从支持措施来看，"乐购新春"方案力图培育长期增长点的脉络同样清晰。跨界融合联动鼓励消费场景串 联，旨在打破行业壁垒，提升消费的综合价值，提升消费者的体验感，让更多"头回客"变"回头客"。金 融支持举措强调与商户合作创新，其意义在于利用金融工具的杠杆和连接作用，降低新消费模式的尝鲜 门槛，加速市场的接受过程。这些政策工具的应用，共同致力于构建一个更具韧性、更富创新活力的消 费生态体系，其效益也将在假期结束后持续释放。 "乐购新春"方案的内容清晰折射出"短期激活"与"长期培育"的双重逻辑。一方面，方案围绕"吃住行游 购娱"六大民生领域进行场景化布局，意在通过营造丰富、便捷、实惠的消费环境，直接激发居民消费 意愿，提升节日市场热度，为全年消费开好局。另一方面，更为关键的是，"乐购新春"方案将发力点明 确指向了首发经济、数字消费、绿色消费、智能消费、健康消费、入境消费等新兴领域。这一导向绝非 简单叠加时髦概念，而是指向了中国消费市场从规模扩张转向质量提升的必然路径。有关举措都致力于 通过供给侧的创新与优化，创造新的消费需求，并非仅是满足既有需求。 春节前夕，商务部等9部门联合印发的《2026"乐购新春"春节特别活动方 ...

Core Insights - Changsha is launching a series of consumption promotion activities for 2026, themed "Shopping in China, Vibrant Changsha," aiming to convert urban traffic into economic growth and development quality [1] Group 1: Overall Strategy - The promotion activities will be year-round, covering urban and rural areas, and integrating various business formats to stimulate consumption [1] - The initiative focuses on essential consumer needs, new consumption patterns, international consumption, and festive consumption, utilizing policy subsidies, corporate discounts, innovative scenarios, and platform empowerment [1] Group 2: Spring Activities (February - May) - The spring campaign, themed "New Year Flavor and Trade-in," will kick off with a financial investment of 50 million yuan from local governments, leveraging corporate discounts of 1 billion yuan and over 100 promotional events [2] - Activities will include trade-in programs for electric vehicles, home appliances, and digital products, promoting green and smart consumption upgrades [2] Group 3: Summer Activities (May - August) - The summer season will focus on youth consumption, featuring events like the Strawberry Music Festival and the Island Music Festival, under the "Youth Consumption Season" initiative [3] - The campaign will also include sports consumption events, creating vibrant consumer experiences through various themed activities [3] Group 4: Autumn Activities (September - November) - The autumn theme "Shopping in China, Enjoying Star City" will introduce a multilingual consumption guide and international consumption activities to enhance the global appeal of Changsha [4] - The automotive promotion will continue with a large-scale auto consumption event, alongside activities aimed at elevating the quality and internationalization of consumption [4] Group 5: Winter Activities (December - February) - The winter campaign will revive the classic theme "Fortune in Star City," featuring a shopping festival that has been held for 19 years, aimed at energizing the market before and after the Spring Festival [5] - Activities will include a digital consumption carnival and online shopping festivals, promoting traditional brands and creating a festive shopping atmosphere [5] - The series of activities is designed to meet public demand, adapt to consumption trends, and support Changsha's goal of becoming an international consumption center [5]

Core Viewpoint - The national subsidy policy has shifted from a broad distribution approach to a more targeted and efficient implementation, focusing on specific consumer needs and sectors, particularly in the home appliance and smart product markets [5][6][7]. Group 1: National Subsidy Policy Changes - The national subsidy for 2026 will be distributed in a more precise manner, moving from a "flooding" approach to a scheduled and balanced release of funds [5][6]. - The subsidy distribution will now consider previous policy execution and audit findings to determine funding scales for different regions [5]. - Local governments are encouraged to establish pre-allocation systems for subsidy funds to alleviate the financial burden on businesses [5][6]. Group 2: Consumer Focus and Product Categories - The subsidy scope has narrowed from 12 categories to 6, focusing on essential home appliances like refrigerators, washing machines, and air conditioners, while excluding categories like home decoration and electric bicycles [7][9]. - New categories for subsidies include the installation of elevators in old residential areas and equipment for elderly care institutions, reflecting a commitment to improving public welfare and safety [7][9]. - The introduction of smart glasses into the subsidy program has spurred a surge in sales, indicating a growing consumer interest in smart technology [8]. Group 3: Local and Rural Subsidy Initiatives - Local subsidies are increasingly directed towards offline retail, with measures to enhance accessibility for rural residents [10][11]. - In January, the implementation of a new qualification voucher system in Chongqing led to a significant increase in transactions, demonstrating the effectiveness of the revised subsidy approach [10]. - Various regions, including Guangdong, have launched local initiatives that require consumers to physically visit stores to claim subsidies, ensuring that funds are used for actual purchases rather than hoarding [11].

Core Insights - The article highlights the rising popularity of "tech gifts" in Shenzhen, with sales increasing by 30% month-on-month, reflecting a shift in consumer sentiment from material gifts to those that convey emotional connections and practical solutions [1][2]. Group 1: Consumer Trends - The demand for tech gifts is driven by a desire to address specific needs, such as health monitoring for elderly parents and enhancing family connections through technology [1][2]. - Younger consumers are focusing on personal interests and lifestyle investments, purchasing items like portable power supplies for camping and smart lighting for home ambiance, indicating a trend towards more personalized and meaningful consumption [2]. Group 2: Emotional Connection - The concept of "念" (thoughtfulness) is central to the new year gift economy, emphasizing the importance of emotional connections and memories over mere material goods [2][3]. - Tech products are seen as tools for creating and preserving memories, such as using drones for family photos or smart albums for showcasing cherished moments, which adds a layer of warmth to the gifting experience [2]. Group 3: Market Implications - The upgrade in the new year gift economy requires a deeper understanding of emotional structures and life scenarios, moving beyond superficial marketing to truly resonate with consumers' sentiments [3]. - Successful products are those that simplify usage for older adults, focusing on ease of operation and core functionalities rather than complex features [2].

Group 1 - The core idea of the news is the implementation of a comprehensive consumption promotion plan during the Spring Festival, focusing on enhancing service supply and optimizing consumer experiences across various sectors [1][2][3] - The plan includes measures to increase transportation capacity in civil aviation and railways, promote special offers for tickets, and enhance the quality of services provided to consumers [1] - The initiative aims to address diverse consumer needs by creating special market areas for New Year goods and extending the operating hours of cultural venues during the holiday [1][2] Group 2 - The plan emphasizes the integration of digital, green, and smart consumption, as well as the promotion of inbound tourism, highlighting the importance of cultural traditions and family reunions in driving consumption growth [2][3] - It encourages online booking and offline experiences to balance the development of online and offline markets, while also facilitating payment options for international tourists [2] - The overall strategy aims to stabilize short-term consumption while laying the groundwork for a recovery in consumer spending by 2026, leveraging the long holiday period to enhance domestic demand and consumer confidence [3]

商务部等9单位关于印发《2026"乐购新春"春节特别活动方案》的通知 中央宣传部、中央网信办、商务部、文化和旅游部、中国人民银行、金融监管总局、广电总局、体育总 局、中央广电总台、中国民航局、中国国家铁路集团有限公司，各省、自治区、直辖市及计划单列市、 新疆生产建设兵团党委宣传部门，网信、商务、文化和旅游、广播电视、体育主管部门，中国人民银行 上海总部，各省、自治区、直辖市及计划单列市分行，金融监管总局各监管局，民航各地区管理局，各 铁路局集团公司： 为贯彻落实党的二十届四中全会和中央经济工作会议精神，按照国务院部署，繁荣节日市场，激发消费 活力，更好满足人民美好生活需要，商务部会同有关部门研究制定了《2026"乐购新春"春节特别活动方 案》，现予以印发。请各地区各部门提高政治站位，加强组织领导，健全工作机制，强化协同联动，确 保活动取得实效；加强节日市场监测，综合利用大数据等各种手段，多维度分析评价活动成效，全方位 反映春节消费市场情况；统筹发展和安全，严格落实安全生产各项要求，确保各项活动安全有序开展。 商务部 中央宣传部 文化和旅游部 中国人民银行 金融监管总局 广电总局 体育总局 中国民航局 中国国家 ...

2月2日，商务部官网显示，商务部、中央宣传部、文化和旅游部、中国人民银行、金融监管总局、广电总局、体育总局、中国民航局、中国国家铁路 集团有限公司等9单位印发《2026"乐购新春"春节特别活动方案》（以下简称《活动方案》），意在繁荣节日市场，激发消费活力。 《活动方案》指出，2026年春节将迎来9天假期（2026年2月15日—23日），为繁荣节日市场、丰富群众文化生活、激发假期消费活力，打造全域联 动、全民乐享的春节消费盛宴，结合农历马年文化内涵与春节消费特点，制定本方案。 以下为《活动方案》全文： 2026"乐购新春"春节特别活动方案 2026年春节将迎来9天假期，为繁荣节日市场、丰富群众文化生活、激发假期消费活力，打造全域联动、全民乐享的春节消费盛宴，结合农历马年文 化内涵与春节消费特点，制定本方案。 一、工作思路 贯彻落实党中央、国务院关于扩大内需、提振消费系列决策部署，深入实施提振消费专项行动，打造"购在中国"品牌，坚持政府引导、市场主导、全 民参与，紧扣年俗文化、家庭团圆、购物出行等核心需求，聚焦首发经济、数字消费、绿色消费、智能消费、健康消费、入境消费等领域，通过商旅文体健 融合、线上线下联动，组 ...

【导读】商务部等9单位印发《2026"乐购新春"春节特别活动方案》 刚刚，又有利好来了！ 2月2日，商务部官网显示，商务部、中央宣传部、文化和旅游部、中国人民银行、金融监管总局、广电总局、体育总局、中国民航局、中国国家铁路集团 有限公司等9单位印发《2026"乐购新春"春节特别活动方案》（以下简称《活动方案》），意在繁荣节日市场，激发消费活力。 《活动方案》指出，2026年春节将迎来9天假期（2026年2月15日—23日），为繁荣节日市场、丰富群众文化生活、激发假期消费活力，打造全域联动、全 民乐享的春节消费盛宴，结合农历马年文化内涵与春节消费特点，制定本方案。 《活动方案》将紧扣年俗文化、家庭团圆、购物出行等核心需求，聚焦首发经济、数字消费、绿色消费、智能消费、健康消费、入境消费等领域，通过商 旅文体健融合、线上线下（300959）联动，组织开展内容丰富多彩、群众喜闻乐见的春节促消费活动，扩大优质商品和服务供给，丰富多元化消费场景， 激发实体商业活力，更好满足人民美好生活需要。 支持措施方面，《活动方案》提到以下五点重要内容： （一）开展有奖发票。指导有奖发票试点城市在春节期间加大奖金投放力度，鼓励其他地区 ...

Core Viewpoint - The article outlines the "2026 'Le Gou New Spring' Spring Festival Special Activity Plan" aimed at stimulating consumer spending during the Spring Festival by promoting various activities and incentives across multiple sectors [1][2][3]. Group 1: Activity Overview - The Spring Festival will have a 9-day holiday from February 15 to 23, 2026, with a focus on enhancing market vitality and enriching cultural life [5]. - The plan emphasizes government guidance, market leadership, and public participation, targeting core consumer needs related to family reunions and shopping [4]. Group 2: Activity Content - Culinary activities will include the "Chinese Food Fair" and "Old Brand Carnival," promoting local delicacies and festive meals, with events like food competitions and community food markets [6]. - Housing and accommodation sectors will offer promotions such as "New Spring Home Renewal" and discounts for extended stays in hotels and resorts [7]. - Transportation sectors will enhance capacity and offer special promotions for travel, including ticket discounts and improved services for travelers [8]. - Retail activities will focus on promoting local products and organizing shopping festivals, encouraging participation from various merchants and communities [9]. - Cultural and entertainment events will include film promotions, public performances, and extended hours for museums and sports venues [10]. Group 3: Support Measures - The plan encourages the implementation of reward invoices and shopping lotteries to attract consumer participation [9]. - Financial institutions are urged to collaborate with merchants to offer special promotions, including consumption red envelopes and discounts [10]. - Cross-industry collaborations are promoted, linking dining, accommodation, and entertainment sectors to enhance consumer experiences [10].

2日，商务部等9部门印发《2026"乐购新春"春节特别活动方案》。 其中提出，鼓励各地增加春节期间消费品以旧换新补贴数量，加大线下实体零售支持力度， 动员企业春节期间持续开展汽车、家电、数码和智能产品相关展销活动，引导企业打造智能 终端等产品体验专区，对到店体验消费者给予更多优惠，加大政策解读和线下体验式消费宣 传力度，营造浓厚换新氛围。 此外，方案还提出，鼓励金融机构与重点商户合作，策划春节专属活动，推出消费红包、消 费立减等优惠，扩大活动覆盖面。结合地方促消费活动，推出支付满减、积分抵现等优惠措 施，鼓励使用数字人民币智能合约消费红包。充分满足小额现金需求，加强手机红包技术保 障。金融机构保障适量网点开门营业，满足群众金融服务需求。 全文如下： 2026"乐购新春"春节特别活动方案 2026年春节将迎来9天假期，为繁荣节日市场、丰富群众文化生活、激发假期消费活力，打造全域联 动、全民乐享的春节消费盛宴，结合农历马年文化内涵与春节消费特点，制定本方案。 一、工作思路 贯彻落实党中央、国务院关于扩大内需、提振消费系列决策部署，深入实施提振消费专项行动，打 造"购在中国"品牌，坚持政府引导、市场主导、全民参与， ...