Jin Rong Jie·2026-02-09 11:22Core Insights - The article highlights the integration of traditional Chinese New Year customs with new technologies and retail formats, emphasizing the role of Meituan in enhancing the festive consumer experience through AI and innovative activities [1] Group 1: Food Consumption Trends - The Chinese catering market is experiencing a strong recovery, with an expected 9-day holiday and supportive consumption policies leading to 9.5 billion dining experiences during the Spring Festival [2] - There is a shift in dining consumption from basic needs to diverse experiences and emotional values, with a 26% increase in searches related to "gathering scenes" and a 42% surge in "family gatherings" [2] - Traditional and regional cuisines are gaining popularity, with searches for specific dishes like "long table banquet" in Wuhan increasing by 180% and "Wuyi tea banquet" in Fujian rising by 660% [3] Group 2: Alcohol Consumption - Instant retail is becoming a key channel for alcohol consumption during the Spring Festival, with major liquor brands partnering with Meituan for enhanced service and convenience [4] - Moutai has expanded its partnership with Meituan, increasing its official store presence to nearly 3,000 across 245 cities, focusing on authenticity and service quality [6] - The collaboration with Xijiu aims to provide direct supply and quick delivery, enhancing consumer confidence in purchasing premium liquor [6] Group 3: Travel Trends - The Spring Festival travel season has seen a 30% increase in train ticket bookings and a 47% rise in flight bookings, with "reverse New Year" travel patterns gaining traction [8] - Popular destinations include Beijing, Shanghai, and Chengdu, with significant increases in travel to areas known for unique cultural experiences [8] - Meituan is implementing various services to facilitate travel, including price comparison and special assistance for elderly travelers [8] Group 4: Retail and Consumer Goods - Instant retail is reshaping the consumption of New Year goods, with significant sales increases in various categories, including craft beer and digital appliances [9] - Meituan has launched a New Year shopping festival, collaborating with over 100,000 stores to offer discounts and promotions, enhancing consumer engagement [9] - The platform is also supporting local businesses by providing increased visibility and resources during the peak shopping season [9] Group 5: Health and Wellness - Health has become a central theme for New Year consumption, with increased spending across all age groups, particularly among younger consumers [10] - There is a notable rise in demand for health-related services, including dental and eye care, with significant increases in service requests during the holiday period [10] - Meituan is promoting health services through special offers and partnerships with healthcare providers to meet rising consumer demand [10][11] Conclusion - The integration of new technologies and retail formats with traditional customs is redefining the Spring Festival experience, showcasing the resilience and vitality of the Chinese consumer market [12]