According to a report released by the Ministry of Commerce, 60 percent of China's urban consumption takes place after dusk. At large-scale malls, sales between 6 pm and 10 pm usually account for over half of the whole day's revenue.

A-Shui Tea Shop, a tea drink brand based in Jinan, Shandong province, now operates some 1,400 stores nationwide, which are mainly located in Shandong, Jiangsu and Hebei provinces, as well as Tianjin and Beijing.

Since June, some of its stores began to extend their business hours. Now, over 300 stores operate until 11 pm, more than 100 stores operate until midnight, and a further 100 outlets are open beyond midnight. The extension of business hours will last until the end of September, the company said.

"After extending the business hours, there has been a clear trend of growth in store revenue, and some stores have experienced sales growth of over 100 percent compared with the period before the extension," said Wei Qun, director of delivery services at A-Shui Tea Shop.

"Nighttime sales have been especially high in Jinan and Qingdao of Shandong, as well as Tianjin. Stores with higher revenues are mainly located in core business circles, and nighttime sales mainly come from orders for deliveries," Wei said.

He added that in summer, many consumers are interested in having barbecues and crayfish at night, and restaurants providing such meals located in core business districts have largely extended their operating hours. Their popularity has also driven the sales growth of beverages, as certain drinks pair nicely with these kinds of food.

In addition to the catering sector, many sightseeing spots have extended their opening hours this summer, and upgraded night tourism products to meet the diverse demand of travelers. Besides driving an increase in ticket revenue for scenic spots, it has promoted the growth of related businesses such as catering, accommodation and shopping in surrounding areas.

The government has encouraged more industry players to actively develop the night tourism economy.

According to a guideline issued earlier this year by the State Council, China's Cabinet, the holding of more nighttime activities such as folk performances, lantern fairs, temple fairs, and light and shadow shows has been encouraged, and different regions could develop water night tours based on local conditions.

In addition, the government will support the upgrading and renovation of lighting services at night in commercial areas, and the optimization of support facilities such as parking lots and public transportation, according to the document.