微信发布国庆中秋假期数据报告：新一线、县域市场消费“领涨”全国

Core Insights - The 2025 National Day and Mid-Autumn Festival holiday has significantly boosted travel and consumption, with new first-tier cities and county markets leading the growth, showing a 10% increase in total consumption compared to the May Day holiday [1][34] - Chongqing emerged as the top city in terms of WeChat payment consumption and transaction volume, surpassing major cities like Beijing, Shanghai, Guangzhou, and Shenzhen [1][5][6] - Cross-border tourism has surged, with WeChat payment transactions in destinations like New Zealand and Italy seeing substantial year-on-year increases of 131% and 100%, respectively [1][36] Consumption Trends - New first-tier cities and county markets are showing significant potential, with consumption growth rates surpassing those of traditional first-tier cities during the holiday [34] - Popular consumption categories include sports and fitness, beauty and hairdressing, and travel, with sports fitness transaction volume increasing by 16% and beauty spending rising by 11% [10][11][34] - The use of WeChat for purchasing railway and passenger transport tickets has increased by 21%, while spending on electric vehicle charging stations has surged by 43% [13][34] Cross-Border Payment Growth - Cross-border payment transactions increased by 21% during the holiday, with notable growth in countries benefiting from visa-free policies, such as South Korea (46% increase) and Singapore (32% increase) [36][21] - The integration of WeChat with local payment systems in Japan and other countries has enhanced the travel experience for Chinese tourists, leading to a 25% increase in transactions in Japan [36][37] - The overall transaction volume for cross-border small programs in the transportation sector grew by over 2.5 times year-on-year [1][26] Regional Highlights - The Greater Bay Area saw a significant increase in cross-border transactions, with Hong Kong residents traveling to mainland China for holiday celebrations, resulting in a 120% increase in transaction volume [35][34] - The report highlights the vibrant consumption patterns in various cities, with users in Chongqing and Chengdu favoring leisurely activities, while users in Beijing and Shanghai are more inclined towards entertainment events [34][36]