Sports & Fitness Spot Major Boost During 2026 Spring Festival in China
Published February 24, 2026
Consumer Spending Surges Across Multiple Sectors
The 2026 Spring Festival period witnessed a substantial increase in consumer spending, with sports and fitness emerging as a key growth area, according to data released by Douyin Life Service. The surge is attributed to a combination of factors, including a desire for reunion and celebration
and a growing interest in cultural tourism New Year
experiences.
Offline Consumption Leads the Way
Offline businesses experienced a significant rebound during the festival. The number of Spring Festival Open
merchants increased by 33% year-on-year, with a corresponding 65% rise in sales. This indicates a strong public willingness to engage in in-person experiences.
Fitness Activities Gain Popularity
The Fitness New Year’s Eve
trend fueled a notable increase in participation in various sports activities. Group purchasing sales for badminton halls, swimming pools, tennis courts, and table tennis halls rose by 132%, 89%, 71%, and 69% respectively, year-on-year.
Regional Consumption Trends
The influx of travelers returning home and venturing to new destinations drove consumption growth in third-tier cities and below. Douyin group buying sales in these areas increased by 66% year-on-year, with a 57% increase in purchasing users.
Leading cities in terms of consumption power include Shanghai, Zhengzhou, Beijing, Chengdu, Fuzhou, Guangzhou, Xiamen, Wuhan, Nanjing, and Hangzhou.
Gen Z Drives Emerging Trends
Younger consumers, particularly Generation Z, are playing an increasingly important role in shaping the holiday economy. Douyin group buying orders placed by Gen Z increased by 65% year-on-year, with significant growth in emerging experience categories like Pindou (9018%), pet boarding (348%), and rock climbing (118%).
“Intangible Cultural Heritage+” Gains Traction
The integration of traditional folk culture with modern tourism is creating new consumer hotspots. The Intangible Cultural Heritage + Market
model saw a 764% increase in group purchase sales, even as Intangible Cultural Heritage + Performing Arts
increased by 117%.
Specific cultural performances like Fish Lantern Parade and Waist Drum experienced over 10 times growth in group purchase sales.
FAQ
- What drove the increase in sports and fitness consumption? A combination of the desire for celebration and a growing interest in cultural tourism.
- Which cities showed the strongest consumption power? Shanghai, Zhengzhou, Beijing, Chengdu, Fuzhou, Guangzhou, Xiamen, Wuhan, Nanjing, and Hangzhou.
- What role did Gen Z play in the consumption trends? Gen Z significantly increased orders for emerging experience categories like Pindou, pet boarding, and rock climbing.
Did you realize? Offline merchant sales increased by 65% year-on-year during the Spring Festival.
Pro Tip: Businesses should focus on creating immersive experiences that blend traditional culture with modern entertainment to capitalize on these emerging trends.
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