元旦客流引领复苏，空调提价打响反内卷

Investment Rating - The report indicates a positive outlook for the service consumption sector, particularly in light of the government's efforts to stimulate consumer spending through various holidays and subsidies [1][4]. Core Insights - The report highlights a significant increase in service consumption during the New Year holiday, with a total of 590 million people expected to travel, marking a 19.5% year-on-year increase [2]. - The introduction of a large-scale subsidy program for replacing old appliances is expected to boost consumer spending, with an initial allocation of 62.5 billion yuan (approximately 9.1 billion USD) for 2026 [4]. - Midea's decision to raise air conditioner prices is seen as a strategic move to counteract intense competition in the industry, with price increases of 2% and 4% planned for early January [4]. Summary by Sections Service Consumption Growth - The report notes that during the New Year holiday, railway passenger volume is projected to reach 48.22 million, a 53.1% increase year-on-year, while road travel is expected to account for 540 million people, up 15.5% [2]. - The recovery in travel is anticipated to drive growth in the cultural tourism, hotel, and restaurant sectors, making service consumption a key driver of domestic demand recovery [2]. Domestic and International Tourism - The report indicates a substantial increase in inbound tourism, with ticket bookings for inbound travel during the New Year holiday rising by 110% year-on-year [3]. - Major cities like Shanghai, Beijing, and Guangzhou remain popular among international tourists, while smaller cities like Dali and Xishuangbanna have seen a threefold increase in inbound visitors [3]. Government Subsidies and Industry Response - The government has initiated a subsidy program for replacing old appliances, which is expected to support consumer demand during peak seasons like the New Year and Spring Festival [4]. - Midea's price adjustments are viewed as a necessary step to improve the competitive landscape of the air conditioning industry, which has faced rising costs due to increased copper prices [4].