How long can the Golden Week last?

It is the seventh Golden Week. Judging from the feedback from all sides, the myth of holiday economy seems to continue. People who traveled far away came back tired, and their bulging wallets were empty because of too much shopping? Since May 2111, China officially implemented the Golden Week holiday system, the holiday economy has been attracting people's attention. Tourism has become the leader of China's holiday economy, and concentrated consumption has become a prominent feature of holiday economy. According to statistics, in the first six golden weeks, the cumulative number of domestic tourists reached more than 381 million, and the tourism income was 152.5 billion yuan. The operation of the Golden Week shows that the Golden Week holiday system has achieved good comprehensive benefits, effectively promoted national economic growth and social progress, and reflected the prosperous scene of political harmony, national prosperity and people's security. It not only provides workers with relatively ample rest time, but also stimulates demand, enlivens the market, increases employment, prospers the economy and promotes the overall development of the tertiary industry such as service industry. Unconsciously, the seventh Golden Week ended in the cheers of "full of pots and bowls" and "both human and financial resources". As a new thing in China's social life, the Golden Week forced people several times. However, in the future, I have some doubts about whether the Golden Week can keep its color unchanged. How long can your myth last during the Golden Week?

The Golden Week operation has been exhausted

It should be said that the two most prominent functions of the long holiday are tourism and consumption, which can start the consumer market and promote economic growth through centralized consumption during tourism and long holidays. If the seven golden weeks are represented by coordinates, people will see a clear parabola in the air. Judging from the market trend of the seven "golden weeks", although tourism is still hot, it is also no longer beautiful; And consumption is a bachelor's New Year-it's getting worse every year. Centralized consumption tends to be slow and dull. Although some shopping malls are still full of fire, it is difficult to reproduce the past "blowout" scene. It can be seen that the attraction of Golden Week is not enough. On the contrary, the Golden Week began to show some drawbacks in its operation, which made people really feel its crisis and fatigue.

firstly, with the development of residents' consumption patterns towards diversification and rationalization, people don't need to choose to concentrate on shopping during the Golden Week. From the perspective of consumption hotspots, the rapid growth of consumer demand in recent years is caused by many factors, among which "holiday consumption" formed by taking a long holiday is a brand-new and very important factor, which has a very obvious stimulating effect on consumption. However, with the passage of time, this new factor has become an old factor. If there are no other new growth points, the consumption growth in the future should be adjusted back due to the influence of a high base. According to the statistics of the National Bureau of Statistics, the total retail sales of social consumer goods increased by only 8.5% in January and February of this year when New Year's Day and Spring Festival were held, which was 2.1 percentage points lower than that of the same period of last year, while this index was 11.4% and 11.6% respectively last year and the year before last. Thus, the market in the holiday season has obviously weakened. Although there are many consumption highlights in the current market, it is only a local consumption hotspot, or in the initial stage, and its effects in the consumer market will gradually disappear, and it is impossible to become a dominant consumption hotspot in the near future.

Secondly, dishonest behaviors such as counterfeiting, driving up prices, cheating tourists and false advertisements disrupt the holiday market, and people dare not concentrate on holiday consumption and tourism. According to a random sampling questionnaire survey conducted by China Economic Climate Monitoring Center on more than 611 consumers in Beijing, Shanghai and Guangzhou, 64.5% of consumers feel that the price level has increased during the long holiday, 26% feel that it has remained basically unchanged, and 9.5% feel that the price level has decreased, and the price increase is 55% more than the price decrease. At the same time, for the service level during the long vacation, 12.5% of consumers feel improved, 44% feel basically unchanged, 43.5% feel reduced, and the service that feels improved is 31% less than that that that feels reduced. From this, it can be seen that rising prices and declining services are the most strongly reflected problems by consumers, and they are also the main reasons that hinder the faster growth of holiday economy. At the same time, it has been three years since the beginning of the "holiday economy", and it is still common to take advantage of the "Golden Week" to raise prices and slaughter customers, which greatly affects the interest of tourists in traveling and shopping.

thirdly, all kinds of "bottlenecks" still exist, and people are afraid of traveling. Traffic has always been a persistent problem. Phenomenologically, the concentration of people on holidays and the lack of transportation capacity are a pair of contradictions that are difficult to reconcile. Although the transportation departments try their best to make overall arrangements, there are always some people who are stopped outside the door. In fact, because the transmission of transportation information is not very smooth, there is a phenomenon of tight and surplus transportation capacity in the transportation market. At present, all transportation departments, including civil aviation, railways, highways and water transport, not only have their own administrative subordination, but also lack effective communication in the market competition. Passengers often find it difficult to make suitable choices because of poor traffic information, which ultimately affects their travel. Transportation information lacks an authoritative, systematic and timely distribution channel, and most of CCTV's travel references can't be tested, which greatly restricts passengers' travel planning. Poor information correspondingly makes it difficult for passengers to accurately and timely convey their real needs and wishes to transporters, thus affecting the efficiency of transportation. Even if the "bottleneck" of "going out" is cleared, "staying in" makes people uneasy. Judging from the first and second tourist information forecasts of the "Eleventh Golden Week" issued by the National Holiday Office, although the hotel and restaurant check-in booking rates of key tourist cities and scenic spots in China during the "Eleventh" period are not high, most of them have not yet exceeded 51%. In fact, there is still a long way to go before "living well". Behind the phenomenon of "oversupply" in China's hotel industry, structural imbalance has become another "bottleneck" for holiday travel. From the perspective of hotel scale, China's hotel industry is a "spindle-shaped" industry structure with large middle and small two ends, that is, there are many medium-sized hotels and few large-scale and small-scale hotels, which makes tourists not necessarily achieve the best satisfactory results in housing. People are worried about whether they can "get out", "live" and finally whether they can "have a good time", so they have to choose to avoid it, so as not to "spend money to buy punishment"

Fourthly, the destructiveness brought by the Golden Week to people is indescribable. A tourist said in his travel diary: this is seven days of happiness and disappointment, and this is seven days of flying away and crowded. These seven days have certain construction significance. From the official figures, it makes the income of civil aviation, railways, scenic spots and hotels all red. At the same time, it is far more destructive than this, and the overload operation for a week in a row has brought irreparable losses to many aspects. He cited two facts to illustrate: First, Golden Week is a safety accident week. Traveling around, I saw a lot of accidents, which was shocking. In seven days, nearly 111 million people traveled, which was the incentive for the Golden Week to become a safety accident week. The author checked the relevant information and found some evidence for the tourist's speech. According to the newspaper, during May Day this year, there were 63 traffic accidents in Yunnan, and 86 people died in other places, all of which were concentrated near scenic spots. Perhaps seeing too many accidents, tourists say, "Behind the holiday economy, there are some living lives. The economic benefits of the Golden Week are important, but we should not ignore human life. " Second, the damage caused by the overload of tourist spots to tourist facilities is enormous. Due to too many people, traffic jams and scenic spots are damaged everywhere because of crowding.

Fifth, the Golden Week did not really stimulate domestic demand. It is undeniable that the Golden Week is an important opportunity to stimulate consumption and stimulate domestic demand, and it is also an important reason why the Golden Week is the Golden Week. But in a sense, the holiday economy is actually an imaginary economy, and the so-called "three years of crazy earnings of 181 billion" are superficial. It's another game. These seven-day "turnover" is actually concentrated consumption in recent months. The situation may be because the long holiday is coming, and people wait until the long holiday to buy what they bought last month. The places I want to go on weekends are also reserved for the Golden Week. Therefore, the total consumption has not increased. What's more, the Golden Week didn't let people take out the money in their pockets. Otherwise, why did the total savings of China residents climb year after year in recent years, and recently it exceeded 81,111 billion yuan?

Golden Week needs innovation

The attraction of Golden Week is not as good as before. Does it mean that the "holiday economy" has begun its journey to the end of the day? Indeed, after consumers gradually become rational, consumers have higher requirements for the quality of vacations, and people are no longer satisfied with "visiting here". This means that if businesses can't come up with new service products that meet the needs of consumers, the business opportunities brought by "holiday economy" will be less and less, and the "golden" quality of "Golden Week" will be lower and lower. However, before the introduction of the new vacation method, we should let the Golden Week continue to work, and don't let the Golden Week fade prematurely!

first of all, businesses should take the strange cycle of starting holiday wealth. Some businesses still treat the holiday economy with the attitude of "not opening for three years, but opening for three years". Although the "holiday economy" has become a part of residents' consumption life, many tourist attractions, tourism enterprises and commercial enterprises in China still remain in the old thinking and service mode, thinking that tourism is still a special product for a few rich people, and that only the rich will "go on a shopping spree", so the prices should of course be high and make a fortune on holidays. Take Hengyang as an example. There are three parks in the medium-sized city of southern Hunan, one of which is 1.5 yuan. During the long vacation, this park puts some scenic spots in the park, and then the price is raised by more than 11 yuan. This is almost the case in the last three golden weeks, and the other two parks sometimes follow suit. Another bottle of mineral spring sells for two yuan in the store outside the water gate, 4 yuan in the park, 2 yuan 51 cents in the store outside a box of instant noodles, and 5 yuan in the park. Usually, it is different from long holidays, and it is different inside and outside the park. This kind of management mode caused by monopoly ignores the market situation and consumers' psychology, keeps people out of the door, and inhibits people's holiday consumption.

Secondly, during the Golden Week, it is necessary to launch special holiday outlets. We have been short of special holiday products. According to the newspaper, in Beijing, the commercial sales in Beijing hit a new high every Golden Week. The traditional preserved Beijing fruit and roast duck have always been a must-buy food for foreign tourists. In the Golden Week of May 1, 2111, only the department store and Dong 'an Market sold tens of thousands of vacuum-packed roast ducks. However, it is a pity that every place has "special" products like Beijing. Moreover, traditional food can no longer meet the shopping needs of foreign tourists, who want to buy goods that can reflect local characteristics and represent fashion at the same time. But unfortunately, so far, many local businesses have not provided many local specialty goods for consumers to choose from.

Third, the Golden Week should not only be about tourism and shopping, but also the holiday economy should have richer connotations. The main point of the connotation is the willingness and wave of consumption induced by the joyful atmosphere of the long holiday. Around this will, we can develop various products to meet the needs of consumers and seize business opportunities. Such as guiding people to grow vegetables in the suburbs, guiding people to study and recharge, enriching literary and artistic products and guiding people to appreciate them. This is still an area to be further developed and has great potential.

New vacation ways challenge the Golden Week

While people are cheering to maintain the effect of the Golden Week, we should also prepare a retreat for the Golden Week. It is necessary to perfect or reform the Golden Week. After all, the Golden Week, a vacation with a planned command color, has limited vitality. On the one hand, The introduction and implementation of paid vacation can fill in the gaps. Because of China's large population, the leisure time is too concentrated, which not only leads to the congestion in all aspects of eating, living, traveling, entertainment and shopping, but also leads to the downturn in consumption in the months after the "Golden Week". The implementation of paid vacation system is beneficial to meet the increasingly obvious personalized consumption demand, to make full and reasonable use of social resources, and to the long-term stable development of economy and society. The paid vacation system can ensure that individuals can choose their own vacation time, avoid the excessive similarity of vacation methods, and make up for centralized vacation consumption behavior. It is understood that in countries and regions where the economy is developed and the market economy is relatively perfect, the national paid vacation system is generally implemented. This kind of vacation breaks the imbalance of leisure time. We can even expand the "Golden Week" into "Golden Month" and "Golden Season" to make full use of social and natural resources. As early as 1994, the paid vacation system has been stipulated in China's labor law, but for various reasons, its implementation has not yet been introduced. However, there is no question of who will take the place of the long holiday when paid leave is introduced. The Golden Week is a combination of three legal holidays and two weekends, and the state only adjusts the rest time. With paid leave, it is impossible to cancel long holidays such as May Day and National Day. With paid leave, people will have another choice, and the contradiction will not be so sharp.

on the other hand, you can try other methods. In some places, in order to alleviate the phenomenon of traffic congestion during morning work, a time-sharing system has been introduced, which divides the working hours from unified time to different time according to the different geographical location and the nature of the unit. In this way, the effect of shunt is achieved. In the absence of paid vacation, the Golden Week holiday mode can also follow this law and implement flexible Golden Week, that is, some places can take a vacation one week in advance, some areas can take a vacation at normal time, and some places can postpone a week's rest, so that the peak of tourism and shopping can also be staggered.

Some people say that the naming of Golden Week was originally too utilitarian, which is one of the products of our utilitarian era! Everything will be gone. Gone with the wind. Either way, I'm afraid the excitement before the Golden Week is gone forever. How long can the Golden Week last? Let's accept the time with it. When the people have money in their bags, the people will be bold enough to spend money, and the country doesn't need such an opportunity (Huang Dunfu)

Communication: Huang Dunfu, 4th floor, zhengxiang district Credit Cooperative, No.48 Chuanshan Road, Hengyang City, 421111.