2026年春节将至，同时伴随学生寒假的叠加，将激发城乡居民在"吃、穿、游、购、娱"等领域的强劲消 费需求，形成消费高峰。春节假期期间，兜里的钱打算怎么花，怎么花得开心、实惠，大家还有哪些消 费需求？消费市场会呈现哪些新亮点、新变化？如何更好地促进消费，推动沈阳高质量发展？为客观反 映当前消费者春节消费行为、消费需求和消费痛点，沈阳日报社联合中国（沈阳）营商环境研究院推出 《2026年促进沈阳春节假期消费调查问卷》，切实问需于民、问计于民、问效于民，真诚听取社会各界 的宝贵意见和良策。调研组将在实地调研基础上，结合问卷相关数据、建议形成专题报告，供市领导和 相关部门决策参考。 转自：沈阳日报 （来源：沈阳日报） ...

Core Insights - The Spring Festival is a critical strategic node for the fast-moving consumer goods (FMCG) market, representing a significant opportunity for manufacturers to boost performance and capture market share [1][3] - Data indicates that approximately 20% of annual sales will occur during the Spring Festival period in 2024, with sales during the 2025 festival reaching a six-year historical high [1] Consumer Behavior Trends - The 2025 Spring Festival saw a 5.9% year-on-year increase in FMCG sales, driven primarily by an increase in purchase frequency, while the average purchase amount remained stable compared to 2024 [4] - Consumers continued to exhibit high-frequency and rational purchasing behaviors during the Spring Festival, particularly in categories such as food, beverages, dairy products, household cleaning, and personal care [4][5] Category Consumption Shifts - There is a notable trend of consumers increasingly purchasing items related to dining during the Spring Festival, indicating that brands need to focus on product combination strategies to meet consumer demands [5] - The report highlights that consumers who purchased cookies during the 2024 Spring Festival also tended to buy alcoholic beverages, traditional Asian drinks, nuts, and chocolates, suggesting a pattern of cross-category consumption [5] Out-of-Home Consumption - Out-of-home consumption is gaining importance during the Spring Festival, with a 10% year-on-year increase in foot traffic during the 2025 festival [6] - Key out-of-home consumption scenarios include gatherings with friends and family, as well as increased traffic in sports and entertainment venues [6] Gifting Trends - The gifting market during the Spring Festival remains stable, with a notable increase in sales for essential items (rice, cooking oil), leisure items (cookies, snacks, alcohol), and health-related products (nuts, health supplements) [7] - In 2025, gifting sales grew by 12.1%, with the average number of gift categories increasing from 5.1 to 5.4, indicating a trend towards more diverse and personalized gifting options [7] Channel Preferences - The report emphasizes the importance of understanding consumer channel preferences during the Spring Festival, which can provide insights into market dynamics and consumer behavior [8]

证券 研究报告 | 行业 定期报告 2024 年 11 月 17 日 签约客户可长按扫码阅读报告 月社零数据受益以旧换新政策刺激及双十一促销提振，板块长期拐点确立，市场 预期从边际放缓（杀估值）调整至边际改善（提估值）。部分食品个股提前从调整走 出，叠加春节备货提前，四季度增长有望超预期。白酒淡季更多以去库存、稳价盘为 先，临近年底酒企明年目标定调将是关键，头部企业目标与动销是否匹配。对于春节我 们相对乐观，考虑到旺季脉冲效应 政策转向刺激 今年春节较早，产业有望复刻去年，在低预期的基础上，从节前备货到节中动销 实现全面超预期。 最新观点 核心公司跟踪：金徽酒股东减持股份，千味央厨董秘辞职 金徽 酒： 持股5%以上股东因自身资金需求，减持其持有的公司股份合计不超过15,217,800股，减持比例不超过 公司总股本的3%。 10 + + 千味央厨： 公司董事、副总经理、董事会秘书徐振江申请辞去公司副总经理、董事会秘书职务，继续担任公司董 事职务。 投资建议：四季度开启正反馈，关注年底企业目标 具体推荐标的及盈利预测， 欢迎联系 招商食品于佳琦团队 报告正文 一、核心公司跟踪：金徽酒股东减持股份，千味央厨董秘辞职 ...