Long queues, crowded crowds and steaming consumption scenes have returned. The catering industry and retail industry are important windows to see the vitality of residents' consumption. In Shanghai, these industries are emitting vigorous vitality. According to the Shanghai Municipal Commission of Commerce, the New Year's Eve dinner market in Shanghai during the 2023 Spring Festival presents a thriving scene of restaurant food reservation and prefabricated food take-out. According to the data, the number of food reservations in Shanghai's restaurants exceeded 80%, and the supply of prefabricated dishes for the New Year's Eve dinner increased by nearly 20% over the same period last year. Yang Hai, the general manager of Hutchison's snack area, said that the scheduled rooms for the dinner in 12 stores in Shanghai were fully booked, and the reservation rate of the hall also exceeded 90%. "The New Year's Eve set meal we launched mainly meets the consumption upgrading needs of residents. The most popular is the range of 2000 yuan to 3000 yuan per table. Residents are very willing to eat good food at the New Year's Eve dinner, especially the" family photo "and other winning dishes are very popular." Yang Hai said that this spring festival, 70% of the employees of Hutchison snack stayed in Shanghai, "Employees are encouraged to be more and full attendance during the Spring Festival by staying in the company through feelings and bonuses." Before the Spring Festival, there was another long line on Nanjing Road, the "First Commercial Street of China". The "time-honored" Xinya Cantonese Restaurant posted the details of the 2023 New Year's goods in the store, and many residents lined up to study the details. This year, Xinya Cantonese Restaurant launched a limited number of semi-finished packages suitable for small families of 3 people to better meet the needs of small families in Shanghai for the Spring Festival. In response to the new consumption scenario of "stove", which is particularly popular this year, Xinya Cantonese Restaurant mainly launched the 2023 barbecue gift box, which contains more than 10 dishes such as seafood, meat and vegetables, to meet the needs of young consumers for the new consumption scenario of "stove roast meat and tea". "Time-honored brands" are making great efforts in the New Year's Eve market, and new brands are no less attractive. The person in charge of the new consumer brand "Lixiangguo" introduced that, with the help of new marketing methods such as live broadcast, the gift box series of New Year dishes that enable young families to quickly "get started" became a "hot item" in the market once it was launched. "This year, we have transformed the 'hard dishes' and' big dishes' such as the Golden Soup Buddha Jumping off the Wall and the Golden Soup Huajiao Chicken into a single dish that can be eaten by one person to meet the needs of small families to upgrade their consumption in the Spring Festival." It is worth noting that many life service platforms, in addition to cooperating with "time-honored brands" to launch the delivery of prefabricated dishes for the New Year's Eve dinner, have also opened the take-out reservation of cooked dishes for the New Year's Eve dinner, so that consumers can purchase the harvest day in advance Hot dishes from brands such as Grandmother's Home will be delivered to the home on New Year's Eve after being cooked in the restaurant. The catering industry is jubilant, and the retail industry also feels the vitality of consumption in the Spring Festival. The potential of consumption in the Spring Festival is being activated, from the long line of lanterns to the new "time-honored" stores with full firepower. The 2023 Yu Garden Lantern Festival, featuring elements of the Chinese traditional classics "The Classic of Mountains and Seas", the lighting technology of intangible cultural heritage, and a large number of multimedia and AR technologies, became popular quickly after the official lighting of the festival. Huang Zhen, chairman of Yu Garden Co., Ltd., said that since the launch of the Lantern Festival, the daily passenger flow of Yu Garden has exceeded 100000, returning to the pre epidemic level, and long queues have also appeared in the business circle, "which reflects the recovery of consumer confidence in the whole market. At the same time,