During the Spring Festival holiday, commercial districts across Hangzhou underwent upgrades, deeply integrating cultural festivities with immersive experiences to stimulate new consumer momentum. According to data released on February 23 by the Shangcheng District Commerce Bureau, the district recorded total consumption of 5.646 billion yuan from February 14 to 22, a year-on-year increase of 91.07% compared to the same period last year. Among these, the Hubin, Wushan, and Qianjiang New City commercial districts collectively generated 1.527 billion yuan in consumption, up 22.7% year-on-year.
New scenes and experiences in commercial districts created a festive atmosphere full of traditional charm. During the holiday, major commercial areas and streets in Shangcheng District capitalized on the experiential consumption demands of residents and tourists by launching a variety of unique themed activities. These efforts comprehensively enhanced the traditional Chinese New Year ambiance while promoting cultural heritage and enriching new consumer scenarios.
As a top-tier commercial area, the Hubin district featured both trendy events and folk culture experiences. For example, Hubin Pedestrian Street hosted the "FUN Horse New Spring" event, showcasing national intangible heritage copper sculptures, international public art, and the popular healing IP Baby Chiikawa. Activities such as the YSL LOVE STORE Star Capture House and the Super Energy Block also attracted numerous visitors.
The Wushan commercial district, a core area embodying the charm of the Song Dynasty New Year, centered its activities around "National Trend Fun: Immediate Drama." It offered a series of immersive events blending folk customs and technology. On the first day of the Lunar New Year, a grand show titled "Cyber Dragon and Lion Celebration" featured traditional lion dances alongside robotic dogs, along with a drone formation performance named "Fire Phoenix." Additionally, "Intangible Heritage Blind Boxes" were randomly unlocked for participants.
Notably, Deshou Palace launched the "Deshou Night Banquet" evening tour project, combining scene-based light performances with interactive garden experiences, making it a top attraction for nighttime consumption.
The Qianjiang New City commercial district presented a Spring Festival-themed light show called "Ten Thousand Galloping Horses Illuminating the New Year," depicting lively scenes of "Horses Celebrating Spring" and "Fortune Gathering." Hangzhou MixC opened a TUMI pop-up store, while砂之船 (SASSEUR) launched the "Celebrate Chinese New Year at砂之船 Outlets" campaign. Multi-format collaborations effectively met the consumption and entertainment needs of residents and tourists.
Precise efforts through consumption vouchers contributed to strong retail growth. Before the Spring Festival, the Shangcheng District Commerce Bureau collaborated with businesses to accurately distribute consumption voucher "red envelopes," injecting real funds to boost market vitality. These included 12 million yuan in supermarket vouchers, 10 million yuan in 3C product vouchers, and 30 million yuan in automobile vouchers. The bureau also partnered with DiDi to issue exclusive ride-hailing coupons, facilitating travel and consumption for residents and tourists.
Major retailers such as Hangzhou Jiebai, Qingchun Intime, West Lake Intime, CR Vanguard, and Lianhua Fude rolled out Spring Festival promotions, including spend-and-save offers, lucky draws with points, and gift giveaways. West Lake Intime Department Store also debuted the "Immediate Fortune" IP exhibition in Hangzhou, featuring interactive activities like fortune tree blessings and "Immediate Money" photo spots, which were highly popular. Traditional New Year customs, such as calligraphy blessings and intangible heritage performances, added a unique sense of ceremony to the shopping experience.
Driven by consumption vouchers and retail promotions, retail sales showed strong and impressive growth. According to Hangzhou Consumption Online, retail consumption in the district reached 3.388 billion yuan from February 14 to 22, a year-on-year increase of 95.16%.
Cross-border collaborations ignited the food scene, driving full-throttle餐饮 consumption. During the Spring Festival, gatherings with family and friends were inseparable from dining out. The餐饮 industry exerted full efforts, leading to a new wave of消费热潮. Outside the renowned time-honored restaurant Zhiweiguan near West Lake, long queues formed as consumers flocked to purchase "Tai Ping Nian" collaboration pastries. A representative from the restaurant explained that as the餐饮 partner for the TV series "Tai Ping Nian," Zhiweiguan launched IP-themed pastries like "Horse Year Victory" and "Immediate Wealth," as well as a Wu-Yue flavor banquet inspired by the show's characters and scenes. Daily sales exceeded 1,000 boxes.
During the Spring Festival, Shangcheng District collaborated with餐饮 businesses to issue 10 million yuan in餐饮 consumption vouchers. Popular restaurants such as Hangzhou Jiujia offered special New Year's Eve dinner sets, with both main halls and private rooms fully occupied, enhancing the vibrant atmosphere of the餐饮 market.
Data from Hangzhou Consumption Online showed that餐饮 consumption in Shangcheng District reached 1.086 billion yuan from February 14 to 22, a year-on-year increase of 23.41%.
"We seized the holiday consumption opportunity to build a holiday消费 ecosystem featuring district-wide coordination and mutual promotion of supply and demand," stated a representative from the Shangcheng District Commerce Bureau. The next step involves deepening national pilot programs for new消费 formats, models, and scenarios, promoting the application of technologies such as artificial intelligence, virtual reality, and embodied intelligence in the消费 sector, and continuously driving消费 transformation and upgrading.