3月4日，据南方+记者从美团方面了解到，元宵节点燃了复工后的第一波消费热潮。美团数据显示，平台上"暴富"汤圆销量显著增长，各地灯会热度也因月 全食而飙升。即便是工作日，年轻人仍在借助AI规划行程，既要吃好玩好，又要省钱省时间。 每年元宵节，年轻人都会购买或制作寓意吉祥的网红创意汤圆。与前几年风靡的"好柿花生"相比，今年的创意汤圆消费更看重"情绪价值"的直接表达。这届 年轻人有自己的"暴富"汤圆，他们会毫不掩饰地在平台搜索"有钱花""马上有钱""马到成功"等祈福关键词。 元宵节当天，南方+记者浏览美团外卖"趋势播报"榜单，位列前三的趋势分别为：正月十五闹元宵、年轻人有自己的"暴富"汤圆、谁家汤圆长得跟烟花一 样。综合搜索量、词条点击率和商品曝光量，其中"暴富"汤圆热度飙升了168%。 中午吃"有钱花汤圆"，晚上赏灯观月，成为2026年元宵流行玩法。图源：美团App 2026年元宵节期间，地方特色灯会的热度相较去年增长明显。美团旅行数据显示，自贡市的灯会搜索热度增速不仅超越了北京、上海、广州等大城市，还成 功跻身全国灯会搜索热度第一。近一周来，全国搜索热度最高的top5灯会有：自贡国际恐龙灯会、圆明园新春灯会、成 ...

近日，抖音生活服务发布2026年春节消费数据，在平台系列主题活动带动下，非遗体验、餐饮堂 食、民俗旅游等多品类消费迎来显著增长，新春消费呈现多元升级、全域火热、文旅深度融合的全新态 势。2月14日至2月22日，抖音生活服务团圆饭套餐订单量同比增长216%，"非遗+市集" 团购销售额同 比增长高达764%，三线及以下城市团购销售额同比增长66%。 抖音用户搜索"心动团圆饭"，点击横幅即可进入线上会场抢券 全国范围内，活动联动中央广播电视总台旗下的电商账号"央央好物"落地7场专场直播，覆盖北 京、上海、西安、南京、广州、黄山等城市，累计曝光超1.6亿次，支付订单量7万余个，交易额突破千 万元。此外，"心动团圆饭" 创新推出团圆饭转赠、AI主题短片、AR抓马特效、剧餐联动等多元玩法， 吸引超1.8万名达人参与探店种草，全国近10万家餐饮商家积极参与，众多餐饮品牌登陆央视春节特别 节目，传统老字号借助数字化实现品牌焕新。 心动团圆饭，激发到店"年夜饭"消费活力 1月9日至2月28日，结合商务部"新春乐购"活动，抖音生活服务联合中央广播电视总台《团圆年·家 乡味——中国人的年夜饭》春节特别节目、商务部老字号协同创新中心 ...

Core Insights - The 2026 Spring Festival saw a significant increase in various consumer sectors, driven by the "reunion and celebration" and "cultural tourism" trends, with notable growth in non-heritage experiences, dining, leisure, accommodation, and tourism [1][2] Group 1: Consumer Trends - The number of businesses operating during the Spring Festival increased by 33% year-on-year, with corresponding sales rising by 65% [2] - The demand for dining out surged, with family reunion meal packages for 3-6 people increasing by 61% year-on-year, and orders for New Year's Eve meal packages rising by 245% [4] - Local cuisine became the most popular dining choice, with orders for local dishes on New Year's Eve increasing by 343% [4][5] Group 2: Accommodation and Leisure - Hotel and guesthouse bookings saw a significant rise, with group purchases increasing by 94% and 88% year-on-year, respectively [5] - Leisure activities and quality consumption also saw an upgrade, with orders for foot massages, shopping vouchers, and fitness activities increasing by over 60% [5] Group 3: Regional Performance - Consumption in third-tier cities and below grew by 66%, with notable increases in cities like Kaifeng, Yuncheng, and Tai'an, where group purchase sales rose by 140%, 119%, and 118%, respectively [7] - Major cities like Shanghai, Zhengzhou, and Beijing continued to lead in consumer spending during the festival [7] Group 4: Youth Engagement - The Z generation's group purchases increased by 65%, with emerging experiences like pet care and rock climbing seeing growth rates of 9018% and 348%, respectively [8] - Young consumers are balancing reunion and self-expression through their spending choices, leading to increased bookings in hotels and wellness centers [8] Group 5: Cultural Integration - The "non-heritage+" model gained popularity, with group purchases for non-heritage experiences increasing by 764% [9] - Cultural tourism destinations that integrated traditional customs with modern experiences attracted significant visitor numbers, with top attractions including various cultural parks and historical sites [12] Group 6: Digital Engagement - The platform introduced a gifting feature during the festival, resulting in a 64% year-on-year increase in online gifting orders [12] - The "Spring Festival does not close" initiative ensured 24/7 consumer support, enhancing service guarantees across popular consumption scenarios [12]

格隆汇2月23日｜抖音生活服务今日发布2026年春节消费数据。2月14日至2月22日，在"团圆欢聚"与"文 旅过年"热潮带动下，非遗体验、餐饮堂食、休闲娱乐、异地住宿、民俗旅游、运动健身等多类消费迎 来显著增长。数据显示，与去年春节同期相比，今年春节期间抖音团圆饭套餐订单量增长216%，"非遗 +市集"团购销售额增长高达764%，三线及以下城市团购销售额增长66%，新春消费市场呈现出多元升 级、全域火热的新态势。 ...

Core Insights - The upcoming Spring Festival is driving significant consumer activity, with Douyin's pre-festival data showing a 185% increase in group purchase sales for New Year's Eve dinners and a 126% increase in overall group purchase sales in shopping malls [1] Group 1: Consumer Trends - Douyin's group purchase sales for New Year's Eve dinners increased by 185% from January 26 to February 8 [1] - Orders related to intangible cultural heritage saw a nearly 140% year-on-year increase [1] - Family travel orders grew by 55%, while hotel and guesthouse bookings increased by 95% and 81%, respectively [1] Group 2: Marketing Initiatives - Douyin launched various marketing initiatives, including inviting 14 celebrities and 48 business owners to form a New Year greeting team, and hosting live streaming events to enhance consumer engagement [1] - The "Heartfelt Reunion Dinner" special event in Beijing featured a live broadcast that garnered over 580 million views and achieved a transaction volume exceeding 3.5 million yuan [2] - The initiative included offline activities such as a themed bus tour and partnerships with over 11,000 merchants and 98,000 group purchase items [2] Group 3: Regional Activities - In Nanjing, the "Lights of Jiangsu New Year Flavor" creative live broadcast was launched in collaboration with the Qinhuai Lantern Festival to boost sales and consumer spending [3] - Jinan's activities included a unique food map and city tours to promote local consumption during the Spring Festival [3] - In Harbin, a "Spring Festival Same Style" event will take place, featuring a new cultural landmark and promoting local commerce [4] Group 4: Historical and Cultural Engagement - Douyin's collaboration with local governments and cultural organizations aims to enhance traditional food consumption and cultural experiences during the Spring Festival [5] - The "Shandong DOU is Good Scenery" initiative in Jinan helped generate over 525 million yuan in revenue for local cuisine, significantly boosting the city's overall dining consumption [5]

近日，抖音生活服务发布《守护烟火气——服务体验与治理这一年》数据报告（以下简称"报告"），全 面盘点2025年平台在提升消费者体验、助力商家健康发展、加强生态合规建设等方面的相关举措和阶段 性成果。 强化主动服务，升级特色权益 报告显示，抖音生活服务致力于为消费者提供安心省心的全流程服务体验，持续创新主动服务能力，提 升响应速度与问题解决效率。2025年，平台累计提供7.1亿次"极速退"保障，未使用团购可快速退款，降 低消费者等待成本。消费者权益保护专项资金累计支出2.7亿元，通过先行垫资等方式，帮助消费者应对 售后纠纷。 过去一年，平台为数亿消费者提供履约动态提醒，内容涵盖商家营业状态异常、极端天气、订单临期、 节日排队等不可控情况。针对跟团游等履约时间较长的商品，平台累计进行5400万次全程护航，为消费 者提供出行贴士、出团通知、一键理赔和投诉入口，发现问题主动提供帮助和理赔。 报告还显示，抖音生活服务持续迭代升级"安心"系列服务，推出多重高标准特色保障，构建全流程、全 方位、多层次的优质服务体验，让消费更安心、更省心。截至年底，"安心"系列已上线11个服务和13项 特色权益，累计已为1.8亿消费者提供高 ...

近日，抖音生活服务发布2026春节消费前瞻数据，随着年味渐浓，非遗年俗、家庭聚餐、旅游过年、商场购物、家居焕新等多类消费日趋火热。数据显示， 与去年春节前同期相比，鱼灯巡游团购销售额增长890%，冰上游玩类与家纺品类团购销售额均增长超16倍，年夜饭销售额增长185%，酒店宾馆、客栈民宿 订单增长显著，年前消费市场呈多点开花趋势。 同时，"抖音新春吃喝玩乐节"于2月10日正式启动，将持续至2月23日，通过打造"过年场景短剧+春节爆款热点+春节特色活动"等优质内容，结合新春品类红 包雨等玩法，线上线下联动，助力春节消费。 团圆经济显著升温，非遗年俗体验游将成新趋 1月26日至3月3日，用户在抖音搜索"新春来抓马"即可参与相应的主题活动，通过完成活动页内任务获得抓马绳，进行抓马，活动特别设置了"吃什马""收款 马""一字马""好运加马"等9种虚拟马形象。活动玩法包含带话题带POI定位发视频、带特效发视频、邀请朋友投稿、向朋友赠送一只马等任务。用户可通过 集齐3种、5种、7种、9种不同的虚拟马，分别解锁5元团购优惠券、10元团购优惠券、200元团购优惠组合券包、2026元团购优惠组合券包的领取资格。 旅游过年为新春增 ...

Core Insights - Douyin's "2025 Ice and Snow Consumption Report" indicates a significant growth in ice and snow-related content and consumption, with over 12.69 million related posts in the past year, marking a year-on-year increase of over 128% [1] - The report highlights a surge in group buying orders for ice and snow activities, with a 98% year-on-year increase, and 15.66 million users showing interest in ice and snow group purchases, up 79% [1] Group 1: Consumption Trends - The report identifies indoor skiing as a rising trend, with cities like Shanghai, Wuhan, and Huzhou leading in indoor skiing consumption, showing year-on-year growth in group buying orders of 77%, 1852%, and 116% respectively [4] - The "South to North" trend in ice and snow consumption is gaining momentum, with the northern ice and snow industry belt seeing a 108% increase in group buying orders [4] - Family-oriented consumers and the "new generation" are the main drivers of ice and snow consumption, with family orders accounting for over 55% and the new generation contributing over 17% [7] Group 2: Popular Activities and Locations - The report lists five popular ice and snow activities: skiing, hot springs, winter swimming, ice fishing, and ice sculpture [3] - Major cities for ice and snow consumption include Harbin, Beijing, Changchun, Zhengzhou, Tianjin, Shanghai, Jinan, Huzhou, Chengdu, and Suzhou [3] - Top attractions for ice and snow activities include Harbin Ice and Snow World, Zhengzhou Yinji Ice and Snow World, and others [3] Group 3: Future Initiatives - Douyin plans to launch an "Ice and Snow Season" event starting November 2025, collaborating with 19 types of merchants to offer over 50,000 ice and snow products [7] - The initiative aims to stimulate local ice and snow consumption through promotions and exclusive consumer subsidies [7] - Douyin will leverage content marketing, influencer partnerships, and unique IP collaborations to enhance offline ice and snow consumption [7]

Core Insights - The "2026 Douyin Life Service City Ecological Conference" was held in Chengdu, focusing on the integration of digital and physical economies, gathering regional merchants and industry representatives to discuss transforming new consumption trends into regional business momentum [1][3] Group 1: Business Performance and Growth - Douyin Life Service's initiatives, including the "Smoke City" and "City Rush Plan," have driven nearly 100 billion yuan in offline transactions in key southern regions like Sichuan and the Greater Bay Area [1] - The platform's efforts in implementing 36 consumption voucher projects in the southern region have led to an increase in offline consumption by 430 million yuan [1] - The transaction volume in the restaurant and hospitality sectors has seen a year-on-year growth of 59% [1] Group 2: Regional Consumption Trends - The southern region exhibits unique consumption vitality and growth patterns, with Kunming's "travel residence" model increasing winter orders for local inns and homestays by nearly three times [4] - In Shenzhen, the demand for "efficiency and quality" is driving the growth of high-end accommodation services, with luxury hotels contributing nearly 50% of accommodation orders [4] - Chengdu's "hot pot" topic has garnered over 1.4 billion views, showcasing significant content consumption potential, which is being converted into tangible business growth [4] Group 3: Merchant Support and Tools - The platform has reduced operational barriers for merchants through productization and AI capabilities, with the "Super Value Coupon" covering 80% of merchants [5] - Advertisers in the southern region's restaurant industry have seen business growth 119% higher than non-advertisers [5] - The "Smart Store Manager" AI tool has served over 350,000 merchants, effectively increasing overall sales rates [5] Group 4: Content and Marketing Strategies - Content is identified as a core driver for sustained business growth, with over 2.75 million small and medium-sized merchants benefiting from simplified content creation tools and training [6] - For chain brands, live streaming and owner IP content forms have become crucial for expanding brand influence, with self-broadcasting transaction volume increasing by 93% [8] - Collaborative marketing activities, such as the "First Charge in Autumn for Western Sichuan," have generated significant online payment transactions, with hotel merchant payments increasing by 356% [8] Group 5: Future Directions - The platform aims to optimize its product and content marketing systems in 2026, focusing on deepening operations and simplifying marketing [9] - Plans include introducing more diverse celebrity and influencer resources, enhancing marketing strategies, and supporting merchants in breaking into new markets [9]

Core Insights - The concept of "life economy" has been introduced, indicating a shift from fragmented consumption to a systematic economic form that can stimulate domestic demand [1][3] - The life economy is seen as a key driver for enhancing domestic circulation and promoting high-quality development [1][4] Group 1: Definition and Characteristics of Life Economy - The life economy is defined as the expression, connection, and stimulation of individual life needs through digital technology, leading to a positive interaction between supply and demand [3] - It emphasizes the return to the essence of life, addressing the transformation of supply-demand contradictions, and highlights the role of digital technology as an "accelerator" and "translator" in matching supply and demand [3][9] - The life economy aims to create a dual circulation system of demand and supply, reshaping the innovation ecosystem on the supply side [3] Group 2: Role of Digital Platforms - Xiaohongshu (Little Red Book) is identified as a core carrier of the life economy, generating over 9 million posts and 70 million comments daily, with 200 million users seeking purchase advice monthly [6] - The platform's user-generated content (UGC) fosters a community that captures and stimulates personalized and diversified demands, creating a complete ecosystem for the life economy [9] - The decentralized algorithms on digital platforms allow long-tail supply to gain precise exposure, enhancing the survival space for small businesses and individual entrepreneurs [8] Group 3: Policy Recommendations and Future Outlook - The report suggests four policy recommendations to further develop the life economy: encouraging the development of life economy, strengthening online-offline collaboration, deepening the "co-creation" mechanism, and proactively integrating AI [9] - The rise of the life economy is seen as a result of policy guidance and technological innovation, with the 2024 Central Economic Work Conference emphasizing the importance of boosting consumption and expanding domestic demand [9][10] - The life economy represents a paradigm shift from "production-driven consumption" to "demand-driven supply innovation," embedding consumption within individual life scenarios and emotional experiences [10]