来源：国是直通车 作者：陈昊星 "马"，作为中国旅游标志性形象，正在为马年文旅市场注入新动力。 开年以来，多地利用马年生肖元素撬动节庆消费热情。不少景区开启2026马年免票活动。属马、姓马、 名字中带马的游客在部分景区可以获得景区免门票福利。 2月23日，微信团队发布的2026春节数据报告《新春消费"马"力全开》(下称报告)显示，带"马"字的目的 地热度高涨，假期效应叠加生肖IP、政策红利，春节期间旅行、生活娱乐线下交易笔数同比涨幅均超 20%。 2026年，这匹"文旅黑马"能跑多远，能否带动全年消费"万马奔腾"？ 驻马店市文旅数据显示，2026年春节9天假期，全市累计接待游客450.5万人次，同比增长19.43%；实现 旅游综合收入22.57亿元，同比增长30.36%。 围绕马年主题，驻马店市整合文旅资源，联动文博场馆推出一系列特色活动。老乐山景区打造马年主题 新春灯会，成为近郊游的热门打卡地；市文化馆举办马主题美术展、线上特展及线下体验活动；市博物 馆推出马年全球生肖文化特展，进一步丰富节日文化内涵。 相比之下，马鞍山市在春节期间以"加'马'宠客"为主题，推出8大类共137场新春文旅活动，线上线下累 计曝 ...

Core Viewpoint - The article highlights the robust consumer activity and effective supply management during the Spring Festival in Xinjiang, showcasing a vibrant economic atmosphere and the successful implementation of various promotional activities to stimulate consumption [2][10]. Group 1: Consumer Supply and Price Stability - During the Spring Festival, Xinjiang's various supermarkets and markets experienced a peak in consumer activity, focusing on ensuring sufficient supply and stable prices for essential goods [2][4]. - The Xinjiang Nine Ding Agricultural Products Wholesale Market initiated a holiday supply plan a month in advance, emphasizing supply stability, price control, and food safety [4][5]. Group 2: Promotional Activities and Consumer Engagement - The Twelve Division's "Welcome the New Year Consumption Season" encouraged merchants to participate in promotional activities, offering discounts through the "Cloud Flash Payment" app, enhancing consumer experience [3][10]. - Diverse promotional activities, including the introduction of "horse-themed" products, attracted significant consumer interest, reflecting cultural engagement and modern trends [6][7]. Group 3: Cultural and Recreational Events - The Spring Festival saw a shift towards experiential consumption, with various cultural and recreational activities being organized, such as traditional performances and ice sports, enhancing the festive atmosphere [8][9]. - Events like the "Sports Welcome the New Year" theme in Beitun City provided entertainment and engagement for both residents and tourists, contributing to the overall economic activity [9][10].

Core Viewpoint - The article highlights the evolving nature of Chinese New Year shopping, showcasing a blend of traditional and modern consumer behaviors, with an emphasis on cultural significance and economic implications. Group 1: Traditional and Modern Shopping Trends - Traditional markets are experiencing a resurgence, with local specialties and festive foods being popular among consumers [3][5] - The integration of online platforms with traditional markets is enhancing the shopping experience, allowing farmers to promote their products through live streaming [5] - Consumers are increasingly purchasing a mix of local and international products, reflecting a globalized shopping trend during the New Year [7] Group 2: Travel and Experience as New Year Goods - Travel has become a significant category of New Year goods, with an increase in average travel days during the holiday, reaching 5.9 days, up by 1.1 days from the previous year [9] - Various promotional activities, including the distribution of over 3.6 billion yuan in consumer vouchers, are encouraging travel and cultural experiences during the holiday [9] Group 3: Technological and Cultural Products - The demand for upgraded electronic products, such as energy-efficient appliances and smart devices, has surged, with sales exceeding 590 billion yuan in January alone [13] - Cultural products, particularly those related to zodiac themes and traditional crafts, are gaining popularity, with unique items like the "crying horse" toy becoming bestsellers [17] Group 4: Cultural Significance and Global Influence - The inclusion of the Spring Festival in the UNESCO list of intangible cultural heritage has expanded its global influence, attracting foreign consumers to participate in the New Year shopping [19] - The blending of consumption and cultural expression reflects a growing cultural confidence in China, as consumers increasingly seek products that embody cultural symbols [21]

央广网北京2月14日消息 据中央广播电视总台中国之声《新闻和报纸摘要》报道，春节临近，各地 以马元素为主题的文创产品成为节日消费新宠，传统生肖文化正点燃新春经济热潮。 在河南洛阳多家博物馆的文创摊位前，融合文物元素、传统工艺与现代设计的三彩、青铜器文创， 吸引不少游客驻足挑选。 在"中国民间文化艺术（剪纸）之乡"福建南平浦城县的一家剪纸工作坊里，浦城剪纸市级代表性传 承人王旭正忙着赶制订单。 王旭：在打包的是北京的客户为马年定制的剪纸伴手礼，这个订单有三千多件。 游客郭丹琪：挑了两件我喜欢的东西，第一个是毛绒挂件，可以挂到我的包上，第二个是小马的皮 饰，现在的文创产品都挺走心的。 王旭今年新创作的《福马呈祥》剪纸作品以中国红为主色调，将奔腾的骏马嵌入福字之中，福气连 绵的寓意让文创产品供不应求。 春节临近，内蒙古锡林郭勒盟苏尼特右旗非遗工坊文化园，"非遗过大年"活动吸引市民游客沉浸式 体验毡绣、皮画、骨雕等草原非遗魅力。苏尼特传统皮画技艺代表性传承人宝然说，"马"主题作品订单 最多。 王旭：马首昂扬向上，鬃毛与尾部线条飘逸舒展，尽显龙马精神。 宝然：这些刻着草原元素的钥匙扣、挂件，冰箱贴等，外地游客也喜欢带回 ...

"马"元素走俏节前消费市场，营造出吉祥喜庆的节日氛围。走进盒马鲜生香港中路门店，喜庆的马年装 饰随处可见，"年货模式"早已开启。货架上，马年礼盒、马年对联福字等成为热销商品，自制烘焙区 内，"马上来钱"轻甜马卡龙成为年轻人心头好。据销售人员介绍，富有青岛当地特色的"跃马迎春"海鲜 干货礼盒、花饽饽礼盒等销量持续走高。 融入马年生肖元素的黄金饰品、颇具传统文化特色的马年文创、以"马"为灵感创作的系列特色年货…… 2026年春节日益临近，"马年限定"商品走俏青岛市市南区新春市场。近日，记者走访发现，生肖"马"已 经成为今年各类商品设计的核心元素，"一马当先"领跑消费市场。 在万象城负一层的泡泡玛特门店，一款名为"马力全开"的毛绒挂件盲盒引发抢购潮。据该店工作人员介 绍，该系列盲盒汇集了LABUBU、星星人、DIMOO等8个热门IP，自上市以来就颇受关注。"造型可 爱，寓意美好，真是将情绪价值拉满了！"顾客黄莹边挑边说。门店对面，乐高店面大门口早已摆上了 摇钱树、财神爷等包含马年元素的积木装饰玩具，其中名为"骏马鸿图"的马年限定产品更是引起围观。 该产品以骏马元素为核心意象，诠释"马到成功，鸿运当头"的寓意。"过年 ...

Group 1 - The upcoming Year of the Horse has sparked a consumption boom in Taiyuan, with various products featuring "horse elements" appearing in stores and online, reflecting the cultural significance of the zodiac and consumer enthusiasm for the holiday [2][4] - Major shopping malls in Taiyuan are utilizing the "horse" theme through immersive decorations and diverse promotions, enhancing the shopping experience and attracting consumers [4][7] - Jewelry stores are seeing increased sales of horse-themed items, with some products like the "cute horse fortune bag" priced around 2500 yuan, indicating a strong demand for symbolic gifts during the New Year [4][5] Group 2 - The integration of traditional zodiac culture with modern consumer trends is driving the popularity of the "horse economy," as businesses combine cultural elements with practical designs to appeal to consumers [10] - Supermarkets and online platforms are also experiencing high sales, with creative offerings such as themed gift boxes and zodiac decorations, showcasing the versatility of the market [7][8] - Restaurants are capitalizing on the zodiac theme by offering special New Year dinner packages that resonate with cultural significance, further enhancing consumer interest in festive dining options [8]

01:10 编导：郭琳 配音：王帅龙 《新华每日电讯》2月8日刊发文章《"马"上有新意 生肖玩具"圈粉"新春市场》。 新华社音视频部制作 春节临近，一批以生肖马为灵感的"创意年味"加速奔来，设计有创意、生产有速度的"马年限定"走俏新 春市场。 中国玩具和婴童用品协会对2025年12月天猫平台销售数据的追踪显示，毛绒布艺类玩具的销售额同比增 长9.7%。其中，畅销单品中9款与马年生肖主题相关，累计销量超14万件。 记者：王悦阳、陈涵旸 ...

在江西景德镇创意设计中心，新春文创新品展热闹开场。从瓷盘、对杯到摆件，这些融合了创意设计的"马"元素的文创产品，将生肖寓意、非遗技艺与传统 美学融于方寸之间。"踏定乾坤"马瓷雕——昂首挺胸、气势如虹，高温颜色釉体现出马的肌肉线条和精气神。 不少市民游客把这里当成"边逛边买"的年货好去处。"马上有福"等这类吉祥主题的"马"元素的文创产品深受年轻消费者的喜爱。 马年就要到了，"马"元素的文创产品，以传统文化为内涵，通过现代化的表现方式，受到了大家的喜爱。在瓷都景德镇，融合了千年瓷艺与马年雅韵的文创 产品，成为人们心中的新春佳品。 赏千年瓷艺品马年雅韵 把年味儿带回家 "文化味儿"拉动节前消费 这场新春文创新品展，让千年瓷都的传统手艺搭上创意设计的快车，让人们把年味儿和祝福一起带回家。 "六合同风马" 打造文旅消费新场景 福建泉州推出马年生肖IP"六合同风马"，围绕生肖"马"的系列文创产品和配套活动集中亮相古城街巷，通过更多元的方式融入节日消费场景。 在福建泉州市鲤城区，一组名为"六合同风马"的马年生肖文创近期亮相古城街巷。整体造型兼具艺术感与观赏性，成为春节前古城里的热门文化景观。 "六合同风"出自《汉书·王吉传 ...

Group 1 - The core theme of the articles revolves around the popularity of cultural and creative products featuring the "horse" element, particularly in the context of the upcoming Year of the Horse, which integrates traditional culture with modern design [2][4][15] - In Jingdezhen, a creative design center is showcasing new spring cultural products that combine the symbolism of the zodiac with traditional craftsmanship, making them popular choices for the New Year [2][4] - The "Liuhé Tongfeng Ma" series in Quanzhou features artistic and visually appealing designs that have become a cultural attraction in the ancient city, enhancing the festive atmosphere [6][11] Group 2 - The "Liuhé Tongfeng" concept reflects the ideal of cultural unity and harmony in Chinese culture, as derived from historical texts [8] - Quanzhou has launched various cultural tourism activities alongside the zodiac IP, including art installations and themed products, allowing visitors to engage with the cultural narrative behind the horse zodiac [11][13] - The surge in demand for zodiac-themed cultural products is attributed to the integration of traditional cultural elements with innovative marketing strategies, driving pre-festival consumer spending [12][15]

Core Insights - The Chinese New Year consumption market is experiencing a vibrant atmosphere driven by both policy incentives and market vitality, blending traditional customs with innovative financial services [1][2] Group 1: Consumption Trends - The consumption market is seeing a rise in demand for zodiac-themed products, particularly those related to the Year of the Horse, with items like horse-shaped candies and themed gifts becoming popular [3] - Various regions are promoting cultural tourism and experiential activities related to the zodiac, enhancing the overall consumer experience [3] Group 2: Financial Services - Financial institutions are launching a variety of consumer-friendly initiatives, including credit card discounts, interest-free installments, and promotional activities to stimulate spending during the festive season [4] - Consumer finance companies are expanding their services into everyday high-frequency consumption scenarios, such as healthcare and education, to meet evolving consumer needs [5] Group 3: Policy Support - The government has introduced a personal consumption loan subsidy policy, extending its implementation until the end of 2026, to encourage consumer spending and support financial institutions in developing innovative credit products [6] - E-commerce platforms are quickly adapting to these policies, with platforms like JD.com reporting a nearly 20% increase in average spending among users utilizing the subsidy feature [6] Group 4: Consumer Protection - As the consumption market heats up, regulatory bodies are emphasizing consumer rights protection, urging consumers to be cautious about promotions and potential scams [8] - Financial institutions are integrating consumer protection measures into their services, promoting responsible spending and risk awareness among consumers [8]