It is already the seventh golden week. Judging from the feedback from all sides, the myth of holiday economy seems to continue. People who come back from a long trip are exhausted, and their bulging wallets are empty because of too much shopping? Since China officially implemented the Golden Week holiday system in May 2000, the holiday economy has been attracting people's attention. Tourism has become the leader of holiday economy in China, and concentrated consumption has become a prominent feature of holiday economy. According to statistics, in the first six Golden Weeks, more than 380 million domestic tourists were received, and the tourism income reached 654.38+0525 billion yuan. The operation of Golden Week shows that the Golden Week holiday system has achieved good comprehensive benefits, effectively promoted national economic growth and social progress, and embodied the prosperity of political harmony, national prosperity and people's security. It not only provides workers with relatively ample rest time, but also stimulates demand, enlivens the market, increases employment, prospers the economy and promotes the overall development of the tertiary industry such as service industry. Unconsciously, the seventh Golden Week ended with the cheers of "pots and pans are full" and "human and financial resources are available". As a new thing in China's social life, Golden Week pressed people several times. However, in the future, I have some doubts about whether the Golden Week can keep its color unchanged. How long will your myth last during the Golden Week?
The golden week operation has been exhausted.
It should be said that the two most prominent functions of long vacation are tourism and consumption. Through concentrated consumption during tourism and long vacation, the consumer market can be started and economic growth can be promoted. If seven golden weeks are represented by coordinates, people will see a clear parabola in the air. Judging from the market trend of the seven "golden weeks", although tourism is still hot, the scenery is no longer; And consumption is a bachelor's New Year-worse every year. Centralized consumption is often slow and dull. Although some shopping malls are still full of gunpowder, it is difficult to reproduce the "blowout" scene of the past. It can be seen that the attraction of Golden Week is not enough. On the contrary, the Golden Week began to show some drawbacks in its operation, which made people really feel its crisis and fatigue.
First of all, with the diversification and rationalization of residents' consumption patterns, people do not need to choose to concentrate on shopping during the Golden Week. Judging from the hot spots of consumption, the rapid growth of consumer demand in recent years is caused by many factors, among which "holiday consumption" formed by taking a long vacation is a brand-new and very important factor, which has a very obvious stimulating effect on consumption. However, with the passage of time, this new factor has become an old one. If there are no other new growth points, the future consumption growth should be adjusted back because of the influence of high base. According to the data of the National Bureau of Statistics, the total retail sales of social consumer goods only increased by 8.5% in1-February this year, down by 2. 1 percentage point compared with the same period of last year, while last year and the year before last were 10.4% and 10.6% respectively, which shows that the market weakened obviously in the holiday season. Although there are many consumption highlights in the market at present, this is only a local consumption hotspot, or it is in the primary stage, and its effect on the consumer market will gradually disappear, and it is impossible to become a dominant consumption hotspot in the near future.
Secondly, dishonest behaviors such as counterfeiting, driving up prices, deceiving tourists and false advertisements have disturbed the holiday market, and people dare not concentrate on holiday consumption and tourism. A random sampling questionnaire survey conducted by China Economic Climate Monitoring Center on more than 600 consumers in Beijing, Shanghai and Guangzhou shows that 64.5% consumers feel that the price level has increased during the long holiday, 26% consumers feel that it has remained basically unchanged, and 9.5% consumers feel that the price level has decreased, and the price increase is 55% more than the price reduction. At the same time, for the service level during the long vacation, 12.5% of consumers feel improved, 44% feel basically unchanged, 43.5% feel reduced, and the service with improved feeling is 3 1% less than that with reduced feeling. From this, it can be seen that rising prices and declining services are the strongest problems that consumers have reflected, and they are also the main reasons that hinder the faster growth of holiday economy. At the same time, it has been three years since the "holiday economy" began, and it is still common to cheat customers by using the "Golden Week" to raise prices, which greatly affects tourists' interest in traveling and shopping.
Third, various "bottlenecks" still exist, and people are nervous about traveling. Traffic has always been a persistent problem. Phenomenologically, the concentration of people on holidays and the lack of transportation capacity are a pair of contradictions that are difficult to reconcile. Although the transportation department tries its best to make overall arrangements, there are always some people who are stopped outside the door. In fact, because the transmission of transportation information is not very smooth, there is a phenomenon of tight and excess capacity in the transportation market. At present, various transportation departments, including civil aviation, railways, highways and water transport, not only have their own administrative subordination, but also lack effective communication in market competition. Passengers often find it difficult to make suitable choices because of poor traffic information, which ultimately affects their travel. Traffic information lacks authoritative, systematic and timely distribution channels, and most of CCTV's travel references cannot be tested, which greatly restricts passengers' travel planning. Poor information correspondingly makes it difficult for passengers to accurately and timely convey their real needs and wishes to transporters, thus affecting transportation efficiency. Even if the bottleneck of "going out" is cleared, "staying inside" is also disturbing. Judging from the tourist information forecast of the first and second phases of the "Eleventh Golden Week" issued by the National Holiday Office, although the booking rate of hotels and restaurants in key tourist cities and scenic spots in China during the "Eleventh" period is not high, most of them have not yet exceeded 50%. In fact, "live well" still has a long way to go. Behind the phenomenon of "oversupply" in China hotel industry, structural imbalance has become another "bottleneck" of holiday tourism. Judging from the scale of hotels, China's hotel industry is a "spindle-shaped" industry structure with a big middle and a small two ends, that is, there are many medium-sized hotels and few large and small hotels, which makes tourists not necessarily achieve the best satisfaction in housing. People are worried about whether they can "get out" and "live", and finally whether they can "live well", so they have to choose to avoid it so as not to "spend money to buy punishment"
Fourth, the destructiveness brought by the Golden Week to people is also indescribable. A tourist said in his travel diary: this is seven days of happiness and disappointment, and this is seven days of flying away and crowding. These seven days have certain construction significance. From the official figures, the income of civil aviation, railways, scenic spots and hotels is all red. At the same time, it is far more destructive than this, and the overload operation for a week in a row has brought irreparable losses to many aspects. He cited two facts to illustrate: First, Golden Week is a safety accident week. Traveling around and seeing many accidents was very shocking. In 7 days, nearly 1 100 million people traveled, which was the inducement for the Golden Week to become a safety accident week. The author consulted relevant information and found some evidence for the tourist's speech. According to the newspaper, during May 1 this year, there were 63 traffic accidents in Yunnan, and 86 people died in other places, all of which were concentrated near the scenic spot. Perhaps seeing too many accidents, tourists said, "Behind the holiday economy, there are some fresh lives. The economic benefits of the Golden Week are important, but we should not ignore human life. " Second, the damage to tourist facilities caused by the overload of tourist spots is enormous. Due to too many people, traffic jams and scenic spots are damaged everywhere because of crowds.
Fifth, the Golden Week did not really stimulate domestic demand. It is undeniable that the Golden Week is an important opportunity to stimulate consumption and stimulate domestic demand, and it is also an important reason why the Golden Week is the Golden Week. But in a sense, the holiday economy is actually an imaginary economy. The so-called "three-year crazy profit of 654.38+080 billion" is superficial. This is another game. The "turnover" of these seven days is actually the concentrated consumption in recent months. The situation may be because the long vacation is coming, and people wait until the long vacation to buy things they bought last month. The places I want to go on weekends are also reserved for the Golden Week. So the total consumption has not increased. What's more, people didn't take the money out of their pockets during the Golden Week. Otherwise, why has the total savings of China residents climbed year after year in recent years, and recently exceeded 80 trillion yuan?
Golden week needs innovation
The attraction of Golden Week is not as good as before. Does it mean that the "holiday economy" has begun its journey to the end? Indeed, after consumers gradually become more rational, consumers demand higher quality holidays, and people are no longer satisfied with "visiting here". This means that if businesses can't come up with new service products that meet the needs of consumers, the business opportunities brought by "holiday economy" will be less and less, and the "golden" quality of "Golden Week" will be lower and lower. However, before the introduction of new vacation measures, it is still necessary to let the Golden Week continue to play its role and not let it fade prematurely!
First of all, businesses should take the strange cycle of starting to get rich during holidays. The attitude of some businesses towards the holiday economy is still "no business for three years, no business for three years". Although "holiday economy" has become a part of residents' consumption life, many tourist attractions, tourism enterprises and commercial enterprises in China still remain in the old thinking and service mode, thinking that tourism is still a special product of a few rich people, and only the rich will "go shopping crazily", so the price should of course be high and make a fortune on holidays. Take Hengyang as an example. There are three parks in the medium-sized cities in southern Hunan, one of which costs only 1.5 yuan. A long holiday, this park put some scenic spots in the park, and then the price increase to 10 will expire, almost all of the last three golden weeks. Two other parks sometimes follow suit. Another bottle of mineral spring sells for two yuan in the store outside the Watergate, 4 yuan in the park, 2 yuan 50 cents in the store outside a box of instant noodles and 5 yuan in the park. Usually it is different from long holidays, and it is different inside and outside the park. The management mode caused by this monopoly ignores the market situation and consumer psychology, keeps people out and inhibits people's holiday consumption.
Secondly, during the Golden Week, it is necessary to launch a special holiday network. We have been short of special holiday products. According to the newspaper, in Beijing, Beijing's commercial sales hit a new high every Golden Week. Traditional Beijing candied fruit and roast duck have always been a must-buy food for foreign tourists. During the Golden Week of May 1, 2000, only department stores and Dong 'an market sold tens of thousands of vacuum-packed roast ducks. But unfortunately, every place has such a "specialty" as Beijing. In addition, traditional food can no longer meet the shopping needs of foreign tourists, who want to buy goods that reflect local characteristics and represent fashion at the same time. But unfortunately, so far, many local businesses have not provided many local specialty goods for consumers to choose from.
Third, the Golden Week should not only be about traveling and shopping, but also the holiday economy should have richer connotations. The main point of connotation is the willingness and wave of consumption induced by the happy atmosphere of long vacation. Around this will, we can develop various products to meet the needs of consumers and seize business opportunities. For example, guide people to grow vegetables in the suburbs, guide people to learn to charge, enrich literary products, and guide people to appreciate. This is still an area to be further developed and has great potential.
New Vacation Ways Challenge the Golden Week
When people cheer to keep the effect of the Golden Week, we should also prepare a retreat for the Golden Week. It is necessary to improve or reform the Golden Week. After all, Golden Week, a planned holiday, has limited vitality. On the one hand, the introduction and implementation of paid vacation can fill the gap. Because of China's large population, the leisure time is too concentrated, which not only leads to the congestion of food, housing, transportation, entertainment and shopping, but also leads to the low consumption in the months after the "Golden Week". The implementation of the paid vacation system is conducive to meeting the increasingly obvious personalized consumption demand, making full and rational use of social resources and long-term stable economic and social development. The paid vacation system can ensure that individuals can choose their own vacation time, avoid the excessive similarity of vacation methods and make up for the concentrated vacation consumption behavior. It is understood that in countries and regions with developed economies and relatively perfect market economies, the national paid vacation system is generally implemented. This kind of holiday breaks the imbalance of leisure time. We can even expand "Golden Week" into "Golden Month" and "Golden Season" to make full use of social and natural resources. As early as 1994, China's labor law has stipulated the paid vacation system, but due to various reasons, the implementation measures have not yet been introduced. However, when paid vacation is introduced, there is no doubt who will replace the long vacation. Golden week is a combination of three legal holidays and two weekends, and the state only adjusts the rest time. Paid vacation, it is impossible to cancel long holidays such as May Day and National Day. With paid vacation, people have another choice, and the contradiction will not be so sharp.
On the other hand, you can try other methods. In order to alleviate the morning traffic congestion, some places have introduced time-sharing system, which divides the working hours from unified time to different time according to the different geographical location and the nature of the unit. In this way, the effect of shunt is achieved. In the absence of paid holidays, the Golden Week holiday mode can also follow this rule and implement flexible Golden Week, that is, some places can have a holiday one week in advance, some areas can have a holiday at normal time, and some places can postpone a week's rest, so that the peak of tourism and shopping can also be staggered.
Some people say that the naming of Golden Week is too utilitarian, and it is one of the products of our utilitarian era! Everything will cease to exist. Gone with the wind Either way, I'm afraid the lively scene before the Golden Week is gone forever. How long can the Golden Week last? Let's accept time together. When people have money in their pockets, they will dare to spend money, and the country will not need such an opportunity as the Golden Week (Huang Dunfu)
Communication: 42 100 1 Huang Dunfu, 4th floor, zhengxiang district Credit Cooperative, No.48 Chuanshan Road, Hengyang City.