Jimu News reporter Zhou Dan
walked into a herbal tea shop to drink a cup of "Tiuigui Guiling Cream", went to a tavern to watch an immersive drama, and after the concert went to the livehouse to "extend the stall" to sing... As night fell, young people's "city drink" "A hot start. Meituan data shows that since the beginning of this year, bar orders have increased by 90% year-on-year, and livehouse orders have doubled.
On April 27, Meituan released the 2024 Bar Guide. A total of 630 specialty bars in 40 cities across the country were selected, including a total of 21 bars in Wuhan.
Meituan data shows that since this year, Wuhan’s nighttime entertainment orders have accounted for nearly 57%. Among them, the scale of online consumption orders in bars has increased by 60% year-on-year, and the number of livehouse orders has increased by 210% year-on-year.
Young people love to go to bars to listen to live performances and watch performances
According to a survey report on the consumption habits of urban residents by the Ministry of Commerce, 60% of urban consumption occurs at night. The post-95 generation has become the main group of the night economy. The consumption space represented by bars shows The city’s nighttime consumption vitality also carries the unique lifestyle of young people.
From beer bars, livehouses, taverns, craft beer bars to disco nightclubs, "city drink" nightwalkers light up the bar map in the streets and alleys - meet up with a few friends, drink and talk at the bar, and enjoy a night to relax and get tipsy; go to a strange city, follow the bar guide to follow the pictures, and explore the b-sides of life in the city... Looking at the 2024 bar guide, the bar industry is full of vitality, and the popularity of livehouses is still high, with a total of 86 stores on the list; special taverns Full of novelty, the number of merchants on the list reaches 122; the craze of craft beer continues to be popular, and 31 high-quality craft beer bars are selected.
Young people in every era are creating their own trendy life. Returning to offline, high-quality music scenes, immersive atmosphere experience, and special drinks and snacks, the nightlife trend of Generation Z young people must be livehouse. Zhao Kaiyi, founder of Xiang Livehouse, said that at present, consumers born after 1995 and 2000 account for more than 70%. More than 90% of young consumers are willing to pay for the atmosphere of trendy culture, and "spiritual resonance" is what most A big reason for consumers to choose. The popularity of young people has accelerated the growth of the industry. Meituan data shows that the number of livehouse online stores on the platform will double year-on-year in 2023.
The atmosphere of the livehouse is full of atmosphere (photo provided by the interviewee)
More and more bars have become a part of the city, giving rise to different urban temperaments. Meituan Bar Guide survey data shows that about 30% of out-of-town consumers will follow the list to explore city-specific bars. Therefore, on the basis of "bar + national trend", the "new Chinese-style" bar incorporating localized elements allows young people to have a more intuitive understanding of the life and culture of a city.
In the 2024 Bar Guide, a group of bars with urban characteristics, individual expression and innovative vitality were favored. The Liu·Ancient Whiskey Bar from Suzhou mixes cocktails with Chinese poetry, lighting up the poetic and picturesque scenery of Jiangnan at night in drinks such as "Poppy Beauty" and "Orchid Pavilion Preface"; the bar fable located in Changsha·cures diseases with medicine. Only by pressing the hidden switch in the medicine box can a "life prescription" of the collision of traditional Chinese medicine and alcohol be given; Guangzhou's Loeng Caa is known as a "herbal tea shop that only sells alcohol", with cocktail herbal tea, tangerine peel gin, slightly intoxicated Guiling ointment, etc. A variety of drinks with Cantonese characteristics can awaken young people’s urban memory of ancient herbal tea.
Young people light up the trendy nightlife
The night economy has become an important part of urban commerce and an effective carrier to highlight the characteristics and vitality of the city. Bars are typical representatives of city nightlife. According to Meituan data, "9 p.m." and "11 p.m." are two small peaks in bar consumption. As of the end of April, Chengdu, Shanghai, Beijing, Shenzhen, and Guangzhou were the five cities with the largest number of bars listed on Meituan. They are also representatives of the “city that never sleeps” with active night consumption, youth gathering, and the source of trendy culture.
In the past year, the bar industry has recovered rapidly. Meituan data shows that the transaction volume of bar guide merchants in 2023 has increased by more than 60% compared with before the list. Track segmentation, consumption sinking, and cross-border integration have become new trends in industry development.In terms of business segmentation, chaining drives the accelerated expansion of livehouse stores. Chengguan District of Lanzhou, Wuhou District of Chengdu, and Chaoyang District of Beijing are the three major urban areas with the largest number of livehouse stores; emerging business formats such as wine bars have become dark horses for growth, and Meituan’s online stores The number increased by more than 250% year-on-year. The market is sinking significantly, and pubs in many counties are very popular. In the past year, the number of bars in counties on Meituan has increased by more than 70% year-on-year. As more and more bar formats take root in cities, they have evolved from a single model to multiple formats such as "bar + catering", "bar + performance", "bar + exhibition", etc., with a wider range of consumer groups, more diverse consumption scenarios, and more consumer experiences. It’s also more trendy.
"Music festivals at livehouses", "taverns open 24 hours a day", "drinking and watching movies on the roadside"... Young people's diverse needs for nightlife are unleashing strong consumption potential. Young people who advocate that "the province should have flowers" have "rolled" the bar industry into the era of quality-price ratio. On the Meituan platform, many bars have launched promotions offering a gin and tonic for 9.9 yuan. It is understood that in order to provide young people with a more cost-effective and trendy nightlife experience, Meituan Bar Guide will work with listed merchants to launch signature drink packages with as low as 50% off to further gather nighttime popularity and activate consumption potential. In addition, the bar guide will also launch online and offline "drink maps" in Shanghai and other cities to connect new drinking routes in the city with "jointly branded special drinks."
"Bars are a barometer of the city's nighttime economy. Meituan's massive user content and bar online operating features on the comprehensive platform, through the bar guide, select the best of the best, select the nightlife gathering places in the minds of young people, and let more people experience the trend." Nightlife provides a wealth of choices and promotes the continued prosperity of the pub economy and the city’s night economy,” said the person in charge of Meituan’s leisure and entertainment business.
(Source: Jimu News)
