刚刚过去的9天春节长假，创下了多项"新高"。 监制丨王元 主编丨谢玉洁 首先，全社会跨区域人员流动量累计超28亿人次，同比增长8.2%，创历史新高。流动的中国，新意盎然。自驾出行占比持 续提升，就像一位游客说的，"刷到好玩的地方，方向盘一打就过去了"。不少高铁新线也首次投入春运，让更多旅客能 够"说走就走"。 此外，"反向过年"成为新趋势，父母去子女城市过年，带动了一线城市的"团圆经济"。旅途中的候车厅和 服务区也摇身一变，成了可以休闲和购物的消费新空间。 视频编辑丨杨振江 再看文旅方面，今年春节假期，全国国内出游5.96亿人次，国内出游总花费8034.83亿元，均创历史新高。高人气背后，有 很多新升级。从"跟着春晚去旅行"到"跟着电影去旅游"，屏幕上的人气IP正成为文旅超级"种草机"。像春晚分会场宜宾，今 年春节假期全市旅游消费，就创下历史新高。新引擎之外还有新体验。春晚大火的机器人在不少景区火速亮相，各式各样 的非遗体验也玩出了新花样，从科技赋能到传统焕新，玩法迭代升级，是为了满足大家对旅游的更高期待。 "新高"，不仅是指数字，也可以理解为，各类新业态新场景涌现，带来了生活品质提高和经济高质量发展。红火开 ...

近日，抖音生活服务发布2026春节消费前瞻数据，随着年味渐浓，非遗年俗、家庭聚餐、旅游过年、商场购物、家居焕新等多类消费日趋火热。数据显示， 与去年春节前同期相比，鱼灯巡游团购销售额增长890%，冰上游玩类与家纺品类团购销售额均增长超16倍，年夜饭销售额增长185%，酒店宾馆、客栈民宿 订单增长显著，年前消费市场呈多点开花趋势。 同时，"抖音新春吃喝玩乐节"于2月10日正式启动，将持续至2月23日，通过打造"过年场景短剧+春节爆款热点+春节特色活动"等优质内容，结合新春品类红 包雨等玩法，线上线下联动，助力春节消费。 团圆经济显著升温，非遗年俗体验游将成新趋 1月26日至3月3日，用户在抖音搜索"新春来抓马"即可参与相应的主题活动，通过完成活动页内任务获得抓马绳，进行抓马，活动特别设置了"吃什马""收款 马""一字马""好运加马"等9种虚拟马形象。活动玩法包含带话题带POI定位发视频、带特效发视频、邀请朋友投稿、向朋友赠送一只马等任务。用户可通过 集齐3种、5种、7种、9种不同的虚拟马，分别解锁5元团购优惠券、10元团购优惠券、200元团购优惠组合券包、2026元团购优惠组合券包的领取资格。 旅游过年为新春增 ...

"元旦就订满了""现在最早只有大年初七的位置了"……随着马年春节脚步临近，年夜饭市场持续升温。 中国证券报记者日前询问多家餐厅发现，在年夜饭时段，这些餐厅不少门店的包间早已被预订一空。记 者采访了多家餐厅负责人、上门私厨工作人员，探寻年夜饭预订火爆背后，商家如何捕捉市场需求，解 锁"团圆生意经"。 深耕家乡味道 寒冷的冬夜里，北京隆福寺新春市集上，北京福州宾馆、联营烧麦、老川办餐厅等摊位前人头攒 动。"福州小吃，鱼丸、肉燕、芋泥，可以两拼、可以三拼！"几口装着丸子肉片的大锅热气蒸腾，白雾 瞬间凝结在围观客人的眼镜上。 生意的红火，清晰地映在老板脸上。北京福州宾馆经理、负责人杨明明笑着打开收款统计App，向记者 展示这份冬日的收获："你别看天气这么冷，也卖了7000多（元）。" 对于在异乡过年的人来说，那口最地道的"家乡味"成了不可或缺的乡愁寄托。深耕家乡味道，正是不少 餐厅年夜饭经营的关键所在。 除了参与市集售卖，在年夜饭经营上，杨明明介绍，与平时餐厅以闽菜为主、融合菜为辅的经营方针不 同，今年年夜饭套餐均是闽菜，以契合消费者过年对家乡味的期待。"去年12月，我们就开始准备年夜 饭工作，今年包间很早就被订满了 ...

Group 1 - Douyin Life Services released a forecast for Spring Festival consumption in 2026, indicating a significant increase in various consumption categories such as traditional customs, family gatherings, travel, shopping, and home renovations [1] - Compared to the same period last year, group buying sales for fish lantern parades increased by 890%, ice activities and home textile categories saw over 16 times growth, and New Year's Eve dinner sales rose by 185% [1][2] - The "Douyin New Year Food and Fun Festival" will run from February 10 to February 23, featuring quality content and activities to boost Spring Festival consumption [1] Group 2 - The "reunion economy" is heating up, with more families opting for dining out, leading to a 185% increase in group buying sales for New Year's Eve dinners [2] - Douyin Life Services is collaborating with various organizations to launch the "Heartfelt Reunion Dinner" special event, offering over 180,000 exclusive group buying packages [2] - Special live broadcasts in major cities have generated over 10 million yuan in sales, with a single event in Beijing exceeding 3.5 million yuan [2] Group 3 - Non-heritage cultural experiences are becoming a new trend, with group buying orders for related activities increasing by nearly 140% [3] - Immersive experiences such as fish lantern parades and flower hairpin performances saw sales growth of 890% and 436% respectively [3] - Douyin Life Services is promoting local non-heritage food and tourism through various initiatives, expecting to generate significant exposure and transaction subsidies for participating cities [3] Group 4 - Consumer habits are shifting towards group buying and early bird ticket purchases, with early bird ticket sales increasing by 185% [4] - The ice and snow economy remains strong, with group buying sales for ice activities growing over 16 times [4] - Family travel orders increased by 55%, while hotel and guesthouse bookings rose by 95% and 81% respectively [4] Group 5 - The overlap of Valentine's Day and the Spring Festival has boosted "dual holiday consumption," with group buying sales in shopping malls increasing by 126% [6] - Significant growth was observed in jewelry and home appliance sales, with jewelry orders more than doubling [6] - Home renovation needs have driven substantial increases in sales for home appliances and furniture, with home textile sales growing 16 times [6] Group 6 - Douyin Life Services is introducing various themed activities to enhance the festive experience, including a gift-giving feature that allows users to send gifts to friends [7] - The "New Year Grab Horse" event encourages user participation through various tasks, offering discounts as rewards [7] Group 7 - To ensure consumer confidence during the holiday, Douyin Life Services has launched a "Spring Festival Non-Stop" initiative, providing 24/7 support and monitoring for popular consumption scenarios [8] - The platform is enhancing safety measures and optimizing services in areas such as dining, tourism, and entertainment to ensure a secure consumer experience [8]

Core Viewpoint - The central economic work conference emphasizes expanding domestic demand as the top priority for 2026, injecting strong momentum into the consumer market [2] Group 1: Domestic Market and Consumer Experience - The 2026 Huashang City Reunion Season aims to create a comprehensive living experience that spans various demographics and regions, integrating culture, tourism, real estate, and commercial services [2] - The focus has shifted from location to community living quality, with residents valuing safety and convenience in their neighborhoods, as expressed by a new homeowner in Foshan [3] - The Huashang City Reunion Season features various housing benefits across multiple regions, including Guangzhou, Dongguan, and Chengdu, promoting a "New Year Reunion Home Buying Season" [5] Group 2: Community and Cultural Activities - The "2026 Neighborhood New Year Plan" and related activities, such as the "Happy Market," are designed to enhance community engagement and celebrate the festive season [8] - Huashang City leverages its position as a leading tourism group to create a comprehensive cultural and tourism layout that connects families through shared experiences [9] - The "Shining Happiness Festival" launched by Happy Valley Company aims to provide exciting activities across ten cities, enhancing the festive atmosphere [10] Group 3: Culinary and Experiential Offerings - The company captures the diverse consumer demand by transforming shopping into experiential enjoyment, blending traditional and modern elements to enhance the festive spirit [17] - Various commercial projects are designed to foster social interactions, with events like the "Non-Heritage Chinese New Year" offering immersive cultural experiences [20] - High-quality performances and exhibitions are organized to enrich the cultural experience during the reunion season, providing a range of entertainment options for different audiences [22]

Core Insights - The cultural and tourism market in China during the National Day and Mid-Autumn Festival holiday was stable and orderly, with significant increases in domestic travel and spending compared to the previous year [1] Group 1: Travel Statistics - During the 8-day holiday, there were 888 million domestic trips, an increase of 123 million trips compared to the 7-day holiday in 2024 [1] - Total domestic travel expenditure reached 809 billion yuan, an increase of 108.2 billion yuan compared to the previous year [1] Group 2: Consumer Trends - The combination of "food and scenery" has become a new standard for tourists, driving increased foot traffic and sales in key retail and dining areas [2] - The foot traffic and sales in 78 monitored pedestrian streets increased by 8.8% and 6.0% respectively [2] - National key retail and dining enterprises saw a year-on-year sales growth of 2.7% [2] Group 3: Destination Choices - "Reverse travel" has emerged as a new trend, with tourists exploring less popular destinations alongside major urban areas [6][7] - In Sandu County, Guizhou, local horse racing events have attracted significant tourist interest [9] Group 4: Family and Group Travel - The holiday period saw a strong emphasis on family reunions, with over 40% of flight bookings made for family travel [11] - The booking volume for domestic flights among teenagers aged 13-17 increased by 31% year-on-year [11] - Family-oriented attractions, such as the mysterious ocean exhibition at the Shandong Science and Technology Museum, drew many group visitors [13]

Core Insights - The tourism market in China has experienced rapid growth during the combined National Day and Mid-Autumn Festival holiday, with domestic travel reaching 888 million trips and total spending of 809 billion yuan, marking significant increases from the previous year [1][2] Group 1: Travel Trends - Long-distance travel has become the mainstream choice, with outbound travel seeing substantial growth and travelers expanding their travel radius, leading to increased spending [1] - Ctrip's report indicates that long-distance domestic travel orders have increased by 3 percentage points year-on-year, while orders for outbound long-distance travel to various European destinations have doubled [1] - Tuniu's data shows a double-digit increase in travel numbers compared to the same period last year, with significant growth in self-driving and free travel options domestically, and nearly a doubling of outbound free travel participants [1] Group 2: Traveler Demographics - The younger generation, particularly those aged 20-30, has become the dominant demographic for travel, accounting for over 50% of flight and train ticket orders during the holiday [2] - Family groups represent over 80% of travelers, highlighting the "reunion economy" as a key consumption trend during the long holiday [2] Group 3: Travel Duration Preferences - The extended 8-day holiday has led to more travelers opting for longer trips, with 46% of domestic long-distance travelers choosing 5-6 day itineraries, and 65% of outbound long-distance travelers preferring trips lasting 10-13 days [2]

Core Insights - The 2025 National Day and Mid-Autumn Festival holiday saw a significant surge in travel and consumption, with over 4 billion users engaging with the "Gaode Street Ranking" app during the 8-day period, highlighting the vitality of China's holiday economy and consumer spending [3][8][39] Group 1: Travel and Consumption Trends - The holiday period witnessed a booming interest in dining, with "smoky good shops" gaining popularity, emphasizing the combination of "food + scenery" as a key attraction for tourists [6][13] - The "smoky small shop" category saw a 300% increase in traffic on October 1, while the local dining industry experienced a 150% year-on-year growth in order volume [8] - The top 10 cities for "smoky city rankings" included popular tourist destinations such as Lijiang, Leshan, and Dali, indicating a strong correlation between culinary experiences and travel [8][10] Group 2: Family and Social Dynamics - The holiday's dual celebration of National Day and Mid-Autumn Festival fostered a strong sense of family reunion, driving what is termed the "reunion economy," particularly in family-oriented activities like visits to zoos and museums [24][29] - The popularity of family outings led to a 0.6% increase in zoo visits and a 2.5% increase in museum visits compared to the previous year [24] Group 3: Urban and Rural Travel Patterns - First and second-tier cities remained the primary choices for holiday travel, but there was a notable rise in "reverse travel" to less popular county-level destinations, appealing to younger travelers seeking cost-effective experiences [15][21] - Popular county-level attractions included cultural heritage sites and natural landscapes, which align with younger consumers' preferences for value [21] Group 4: Infrastructure and Public Services - The holiday period saw an average of approximately 304 million daily trips, testing the capacity of public facilities, particularly restrooms and parks, which are crucial for enhancing visitor experiences [33][35] - Major cities like Beijing and Shanghai ranked highest in the number and density of public restrooms, indicating a focus on improving urban infrastructure to support tourism [35][37] Group 5: Electric Vehicle Adoption - The transition from traditional fuel to electric vehicles is accelerating, with over 300% growth in the number of charging stations since 2021, now surpassing the number of gas stations [39] - The number of long-distance trips taken by electric vehicles increased significantly, with a 640% rise in trips exceeding 1000 kilometers during the holiday [39] Group 6: Smart Technology Integration - The integration of smart technology played a crucial role in managing the largest autumn migration globally, with Gaode's app reaching a peak of 360 million active users on October 1 [44][47] - The "Eagle Eye" safety alert system issued over 1.74 billion safety reminders during the holiday, enhancing travel safety through real-time alerts [47][48]

Core Insights - The overlapping of the National Day and Mid-Autumn Festival in 2025 has led to a significant boost in the dining consumption market in Jiangxi Province, with a reported 14.5% year-on-year increase in the dining consumption index from October 1 to 6 [1] Group 1: Promotional Activities - The provincial business system actively seized the holiday dining consumption peak by issuing dining vouchers and organizing various promotional activities, significantly enhancing market vitality [3] - Nanchang City launched the "Enjoy Delicious Food in Hongcheng" campaign, hosting over 70 events with participation from more than 1,300 businesses, attracting approximately 6 million visitors and generating a consumption ratio exceeding 1:7 [3] - Fuzhou City conducted over 120 promotional events with 960 participating businesses, attracting over 1.18 million visitors and driving consumption exceeding 11 million yuan, achieving a consumption ratio of 1:11 [3] Group 2: Innovative Consumption Models - Various regions innovated dining consumption scenarios, exploring the "Dining+" model to provide immersive and interactive consumer experiences [5] - In Ganzhou, leveraging the local sports events, over 300 promotional activities were held, with participation from more than 2,000 businesses, resulting in a 39% year-on-year increase in revenue [5] - The Kongmujiang Cultural Street in Xinyu attracted around 140,000 visitors with its "Food + Art + Experience" activities, generating a dining revenue of 14.12 million yuan [5] Group 3: Dining Supply and Brand Appeal - The supply of dining options has become rich, showcasing the charm of Gan cuisine, with a notable increase in search volume for Jiangxi stir-fry on platforms like Meituan and Douyin [7][8] - The number of Jiangxi stir-fry restaurants on Meituan has surpassed 16,000, indicating a strong market presence [8] - Various dining establishments reported significant year-on-year revenue growth, with notable examples including a total revenue of 780 million yuan from 29 restaurants in Nanchang, a 17% increase [8]

Group 1 - The 2025 National Day and Mid-Autumn Festival will create an 8-day long holiday, significantly boosting consumer enthusiasm and demand across various sectors such as dining, shopping, and entertainment [1] - Major tourist attractions and shopping districts are experiencing a surge in foot traffic, indicating a vibrant consumer market [2][3] - Cultural IPs are injecting long-term momentum into the cultural tourism economy, with significant exhibitions and performances attracting large crowds [5][7] Group 2 - The "Reunion Economy" is thriving during the dual festival period, with retail and dining sectors seeing simultaneous growth, highlighted by the popularity of mooncakes and family meals [8][10] - Local cultural and heritage resources are being leveraged to create immersive experiences in ancient towns, enhancing tourism appeal [11][13][15] - Over 4.8 billion yuan in consumer subsidies are being distributed across the country, supporting a wide range of cultural and tourism activities [16][19] Group 3 - The holiday economy is driving sustained consumer vitality, with strong demand for travel and immersive experiences [20][22] - There is a shift in consumer behavior from survival-based spending to development and enjoyment-oriented consumption, with cultural experiences becoming a core driver [24] - The dual push from policy and market forces is accelerating innovation in product offerings, catering to all age groups and opening new avenues for consumption [26]