As the New Year's Day approaches, China's winter consumption market is showing robust vitality, driven by innovative upgrades in business formats and deeper integration of industries that create fresh consumer experiences.
In Shanghai, restaurant reservations for "New Year's Eve dinners" are in high demand, with many eateries reporting that seating for the evening of Dec. 31 has almost been fully booked.
"The new concept of a 'New Year's Eve dinner' is a fresh driver for consumption. Right now, many colorful lanterns are being installed at the Chenghuangmiao market. People can enjoy a delicious meal and then admire the beautiful scenery," said Lu Yaming, general manager of a time-honored restaurant in the Yuyuan Garden, a historic and cultural landmark of Shanghai.
Meanwhile, the performing arts sector is also thriving. In Beijing, theaters are bustling with activities, with musicals, plays, and dance performances rotating on stage. Tickets for popular shows are selling out rapidly.
"Around the New Year's Day, the main performances at the Tianqiao Performing Arts Center are musicals and plays, and several classic musicals have already been sold out," said Yang Shucong, general manager of the arts center.
According to data from Beijing's Culture and Tourism Bureau, 437 stage productions totaling 2,140 performances have already been ticketed between Dec. 21 and the New Year's Day.
Innovative cultural products are enjoying a sales surge as well, with items featuring Chinese zodiac themes and Beijing-style cultural elements flying off the shelves.
"The Palace Museum-themed calendar is temporarily sold out. As the New Year's Day approaches, innovative cultural products like the Palace Museum-themed calendar and lantern, and items inspired by the caisson ceiling and the phoenix coronet from the National Museum of China are all selling very well, accounting for about 40 percent of our total sales," said Xu Shen, deputy general manager of the Beijing Book Building.
In Linxia Hui Autonomous Prefecture of northwest China's Gansu Province, a winter cultural tourism campaign has launched 42 diverse activities spanning ice and snow sports, live performances, sporting events, and intangible cultural heritage showcases.
"Today's experience was fantastic. I not only saw various flash mob dance performances, but also encountered interactive activities with the NPC (non-player character). Every few steps, there was a different intangible cultural heritage performance, which really delighted me," said Ma Yaning, a tourist.
In the Hailuogou National Glacier Park in Ganzi Tibetan Autonomous Prefecture of southwest China's Sichuan Province, a new tourism model combining ice and snow view and scientific exploration is drawing flocks of tourists.
Visitors can join guided tours to collect glacial samples, as well as learn about glacier formations in the morning, and then get relaxed in hot springs in the afternoon.
"We came specifically to take part in the glacial scientific expedition experience. The itinerary -- doing scientific expedition in the morning and soaking in a hot spring in the afternoon -- is both educational and enjoyable, completely overturning our previous impression that winter travel is just about viewing snowy scenery and taking photos," said Wang Ruiji, a tourist.
Winter consumption heats up across China as New Year's Day approaches
