日前，抖音生活服务发布了2026年元旦假期消费相关数据。数据显示，2025年12月30日至2026年1月1日 期间，平台内商超购物、跨城文旅、冰雪温泉体验、线下手工类消费等多元业态表现活跃。 消费数据显示，线下商场在假期期间受到较高关注。2025年12月30日至2026年1月1日，抖音平台商超购 物券销售额同比增长164%，服饰鞋帽与珠宝首饰类销售额分别同比上涨147%和109%。 餐饮消费在节日期间保持稳定增长。火锅、鸡公煲、烤鱼、北京烤鸭、麻辣香锅等品类购买量相对靠 前。自助餐类团购销售额同比增长94%。 值得一提的是，今年假期期间，兼具沉浸感、互动性与独特记忆点的线下消费场景备受到追捧。其 中，"拼豆"这一新型"社交货币"，在抖音的团购销售额同比飙升1461%；乐园游玩与陶艺体验销售额也 分别同比增长了106%和99%。 另从城市维度看，上海、郑州、福州、成都、武汉、广州、杭州、北京、南京、长沙等城市在平台中呈 现出较高的本地消费活跃度。 综合订单量与POI打卡热度等指标，万岁山武侠城、云台山风景名胜区、成都千灯会、苏州阳澄半岛乐 园、哈尔滨冰雪大世界园区、银川熊熊岭、郑州方特欢乐世界、苏州乐园森林世界 ...

Core Insights - The offline traditional consumption market remains significant and is experiencing stronger growth compared to online consumption, indicating a robust market space even in the e-commerce era [1][2][3] Group 1: Offline Consumption Growth - In October, the offline consumption heat index in major cities increased by 17.3% year-on-year, highlighting the potential for offline markets to surpass online markets [1] - The offline consumption heat index for first-tier and second-tier cities grew by 18.9% and 14.5% respectively, while third-tier and below cities saw a remarkable increase of 31.2% [2] Group 2: Consumer Behavior and Market Dynamics - The growth in offline consumption in lower-tier cities is attributed to rapid economic development and rising income levels, enhancing consumer spending capacity and willingness [2] - Consumers in third and fourth-tier cities prioritize the experience and interaction provided by offline shopping, which aligns with their slower-paced lifestyles [2] Group 3: Importance of Offline Markets - Offline retail stores serve as crucial platforms for brand display and image building, allowing consumers to better understand brand culture and product features [2] - The offline market plays a vital role in job creation and local economic development, emphasizing its importance alongside online platforms [2][3] Group 4: Strategic Recommendations - To stimulate consumption potential, it is essential to recognize the importance of offline markets and promote coordinated development between online and offline channels [3][4] - There is a need to explore the unique value and advantages of offline consumption, fostering a blended approach to drive market prosperity and economic growth [4]

Group 1 - The National Day holiday and Mid-Autumn Festival led to a significant increase in offline consumption across various categories, with notable growth in dining, accommodation, and shopping [2][5] - Douyin's group buying sales for local cuisine increased by 76% year-on-year, with autumn beverages up by 57% and accommodation up by 50% during the holiday period [2] - Experience-based consumption, particularly in cultural tourism, saw a surge, with orders for ancient towns and cities increasing by 299% [10] Group 2 - The demand for unique local accommodations surged, with orders for guesthouses and inns increasing by 75%, while economic, high-end, and comfortable hotels saw growth rates of 69%, 53%, and 49% respectively [5] - The popularity of non-heritage experiences, such as glass making and pottery, grew significantly, with Douyin group buying orders increasing by 270% and 206% respectively [10] - The top ten cities with the highest consumer spending during the holiday included Shanghai, Beijing, and Hangzhou, indicating strong consumer power in these regions [15]

Core Insights - The rise of "back kitchen live streaming" in the restaurant industry has gained significant attention, addressing consumer concerns about food freshness and transparency in food preparation [1][22] - This trend has led to increased offline dining, with many viewers expressing a desire to visit restaurants after watching live cooking sessions [6][7] Group 1: Back Kitchen Live Streaming - A new trend has emerged where chefs showcase their cooking skills live on platforms like Douyin, creating an engaging experience for viewers [2][4] - The live streaming format allows chefs to connect with audiences, enhancing the appeal of dining out by showcasing the cooking process and the quality of ingredients used [22][26] - Popular chain restaurants like "Mr. Rice" and "Old Country Chicken" have successfully utilized this format, with Mr. Rice's live stream attracting over 340 million views and significant engagement [9][14] Group 2: Consumer Engagement and Sales Impact - The interactive nature of live streaming has resulted in increased consumer engagement, with many viewers expressing intentions to dine at the restaurants featured [18][22] - Data indicates that Mr. Rice's live stream led to approximately 11,000 orders, demonstrating a strong conversion rate from online interest to offline sales [18] - The trend has proven beneficial for both large chains and small local eateries, with some small restaurants seeing a 50%-60% increase in new customers due to live streaming [26] Group 3: Industry Implications - The success of back kitchen live streaming highlights a shift in consumer preferences towards transparency and authenticity in dining experiences [22][26] - Platforms like Douyin are recognizing this trend and are implementing support programs to help local restaurants gain visibility and drive offline traffic [22][26] - As more restaurants adopt this strategy, back kitchen live streaming may become a key driver of growth in the restaurant industry, fostering trust and confidence among consumers [22][26]

Core Insights - The opening of the "Louis Vuitton" cruise ship in Shanghai's Jing'an District has significantly boosted tourism, attracting an average of 80,000 to 90,000 visitors daily, with peak weekends exceeding 100,000 visitors [1][3] - The newly established "Nanxi·Marine Station" aims to meet the increased demand for public facilities and enhance the visitor experience by providing various services and amenities [1][3] Group 1 - The "Nanxi·Marine Station" offers over 200 square meters of usable space with nearly 40 resting seats, catering to both tourists' needs for temporary rest and hosting corporate events, cultural lectures, and themed exhibitions [3][5] - Basic services include umbrella rentals, emergency supplies, and refreshments, along with a dedicated tea room and self-service vending machines to assist visitors in need [3][5] - The station features a live streaming area on the second floor, allowing hosts to promote local shopping and cultural activities, creating a link between online and offline consumer experiences [3][5] Group 2 - A dedicated area for cultural and creative products showcases unique offerings from Shanghai's time-honored brands, providing visitors with an immersive experience that combines shopping with learning about the products' history and culture [5] - Future plans for the station include the installation of self-service tax refund machines to cater to international tourists, enhancing the shopping experience in the Nanjing West Road area [5]

Core Viewpoint - The retail landscape is shifting, with traditional beauty brands being replaced by new categories such as trendy toys, outdoor sports, and tea beverage brands, which are now dominating the first floor of shopping malls [4][5][7]. Group 1: Changing Retail Dynamics - The flagship store of Innisfree, a Korean beauty brand, was replaced by Pop Mart, a trendy toy company, highlighting a significant shift in consumer preferences [4]. - The emergence of the "Four Kings" (trendy toys, outdoor sports, new energy vehicles, and tea beverages) reflects a broader trend where traditional beauty counters are losing prominence in shopping malls [5][6]. - The vacancy rate in shopping malls, even in major cities, has approached 14%, providing an opportunity for the "Four Kings" to establish a presence [7]. Group 2: Impact on Beauty Brands - The number of beauty counters in China has decreased from 15,415 in 2020 to 11,365 in 2022, with low-end beauty counters experiencing the most significant decline [7]. - High-end beauty brands like Chanel and Lancôme continue to maintain their presence in malls despite overall declines in sales, as they contribute to the mall's image and customer traffic [8][9]. - The first floor of shopping malls serves as a "face" for the mall, influencing consumer perceptions and foot traffic [8]. Group 3: The Rise of New Categories - New energy vehicle brands have become a significant presence in shopping malls, with Tesla being a pioneer in this space [11][12]. - The tea beverage sector is rapidly evolving, with brands like Nayuki and Heytea adjusting their pricing strategies to adapt to changing consumer behaviors [15][16]. - The number of tea beverage brands is increasing, with some brands like Bawang Tea Ji opening nearly 3,000 new stores in 2024, indicating a strong expansion trend [16]. Group 4: Strategic Brand Positioning - Brands like Lululemon and Pop Mart are focusing on prime locations in high-end shopping malls, which enhances their brand visibility and consumer engagement [20][22]. - The "Bird Nest Plan" by brands like Arc'teryx emphasizes opening flagship stores in key urban areas, reflecting a strategic shift towards high-value locations [22][23]. - The competition for prime retail space is intensifying, with many mid-tier malls struggling to attract high-end brands, leading to a concentration of successful brands in top-tier malls [23]. Group 5: Future Outlook - The retail environment remains unpredictable, with some brands thriving while others struggle to maintain their presence [24]. - Emerging brands like Mao Geping are successfully expanding in the offline market, demonstrating that opportunities still exist for brands that offer unique customer experiences [24]. - The future of the "Four Kings" and their potential replacements remains uncertain, as consumer preferences continue to evolve [24].

Core Insights - The "Su Super" league, recently launched in Jiangsu Province, has become a phenomenon, generating significant public interest and contributing to the local economy through cultural and tourism consumption [1][2][3] Group 1: Unique Features of the "Su Super" League - The league creates an irreplaceable "home field atmosphere" by allowing each of the 13 cities in Jiangsu to host matches, integrating local culture, history, and cuisine into the events, making each match a unique cultural feast [1] - The league serves as a catalyst for tourism, with various cities organizing events like seafood festivals and heritage exhibitions, effectively linking regional tourism resources and enhancing the overall competitiveness of Jiangsu's tourism industry [2] - Post-match consumption is strategically planned, connecting fans with local dining, retail, and tourism options, thus converting sports engagement into economic growth through local specialties and experiences [2] Group 2: Government Support and Broader Implications - The Jiangsu provincial government has identified the city football league as a key driver for integrating sports, culture, and tourism, positioning it as a vital component of the local economic growth strategy [3] - The league exemplifies a successful model for enhancing urban vitality through sports events and cultural empowerment, which other cities could learn from to stimulate local economies [3] - The focus on expanding domestic demand and promoting consumption aligns with broader economic strategies, emphasizing the importance of cultural elements in driving consumer engagement and economic activity [3]