抖音生活服务春节消费前瞻：鱼灯巡游团购订单增长890%，非遗民俗消费将成趋势

Group 1 - Douyin Life Services released a forecast for Spring Festival consumption in 2026, indicating a surge in various consumption categories such as traditional customs, family gatherings, travel, shopping, and home renovations [1] - Compared to the same period last year, group buying sales for fish lantern parades increased by 890%, ice activities and home textile categories saw over 16 times growth, and New Year's Eve dinner sales rose by 185% [1][2] - The "Douyin New Year Food and Fun Festival" will run from February 10 to February 23, featuring short dramas, trending activities, and online-offline integration to boost Spring Festival consumption [1] Group 2 - The "reunion economy" is heating up, with more families opting for dining out, leading to a 185% increase in group buying sales for New Year's Eve dinners [2] - Douyin Life Services is collaborating with various organizations to launch the "Heartfelt Reunion Dinner" special event, offering over 180,000 exclusive group buying packages and hosting live broadcasts in major cities [2] Group 3 - Non-heritage cultural experiences are becoming a new trend, with group buying orders for related activities increasing by nearly 140% year-on-year [3] - Immersive experiences such as fish lantern parades and traditional folk activities have seen significant sales growth, with increases of 890% and 143% respectively [3] - Douyin Life Services is promoting local cultural tourism by collaborating with cities to support non-heritage projects, expecting to generate substantial exposure and transaction subsidies for local businesses [3] Group 4 - Consumer habits are shifting towards group buying and early bird ticket purchases, with early bird sales increasing by 185% [4] - Travel-related orders for family trips rose by 55%, while hotel bookings increased by 95% and guesthouse reservations by 81% [4] - Douyin Life Services is launching themed activities in conjunction with the Spring Festival Gala to attract users and promote local tourism [4] Group 5 - The overlap of Valentine's Day and the Spring Festival is driving "dual holiday consumption," with significant increases in sales across various retail categories [5] - Group buying sales for jewelry and home appliances have seen remarkable growth, with jewelry orders more than doubling year-on-year [5] Group 6 - Douyin Life Services is introducing multiple themed activities to enhance digital interaction during traditional festivals [7] - The platform is launching a "Spring Festival Never Closes" initiative to ensure consumer confidence, providing 24/7 support and enhancing safety measures across popular consumption areas [8]