2月20日，游客在位于天津的国家海洋博物馆"未来海洋"展厅参观。 从北国的冰雪热潮到南方的灯会盛景，从城市商圈的人流涌动到县域大集的烟火升腾，2026年马年春 节，长达9天的假期窗口，铺展出一幅热气腾腾的新春画卷。新场景、新风尚、新流量，三个关键词成 为展现中国春节消费图景的生动注脚。 新场景：在悦己体验中感受团圆暖意 春节是团圆的节日，而团圆的内涵正在不断丰富。今年假期，"旅行过年""度假式过年"热度攀升。 在江西抚州黎川古城，张灯结彩的街巷间，携老带幼的举家出游队伍随处可见。古城深处的"云水间"民 宿，由百年老宅改造而成，从除夕到正月初七客房早早订满。 民宿的庭院里，画架一字排开，油彩铺陈，这家民宿春节期间推出的免费油画体验活动场场满员。来自 上海的游客徐硕说："以前过年就是走亲访友，今年带着父母和孩子出来旅行，一起完成一幅画，比单 纯逛景区更有纪念意义。" 与此同时，更多年轻人选择为"情绪价值"买单。在长沙，年轻消费者正成为春节消费的主力军。位于天 心区的悦方ID MALL凭借独特的"泛二次元"生态定位，成为年轻消费者的热门打卡地，泡泡玛特等品 春节期间，游客在江西抚州黎川古城体验油画创作。 牌门店在假 ...

（来源：千龙网） 春节期间 各大商场年味浓 宜家家居 毛绒玩具区 商场里的亲子体验区 2026年马年春节，北京迎来9天超长假期，在"乐购新春·京彩四季"全域促消费活动牵引下，全市消费市 场呈现出客流爆棚、销售激增、业态创新、品质升级的火热态势。 来自北京市商务局、市文旅局及重点商圈监测数据显示，今年春节北京消费市场规模再创新高、结构持 续优化、活力全面迸发，不仅稳稳拿下一季度乃至全年经济的 "开门红"，更以文化赋能、科技加持、 服务领跑、全域联动的鲜明特征，勾勒出首都消费升级的新图景，为2026年北京经济持续回升向好、内 需动力不断增强奠定了坚实基础，展现了国际消费中心城市的活力与魅力。 数据全线飘红 "开门红"成色十足 消费引擎强势拉动 去王府井接丈夫下班的小张没想到初一会有这么多的人，2公里的路堵了接近半个小时；准备初五外出 聚餐的老赵初一就打了十几个餐厅的电话，不仅没有订到包间，就连大桌都是餐厅临时给拼装的；过年 到天坛去祈福的小侯，地铁口一出来就愣住了，夸张的人流，行人几乎挪不动脚步；有的餐厅经理春节 期间一天的微信步数超过5万，有的商场销售忙到利用休息间隙回复客户的微信，以至于忘了午饭时 间…… 马 ...

Core Viewpoint - The "Happy Shopping Spring Festival" initiative has effectively stimulated consumer spending during the holiday period, showcasing strong collaboration among various government departments to enhance domestic consumption and economic growth [1][5]. Group 1: Policy Implementation and Impact - The initiative includes six key areas: food, accommodation, transportation, tourism, shopping, and entertainment, with significant policy measures such as trade-in programs, prize invoices, and financial support [1][3]. - A total of 20.5 billion yuan has been allocated for consumer vouchers and subsidies across 50 cities, with over 10 billion yuan in prizes distributed during the Spring Festival, significantly boosting consumer willingness to spend [3][4]. Group 2: Regional Responses and Activities - Local governments have actively organized events, with Beijing distributing over 20 million yuan in consumer vouchers and Henan issuing 70 million yuan in retail and dining vouchers, leading to substantial sales in various sectors [2][3]. - In Liaoning, monitored retail sales increased by 10.2% year-on-year during the holiday, with 18.4 million products sold through trade-in programs, generating 740 million yuan in sales [2][4]. Group 3: Consumer Behavior and Trends - The average daily sales of key retail and catering enterprises increased by 5.7% compared to the previous year, with foot traffic and sales in monitored shopping areas rising by 6.7% and 7.5%, respectively [4]. - The demand for smart and green products surged, with sales of smart glasses and intelligent robots increasing by 47.3% and 32.7%, respectively, during the holiday period [4]. Group 4: Future Recommendations - The initiative's success suggests the need for ongoing themed promotional activities throughout the year to maintain consumer engagement and adapt to seasonal demands [5]. - Recommendations include enhancing support for small businesses, integrating online and offline experiences, and utilizing big data for better supply-demand matching [5].

Core Insights - The 2026 Spring Festival has seen a significant surge in consumer enthusiasm, indicating a robust economic recovery in China, driven by the "trade-in" policy and government initiatives [1] - The focus of consumer spending is shifting from basic ownership to quality upgrades, with notable increases in sales of smart glasses, service robots, and water-saving bathroom fixtures during the holiday period [1] Group 1: Economic Indicators - As of February 22, 2026, the trade-in policy has benefited 30.53 million people, generating sales of 204.54 billion yuan [1] - The government allocated 62.5 billion yuan in subsidies to stimulate the Spring Festival consumption market [1] Group 2: Industry Strategies - Companies should focus on the "smart + green" dual track, enhancing product offerings through technology and innovation, particularly in the fields of smart homes and low-carbon products [2] - There is a growing demand for high-quality, intelligent products in lower-tier markets, prompting companies to improve sales networks and service points to facilitate easier access for rural consumers [3] Group 3: Consumer Segmentation - The market is diversifying, with different consumer groups such as the elderly, young professionals, and those seeking emotional value in products, necessitating tailored product development [4] - Companies are encouraged to adopt a precise supply strategy to meet the varied needs of different consumer segments, ensuring a sustainable approach to product lifecycle management [4]

作为孔孟之乡、运河之都，济宁坚持政策引领、场景创新、业态融合，以多元供给激活市场活力，让消 费暖流浸润城市肌理，惠民红利直达民心。促消费不是临时发力，而是系统谋划、久久为功的民生工 程。比如，安排发放零售餐饮和汽车购新惠民消费券，带动销售额增长；在大宗消费领域，扎实推进汽 车、家电、数码产品等六大类以旧换新政策，优化补贴申请、核销全流程服务等全方位、多层次的政策 支持，让消费市场既有"热度"，更有"温度"。 消费是经济增长的基础性作用，是惠及民生的关键抓手。随着新春佳节的到来，消费市场持续复苏，提 振消费信心、释放消费潜力成为推动济宁高质量发展的关键。2月7日上午，2026"相约济宁过大年.迎新 春消费季"暨"运河大集"新春季活动在济宁全民健身广场正式启动。活动通过打造"月月有主题、季季有 特色、场场都精彩"的消费盛景，更好地满足群众多层次消费需求，力争建设一座"济州烟火、万商荟 萃、共融共生"的消费之城。 (评论员薛令振) 消费升级的背后，是群众对高品质、多样化消费场景的需求升级。济宁市打破业态边界，推动商文旅体 深度融合，打造了一批有特色、有吸引力的消费新场景。在文旅消费领域，尼山圣境、鲁源新村、水泊 梁 ...

全龄段多代出游给文旅供给结构调整提出新的要求。 "打卡式旅游"退场，深度参与的剧情化体验成主流，"白天滑雪、夜晚泡汤"成爆款，"非遗+国潮+年俗"构成文 化消费硬刚需。 在刚刚过去的马年春节假期，湖南、湖北、江西构成的"中三省"文旅市场成绩斐然。节后两日来，湘鄂赣三省 文旅部门陆续发布的春节假期文旅市场数据显示：湖北接待游客6008.96万人次，实现旅游收入423.76亿元，排 名全国第七；湖南接待游客5842.33万人次，旅游消费总交易额达573.51亿元，同比增长33.86%；江西国内游客 花费同比增长6.50%，接待外省入赣游客比例达45.15%，居中部第一。 剧情化体验推动"旅游+"融合 春节期间，第一财经记者在武汉黄鹤楼公园看到，景区所有一线工作人员换上了考究的定制古装迎客，从检票 的"仕女"、讲解的"书生"，到巡护的工作人员、文创店的服务人员，皆化身诗词名篇与黄鹤楼传说中的角色， 打造"全园入戏"的沉浸式国风体验，让游客流连忘返。据统计，春节假期前8天，黄鹤楼公园游客量超29万人 次，较2025年同期增长37.5%，园区一度连发三日5万人次满额"客流预警"，夜间场次更是一票难求。 中三角文旅市场" ...

Core Insights - The consumption data for the 2026 Spring Festival is better than market expectations, showing a mild recovery in essential consumption and a booming service consumption sector [3][10] - The market has shifted from a simple recovery in quantity to an upgrade in quality and exploration of enjoyment [11] Consumption Trends - Essential consumption shows recovery with leading liquor brands and frozen seasoning products experiencing significant sales growth, while restaurant chains achieved their best turnover rates in two years during the holiday [3][10] - Travel service consumption has accelerated due to supportive policies, with increased visitor numbers to popular scenic spots and a moderate rise in domestic airline passenger flow and ticket prices [10] - The travel data indicates a rise in interest for destinations beyond major cities, with cultural confidence driving spending on local customs and traditions [11] - Ice and snow tourism remains popular, with significant increases in visitor numbers to winter sports destinations [11] - Gift consumption has shifted from traditional items to health management products, with notable sales growth in smart wearables and high-quality health supplements [11] Investment Opportunities - Focus on service consumption supported by policies, including social services and transportation sectors [12] - Attention to industry leaders with overseas capabilities, as some companies establish brand recognition abroad [12] - Investment in technology-enabled consumer products, particularly those utilizing AI to enhance sales or operational efficiency [12] - High-dividend stocks with potential for fundamental recovery, including traditional liquor, food, and home appliance companies [12] Company Performance - As of December 2025, the company has an asset management total of 193.4 billion yuan, generating an investment return of 31.2 billion yuan and distributing 13.3 billion yuan in dividends [12]

2月24日，广东省"新春第一会"，主题聚焦制造业与服务业协同发展。生活性服务业作为两业协同发展 的重要纽带，不仅能满足市民高品质生活需求，更能通过场景搭建、消费引导，为制造企业提供产品展 示、体验试用、品牌传播的核心载体，推动制造业优化产品供给、提升产品品质，同时拓宽市场渠道、 增强品牌影响力，实现"服务聚流、流促产兴"的良性循环。 未来的创意产业园，将借助新媒体、AI等新技术，紧跟消费升级浪潮，通过业态创新与服务焕新，既 为市民提供高品质精神消费场景，也为佛山制造拓宽品牌展示与市场渠道，为广东两业协同发展、佛山 建设消费"三新"试点城市贡献商圈经验。 （文章来源：21世纪经济报道） 佛山创意产业园相关负责人曾德军表示，当前消费正从物质型向精神型、体验型升级，情绪经济、体验 经济成为新风口。佛山创意产业园紧扣这一趋势，以"25H快乐智造厂"为载体，打造沉浸式、多元化消 费场景，推动服务业提质扩容。 2026年，园区将推进四大重点举措。一是升级"25H生日堂"，全年策划 超5000场造节活动，以高频活动激活消费热度。二是焕新"佛山功夫夜市"，汇聚600+美食业态，融合岭 南特色与全球风味，打造夜间消费新地标。三 ...

春节假期，内蒙古包头市青山区消费市场热度持续攀升、一派红火。商超商圈人气爆棚，餐饮、家电、百货等行业供需两旺，充分彰显区域消费市场的澎湃 活力与强劲潜力。 据统计，春节假期（腊月二十八至正月初七），青山区重点监测的8家商贸流通企业累计开展各类促销活动40余场，实现销售额超6700万元，客流量突破110 万人次，消费市场呈现出热力足、活力强、潜力大的良好态势。 2026年是"十五五"规划开局之年，也是青山区深化创新驱动、激发消费潜能、推动经济高质量发展的关键一年。春节期间，青山区坚决贯彻落实上级关于促 进消费扩容提质的决策部署，抢抓丙午马年新春消费旺季，以"乐购新春"为主题，通过政策撬动、场景驱动、文旅联动，全面激活节日消费市场。假期市场 商品供应充足、消费亮点纷呈、运行平稳有序，为全年商贸经济高质量发展打下坚实基础。 市民正在花灯前拍照留念（青山区融媒体中心供图） 各大商圈紧扣"十五五"开局提振消费主线，推动商、文、旅、体深度融合，将传统购物场所升级为集社交、休闲、体验于一体的综合性消费空间。包头印象 城、青山万达广场等商业综合体推出新春交响音乐会、非遗展示、民俗巡游等特色活动，实现"文化引流"与"消费升温" ...

据赢商网最新统计，河南2026年预计新增集中式商业项目14个，总商业面积91.5万㎡。对比2022至2026年近五年数据可见，自2023年河南新增商业项目在 数量和体量迎来"双峰值"后，市场供应节奏逐步放缓。（文末附2026年河南筹开集中式商业项目盘点清单） 2025年，河南热度攀升、强势出圈，商业体在郑州遍地开花，奥莱、胖东来、谷子经济等消费业态百花齐放。到了2026年全省筹开商业项目聚焦消费升级 与场景创新，在政策引导与市场需求双重驱动下，形成以郑州为核心、地市多点开花的发展格局。 从区域布局来看，省会郑州有8个新开项目，总建筑面积达40.5万㎡，数量创下近五年之最。二七商圈、奥体中心片区、郑东新区等板块成为开发热点， 承担着高端消费与业态创新的引领作用；商丘、濮阳两地聚焦区域商业空白，通过大型综合体填补市场缺口；此外，开封也有中小型商业布局，推动城市 商业均衡发展。 筹开项目中，5万方以下占比 35.7%，5-10万方占比 50%，10万方以上项目仅有2个，无20万方以上超大型项目规划。这一结构反映出开发商更注重投资回 报率与运营稳定性，中小型项目凭借灵活适配性成为市场主流，既满足社区便民需求，又规避了 ...