The young people in this class are a bit "weird" in consumption...

　　Have you played during the "Eleventh" Golden Week?

While you are "eating, drinking and having fun", some people have "secretly" opened up a new consumption model. Everywhere reveals that they are different from others. They wear Hanfu, eat mooncakes flavored with snail noodles, live in a "midnight room", travel customized tours...

New product

　　When you are still indulging in the "first cup of milk tea in autumn", some people "simple and rude" start to buy milk tea machines, self-produced and sold, and do as much as you drink. According to many e-commerce platforms, the "11" holiday Milk tea machines are selling well.

There are many ways to drink. In addition to pearls and tea bags, some people add coffee, oatmeal, yogurt, oreo.

Data map: Drinks such as milk tea are selling well.

Wang Yuanshe

　　When you are eating mooncakes and tasting hairy crabs during the Mid-Autumn Festival, some people go to the "stomach" at once and start eating "hairy crab-flavored moon cakes."

In addition, Internet celebrity ice cream, snow top cakes and tiger skin cakes sold well in some chain convenience stores.

　　According to an e-commerce platform, the taste of mooncakes for young people is a bit "exotic". Among them, mooncakes with snail powder flavor are the most popular among young consumers, and search volume has soared by 700%.

Leek mooncakes rose 170%, and durian mooncakes rose 30%.

Mooncakes flavored with snail noodles, spicy chicken, spicy strips, leeks, and bubble tea are among the top five best-selling lists.

　　Do you feel that this young people's consumption is a bit "weird"?

Not to mention, retro and national style are their favorite labels.

"Train ticket collection book, Polaroid photo album, retro boarding pass stickers and other small travel products are deeply loved by young users born in 1995, and have good sales on the "11". "Lexin's "11" consumption The report shows.

　　The report released by Bianlifeng pointed out that this year's young people not only focus on health and wellness, but also prefer Internet celebrity products.

For example, the beverage will choose zero sugar and zero fat beverages such as zero cola, the whole wheat bread will choose the crab flavored mooncake, the peripheral products will choose the "Five Elements of Wushan" (a domestic animation) element, and so on.

　　During the "October" holiday, some people dedicated their time to decoration. Don't explain to them the word locks, A-level locks, and B-level locks. They like automatic fingerprint electronic locks.

According to data from the JD platform, during the "Eleventh" period, kitchens, bathrooms and home appliances have entered a rapid growth track, among which the attention of automatic fingerprint electronic locks has increased by more than 100%.

On October 2, tourists watched a live performance about the traditional culture of the Hani nationality in Yunnan Nationalities Village.

Photo by China News Agency reporter Liu Ranyang

New service

　　With new products, there will naturally be new services.

The Ministry of Commerce stated that during the "Eleventh" period, under the normalized situation of epidemic prevention and control, new types of consumption such as online shopping, live broadcast delivery, online meal ordering, and customized travel continued to flourish during the Golden Week.

　　Especially for customized tours, Ctrip data shows that during this National Day holiday, the number of tourists who signed up for private groups increased by 100% year-on-year, which greatly exceeded the growth level of the domestic tourism market.

Who is paying for the private group?

Image source: Ctrip

　　In terms of expenditure, the per capita expenditure of domestic private groups is about 5,000 yuan, an increase of 13% compared to last year.

Even some domestic travel products with a unit price of more than 10,000 yuan are in short supply.

　　In addition, the popularity of new games such as luxury car self-driving, drone aerial photography, gourmet private groups, outdoor hiking, paragliding, hot air ballooning, and diving has soared.

　　According to data from an e-commerce platform, during the "11th" period, the turnover of "sports services" increased by 17 times year-on-year. In addition to some traditional sports, new projects such as children's swimming personal training and parent-child desert cross-country are also sought after-this may not be pure In order to play, it also helps parents who are worried about how to bring their children to relieve their urgent needs.

　　Play is different, and live is different.

During the "Eleventh" period, many travel platforms launched "Midnight Room".

"Midnight room" generally refers to room service from 0:00 to 11:59 noon.

Some netizens said, "I have only heard about the hourly room, but I didn't expect the'midnight room' to come out." This aspect reflects the rise of the night economy, because there is no need to sleep in the first half of the night.

new fashion

　　New consumption is not only reflected in the types of goods and services, but also in the form of some new fashions.

　　During the "Eleventh" period, some catering companies in Hebei launched small portions and half-portions to allow customers to eat well; some catering companies in Yunnan launched a "Gourmet Gastronomy to Promote Consumption" activity to guide consumers to order, Pack leftovers.

　　The special book bar in Qinghai has become a popular place for people to "check in" during the festival, and the "national poetry reading + live calligraphy" in Qingdao has become the trendiest and most cost-effective holiday experience for citizens, and the "mountain and sea fantasy" night tour list on Wangwu Old Street, Jiyuan, Henan The number of daily tourists exceeds 15,000.

Hanfu topics frequently rushed into hot searches.

Weibo screenshot

　　Especially "Guofeng" related products or services are selling well.

Take Hanfu as an example. During the "11th" holiday, Hanfu related topics frequently rushed into hot searches, and #汉服就是能有多仙气# read over 500 million.

Why is Hanfu hot?

Some netizens said, "As soon as I put it on, I feel'celestial spirit fluttering.' "The national style and charm are full.

"

　　Data from the Ministry of Commerce also shows that this "11" holiday, large-scale online platform escape rooms, VR games, Hanfu experience and other new consumer orders increased by 58% year-on-year.

　　Many opinions believe that Hanfu has been tied with JK uniforms (girls' high school uniforms) and Lolita (Lolita) clothing styles, becoming one of the three new consumer clothing products.

Data map.

Photo by China News Agency reporter Chen Jimin

　　In addition, during the "October" holiday, the sinking market consumption rose significantly.

"One of the stores in Convenient Bee Langfang ranks no less than the store in downtown Shanghai in the latte-flavored coffee sales ranking."

　　Xue Enyuan, executive director of Bianlifeng, analyzes that the consumption power of this "Eleventh" sinking market is no less than that of first-tier cities; while young people occupy the main consumer group, they both maintain health and love online celebrity products; "Trend" has become a real consumption scene.

　　What new types of consumption have you participated in this Golden Week?

　　Author: Wu Tao