Group 1 - The parent-child consumption market is thriving during the Dragon Boat Festival, coinciding with International Children's Day, showcasing its vibrant appeal [1] - The "New Chinese-style tourism" is gaining popularity among tourists, with families traveling from regions like Shandong and Hebei for unique experiences [2][6] - Cultural experience-focused travel models are becoming standard in the tourism market, with customized itineraries that include traditional crafts and interactive activities [6] Group 2 - The demand for ancient costume rentals is high, with families specifically seeking themed photography sessions at historical sites like the Temple of Heaven [2][5] - The trend of "light culture + heavy experience" is preferred by parents born in the 1980s, leading to a surge in customized travel packages during the holiday [6] - Traditional festivals are not only cultural heritage points but also leverage consumer upgrades and market vitality, especially during the Dragon Boat Festival this year [6]

Group 1 - The "May Day" holiday saw a significant increase in travel popularity, with new styles of travel such as "new Chinese-style tourism" gaining traction, focusing on cultural experiences and local cuisine [1][2] - Douyin's consumption data indicates a strong rise in offline spending, with hotel and scenic spot package orders increasing by 116% year-on-year, and family dining orders up over 70% [1] - Popular small towns and unique cultural experiences are attracting more visitors, with notable increases in group orders for accommodations and dining in cities like Tongling, Yichun, and Tongliao [1] Group 2 - Family outings have become a common choice, boosting consumption in themed parks and vacation areas, with parent-child dining and accommodation orders increasing by 86% and 84% respectively [2] - The popularity of local delicacies surged, with orders for Rongchang braised goose increasing by 53 times, and other regional dishes also seeing significant growth [2] - The rise of short videos and live streaming content has drawn more tourists to experience "new Chinese-style tourism," with related video views reaching nearly 500 million during the holiday [2] Group 3 - Chinese-style scenic spots have emerged as popular destinations, with places like Wansui Mountain and Hangzhou Song City seeing notable increases in visitor numbers and spending [3] - The integration of entertainment and cultural experiences, such as themed street areas and drone light shows, has enhanced visitor engagement, leading to a 90% increase in surrounding accommodation bookings [3] - Douyin's commitment to providing quality content and product offerings aims to enhance consumer experiences during holidays and support the development of cultural tourism [3]

Core Insights - The report highlights a significant increase in consumer spending during the "May Day" holiday, particularly on the Douyin platform, indicating a robust recovery in offline consumption and diverse shopping demands across various sectors [1][3][10] Consumption Trends - Douyin's data shows that from May 1 to May 4, there was a 77% increase in family meal orders and a 45% increase in local cuisine orders, with accommodation orders rising by 79% [3][10] - Hotel and scenic area package orders surged by 116%, reflecting a strong demand for travel experiences [3][10] Night Economy - Major cities such as Shanghai, Zhengzhou, Fuzhou, Chengdu, and Beijing led the night economy, with vibrant activity in commercial areas and food streets from 6 PM to 6 AM [3][10] Popular Activities - Concerts and KTV bookings saw substantial growth, with orders increasing by 162% and 54% respectively, while jewelry orders skyrocketed by 356% [5][10] - Clothing and footwear retailers experienced a remarkable 462% increase in order volume during the holiday [5][10] Emerging Travel Trends - The report notes a rise in "small town tourism" and "culinary tourism," with Douyin orders for accommodation and dining in cities like Tongling and Yichun increasing by 491% and over 300% respectively [6][8] - Traditional towns and villages became popular tourist spots, with some experiencing order increases of up to 865% [8] Family-Oriented Activities - Family-oriented activities gained traction, with orders for family dining and accommodation rising by 86% and 84%, respectively [9][10] - Theme parks and unique vacation spots, such as the Zhengzhou Haichang Ocean Park, reported full bookings and significant sales growth [10] Future Outlook - Douyin plans to enhance consumer experiences during holidays by expanding customer service and monitoring order issues, aiming to support merchants and promote cultural tourism development [10]