Core Insights - The consumption market in Shanghai is thriving during the Year of the Horse, driven by diverse consumer demands and innovative business models, contributing significantly to the city's economic growth [1][4][11] Group 1: Consumer Trends - The integration of traditional and modern elements in consumer products, such as the North Face's Year of the Horse collection and LEGO's themed sets, reflects a blend of local culture and international appeal [4][5] - The trend towards health-conscious and convenient purchasing is evident, with younger consumers favoring instant retail options and innovative food products for the New Year celebrations [7][11] - The demand for cultural and tourism experiences is rising, with Shanghai offering a variety of events and activities to attract both residents and visitors during the holiday season [8][18] Group 2: Policy Support - Shanghai's government is actively enhancing the business environment and consumer spending through targeted policies, including the issuance of service consumption vouchers and financial support for service industries [11][12] - The city aims to increase the service sector's contribution to GDP, with projections showing a rise from 75.5% in 2021 to 79.3% by 2025, indicating a strong focus on service industry growth [11][14] - New measures introduced in 2026 aim to stimulate service consumption and improve the quality of offerings, particularly in sectors like tourism, entertainment, and financial services [12][15] Group 3: Market Dynamics - The integration of various sectors, such as culture, tourism, and commerce, is seen as a key strategy to enhance consumer engagement and stimulate economic growth [17] - The influx of international tourists, particularly younger demographics, is reshaping the consumption landscape, with a notable increase in overnight visitors [18] - The emphasis on creating a seamless consumer experience through innovative service offerings and enhanced supply chains is crucial for sustaining growth in Shanghai's service economy [17][19]

Core Viewpoint - The upcoming Year of the Horse is driving a vibrant consumer market in Shanghai, with various brands and retailers creatively incorporating horse-themed products and decorations to celebrate the Lunar New Year [5][10]. Group 1: Local Brand Innovations - Local high-end porcelain brand Margolont has launched two horse-themed porcelain sets, "Golden Aster Brings Fortune" and "Floral New Journey," inspired by Shanghai's city flower, the white magnolia, showcasing a blend of design aesthetics and cultural significance [6][7]. - The domestic toy brand Pop Mart has introduced plush toys in its "Horse Power" series, featuring eight horse-themed designs, including "Happy Horse" and "Wish Horse," along with various related merchandise [7]. Group 2: International Brand Engagement - International brands are increasingly focusing on the Chinese New Year, with LEGO's flagship store in Shanghai prominently displaying its new horse-themed building set "Galloping Horse," which combines traditional Chinese aesthetics with creative LEGO elements [10]. - The North Face, an American outdoor brand, has launched a horse-themed winter clothing line inspired by the "Fire Horse" concept, primarily targeting the Chinese market [10]. Group 3: Cultural Integration in Retail Spaces - Major shopping districts in Shanghai have transformed into open-air art galleries, featuring horse-themed installations that reflect Chinese aesthetics, such as the warm yellow horse emerging from a book at the Jing'an Kerry Centre [6][9]. - The integration of horse motifs in public spaces and retail environments highlights a cultural narrative that resonates with both local and international consumers, enhancing the festive shopping experience [10].