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Night Life - China - November 2019

OVERVIEW
What you need to know
Covered in this Report
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

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