Group 1 - Douyin Life Services reported significant consumer activity during the 2026 New Year's holiday, with various sectors such as supermarket shopping, cross-city travel, and experiential consumption showing strong performance [1] - Supermarket coupon sales on the Douyin platform increased by 164% year-on-year, while sales in clothing and jewelry categories rose by 147% and 109% respectively [1] - The tourism market saw notable growth, with hotel and guesthouse sales up by 93% and 97% year-on-year, and attraction ticket sales increasing by 46% [1] - Winter-themed experiences gained traction, with ski resort group purchases rising by 70% and hot spring-related consumption increasing by 52% [1] - Restaurant consumption remained stable, with significant sales in hot pot, chicken pot, grilled fish, Peking duck, and spicy hot pot, while buffet group purchases surged by 94% [1] - Unique offline consumption experiences, characterized by immersion and interactivity, were highly sought after, with the new "social currency" concept "Pin Dou" seeing a staggering 1461% increase in group sales [1] Group 2 - Cities such as Shanghai, Zhengzhou, Fuzhou, Chengdu, Wuhan, Guangzhou, Hangzhou, Beijing, Nanjing, and Changsha exhibited high local consumption activity on the Douyin platform [2] - Popular attractions on Douyin included Wansui Mountain Wuxia City, Yuntai Mountain Scenic Area, Chengdu Lantern Festival, Suzhou Yangcheng Lake Paradise, Harbin Ice and Snow World, and others, indicating strong interest in these destinations [2]

Core Insights - Urban consumption vitality was fully released during the New Year period, with cities like Shanghai, Nanjing, and Changsha showcasing strong local consumption activity [1][8] - Diverse consumption experiences, including shopping, cross-city travel, and winter activities, saw significant growth, indicating a robust experience economy [1][3] Consumption Trends - Supermarket shopping and cross-city tourism were popular, with supermarket coupon sales on Douyin increasing by 164% year-on-year, and sales of clothing and jewelry rising by 147% and 109% respectively [3] - The pet care sector also saw a notable increase, with pet grooming services growing by 63% [3] Travel and Accommodation - The travel market was vibrant, with hotel and guesthouse sales increasing by 93% and 97% year-on-year, respectively, and attraction ticket sales rising by 46% [3] - The "Heartfelt List" of hotels saw a 71% increase in sales and an 85% increase in order volume from December 19 to January 1 [3] Experience Economy - The offline experience economy became a new highlight, with "Pindou" handcraft experiences seeing a staggering 1461% increase in sales on Douyin [6] - Theme park visits and pottery experiences also gained popularity, with sales increasing by 106% and 99% respectively [6] Food Consumption - Food consumption remained a key focus during the holiday, with hot pot, chicken pot, grilled fish, and other dishes being particularly favored, and buffet sales increasing by 94% year-on-year [4] Regional Highlights - Cities such as Shanghai, Zhengzhou, Fuzhou, Chengdu, Wuhan, Guangzhou, Hangzhou, Beijing, Nanjing, and Changsha demonstrated strong local consumption vitality during the New Year holiday [8] - Hainan experienced a tourism surge, attracting visitors with its unique climate and travel resources, leading to high demand for group purchases of scenic area tickets and travel packages [8]

Group 1 - The core viewpoint highlights a significant increase in consumer spending during the upcoming National Day and Mid-Autumn Festival holidays, with various sectors experiencing substantial growth in sales and orders [1][4][5] - The group buying sales for clothing and home goods have doubled, with year-on-year increases of 198% and 152% respectively, indicating a strong demand for quality consumption [4][5] - The accommodation sector, particularly in lower-tier cities, has seen a 47% increase in orders, showcasing the vitality of the holiday economy in these regions [5][6] Group 2 - Local cuisine sales have surged, with overall group buying sales for regional dishes increasing by 45%, and specific cuisines like Yunnan-Guizhou cuisine seeing a remarkable 102% growth [2][4] - The demand for outdoor leisure activities, such as camping, has risen by 44%, while cultural experiences like traditional makeup services have grown by 49% [4][6] - Major cities like Shanghai, Zhengzhou, and Beijing are leading in merchant order volumes, indicating a robust online-to-offline consumption trend [7]