The data of ＂popularity＂ driving the ＂consumption fire＂ to record new highs witnessed the vitality of China economy

CCTV News:During the National Day holiday this year, the cross-regional mobility of the whole society was 2.003 billion person-times, with an average daily turnover of 286 million person-times, an increase of 3.9% over the same period in 2023. There were 765 million domestic trips, an increase of 10.2% over the same period in 2019; Domestic tourists spent a total of 700.817 billion yuan, an increase of 7.9% over the same period in 2019. Travel, cultural travel and consumption data are constantly refreshed, the business circle atmosphere is hot, the business scene is new, and the "popularity" in various places drives the "consumption fire". Where is the most popular holiday market this year? What new scenes and new formats are presented?

The average daily sales revenue of multiple industries increased by over 25%

First of all, let’s talk with data. According to the data of VAT invoices released by State Taxation Administration of The People’s Republic of China, during the National Day holiday, the consumer market showed strong vitality, and the average daily sales revenue of consumer-related industries increased by 25.1% year-on-year.

State Taxation Administration of The People’s Republic of China VAT invoice data shows that during the National Day holiday, the consumption of furniture, household appliances and household goods increased rapidly. All localities benefited consumers through discounts and online group coupons, and promoted the year-on-year growth of household appliances and audio-visual equipment by 149.1%, among which household appliances such as refrigerators and televisions increased by 160.8% and 100.2% respectively. The sales of furniture, decorative materials, paints and other commodities related to home decoration are also growing rapidly.

At the same time, the automobile market ushered in a consumption boom. The "trade-in" subsidy policy lowered the threshold for consumers to buy cars, and car companies introduced price reduction promotions, car purchase discounts and car purchase packages. The sales of used cars nationwide increased by 65.9% year-on-year, and the sales of new cars increased by 11.7% year-on-year, of which new energy vehicles increased by 45.8% year-on-year.

In addition, market consumption such as cultural services is active. Residents met their spiritual and cultural consumption needs by watching performances, watching movies and visiting bookstores, driving the sales revenue of cultural services to increase by 85.2% year on year.

There were 765 million domestic trips.

This "Eleventh" holiday, people are full of blessings for the motherland and love for life to go to the mountains and seas. According to the data center of the Ministry of Culture and Tourism, during the seven days of the National Day holiday, there were 765 million domestic trips. The rising enthusiasm for traveling and the constantly refreshing consumption data reflect people’s expectations for a better life, and show the surging vitality of China’s economy.

During the National Day holiday in 2024, the national cultural and tourism market was stable and orderly, and more than 10,000 scenic spots implemented the "rejuvenation action" to continuously enrich the quality supply of holiday scenic spots with "cultural embellishment". Patriotic atmosphere and enthusiasm for traveling, visiting red theme exhibitions, visiting red scenic spots and exploring red relics have become popular ways for tourists to celebrate the birthday of the motherland. The average daily order volume of domestic red tourism has increased by 40% year-on-year. In the Crescent Spring Scenic Area of Mingsha Mountain in Dunhuang, Gansu, tourists from all over the country climbed the sand mountain and sat on the floor, singing about the motherland. In Yan ‘an, Shaanxi Province, the immersive musical "Thirteen Years of Yan ‘an", tourists follow the steps of the actors and learn more about the magnificent revolutionary history in the marching watch; In Qufu, Shandong Province, people from many countries and regions feel that the legacy of the sages shines between the lines of The Analects of Confucius through innovative means of integrating literature and tourism.

The National Day holiday, not only the popularity of scenic spots, but also the rich expansion of cultural performances, sports competitions and cultural tourism space, has also driven the popularity of business districts and performance markets in central cities. During the holiday period, the night passenger flow in the national night culture and tourism consumption gathering area included in the monitoring reached 96.8623 million. "Travel with the show" strongly stimulates new kinetic energy of consumption. During the holiday period, there were 44,300 commercial performances nationwide, a year-on-year increase of 14.5%; The audience was 11.697 million, a year-on-year increase of 13.3%.

Traditional culture is full of vitality, and the national tide is not a legacy of "out of the circle", and cultural venues continue to be popular. During the seven days of the National Day, nearly 3,900 activities related to non-genetic inheritance practice were held nationwide, and national museums and world heritage sites received more than 60 million visitors, a record high. During the holidays, more than 1,000 series of activities of "Creative Life Season in Rural Areas" were carried out around the theme of celebrating farmers’ bumper harvest and celebrating the National Day, and 85 new boutique routes of "People enjoy themselves in the countryside" became hot spots for many young people during the holidays.

The tourism market continues to be hot and the service quality continues to improve. According to the data center of the Ministry of Culture and Tourism, during the seven days of the National Day holiday, there were 765 million domestic trips, an increase of 10.2% over the same period in 2019; Domestic tourists spent a total of 700.817 billion yuan, an increase of 7.9% over the same period in 2019. National Day movies ignite the enthusiasm of cultural consumption. According to the statistics of the National Film Bureau, the national movie box office in 2024 was 2.104 billion yuan, of which the domestic movie box office was 2.017 billion yuan, accounting for 95.87%, and the total number of people watching movies exceeded 52 million.

Cultural flow blessing National Day travel market continues to be hot.

During the National Day holiday this year, Anyang, Henan Province, relied on the unique cultural tourism resources such as the local Yin Ruins, Oracle Bone Inscriptions and Hongqi Canal to enrich the supply of cultural tourism products, and the unique activities continuously transformed the "cultural flow" into "consumption increment", driving the cultural tourism market to continue to be hot.

During the National Day holiday, the number of visitors to the newly opened Yin Ruins Museum has hit record highs. The special exhibitions, cultural performances and night tours of the museum launched by the museum have presented a wonderful "cultural feast" for many tourists.

In the live performance of "Reproduction of Dayi Merchants" in Yin Ruins Scenic Area, the general recorded in Oracle Bone Inscriptions incarnates as a guide, leading tourists to step into the land of Dayi merchants through time and space, and creating a fully immersive digital experience of business civilization for the audience through the use of video corridors, interactive projection on the ground and other scientific and technological means.

During the long holiday, the first batch of special exhibition of digital return of Oracle bones in the world, the China Literature Museum, was opened, and 7 pieces of high-fidelity digital images of Oracle bones collected in South Korea were presented in a concentrated manner, attracting many tourists to visit. In addition to learning about Oracle Bone Inscriptions, visitors can also print the digital Oracle bones themselves. It is understood that during the National Day, Anyang arranged a total of 116 unique cultural tourism activities, and released six boutique cultural tourism routes, including the Chinese character cultural pursuit tour and the red classic Range Rover tour. The cultural tourism market continued to be hot. Among them, Yinxu Scenic Area received a total of 195,700 tourists, up 149.14% year-on-year.

New scene and new format appear in Shanghai consumer market.

The reporter learned from the Shanghai Municipal Commission of Commerce that this year’s National Day holiday, driven by the policy of replacing old appliances with new ones and issuing food and beverage coupons, the Shanghai consumer market was active. Many new scenes and new formats have appeared in this holiday season, injecting new vitality into Shanghai’s consumer market.

According to the data of Big Data Lab of Consumer Market (Shanghai), from September 30th to October 6th, online and offline consumption in Shanghai reached 67.6 billion yuan, up 3.2% year-on-year. The total number of offline passengers in 36 key business districts reached 34.49 million, up 9.8% year-on-year, and the passenger flow in 25 business districts increased. The opening of the new consumption scene has created new impetus for the holiday market. The West Coast Dream Center in Xuhui District linked the Xuhui branch of the first Shanghai International Light and Shadow Festival to attract a large number of tourists with the opening of several waterfront first stores and the integration of diversified business travel and cultural exhibitions. The opening of Qiantan Park Lane in Pudong New Area, together with the surrounding shopping malls and parks, formed a commercial form of "shopping mall+block+riverside park", attracting 87,000 passengers.

In addition, in Shanghai, the old-for-new policy of household appliances has a remarkable pulling effect. The average daily sales of the eight categories of household appliances in the country is 54.07 million yuan, an increase of 140.0% from the pre-holiday period. The average daily sales of subsidies for home furnishing, home improvement and old-age products in Shanghai was 23.14 million yuan, an increase of 228.7% compared with that before the holiday. The drainage effect of catering vouchers is remarkable. Since the first batch and the second wholesale release in the first round, the booking volume, passenger flow and unit price of catering enterprises have increased significantly. During the National Day, the offline catering consumption in Shanghai was 8 billion yuan, achieving double-digit growth year-on-year.