新华视点｜新场景点燃新需求 “情绪价值”成增长密码——元旦假期消费市场盘点

Core Viewpoint - The New Year's holiday in 2026 showcased vibrant consumer activity across China, reflecting the country's economic vitality and growth, with approximately 590 million trips taken during the holiday period [1][4]. Transportation and Travel - Approximately 590 million trips were made during the New Year's holiday, averaging about 198 million trips per day [4]. - The opening of the Xi'an to Yan'an high-speed railway reduced travel time to about one hour, contributing to a significant increase in tourism, with daily visitor numbers to the Hukou Waterfall scenic area rising by 165% [3][4]. - Didi's ride-hailing demand surged by 31% year-on-year during the holiday, with peak demand exceeding 189,000 requests per minute on New Year's Eve [4]. Tourism and Cultural Experiences - The holiday saw a rise in immersive cultural experiences, with a 125% increase in searches related to New Year's travel activities [6]. - Popular destinations included theme parks and cultural events, with significant growth in hotel bookings, which increased by 280% year-on-year on the first day of the holiday [5][6]. - Ice and snow tourism remained popular, with 40% of the top 20 domestic flight routes during the holiday related to winter sports destinations [7]. Consumer Spending and Retail - The introduction of the "National Subsidy" program led to a surge in consumer spending, particularly in the home appliance sector, with foot traffic in stores increasing by 110% [10]. - The government allocated 625 billion yuan for consumer goods replacement programs to stimulate spending during the holiday season [10]. - The trend of "China Shopping" gained momentum, with foreign tourists increasingly participating in the shopping experience, highlighting the appeal of Chinese products [13].