Table of Contents
Executive Summary
-
- Night consumption is a big market with promising growth potential
- Night spending is estimated at roughly 11% of GDP yearly
- Sleep late phenomenon makes night economy potentially grow
- Consumers look for relaxation at night
- Government support to develop the night economy means better amenities and more choices for consumers
- The night consumption supply side needs to catch up
- More opportunities on late-night menu innovation
- Healthy lifestyle drives interest in fitness and “switching off” at night
- The consumer
- Longer night life for the younger ones, those in tier one and the South
-
- Figure 1: Calculated night length hours on weekdays, August 2019
-
- Figure 2: Calculated night length hours on weekdays, by generation, August 2019
- Figure 3: Calculated night length hours on weekdays, by city tier, August 2019
-
- Figure 4: Calculated night length hours on weekdays, by region, August 2019
- The majority do not spend that much but the high-spending segment is sizeable
-
- Figure 5: Average spending at night per week in last six months, August 2019
- Increasing interest in keeping fit and cultural activities, while clubbing is becoming less popular
-
- Figure 6: Frequency of doing different night activities in the last six months, August 2019
-
- Figure 7: Trends in future night life activities, August 2019
- Relaxing rather than challenging
- Novelty can be a differentiated attractiveness for certain groups
- Preference for cultural venues seen across generations
-
- Figure 8: Night activities preference, August 2019
- Spending is more influential than night time on night activity
-
- Figure 9: Night activity attitude and profiles, by different night time owners with night spending, August 2019
- What we think
Issues and Insights
-
- Relaxation or de-stress is most wanted in all walks of life at night
- The facts
- The implications
-
- Figure 10: De-stress-themed houses in Shanghai, China, 2019
-
- Figure 11: Share of new food and drink products with “functional – stress & sleep” claim launched globally and in China, 2012-19
- Figure 12: Examples of CPG brands tapping into night care occasions, China, 2019
- Bring more novelty to leisure activities
- The facts
- The implications
The Market – What You Need to Know
-
- Consumer night spending accounts for 11% of GDP
- Sleep late phenomenon makes night economy potentially grow
- Consumers look for relaxation at night
- Food delivery broadens late-night meals into more mass
- Healthy lifestyle drives interest in fitness after work
- Longer screen time and the need for “switching off”
- Night tourism also has an opportunity
- Government support to develop the night economy means better amenities and more choices for consumers
- More HoReCa brands have entered the late-night meal market
- Night tourism starts to boom
- Cultural venues are catching up
Market Overview
-
- Methodology of market size estimation
- Night spending is estimated at roughly 11% of GDP yearly
-
- Figure 13: Consumer expenditure, by sector, in RMB billion, 2018
- Experience-driven economy can be further increased at night
Market Drivers
-
- Staying up late at night
- Consumers looking for relaxation at night
- Food delivery broadens late-night meals into more mass
- Healthy lifestyle drives interest in fitness activities especially after work
-
- Figure 14: Claimed gym memberships, by city tier, 2016-19
- Longer screen time and the need for “switching off”
- Night tourism has great potential opportunity
-
- Figure 15: Reasons for spending more, by category, May 2019
-
- Figure 16: Number of museums, art performance venues and public libraries, 2013 and 2017
- Figure 17: Visitors to museums, art performance venues and public libraries, 2013 and 2017
- Government support to develop the night economy means better amenities and more choices for consumers
Players in the Market: Trend Observations
-
- What’s emerging in China?
- HoReCa brands enter midnight meal market in China
-
- Figure 18: KFC Night Meal Menu 2019
- Figure 19: Nayuki’s Bar 2019
- Night tourism starts to boom
-
- Figure 20: Shanghai Wild Animal Zoo, August 2019
- Figure 21: Beijing Enamel Factory Night Tour, July 2019
-
- Figure 22: Forbidden City Night in Lantern Festival, February 2019
- Cultural venues are catching up
-
- Figure 23: 1200 Bookstore in Guangzhou
- What can be inspired from global?
- “Night Safari” in Singapore
- Night Museum
- Fitness Space
- Night Tourism Spectacular
-
- Figure 24: Van Gogh-Roosegaarde Cycle Path
- Figure 25: Shirakawago Winter Light-Up Event
The Consumer – What You Need to Know
-
- Most do not see their night life eroded by work yet
- The majority do not spend that much but the high-spending segment is sizeable
- Saving time for chores, more for family bonding
- Entertaining and “flexible” exercise/sports and cultural night life are future stars
- Karaoke and nightclubs are losing favour
- Relaxation is the core for night activities
Personal Time in the Evening
-
- Most surveyors follow a 9-5 routine with plenty of personal time at night
-
- Figure 26: Off-work and bedtime on weekdays, August 2019
-
- Figure 27: Calculated night length hours on weekdays, August 2019
- Younger generation: working later, staying up later
-
- Figure 28: Off-work and bedtime on weekdays, by generation, August 2019
- Figure 29: Calculated night length hours on weekdays, by generation, August 2019
- Longer night life in tier one cities and in the South
-
- Figure 30: Off-work and bedtime on weekdays, by city tier, August 2019
-
- Figure 31: Calculated night length hours on weekdays, by city tier, August 2019
- Figure 32: Off-work and bedtime on weekdays, by region, August 2019
-
- Figure 33: Calculated night length hours on weekdays, by region, August 2019
- Three in four go to sleep between 11pm and 1am during weekends
-
- Figure 34: Bedtime comparison between weekdays and weekends, August 2019
Trends in Night Life Activities
-
- Increasing interest in keeping fit while clubbing is becoming less popular
-
- Figure 35: Frequency of doing different night activities in the last six months, August 2019
-
- Figure 36: Trends in future night life activities, August 2019
- Echoing interests in keeping fit and cultural aspects extending into many industries
- New interactive or immersive entertainments are likely to be popular
- Three in 10 singles claim to have entertainment activities every night
- Parents spend more time on family chores and cultural activities
-
- Figure 37: Frequency of doing different night activities in the last six months, by family status, August 2019
- Why karaoke and nightclubs are losing favour
-
- Figure 38: Reasons for spending less time on karaoke or nightclubs/disco, August 2019
-
- Figure 39: Selected reasons for not going or spending less time on karaoke and nightclubs, by generation, August 2019
Average Spending
-
- Nearly half spend less than RMB500 a week but there is also a sizeable high-spending segment
-
- Figure 40: Average spending at night per week in last six months, August 2019
- Females and post-90s tend to spend more
-
- Figure 41: Average spending at night per week in last six months, by gender, August 2019
- Figure 42: Average spending at night per week in last six months, by generation, August 2019
-
- Figure 43: Average spending at night per week in last six months, by city tier, August 2019
- Figure 44: Average spending at night per week in last six months with night time hours, August 2019
- High spenders are more willing to take challenging activities
-
- Figure 45: Trends in future night life activities, by spending segment, August 2019
Attitudes towards Night Life Activities
-
- With families rather than alone, but more post-90s enjoy “me time”
-
- Figure 46: Night activities preference, August 2019
- Relaxing rather than challenging
- Novelty can be a differentiated attractiveness for certain groups
-
- Figure 47: Night activity preference, by average spending at night per week in last six months, August 2019
-
- Figure 48: Night activities preference, by preference of staying at home or going out, August 2019
- Preference for cultural venues seen across generations
-
- Figure 49: Night activity preference, by generation, August 2019
Consumer Segmentation by Spending and Time
-
- Spending is more influential than night time on night activity
-
- Figure 50: Night activity attitude and profiles, by different night time owners with night spending, August 2019
Meet the Mintropolitans
-
- MinTs have a better-balanced work/life routine during weekdays
-
- Figure 51: Night life time length on weekdays, by consumer classification, August 2019
- MinTs are leading a trendy, active and novel night life
-
- Figure 52: Night activity understanding, by consumer classification, August 2019
-
- Figure 53: Night activity understanding, by consumer classification, August 2019
-
- Figure 54: Night activities preference, by consumer classification, August 2019
-
- Figure 55: Night activities preference, by consumer classification, August 2019
-
- Figure 56: Night activities preference, by consumer classification, August 2019
Appendix – Methodology and Abbreviations
-
- Methodology
- Abbreviations
Back to top