热点追踪丨春节消费新趋势，一组数据带你感受 非遗、科技、冰雪成为"年味"新风尚 马年春晚舞台上，人形机器人舞剑弄棍、单腿后空翻、与人比武等画面引发消费者对科技类产品的关注。春节假期期间，科技类产品 成为消费热门，销售增速显著。 今年春节，非遗体验消费从"打卡式"向"沉浸式"转变，成为游客深度解锁年味、感受传统文化魅力的重要方式。去潮汕看烧火龙、去 自贡看花灯、去蔚县学剪纸、去胶东吃花饽饽……这些互动性强、场景感十足的非遗项目打造出精彩纷呈的新春文化盛宴，吸引众多 年轻游客前往体验。 刚刚结束的春节长假，神州大地人潮如织，消费市场人气旺盛。新场景、新风尚、新亮点不断涌现。 新春文旅市场解锁新场景 今年春节，9天假期不仅让人们有了更充裕的时间阖家团圆，也催生了"分段式过年"这一新方式。许多人优先安排家庭团聚，在除夕和 初一守岁迎新后，再与家人共同踏上新年旅程。除了"分段式过年"，"反向过年"也成为今年春节一道特别的风景。"接父母来工作的城 市一起团圆"，成为越来越多家庭的做法，这进一步带动文旅消费升温。 今年春节，不少外国游客选择到中国过年，感受中国传统文化。从一线城市到特色目的地，从经典打卡到文化沉浸，外国游客 ...

第25届冬奥会在意大利落下帷幕。中国冰雪健儿再次呈现了中国冰雪竞技的上升势头。 此次冬奥横跨四大赛区、八个举办地，史上"最散装"奥运因数字转播与虚拟交互技术的迭代，有力消弭 了地理跨度，营造出"沉浸式"观赛体验。加之这是中国境外冬奥参赛项目数量最大、项目最全的一届， 直接推高了收视率与关注度。 中国选手 王梓阳在米兰冬奥会单板滑雪男子U型场地技巧（U池）决赛中（图片来源：新华社、中国体育图片） 与此同时，中国观众的关注焦点也在发生变化——从单纯的"金牌热点"延伸到对项目技巧与文化的深入 探寻。自由式滑雪、高山滑雪、单板滑雪等高观赏性、技术含量高的项目收视黏性明显增强。由此可 见，大众对冰雪运动的兴趣正趋向专业化鉴赏，冰雪文化也在不断渗入消费者的认知与审美。 当圣火熄灭，热度并未在镜头转场后冷却。从北京到米兰，冬奥成为冰雪经济的加速器，滑雪旅游、培 训、装备消费全面增长。冰雪运动正从季节性项目，成长为全年可参与的大众运动。 "消费共振"跨越万里，2026年米兰冬奥会不仅是竞技舞台，也是中国冰雪消费升级的最佳"T 台"。支撑 这一"米兰效应"的，正是中国已然成型的万亿级冰雪产业。 据国家体育总局冬季运动管理中心发 ...

刚刚结束的春节长假，神州大地人潮如织，消费市场人气旺盛。新场景、新风尚、新亮点不断涌现。 新春文旅市场解锁新场景 今年春节，9天假期不仅让人们有了更充裕的时间阖家团圆，也催生了"分段式过年"这一新方式。许多人优先安排家庭团聚，在除夕和初一守岁迎新后， 再与家人共同踏上新年旅程。除了"分段式过年"，"反向过年"也成为今年春节一道特别的风景。"接父母来工作的城市一起团圆"，成为越来越多家庭的做 法，这进一步带动文旅消费升温。 春节期间反向飞往"北上广深" 旅客中18%为50岁以上人群 其中 60岁 及以上旅客同比增长超一成 除夕前一日 (2月15日) "北上广深"酒店 60岁 以上旅客入住量 较2月14日大涨 6 与2025年春节假期首日相比增长 54% "到中国过春节"成为新风市 春节期间 在华游玩时长4-7天的外国游客 人数同比增长了 停留7天以上的外国游客人数 同比增长了 今年春节，不少外国游客选择到中国过年，感受中国传统文化。从一线城市到特色目的地，从经典打卡到文化沉浸，外国游客纷纷来中国开启"寻找年味 儿"之旅。北京针对外国游客推出10条精品"入境游"线路，串联天坛、鼓楼等热门景点，外国游客可以观赏非遗 ...

户外运动热度持续增长，穿搭和"出片儿"竟是幕后推手？ 过去一年，社媒平台超36亿的搜索量级和1亿篇笔记内容，印证了全民户外热潮的兴起。在去年9月至11 月的户外运动话题互动中，公路骑行、城市慢跑、亲子滑雪三大场景脱颖而出。 公路骑行引领"破风美学" 城市慢跑话题总浏览量紧随公路骑行之后。跑友热衷于探索城市中的宝藏跑步路线，公园、河岸、特色 街区等场景成为分享焦点，将运动与城市漫游深度结合，形成独特的城市运动生态。 热门笔记中，"故宫沿线城市慢跑"凭借文化场景与运动的融合收获5.58万预估阅读数，"阴天Cityrun"记 录了特定天气下坚持运动，展现自律生活态度，阅读数突破5万。 有趣的是，创作群体呈现鲜明特色，穿搭打扮类博主占比高达92.22%，头部KOL贡献了超六成内容， 而女性创作者占比达到96%。"城市""打卡""治愈"等关键词，让慢跑从单纯的健身运动升级为探索城 市、记录生活的休闲方式。 亲子滑雪打造家庭冬季记忆 作为冬季热门场景，亲子滑雪成为家庭户外首选，经验分享与地点推荐是人们关注的核心内容，装备选 购、分龄建议等细致攻略受到好评。冬日里，相关内容的发布量与互动量持续攀升，真实故事与目的地 推荐类 ...

Core Viewpoint - The express delivery industry is experiencing a peak in business volume due to the "New Year goods" market, with significant growth in logistics and cross-border delivery services, enhancing consumer access to global products [1][4]. Group 1: Express Delivery Volume and Trends - From February 2 to February 8, the national express delivery volume reached approximately 4.686 billion packages, reflecting a month-on-month increase of 3.19%, with an average daily volume of nearly 670 million packages [1]. - The peak season for express delivery is driven by the demand for New Year goods, with a notable increase in the volume of imported fruits, particularly Chilean cherries, which saw an increase from 10,000 containers last year to over 17,000 containers this year [2][3]. Group 2: Cross-Border Logistics and Domestic Delivery - Efficient collaboration between cross-border logistics and domestic delivery has enabled a seamless flow of global products into consumers' New Year shopping lists, with significant increases in the import of seafood and flowers from countries like Bangladesh and Pakistan [4]. - The logistics network has been optimized to ensure rapid delivery, with "same-day delivery" becoming standard for major regions, and "next-day delivery" for others, thanks to advanced cold chain logistics [3][4]. Group 3: Regional Developments and Innovations - The western regions of China are increasingly integrated into the "free shipping zone," with a 35% year-on-year increase in the volume of ski-related equipment deliveries in Urumqi, Xinjiang [5][6]. - New logistics models, such as centralized shipping, have improved efficiency and reduced costs, with a 60% improvement in service time for deliveries to Xinjiang during the peak season [5]. Group 4: Consumer Electronics and Policy Support - The introduction of new subsidy policies has boosted the demand for electronic goods, with a 30% increase in orders for home appliances and a 68% increase in digital product orders in January [9][10]. - The total sales from the old-for-new appliance program reached 2.971 billion yuan, with 6.813 million home appliances exchanged, indicating a strong consumer response to the policy [9][10]. Group 5: Holiday Logistics and Service Continuity - During the Spring Festival, major express companies have committed to maintaining service continuity, ensuring that essential deliveries are met despite potential disruptions due to holiday travel and weather conditions [12]. - After the holiday, a rapid recovery in delivery service demand is expected, with companies preparing to restore operations to normal levels quickly [13].

Core Insights - The express delivery industry is experiencing a peak in business volume due to the "New Year goods" season, with approximately 4.686 billion packages delivered nationwide from February 2 to February 8, marking a 3.19% increase compared to the previous period [1] Group 1: Cross-Border Logistics and Domestic Delivery - Efficient collaboration between cross-border logistics and domestic delivery has allowed global products to enter consumers' New Year shopping lists, with significant increases in the volume of imported fruits like Chilean cherries [2][3] - The logistics network has enabled rapid delivery, with cherries arriving in China within a day of order placement, showcasing the effectiveness of the "warehouse-to-transit" model [3] Group 2: Regional Developments in Logistics - The western regions of China are becoming part of the "free shipping zone," with a notable increase in the delivery of agricultural and industrial products, particularly in Xinjiang, where the volume of ski-related equipment has surged by over 35% year-on-year [5][7] - Enhanced logistics capabilities in regions like Gansu and Yunnan are facilitating the rapid movement of local specialties, with a projected 26% increase in cargo volume at the Kunming transit center during the New Year period [8] Group 3: Consumer Electronics and Policy Support - The introduction of new subsidy policies has led to a surge in demand for electronic goods, with a 30% increase in orders for home appliance delivery and installation services since January [9][10] - The total sales of home appliances and digital products during the New Year season have significantly contributed to the overall growth of the express delivery business, with over 6.813 million home appliances sold under the old-for-new policy [10][11] Group 4: Logistics Service Continuity During Holidays - The express delivery sector is preparing for a surge in demand during the Spring Festival, with major companies like China Post and SF Express committing to maintain service availability throughout the holiday period [13] - Companies are implementing measures to ensure the well-being of delivery personnel while managing the expected fluctuations in service demand during the holiday season [13]

1月中下旬起，快递进入"年货时间"。随着年味渐浓，买年货、寄年礼，红火的年货市场驱动快递业务 量迎来一波高峰。国家邮政局数据显示，2月2日至2月8日，全国快递业务量约46.86亿件，环比增长 3.19%，日均件量近6.7亿件。 一件件快速流动的"年味包裹"，衔接供需、传递温情。年货产品如何在庞大的快递物流网上流动？从中 能感受到今年年货消费市场的哪些新变化？临近春节，记者进行了探访。 晨光初露，顺丰快递员康虹山已经忙碌起来。套上特制冰袋、放入快递纸箱、贴上电子面单……一箱箱 浑圆饱满、色泽鲜红的智利车厘子堆成小山，整装待发。 这个年货季，内外两张物流网深度对接，让更多全球好物进入消费者的年货清单。 "这几箱空运到黑龙江，今天下单，明天就能到。"康虹山告诉记者，最近进入业务高峰，每天要打包 200多箱车厘子，集中发往江浙沪和北方多省份。 进入1月以来，圆通航空接连从孟加拉国、巴基斯坦等国，直飞浙江杭州、云南昆明，将来自印度洋的 海鲜运抵国内； 这里是华东地区规模最大的果品集散中心——浙江嘉兴水果市场。进入年货旺季，以车厘子为主力，进 口水果寄递迎来年度高峰。去年年货季，嘉兴水果市场车厘子进口柜量约1万柜，而今年 ...

"8年前第一次在东北莲花山雪场，我连初级道都吓得腿软。谁曾想后来我还在2022年北京冬奥会延庆高 山回转赛段当NTO（技术官员），而现在，我们南大雪刃队能在全国商学院滑雪赛上和北大掰手 腕！"李艳翻着手机里的比赛照片，眼神里满是自豪。 "南方小土豆"的逆袭 "成为冬奥NTO的门槛不低，需要6年以上滑雪经验和专业指导员证书，我当时考了指导员证，才有幸参 与其中。"李艳回忆，冬奥赛场的专业氛围让她震撼："赛道是冰状雪，撒着薄薄一层雪粉，坚硬的雪面 才能支撑专业远动员的高速转向，而这样的专业场景，那时在江苏想都不敢想。"但更让她触动的是"三 亿人上冰雪"的愿景，当看到来自全国各地的志愿者、运动员为冰雪运动全力以赴，她暗下决心，要把 这份热情带回江苏，让南方人也能在家门口感受冰雪魅力。 冬奥结束后，李艳的推广之路逐渐起步。2025年10月，从戈壁徒步归来的她发现，北大、清华等北方高 校早已拥有成熟的滑雪俱乐部，而南大的滑雪爱好者还处于"散兵游勇"状态。恰逢首届工商大师杯挑战 赛即将开赛，她紧急招募队员，组建起还未正式成立的南大雪刃队。"当时想着能完赛就好，毕竟北方 院校有天然雪场优势，我们这些'南方小土豆'连常态化训 ...

Group 1 - The core consumption trend for the upcoming Spring Festival reflects a more relaxed and pragmatic approach, with consumers focusing on "just right" items rather than excessive stocking [1] - The popularity of "experiential" goods, particularly in the ice and snow sports category, has surged, driven by the ongoing enthusiasm from the Winter Olympics and the rise of ice and snow tourism during the holiday [1][3] - The "Guochao" fashion trend continues to thrive, integrating traditional cultural elements into modern attire, catering to consumers' desire for festive yet understated outfits [3] Group 2 - The shift towards "light socializing" and "self-reward consumption" is evident, with consumers prioritizing quality and uniqueness in snacks and beverages, favoring imported snacks, specialty coffee, and unique alcoholic drinks for intimate gatherings or personal enjoyment [3] - The purchasing behavior for clothing has evolved, with consumers opting for versatile, high-quality "popular items" that can be worn beyond the New Year, extending the festive joy throughout the season [3] - Consumers are increasingly seeking value in their purchases, balancing brand quality with affordability, as seen in platforms like Vipshop, which emphasizes straightforward discount rules and focuses on popular, market-validated products [5] Group 3 - The scarcity of certain products, such as limited editions of high-demand items like Feitian Moutai, creates unique consumption excitement during the final shopping phase of the New Year [5] - The overall sentiment emphasizes that the essence of purchasing New Year goods is about meaningful choices rather than excessive accumulation, encouraging consumers to select items they truly appreciate and will use [7]

Core Viewpoint - Anta Group announced a cash acquisition of approximately €1.506 billion for a 29.06% stake in Puma, making it the largest shareholder of the brand, which has a significant historical presence in the global sports market [2][26]. Group 1: Acquisition Strategy - The acquisition of Puma marks Anta's first major purchase in 2026 and the sixteenth acquisition in nearly two decades, following brands like FILA and Amer Sports [2][26]. - Despite Puma's recent performance struggles, it retains high brand recognition and established distribution networks in Europe and North America, providing Anta with a competitive edge against Nike and Adidas [2][26]. - Anta's strategy reflects a shift towards external brand acquisitions as a growth engine, aiming to expand its market presence beyond outdoor sports into mainstream athletic fashion [3][27]. Group 2: Historical Context of Acquisitions - Anta's acquisition journey began in 2009 with the purchase of FILA's China operations for ¥332 million, transforming it into a high-end fashion sports brand [28][30]. - Within five years, FILA's revenue in China surged from under ¥200 million to over ¥10 billion, contributing significantly to Anta's profits [30][31]. - The company has since expanded its portfolio to include various brands, achieving a combined revenue exceeding ¥100 billion in 2024, surpassing Adidas to become the third-largest sportswear company globally [31][32]. Group 3: Market Dynamics and Challenges - The Chinese sportswear market is transitioning from growth to competition, necessitating new strategies for Anta to maintain its leadership position [9][32]. - The global sports goods industry is dominated by entrenched players like Nike and Adidas, creating high barriers for new entrants like Anta, which seeks to leverage acquisitions to gain market share [9][32]. - Anta's reliance on acquisitions has led to a strategic inertia, where the company continuously seeks the next successful brand like FILA to drive growth [10][33]. Group 4: Financial Performance and Brand Management - Anta's main brand has seen a decline in growth, with retail sales experiencing a slight decrease and revenue contribution dropping to 44% by mid-2025 [13][35]. - The growth rates of acquired brands like FILA are slowing, with a reported 6.1% increase in 2024, indicating potential challenges in sustaining high growth [15][37]. - The complexity of managing multiple brands has increased, with over ten core brands under Anta's umbrella, each requiring distinct strategies and resources [16][38]. Group 5: Future Outlook and Strategic Questions - Anta's founder, Ding Shizhong, has posed critical questions regarding the company's future, emphasizing the need for a differentiated multi-brand strategy to create shareholder value [20][41]. - The acquisition strategy includes "buying low" during market downturns, maintaining control without full ownership, and allowing acquired brands to operate independently while providing strategic support [43][44]. - The recent acquisition of Puma, while expanding Anta's brand portfolio, raises questions about how to effectively manage and differentiate between similar brands like FILA and Puma [39][40].