文化赋能，场景焕新，体验升级——南关区商圈跨年活动勾勒节日消费新图景

Core Viewpoint - The New Year celebrations in Nanguan District have become a popular choice for citizens, showcasing strong vitality and innovation in the consumer market through a series of unique cross-year activities organized by major commercial entities [2][10]. Group 1: Unique Activities and Consumer Engagement - Major shopping centers like Changchun Vientiane City and Yuanda Shopping Center have created distinctive events that effectively attract crowds and enhance sales [2][4]. - Changchun Vientiane City continued its winter theme with the "Glued Winter Adventure" exhibition, featuring a giant warm installation that became a focal point for visitors, leading to increased dining sales [2]. - Yuanda Shopping Center hosted an immersive festival with the "Super Player Gold Coin Club" theme, featuring ten fun challenges and a giant whale parade that delighted attendees, enhancing the festive atmosphere [4]. Group 2: Trends in Consumer Behavior - The current holiday consumption is shifting towards "scene-based, experiential, and cultural" dimensions, indicating a significant transformation in consumer preferences [10]. - There is an accelerated transition towards scene-based consumption, where shopping environments are designed to create immersive experiences, enhancing the emotional connection and value of purchases [10]. - The demand for experiential consumption is rising, with consumers valuing participation and enjoyment during the shopping process, which increases customer loyalty and satisfaction [10]. Group 3: Cultural Integration and Market Competition - The competition in the holiday consumption market has shifted from price wars to a comprehensive focus on cultural depth, scene innovation, and experiential value [12]. - Businesses are successfully stimulating consumer enthusiasm by creating unique cultural IPs and memorable shopping experiences, which aligns with the cultural aspirations of younger consumers [12]. - This new consumption trend driven by cultural empowerment, scene renewal, and experience upgrades sets a positive tone for the consumer market in 2026 and provides strong momentum for high-quality regional commercial development [12].