团圆+旅游
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春节消费新图景:反向团圆兴起,烟火小店走红
Sou Hu Cai Jing· 2026-02-20 14:37
Group 1 - The 2026 Spring Festival saw a shift in traditional celebration methods, with diverse travel patterns such as one-way return, family outings, reverse reunions, and staggered travel leading to a structural increase in dining and tourism consumption [1][3] - The trend of "reverse reunion," where young professionals in first-tier cities invite their parents to celebrate the New Year, has disrupted the traditional Spring Festival travel patterns, resulting in a surge in customer flow in major cities like Beijing and Shenzhen [3] - Haidilao, a representative of the hot pot industry, reported over 7 million customers served during the first five days of the Spring Festival, with a year-on-year increase of over 10% in customer flow on New Year's Eve and the first day of the New Year [3] Group 2 - Travel demand surged during the Spring Festival, with a 40% year-on-year increase in flight bookings from the second to the fifth day of the New Year, highlighting popular destinations such as Beijing, Chengdu, and Guangzhou [3][5] - Local food establishments experienced significant growth, with a nearly 40% increase in traffic on the "must-eat list" compared to the previous year, and a remarkable 81% increase in order volume for listed merchants [5] - Cities like Shanghai, Beijing, Guangzhou, and Shenzhen ranked among the top in overall traffic on the "must-eat list," while smaller cities like Shantou and Sanya saw substantial growth, with some cities experiencing increases of around 200% compared to last year [5]