During the Spring Festival holiday, the sales of key retail and catering companies in the country increased by 4.1% year-on-year, and online retail sales increased by 5.8% year-on-year. The achievement of impressive consumption report cards is related to the launch of consumption scenarios such as "cultural tourism + leisure", "folk customs + fashion" and other consumption scenarios in various places at the peak of consumption season. The Central Economic Work Conference made arrangements for key tasks in 2025 and proposed to "innovate diversified consumption scenarios, expand service consumption, and promote the development of cultural tourism." Practice has proved that in the face of diversified consumption needs and preferences, single consumption is difficult to impress consumers, and multiple consumption scenarios are the way out. How to grasp the key points and further innovate diversified consumption scenarios is a "must-answer question" to vigorously boost consumption and is worthy of in-depth thinking.

Diverable consumption scenarios can meet consumers' consumption needs for multiple categories of products and services, and play an important role in boosting consumer confidence and improving and expanding long-term consumption mechanisms. The scale of my country's consumer market is growing continuously, the proportion of consumption of basic living goods has gradually decreased, the consumption demand for upgrading goods has grown rapidly, and the demand for service consumption has been continuously released. With the expansion of digital technology application scenarios and the upgrading of urban business districts, the consumer market has the basic conditions for a steady leap. At the same time, the people's needs for diversified and high-quality consumption have not been fully met, and the consumption of goods and services still has potential to tap in integrating cultural and leisure functions. To vigorously boost consumption, we need to take a "combination punch" based on the overall consideration of scientific and technological applications, key industries and key groups, and innovate diversified consumption scenarios that meet diversified needs.

Expand new scenarios for digital cultural consumption. In recent years, digital technology has continuously empowered the cultural industry, and digital cultural consumption, as a new type of consumption, has shown huge development potential. After the domestic 3A game "Black Myth: Wukong" ignited the market, the Spring Festival movie "Nezha: The Devil Child's Trouble" integrates traditional culture and digital technology to present a visual feast to the audience, triggering a movie-watching craze, and driving diversified consumption such as catering, shopping, leisure and entertainment, and peripheral products. Adapting to the new consumption trend, taking excellent traditional culture as the content and digital technology as the driving force, create diversified, immersive and interactive consumption experiences, which can further improve quality, expand space, and increase advantages, enhance the stickiness of digital cultural consumption with other related consumption, and create a diversified consumption scenario driven by digital culture. Given that digital cultural consumption focuses on meeting consumers' aesthetic spiritual needs, the supply of digital cultural content still needs to be optimized. By further exploring the era value and spiritual power of China's excellent traditional culture, we will do detailed and detailed "digital + culture" related consumption to improve the inherent compatibility between digital cultural consumption and other consumption. In addition, as China's cultural and digital products continue to increase its international influence, we should further promote the deep integration of digital technology and diversified culture to adapt to overseas market demand with diversified scenarios.

Create a new scenario for cultural tourism consumption. In recent years, the tourism and leisure market has grown steadily, with the number of domestic tourists reaching 5.615 billion in 2024, and the total cost of domestic tourists traveling reached 5.75 trillion yuan. This year, various places have deeply explored the cultural connotation of the Spring Festival, planned New Year's customs activities such as temple fairs, dragon dances, lion dances, and lantern exhibitions, and held special performances for traditional programs such as operas and folk art. Museums have become a popular choice for children and parents to celebrate the New Year. During the Spring Festival holiday, 501 million domestic travelers nationwide, an increase of 5.9% year-on-year; the total domestic travel expenses were 677.02 billion yuan, an increase of 7.0% year-on-year. We will continue to use culture to shape tourism and promote culture through tourism, further promote the development of the cultural tourism industry, innovate diversified consumption scenarios, and have a lot to do in terms of scientific planning, close to demand, and improve quality and new development. In the future, as residents' income and consumption expenditure steadily grow, the popularity of cultural and tourism consumption will further increase. We should seize the opportunity to make forward-looking arrangements for the development of the cultural and tourism industry, strengthen the deep integration of cultural and tourism consumption with other commodity and service consumption, focus on scenarios such as "food, housing, transportation, travel, shopping, and entertainment" to resolve the contradiction between supply and demand. Residents' consumption demand for special food, cultural experience and art performances in tourism and leisure is becoming increasingly strong. Innovative development of various cultural and tourism products and services, cross-border integration, careful design, and concise characteristics, so as to avoid the same side as thousands of cities, scenes, and stores.

Cultivate new scenarios for elderly care and maternal and child consumption. In January 2024, the General Office of the State Council issued the "Opinions on Developing the Silver Economy and Enhancement of the Welfare of the Elderly", which put forward many solutions and specific measures to broaden the channels for consumption supply. For example, in combination with traditional festivals such as the Spring Festival and Double Ninth Festival, as well as activities such as "Respect for the Elderly Month", e-commerce platforms and large supermarkets will be guided to hold theme shopping festivals, design a special interface for the elderly version, and support the establishment of silver hair consumption zones. The "Decision of the Central Committee of the Communist Party of China on Further Comprehensively Deepening Reforms and Promoting Chinese-style Modernization" passed by the Third Plenary Session of the 20th Central Committee of the Communist Party of China proposes to improve the policy system and incentive mechanism for fertility support and promote the construction of a fertility-friendly society. There is great potential to provide high-quality goods and services to the elderly and maternal and child consumer groups. On the one hand, we can take advantage of the opportunity of renovation of old communities to develop community embedded elderly care services, improve various functions such as catering, medical care, maintenance, cultural and sports and convenience services in old communities where the elderly live in concentrated areas, and build diversified elderly care consumption scenarios. On the other hand, in response to the problems of uneven quality and lack of domestic brands in the maternal and infant consumer market, supervision should be strengthened, and the standardized and safe development of the maternal and infant product market should be promoted, and products with good quality and cost-effectiveness should be provided, and diversified consumption scenarios in the entire chain such as pregnancy health services, postpartum rehabilitation, infant and child products and early education should be built to further improve the consumption scale and optimize the structure.

(Author: Wang Yuhang The author is a professor at the School of Marxism, University of International Business and Economics)