Core Insights - The report highlights three major consumption trends for home decor during the 2026 Spring Festival, focusing on atmosphere, gift-oriented products, and interactive decorations [3][12][92]. Consumption Trends - Trend 1: Atmosphere-oriented decorations, emphasizing festive themes and limited edition designs, particularly in red [6][7]. - Trend 2: Gift-oriented home decor, including customizable and DIY options, aimed at enhancing emotional connections and family experiences [12][19]. - Trend 3: Interactive decorations that encourage family participation and cultural experiences during the festival [12][19]. User Demographics - The primary consumer demographic includes women aged 20-30 from first and second-tier cities, who prioritize aesthetics even on a budget [17]. - Couples and young parents aged 25-35 are also significant consumers, valuing emotional connections and sharing joyful moments [19]. - A segment of consumers aged 30-45 with higher education and income levels view home decor as an investment in personal taste and collection [25]. Merchant Strategies for Spring Festival - Merchants are advised to focus on product selection and inventory management, emphasizing themed collections that simplify customer choices and increase average transaction value [28][30]. - Content strategies should include creating engaging posts that resonate emotionally with consumers, using effective titles and before-and-after comparisons to showcase transformations [32][33]. - Merchants should optimize their posting frequency, with 2-3 posts per week leading up to the festival and daily posts during the event to maximize engagement [36][66]. Marketing and Promotion - Effective marketing strategies include leveraging trending topics and optimizing search keywords related to Spring Festival decor [36][39]. - Merchants should utilize high-quality visuals and engaging content to enhance click-through rates (CTR) and user interaction during live streams [43][70]. - Special promotions, such as limited-time offers and exclusive discounts, are recommended to drive sales and enhance customer engagement [66][100].

Core Viewpoint - The Dunhuang-themed post office in Lanzhou, Gansu Province, integrates postal services with Dunhuang mural culture, offering a unique cultural experience and creative products to visitors and citizens [2][4]. Group 1: Cultural Integration - The post office combines "postal culture" with Dunhuang mural culture, creating a distinctive postal service space [2]. - It features cultural displays, creative product sales, and unique experiences, including coffee and light meals [2]. Group 2: Product Offerings - The post office offers a series of postal-themed cultural products inspired by Dunhuang elements, including stamps and postcards featuring horse motifs from the Mogao Caves [6][12]. - In 2026, the post office plans to launch additional postal cultural products incorporating horse culture elements [2]. Group 3: Visitor Engagement - Citizens can collect commemorative postal stamps related to the Dunhuang theme [8]. - The post office provides an immersive cultural experience for both tourists and locals [2].

Core Viewpoint - The upcoming Year of the Horse in 2026 is driving a surge in festive products featuring horse elements, creating a vibrant consumer atmosphere and reflecting people's aspirations for a prosperous new year [1][3]. Group 1: Consumer Trends - Various horse-themed festive products have been launched, becoming popular in supermarkets and enhancing the celebratory atmosphere for the upcoming Spring Festival [1]. - Items such as horse-shaped decorations, plush toys, and red envelopes with auspicious phrases like "马到成功" (success at once) are particularly appealing to consumers [1][2]. - The demand for horse-themed products is driven by their affordable pricing and positive cultural significance, leading to increased sales since late December [1][2]. Group 2: Jewelry Market - Gold jewelry, considered a "hard currency" in the New Year market, is seeing innovation with horse-themed designs, including cute pendants and bracelets that combine cultural elements with modern fashion [2]. - Sales of horse-themed gold jewelry have steadily increased since the New Year holiday, attracting a diverse customer base, including those celebrating their zodiac year and gift buyers [2]. - The trend of pairing horse-themed pendants with red strings for bracelets is popular, reflecting a blend of aesthetics and cultural significance [2]. Group 3: Market Outlook - The "horse year exclusive" products cater to diverse consumer needs, showcasing a trend towards meaningful and practical products [3]. - The ongoing consumer enthusiasm for horse-themed items is expected to continue, providing a boost to the economy during the Spring Festival [3].