Douyin's 2025 Spring Festival Consumption Data Report: Livestreaming Significantly Boosts Offline Consumption, Intangible Cultural Heritage and Tourism Emerge as New Highlights

Tech 2025-02-06 10:59:24 Source: Network

Douyin's 2025 Spring Festival Consumption Data Report: Livestreaming Significantly Boosts Offline Consumption, Intangible Cultural Heritage and Tourism Emerge as New HighlightsDouyin's recent release of the "2025 Spring Festival Consumption Data Report" reveals a robust increase in offline consumption during this year's Spring Festival holiday. Fueled by diverse short videos and livestreaming content focusing on intangible cultural heritage, local tourism features, and returning-home exploration, the platform's food, drink, play, and group-buying orders increased by nearly 1

Douyin's recent release of the "2025 Spring Festival Consumption Data Report" reveals a robust increase in offline consumption during this year's Spring Festival holiday. Fueled by diverse short videos and livestreaming content focusing on intangible cultural heritage, local tourism features, and returning-home exploration, the platform's food, drink, play, and group-buying orders increased by nearly 1.5 times year-on-year. Livestreaming alone contributed over 70% of this growth.

The report shows that from New Year's Eve to the sixth day of the lunar new year, the viewing time of lantern festival livestreams on Douyin increased by 47% year-on-year. The rise of cultural interest consumption drove a staggering 462% year-on-year increase in group-buying orders for folk custom garden parties. For example, over 300 Douyin livestreams helped boost group-buying sales by 150% for the Tangshan Hetou Old Street's Tang Dynasty Thousand Lantern Festival. The Wansui Mountain Wuxia City Temple Fair & Lantern Festival, by opening a new district and staging over 1200 performances daily, achieved significant economic benefits on Douyin, with daily average cleared-payment amounts exceeding a 120% increase from the first to the fifth day of the lunar new year.

The collaboration between Xi'an City Wall Scenic Area and Douyin also yielded remarkable results. Leveraging Douyin livestreaming, the Chang'an Lantern Festival saw a nearly 33% increase in cleared-payment orders. Similarly, Zigong's 31st China International Light Festival leveraged Douyin to achieve a 522% increase in sales compared to the previous period.

Beyond traditional lantern festivals, Douyin's lifestyle services also partnered with IP events like Beijing's Thousand Lantern Night and "Light Up Night Beijing," inviting celebrity influencers to create sightseeing and dining guides, resulting in a 210% increase in sales for the Beijing Thousand Lantern Night. Beijing's Yuanbo Garden's Spring Festival Lantern Carnival also experienced a 290% increase in group-buying sales and over 97% growth in livestream exposure via Douyin, showcasing the city's rich festive atmosphere.

The report further highlights a significant increase in the number of posts featuring intangible cultural heritage and unique folk customs on Douyin, effectively boosting local tourism development. For example, Douyin short video posts featuring Huangshan's "fish lanterns" increased by 168% year-on-year, directly driving a 458% year-on-year increase in food, drink, play orders in Huangshan's She County. Similarly, posts about Fuzhou's "three-pronged hairpin" and Southeast coastal "You Shen" folk customs increased by 558% and 152% respectively, significantly boosting Fuzhou's food, drink and travel group-buying orders.

Millions of influencers returning home to explore their local areas also played a crucial role in driving Spring Festival consumption. Young people documented their hometown's charm, significantly increasing group-buying orders for coffee shops, travel agencies, and intangible cultural heritage goods. Data shows a 99% year-on-year increase in coffee shop group-buying orders, an 87% increase in travel agency orders, and an 86% increase in intangible cultural heritage goods orders driven by these exploring influencers.

Numerous businesses actively embraced the Spring Festival opportunities, extending their operating hours to offer richer festive experiences. For instance, Beijing Daoxiangcun, through 92 livestreams and 543 promotional videos, achieved a 140% year-on-year increase in Douyin group-buying orders. Kaifeng Zhu Xianzhen Qifeng Garden, by meticulously creating themed areas such as the Song Dynasty-style experience zone, intangible cultural heritage craft workshops, and a national-style food market, and staging over 150 performances daily, attracted nearly 100,000 visitors, with Douyin cleared-payment amounts increasing by over 10 times year-on-year.

A Douyin lifestyle services representative stated that the 2025 Spring Festival consumption demonstrated strong vitality, with new content, new scenarios, and new demands emerging constantly. The platform ensured uninterrupted service during the festival while actively building bridges between businesses and consumers, supporting the continued development of unique consumption models such as "intangible cultural heritage tourism," "ancient city tourism," and "ice and snow tourism." Douyin lifestyle services will continue to leverage its platform advantages to promote the formation of a new integrated online-offline consumption pattern. The detailed data in the report showcases Douyin's positive role in promoting offline consumption and cultural tourism development, providing valuable insights into future market trends. The data reveals that the integration of traditional culture and modern technology, with the help of Douyin, not only enhanced consumers' festive experience but also created new growth opportunities for businesses.

The report's case studies encompass various regions across China, from northern ice and snow landscapes to southern unique folk customs, from historical ancient cities to modern metropolises, reflecting Douyin's contribution to regional economic development and cultural dissemination. These examples demonstrate Douyin's powerful dissemination capacity and influence, as well as the positive role of short videos and livestreaming in promoting consumption upgrades and cultural heritage preservation. Furthermore, the report's mention of millions of influencers returning home to explore their local areas reflects the consumption concepts and cultural identity of the younger generation. They are not only consumers but also cultural disseminators, promoting the dissemination and development of local culture through their experiences and sharing.

In conclusion, Douyin's 2025 Spring Festival Consumption Data Report presents a vibrant consumption market landscape. Douyin played a significant role in connecting businesses and consumers, driving offline consumption growth, and promoting cultural tourism development, offering new directions for the future development of integrated online-offline consumption models. The data and case studies presented in the report will undoubtedly provide valuable references for relevant industries and businesses, helping them better grasp market trends and formulate more effective marketing strategies. Douyin's ongoing efforts have made positive contributions to promoting China's economic development and preserving and promoting excellent traditional culture.

Disclaimer: The content of this article is sourced from the internet. The copyright of the text, images, and other materials belongs to the original author. The platform reprints the materials for the purpose of conveying more information. The content of the article is for reference and learning only, and should not be used for commercial purposes. If it infringes on your legitimate rights and interests, please contact us promptly and we will handle it as soon as possible! We respect copyright and are committed to protecting it. Thank you for sharing.(Email:[email protected])

Mobile advertising space rental

Tag: Consumption Douyin 2025 Spring Festival Data Report Livestreaming Significantly