Why are young people addicted to "market tourism"?

In cities in March and April, the creative market has undoubtedly become the product that best represents the characteristic that "spring is a legal and free hallucinogen". In the March market map released by TOURMEET Little Red Book, eight markets will open in one month and nine markets will open in April. Although many markets have been postponed or cancelled due to the epidemic, the situation of "fairy fights" has been formed, which further affects the new pattern of urban tourism.

How hot is the market among young people? According to the Annual Report of Commercial Real Estate in 2020, according to incomplete observation, in 2020, many shopping malls in China held more than 1 1,000 market-related theme activities. In Shanghai alone, there are nearly 100 market forms, including consumer goods such as food, cultural creativity, retail and entertainment.

If we carefully trace the origin of the fair, it was recorded in the Book of Changes as early as, "Japan and China are markets. For people all over the world, they gather goods from all over the world and retreat after trading, and each has its own position." More than 3000 years ago, people spontaneously created a market for their own lives. However, it takes much shorter time to add the word "creativity" before the name of the local retro recycling market.

In 2004, in a book called Creative Market, the author introduced the flea market in London's Spitafield Market and 16 cutting-edge designers and artists who set up stalls in the market. The "creative market" was introduced to China for the first time from abroad.

At that time, the creative market was just a collection of subcultures within a small group, often accompanied by music festivals and life festivals. Until the last two years, the space barrier made people have a deeper desire for offline activities and socialization. With the need of economic recovery, the market began to blossom everywhere in the city.

Nowadays, going to the market to "set up stalls" and buying cultural and creative products has become a brand-new activity that urban young people are keen on. There are 300,000+notes in the little red book search "market".

In the process of barbaric growth, the market began to occupy every corner of the city with different images and brands such as literature, fashion and cutting-edge. From the city center to the waste factory, from the commercial center to the fashionable block ... urban tourism is looking for new possibilities in the market.

In many cities in Europe, the creative market is becoming an important part of urban tourism and occupies a place in the strategy book. The same story is now being staged in China. In the past year, many urban complexes, tourist areas, creative parks and other destinations have welcomed a wave of enthusiastic passenger flow because of the market.

According to the data of "White Paper on Shanghai Market Development in 2020", Anyi Night Lane, a market opened in the outdoor square of Jing 'an Kerry Center, attracted nearly 400,000 people in two months 12, during which the sales of about 50 merchants introduced in the market exceeded 4.45 million yuan.

Since its opening, by the middle of 2020, the passenger flow of Jing 'an Kerry Center has increased by 35%, and the performance of shopping malls has increased by 44%. Only four days after the opening of BFC Bund Fengjing Market near BFC Bund Financial Center, the market passenger flow reached nearly 400,000, which led to a year-on-year increase in the turnover of BFC shopping malls 125% and a year-on-year increase in the passenger flow 189%.

In Beijing, the creative market has also brought amazing traffic for the destination. In August, 2020, the wooded Tok Market with the theme of "Guo Chao Book Market" was held in Long Fu Temple. In just three days, more than 6,543,800 people poured into the site surrounded by old Beijing Hutong and the buildings being rebuilt, which led to the consumption of surrounding art galleries, cafes and bookstores.

The great influence of creative market, in addition to the infinite vitality found in urban commercial landmarks including complexes, can bring a large number of tourists, and urban operators also directly hope to use the market to add a fire to urban tourism.

In 2020, Hangzhou Municipal Bureau of Culture, Radio, Film and Tourism held a cultural tourism market called "Wonderful Night in Hangzhou". In just three days, it attracted 1 18000 people to visit, and boosted consumption by 30.08 million yuan, making it a phenomenal exhibition in Hangzhou that year. In 20021year, the new market of cultural tourism, Wonderful Night in Hangzhou, further created the integration of cultural tourism, linked Gansu Provincial Museum, Suzhou Museum, China Silk Museum and other 12 museums, and launched cultural tourism products exhibition activities with seven cities and regions, which became a bright color of cultural tourism in Hangzhou after the epidemic.

It is not difficult to find that at present, the city has discovered many benefits of the creative market driving tourism. First of all, the creative market often means the gathering of countless young people with strong spending power. As a fashionable "social currency", the market has been repeatedly promoted by these young people on social platforms and promoted together with the city. Second, the urban destination where the creative market is located has been endowed with the attribute of "online celebrity punching place", which has brought the possibility of a second transformation for the destination —— for example, the "Picking up Light Business Street" in the immersive light and shadow palace market in Beijing Yuanmingyuan is an innovative cultural tourism experience project based on the real "Yuanmingyuan Business Street" in history and upgraded by using the original commercial space of Yuanmingyuan, and will be combined with the trend of young people as a traditional scenic spot.

It is not difficult to find that the rise of this market coincides with the contemporary activities of young people on social platforms in the past two years-picnics and camping. They were also born in cities, and promoted urban tourism to a more contemporary attitude with a lifestyle attitude. Why is the market reborn in the city? This is related to some changes in urban tourism.

Anthropologist Xiang Biao put forward the concept of "disappearing neighborhood" in the interview program Thirteen Invitations a few years ago. At that time, he poked young people in countless first-and second-tier cities. He believes that the so-called "neighborhood" is the real living area around the individual. "Disappearing neighborhood" means that "in today's society, people have no desire or ability to immerse themselves in the world around them and form a narrative".

However, at the moment when space is divided, traveling far has become many obstacles. It has become a new trip for these young people to travel in a small area of this area and discover the unique interests of life in this area. In the process of regional tour, young people re-establish the consciousness of "nearby" and look for like-minded souls.

Therefore, similar to the fiery urban archaeology in recent two years, there are always fresh and creative markets scattered in the corner of the city. It can also be said that young people are constantly building their own new "neighborhood relationship" from the homogenization of online celebrity city exploration and entering a new stage of cultural consumption.

In recent years, with the rise of the concept of "network celebrity city", urban tourism has become increasingly hot. At the same time, traditional urban scenic spots and complexes have a sense of "tension" and "heaviness"-tense travel, crowded people, consumption that will be regretted after the experience ... and they are getting lighter and lighter under the impetus of increasingly lazy young people.

With the emergence of more and more niche and deep destinations, urban tourism has begun to be decentralized. Travelers usually spend a stress-free relaxation time in interesting destinations, instead of catching up with the trip, and even the business consumption during the trip is well hidden.

For example, young people will find a grassland in the corner of the city for picnicking or camping, not to chase the "must-see" scenery, but to escape from daily life briefly. Creative market is also the product of lightweight urban tourism. Its destination is often not a scenic spot in the traditional sense. Because of the gathering of creative people, it has become more pioneering and "easy to visit". On the other hand, selling cultural and creative products and exquisite food in the market hides "business" under the "spirit" and can arouse consumption.

After the concept of "park city" was put forward in 20 18, the desire to "rebuild hometown in the city" is affecting the path of urban renewal. The trend of "Park Fever" has set off in major cities. As a new public sphere, the birth of many parks has provided the foundation for the birth of the market and also carried the other side of urban tourism.

Bryant Park, located in downtown Manhattan, is known as "the busiest park in the world" with an amazing number of activities. Throughout the year, more than 0/000 events, such as literature, chess and cards, and sports, were held/kloc. There are 75 categories, which not only cater to the age, but also meet different cultures, receiving 654.38+0.2 million tourists.

The emergence of new public places brought by "park fever", like Kobe Park, provides a relaxed and dynamic space for the development of creative market. For example, in Hangzhou Botanical Garden, many expositions with different themes have been held in recent two years, such as the Vintage Exposition and the Coffee Exposition, and white pagoda park also plans to hold an art/nature exposition focusing on the family.

It can be found that the cultural and creative market is occupying the leisure time of urban youth and becoming the weather vane of urban tourism. In the future, how will this market further become a new hot spot of urban tourism? The following points may be some important directions.

Judging from the data in the last article, there is no need to repeat the strong attraction of the creative market to the passenger flow, and the development of urban tourism can just expose more new micro-tourism landmarks online and offline with the help of the creative market.

Looking abroad, there have been successful cases. In Bangkok, Thailand, the Rachada train night market used to be just an empty place, but due to the appearance of the market, this place became more and more lively, and even became one of the necessary attractions for Bangkok tour groups at that time, together with traditional attractions such as the Kingdom of Thailand and Wangzheng Temple. Unfortunately, due to the epidemic, this market has been closed.

In the context of the fiery local market, a number of new landmarks of urban literary niche have also been promoted. Take Hangzhou as an example. In March and April, in addition to commercial complexes and traditional scenic spots, such as Taiziwan and Botanical Garden, Liangzhu Culture and Art Center, Xiangshan Art Commune, fields and monsoon, there is even a certain style village. It has become a gathering place outside the youth travel guide.

However, it is worth noting that with the blowout of the domestic market, many problems have also been exposed. The homogenization of market content, unstable form and mixed goods have all become the key factors that hinder the development of market commercial value and the promotion of urban tourism.

Cities need to find creative market forms that are truly related to their own temperament and promote each other. In some foreign cities, the same temperament market has even become the city's business card. For example, in Camden Town, London, known as the "punk rock pilgrimage site", there are many unique markets, such as Camden Lock Village, which focuses on clothing and accessories, and Camden Market, which focuses on fashion items, creating unique travel destination labels.

In China, the creative market has gradually begun to differentiate, creating a market that conforms to the urban tonality. Sanya Sunset Market, which opened at the end of last year, took the sunset by the sea as the theme and held activities for nearly two months in Dabai Apple 1, the landmark of Dadong Sea.

In order to match the holiday attributes of the destination, the scene will be equipped with a sunset light and shadow art punching device, and local ethnic minority brands in Sanya will be invited to "stand out" to create a pleasant island holiday atmosphere. This market is particularly unique in a homogeneous city.

The White Paper on Shanghai Market Development in 2020 pointed out that the integration of market and culture not only helps to distinguish business districts, but also helps to improve the quality and charm of cities, broaden the channels for cultural development, and promote the creative protection and innovation of culture.

Taking the cooperation between Prada and Wuzhong Market as an example, in order to promote the 202 1 autumn/winter series, Prada moved the pop-up store into Wuzhong Market, an online celebrity market, for the first time, making this destination once a popular punching place in the city and creating a unique case of urban tourism.

Creative market, coming from the spring flowers, pursues the pursuit of young people and the expectation of city operators. In the future, how it will blend with urban tourism and become a light to find a new "neighborhood", and time will give the answer.