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Description

Description

“The China night life market is a big market with potential to grow, but current supplies are still limited. All walks of night life, including dining, entertaining, shopping, exercise/sports and cultural related, have seen opportunities to grow. Overall Chinese consumers mostly want to be relaxed or de-stressed but there are more experiential and new excitements at night now. Specifically, Mintel sees winning opportunities in night tourism and cultural activities (arts and performances).”

- Jolin Niu, Category Director

This report will look at the following areas:

  • Relaxation or de-stress is most wanted in all walks of life at night
  • Bring more novelty to leisure activities

What's included

What's included

Table of contents

Table of contents

  1. 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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