CCTV News:On February 1st, "News Network" reported the financial revenue and expenditure of China in 2023, the scale of service trade, the new breakthrough of Xiamen Port’s "Silk Road Shipping" route, etc. Combined with the recent new achievements in the fields of people’s livelihood, opening up to the outside world and energy supply, it can be seen that China’s economy will carry forward the past and forge ahead into the future, and the new year will surely sail and sail.　　　　　

[Promote the economy to achieve effective improvement in quality and reasonable growth in quantity]

In 2023, fiscal revenue maintained a recovery growth trend.

At the press conference held by the State Council Office on February 1, the relevant person in charge of the Ministry of Finance said that in 2023, China’s fiscal revenue maintained a recovery growth trend, and the national general public budget revenue exceeded 21 trillion yuan, an increase of 6.4%, and the fiscal revenues of 31 provinces all achieved positive growth; The national general public budget expenditure exceeded 27 trillion yuan, an increase of 5.4%. Social security, employment, science and technology and other key expenditure areas are strongly guaranteed.

This year, the central government will appropriately raise the level of central and provincial investment subsidies for the construction of high-standard farmland, and the structural tax reduction and fee reduction policy will focus on supporting scientific and technological innovation and manufacturing development, so as to promote the effective improvement of quality and reasonable growth of the economy.

Ministry of Finance: Take effective measures to support scientific and technological innovation in 2024.

Scientific and technological innovation is an important direction of China’s fiscal expenditure. The relevant person in charge of the Ministry of Finance said that in 2024, China will take more powerful and effective measures to promote the construction of modern industrial system with scientific and technological innovation and develop new quality productivity.　

Vice Minister of Finance Wang Dongwei:In terms of policy orientation, it pays attention to strengthening the main position of enterprise innovation. Pay attention to the role of demand traction. Pay attention to improving the toughness and safety level of the industrial chain supply chain. Pay attention to stimulating the vitality of researchers, support the pilot reform of salary system in universities and research institutes, accelerate the pilot reform of ownership or long-term use right of post scientific and technological achievements, and fully mobilize the enthusiasm and creativity of researchers.

Wang Dongwei said that in 2024, in terms of the use of funds, efforts will be made to deepen the reform of the allocation and use mechanism of financial science and technology funds, strengthen the overall planning of scientific and technological tasks and funds, and highlight key support points. It is necessary to increase investment in basic research, applied basic research and cutting-edge research, and support the promotion of original innovation ability; Fully guarantee to win the key core technology battle, support the layout and implementation of a number of major national science and technology projects, and accelerate the seizure of the commanding heights of science and technology; At the same time, we should focus on national laboratories, national scientific research institutions, high-level research universities and leading enterprises in science and technology, and support the strengthening of national strategic scientific and technological strength; It is also necessary to strengthen the overall planning of innovative resources such as projects, funds, bases and talents, strengthen performance management, and strive to improve the use effect of science and technology funds.

Ministry of Finance: The subsidy level for high-standard farmland construction will be appropriately raised.

In 2023, China’s grain production achieved another bumper harvest and maintained growth for many years, which is inseparable from the support of state financial funds. At the press conference, the relevant person in charge of the Ministry of Finance said that in 2024, the central government will appropriately raise the level of central and provincial investment subsidies for high-standard farmland construction.

Li Xianzhong, Director of the Treasury Department of the Ministry of Finance:In 2024, the central government will appropriately raise the level of central and provincial investment subsidies for the construction of high-standard farmland, continue to support the seed industry revitalization action, the short-board action of agricultural machinery and equipment, and agricultural socialization services, explore the establishment of an inter-provincial horizontal interest compensation mechanism for grain production and marketing areas, improve the diversified investment mechanism, and at the same time, strengthen supervision over the use of funds and the implementation of policies to better ensure national food security.

According to reports, in 2023, the central government allocated 92 billion yuan to support the construction, renovation and upgrading of 80 million mu of high-standard farmland, and launched a pilot project for comprehensive utilization of saline-alkali land. Raise the minimum purchase price of wheat, and expand the coverage of full cost insurance and planting income insurance for the three major grain crops to all major grain-producing counties in China.　

[The scale of China’s service trade reached a record high in 2023]

According to the data released by the Ministry of Commerce on February 1, 2023, the total import and export of services in China was 6,575.43 billion yuan, up 10% year-on-year, and the scale of service trade reached a record high. Among them, travel services have the fastest growth. The import and export of travel services in the whole year was 1,485.62 billion yuan, a year-on-year increase of 73.6%.

At present, China is comprehensively deepening the pilot of innovation and development of service trade, and at the same time carrying out a comprehensive pilot of expanding and opening up the service industry, and continuously releasing the pilot system dividend. There are already 112 export bases of special services in China, covering seven fields, including culture, digital services, geographic information, intellectual property rights and language services.

[The first batch of special loans for urban village reconstruction projects will benefit people’s livelihood]

The reporter learned from China Development Bank and China Agricultural Development Bank that the first batch of special loans for urban village reconstruction projects have been distributed in Guangzhou, Zhengzhou and other cities since January 30th, involving more than 100 projects.

On January 30, China Development Bank issued a special loan of 9.08 billion yuan for the renovation of villages in cities, involving nearly 100 projects in Guangzhou, Zhengzhou, Jinan, Nanjing and other cities, benefiting more than 100,000 residents and building 238,400 sets of resettlement houses. China Agricultural Development Bank has also issued special loans to urban village reconstruction projects in more than ten cities including Shijiazhuang, Jinan, Chengdu, Wuhan, Ningbo, Hefei and Guiyang since January 30th.

Wang Xinfeng, Deputy Director of Housing and Urban Construction Business Department of China Development Bank:The special loan funds are earmarked for the preliminary work of the transformation of villages in cities, the construction of compensation and resettlement housing communities, and the related supporting infrastructure (construction) of the communities. The use of funds is closed and earmarked. In the process of fund management, we strive to reduce the cost of funds and provide low-cost and efficient financial support for the transformation of villages in cities.

At the end of last year, the Central Economic Work Conference proposed to accelerate the construction of affordable housing, the construction of public infrastructure for ordinary and emergency use, and the reconstruction of villages in cities.

Dong Ximiao, Principal Investigator of Zhaolian:The special loan for urban village reconstruction has the advantages of stable source, large amount of funds, low interest rate and long term, which is helpful to solve the problems of large capital demand and long period in the early stage of urban village reconstruction. The landing of the first batch of special loans for the reconstruction of urban villages means that the reconstruction of urban villages has been accelerated.

[China will build a highland for cooperation with Africa in the inland province of Hunan]

Ministry of Commerce: Support Hunan to accelerate the development of cooperation with Africa

Recently, the Overall Plan for the Construction of China-Africa Economic and Trade Cooperation Pioneer Zone was approved by the State Council and officially issued. At the special press conference held on January 31, the relevant person in charge of the Ministry of Commerce said that by giving full play to Hunan’s industrial and geographical advantages, it will further optimize the accumulation and allocation of non-cooperative resources and support Hunan to accelerate its development of non-cooperation with Africa.

According to reports, the "Overall Plan for the Construction of China-Africa Economic and Trade Cooperation Pioneer Zone" clearly requires that the pioneer zone should focus on the construction of an innovative zone for economic and trade cooperation with Africa, a leading zone for deep economic and trade cooperation with Africa, a bearing zone for industrial chain cooperation with Africa and a "meeting room" for economic and trade exchanges and cooperation with Africa, and build an African non-resource product distribution and trading center, a China-Africa cross-border e-commerce cooperation center, a China-Africa industrial chain cultivation center, a China-Africa financial cooperation center, a China-Africa logistics center serving the central and western regions and a China-Africa

In addition, the Pioneer Zone relies on the China (Hunan) Pilot Free Trade Zone, meets international high-standard economic and trade rules, strengthens policy integration and innovation in optimizing China-Africa trade structure, deepening capacity cooperation, promoting financial logistics service innovation, and strengthening people-to-people exchanges in think tanks, and comprehensively improves the level of China-Africa economic and trade cooperation, and timely summarizes and evaluates new experiences and practices, so as to replicate and promote them in a wider scope.

The construction of the pioneering area will emphasize "depth" and "pioneering"

At the special press conference held on January 31, the relevant person in charge of the Ministry of Commerce said that the construction of the pioneering zone of China-Africa deep economic and trade cooperation will highlight the two aspects of "depth" and "first", and strive to promote the in-depth development of China-Africa cooperation, improve quality and increase efficiency.

Deepen cooperation in key areas. The pioneer area will focus on trade, investment, finance, personnel exchanges and other fields, promote the liberalization and facilitation of the flow of resource elements, and accelerate the cooperation between China and Africa in the fields of digital economy, green and low carbon, transportation and logistics; Deepen the docking of domestic and foreign markets, strengthen the docking of the pioneering zone with Chinese enterprises in Africa and overseas economic and trade cooperation zones, promote the development of industrial agglomeration in China and Africa, and close the cooperation between China and Africa; We will further promote the participation of all sectors of society and build a good platform for more domestic departments, localities, enterprises and financial institutions to exchange and cooperate with Africa.

In terms of "going first", we should try first to expand opening up and facilitate cooperation with Africa. Further optimize market access, strengthen market distribution function, cultivate new formats of cross-border e-commerce and carry out product processing cooperation; We will take the lead in linking the Pilot Free Trade Zone and innovating the policy measures for cooperation with Africa. Relying on the Hunan Pilot Free Trade Zone, we will promote the introduction of supporting policies for the Pilot Free Trade Zone and form a pattern in which the Pilot Free Trade Zone and the Free Trade Zone promote each other.

[Clean energy helps to build Guangdong-Hong Kong-Macao Greater Bay Area’s energy security defense line]

After 30 years of safe operation, Daya Bay Nuclear Power Station has supplied 310.4 billion kWh of electricity to Hong Kong.

Daya Bay Nuclear Power Station was officially put into commercial operation on February 1, 1994, and has been safely put into operation for 30 years. On February 1, China Guangdong Nuclear Power Group said that in the past 30 years, Daya Bay Nuclear Power Station has supplied 310.4 billion kWh of electricity to Hong Kong.

Daya Bay Nuclear Power Station is the first large-scale commercial nuclear power station in mainland China, with six million kilowatt nuclear power units. By the end of last year, the cumulative on-grid electricity consumption of six units reached 939.1 billion kWh, equivalent to reducing the consumption of standard coal by over 280 million tons and reducing carbon dioxide emission by over 770 million tons, equivalent to afforestation of about 2.11 million hectares. Among them, 80% of the on-grid electricity of Units 1 and 2 of Daya Bay Nuclear Power Station was delivered to Hong Kong, and the cumulative power supply to Hong Kong reached 310.4 billion kWh, accounting for nearly 30% of the social electricity consumption in Hong Kong.

Land construction of the platform for the second phase of "Deep Sea No.1" project was completed.

China CNOOC was released on February 1st, and the land construction of the comprehensive processing platform for the second phase of "Deep Sea No.1" project was completed. At the same time, underwater construction is also stepping up, laying the foundation for scheduled production.

The comprehensive processing platform of the second phase of "Deep Sea No.1" project consists of underwater jacket and water production blocks, with a total height of about 136 meters, equivalent to the height of nearly 49-story residential buildings, and a total weight of 12,215 tons, equivalent to the weight of more than 8,100 cars. Among them, the deck plane of the water production block is 57.5 meters long and 36 meters wide, and the projection area is equivalent to the size of five standard basketball courts.

At the same time as the construction of land facilities in the second phase of "Deep Sea No.1" project is stepping up, the underwater construction is also advancing. Recently, the underwater jacket supporting the platform successfully slipped into the water near Sanya and was accurately positioned. It is planned to be installed with the water production block during the Spring Festival.

"Deep Sea No.1" gas field is the first 100 billion cubic meters ultra-deep water gas field independently explored and developed in China, with the maximum water depth exceeding 1500 meters. The second phase of "Deep Sea No.1" project is about 70 kilometers away from "Deep Sea No.1" energy station. The design adopts intelligent joint control data sharing scheme, and the oil and gas produced is remotely controlled by the energy station. The treated natural gas is transported to the natural gas receiving terminal in Zhuhai, Guangdong Province through pipelines and supplied to Guangdong-Hong Kong-Macao Greater Bay Area.

Up to now, the cumulative natural gas production of "Deep Sea No.1" exceeds 7 billion cubic meters, and the cumulative oil production exceeds 700,000 cubic meters.

[Shipping+Land Transport Paves a New Way for the Belt and Road Initiative]

Xiamen Port’s "Silk Road Shipping" route has exceeded 10,000 times.

According to Xiamen Customs, the "Silk Road Shipping" route originating from Xiamen Port exceeded 10,000 ships on February 1, and the container throughput was 11.16 million TEUs.

Zhejiang: China-Europe trains ushered in a "good start" in the first month, with a year-on-year increase of 26.8%.

On January 31st, the X8020 China-Europe train with 110 TEUs of small commodities and hardware supplies slowly left Yiwu West Railway Station. This train will leave the country via Alashankou Port in Xinjiang and go to Malashevich, Poland.

The reporter learned from Hangzhou Railway Logistics Center of Shanghai Railway Bureau that in January this year, 110 trains were operated in Zhejiang Central Europe, and 12,000 TEUs of goods were delivered, a year-on-year increase of 26.8%, which ushered in a "good start" in the first month.

["Small package" mapping vitality China has taken many measures to smooth the "microcirculation" of people’s livelihood happiness]　

With the approach of the Spring Festival, the business volume of postal express delivery has gradually increased. At present, nearly 500 million pieces of express delivery are received and sent every day. According to the State Post Bureau, due to the large business volume of postal express delivery in Spring Festival travel rush this year, the Spring Festival is relatively late and the pre-holiday promotion lasts for a long time, the business volume mainly based on new year’s goods is larger than in previous years. Going out empty-handed has become a new trend this year, and more and more people send their luggage, gifts and specialties home by express delivery. In addition, the recent rainy and snowy weather period is at the peak of the delivery of new year’s goods before the Spring Festival, and the areas seriously affected by rain and snow are located in the central transportation hub provinces of China, which has put great pressure on the delivery of new year’s goods. The State Post Bureau has deployed a large-scale investigation and rectification campaign for the hidden dangers of major accidents in the postal express delivery industry to ensure the safe operation of the express delivery business.

Special feature of 1905 film network The National Day file closed, and the "combat value" of each box office was released.Among them, withWan Li’s ReturnRepresented by the new film accounted for nearly 90%, becoming the main force at the box office. At the same time,"Hello, Brother" and "New God List: Yang Jian"Old films, etc., also show good box office endurance, accounting for 12% of the box office.

In recent years, the phenomenon of old films returning has appeared in various golden files to varying degrees. The old film here refers to the film whose premiere date is more than one week away from the opening date of the schedule.

According to the statistics of Cat’s Eye Professional Edition, during the period from 2019 to 2022 (except 2020), the box office of old movies on New Year’s Day accounted for 28%, 1% and 12% respectively, the Dragon Boat Festival was 6%, 15% and 44% respectively, and the Mid-Autumn Festival was 13%, 24% and 29% respectively.　

The excellent quality of film content, obvious differences in genre and other factors have become the secret of the long-lasting box office endurance of old films. The old and new films are on the same stage, which also gives the audience more choices.

01.Old movies are not "old"

"For films like" Hello, Brother "and" New God List: Yang Jian ",we found that there were still many viewers watching them during the eleventh period, so we increased some times accordingly according to the actual attendance of the films, or adjusted the whole digit and time period appropriately." In an interview with the media, Yu Chao, executive deputy general manager of Capital Cinema, said so. During the eleventh period, old films were still within the range of many viewers’ choices.

In the top ten of the National Day box office in 2022, the number of new and old films on the list was seven and three respectively.

In the new film, The Return of Wan Li earned 1.024 billion yuan at the box office, contributing nearly 70% of the box office, making it a well-deserved box office champion of the National Day. The film is not only the 99th member of the Billion Box Office Club of China Film History, but also the first billion box office work in the director’s career.

In the old films, the box office of "Hello, Brother" and "New God List: Yang Jian" in Moon Man was from high to low, with 78.58 million yuan, 47.32 million yuan and 32.59 million yuan respectively. Under the blessing of the National Day file, the cumulative box office of the first two works exceeded 400 million and 500 million respectively.

These three old films are obviously different from the new ones, which has become one of the important factors for them to take advantage of the box office bonus.

Among them, Moon Man’s Hello Brother belongs to a typical Mahua FunAge-style comedy. No matter the main lineup or narrative style, there are many similarities between the two films, and they are full of laughter. This is different from the new film with plot elements in the schedule.

Although the times are constantly changing, comedies are always just needed by the audience. In the early stage of the Spring Festival in 2021, the comedy films with average quality only made a box office of 235 million yuan by virtue of genre differences.

As an adult-oriented animated film, the New God List: Yang Jian and other new films with low orientation such as New Big Head Son and Little Head Dad 5: My Alien Friends in the schedule have a low overlap rate in the audience. The former is dominated by young audiences, while the latter is dominated by young parents and school-age parents.

These two kinds of animated films have made their own gains in the National Day archives. "New Big Head Son and Little Head Dad 5" took 66.793 million yuan at the box office and became the top animated movie ticket. "New God List: Yang Jian" was the runner-up with a box office of 47.32 million yuan.

Online quality has also become one of the collective characteristics of old films that have achieved good box office results in prime time. The average score of douban reached 6.4 points for the three old films with excellent box office performance in the National Day file.

In the Mid-Autumn Festival of 2022 (from September 10th to September 12th), Moon Man, the "New God List: Yang Jian", became the runner-up and the third runner-up in the box office list due to its excellent content quality. With the help of two films, the box office of old films accounted for 29% in this period.

In 2022, the Qingming file, which was released for more than two months, ranked among the TOP10 at the box office. Excellent content quality and fine visual effects make the film show super box office endurance.

In addition, the relaxed schedule environment is also a necessary condition for old films to play. Under the superposition of these internal and external favorable factors, the phenomenon of old film reflow continues to occur.

02.Reflux has a "priority"

In the head golden file and waist golden file, the phenomenon of old film reflow is divided into "urgent and slow".

According to the past statistical results, among the Spring Festival and National Day files of the seven-day legal holidays, the box office of old movies usually accounts for about 1%. As we all know, these two big head golden files usually have a large number of new films, and it is difficult for old films to have a foothold.

This is most obvious in the Spring Festival file.According to statistics, during the Spring Festival from 2014 to 2021, the box office of old movies accounted for about 1%. Huge publicity expenses, ticket supplements starting at 100 million yuan, etc., have become the box office moat of new films in the Spring Festival. This is also the main reason why the market is easy to form a new film "vacuum" zone in the early stage of the Spring Festival.

During the three-day holiday, the phenomenon of old films reflowing is relatively obvious. As the data mentioned at the beginning of the article shows, between 2020 and 2022, the average proportion of box office of old movies in New Year’s Day, Dragon Boat Festival and Mid-Autumn Festival was 21.6%, 21.6% and 22% respectively.

In addition, the phenomenon of old films reflow is more likely to occur between the golden periods with close time intervals.

For example, the "New God List: Yang Jian" released at the end of the summer file in 2022, in the Mid-Autumn Festival file in early September, also became the runner-up at the box office with 39.6562 million yuan; The Mid-Autumn Festival ticket crown "Hello, Brother" also squeezed into the top three box office in the National Day file.

The length of the release time has become a key factor to determine the level of the box office of the old film.

In 2022, the National Day old films were among the top three at the box office, and the release time of "Hello, Brother" and "New God List: Yang Jian" in Moon Man was from near to far, which echoed the box office from high to low. For many viewers who are busy with their daily work, it is the best time to catch up on old movies when they are in the prime time of legal holidays.

In addition, the reprinting of classic old films in off-season is also a routine operation to enrich the audience’s viewing choices and enhance the market popularity. In mid-July, 2020, at the beginning of the orderly resumption of the China mainland film market, Mermaid and many other classic old films became the pioneers of warm-up.

At present, Wan Li’s Way Home, which is showing a good reputation, is also expected to extend its popularity to the Lunar New Year file. At present, the annual box office of China film market has exceeded 27.3 billion. Under the new and old films, this number will continue to climb.

Although the weeks before the Christmas and New Year holidays are often regarded as the off-season of box office in North America, they have never been so "dull" as this year. (except for the special year 2020)

In 2021 and 2022, the weekend total box office can still earn more than 100 million dollars every weekend in the first two weeks of the Christmas holiday. However, the North American box office was "flat" on Christmas Eve in 2023, and it has been hovering at the weekend box office of 10 million dollars for several weeks since December. On the weekend of December 15-17, the box office in the past three days was 73.9 million US dollars, and the top three at the box office were Wonka, The Hunger Games Prequel and Miyazaki Hayao’s new work Boys and Herons (formerly known as What Life Do You Want to Live).

Wonka stills

Wonka, a new film opened last weekend, grossed $39 million in the three-day weekend. It is a prequel to Charlie and the Chocolate Factory. In the mainland market of China, Wonka was released one week ahead of North America. From December 8 to 11: 00 on December 18, the total box office of the film in the mainland was 39.82 million yuan.

In recent months, a new phenomenon has appeared in the North American market, that is, concert movies, before which there were Taylor Swift: The Eras Tour? and Renaissance: A Film by Beyoncé.

Last weekend, another concert movie came to the North American market. Although it didn’t break into the top 10 (ranked 12th), it was released in a small scale in 468 theaters, earning 734,000 US dollars at the box office. This shows the ability of Korean Wave to "sprout from the ground" in the United States. "Seventeen Tour Follow to Japan: Live Viewing" recorded the South Korean men’s team Seventen.

Stills of Neptune 2: The Lost Kingdom

Christmas stalls in North America are waiting for Neptune to arrive this year. The opening date of Neptune 2: The Lost Kingdom in North America market is December 22nd, and in China, it is advanced to December 20th. In addition, this year’s Christmas blockbuster in North America also includes The Boys in the Boat directed by George Clooney, and the film Ferrari, which tells the story of two sports car brands, Ferrari and Maserati, competing for the supremacy of the track.

　　Recently, the data released by the survey organization shows that nearly 30% of the consumers interviewed are willing to queue up for online celebrity drinks for two hours. There is also an endless debate about whether these are really queuing or hiring people to gather popularity. Beijing Youth Daily reporter found that hiring people to queue has long been a "primary means". online celebrity stores use the environment, products and marketing methods to make passers-by become queuing customers, which is behind the quiet change of consumers’ consumption concept.

　　phenomenon

　　"Punch in" the first online celebrity store in the New Year

　　Queue for an hour to buy milk tea

　　Liujing, who finally returned to Beijing from his hometown to work after the Spring Festival holiday, rushed to do two things before he came to tidy up his cabin — — Shooting snow scenes in the Forbidden City and punching in the online celebrity coffee shop in the Forbidden City.

　　Although there is "coffee" in its name, it is more like a online celebrity tea shop than a traditional coffee shop. The commodities, such as Kangxi’s favorite chocolate, milk tea with 3,000 beauties, smiling when riding a princess in the world of mortals, our palace’s delightful rolls and nourishing rolls, as well as the external packaging and the environment inside and outside the store, are the reasons why liujing, a young man, is in great demand.

　　In order to punch in and take photos, liujing not only braved the wind and snow to plunge into the Forbidden City from the East Fifth Ring Road, but also queued for nearly an hour in the cafe to get the unique gold-bottomed paper cups of the Forbidden City and the red cup sets with the patterns of the Forbidden City printed on them.

　　When liujing got the milk tea, the first thing he did was not to taste the drink in the cup, but to take a circle of photos in the store with the cup, and then go to a position where he could take a panoramic view of the turret, use this cup as a foreground and take a group of photos, and then he began to make friends circle while drinking with satisfaction.

　　From going out to finishing the circle of friends, after more than three hours of tossing and turning, drinking milk tea that has cooled somewhat, liujing felt glad you came. In fact, in the coffee shop in the corner building of the Forbidden City, many customers are like liujing. Although some people think that the quality of the drinks in this store is average, people who come to taste it are still in an endless stream. Some netizens called this place "the first online celebrity store in 2019".

　　interview

　　Customers take more meals than order.

　　Outside the store, the price of "yellow cattle" doubled

　　Although some netizens complained because they waited for nearly an hour to enter the "online celebrity Store" of the coffee in the corner building of the Forbidden City. But at present, no one has linked this popularity with "hiring people to queue up". But another online celebrity store was once caught in this storm. In 2018, two stores of Xicha were opened in Beijing, but they were frequently on the news and hot search because there were too many people waiting in line. Because there were too many people waiting in line, Xicha was once exposed as "hiring people to queue up". For this problem, its founder said that the store was too busy to open takeout, and Xicha wanted to solve not the number of customers, but how to improve productivity.

　　In order to verify whether the queue is for childcare or customers, Beijing Youth Daily reporters visited five tea shops in Beijing at different times in the past half month. In one hour, the number of drinks sold by different tea shops and at different times varies, ranging from 130 cups to 210 cups. The reporter of Beiqing Daily noticed that there were almost no people who lined up repeatedly during this period.

　　During the visit time of reporters of Beiqing Daily, the number of take-out in Xicha Store in the office area once exceeded the number of stores currently on sale. In the stores with large sales volume, customers waiting for meals were once more than those waiting in line.

　　At Joy City Store, the number of customers waiting for drinks in the surrounding area during the visit time of Beiqing Daily reporter was once twice as much as that of people waiting in line. In Changying Tianjie store, it takes less than 10 minutes to order food and more than 15 minutes to pick it up.

　　In addition, in the vicinity of Sanlitun stores, there are even people selling queuing places.

　　"It’s lined up inside. It’ll be there soon. Anything you want will do." A woman told the reporter of Beiqing Daily. A drink of more than 20 yuan, bid to 50 yuan. And she also took the small ticket that had been paid, saying that if she added some money, she could take the meal directly with this small ticket. The receipt shows a drink and a fruit tea that are the store’s signature. "Don’t worry about not selling, I want to buy a lot." When the reporter of Beiqing Daily asked how to deal with the failure to sell the meal receipt, the lady said.

　　Chu Xian, a marketing insider, said that hiring people to queue up is a means for some emerging small brands to create momentum, which is relatively primary and suitable for the brand’s creation period, but it can’t last long. Once the brand image is established, hiring people to queue up is not only unhelpful, but also may cause brand damage. For hi-tea and Forbidden City Corner Coffee, this relatively low-end marketing method is not needed.

　　interpret

　　Create the illusion that demand exceeds supply.

　　Let consumers "wait reasonably"

　　"It’s all here. I just want to try it. Anyway, it’s nothing." In the interview of the reporter of Beiqing Daily, this statement has the highest "voice".

　　Customers who have this idea are also the means of "hunger marketing" by businesses. Marketers say that waiting in line is the time cost consumers pay for their favorite drinks. How to enlarge this time cost within a reasonable range and create a scene of "demand exceeds supply" requires the planning of merchants.

　　In the eyes of some marketers, these tea shops in online celebrity are full of hints that "it is worthwhile to pay time and cost" to dilute the purpose of "hunger marketing". Take 1: 00 as an example. As a representative of the street tea shop, 1: 00 doesn’t have any place to sit in the shop, but the operating cabinet area in the shop is bigger and longer than that of the ordinary street tea shop. The clerk always needs to take materials from one end of the counter and then run to the other end to seal them, in order to complete the production of all milk tea. This lengthens the time of making milk tea, objectively makes customers wait longer, leading to queuing, but also makes the waiting customers clearly see the whole process of making milk tea. This technique has also been imitated by many online celebrity stores and carried forward.

　　Marketers said that although they couldn’t feel the service of online celebrity store in the queue, these value-added experiences weakened the attribute of "manufacturing" and emphasized the store service, with Xixian tea featuring strong brand and strong operation and Naixue tea focusing on social scenes as typical representatives.

　　Among the online celebrity stores that have survived for more than one year, hi-tea is quite the essence of this method. Not only the production area is fully displayed, but also a large number of people make it inside. On the one hand, this move improves efficiency, on the other hand, it is to highlight the value of its products and make consumers feel that "it makes sense to wait". In addition, hi-tea, Naixue-の tea and inWE-flavored tea leave a large number of seats in the store and decorate the store in a high-end and fashionable way, at the expense of the business area in the store to increase decoration.

　　Wang Hao, a food and beverage analyst at Mintel, said that opening a online celebrity tea shop with exquisite decoration and novel layout in the shopping center can help improve the consumption experience and relieve the anxiety of consumers waiting in line for a long time.

　　However, the queuing or full situation in the store makes passers-by curious about going to online celebrity store, which leads to concerns and potential customers. In an interview with reporters of Beiqing Daily, nearly 60% of those who didn’t take part in the queue said that if online celebrity stores didn’t queue up, they would like to buy their products and try them. There are also a few customers who hold the attitude of "optimistic about many people buying and wanting to taste how delicious it is".

　　observe

　　The rise of "scene consumption"

　　Customers are willing to pay for added value.

　　"For a cup of milk tea, as for this queue?" This may be a question that many consumers who pass through Sanlitun Xicha feel when they look at the customers who are lined up in sections.

　　The data survey reflects customers’ tolerant attitude towards online celebrity stores. Mintel, a research organization, recently released a report saying that its research shows that 28% of consumers think it is worthwhile to queue up for two hours to buy online celebrity tea. In the report of another survey agency, Ai Media Consulting, 74.5% of consumers surveyed can accept queuing for milk tea for less than half an hour.

　　According to Mintel data, the market growth of tea shops in China reached its peak in 2017-2018, with a compound annual growth rate of 14% increasing to 48.5 billion yuan. In some shopping centers in Beijing, the number of tea shops even exceeds the number of fast food restaurants. With so many choices, many consumers are still willing to queue up for a cup of milk tea for about half an hour. Analysts say and the change of consumption concept — — The transition from experience consumption to scene consumption is closely related.

　　Zhu Danpeng, a food industry analyst in China, said that people are demanding higher and higher quality of life. Eating is not only for satiety, but also for freshness, health, feeling and even personality. In online celebrity restaurants, there are not only novel products, but also scene consumption, with more services and brand added value. Consumers are willing to pay for this part of the scene, not just for the goods themselves, or even pay a high premium or time cost, which is itself a manifestation of consumption upgrading. This is just like some white-collar workers were more willing to go to Starbucks for consumption. In fact, they didn’t just like drinking coffee, but more recognized the lifestyle represented by Starbucks. Today’s online celebrity store also represents a lifestyle and consumption values recognized by young people, and is a vivid annotation of the new trend of consumption.

　　Text/reporter zhangxin