As China heads into the Year of the Horse, consumer demand is being released earlier than usual, propelled by the country's longest Spring Festival holiday on record and a coordinated policy push aimed at turning seasonal spending into sustained economic momentum. 随着中国迎来马年,消费需求释放时间较往年提前。这得益于创纪录的长春节假期,以及旨在将季节性消费转化为持续经济动能的协同政策推动。 The 2026 Spring Festival holiday will run from Feb 15 to 23, spanning nine consecutive days. The extended break—longer than in previous years—is not only reshaping travel and spending plans, but also amplifying the effects of policies designed to unlock consumption potential, particularly in services, travel and experience-driven spending. 2026年春节假期将从2月15日持续至23日,共计九天连休。较往年更长的假期不仅重塑了出行与消费计划,更放大了解锁消费潜力的政策效应,尤其在服务、旅游及体验型消费领域。 From bustling shopping streets in Beijing to small factories in Zhejiang's Yiwu operating extra production lines, and from reunion dinners booked weeks ahead of Chinese New Year's Eve to a sharp rise in two-way travel, signs of renewed consumption activity are emerging well before the holiday officially begins. 从北京熙熙攘攘的商业街,到浙江义乌加开生产线的中小工厂;从数周前就预订好的除夕团圆饭,到双向出行量的显著增长——在春节正式到来之前,消费活动复苏的迹象已然显现。 On Beijing's Wangfujing pedestrian street, winter temperatures have done little to slow foot traffic. Flagship stores are drawing a steady stream of overseas visitors, many taking advantage of expanded visa-free access and increasingly seamless digital payment options. 北京王府井步行街上,寒冬的低温并未减缓人流脚步。旗舰店吸引着络绎不绝的海外游客,许多人正享受着扩大免签政策带来的便利,以及日益便捷的数字支付方式。 Daniel Chan, a tourist from Los Angeles, stepped out of an electronics store with a newly purchased DJI Osmo Nano camera. 来自洛杉矶的游客陈丹尼尔(音译)从一家电子产品商店走出,手里拿着刚买到的DJI Osmo Nano相机。 "I've wanted this model for months. It's almost impossible to find stock back home, yet here it was available, and the price was very friendly,"Chan said. "It's not just a souvenir—it's cutting-edge technology." 陈丹尼尔(音译)说道:“我渴望拥有这款相机已有数月之久。在美国几乎找不到现货,而这里不仅有货,价格还非常实惠。这不仅是件纪念品,更是尖端科技的结晶。” He said he had already started using the camera on the day of purchase. "I haven't explored all its functions yet, but the magnetic design and image quality are quite good," he added. 他表示购买当天就已开始使用这台相机。他补充道:“虽然还没完全摸清所有功能,但磁吸设计和成像质量都相当不错。” What impressed him most during his China trip, Chan said, was the speed and convenience of food delivery services. "It's incredibly fast and efficient—almost unbelievable," he said. Dining in restaurants was equally striking, with some offering dish countdown timers and guaranteed serving speeds. "I've hardly ever experienced service like this in the United States." 陈丹尼尔(音译)表示,此次中国之行最令他印象深刻的是外卖服务的快捷便利。他说:“速度快得惊人,效率极高——简直难以置信。”餐厅用餐体验同样令人震撼,部分餐厅设有菜品倒计时器并承诺上菜速度。“在美国几乎从未体验过如此服务。” Such experiences are precisely what policymakers hope to encourage. 此类经历正是政策制定者希望鼓励的。 The "Shopping in China" campaign, first launched in April 2025, aims to create a more internationally friendly consumption ecosystem while stimulating domestic demand through higher-quality supply. “中国购物”活动于2025年4月首次启动,旨在打造更具国际友善度的消费生态系统,同时通过更高品质的供给来刺激国内需求。 At the launch of the 2026 "Shopping in China" and New Year Consumption Season in Shanghai on Jan 3, Commerce Minister Wang Wentao said the initiative would focus on goods consumption, services consumption and the development of new consumption scenarios. A series of nationwide events, including apremium consumption month and an international consumption season, will be rolled out, alongside locally tailored programs in 15 pilot cities. 1月3日,2026“中国购物季”暨新年消费季在上海启动。商务部部长王文涛表示,本次活动将聚焦商品消费、服务消费及新型消费场景发展。全国将推出高端消费月、国际消费季等系列活动,同时15个试点城市将推出本土化特色项目。 With the nine-day Spring Festival approaching, Wang said the Ministry of Commerce, together with other central departments and local governments, will host a "happy shopping for the Spring Festival" campaign as a flagship component of the "Shopping in China" series. The campaign will span food, accommodation, transport, travel, shopping and entertainment, aiming to create an inclusive, festive consumption experience for families at home and travelers on the move. 随着为期九天的春节临近,王文涛表示商务部将联合中央各部门和地方政府,推出“欢乐春节·购物中国”系列活动的旗舰项目“欢乐春节·购物中国”。活动将覆盖餐饮、住宿、交通、旅游、购物、娱乐等领域,旨在为居家过节的家庭和外出游玩的旅客创造包容、喜庆的消费体验。 More than 1,200 kilometers south of Beijing, Yiwu—the world's largest small-commodities hub—offers a ground-level view of how festive demand is being converted into real orders. 距离北京以南1200多公里处,全球最大的小商品集散中心义乌正展现着节日需求如何转化为实际订单的生动图景。 In the plush toy section of Yiwu International Trade Market, one horse-themed product has become an unexpected viral hit. Originally launched in mid-October under the name "Mashang Youqian", meaning "immediate prosperity", the toy initially sold about 400 units a day—steady but far from a bestseller. 在义乌国际商贸城毛绒玩具区,一款以马为主题的产品意外走红。这款名为“马上有钱”的玩具于十月中旬上市,最初日销量约400件——虽保持稳定但远非畅销品。 Its breakout moment came in January, after a minor production-line error resulted in the toy's mouth being stitched incorrectly, giving it a seemingly "tearful" expression. Buyers who received the flawed version posted photos and chat records online while requesting exchanges. The images struck a chord with netizens, who found humor and resonance in the toy's "wronged" look, quickly propelling it to the top of social media trending lists. 这款玩具的爆红时刻出现在今年1月,当时因生产线的小失误导致玩具嘴巴缝制错误,呈现出仿佛“泪眼汪汪”的表情。收到瑕疵品的买家纷纷在网上晒出照片和聊天记录要求换货。这些照片意外引发网友共鸣,大家在玩具“委屈”的表情中发现了幽默感,迅速将其推上了社交媒体热搜榜首。 Dubbed the "crying horse", the toy was soon labeled the first cultural "dark horse" of the New Year. As demand surged, the factory expanded production lines from two to more than a dozen, lifting daily output to around 15,000 units. The merchant has since applied for a design patent. 这款被称为“哭哭马”的玩具,很快被冠以新年首个文化“黑马”的称号。随着需求激增,工厂将生产线从两条扩充至十余条,日产量提升至约1.5万只。该商家已就此申请了外观设计专利。 Behind the viral moment, the success mirrors quality and Yiwu merchants' deeply ingrained ability to respond quickly to market signals, from identifying trends to making swift decisions and scaling production with minimal delay. 这场病毒式传播的背后,其成功既彰显了商品品质,更折射出义乌商人深植于骨髓的敏锐市场触觉。从洞察趋势到果断决策,再到以最小延迟实现规模化生产,他们总能迅速响应市场信号。 Across the toy sector, creative interpretations of the Year of the Horse are proliferating. Products range from zodiac photo frames to blind boxes and decorative figurines. 玩具行业正涌现出大量以马年为主题的创意设计,产品涵盖生肖相框、盲盒以及装饰摆件等。 Some bestselling items now sell between 40,000 and 60,000 units a day. For popular designs, factories are producing between 50,000 and 100,000 units daily. To maintain speed and creativity, some merchants require their design teams to develop as many as five new styles each day. 部分畅销商品目前日销量在4万至6万件之间。对于热门款式,工厂日产量可达5万至10万件。为保持生产速度和设计创新力,部分商家要求设计团队每日开发多达五款新产品。 Merchants say interest from foreign buyers has risen, particularly after Spring Festival was added to UNESCO's Representative List of theIntangible Cultural Heritage of Humanity in December 2024. 商户表示,外国买家的兴趣有所提升,尤其是在2024年12月春节被列入联合国教科文组织人类非物质文化遗产代表作名录之后。 Consumption momentum is also visible in the catering sector, where Chinese New Year's Eve reunion dinners—a core element of Spring Festival culture—are being booked out well in advance. 餐饮业的消费势头同样明显,