Xin Hua Cai Jing·2026-01-12 08:17Core Viewpoint - The Chinese consumer market is expected to deepen its development along the path of quality improvement and efficiency enhancement by 2026, driven by macroeconomic policies and emerging consumption trends [1][2]. Group 1: Macroeconomic Policies and Consumer Growth - The "old-for-new" policy has been effective in boosting consumer spending, with over 2.6 trillion yuan in sales benefiting more than 360 million consumers in 2025 [2][3]. - In 2026, the focus will shift to more targeted and effective macro policies, optimizing support areas, subsidy standards, and implementation mechanisms [2][3]. Group 2: County Market Dynamics - The county market is emerging as a new growth engine for consumption, with the instant retail sector expected to exceed 1 trillion yuan in 2026 [4][5]. - Major brands are accelerating their expansion into county markets, with notable growth in sectors like hospitality and dining [5]. Group 3: New Consumption Trends - New consumption hotspots are reshaping the market, including seasonal tourism driven by the ice and snow economy, which saw a 57% increase in bookings during the New Year period [6][8]. - Emotional consumption is gaining traction, with activities like rock climbing and cultural experiences driving new consumer ecosystems [7][8]. - The transformation of national cultural experiences is evident, with cities like Xi'an and Nanjing becoming popular travel destinations, integrating traditional culture with modern experiences [8].