2021
0
China Night Life Market Report 2021
2021-12-15T03:05:47+00:00
OX1048903
3695
146276
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Report
en_GB
Nightlife sees two emerging trends in out-of-home leisure. Consumers are investing time in fitness and personal learning at night. Cultural activities, a classic choice for non-workdays, are now also enjoyed…

China Night Life Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Nightlife sees two emerging trends in out-of-home leisure. Consumers are investing time in fitness and personal learning at night. Cultural activities, a classic choice for non-workdays, are now also enjoyed on workday nights. For home nightlife, home fragrance, comfort food, and alcohol can capture growth potential by leveraging the mood-lifting theme.”

-Saskia Zhao, Senior Research Analyst

Covered in this report

  • Night-time spending outlook
  • Suppliers’ nightlife service innovation
  • Night leisure participation among consumers
  • Trends in consumers’ nightlife preferences
  • Unlock business growth with emotional wellbeing at night: home fragrance, comfort food and alcoholic drinks 

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Definition
        • Executive Summary

            • The market
              • Entertainment and online retail powered night spending in 2020
                • Figure 1: Consumer expenditure at night-time, 2018 vs 2020
              • Eating out and entertainment will drive night spending in the future
                • Figure 2: Consumer spending sentiment on foodservice, entertainment and holidays, 2021
              • Government policy supports night-time economy
                • Marketing and service innovation
                  • Foodservice brands launch hybrid stores featuring night bars
                    • Bar inside a bookstore at night
                      • Immersive anime-themed tourist experience at night
                        • Internet café launches esports hotels targeting gaming nights
                          • The consumer
                            • Eating out dominates nightlife
                              • Figure 3: Out-of-home leisure activities at night, 2021
                            • Cultural activities attract consumers on workday nights
                              • Figure 4: Leisure activities participated in at night, workdays vs non-workdays, 2021
                            • Esports hotels can strengthen attractiveness via immersive gaming experience
                              • Figure 5: Preferences of out-of-home gaming venue, by age and gender, 2021
                            • Home indulgence and refreshing ambience benefits emotional wellbeing at night
                              • Figure 6: Attitude towards lifting mood at home at night, 2021
                            • Scenic night views a motivator for tourist nightlife
                              • Figure 7: Attractive night leisure when travelling, 2021
                            • Favour familiarity at night
                              • Figure 8: Night leisure preferences, 2019 and 2021
                            • Peaceful regular nights and exciting holiday nights
                              • Figure 9: Emotional association with night-time, 2021
                            • What we think
                            • Issues and Insights

                              • Home fragrance at night: capture growth by targeting male Gen-Zers with mood-boosting benefits
                                • Figure 10: Usage of selected home fragrance products, 2020
                                • Figure 11: Attitudes towards how the home looks and lifting mood, by age and gender, 2021
                                • Figure 12: Reasons to use home fragrance: impress guests, by age and gender, 2020
                                • Figure 13: Yeenjoy’s Minions-themed incense burner, 2020
                                • Figure 14: Attitudes towards early bedtime and lifting mood, by age and gender, 2021
                                • Figure 15: Mood-enhancing effects looked for in air care products: calming, by age and gender, 2020
                              • Recreate the classic flavour of famous local restaurants to innovate night-time comfort food
                                • Figure 16: Attractive tourist activities at night, by attitudes towards food indulgence and lifting mood at home, 2021
                                • Figure 17: Participation in eating out at night*, by attitudes towards food indulgence and lifting mood at home, 2021
                                • Figure 18: Emotional association with regular nights: unique, by attitude towards lifting mood via food indulgence at home, 2021
                                • Figure 19: New product development: potato snack, Japan, 2020-21
                              • Alcohol unlocks good mood at night: feature learning for the older and romance for the younger
                                • Figure 20: Attitude towards drinking alcohol and lifting mood, by age and gender, 2021
                              • Pitch to the older with alcohol knowledge
                                • Figure 21: Participation in selected activities at night, by attitude towards drinking alcohol at home and mood-lifting, 2021
                              • Address younger consumers’ need for romantic ambience
                                • Figure 22: Home fragrance benefiting emotional wellbeing, by attitude towards drinking alcohol at home and mood-lifting, 2021
                                • Figure 23: Emotional association with workday night, by attitude towards drinking alcohol at home and mood-lifting, 2021
                                • Figure 24: Participation in cultural activities at night, by attitude towards drinking alcohol at home and mood-lifting, 2021
                                • Figure 25: Alcohol products use artistic packaging design, 2021
                            • The Market

                              • Market Overview

                                • Entertainment and online retail drove night spending in 2020
                                  • Figure 26: Consumer expenditure at night-time, 2018 vs 2020
                                • Category Review
                                  • Eating-out captures spending interest
                                    • Figure 27: Consumer spending sentiment on foodservice, 2021
                                  • Entertainment will remain popular
                                    • Figure 28: Consumer spending sentiment on entertainment, 2021
                                  • Holiday spending is less resilient
                                    • Figure 29: Consumer spending sentiment on holidays, 2021
                                  • Government support to stimulate night-time consumption
                                  • Key Players

                                    • Marketing and Service Innovations

                                      • Fast-food chains cross over to bars at night
                                        • Figure 30: Home Original Chicken’s first store in Shenzhen
                                        • Figure 31: Restaurant and bar hybrid store launched by Hefumian, 2021
                                      • Hotpot restaurants transform into bars at night
                                        • Figure 32: Resto and bar by Coucou hotpot, 2020
                                      • Café and bar hybrid stores
                                        • Figure 33: Seesaw café’s hybrid store in Shanghai, 2021
                                      • Bookstore at day and bar at night
                                        • Figure 34: OWSpace X Xiaohongshu to promote its bar in Hangzhou, 2021
                                      • Tourist site promoting anime-themed night experience
                                        • Internet café moves into esports hotels
                                        • Out-of-Home Night Leisure

                                          • Eating out attracts consumers the most for night leisure
                                            • Figure 35: Out-of-home leisure activities at night, 2021
                                            • Figure 36: Leisure activities participated in the last month, 2021
                                          • Cultural activities are penetrating workday nights
                                            • Figure 37: Leisure activities participated in at night, workdays vs non-workdays, 2021
                                          • Higher tier cities drive leisure participation on workday nights
                                            • Figure 38: Night leisure participation on workdays and non-workdays, by city tier, 2021
                                            • Figure 39: Participation in night leisure activities on workdays, by city tier, 2021
                                          • Consumers aged 25-29 are most enthusiastic about night leisure
                                            • Figure 40: Night leisure activities participated in, by age, 2021
                                          • Gaming venues can target young females
                                            • Figure 41: Play online games out of the home at night, by age and gender, 2021
                                        • Attitudes towards Lifting Mood at Home

                                          • Indulgence and refreshing home environment perceived to enhance emotional wellbeing
                                            • Figure 42: Attitude towards lifting mood at home at night, 2021
                                          • Managing mood via home indulgence attracts young females
                                            • Figure 43: Attitude towards lifting mood and home indulgence, by age and gender, 2021
                                            • Figure 44: Attitude towards lifting mood and home indulgence, by demographic, 2021
                                        • Attractive Night Leisure When Travelling

                                          • Scenic night views motivate consumers to go out
                                            • Figure 45: Attractive night leisure when travelling, 2021
                                          • Highlight peaceful and bustling night markets instead of novelty-seeking to attract Gen-Z males
                                            • Figure 46: Visit cultural night market, by age and gender, 2021
                                            • Figure 47: Emotional association with night-time during travel, by preferred tourist activities at night, 2021
                                            • Figure 48: Attitudes towards trying new things for night leisure, by age and gender, 2021
                                          • Young men demand a comfortable eating environment at restaurants
                                            • Figure 49: Have dinner at famous local restaurants, by age and gender, 2021
                                            • Figure 50: Emotional association with night-time during travel, by interest in eating at famous local restaurants, 2021
                                            • Figure 51: Males’ interest in having dinner at famous local restaurants, by demographic, 2021
                                          • Late-night snacks will stay small and unique
                                            • Figure 52: Have late-night snacks when travelling, by late-night snacking habit in daily occasion, 2021
                                        • Night Leisure Preference

                                          • Familiarity is preferred for night leisure
                                            • Figure 53: Night leisure preferences, 2019 and 2021
                                          • Blurring work and leisure time pushes men to cut entertainment but squeeze in time for learning
                                            • Figure 54: Men’s attitude towards work and leisure time at night, by age, 2019 and 2021
                                            • Figure 55: Men’s attitudes towards staying at home vs going out, by perception of work-life balance, 2021
                                            • Figure 56: Men’s night leisure participation in daily life, by perception of work-life balance, 2021
                                          • Commercial sports venues can target young consumers
                                            • Figure 57: Sports venue preferences at night, by age and gender, 2021
                                          • Esports hotels need to strengthen competitiveness as a gaming venue
                                            • Figure 58: Preferences of out-of-home gaming venue, by age and gender, 2021
                                            • Figure 59: Out-of-home gaming venue preference, by gaming device, 2021
                                        • Emotional Association with Night-time

                                          • Quiet and peaceful regular nights but exciting holiday nights
                                            • Figure 60: Emotional association with night-time, 2021
                                          • Gen-Zers look forward to a peaceful night while older generations expect trendy experiences
                                            • Figure 61: Emotional association with workday night, by age and gender, 2021
                                            • Figure 62: Emotional association with non-workday night, by age and gender, 2021
                                        • Appendix – Methodology and Abbreviations

                                          • Methodology
                                            • Abbreviations

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