“五一”哪里最火？微信数据来了

Core Insights - The 2025 "May Day" data report from WeChat indicates a significant increase in consumer activity, with WeChat payment transaction volume growing over 10% during the holiday period [1][5][6] - High-speed rail travel, public transportation, and dining sectors led the holiday consumption surge, with notable growth in ticket purchases and restaurant transactions [2][3][5] Consumption Trends - WeChat payment transactions in the dining sector increased by 12% year-on-year during the holiday, with popular local brands like Luckin Coffee, Haidilao, and Mixue Ice City seeing significant consumer interest [2][7] - High-speed rail ticket purchases saw a transaction amount increase of over 10% compared to the previous year, reflecting strong travel demand [2][8] Cross-Border Tourism - There was a notable increase in outbound tourism, with domestic residents' overseas WeChat payment transaction volume rising by 37% year-on-year [3][5] - Foreign visitors to China and Hong Kong residents traveling to the mainland also experienced a surge, with foreign users' transaction volume in China nearly doubling during the first three days of the holiday [3][5][9] Regional Highlights - Major cities such as Guangzhou, Beijing, and Shanghai topped the list for WeChat payment consumption, with Guangzhou leading the charge [8] - Hong Kong residents showed a strong inclination to travel to mainland cities like Wuhan, Chengdu, and Chongqing, with their transaction volume also doubling compared to last year [3][9] E-commerce and Gift Trends - WeChat mini-store consumption surged by 62% year-on-year, with gift-giving becoming a new trend during the holiday [2][7] - Orders for jewelry items like bracelets and anklets saw a remarkable increase of over 160% compared to previous periods, indicating a shift in consumer gifting behavior [2][7]