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    As Dragon Boat Festival trips surge, consumers seek fresh travel, retail experiences

    A roundup and synopsis of popular Chinese-language articles, first released on Jing Daily’s WeChat account.
    Tourists enjoy themselves on a beach during the Dragon Boat Festival holiday on June 10, 2024 in Rizhao, Shandong province of China. Image: VCG via Getty Images
    Jing DailyAuthor
      Published   in Travel

    The Dragon Boat Festival, which fell on June 10, served as a positive signal for China’s tourism sector, logging 110 million domestic trips and a notable uptick in international flight bookings despite the festival’s short duration.

    In the realm of retail, Ambush’s decision to close its Tmall flagship store underscores the intense competition and evolving consumer preferences shaping China’s streetwear industry. Moreover, as bookstores surge in popularity, brands are presented with new avenues to engage with audiences in culturally immersive ways.

    These intertwined narratives highlight the ever-evolving preferences and habits of Chinese consumers and the imperative for businesses to innovate and adapt. Dive into these stories below.

    Key travel trends during this year’s Dragon Boat Festival#

    Passengers walk along the platform at Beijing North Railway Station during the Dragon Boat Festival holiday. Image: Getty Images
    Passengers walk along the platform at Beijing North Railway Station during the Dragon Boat Festival holiday. Image: Getty Images

    The Ministry of Culture and Tourism reported 110 million domestic trips during the 2024 Dragon Boat Festival, with spending up 8.1% year-on-year. Despite the short three-day holiday, international flight bookings rose by over 60%, accompanied by a notable drop in average flight prices. For short-distance trips, tourists seeking personalized experiences flocked to unique small towns, benefiting historical cities like Xi’an and Luoyang. The Dragon Boat Festival highlights continued interest in “New Chinese Style” tourism and domestic travel, while the recovering outbound flight numbers signal optimism for the tourism industry in the second half of 2024. Full story here

    Ambush is known for its distinct Tokyo aesthetic. Image: Ambush
    Ambush is known for its distinct Tokyo aesthetic. Image: Ambush

    Streetwear brand Ambush announced the closure of its Tmall flagship store starting on June 20 due to global strategic adjustments. The Tokyo-based brand has faced fierce competition from rivals such as Izzue, Neighborhood, and Stussy, as well as shifting consumer preferences toward quality, personalization, and cultural significance. While Ambush attributes the store closure to its evolving strategy, it is imperative that streetwear brands innovate continuously to adapt to local consumer demands. Full story here

    As Chinese consumers gravitate towards bookstores, how can brands benefit?#

    Last June, Louis Vuitton opened a pop-up bookstore with Manner Coffee in Shanghai. Image: Manner
    Last June, Louis Vuitton opened a pop-up bookstore with Manner Coffee in Shanghai. Image: Manner

    Bookstores have transcended their traditional function as reading spaces to become multifaceted cultural and commercial hubs. Referred to as “bookstore +” spaces, these establishments integrate cultural showcases, dining options, and community events, reshaping traditional perceptions of bookstores and offering new avenues for cultural consumption. However, despite the increasing demand in the market for cultural experiences, physical bookstores face considerable hurdles, prompting a shift towards innovative strategies. Full story here

    WeChat Digest is a weekly roundup of top-performing articles from Jing Daily’s official WeChat channel, offering a niche and nuanced glimpse of Chinese consumers. Alongside translated snippets, direct links to the original Mandarin articles are provided, allowing Mandarin-speaking readers to fully grasp the context and depth of the featured stories.

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