2月20日，游客在位于天津的国家海洋博物馆"未来海洋"展厅参观。 从北国的冰雪热潮到南方的灯会盛景，从城市商圈的人流涌动到县域大集的烟火升腾，2026年马年春 节，长达9天的假期窗口，铺展出一幅热气腾腾的新春画卷。新场景、新风尚、新流量，三个关键词成 为展现中国春节消费图景的生动注脚。 新场景：在悦己体验中感受团圆暖意 春节是团圆的节日，而团圆的内涵正在不断丰富。今年假期，"旅行过年""度假式过年"热度攀升。 在江西抚州黎川古城，张灯结彩的街巷间，携老带幼的举家出游队伍随处可见。古城深处的"云水间"民 宿，由百年老宅改造而成，从除夕到正月初七客房早早订满。 民宿的庭院里，画架一字排开，油彩铺陈，这家民宿春节期间推出的免费油画体验活动场场满员。来自 上海的游客徐硕说："以前过年就是走亲访友，今年带着父母和孩子出来旅行，一起完成一幅画，比单 纯逛景区更有纪念意义。" 与此同时，更多年轻人选择为"情绪价值"买单。在长沙，年轻消费者正成为春节消费的主力军。位于天 心区的悦方ID MALL凭借独特的"泛二次元"生态定位，成为年轻消费者的热门打卡地，泡泡玛特等品 春节期间，游客在江西抚州黎川古城体验油画创作。 牌门店在假 ...

从北国的冰雪热潮到南方的灯会盛景，从城市商圈的人流涌动到县域大集的烟火升腾，2026年马年春节，长达9天的假期窗口，铺展出一幅热 气腾腾的新春画卷。新场景、新风尚、新流量，三个关键词成为展现中国春节消费图景的生动注脚。 ——新场景：在悦己体验中感受团圆暖意。 春节是团圆的节日，而团圆的内涵正在不断丰富。今年假期，"旅行过年""度假式过年"热度攀升。 在江西抚州黎川古城，张灯结彩的街巷间，携老带幼的举家出游队伍随处可见。古城深处的"云水间"民宿，由百年老宅改造而成，从除夕到正 月初七客房早早订满。 民宿的庭院里，画架一字排开，油彩铺陈，这家民宿春节期间推出的免费油画体验活动场场满员。来自上海的游客徐硕说："以前过年就是走 亲访友，今年带着父母和孩子出来旅行，一起完成一幅画，比单纯逛景区更有纪念意义。" 春节期间，游客在黎川古城体验油画创作。（邱世同 摄） 与此同时，更多年轻人选择为"情绪价值"买单。在长沙，年轻消费者正成为春节消费的主力军。位于天心区的悦方ID MALL凭借独特的"泛二 次元"生态定位，成为年轻消费者的热门打卡地，泡泡玛特等品牌门店在假期中迎来消费热潮。 "花钱买时间、买品质"让春节的消费清单更 ...

Core Insights - The article highlights the evolving landscape of consumer behavior during the 2026 Spring Festival in China, emphasizing new experiences, trends, and consumption patterns that reflect a shift towards service-oriented spending and enhanced travel experiences [1][5]. New Scenes - The concept of "traveling for the New Year" and "vacation-style celebrations" is gaining popularity, with families opting for travel experiences over traditional gatherings [1]. - In Jiangxi's Lichuan Ancient City, family outings are common, with accommodations fully booked and activities like free oil painting experiences attracting visitors [1][3]. - Young consumers are becoming the main drivers of Spring Festival spending, with unique venues like Yuefang ID MALL in Changsha seeing increased foot traffic [3]. New Trends - There is a noticeable shift from purchasing physical goods to investing in services, as consumers are willing to pay for convenience and quality [4]. - In Chongqing, private chef services are gaining traction, with families finding value in hiring professionals for meal preparation [4]. - The demand for professional cleaning services is also rising, particularly among younger households, indicating a trend towards outsourcing household tasks [4]. New Flow - The Spring Festival is becoming a global cultural event, with China welcoming international tourists through enhanced policies and services [5][7]. - In Hainan, the duty-free shopping during the festival reached 2.07 billion yuan, with 254,000 shoppers participating, showcasing the appeal of Chinese shopping experiences to foreign visitors [5]. - The introduction of visa-free policies for travelers from Canada and the UK has expanded China's "visa-free circle" to 50 countries, further promoting inbound tourism [5][7]. - The National Immigration Administration predicts an average of over 2.05 million travelers entering and exiting the country daily during the holiday, marking a 14.1% increase year-on-year [7].

Core Insights - The article highlights the vibrant consumer landscape during the 2026 Spring Festival, emphasizing new scenes, trends, and flows in Chinese consumption [1] New Scenes - The concept of "traveling for the New Year" and "vacation-style celebrations" is gaining popularity, with families engaging in leisure activities rather than traditional visits [2] - In Fuzhou, the ancient city of Lichuan saw a surge in family tourism, with fully booked accommodations and popular art activities [2][4] - Young consumers are driving the market, with unique venues like Yuefang ID MALL in Changsha attracting significant foot traffic [4] New Trends - There is a shift from purchasing physical goods to services, reflecting an upgrade in consumer demand for convenience and quality [5] - Services such as private chef offerings and professional cleaning are becoming increasingly popular, with a notable rise in demand during the holiday season [5][6] - The pet economy is also expanding, with services like pet boarding and home feeding gaining traction among consumers [6] New Flows - The Spring Festival is becoming a global cultural event, with increased foreign tourist participation and a welcoming environment in China [6][9] - Hainan's duty-free shopping saw significant activity, with sales reaching 2.07 billion yuan and 254,000 shoppers during the holiday period [7] - The introduction of visa-free policies for certain countries is enhancing the attractiveness of China as a travel destination, with predictions of over 2.05 million daily travelers during the holiday, marking a 14.1% increase year-on-year [8][9]

Core Viewpoint - The "door-to-door economy" is evolving from a single form of delivery and takeaway services to a comprehensive service model that covers various life scenarios, driven by the digital economy and consumer upgrades [1][3][4]. Group 1: Market Growth and Trends - The O2O (online-to-offline) market for home chefs in China is projected to grow from 540 million yuan in 2015 to 1.19 billion yuan, with an expected market size of 1.37 billion yuan in 2024, indicating a rising demand for door-to-door services [6]. - The shift from in-store consumption to door-to-door services reflects consumers' increasing desire for time efficiency and quality experiences in a fast-paced lifestyle [4][6]. Group 2: New Employment Opportunities - The rise of the "door-to-door economy" has led to the emergence of new professions, such as home chefs and organizing specialists, which are gaining official recognition and transitioning from informal to structured roles [12]. - The 2022 revision of the "Occupational Classification of the People's Republic of China" officially recognized "organizing specialists" as a new profession, highlighting the growth of this sector [12]. Group 3: Role of Technology and Social Media - The development of the "door-to-door economy" is significantly supported by the internet, which facilitates connections between consumers and service providers through platforms like Douyin, Xiaohongshu, and Meituan [8][9]. - Social media has enabled many service providers to market their offerings effectively, creating a chain from online promotion to offline service delivery [8][9]. Group 4: Professionalization and Specialization - The door-to-door economy is witnessing a trend towards professionalization, with service providers enhancing their skills and adopting a more intellectual approach to their work, moving from physical labor to knowledge-based services [12][14]. - In the pet care sector, the demand for personalized services remains strong, as pet owners prefer dedicated caregivers over automated feeding solutions, emphasizing the need for companionship for pets [13][14]. Group 5: Future Development Directions - Future growth of the "door-to-door economy" will depend on aligning with changing consumer needs, establishing service standards, and creating legal frameworks to regulate the involved parties and services [14].

Core Insights - The rise of "home chef" services reflects the evolving dining preferences and higher living standards among consumers, showcasing the diversity within the restaurant industry [1][5][7] Group 1: Industry Trends - The home chef industry is rapidly growing, driven by increasing consumer demand for high-quality, personalized dining experiences [7] - This service model breaks traditional dining constraints, offering a more personalized and private dining experience directly in consumers' homes [5][7] - The traditional restaurant industry has diversified significantly, accommodating various consumer needs from high-end dining to street food [5][7] Group 2: Individual Success Story - Xu Song, founder of "Nanjing Universal Home Chef," transitioned from a culinary student to a successful home chef, leveraging social media for promotion and customer engagement [3][7] - His journey illustrates the potential for growth and innovation within the home chef sector, as he customizes menus for various events and occasions [3][7] Group 3: Education and Talent Development - New Oriental Culinary School plays a crucial role in preparing students for the industry by providing comprehensive training in culinary skills and restaurant management [8][9] - The school's innovative teaching methods focus on practical skills and adaptability, equipping graduates like Xu Song with the necessary tools to succeed in a competitive market [9]