Group 1 - The core trend for New Year's consumption is the pursuit of self-indulgence and ritual among young consumers, with various products catering to these desires becoming popular [1] - Sales of alcoholic beverages surged, with craft beer and white wine seeing over 100% year-on-year growth, while brandy sales increased by over 230% and fruit-flavored beer by over 70% [1] - Innovative alcoholic products, such as low-alcohol options, gained traction, exemplified by the launch of a 29-degree Five Grains Liquor, which quickly became a hot item [1] Group 2 - Young consumers are the main force in New Year's spending, prompting multiple platforms to offer consumer incentives [2] - Meituan Flash Purchase plans to distribute a maximum of 2026 yuan in New Year's flash purchase vouchers from December 31, 2025, to January 1, 2026, enhancing the shopping experience [2]

Core Insights - The trend of celebrating New Year's Eve in private accommodations, particularly villas, is gaining popularity among young people, especially those born after 2000, who are becoming the main consumers of vacation rentals [1][2][3] - Tujia platform data indicates that the booking volume for standalone villas during the 2026 New Year's holiday has increased by 140% year-on-year, making it the fastest-growing accommodation type [1][2] - The demand for unique experiences, such as group gatherings and personalized celebrations, is driving the preference for vacation rentals over traditional hotels [2][3] Group 1: Market Trends - The booking volume for standalone villas on Tujia during the New Year's holiday has seen a year-on-year increase of 140%, indicating a significant shift in consumer preferences [1][2] - The proportion of vacation rental bookings by the "post-00s" demographic reached 52% during the New Year's period, reflecting a 170% increase compared to the previous year [1][2] Group 2: Regional Highlights - Weihai has emerged as a popular destination for New Year's celebrations, ranking in the top ten for vacation rental bookings nationwide during the holiday [2] - The scenic appeal of Weihai, characterized by its coastal and snowy landscapes, enhances the attractiveness of local vacation rentals, which often serve as part of the overall experience [2] Group 3: Consumer Behavior - Young consumers are increasingly willing to spend on experiences that offer a sense of "New Year's Eve ritual," favoring accommodations that allow for social interactions and shared activities [2][3] - Many visitors prefer staying in vacation rentals near concert venues, as these accommodations provide better value, proximity, and social spaces compared to hotels, allowing for continued celebrations post-event [3]

Group 1 - The New Year's holiday in 2026 is expected to boost tourism demand, with young users seeking unique and meaningful ways to celebrate the New Year, such as fireworks and countdown events [1] - Major theme parks are planning special New Year's fireworks shows, making them the preferred choice for users during the holiday. The top 10 attractions for the New Year's holiday include Beijing Universal Resort, Zhuhai Chimelong Ocean Kingdom, Harbin Ice and Snow World, and Laojun Mountain Scenic Area, with theme parks occupying four spots [1] - Shanghai Disneyland ranks high on the attraction list due to its "Light Up the New Year" castle show and fireworks display [1] Group 2 - There is a significant increase in demand for New Year's blessings at temples, with Suzhou Hanshan Temple, Hangzhou Lingyin Temple, and Shanghai Longhua Temple gaining over 80% attention compared to previous periods [1] - "Ice and snow tourism" is becoming mainstream, with rising ticket bookings for popular destinations like Harbin, Changbai Mountain, and Altay, leading to a surge in flight prices. For example, flights from Shanghai to Harbin increased from below 500 yuan to over 1200 yuan, more than doubling in price [1] - Large indoor ski resorts have become a priority for some users during the holiday, with Shanghai Yao Snow World, Shenzhen Huafa Ice and Snow Miracle, and Suzhou Taicang Alps Snow World leading in booking popularity [2]