食”而动，为“吃”而游

Move because of "eating" and swim for "eating"

因“食”而动，为“吃”而游，形形色色的旅游标签也成为了今年“五一”假期激发城市消费潜力的关键。一顿淄博烧烤、一次与熊猫“花花”的见面、甚至一碗螺蛳粉，都能成为大家对这座城“非去不可”的理由。

The "food" and move, for the "food" and travel, all kinds of travel labels have become the key to stimulate the consumption potential of the city this year "May Day" holiday. A Zibo barbecue, a meeting with the panda "Huahua", or even a bowl of snail noodles, can become the reason why we "must go" to this city.

据商务部商务大数据监测，今年“五一”假期，餐饮业消费热度高企，全国重点零售和餐饮企业销售额同比增长18.9%。

According to the Ministry of Commerce business data monitoring, this year's "May Day" holiday, food and beverage consumption is high, the national key retail and catering business sales increased by 18.9% year-on-year.

美团数据显示，“五一”假期前三天，全国餐饮消费规模较2019年同期增长92%，部分餐厅重现排队等位超过1000桌的火热态势。其中，三月份走红的淄博烧烤成了今年“五一”餐饮界，并带动零售平台盒马鲜生烧烤类商品周环比增长241%。其中，重庆、长沙、苏州、南京四个城市的烧烤类商品销售周环比增幅超过350%。

The data of Meituan shows that the first three days of the "May Day" holiday, the national food and beverage consumption scale increased by 92% compared to the same period in 2019, and some restaurants reappeared in the hot situation of waiting in line for more than 1,000 tables. Among them, in March the popularity of Zibo barbecue into this year's "May Day" catering sector, and drive the retail platform box horse fresh Sang barbecue goods week-on-week growth of 241%. Among them, Chongqing, Changsha, Suzhou, Nanjing, four cities of barbecue goods sales week-on-week increase of more than 350%.

海底捞于“五一”假期集中上架的春夏新品，也吸引了不少顾客前去打卡。 “看到有人推荐海底捞春夏新品，刚好又是‘五一’假期，就想探索一下未知的美食，特地过来打卡一下”，外出旅游的张女士在海底捞门店就餐时介绍道。

Haidilao in the "May Day" holiday focused on the shelves of new spring and summer products, but also attracted many customers to go to the card. "Seeing someone recommend the Haidilao spring and summer new products, it just happens to be the 'May Day' holiday, so I want to explore the unknown food, specially come to hit the card," said Ms. Zhang, who was traveling to dine at the Haidilao store.

“‘五一’假期前三天，海底捞全国门店共计接待顾客近530万人次，同比增长约65%，同比上周增长约80%。”海底捞相关负责人向记者表示，“尤其是旅游热带动餐饮热，‘五一’假期前三天，海底捞在新晋热门旅游城市淄博接待人次同比增长4.7倍。”

"The first three days of the 'May Day' holiday, Haidilao stores nationwide received a total of nearly 5.3 million customers, an increase of about 65% year-on-year, and an increase of about 80% compared with last week." The person in charge of Haidilao said to reporters, "Especially the tourism fever drives the dining fever, 'May Day' holiday first three days, Haidilao in the newly popular tourist city of Zibo received 4.7 times year-on-year growth in the number of people."

“此外，今年不少消费者选择城市郊旅露营或组织家人聚餐，这也让聚会型外送需求大大增加”，该负责人表示，仅5月1日当天，全海底捞国线上外卖订单量环比上周一上升68.8％，外卖收入环比上周一上升81.3％。

"In addition, this year, many consumers choose urban suburban travel camping or organize family dinner, which also makes the party-type delivery demand increased greatly", the person in charge said, only on May 1, the whole submarine country online take-out orders rose 68.8% compared to last Monday, take-out revenue rose 81.3% compared to last Monday.

“假日经济对于餐饮市场的拉动作用非常明显。”商务部研究院电子商务研究所副研究员洪勇表示，对于上市餐饮企业来说，“五一”假期的消费热潮也有望提振二季度业绩。

"The pulling effect of the holiday economy on the restaurant market is very obvious." Hong Yong, deputy researcher of the Institute of E-commerce of the Ministry of Commerce, said that for the listed catering companies, the consumption boom of the "May Day" holiday is also expected to boost the second quarter performance.

数据显示，“五一”小长假期间奈雪的茶全国1100多家门店订单数环比、同比双提升，较节前一周环比提升113%，较去年“五一”则同比提升近120%。“五一”小长假5天时间共售出近600万杯茶饮。据了解，这一销量成绩也是奈雪有史以来以来最高数据，可见今年“五一”消费之火热。

Data show that during the "May Day" holiday, the number of orders from more than 1,100 stores nationwide increased by 113% compared to the week before the holiday, and nearly 120% compared to last year's "May Day". "May Day" holiday 5 days a total of nearly 6 million cups of tea sold. It is understood that this sales performance is also the highest data since the Naixue has ever, it can be seen that this year's "May Day" consumption of hot.

线下文娱活动迎来“最拥挤五一档”

Offline recreational activities ushered in the "most crowded May Day file"

随着“五一”假期走向尾声，2023年电影“五一”档也迎来了收官。

With the "May Day" holiday coming to an end, the film "May Day" in 2023 also came to an end.

据灯塔专业版实时数据，截至5月3日20时30分，2023年“五一”档票房突破15亿元，其中，电影《人生路不熟》《长空之王》《这么多年》分列前三，大盘票房实现了连续两日逆跌，且前4天大盘票房均突破3亿元，总观影人次超3700万人。

According to the real-time data of Lighthouse Pro, as of 20:30 on May 3, the box office of 2023 "May Day" file exceeded 1.5 billion yuan, of which, the movie "Life is not familiar", "King of the Long Sky" and "So many years" are divided into the top three, the big box office achieved two consecutive days of reverse decline, and the first four days of the big box office exceeded 300 million yuan, the total number of moviegoers exceeded 37 million.

近20部新片的涌入，令这个“五一”档期成为“史上最挤”，数量之多不仅创历史同期之最，甚至超过历年春节档。“最拥挤”档期带来了更加丰富的类型和题材，动作、喜剧、爱情、灾难、犯罪、动画，可谓一应俱全。

The influx of nearly 20 new films, so that this "May Day" slot has become the "most crowded ever", the number of not only the most in the history of the same period, and even more than the Spring Festival in previous years. The "most crowded" schedule brings a richer variety of genres and subjects, action, comedy, romance, disaster, crime, animation, can be described as a full range.

灯塔专业版数据分析师陈晋分析称，在多部影片口碑效应的带动下，“五一”档大盘票房实现了连续两日逆跌，且前4天大盘票房均突破3亿元，电影市场有明显回暖。

Lighthouse professional data analyst Chen Jin analysis, in a number of films driven by word-of-mouth effect, "May Day" file big box office to achieve two consecutive days of reverse decline, and the first four days of the big box office exceeded 300 million yuan, the film market has significantly rebounded.

影院负责人曾盼也对媒体谈到，新上映影片题材丰富，能够满足不同年龄段观影需求，吸引到大批亲子观众。随着部分影迷旅游归来，影市有望迎来新一波观影高峰，“五一”档带来的观影热潮，周期会随之拉长，档期内上映的影片票房仍有抬升空间。

The person in charge of the cinema, Zeng Pan, also spoke to the media, the newly released films are rich in subject matter and can meet the needs of different age groups, attracting a large number of parents and children. With the return of some movie fans from tourism, the film market is expected to usher in a new wave of movie-going peak, "May Day" file brings a wave of movie-going, the cycle will be lengthened, the film released during the slot box office still has room to rise.

与观影热潮同期而至的是线下文娱活动的强劲复苏。

At the same time as the movie-watching boom, there is a strong recovery of offline recreational activities.

据文化和旅游部消息，2023年“五一”假期，全国各级公共图书馆、文化馆（站）继续免费开放，积极探索打造新型文化空间，开展沉浸式体验等形式多样的文化活动。全国共举办广场舞、群众歌咏、“村晚”等群众文化活动约4.75万场，参与人数约1.66亿人次。

According to the Ministry of Culture and Tourism, on May 1, 2023, public libraries and cultural centers (stations) at all levels nationwide continued to open for free, actively exploring the creation of new cultural spaces and carrying out immersive experiences and other forms of cultural activities. A total of 47,500 square dance, mass singing, "village night" and other mass cultural activities were held nationwide, involving 166 million people.

值得关注的是，“五一”假期，全国共举办营业性演出3.11万场次，票房收入15.19亿元，观演人数约865.49万人次。4月至5月，草莓音乐节、迷笛音乐节、麦田音乐节等由专业音乐公司操手的传统音乐节甚至一票难求。

It is worth paying attention to the "May Day" holiday, the country held a total of 31,100,000 business performances, box office revenue of 1.519 billion yuan, the number of people watching the show about 8,654,900. April to May, Strawberry Music Festival, Minute Maid Music Festival, Maitian Music Festival and other traditional music festivals handled by professional music companies even hard to find tickets.

此外，文博看展、文化演艺、国风国潮热成为旅游新风尚，“旅行+演艺”“旅行+看展”“旅行+刷博物馆”受到市场青睐，各地相继推出看展式社交、国风汉服、围炉煮茶、音乐雅集等活动，演唱会、音乐节所在地周边的酒店预订量同比升高，旅游在周边消费场景的溢出效应愈发明显。

In addition, cultural museums to see the exhibition, cultural performing arts, the national style of the national trend has become a new trend in tourism, "travel + performing arts" "travel + see the exhibition" "travel + brush museum" by the market, around the exhibition of social, national style of Chinese costume, around the stove to cook tea, music and other activities, concerts, music festivals around the location of the hotel booking rose year-on-year, tourism in the surrounding consumption scene of the spillover effect is becoming more and more obvious.