QuestMobile: 2020 May Day Holiday Consumption Insight Report: Local life leads consumption recovery, live streaming sales become a new growth hotspot

Dear friends, what did you think of the last issue of "Beauty Brands and Crowd Insights"? Some friends left messages in the backstage, asking: "XXX doesn't deserve a name", "Why is there no XXX", (⊙o⊙)... No girl has dared to talk to Mr.QM so naughtily since I was a child. Mr.QM wants to say, well, the national trend brands have exploded, and we have accurately poked the opponents who are stronger than you. How about it, do you accept it? If you don't accept it, come and bite me O(∩_∩)O Haha~

Having said that, the epidemic at the beginning of the year disrupted a lot of things. In a blink of an eye, April and May, the months of revival, are about to pass. The children who have not yet finished their winter vacation are about to usher in their summer vacation. The May Day holiday in between has been forgotten by many people. However, from the perspective of user behavior, this "May Day" has many trends worth looking forward to, including the recovery of life and consumption. This can be regarded as another recovery that is worth looking forward to for everyone, in addition to the recovery of all things between the spring and summer of 2020. May this Gengzi Year be peaceful and tranquil!

Now back to the topic, today Mr.QM will share with you the "Labor Day" holiday consumption insight report. QuestMobile data shows that during this year's Labor Day, consumer confidence has steadily recovered, nearly 60% of users agree that consumption is hot, travel and consumption demand have increased significantly, and comprehensive e-commerce, map navigation, payment settlement, and local life DAU increments ranked in the top four.

During the long holiday, local life DAU increased by 26.8% compared with weekdays to 62.47 million, which is almost the same as the 66 million during the May Day holiday last year. Shopping and catering consumption became the main types of consumption, and the proportion of users with an average consumption amount of 1,000-3,000 yuan was 46%; scenic spots in various places have resumed, and the tourism service industry has recovered more than half, an increase of 20.7% compared with weekdays. Local tours, surrounding tours, and reservation models have become new growth points; live streaming has also become a hot spot for holiday consumption. The number of e-commerce live broadcasts and live broadcast products increased by 1 times and 4.7 times year-on-year respectively. The addition of CCTV hosts has also gradually extended the user group to older and lower-level users. The proportion of users over 30 years old who watch live broadcasts on mobile Taobao in-APP has exceeded 43%.

How to do it specifically? You may want to read the report.

2. The measures to stimulate consumption in various regions have begun to show results. More than half of users believe that consumption during the May Day holiday is high, and users' consumption confidence has steadily recovered.

4. The demand for leisure, entertainment and consumption has been gradually released, and the user scale in the fields of mobile shopping, travel, local life, and pan-entertainment has increased significantly.

5. Health codes have become a must-have for users when traveling. The number of users of WeChat mini-programs for life services, especially local health codes, has increased significantly during the May Day holiday.

2. Livestreaming continues to develop and become a new hotspot for holiday consumption; the entry of the "national team" and more celebrities has injected more positive energy into the livestreaming industry and also triggered a new round of changes in the media.

3. The popularity of live streaming is spreading to older and lower-tier users. The proportion of Taobao live streaming viewers aged 30 and above and users in fifth-tier and lower cities is increasing.

4.1 Users are still cautious about traveling, and the industry has recovered more than half of its revenue. During the May Day holiday, the average daily active user scale increased by 20.7% compared with normal days, exceeding the same period last year.

4.2 More than half of users choose to travel nearby, and local and surrounding tours become popular modes of travel during the May Day holiday

4.3 During the May Day holiday this year, the state issued a request for scenic spots to improve their reservation system in advance. All major scenic spots made every effort to ensure safety while resuming operations.

4.4 “No reservation, no travel”. After the public safety incident levels were lowered in various places, users’ temporary ticket booking demand increased. Typical APPs saw a small peak in bookings the day before May Day.

5.1 Holidays have boosted user travel demand. The industry's overall user base has recovered to 90% of the same period last year, but the growth rate is still lower than the same period last year.

5.2 Diversified travel demands such as self-driving, rail, and cycling have driven the growth of map, rail, and shared travel service APP users, with a small peak on May 1st.

6.1 The suppressed demand for offline food, drink and entertainment has gradually been released, the local life industry has rebounded, and the average daily active user scale has basically returned to the level of last year's "May Day".

6.2 Meituan and Dianping launched activities such as "Safe Consumption Festival" and "Safe Restaurant", and cooperated with governments across the country to issue consumer coupons and subsidies to help holiday consumption recovery

7.1 More than 70% of users had dine-in and take-out consumption during the May Day holiday, and their enthusiasm for food consumption was high, with barbecue and hot pot becoming the focus of attention

7.2 Milk tea is a standard item for shopping. Typical tea drink WeChat mini-programs such as CoCo, Heytea, and Nayuki’s Tea maintained high popularity in the first three days of the holiday

7.3 Users aged 19-24 love milk tea. CoCo and Nayuki’s Tea are favored by female users, while Heytea attracts more male users.

7.4 Holiday gatherings and dining out will lead to a decrease in the demand for takeout, but during this year's "May Day" holiday, the vitality of takeout services has continued to rise against the trend, and the average daily active number has recovered to 90% of the same period last year

7.5 The food delivery platform launched the "May Day Promotion", which fully covered the door-to-door delivery scenarios such as food and beverage, fresh food, flowers and department stores. The number of daily active users of typical food delivery apps increased slightly with a stable growth

8.1 Offline consumption and the restart of travel scenarios have increased users' demand for taking photos and sharing them, but people's mentality has become more stable due to the epidemic, and the industry's growth rate is far less than that of the same period last year.

8.2 Holiday consumption and outings are inseparable from taking photos and checking in, recording life, and the number of active users of photography and beautification industry apps reached a peak on the first day of the holiday