Haircuts, cooking, etc.

Look! The "House Life" Behind Big Data (Online China)

"I have stayed at home for too long. Facing the grass above my head, I had to start it myself." Graduate student Xiao Li said in an interview.

During the epidemic prevention period, most barber shops across the country did not return to work. People who could not find a hairdresser started to buy hair clippers online, trying to solve the problem of "grass hair" with their own hands without leaving home.

According to statistics, the number of searches for the multi-platform hair clipper recently increased by 410% year-on-year, and the sales of dozens of hair clippers increased by 290% year-on-year. Even the sales of pet shavers have increased significantly compared to the same period last year.

Although offline shopping was affected, online shopping quickly filled up. During the epidemic prevention period, a number of "home products" such as eggbeaters, yoga mats, and frozen foods were welcomed by netizens, and "home skills" such as haircuts and cooking also became hot.

Unpopular goods suddenly emerge

Home life brings special consumption needs. In addition to hair clippers, which are rarely seen on weekdays, many products have also increased significantly.

Protective equipment is the product with the most significant growth during the epidemic. In addition to masks, every household is buying protective products such as disinfectant, hand sanitizer, alcohol cotton, disposable gloves and so on. Suning statistics show that the sales of Weiwang 84 household germicidal solution, dew-proof clothing germicidal solution, and blue moon aloe antibacterial hand sanitizer increased by 2561%, 643%, and 1616%, respectively, compared with the same period in 2019.

The relevant person in charge of Vipshop said: "From January 28 to February 4, sales of Vipshop cleaning products increased by more than 10 times year-on-year, of which disinfectant solution increased by 873% year-on-year; sales of household goods increased by 367.2% year-on-year, of which UV Disinfection appliances increased by nearly 300% year-on-year; sales of temperature measurement supplies such as thermometers and ear thermometers increased by nearly 20 times year-on-year. "

Among foods, online sales of categories such as frozen foods have grown rapidly. During the epidemic prevention period, people's travel is limited, and naturally they want to hoard some food in case they are needed. As a result, online purchases of foods such as quick-frozen dumplings, pork, beef and mutton, vegetables and fruits have grown rapidly. According to the data provided by JD.com, the sales of fast-food dishes recently increased by 10 times compared with the same period last year. Among them, the sales volume of Wu Daniang Dumplings during the Spring Festival has exceeded the same period last year by 45 times.

Many people have significantly increased the number of meals cooked at home, and sales of spices have risen. According to Meituan's "Big Chinese New Year's Economic Data for the Spring Festival 2020", during the Spring Festival this year, 3.93 million copies of onion, ginger, and garlic were sold, and the overall sales of various seasonings such as soy sauce, vinegar, and thirteen spices also increased by more than 8 times.

At home, people's opportunities for outdoor sports are greatly reduced, and the best way to exercise is to run or do yoga at home. Sales of various types of treadmills, fitness boards, yoga mats and other fitness equipment have also skyrocketed.

Many people are not satisfied with the traditional way of entertainment, and instead explore the VR game mode led by new technology, buy VR glasses helmets and gamepads online to get a more realistic and exciting game experience. In Tmall International, the sales of somatosensory gamepads increased 4 times year-on-year.

"Contactless" services are popular

During the epidemic prevention period, "no contact" became fashionable. Major e-commerce platforms launch "contactless" distribution services to ensure market supply while ensuring safety.

In terms of online retail, Suning takes full advantage of the full-scenario layout and relies on the online Suning Tesco platform, offline Carrefour, Suning stores and other core products such as the "1-hour scene life circle" to achieve 1-hour delivery of orders for mobile phones On-site speed service. Users can place orders through the Suning Tesco App, purchase all kinds of daily necessities, write down the place where the items are delivered, and collect them by themselves, realizing the "no contact" service throughout the process. Carrefour Supermarket also launched an upgrade service, extending the service range to 10 kilometers outside the Carrefour stores, so that more consumers can enjoy its "in-city distribution" service.

In terms of takeaway, Meituan Takeaway launched a “no-touch” delivery service for takeaway and also cooperated with Fengchao. Customers can choose to take the takeaway to Fengchao to pick up the containers. According to Meituan Takeaway's "Contactless Delivery Report", orders that have recently adopted "contactless delivery" account for more than 80% of the total order volume. In addition, KFC and Pizza Hut under Yum China as well as teas from Hi Tea and Nayuki also launched similar services.

Due to the need for epidemic prevention, many restaurants canceled meals and created contactless meals in the store by creating "contactless restaurants". The China Hotel Association recently announced the first batch of "contactless restaurants" with a number of catering brands. In the "contactless restaurant", the merchant pastes the special order QR code outside the restaurant or in the lobby area. Consumers scan the code with their mobile phones to order, and the chef will generate the meal details and order number. After the preparation of the meal is completed, the staff will then deliver the meal to the fixed meal picking area, and the consumer can pick it up by the order number.

"Home life" is not boring

"House life" has not dispelled people's enthusiasm for life at the same time, while shopping online to enrich home life, it has also improved the feelings between family members.

Mr. Chang, who lives in Baoan District, Shenzhen, is engaged in the IT industry. He is usually busy at work and only makes simple noodles and fried rice at home to fill his stomach. During the epidemic prevention period, he bought more than a dozen steaks from the Internet, drawing inspiration from cooking tutorials sent by Douyin netizens, and cooking western food for his family. He said: "Fried steaks are served with mashed potatoes, broccoli, and virgin fruit. The family likes them very much. I took pictures and sent them to my circle of friends to surprise my friends and change the image of IT men in everyone's hearts."

Many citizens have also learned new skills. Mr. Zhang, who lives in Haidian District, Beijing, bought an electric shaver from the Internet and was going to give his father a haircut. He said, "I lived in a hutong when I was a kid. I saw a shaver in a white coat shaving his head with a fader. I thought it was easy. I didn't expect it to be so difficult." Although the haircut was not satisfactory, Mr. Zhang His filial piety moved his father.

People also record short videos to record the wonderfulness of online shopping for "home life". The most popular platform for Douyin and Kuaishou short video platform is "House Skill" video. Users have shot their own cooking scenes to show a positive attitude towards life. All kinds of fresh cooking such as "fried dumplings", "rice cooker cakes" and "boiled pizza" are recorded by users and shared with everyone.

Liu Zexi Zhang Pengyu