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The Strongest Spring Festival In History: Led By Intangible Cultural Heritage, Consumption Blowout

2025/2/8 20:17:00 82

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　　 Golden snakes are auspicious and praise Shengbang. In 2025, the Spring Festival of the Year of the Snake, from the craze of intangible cultural heritage sweeping the country, to the box office of movies and the number of tourists hitting new heights, to the "Generation Z" dominating the market of New Year goods, shows the perfect integration of traditional culture and modern consumption. The country's urban and rural areas, business districts, online and offline are fully blooming, and the strong growth momentum indicates the new vitality of China's economy.

　　 Intangible Cultural Heritage Leads the Fashion of the Spring Festival

　　 The Spring Festival of the Year of the Snake in 2025, as the first Spring Festival after being successfully included in the UNESCO list of representative works of intangible cultural heritage of mankind, has created a strong "non legacy" in the consumer market. According to the data, during the Spring Festival holiday, the number of searches for "intangible cultural heritage" increased by 212% year on year, the number of searches for "intangible cultural heritage experience" increased by 387%, and the number of searches for "intangible cultural heritage manual" increased by 790%, of which nearly 40% were "post-00s". This upsurge not only reflects the revival of traditional culture in modern society, but also shows young consumers' strong interest in intangible cultural heritage. The younger generation is becoming an important force to inherit and carry forward intangible cultural heritage.

　　 Looking back on the 8-day super long holiday (January 28 to February 4), people are deeply impressed by the surging festival smoke and consumption vitality, and traditional activities such as temple fairs, lantern shows, paper-cut, lacquer fans and so on have attracted much attention, adding a strong cultural flavor to the Spring Festival. Among them, catering, cultural tourism and other consumer areas show strong vitality. As the first Spring Festival after the successful application for World Heritage, "new Chinese style" tourism is extremely popular, and intangible cultural heritage folk culture, handicrafts and other experience activities are highly sought after. Local cultural and tourism departments have also taken advantage of the trend to innovate, launched a variety of theme cultural activities, and received positive feedback from the market.

　　 Under the multiple effects of expanding visa free scope, facilitating entry visas and the first "Intangible Cultural Heritage Spring Festival", inbound tourism will also become a highlight of the 2025 Spring Festival tourism market. Ctrip data shows that inbound travel orders increased by 203% year-on-year during the Spring Festival.

　　 The whole population is booming, and the consumer market is full of vitality

　　 The 2025 Spring Festival can be called "the strongest in history", and the 8-day super long holiday has stimulated the enthusiasm for tourism and consumption nationwide. According to statistics, during the Spring Festival holiday, the national turnover of people exceeded 2.3 billion, the number of tourists reached 501 million, and the box office of films exceeded 9.5 billion yuan. Consumer data across the country have broken records, showing strong market vitality.

　　 The data of consumption related industries are particularly striking. According to the VAT invoice data, the average daily sales revenue of the national consumption related industries during the Spring Festival holiday increased by 10.8% year on year, of which the commodity consumption increased by 9.9% year on year. The sales revenue of tourism related services increased by 37.5% year on year, and entertainment and leisure became a new form of tourism consumption. Annual activities such as temple fairs and lantern shows have driven the rapid growth of leisure and sightseeing, park and scenic area services, amusement park services and other industries, with sales revenue increasing by 81.9%, 59.5% and 14.1% respectively year on year.

　　 The popularity of the consumer market during the Spring Festival is the result of the holiday effect and favorable policies. While demonstrating the potential of social consumption, it also shows that a series of "combination boxing" policies to promote consumption and expand consumption have achieved remarkable results, providing a powerful reference for the continued optimization of relevant policies in the later period.

　　 Therefore, the consumer markets in major cities also performed well. The total number of tourists received in Beijing reached 17.589 million person times, and the total cost of tourism reached 28.67 billion yuan. The sales volume of key monitored business enterprises such as department stores and supermarkets increased by 4.2% year on year. The passenger flow of 60 key business districts totaled 35.46 million person times, an increase of 12.8% year on year. The total online and offline consumption in Shanghai reached 46.5 billion yuan, and the consumption amount of overseas customers in Shanghai increased by 28% year on year. Chengdu received more than 19.956 million tourists, realizing a tourism revenue of 17.21 billion yuan, up 12.1% year on year. The consumer markets in Nanjing, Suzhou, Xiamen, Zhengzhou and other places are also hot, and the sales of shopping malls and complexes under key monitoring have achieved significant growth.

　　 Among them, Shanghai Nanjing Road Business District, Xi'an Bell Tower Business District and Chongqing Jiefangbei Hongyadong Business District benefit from extremely rich service supply and perfect business system, leading the top three daily average passenger flow. It fully shows the strong consumption will of citizens and the prosperity of the market.

　　 Counting the Spring Festival, the whole year shows a good momentum

　　 To bid farewell to the old and welcome the new, when good things come to the table. Learning the national style, spreading the quintessence of the country, talking about intangible cultural heritage, health gifts, nostalgia for classics, national fashion and national products are still "group favorites". According to statistics, during the Spring Festival, the sales of consumer goods and services nationwide reached 1803.503 billion yuan, up 7.73% year on year, including 881.364 billion yuan, up 7.12% year on year. Counting the Spring Festival in the Year of the Snake:

　　 In terms of urban and rural areas, during the Spring Festival, the sales of consumer goods and services in cities and towns across the country reached 1519.458 billion yuan, up 7.48% year on year, of which the sales of goods reached 729.748 billion yuan; The sales of consumer goods and services in rural areas nationwide reached 284.045 billion yuan, up 9.06% year on year, 1.58 percentage points faster than that in urban areas.

　　 From the online perspective, during the Spring Festival, the national online retail sales reached 487.101 billion yuan, up 13.61% year on year. In the industry structure, the physical online retail sales reached 113.991 billion yuan, up 11.55% year on year.

　　 In terms of volume, during the Spring Festival, the sales of consumer goods and services in Jiangsu, Guangdong and Shandong took the lead, achieving 145.177 billion yuan, 140.138 billion yuan and 128.674 billion yuan respectively, up 5.77%, 5.63% and 6.81% year on year.

　　 In terms of the industry, grain, oil, food, automobile, clothing, shoes and hats, and knitwear and textiles ranked the top three, with sales of 206.14 billion yuan, 105.218 billion yuan, and 97.609 billion yuan, up 6.88%, 2.28%, and 3.45% year on year respectively.

　　 In addition, during the Spring Festival in 2025, "Generation Z" will be the master, and 47.12% of the "post-95s" will buy New Year's goods. Young people have become the main force in purchasing New Year's goods.

　　 Looking back eight days, the 2025 Spring Festival consumer market shows a strong growth momentum under the guidance of intangible cultural heritage culture. The prosperity of local consumer markets not only shows the vitality and potential of China's economy, but also provides strong support for the optimization of policies in the later period. With the continuous upgrading and expansion of consumption, I believe that the consumer market in the next year will be more brilliant.