新消费行业周报（2025.12.29-2026.1.2）：元旦假期出行数据亮眼，抖音美妆GMV预计全年高增-20260105

Investment Rating - The industry investment rating is "Positive" (maintained) [3] Core Insights - The New Year's holiday consumption data showed strong performance, likely due to the longer holiday period compared to the previous year. Anticipation for the upcoming 9-day Spring Festival holiday is high [4] - Emerging consumer goods are thriving, reflecting new consumption concepts among the younger generation. Understanding these new narratives is key to capturing growth opportunities in new consumer companies [17] Summary by Relevant Sections Travel Data - During the New Year's holiday, an estimated 590 million people traveled, with an average of 198 million daily, a year-on-year increase of 19.5%. Railway passenger volume is expected to reach 48.22 million, a 53.1% increase, while civil aviation passenger volume is expected to be 5.88 million, a 10.49% increase [4] Key Scenic Area Data - Ticket bookings for the "Xi'an City Wall and Beilin Historical Cultural Scenic Area" surged by 134% year-on-year. The growth rate for cultural tourism bookings in Xi'an reached 41%. Mountain scenic area ticket bookings increased by over 150%, with Huangshan orders up 544% year-on-year [4] Duty-Free Sales - During the New Year's holiday, 442,000 duty-free items were sold, a 52.4% increase year-on-year, with shopping amounts reaching 712 million yuan, up 128.9% [4] Restaurant and Hotel Performance - Data from Haidilao indicated over 400,000 table reservations for New Year's Eve and New Year's Day. Hotel occupancy rates increased by nearly 50% compared to the previous year [4] Cosmetics Market - Douyin's beauty segment GMV exceeded 210 billion yuan from January to November 2025, with an annual forecast of over 230 billion yuan. The growth rate for color cosmetics and beauty tools was 24.8%, slightly higher than skincare products [4] Investment Recommendations - In the beauty sector, focus on high-quality domestic brands with strong innovation, such as Maogeping and Shangmei. In the gold and jewelry sector, consider brands like Laopu Gold and Chaohongji that appeal to younger consumers. For trendy toys, companies with successful IP creation and operation experience, like Pop Mart, are recommended. In the ready-to-drink tea sector, strong brands with wide coverage like Mixue Group and Guming are suggested [5][17]