21评论｜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 in China showcased a robust consumer market, driven by a long holiday and various consumption-promoting policies, leading to a significant increase in consumer willingness and an optimized consumption structure [1][7] Group 1: Consumer Spending Trends - Payment data indicates a strong surge in consumer activity, with 4.931 billion transactions processed on the eve of the Spring Festival, marking a 21.64% increase compared to 2025 [1] - Shanghai's total online and offline consumption during the festival reached 60.35 billion yuan, a 12.8% year-on-year growth, with offline consumption growing by 15.4% [2] - National key retail and catering enterprises reported an average daily sales increase of 5.7% during the festival, with foot traffic and sales in monitored pedestrian streets growing by 6.7% and 7.5% respectively [3] Group 2: Consumption Structure and Quality - There was a notable increase in service consumption, with domestic tourism seeing significant growth, particularly in high-tier cities and county-level tourist spots [2] - Health-conscious products saw a surge, with sales of smart wearable devices increasing by 130%, and organic food sales rising by 52% [4] - The trend towards convenience in consumption was evident, with 65.8% of consumers purchasing pre-prepared meals during the festival [4] Group 3: Digital Integration and Local Products - Digital payment and innovative consumption scenarios were prevalent, with significant increases in transaction volumes for travel and entertainment [5] - Local specialty products gained traction through e-commerce platforms, with notable sales increases for regional delicacies [5] Group 4: Policy Impact - The strong performance of consumer spending during the Spring Festival was supported by targeted government policies, including a 20.5 billion yuan fund for consumer vouchers and subsidies [6] - The "old-for-new" subsidy program, with an initial allocation of 62.5 billion yuan, effectively stimulated large-scale consumption [6]