来源：北京商报
“五一”假期期间hartonoasiangames，北京共接待游客1696hartonoasiangames.6万人次，实现旅游收入196hartonoasiangames.2亿元，同比分别增长9.4%、10.2%，比2019年同期增长18.5%、23.1%，均创历史同期新高，成为国内旅游最热门目hartonoasiangames的地城市。
商圈/消费市场活力满满
2024年“五一”假期，北京迎来了各类新项目、新首店、新展览，为北京消费者和来京游客带来多元体验。5月5日，北京商报记者从各大商业项目获悉，北京超极合生汇、西单大悦城、王府中環等购物中心在“五一”期间迎来一批新店及活动，商场上半年焕新的节奏在“五一”达到高潮。
“五一”前后，THE BOX朝外|年轻力中心迎来茑屋北京首店、女装one moment、明星周扬青服饰品牌GRACECHOW线下店、KANGGOL中国北京旗舰店等一批新店开业，吸引年轻客群；西单大悦城先后迎来零售品牌UNIFREE北京首店、M’CAKE全国首店、拍照品牌PPPICS形象概念店等6家新店。在位于门头沟区的檀谷，设计师店铺超级植物、国潮品牌哭喊中心Crying center、日咖夜酒的甲板Deck咖啡等新店在“五一”期间开业。
首店、新玩法为假期消费注入新的活力。据透露，西单大悦城“五一”期间单日客流最高达10万人次，其中，ZANMAMG LOOPY北京首站快闪店在“五一”小长假期间迎来客流及销售小高峰，日均接待人次环比周末提升近30%；“五一”期间，檀谷小镇单日客流突破2万人次，商圈单日销售达到开街以来的高峰。
刚刚开业的北京超极合生汇，在“五一”小长假期间打造集运动、亲子、休闲、潮流、美食于一体的城市主题乐园式活动，同时泡泡玛特、迪卡侬等新店正式营业，新店限定活动引发顾客购买热潮。除此之外，小长假期间多家餐饮品牌推出促销及优惠套餐，团购活动上架即秒空，核销率高达95%以上。丰富活动带动会员注册量极速上升，小长假期间会员爆发式增长，北京超极合生汇总会员数近5万；檀谷举办首届“山之古典国际音乐季”，邀请国内外十余组古典音乐艺术家登台演出，将商业与艺术融合；THE BOX朝外|年轻力中心开启青年文化月，举办文化节、艺术节、舞蹈路演及动漫展、电影展放映等15场活动，为年轻客群带来丰富的体验。
此外，5月1日，2024国际双城消费节启动，开展为期5天的奥地利及瑞士精品现场售卖活动，联动北京市内近50家商场开展系列促消费活动。据了解，2024国际双城消费节将持续至7月，陆续组织开展北京—维也纳、北京—泊尔尼、北京—苏黎世多场双城品牌两地联动。
配合假日节点“上新”，在丰富消费者选择的同时增加品牌曝光度。IPG中国首席经济学家柏文喜表示，“五一”期间商业项目迎来客流高峰，首店和旗舰店的开设往往能够吸引消费者的兴趣，与此同时，通过多样化的活动，商场可以吸引不同兴趣和需求的消费者，扩大消费范围，增加销售额。
“五一”期间的消费高峰，更是为接下来的暑期消费进行了铺垫。围绕夏日消费、潮流消费，各商业项目将不断进行调整，上述朝阳大悦城负责人表示，暑期，朝阳大悦城将聚焦青年潮流文化，推出“二次元嘉年华”“理想生活节”等活动，打造京城年轻人喜爱的社交场。
餐饮/烟火气爆棚
“五一”假期迸发的消费活力点燃了餐饮市场。5月5日，北京商报记者了解到，在过去的“五一”假期中餐饮市场迎来经营高峰，无论是线下的客流量及排队等位情况，还是线上的商家表现，均体现出了餐饮业非凡的活力。
据介绍，毗邻旅游景区的烤肉季、峨嵋酒家地安门店、西安饭庄鼓楼店、柳泉居、护国寺小吃总店、护国寺小吃地安门店、护国寺小吃体验馆等，销售额基本是平时的两倍。以烤肉宛万泉河店为例，假期接待顾客数量是平时的三、四倍。烤肉季经理鲁建伟表示：“‘五一’假期里，我们这里的顾客基本从午餐一直延续到晚餐时段，十分红火。”而热门菜品也撑起了餐厅的生意，峨嵋酒家的宫保鸡丁就几乎每天都卖出上千份。
线下餐饮的景象只是整个市场的一面，线上的餐饮市场同样忙碌。美团发布的“五一”假期“吃喝玩乐”消费数据显示，“五一”假期前三天，北京本地生活服务消费位居全国城市第二。从整体趋势来看，“味蕾游”是这个假期年轻人出行热门选择。美团数据显示，假期前三天，全国餐饮堂食订单量较去年同期增长超73%，部分餐厅排队等位超过1000桌。
其中，音乐节作为一种新兴的旅游方式，成为推动假期消费的重要力量。美团、大众点评数据显示，5月2日，超级草莓音乐节开唱，带动延庆城区商圈的餐饮堂食交易额周环比增长300%。在通州，无限音乐节也有效带动了周边商圈的消费热度，以土桥商圈为例，5月1日—2日，餐饮堂食消费额周环比增长188%。
In terms of food and beverage consumption, afternoon tea and night economy have become hot online periods. Ele.me data show that during the May Day period, afternoon tea and night economy returned, and the takeout volume at 1: 00 pm and 11: 00 pm increased by more than 30% month-on-week. Specifically, during the May Day period, crayfish takeout during the afternoon tea in Beijing increased by 73% month-on-week, even higher than the increase of 50% during the midnight snack period. In addition, the takeout volume of afternoon tea in Beijing, such as leisure snacks, hamburger fries and pizza spaghetti, all exceeded 40%, while that of milk tea juice, drinks, ice cream, barbecue and other midnight snacks increased by more than 30%.
In fact, in order to meet the substantial increase in passenger flow during the Golden week, catering enterprises have already done their homework ahead of time, making great efforts in the preparation of raw materials and the deployment of personnel. In terms of ingredients, Tongchunyuan greeted the food suppliers half a month in advance to increase the order quantity during the May Day holiday to ensure an adequate supply. In terms of personnel, many time-honored brands, such as Tongheju, Tongchun Garden and Drum Tower Ma Kai Restaurant, adopt the "off-peak work system" and give employees a break before May Day.
Some people in the industry said that the popularity of catering continues to rise, "fireworks" rise at night, and trendy games emerge one after another, showing the vitality of the holiday consumer market. As the consumption potential continues to be released, it will help to further expand domestic demand and help the economy develop steadily.
Park / 9.06 million visitors visit Beijing Park
According to the Beijing Municipal Bureau of Landscape Architecture and Greening, this year's May Day short holiday, the capital park received a total of 9.0674 million visitors, running smoothly, safely and orderly. Every day, about 23000 management and service personnel participate in the front-line security, and 2000 green messengers volunteers and 4460 spiritual civilization guides enter the park to provide services.
Late spring is a good time to visit the garden. During the five-day holiday, the city's parks received a total of 9.0674 million visitors, basically the same as the same period last year. The historic park still has the largest number of visitors, with 750900 visitors to the Summer Palace, 701500 visitors to the Temple of Heaven Park and 443400 visitors to the the Ruins of Yuanmingyuan Park, ranking in the top three.
The first Tianzi Peony Festival in Sun Palace Park attracted many tourists. At present, more than 50,000 peonies are in full bloom, including Yingri Red, Star, Green Peony, White Snow Pagoda, Sea Yellow, Pearl Ink run and other different varieties. The King of Peony, which is more than 50 years old, is the national color of Tianxiang. it is a purple-spotted peony from Gansu, 2.5 meters high, 3.8 meters in diameter and nearly 50 flowers in full bloom.
In order to alleviate the pressure of passenger flow in historic parks, this holiday, the city has promoted 40 comprehensive parks and country parks with remarkable results. Statistics show that the total number of visitors to the 40 parks in five days was 651800, an increase of 53 percent over the same period last year, accounting for 7.2 percent of the total visitors during the May Day holiday.
During the May Day holiday, the Municipal Gardening and Greening Bureau co-ordinated the resources of park scenic spots in the city, and launched 107 flower viewing areas and 104 characteristic cultural activities to meet the diverse needs of citizens and facilitate people to visit nearby. Among them, more than a thousand lilacs in the National Botanical Garden (North Garden) are fragrant; nearly 2 million tulips in Beijing International Flower Port are exquisite and gorgeous; and 150000 peonies in Tongzhou Canal Peony Garden are in full bloom, making it an excellent place for people in Beijing and around Tianjin and Hebei to watch peonies. More than 30 activities of the second Beijing National Culture week, including national dress exhibition, traditional sports competition, cultural and gourmet food collection, are rich and colorful.
Performances / newly created works appear on the stage
According to the Beijing Municipal Bureau of Culture and Tourism, 302 commercial performances were held in the city's 160 venues during the May Day holiday, and the number of performances, audience and box office increased by 2.7%, 34.8% and 114.6% respectively over the same period in 2019, up 219.4%, 264.9% and 733.6% respectively.
The newly created works were unveiled on the capital stage, with a total of 6 new repertoire performances in 2024 during the May Day period. There are not only the original Beijing opera Yongding Men Li of the Beijing people's Art Theater, the famous comedy work of Moliere, the famous comedy of the National Grand Theater, Deng Shichang, and the musical Deep of Xiao Ke Theater, the panoramic immersive interactive drama Dazhen Aix 2, and the large-scale immersive musical situation drama Menghua Great Wall with the Great Wall as its theme.
The performance of the municipal troupe is full of vitality, with a total of about 130 performances during the holidays. China Puppet Art Theater performed 31 performances, "the Elephant is coming" was staged at the China Puppet Theater's Kaku Theatre and the Taihu Shuangyifa Performing Arts Center Theater; 23 performances were performed at the Beijing Opera Theater, and the "famous Peking Opera Concert" was sought after by the majority of fans; the National Grand Theater and the Beijing Performing Arts Group actively held the May theme exhibition season.
Large-scale performances boost cultural tourism consumption. During the May Day period, eight large-scale concerts and music festivals were held in Green Heart Park, World Park, and Bird's Nest, with an audience of 250000, and the concert scene was full; the 2024 Beijing Super Strawberry Music Festival was presented by eight major music brands hand in hand, and the overseas cast returned in an all-round way.
During the May Day holiday, public cultural service organizations at all levels in the city carried out a total of 1210 mass cultural activities, an increase of 11.6% and 6% respectively over the same period last year, according to the Beijing Municipal Bureau of Culture and Tourism. The Beijing City Library, the Grand Canal Museum and the Beijing Art Center received a total of 160000 visitors.
Among them, the Beijing City Library held "City Music"-Sheng Song Moyong: Chinese poetry and song appreciation activities; Haidian District held a series of activities to celebrate May Day; Huairou District held the 14th Beijing International Film Festival Huairou District public welfare film screening activities; Miyun District held "Beautiful year, Sound of Nature"-24 solar term theme cultural exhibition; Yanqing District held activities such as climbing the mountains of the four seas and praying for the five blessings.
Event / 32000 people patronize Beijing Fine Brewing Beer Festival
The dynamic music, the crowded square and the passionate clinking of glasses between close friends were frequently staged in the Shougang Park during the May Day holiday. During the May Day holiday, a reporter from the Beijing Business Daily visited the "2024 Beijing Fine Brewing Beer Festival" and found that brands including Dayue Beer, Wild Kite, Beer Hall, JingA Fine Brew Beer and other brands had set up booths. In addition to craft beer, a number of catering brands, including Zhou's Black Duck and QMAX, have also joined in.
It is understood that the 2024 Beijing Fine Brewing Beer Festival will be held in Shougang Park from May 1 to 4, bringing together 135 craft bars, more than 109 craft brands, more than 500 types of craft beer and 37 trendy food brands. A reporter from the Beijing Business Daily found at the scene of the 2024 Beijing Fine Brewing Oktoberfest that the prices of the products on sale were mainly concentrated at 30 yuan per cup, about 300-500ml.
Beijing Business Daily reporter interviewed 2024 Beijing Fine Brewing Oktoberfest officials learned that during this year's Oktoberfest, a total of 32000 people entered.
“90后”消费者李艾在精酿啤酒节现场向北京商报记者表示，“今年啤酒节能够品尝的精酿啤酒种类很多。气温升高，喝啤酒的机会也更多了，啤酒节也给我们提供了一个场景，能够一气儿品尝500多款精酿啤酒，选出自己最喜欢的。另外和朋友一起一边喝精酿，一边聊天感觉很好”。
“五一”假期期间，除2024北京精酿啤酒节外，“北京消费季”联动多部门各领域特色资源，举办千余项促消费活动，推出多元业态融合新场景，消费市场异彩纷呈。
酒类营销专家肖竹青指出，啤酒节已成为参与各方共赢的低成本狂欢节，热闹的啤酒节让消费者观赏免费歌舞表演的同时，以廉价消费获得身心愉悦。参与各方彼此为对方创造价值，啤酒企业、餐饮企业和品牌赞助方各取所需，最终受益者是消费者。
北京商报记者 卢扬 刘一博 刘卓澜 胡静蓉 冯若男 张天元 韩昕媛