During the Dragon Boat Festival holiday, the atmosphere of folk custom consumption was strong, and fashionable consumption highlights were presented in abundance. New scenes and new business models brought a strong sense of novelty to the consumer market.

Zongzi Innovation and Booming Online Sales

This year's Dragon Boat Festival holiday saw a continued boom in online consumption in China, especially for zongzi with new flavors that were popular among young consumers. These included lobster zongzi, abalone zongzi, braised pork belly zongzi, pickled vegetable and meat zongzi, spicy strip zongzi, and eel zongzi.

In addition to the variety of fillings, the packaging of zongzi was also carefully considered, with small packages proving popular among many young women.

New Tourism Models Boost Consumption

During this Dragon Boat Festival holiday, while promoting the development of the traditional tourism market, various places explored new tourism models, created new products and scenes, and promoted the high-quality development of the cultural and tourism market. In the popular tourist destination of Fenghuang Ancient City, the locally launched "primitive tourism" was well-received by young people.

The "Duck Catching" game—a traditional custom passed down for hundreds of years—recreated the lively Dragon Boat Festival scene from Shen Congwen's "Border Town," allowing tourists to experience the rich folk customs of Fenghuang Ancient City.

Statistics show that since the promotion of the "primitive tourism" project, Fenghuang Ancient City scenic area achieved tourism revenue of 7.919 billion yuan from January to May this year, a year-on-year increase of 32.59% compared to 2022, indicating rapid development of the tourism consumption market.

Financial Support Brings New Vitality

According to the Ministry of Commerce's "Carnival" activity deployment, China UnionPay built a "payment +" merchant service system and jointly launched "new consumption" themed promotional activities with commercial banks. This themed promotional activity, through opening a special area in the Cloud Flash Pay App and distributing discount coupons and other digital marketing methods, helped achieve digital business transformation and helped merchants overcome a series of operational difficulties. Data shows that since the launch of the Dragon Boat Festival themed activity warm-up on June 1, China UnionPay directly boosted merchants' total revenue by more than 12.5 percentage points.

Personalized Consumption Becomes a New Trend; Small Commodities Win Big Market

During this year's Dragon Boat Festival holiday, some novel and personalized goods attracted young consumers. Although these were small items, they won a large market during the festival. Examples include Guka (a type of collectible card), hand-account books, mugwort, pepper, etc. Some e-commerce platforms even set up a special venue for left-handed people's welfare, including left-handed scissors and mice.

Demand for Personalized Festive Supplies Rises; "National Tide" Leads New Trends

This year, Dragon Boat Festival small commodities with "national tide design" and "dopamine color matching" were particularly eye-catching. Merchants constantly innovated, using fashionable creativity to give traditional festive supplies new vitality.

At the same time, merchants are also seeking new breakthroughs in application scenarios. "Guaranteed Success in Exams" and "Happy Marriage," these cartoon sachets, through design and embroidery, gradually transition festive supplies from festivals to everyday use.