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

Group 1: Travel and Transportation - Approximately 590 million trips were made during the New Year holiday, with an average of about 198 million trips per day [2] - The opening of the Xi'an to Yan'an high-speed railway reduced travel time to about 1 hour, contributing to a 165% increase in daily visitors to the Hukou Waterfall scenic area [2] - 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 [2] Group 2: Tourism and Cultural Experiences - The emphasis on "experience" and "ceremony" in cultural tourism was highlighted, with a 125% year-on-year increase in searches related to New Year travel [5] - Popular destinations for ice and snow tourism saw significant interest, with 40% of the top 20 domestic flight routes during the holiday being related to ice and snow activities [8] - The trend of "experience-oriented" consumption reflects a shift from material satisfaction to emotional experiences among consumers [5] Group 3: Consumer Goods and Retail - The introduction of the "National Subsidy" policy led to a surge in the home appliance market, with foot traffic in stores increasing by 110% during the holiday [10] - The government allocated 62.5 billion yuan for consumer goods to support the "old for new" replacement program, aimed at boosting consumption during peak seasons [10] - The "China Purchase" trend gained momentum, with foreign tourists increasingly attracted to unique Chinese products, leading to long queues in shopping districts [10]