政策加持活动赋能 湖南全面点燃2026年一季度消费热潮

Core Viewpoint - Hunan Province is implementing a series of measures to stimulate consumer spending and boost economic growth as the new year approaches, aiming for a strong start in 2026 and high-quality economic development during the 14th Five-Year Plan period [1][2]. Policy Initiatives - In 2025, Hunan's retail sales of consumer goods reached 1,936.59 billion yuan, a year-on-year increase of 4.5%, surpassing the national average by 0.5 percentage points [2]. - The province is launching an upgraded "old for new" policy for consumer goods, offering subsidies of up to 20,000 yuan for scrapping old vehicles and purchasing new energy vehicles, and up to 15,000 yuan for regular exchanges [2]. - Six categories of home appliances and four categories of digital products are included in the subsidy program, with 2.66 billion yuan in special government bond support already approved for 2026 [2]. Consumer Engagement Activities - Hunan's consumption market showed a strong performance during the New Year holiday, with total consumption reaching 46 billion yuan, a 24% increase year-on-year [4]. - The "Hui Gou San Xiang" New Year consumption season will feature over 500 promotional events across various sectors, including automotive, service vouchers, and online shopping festivals [4]. - Specific actions include issuing general consumption vouchers in key service areas and promoting local products through online platforms [4]. Cultural and Tourism Integration - Hunan plans to enhance cultural and tourism consumption through a dedicated action plan, focusing on domestic tourism growth and the development of new tourism products [5][6]. - A series of cultural events will be organized during the Spring Festival, with nearly a thousand themed activities expected to take place across the province [6]. Agricultural Product Promotion - Hunan is launching the "Dongting Fragrance +" consumption guide to promote high-quality agricultural products, facilitating direct sales from farms to consumers [7]. - The "2026 Red Star Global New Year Goods Festival" will feature various activities to enhance agricultural product sales, including live streaming and cultural experiences [7][8]. - Initiatives to support farmers include prioritizing the purchase of agricultural products from underdeveloped areas during holiday procurement [8].