From the exciting cultural and tourism activities held in various places during the New Year holiday, to the booming home appliance market driven by the trade in policy, and to a series of measures to boost consumption, the consumer market in 2026 has shown warmth at the beginning. At the beginning of the new year, reporters visited Beijing, Tianjin, Jiangsu, Shanghai and other places and felt that under the promotion of a series of policies that benefit people's livelihoods and promote consumption, the market has shown a development momentum of both supply and demand. New scenes and highlights are exciting, opening a good beginning for promoting stable consumption growth throughout the year. I came from Beijing specifically to celebrate the New Year. In front of the Century Bell, there were crowds of people gathered, and the scene was filled with enthusiasm. ”Ms. Li, who lives in Beijing, told reporters that on New Year's Eve, standing next to the Tianjin Century Clock, she could see the magnificent countdown light show organized by Jinwan Square, accompanied by the theme music of "The East is Red" synchronized with the Century Clock. The new year began with a sense of ceremony. The rich New Year's Eve activities have also ignited local businesses. The person in charge of a time-honored restaurant in Tianjin told reporters that during this year's New Year's holiday, the customer flow was particularly crowded, and the number was stopped at 4 pm every day for the three days of the holiday. Not only Tianjin, but reporters have also felt the strong market warmth during their visits to many places in Shanghai and Jiangsu. The Shanghai New World New Maru Center has made a new appearance, with multiple discount coupons added to ignite the enthusiasm for holiday consumption; In Nianhua Bay, a Zen themed town in Wuxi, Jiangsu, cool acrobatics, melodious folk music, and robot dance performances were performed simultaneously, with hundreds of exciting performances and continuous applause from tourists on site. The popularity of this consumption has extended from holiday lights to ice and snow sports. During the New Year holiday in Wuxi, Jiangsu, an indoor ski resort in Binhu District presented a scene of hot and boiling snow. The cheers echoed on the snow trail, and many first-time skiers experienced the charm of ice and snow through falling and standing up again and again. In Beijing, there is a wider ski resort outdoors. The reporter saw at the Jundushan Ski Resort that many children were experiencing activities such as ice slides and snowmobiles in the newly built children's play snow park. The neighboring pet play snow park also had dogs enjoying themselves. In addition to the regular ski slopes, our ski park, children's playground, and pet park 'three parks' have also opened simultaneously this snow season to meet more personalized needs. And consumers have also given a warm response, with the passenger flow during the New Year holiday doubling compared to last year. ”Wang Ji, the deputy general manager of the ski resort, couldn't hide his excitement during an interview with reporters. These scenes converge into the vibrant vitality of the consumer market. On January 4th, data released by the Ministry of Culture and Tourism showed that during the three-day New Year holiday, 142 million people traveled domestically, with a total domestic travel expenditure of 84.789 billion yuan, and consumption vitality continued to be released. Data from multiple platforms also shows that consumers' willingness to travel and spending power have both increased during the New Year holiday. Dai Bin, President of the China Tourism Research Institute, stated that in the new year, as the 15th Five Year Plan begins, tourism will accelerate its integration into the daily lives of urban and rural residents, becoming a rigid demand for cultural experience and spiritual enjoyment. Meanwhile, personalization and quality have become new driving forces for promoting high-quality development of the tourism industry. Not only is the cultural and tourism market booming at the beginning of the year, but with the support of national subsidies, the home appliance market has also ushered in a "good start". During the New Year holiday, reporters visited multiple home appliance stores in Beijing, and the subsidy for exchanging old for new products and models became a hot topic between salespeople and customers. At Suning Max Zhongta store, Mr. Chen, a citizen, purchased a multi cylinder drying and protection machine. The home appliance originally priced at 9399, after adding a 1510 yuan store promotion discount and a 1183 yuan national subsidy discount, was finally sold for 6706 yuan, and calculated to save thousands of yuan in dry cleaning fees every year, "Mr. Chen told reporters. In 2026, with the implementation of national subsidies and the peak consumption season on New Year's Day, many businesses and platforms have reported that the trade in promotion has driven holiday sales, and the continuation of policies has also provided a "reassurance pill" for the whole year. Just before New Year's Day, the National Development and Reform Commission and the Ministry of Finance issued a document clarifying that funds will continue to be arranged to support the exchange of old for new consumer goods in 2026, and regulations will be made on the scope of support, subsidy standards, etc. Hong Yong, deputy researcher at the Research Institute of the Ministry of Commerce, told reporters that policies will be further optimized and adjusted to include more smart products and aging friendly home products in the subsidy scope, covering more consumers' needs for a better life, reflecting the fundamental principle of benefiting people's livelihoods. From the market performance on New Year's Day, it is clear that policies are not abstract, they directly respond to the specific expectations of the people for a better life. ”According to Hong Yong's analysis, whether it is the real gold and silver subsidies for exchanging old for new, or the issuance of consumption vouchers and the improvement and expansion of cultural tourism in various regions, they have effectively lowered the threshold for consumption and ignited the first flame in the markets of home appliances, ice and snow, cultural tourism, etc. It is worth noting that more favorable policies that benefit people's livelihoods and promote consumption are still being released around the needs of the masses. The Central Economic Work Conference at the end of 2025 will prioritize "adhering to domestic demand as the driving force and building a strong domestic market" as the top economic task for 2026, and propose measures such as expanding the supply of high-quality goods and services and optimizing the implementation of the "two new" policies. In the longer term, the "15th Five Year Plan" suggests that adhering to the close integration of benefiting people's livelihoods and promoting consumption should be an important direction, requiring "new demand to lead new supply, new supply to create new demand, and promoting the benign interaction between consumption and investment, supply and demand". Hong Yong believes that overall, the current recovery of consumption no longer relies on short-term stimulus, but gradually shifts towards a new stage of "policy support, confidence repair, and structural upgrading" in parallel. When policies take improving people's lives as the starting point and foothold, the recovery of the consumer market has the most solid and lasting foundation. The strong popularity at the beginning of the year has set a good start for promoting the continuous expansion of consumption throughout the year, and has also added confidence