春节“钱花在哪儿”：中国人消费结构发生哪些变化？

Core Insights - The 2026 Spring Festival consumption data illustrates a vibrant picture where technology revitalizes tradition, environmental consciousness refreshes the festive spirit, and experiential elements enhance family reunions [7] Group 1: Consumption Trends - The Chinese consumption market during the 2026 Spring Festival showed a robust performance, driven by a long holiday period and various consumption-promoting policies, leading to a notable increase in consumer willingness and an optimized consumption structure [1] - Payment data indicates a significant increase in consumption activity, with a total of 4.931 billion payment transactions processed on New Year's Eve, marking a 21.64% year-on-year growth compared to 2025 [1] Group 2: Regional Performance - Shanghai's consumption during the Spring Festival reached 60.35 billion yuan, a 12.8% increase year-on-year, with offline consumption growing by 15.4% and online consumption by 8.9% [2] - Hunan Province welcomed 22.7068 million tourists on New Year's Eve, with transaction amounts reaching 8.797 billion yuan, reflecting a 37.75% year-on-year increase [2] Group 3: Consumption Structure - Service consumption saw significant growth, with domestic tourism experiencing a dual surge, particularly in high-tier cities and county-level tourist spots [3] - National average daily sales for key retail and catering enterprises increased by 5.7% during the holiday, with foot traffic and sales in monitored pedestrian streets rising by 6.7% and 7.5%, respectively [3] Group 4: Quality of Consumption - The 2026 Spring Festival consumption exhibited three prominent trends in quality upgrades: a surge in health-related consumption, a rise in smart product popularity, and a shift towards convenient consumption options [4] - Sales of smart wearable devices increased by 130%, with organic food sales up by 52%, indicating a strong demand for health-conscious products [4] Group 5: Digital Integration - Digital payment and innovative consumption scenarios were prevalent, with significant increases in transaction volumes for travel and entertainment during the festival [5] - Local specialty products gained traction through digital platforms, showcasing a successful integration of regional characteristics with e-commerce [5] Group 6: Inbound Consumption - Inbound tourism consumption saw remarkable growth, with overseas visitors utilizing international bank cards for transactions, leading to a doubling of medical and beauty-related spending [6] Group 7: Policy Impact - The strong performance of consumption during the 2026 Spring Festival was supported by targeted policy measures, including a 2.05 billion yuan fund for consumer vouchers and subsidies, which effectively stimulated demand [7] - The "old-for-new" subsidy program, with an initial allocation of 62.5 billion yuan, directly boosted large-scale consumption [7]