2026马年春节，"反向过年"不再是小众选择，而是成为撬动城乡消费、重构出行格局的核心力量。 滴滴出行数据显示，三线及以下城市异地打车订单较平日暴涨95%，常驻低线城市的55岁以上用户在一 线及新一线城市的异地打车订单日均同比上涨45%，一线城市打车订单涨幅创近年春节新高。 90后刘欣（化名）告诉《中国经营报》记者，大年初一上午，她和家人遵循当地传统给亲朋好友拜年； 初一下午，她就和老公带着两个孩子前往附近的省会城市，准备带孩子逛逛动物园和游乐场。 这场由年轻一代主导的"双向奔赴"，不仅让团圆突破了地理的桎梏，更催生出"反向过年"经济的全面崛 起，推动春节消费从"礼品经济"向"体验经济"深度转型。 代际变迁撬动消费转型 "反向过年"经济的崛起，本质是中国家庭经济权力结构与代际观念变迁的经济映射。这场由年轻一代主 导的团圆方式变革，正推动春节消费从"物质馈赠"向"共同体验"深度转型，餐饮、文旅、本地生活服务 等体验类消费成为春节消费市场的主力军。 马年春节的出行市场，彻底打破了传统"单向返乡"的潮汐特征，呈现出低线城市返乡潮与一线城市迎亲 潮交织的双向流动格局，带动城乡出行消费同步升温。 滴滴数据显示，春节期间 ...

流动中国年味浓，人们"马"不停蹄奔向团圆。滴滴出行数据显示，"双向奔赴"成2026年春节出行新看点，三线及以下城市异地打车（非常驻地打车）订单 相比平日上涨95%，"反向过年"带动一线城市打车订单涨幅创新高。"中国年"激发来华旅游热情高涨，假期入境用户的打车订单量同比增长74%。 滴滴上线多重奖励，并在春运及春节部分出行高峰时段试行上线司机服务费，和司机师傅们共同保障春节用车需求。在各地主管部门的支持与指导下，滴 滴在北京、泉州等地组建春运场站保障车队，作为公共交通运力的重要补充，为返乡与返程旅客提供安全、便捷、有序的出行服务。 低线城市异地打车上涨95%"反向过年"助力春节团圆"双向奔赴" 春节期间，返乡打车需求依旧旺盛，三线及以下城市异地打车订单相比平日上涨95%，距离阻挡不了回家的热情，100公里以上远距离订单量相比平日上 涨43%。 返乡出行带动下，重庆市垫江县、江苏省沛县等地打车订单同比分别增长43%、21%。为了更好地服务区县城市，滴滴在下沉市场联合代理商，根据各地 区实际情况，优化区县维度的出行体验，提升乘客的打车需求，助力县域经济发展。截至目前，滴滴授权代理商覆盖全国 25个省/自治区，北至哈 ...

流动中国年味浓，人们"马"不停蹄奔向团圆。滴滴出行数据显示，"双向奔赴"成2026年春节出行新看 点，三线及以下城市异地打车(非常驻地打车)订单相比平日上涨95%，"反向过年"带动一线城市打车订 单涨幅创新高。"中国年"激发来华旅游热情高涨，假期入境用户的打车订单量同比增长74%。 滴滴上线多重奖励，并在春运及春节部分出行高峰时段试行上线司机服务费，和司机师傅们共同保障春 节用车需求。在各地主管部门的支持与指导下，滴滴在北京、泉州等地组建春运场站保障车队，作为公 共交通运力的重要补充，为返乡与返程旅客提供安全、便捷、有序的出行服务。 低线城市异地打车上涨95%"反向过年"助力春节团圆"双向奔赴" 春节期间，返乡打车需求依旧旺盛，三线及以下城市异地打车订单相比平日上涨95%，距离阻挡不了回 家的热情，100公里以上远距离订单量相比平日上涨43%。 返乡出行带动下，重庆市垫江县、江苏省沛县等地打车订单同比分别增长43%、21%。为了更好地服务 区县城市，滴滴在下沉市场联合代理商，根据各地区实际情况，优化区县维度的出行体验，提升乘客的 打车需求，助力县域经济发展。截至目前，滴滴授权代理商覆盖全国25个省/自治区，北 ...

新京报贝壳财经讯（记者陈维城）2月24日，滴滴出行数据显示，"双向奔赴"成为2026年春节出行新看 点，三线及以下城市异地打车（非常驻地打车）订单相比平日上涨95%，"反向过年"带动一线城市打车 订单涨幅创新高。"中国年"激发来华旅游热情高涨，假期入境用户的打车订单量同比增长74%。 春节期间，100公里以上远距离订单量相比平日上涨43%。返乡出行带动下，重庆市垫江县、江苏省沛 县等地打车订单同比分别增长43%、21%。常驻三线及以下城市的55岁以上用户在一线及新一线城市的 异地打车订单日均同比上涨45%。 与此同时，由于亲友同行需求多，呼叫六座车的需求较平日上涨141%。餐饮场所和访友探亲成为假期 最常见的用车场景，打车需求分别占比15%和11%。2月17日（正月初一），用滴滴打车访友探亲的订 单同比上涨12%。2月19日—2月21日（正月初三至初五）是使用滴滴打车前往旅游景点的高峰期，打车 需求同比上涨42%。其中，海滩度假、非遗探寻成为主要出游趋势，春节期间前往海滩海岛和非遗景点 的日均打车需求同比分别上涨41%和19%。 此外，用滴滴打车去灯会现场的需求较平日上涨135%。逛庙会的滴滴打车需求比平日上 ...

流动中国年味浓，人们"马"不停蹄奔向团圆。滴滴出行数据显示，"双向奔赴"成2026年春节出行新看点，三线及以下城市异地打车（非常驻地打车）订单相 比平日上涨95%，"反向过年"带动一线城市打车订单涨幅创新高。"中国年"激发来华旅游热情高涨，假期入境用户的打车订单量同比增长74%。 "史上最长春节"带来租车热潮，滴滴租车数据显示，春节租车订单量较去年增长80%，平均租期超6天，前五热门取车城市依次是广州、深圳、北京、成 都、昆明。 返乡出行带动下，重庆市垫江县、江苏省沛县等地打车订单同比分别增长43%、21%。为了更好地服务区县城市，滴滴在下沉市场联合代理商，根据各地区 实际情况，优化区县维度的出行体验，提升乘客的打车需求，助力县域经济发展。截至目前，滴滴授权代理商覆盖全国 25个省/自治区，北至哈尔滨阿城， 南抵海南乐东，西达新疆喀什，东及黑龙江鸡西，织密了县域出行网络。 "反向过年"助力今年春节团圆叙事的"双向迁徙"，常驻三线及以下城市的55岁以上用户在一线及新一线城市的异地打车订单日均同比上涨45%。反向过年与 假期出游叠加作用下，一线城市春节打车需求旺盛，创近年春节打车涨幅新高，其中异地打车订单日均同比 ...

跨境与出境游出行同样迎来强势复苏。受惠于过境免签政策持续优化，春节期间入境用户的打车订单量 同比大幅增长74%，其中来自韩国、俄罗斯、马来西亚及新加坡的用户最为活跃。不仅如此，内地游客 赴港游热情高涨，在香港地区的打车需求较平日上涨58%。海外出行方面，东南亚及日韩城市持续火 热，整体用车需求在2月20日达到整个假期的最高峰。 长假效应有效重塑了民众的节日行程规划，"先回家、后出游"成为今年主流的出行节奏。针对家庭及亲 友探访场景，六座车呼叫量较平日激增141%。出行轨迹上，正月初一集中于走亲访友，而初三至初五 则迎来旅游打车高峰，前往海滩海岛与非遗景点的日均需求同比分别上涨41%和19%。此外，长假也进 一步引爆了租车市场，滴滴租车订单量同比大涨80%，平均租期超过6天，广州、深圳、北京等位列热 门取车城市前五，且呈现出明显的"多峰值"取还车规律。 在本地生活及文娱出行方面，传统年俗活动展现出强劲的消费拉动力。春节期间，打车前往各地灯会现 场的需求较平日大涨135%，而前往庙会的打车热度更是飙升超12倍，自贡、石家庄、贵阳等多地文旅 地标成为出行爆点。与之呼应的是激增的能源补给需求，全国充电订单同比增长37 ...

三线及以下城市异地打车上涨 95% 春节期间，返乡打车需求依旧旺盛，三线及以下城市异地打车订单相比平日上涨95%，距离阻挡不了回家的热情，100公里以上远距离订单量相比平日上涨 43%。 返乡出行带动下，重庆市垫江县、江苏省沛县等地打车订单同比分别增长43%、21%。为了更好地服务区县城市，滴滴在下沉市场联合代理商，根据各地区 实际情况，优化区县维度的出行体验，提升乘客的打车需求，助力县域经济发展。截至目前，滴滴授权代理商覆盖全国 25个省/自治区，北至哈尔滨阿城， 南抵海南乐东，西达新疆喀什，东及黑龙江鸡西，织密了县域出行网络。 "反向过年"助力今年春节团圆叙事的"双向迁徙"，常驻三线及以下城市的55岁以上用户在一线及新一线城市的异地打车订单日均同比上涨45%。反向过年与 假期出游叠加作用下，一线城市春节打车需求旺盛，创近年春节打车涨幅新高，其中异地打车订单日均同比上涨20%。春节期间，杭州日均打车订单同比上 涨21%，深圳、重庆、武汉、长沙、广州等一线新一线城市订单均呈现两位数涨幅。 流动中国年味浓，人们"马"不停蹄奔向团圆。滴滴出行数据显示，"双向奔赴"成2026年春节出行新看点，三线及以下城市异地打车 ...

Core Viewpoint - Didi Chuxing anticipates a 45% increase in demand for intercity rides during the Spring Festival travel season, with a 40% rise in rides to major transportation hubs like airports and train stations [1] Group 1: Service Enhancements - Didi has optimized online guidance and offline signage at airports and train stations to improve the user experience during the Spring Festival [1] - The app now features automatic location detection for users at airports and train stations, along with step-by-step walking directions to designated pickup points [2] - Didi has established dedicated waiting areas at major airports and train stations, equipped with seating, charging stations, and WiFi to enhance passenger comfort while waiting for rides [8][10] Group 2: Innovative Features - Users can check real-time driver arrival information through screens in waiting areas, and some locations have implemented a "find the car" system using LED screens for vehicle identification [11] - Didi has deployed over 100 ride-hailing guides at popular airports and train stations to assist users with navigation and the ride-hailing process during peak travel times [15] Group 3: Expanded Services - Didi offers pre-booking options for airport and train station pickups, allowing users to input flight numbers for timely driver arrivals [18] - The company has launched enhanced rental services with guarantees and promotional activities, expanding its offerings to 226 popular routes across 55 cities [18] - Didi has implemented service upgrades in 313 airports and train stations across 165 cities, aiming to continuously improve travel experiences for users [18]

Core Insights - The demand for intercity ride-hailing services during the Spring Festival is expected to increase by 45% compared to pre-Spring Festival levels, with a 40% rise in demand for rides to major transportation hubs like airports and train stations [1] Group 1: Service Enhancements - Didi has optimized online guidance and offline signage at airports and train stations to improve the user experience, including the establishment of dedicated passenger waiting areas and Didi stations [1] - The Didi app now features automatic location detection for users at airports and train stations, along with step-by-step walking guidance to the designated pick-up points [2] - Dedicated waiting areas equipped with seating, charging stations, and WiFi have been set up at major airports and train stations to enhance passenger comfort while waiting for their rides [6] Group 2: Innovative Features - Users can check the arrival status of their drivers through screens in the waiting areas, and some locations have implemented a "find the car" system using LED screens for vehicle identification [9] - Didi has deployed ride-hailing guides at over 100 popular airports and train stations to assist users with route guidance and the ride-hailing process during peak travel times [12] Group 3: Booking and Rental Services - Didi offers a "book a ride" or "airport transfer" service through its app, allowing users to input flight numbers for timely driver arrivals [14] - The company has expanded its charter services to 226 popular routes across 55 cities, and introduced enhanced rental services with guarantees and promotional activities [14] - Didi has implemented experience optimization measures in 313 airports and train stations across 165 cities, aiming to continuously improve service capabilities [14]

Core Insights - Didi Car Rental has launched a "Spring Festival Service Upgrade Commitment" to enhance user experience during the upcoming Spring Festival, focusing on three core initiatives: guaranteed vehicle availability, transparent damage assessment, and clear cancellation fees [1][3] Group 1: Service Enhancements - The "Guardian Rental" initiative addresses industry pain points by ensuring vehicle availability. If a vehicle is not provided due to merchant issues, Didi will prioritize coordinating equivalent or higher-grade vehicles without additional costs to users [1] - In case of damage disputes, users can upload damage information, and the platform will offer free third-party damage assessment services, providing a damage report from professional institutions in collaboration with multiple insurance companies [1] - Cancellation policies have been improved, allowing users to cancel for free before vehicle pickup on non-holidays, and up to 24 hours before pickup during the Spring Festival, with a maximum cancellation fee of 30% thereafter [1][3] Group 2: User Benefits and Market Strategy - The service upgrade aims to provide a more transparent consumer experience, reducing potential disputes from changes in plans or unexpected situations, making car rental more secure and flexible [3] - Didi Car Rental has introduced limited-time benefits, including a "Multi-Rent Multi-Province" promotion that can waive up to 3 days of rental fees and a lottery for cash prizes and discounts on special models [3] - The company anticipates a peak in bookings during the 10 days leading up to the Spring Festival and has prepared sufficient vehicle supply in collaboration with national partners, shifting the rental industry focus from price competition to service competition [3]