2026：火热的开场 元旦消费市场观察

Core Insights - The domestic consumption market in China showed strong performance during the 2026 New Year holiday, with a total of 590 million cross-regional trips made, averaging 198 million per day, representing a year-on-year increase of 19.62% [1] - Domestic travel reached 142 million trips, with total spending amounting to 84.789 billion yuan [1] Group 1: Consumption Trends - The "ice and snow economy" was a significant highlight, with approximately 40% of the top 20 popular travel routes during the holiday being ice and snow destinations [2] - The trend of attending concerts as a reason for travel was notable, with ticket bookings for events like the "Song of the Journey" concert in Harbin increasing by 82% and hotel bookings rising by 81% [3] - Young people, particularly those born after 2000, represented 39% of travelers, while those born in the 1990s accounted for 33%, indicating a shift towards more personalized and experiential travel [4] Group 2: Policy and Economic Support - The launch of 625 billion yuan in subsidies for replacing old consumer goods provided a boost to consumer confidence and spending [6] - Various cities implemented additional financial incentives, such as consumption vouchers, to stimulate local economies, with Guangzhou's initiatives leading to significant consumer engagement [6] Group 3: Local Consumption and Services - The restaurant industry saw a daily sales increase of 4.6% during the holiday, with traditional family gatherings becoming a key consumption driver [7] - Local consumption upgrades, such as extended business hours and enhanced community services, contributed to a more convenient shopping experience [8] - The inbound tourism market experienced robust growth, with ticket bookings for attractions increasing by 110% and a notable rise in demand for duty-free shopping experiences [8]