团圆饭216% 茶饮果汁45% 足疗按摩95% m 客栈民宿88% 灯会庙会66% 酒店宾馆94% x 黄金76% 服饰鞋帽89% 商超购物券86% *团购订单量同比增幅 2026抖音生活服务 外出堂食、 寻地道风味 勾勒团圆餐桌新图景 on 4 t . 7. 7. 除夕当天,年夜饭团购套餐订单量同比增长245% SIV 地方菜成最受抖音网友欢迎的年夜饭餐饮品类 除夕当天,地方菜团购订单量同比增长343% 地方风味丰富舌尖年味 腌鸟鲜 贵州烙锅 自切鸡 东坡肉 铜锅涮肉 242% 132% 199% 153% 217% 北京烤鸭 羊肉泡馍 川渝火锅 铁锅炖 汽锅鸡 47% 123% 115% 42% 64% *团购销售额同比增幅 春节团购消费力城市TOP 海市 郑 州市 北京市 广州市 成都市 福州市 厦门市 武汉市 Uml 南京市 杭州市 春节线下消费"马力全开" 团圆欢聚、文旅过年成消费主引擎 "春节不打烊"商家数量同比增长33% "春节不打烊"商家销售额同比增长65% *团购销售额同比增幅 "新中式乐园"成最热门旅游地 NPC互动、沉浸式体验受欢迎 今年春节,"新中式乐园"受热捧。景区里的 NPC 互动 ...

Core Insights - The 2026 Spring Festival consumption data from Douyin Life Services shows significant growth in various consumer sectors, driven by trends like "family reunion" and "cultural tourism" [1][6] Group 1: Consumption Trends - During the Spring Festival, Douyin reported a 216% increase in orders for family reunion meal packages compared to the previous year [1] - The "intangible cultural heritage + market" group buying sales surged by 764%, indicating a strong consumer interest in cultural experiences [6] - Offline consumption saw a robust increase, with a 33% rise in the number of businesses operating during the holiday, leading to a 65% increase in sales [1] Group 2: Dining Preferences - Dining out became a popular choice, with family reunion meal packages for small households (3-6 people) increasing by 61% [3] - On New Year's Eve, group buying orders for reunion dinner packages rose by 245%, with local cuisine orders increasing by 343% [3] - Specific local dishes like "腌笃鲜" and "白切鸡" saw sales growth of 242% and 217%, respectively, highlighting the popularity of regional flavors [3] Group 3: Accommodation and Leisure - Hotel and guesthouse group buying volumes increased by 94% and 88%, respectively, driven by both returning home and traveling for the holiday [4] - Leisure activities such as foot massages and shopping vouchers also saw order increases exceeding 60% [4] - Fitness-related activities experienced significant growth, with badminton courts and swimming pools seeing sales increases of 132% and 89% [4] Group 4: City Performance - Third-tier and lower cities experienced a 66% increase in group buying sales, with notable growth in cities like Kaifeng and Yuncheng [5] - Major cities like Shanghai and Beijing continued to lead in consumer spending, with a strong performance from the Z generation, which saw a 65% increase in group buying orders [5] Group 5: Cultural Experiences - The "intangible cultural heritage +" model gained traction, with group buying sales for cultural experiences increasing significantly, including a 1566% rise for fish lantern parades [6][7] - New-style cultural parks that integrate interactive experiences and traditional performances became popular destinations during the holiday [7][8] - Douyin's promotional activities, such as the "summon the New Year guardian" gift-giving campaign, saw a 64% increase in online gift orders [8]

2月23日，抖音生活服务发布2026年春节消费数据。2月14日至2月22日，在"团圆欢聚"与"文旅过 年"热潮带动下，非遗体验、餐饮堂食、休闲娱乐、异地住宿、民俗旅游、运动健身等多类消费迎来显 著增长。数据显示，与去年春节同期相比，今年春节期间抖音团圆饭套餐订单量增长216%，"非遗+市 集"团购销售额增长高达764%，三线及以下城市团购销售额增长66%，新春消费市场呈现出多元升级、 全域火热的新态势。 线下消费全线增长，地方风味勾勒年味图景 上海、郑州、北京等消费力持续强劲，三线及以下城市成增长引擎 2026年春节，"返乡游"与"异地游"形成的双重客流，持续拉动三线及以下城市消费增长。数据显 示，三线及以下城市抖音团购销售额同比增长66%，购买用户数同比增长57%。其中，河南开封、山西 运城、山东泰安、江西上饶和广西玉林数据亮眼，团购销售额增幅分别达到140%、119%、118%、 116%和115%。浙江湖州、江苏宿迁、贵州遵义、海南三亚等地也均实现了超过或接近90%的高速增 长。 2026年春节，线下消费市场"马力全开"，大众消费意愿强烈。抖音生活服务数据显示，春节期间坚 持营业的"春节不打烊"商家数量 ...

Core Insights - The 2026 Spring Festival saw a significant increase in various consumer sectors, driven by the "reunion and celebration" and "cultural tourism" trends, with notable growth in non-heritage experiences, dining, leisure, accommodation, and tourism [1][2] Group 1: Consumer Trends - The number of businesses operating during the Spring Festival increased by 33% year-on-year, with corresponding sales rising by 65% [2] - The demand for dining out surged, with family reunion meal packages for 3-6 people increasing by 61% year-on-year, and orders for New Year's Eve meal packages rising by 245% [4] - Local cuisine became the most popular dining choice, with orders for local dishes on New Year's Eve increasing by 343% [4][5] Group 2: Accommodation and Leisure - Hotel and guesthouse bookings saw a significant rise, with group purchases increasing by 94% and 88% year-on-year, respectively [5] - Leisure activities and quality consumption also saw an upgrade, with orders for foot massages, shopping vouchers, and fitness activities increasing by over 60% [5] Group 3: Regional Performance - Consumption in third-tier cities and below grew by 66%, with notable increases in cities like Kaifeng, Yuncheng, and Tai'an, where group purchase sales rose by 140%, 119%, and 118%, respectively [7] - Major cities like Shanghai, Zhengzhou, and Beijing continued to lead in consumer spending during the festival [7] Group 4: Youth Engagement - The Z generation's group purchases increased by 65%, with emerging experiences like pet care and rock climbing seeing growth rates of 9018% and 348%, respectively [8] - Young consumers are balancing reunion and self-expression through their spending choices, leading to increased bookings in hotels and wellness centers [8] Group 5: Cultural Integration - The "non-heritage+" model gained popularity, with group purchases for non-heritage experiences increasing by 764% [9] - Cultural tourism destinations that integrated traditional customs with modern experiences attracted significant visitor numbers, with top attractions including various cultural parks and historical sites [12] Group 6: Digital Engagement - The platform introduced a gifting feature during the festival, resulting in a 64% year-on-year increase in online gifting orders [12] - The "Spring Festival does not close" initiative ensured 24/7 consumer support, enhancing service guarantees across popular consumption scenarios [12]