微信发布国庆中秋数据报告：重庆消费金额笔数全国第一，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 consumer spending, 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][11] - 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][11] Consumer Spending Trends - The top five cities for consumer spending during the holiday were led by Chongqing, followed by Chengdu, Suzhou, Dongguan, and Xi'an [3][11] - Popular spending categories included fitness (16% increase in transaction volume), beauty and hair services (11% increase in spending), and travel [5][11] - The consumption amount for new energy vehicle charging stations increased by 43%, while railway and passenger transport ticket purchases via WeChat payment rose by 21% [11] Cross-Border Travel and Payment - Cross-border travel saw a strong increase, with cross-border payment transaction volume rising by 21%, particularly in Hong Kong, Japan, and Malaysia [9][13] - WeChat payment transactions in New Zealand and Italy saw significant growth, with increases of 131% and 100% respectively [1] - The use of mini-programs for transportation services abroad has surged, with transaction volumes in the transportation sector increasing by over 250% [1][13] Regional Insights - New first-tier cities like Wenzhou, Quanzhou, and Jinhua have shown economic potential by ranking in the top 20 for WeChat payment consumption during the holiday [11] - In the Greater Bay Area, Hong Kong residents increased their spending in mainland China, with transaction volumes rising over 120% [12] Holiday Activities and Preferences - Users in cities like Chongqing and Chengdu favored leisurely activities such as hiking and cycling, while users in Beijing and Shanghai showed interest in concerts and music festivals [11] - The trend of "searching while traveling" has become popular, with significant increases in searches for food and travel information [8][11]