Core Viewpoint - The consumption growth momentum in the central and western provinces of China has been remarkable in the first four months of this year, with many provinces exceeding the national average growth rate in retail sales of consumer goods [1][2][3] Group 1: Consumption Growth in Central and Western Provinces - 17 provinces have retail sales growth rates higher than the national average, with 11 being from the central and western regions [2] - Among these, Tibet, Hubei, and Henan have shown significant growth, with Hubei and Henan achieving retail sales growth rates of 7.7% and 7.2%, respectively, surpassing the national average by 3 percentage points and 2.5 percentage points [2][3] - The central provinces are expected to continue their strong growth, driven by policy support, cultural tourism, and consumption upgrades [2][3] Group 2: Policy and Economic Drivers - The "Two New" policies have significantly boosted sales in categories such as communication equipment and home appliances, contributing to the overall growth in retail sales [4] - As of May 31, 2025, the "Two New" policy has driven sales of five major categories to 1.1 trillion yuan, with approximately 175 million subsidies issued to consumers [4] - The government plans to enhance policy reserves and evaluate the progress of the "Two New" initiatives to further stimulate consumption [4] Group 3: Integration of Sports and Consumption - The sports and entertainment sectors have seen rapid growth, with retail sales of sports and entertainment products in several provinces exceeding 25% [5] - The sports industry has expanded significantly, with its scale growing from 2.9 trillion yuan in 2019 to 3.7 trillion yuan, driven by increased policy support and youth engagement [5] - Events like the "Su Super" football league have positively impacted local economies, increasing hotel occupancy rates and retail sales during event periods [5][6] Group 4: Changing Consumer Preferences - Consumers are shifting from a focus on material wealth to seeking emotional value in products, leading to the rise of the "self-satisfaction economy" [6] - Sports events and concerts are becoming key platforms for meeting consumer emotional needs, creating new opportunities in the cultural tourism sector [6] - Retail and dining businesses are encouraged to adopt successful strategies from sports events to enhance market engagement [6]