A festival that moved people (and parcels), but not every wallet
Mid-Autumn merged with National Day this year, creating a travel wave and a retail moment you couldn’t ignore. China clocked 888 million domestic trips and ¥809B in tourism revenue over the eight-day break – massive top-line momentum that made headlines.
Zoom in, though, and the story gets more nuanced.
Shanghai and Chengdu stood out as travel favorites, with Shanghai seeing an 18.5% rise and Chengdu jumping 28.8% year-on-year in tourist arrivals. This is proof that urban experiences still have pull even in a price-sensitive climate.
Average spend per trip dipped to ¥911 (-0.55% YoY), showing that while people traveled more, they spent a little less per journey. Retail and catering chains still grew ~2.7% YoY, and services outpaced goods (+7.6% vs +3.9% YoY), pointing to a value-savvy consumer who prioritizes experiences and utility.
China’s courier network moved an astonishing 7.23 billion parcels in just eight days – proof that China’s delivery systems can handle any Q4 rush that’s coming.
What the numbers don’t show
A pre-holiday stock market rally didn’t unlock bigger baskets. For most households, confidence tracks with housing wealth and job security, not equities.
Why the caution?
Because, that reality shaped behavior: short-haul trips, smaller-city stays, and a clear preference for “high-value, low-cost” choices. Translation for brands: consumers were out and about, but they weren’t splashing out.
Category signals you can act on
Spending shifted toward “essential indulgence”: green, smart, and cultural products led growth:
– Organic food (+27.9%)
– Smart home appliances (+14.3%)
– China-chic fashion (+14.1%).
Meanwhile, box office takings fell ~13% YoY. One more nudge that at-home and mobile entertainment kept siphoning discretionary spend.
Alipay reported 200%+ growth in inbound tourist retail spending, and half of outbound Chinese tourists used Alipay abroad.
Cross-border payments rose by double digits, confirming that Chinese consumers remain willing to explore, but are selective in where they spend.
What worked (and should roll into 11.11)
Lead with meaning, anchor with value
Campaigns centered on reunion, gratitude, and cultural meaning performed best – especially when balanced with tangible value like smart bundles, practical add-ons, or fair pricing. Services beating goods is your cue to frame products as experiences (gifting rituals, usage moments), not just SKUs.
Treat RED, Douyin, and Tmall as a relay – not islands
RED (Xiaohongshu) shaped decisions: native-looking reviews, creator notes, and searchable Chinese titles drove last-mile confidence. Douyin created momentum with emotional short video and live; Tmall captured it with delivery certainty, member perks, and bundles. Keep the baton moving – the same storyline, adapted per platform role.
Make logistics part of the value proposition
Holiday networks processed billions of parcels smoothly. Tell that story. Put delivery windows, return clarity, and local after-sales in the ad creative and on your PDPs. Reliability is now part of how consumers define a brand’s quality.
What didn’t (and why it matters)
Luxury-for-luxury’s-sake
Status-first packaging without purpose underperformed against buyers who weighed meaning and price. Refocus on useful premium: dual-use designs, keepsake elements, or meaningful collabs.
One-size-fits-all creative
Assets cloned across platforms lost steam. RED needs proof; Douyin needs feeling; Tmall needs reasons to buy now. Align funnel roles, not just formats.
Hype without aftercare
Splashy promises minus delivery clarity invited drop-offs (and returns). In a cautious market, trust beats theatrics.
Bridge to Singles’ Day: Five moves to make now
1) Position for “smart celebration,” not splurge
Keep the holiday warmth, but speak to a selective buyer: practical luxury, lasting quality, useful gifting. The surge in service spending is a reminder to pair products with experiences – think personalization, seamless setup, or easy memberships that add everyday value.
2) Turn Mid-Autumn buzz into RED search momentum
Turn your top creator reviews and customer comments into searchable RED note titles and KOC features. In a cautious market, shoppers trust real voices. Honest reviews and creator notes often sell faster than ads ever could.
3) Keep Douyin emotional, but retarget with intent
Reuse your best-performing short videos and follow up with targeted ads that feature clear offers or limited-time bundles to convert warm viewers into buyers. Prime time matters – load bids to evenings when intent spikes.
4) Make Tmall the conversion hub
Consolidate traffic to seasonal bundles, member offers, and clear delivery cutoffs. Mirror your RED/Douyin phrasing in Tmall search terms to catch cross-channel spillover.
5) Put reliability on the billboard
Show delivery dates, returns, and service in your creative – front and center. Holiday logistics scale (7.23B parcels) means you can promise confidently – and win hesitant carts.
The takeaway
Mid-Autumn 2025 proved that activity and confidence aren’t the same thing. Movement was huge; spending was selective. The brands that won told a culturally right story, made value obvious, and treated platforms like a single journey. Carry that discipline into Singles’ Day and you’ll earn more than a spike – you’ll earn staying power.
Talk to Digital Crew
If you’d like a platform-by-platform plan for 11.11 – keywords, creatives, pacing, and store strategy – Digital Crew can map it with you and your local teams. We’ll tailor it to your category and budget.
