元旦假期消费市场盘点：新场景点燃新需求 “情绪价值”成增长密码

Core Insights - The New Year's holiday in 2026 showcased vibrant consumer activity across China, with approximately 590 million trips taken, reflecting the country's economic vitality and consumer enthusiasm [1][4]. Transportation and Travel - The opening of the Xi'an to Yan'an high-speed railway significantly reduced travel time to about one hour, contributing to a total high-speed rail network exceeding 50,000 kilometers [2]. - The Xi'an to Yan'an high-speed railway, spanning 299 kilometers, has boosted tourism, with the Hukou Waterfall scenic area experiencing a 165% increase in daily visitor numbers [3]. - During the New Year holiday, the average daily cross-regional passenger flow was approximately 198 million, with Didi ride-hailing demand increasing by 31% year-on-year [4]. Tourism and Cultural Experiences - The holiday saw a rise in experiential and ceremonial tourism, with searches for "New Year travel" increasing by 125% and significant growth in bookings for theme parks and cultural events [6]. - Ice and snow tourism remained popular, with a notable increase in visitors to Harbin's ice-themed attractions and ski resorts across the country [7][8]. Consumer Spending and Retail - The introduction of the "National Subsidy" program led to a surge in consumer spending on home appliances, with a reported 110% increase in foot traffic at stores during the holiday [9]. - The "China Shopping" trend gained momentum, with foreign tourists actively purchasing local products, highlighting the appeal of China's diverse shopping experiences [10].