Spring Festival travel has become a new trend for the Chinese New Year this year, many people fancy the superior climate of Yunnan with four seasons like spring, and have gone to various places in Yunnan to enjoy the beautiful scenery and experience the characteristic national culture, and spend a relaxing and meaningful Spring Festival holiday.
The arrival of a large number of tourists has also ushered in a "good start" for social consumption in Yunnan Province. According to Meituan data, the average daily consumption scale of Yunnan Province during the Spring Festival holiday increased by 207% compared with the Spring Festival in 2019, the transaction volume of local life services increased by 107% year-on-year during the Spring Festival last year, and the order volume increased by 111% year-on-year. Among them, Kunming City, Dali Bai Autonomous Prefecture and Qujing City are the top three cities and prefectures in terms of consumer orders.
The Lixiang Railway ushered in the first Spring Festival
Trekking enthusiasts welcome the New Year and a new self here
On the first day of the Lunar New Year, I made my first wish for the New Year at sunrise in Meili Snow Mountain, wishing the whole family good health and a smooth application for the Expo! Ms. Huang, who chose to travel to Yunnan for the New Year this year, set off from Guangzhou with her friends on the 27th day of the New Year, "Yunnan travel guide has been seen hundreds of times, and in the last winter vacation of my life, I want to experience the happiness that cannot be contained in my favorites." ”
After visiting the ancient city of Lijiang, Ms. Huang and her party, took the newly opened Lixiang Railway in 2023 on Chinese New Year's Eve, and arrived at Shangri-La in more than an hour, "We booked the homestay in the ancient city of Dukezong, first went to Kadan Songzanlin Monastery, saw the solemn and golden Buddhist temple, returned to the ancient city at night to look at the snow mountain and count the stars, and arrived in the wilderness physically and mentally." ”
The newly opened Lixiang Railway has provided more convenient travel conditions for consumers across the country to travel to Yunnan, and has a significant effect on cultural and tourism consumption along the way. According to official data, in the first 10 days of the Spring Festival, the Lixiang Railway sent a total of 78,198 passengers. In the seven days before the Spring Festival, Diqing Prefecture received a total of 71 domestic tourists500,000 person-times, a year-on-year increase of 645%；The cumulative tourism revenue is 40.9 billion yuan, a year-on-year increase of 602%。Among them, Pudacuo, Tiger Leaping Gorge, Songzanlin, Meili Snow Mountain, Balagezong, Shambhala Kalachakra Mandala, Baishuitai and other scenic spots have become the choice of many tourists.
Data from Meituan also shows that during this year's Spring Festival holiday, the number of homestay bookings in Diqing Tibetan Autonomous Prefecture increased by 185 compared with the same period last year2%, the growth rate of ticket orders for various scenic spots was 2202%。Among them, the number of accommodation (including hotels and homestays) in Dukezong Ancient City increased by 85 year-on-year1%, with a year-on-year growth rate of 954%。
Mr. Li, who came to Yunnan from Beijing for hiking, wanted to welcome the new year and his new self among the mountains and rivers. "After work, I fell in love with outdoor hiking, and at the end of last year, when I saw the opening of the Lixiang Railway, I began to plan the Tiger Leaping Gorge High Road Hiking. According to Mr. Li, there are still a lot of hiking enthusiasts coming to Shangri-La during the Spring Festival this year, and they can meet many "travel friends" from abroad along the way. ”
Tourists from all over the country flocked to the country, and the "Chinese New Year of Tourism" also drove strong growth in local consumption. Meituan data shows that during the Spring Festival this year, the total transaction volume of various types of takeaway in Diqing Tibetan Autonomous Prefecture increased by 112 year-on-year5%, ranking first in the province, city and state. Among them, the transaction volume of life services in Shangri-La City increased by 607 year-on-year4%, the year-on-year growth rate of leisure and entertainment transactions was 3273%, and the year-on-year growth rate of catering transaction volume was 1381%。
The rise of local consumption
The popularity of time-honored brands is unabated, and new brands are blooming
In Mengzi's favorite milk liquor, I continued to drink it in Maitreya, and I also bought some yogurt milk, which was quite delicious. Ms. Xie fell in love with Chadian fresh milk when she traveled to Honghe Prefecture in Yunnan Province, "The fermented flavor of plateau yogurt is unique, but I can't take it away, so I can only taste it more during the trip." When it comes to Yunnan specialties, Ms. Xie has sent a lot of flower cakes to her home, "When I came to Yunnan, I tasted a lot of time-honored freshly baked flower cakes and cloud leg cakes, so I sent some home." ”
Yunnan's local time-honored brands are loved by tourists from all over the world, and sales are high during the Spring Festival. Meituan data shows that during this year's Spring Festival holiday, the sales of special pastries such as Jiahua cloud legs and flower cakes increased by 231 compared with the same period last year6%, the year-on-year growth rate of Pan Xiang Kee flower cake sales was 1662%, the sales volume of Chadian milk-related products increased by 104% year-on-year.
Yunnan Province, which is the main producer of coffee beans and plateau tea in China, has also risen many coffee and new tea brands in recent years. "Each province has its own 'Starbucks', and when I went to Yunnan, I was recommended to four-leaf coffee. "Mr. Qin, a coffee lover, tasted the plateau rose latte of four-leaf coffee when he was traveling in Shangri-La during the Spring Festival," and the unicorn gulp tea from Baoshan, Yunnan Province to Kunming, the unique glutinous rice bergamot tea, I can't forget it. ”
According to Meituan data, during this year's Spring Festival holiday, the average number of merchants trading in Yunnan's local emerging coffee and new tea brands increased by 203 compared with the same period last year1%, and the average order volume increased by 211 year-on-year8%。
According to the analysis of industry insiders, emerging brands such as four-leaf coffee and Kirin Dakou tea that have been bred from the sinking market are more focused on leveraging digital platforms such as Meituan to deepen the regional market, and reverse attack the first-line market to expand the brand effect. From the sinking of traditional big brands to the upward movement of new brands in the county, it fully confirms the vitality and background color of the sinking market. Through the implementation of measures such as continuously improving the consumption environment, smoothing logistics channels, and promoting digital transformation, the county market will become a new engine for stimulating consumption.
Chuncheng Evening News-Kaiping News reporter Sun Jianghong.
First instance Cao Jie.
Editor-in-charge: He Dan.
Responsible proofreading by Cat Enbo.
Editor-in-chief: He Xiaoyu.
Final Review: Editorial Board Member Li Rong.