2026 年作为 "十五五" 开局之年，其春节消费市场展现出消费从功能满足向 "意义与价值" 驱动转型的鲜明特征，理性与感性、悦己与顾家、怀旧与追新在 此实现融合，全国消费相关行业日均销售收入同比增长 13.7%，文旅、餐饮、智能绿色消费等多领域迎来爆发，同时跨区域人员流动量超 28 亿人次，超长 假期大幅提振消费景气度。餐饮、零售、旅游相关收入分别实现 31.2%、39.3%、39.6% 的同比增长，以旧换新政策惠及 2755.6 万人次，智能、绿色、服务 类消费成为市场新增长点。 报告梳理出 2026 春节消费 12 大核心趋势，折射出消费市场的深层变迁：新团圆经济双向奔赴，反向团圆与返乡游同步爆发，下沉市场成为复合型消费场 景；Z 世代掌握家庭消费主导权，成为春节主理人，个性化、创意化融入传统节日消费；面子消费退潮，"心价比" 成为关键，消费者更注重消费的情绪疗愈 与情感满足；本地文化崛起成为消费新引擎，非遗体验、土特产 IP 化深受青睐；以旧换新政策推动品质觉醒，三四线及县域市场换新需求增速超一线城 市，智能绿色产品成首选；服务消费全面井喷，"花钱买时间" 成主流，上门经济、宠物托管等服务需求激增；即 ...

2026年马年春节假期收官，作为观察中国经济活力的重要窗口，今年新春消费市场呈现出"科技感拉 满、文旅势头强劲、线上线下（300959）融合"的鲜明特征，与"十五五"规划建议中"大力提振消费""培 育新型消费"的导向形成精准呼应。 从春晚舞台上完成高空翻转的人形机器人，到千家万户中"一句话下单"的AI消费助手；从景区里一机难 求的机器人租赁服务，到下沉市场爆发式增长的AI预订订单，前沿科技正以润物细无声的姿态融入团 圆场景。 机器人、AI服务等新兴消费领域，更是涌现出数倍乃至数十倍的增长奇迹。这场新春消费热潮，不仅 点亮了万家灯火的幸福年味，更勾勒出"十五五"时期中国经济高质量发展的新动能与新图景。 机器人"一机难求"，黄金"吸粉"年轻人 "除夕当晚，单价近63万元的银河通用G1工业机器人上架几分钟就售罄，宇树科技、松延动力、魔法原 子等品牌的消费级产品也被抢购一空。"京东平台相关负责人表示，春晚开播两小时内，平台机器人搜 索量环比增长超300%，客服咨询量增长460%，新增订单覆盖全国超100座城市。 2026年马年春节，机器人彻底告别"实验室展品"身份，成为消费市场最忙碌的"新宠"，线上抢购火爆与 线下租 ...

Group 1 - The event "Roots in Liaoning" gathered around 200 Liaoning natives from 38 countries and regions, focusing on themes of connection, return, and win-win cooperation [1][2] - Liaoning aims to leverage its rich industrial foundation, abundant scientific and educational resources, and unique open regional position to enhance its development, with a focus on cultivating new productive forces and optimizing the business environment by 2026 [2] - The event featured a themed exhibition showcasing local delicacies and geographical signature products, highlighting the development potential of Liaoning's characteristic industries [2] Group 2 - The event serves as a new starting point for consolidating global Liaoning resources, with plans to establish a regular communication mechanism and an online-offline contact platform to facilitate cooperation and project tracking [4] - Liaoning is committed to creating the best business environment to instill confidence in global Liaoning natives for returning to develop their hometown, ensuring that every Liaoning person becomes a participant, builder, and beneficiary of local revitalization [4]

Core Viewpoint - The upcoming Spring Festival is driving a surge in consumer activity across various regions in China, with significant efforts from local governments and businesses to facilitate and enhance the festive shopping experience [1][2] Group 1: Consumer Activity and Events - Various localities are organizing Spring Festival markets and events to cater to consumer demand, including special sales in shopping malls, pedestrian streets, and community parks [1] - The Ministry of Commerce and nine other departments have launched the "2026 'Shop for Spring' Special Activity Plan," which includes a series of initiatives to promote consumption in areas such as food, accommodation, travel, and shopping [1] Group 2: Regional Highlights - In Anhui Huainan, the Spring Festival market is bustling with local specialties like Huainan beef soup and Dagongshan tofu attracting many consumers [1] - The "Taihang Spring City New Year Goods Festival" in Hebei Xingtai offers a local shopping experience for residents [1] - Jiangsu Lianyungang's agricultural fair showcases over 300 local products and features a "cloud shopping" live broadcast [1] - Shandong Leiling's Yellow River Market is also experiencing a lively atmosphere with vendors enjoying good business [1] Group 3: Airport Markets - In Shenyang and Jinan, New Year markets have been set up in airport terminals, featuring over 50 types of local fruits and products, enhancing the travel experience for returning passengers [2] - The interactive experience at these airport markets allows travelers to purchase festive goods conveniently while enjoying the holiday atmosphere [2]

Core Viewpoint - The fourth New Fa Di New Year Goods Festival, themed "Qiji Sending Blessings, New Year Welcoming," has commenced and will last until February 13, aiming to ensure stable supply and prices for the capital's food market [1] Group 1: Event Overview - The festival features a "main venue + sub-venues" grid service model, facilitating both online and offline purchasing scenarios [1] - Offline direct supply vehicles are deployed to multiple communities in Fengtai, Daxing, Haidian, and Chaoyang [1] - Online promotions are conducted through live streaming and group buying platforms, in collaboration with logistics companies for efficient delivery [1] Group 2: Supply Assurance - Over 2,000 merchants will remain on-site during the Spring Festival to ensure continuous operation [1] - The daily supply of vegetables in the market is stable at approximately 22,000 tons, while fruit supply is around 13,000 tons [1] - Sufficient reserves of staple agricultural products such as potatoes, onions, and cabbages have been prepared to comprehensively guarantee market supply during the holiday [1]

Core Insights - The report from the consumption platform "What Worth Buying" indicates that this year's New Year consumption is showcasing unprecedented diversity and personalization, with consumers making autonomous decisions based on personal preferences and lifestyles, fulfilling both practical needs and emotional significance [1] Group 1: Consumer Trends - The New Year period is traditionally a key time for consumers to upgrade large appliances such as electronics and home appliances, with the new round of national subsidy policies boosting digital and appliance consumption [1] - During the New Year shopping festival (January 15 to 25), the GMV related to national subsidies increased by 36.43% year-on-year, with refrigerators and air conditioners being the most benefited categories [1] - The dining experience for the New Year is becoming richer, blending traditional flavors with global delicacies, as evidenced by the significant year-on-year GMV growth of specific food items like Xizhou honey Hami melon (215.76%), Dandong strawberries (87.43%), and Yunnan blueberries (23.34%) [1] Group 2: Shifts in Consumption Logic - In the beverage sector, consumer preferences are shifting towards healthier options, with keywords such as sugar-free, high-calcium, low-fat, and high-protein becoming prominent, indicating a move from abundance to quality in food choices [1] - Pet-related consumption has reached new heights during the New Year shopping festival, with GMV for pet clothing, grooming, and toys increasing by 115.60%, 40.35%, and 18.51% year-on-year, respectively [2] - The extended Spring Festival holiday has led to a shift in consumer behavior, with more families opting for travel instead of traditional home celebrations, resulting in significant year-on-year GMV growth for flights (39.28%) and hotels (11.78%) [2] Group 3: Evolving Consumer Behavior - The head of the e-commerce operations center at "What Worth Buying" noted that current New Year consumption reflects unprecedented diversity, moving away from traditional norms to individual expressions of celebration [3] - The transformation from collective rituals to individual expressions in New Year consumption is not a dissolution of traditional customs but rather a natural extension of the holiday's meaning in contemporary life, with personal interests driving a profound change in the reasons behind purchases [3]

Core Viewpoint - The event "Liaoning Agricultural Products New Year Goods Purchase" aims to promote local agricultural products and enhance their brand influence through a series of consumer activities from January 24 to March 31, 2024 [1][2]. Group 1: Event Overview - The event is organized by the Provincial Department of Agriculture and Rural Affairs, with support from local agricultural departments, featuring 34 consumer promotion activities across the province [2][4]. - Activities include New Year goods fairs, large pot tastings, winter fishing events, and product selection conferences, designed to engage consumers and promote local specialties [2][4]. Group 2: Product Showcase - Over 2,000 square meters of exhibition space will showcase high-quality agricultural products from 14 cities, including specialties like Shenyang sweet potatoes, Dalian sea cucumbers, and Anshan sauerkraut [2][3]. - The event highlights 25 unique local industries through a photographic exhibition, emphasizing the advantages and characteristics of these products [3]. Group 3: Innovative Marketing Strategies - The event employs a "provincial linkage + cross-industry collaboration + online interaction" model to enhance outreach and engagement [5]. - Plans include showcasing products at major transportation hubs like airports and train stations, as well as in key commercial areas, to stimulate consumer interest and sales [5].

Core Viewpoint - The launch of the "Liaoning Agricultural Products New Year Goods Purchase" event aims to stimulate consumer spending and promote local agricultural products in Liaoning province, running from January 24 to March 31 [1][2]. Group 1: Event Overview - The event features numerous booths showcasing high-quality local agricultural products, creating a one-stop shopping experience for consumers [1]. - A total of 34 promotional activities will be organized, including product exhibitions, tasting events, and online interactions to enhance consumer engagement [1][2]. Group 2: Marketing and Promotion Strategies - Liaoning's agricultural products will be promoted in key locations such as Shenyang Taoxian International Airport and major train stations, as well as through pop-up events in supermarkets and community areas [2]. - Collaboration with financial institutions and logistics companies will provide benefits like express delivery coupons and gifts for online orders, enhancing the sales platform for agricultural products [2]. Group 3: Brand Promotion - Representatives from 14 cities in Liaoning introduced their local specialties in an interactive format during the launch ceremony, aiming to increase brand awareness [2]. - A visual exhibition of 25 local specialty industries was presented, highlighting the advantages and characteristics of Liaoning's agricultural products [2].

Core Viewpoint - Rural revitalization is considered the foundational support and key link for the comprehensive revitalization of Liaoning province, with a focus on transforming agriculture into an efficient and profitable industry [1] Group 1: Agricultural Innovation - Emphasis on accelerating seed industry innovation and strengthening the deep integration of production, education, and research led by enterprises, ensuring that companies maintain their primary role in technological innovation [1] - The need to cultivate and grow leading agricultural technology enterprises to enhance their independent innovation capabilities [1] - Systematic deployment of tasks related to variety cultivation, soil quality improvement, and agricultural machinery research and development to establish a robust technological platform [1] Group 2: Regional Advantages and Differentiated Development - The importance of leveraging regional advantages to layout industries according to local conditions, achieving differentiated development [1] - Focus on key aspects of "variety, quality, and brand" for specialty products such as Dandong strawberries and Dalian cherries, promoting standardized production [1] Group 3: New Cultivation Models - Strong promotion of new cultivation models, particularly dense planting methods, which offer advantages such as labor-saving, time-saving, and ease of mechanization [1]

Core Viewpoint - Rural revitalization is considered the foundational support and key link for the comprehensive revitalization of Liaoning province, with a focus on transforming agriculture into an efficient and profitable industry [1] Group 1: Agricultural Innovation - Accelerating seed industry innovation is essential, emphasizing deep integration of production, education, and research led by enterprises to ensure their role as the main body of technological innovation [1] - There is a need to systematically deploy tasks related to variety cultivation, soil quality improvement, and agricultural machinery development to establish a robust technological platform [1] - The conversion of research results should actively engage researchers and relevant stakeholders, promoting the development of various agricultural technology social service organizations to enhance the agricultural innovation ecosystem [1] Group 2: Regional Advantages and Differentiated Development - It is important to leverage regional advantages and implement industry layouts tailored to local conditions for differentiated development [1] - Specialty products such as Dandong strawberries and Dalian cherries should focus on the three key aspects of "variety, quality, and brand" to promote standardized production [1] Group 3: New Cultivation Models - There is a strong emphasis on developing new cultivation models, particularly dense planting methods, which offer advantages such as labor-saving, time efficiency, and ease of mechanization [1]