(Economic Observation) Online "Combination Boxing" unlocks new ways to play in-place Chinese New Year
China News Service, Beijing, February 7th, title: Online "combination boxing" unlocks new ways to play in-place Chinese New Year
Author Chen Jing
Countdown to Chinese Lunar New Year!
This year, various localities advocated "Chinese New Year in situ". While celebrating the festivals, businesses from all walks of life also ushered in a "big test" of supply and service guarantee.
Direct mail from duty-free shops to "cloud shopping" becomes a new trend
The Ministry of Commerce of China previously stated that during the New Year’s Festival, various localities will use government-enterprise linkages, regional linkages, business-travel cultural linkages and other methods, combined with the development of characteristic industries and public welfare assistance to farmers, to play online New Year’s "combination punches" to satisfy consumers. Eyes, mouths, and happiness.
"Cloud shopping" is further upgraded.
Department stores in commercial districts, including Intime Department Store and Hainan Sanya International Duty Free City, have chosen to move their malls to their mobile phones. During the Spring Festival, consumers receive coupons and place orders through online mini-programs, and deliver them to home by direct mail.
According to statistics from Alipay, up to now, tens of thousands of service providers including 2,200 scenic spots, 400 civic centers, and 50 travel companies have been operating online during the Spring Festival in the country. Alipay has also cooperated with Alipay to target three groups of people returning home, homestays and local travel. Launched nine types of on-site Chinese New Year "service packages", including epidemic prevention kits, home entertainment, cloud New Year holidays, cloud shopping, cloud financial management, cloud services, preferential accommodation, timeshare travel, and rent-free, to provide consumers with "local Chinese New Year" Create a better holiday experience.
The actions of local governments are also quite innovative.
For example, Beijing today launched the "Digital Wangfujing, Ice and Snow Shopping Festival" digital renminbi red envelope reservation activity, and distributed 50,000 digital renminbi red envelopes to individuals in Beijing, each with a value of 200 yuan, with a total of 10 million yuan.
In addition, the subsidy red envelopes of 30 provinces and cities including Yiwu, Xi'an and Fuzhou are also available on Alipay, which is convenient for citizens to inquire or receive.
Highlights of pre-made dishes and hometown flavors
"If you can go back, try not to cause trouble to the government." After the government issued the "New Year's Day in situ" initiative, Mr. Song from Jiangsu decided to stay in Guangdong for the New Year. "Prepare to stock up some wine, engage in deputy mahjong, and talk to my colleagues during the Spring Festival. , Friends gathering and cooking together for New Year’s Eve is also a rare experience."
Suning Tesco's big data shows that from January 15 to February 4, the sales of mahjong machines and other products increased by 382% year-on-year, and the sales of alcoholic beverages increased by 123% year-on-year. Among them, the sales of liquor increased by 139% and the sales of fruit wine increased by 171%.
People who love liquor the most gather in the Yangtze River Delta.
Suning Tesco's big data shows that the top 5 liquor consumption regions are Shanghai, Nanjing, Wuxi, Beijing and Nanchang.
In addition to playing mahjong, drinking and drinking, lying down watching TV, swiping mobile phones, and bubble feet may be the mainstream way of celebrating this year.
Big data from Suning.com shows that during the period from January 15 to February 4, the sales of lazy sofas increased by 200% year-on-year, and the sales of footbath basins increased by 119% year-on-year.
Semi-finished pre-made dishes and single set meals have become the highlight of this year’s New Year’s Eve dinner.
Data shows that as of February 4, sales of Suning Tesco's New Year's Eve dinner "set meal" increased by 260% year-on-year. First- and second-tier cities such as Shanghai, Beijing, Shenyang, and Chengdu are particularly keen on semi-finished New Year's Eve dinners.
According to Hema data, 10% of new semi-finished food products have been added this year compared to last year, and sales have increased by 5% from the previous month. The purchase of semi-finished products may surge in the week before the Spring Festival. This number is expected to continue to grow.
In addition, the sales volume of hometown goods of "Taste of Hometown" increased significantly.
According to JD.com’s big data, Guangdong’s Chaoshan Handmade Beef Balls spread throughout the country during the New Year’s Festival, becoming one of the best-selling "Cantonese flavors".
Service consumption becomes a popular option
Not only the consumption of goods, but also the consumption of services has become a popular choice for gifts during the Spring Festival this year.
During the New Year’s Festival, the sales of service products on the JD platform increased significantly, and the orders for laundry services, health services (packages), car services, and pet services all increased significantly by 6-10 times over the same period last year in the lunar calendar.
The proportion of consumption in categories such as maternal and infant, personal care and "education and training + books" has increased significantly.
According to data from Pinduoduo, during the New Year's Day, fitness equipment, cute pet clothing, Kindle and paper books became the "New Year's three-piece suit" for consumers born in the 90s on the platform.
Tmall data shows that 60% of the orders placed on the New Year's Day are "post-90s". "Online catching up to the big fairs" has become a popular trend. The traditional New Year's flavor remains unchanged and the New Year's flavor is even stronger.
Semi-finished New Year's Eve dinners, pet New Year clothes, window cleaning robots, tableware sterilizers and other New Year goods have become the favorites of young people in the New Year's list.
Travel safety and commodity quarantine are guaranteed
While ensuring "delivery during the New Year", the epidemic prevention deployment has been further upgraded.
Jingdong's fresh produce "must be inspected every time it is fresh", insisting on 100% nucleic acid testing for all fresh goods in the warehouse, and completely eliminating cold chain operations.
In order to realize the traceability of commodity sales, Guangdong guides enterprises to use the Internet of Things, big data and other information technologies to ensure that the whole process of commodity sales is traceable, manageable and controllable through the three positioning of "people, vehicles and things"; Shaanxi relies on the "Shaanxi Cold Chain" The traceability system strengthens the traceability management of imported refrigerated and frozen products to ensure safety and control during the transportation of goods.
Under the epidemic, safe travel has become a rigid need. It is understood that more than 466 hospitals or institutions have provided nucleic acid testing appointment services through Alipay, covering 150 cities across the country.
At the same time, in order to facilitate the travel of the elderly, the "anti-epidemic health information code" has been applied for and inquired by others on behalf of the health code, which has been launched nationwide, so that the elderly can travel smoothly even without a smart phone.
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