"Chinese New Year in situ" releases new consumption potential
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"The Spring Festival with the smallest activity radius" presents a new format, and offline entertainment consumption and offline physical consumption will grow rapidly, and many stores will move their activities from offline to online.
The Spring Festival is approaching. Affected by the epidemic, many people across the country have chosen to "Chinese New Year in situ". This festival has a different flavor.
"New Year's on the spot" keeps people, but what cannot keep is the continuous growth of consumer demand.
"The Spring Festival with the smallest activity radius" also presents a new format, and offline entertainment consumption and offline physical consumption will grow rapidly.
Many stores have moved their activities from offline to online, and put their little homesickness in the express package, so that tourism can go from out of the province to the local area...
Online New Year Festival leads the New Year trend
“If you don’t go home this year, just buy something and send it back so that relatives at home can taste the taste of Xinjiang.” In the small fresh and dried fruit shop, Sister Xu carefully selected the dried fruits to be sent home, such as almonds, raisins, milk dates, Jujubes wrapped in walnuts, etc., a full box weighing 6 kilograms, "Boss, give me half a kilogram of milk dates. I want to take them back to my children."
The shop where Mrs. Xu is located is in the Chungan Fresh Fruit Market in Xinbeiyuan, Urumqi. The huge market has everything from dried and fresh fruits on the table to delicious dishes on the table.
"This year, everyone is at home for the New Year. Most customers bought things and sent them back. From specialty dried fruits to fresh fruits, many people asked for it." said Xu Wei, the shop owner of Section B of Chungan Fresh Fruit Market in Xinbeiyuan.
According to Xu Wei, in the market, the peak of consumption was a week earlier. “Everyone is afraid that they will not be able to buy things near the Spring Festival. They buy early this year. When some people send things home, they also buy their own New Year goods.”
In order to ensure the normal supply, in addition to the dried fruits ordered in advance, Xu Wei will buy fresh fruits at 7 am every day.
For customers with special requirements, Xu Wei will make statistics in the group and purchase uniformly to ensure the freshness of fresh fruits.
From offline to online, not only the dry and fresh fruit market in the urban area, but also the vegetable and fruit store in front of the house has opened online services.
Click on Meituan, enter the Meituan selection page, automatically locate near home, and display the pick-up point of the nearest supermarket or fruit shop, including dry and fresh fruits.
"Everyone is most afraid of not being able to buy things during the Spring Festival. I entered the Tianshan group buying group in the supermarket at my doorstep. They have everything, and they are all available the next day. It is convenient and safe." said Ms. Wu, who lives in Urumqi.
In addition, platforms such as Ele.me and Meituan in different regions cooperate with local municipal commerce bureaus, industry associations and other departments to issue consumer vouchers and platform promotions to provide online orders and offline delivery for "local Chinese New Year". The convenience of shopping at the store makes shopping at home.
A table of New Year’s Eve dinners for homesickness
Open the mobile phone "Shen Pai Yanxuan Shopping Mall", the red New Year's Eve dinner successfully attracted attention.
Different gift boxes to meet the needs of different people, 99 yuan "auspicious gift package", 198 yuan Fu Niu gift package, 368 yuan Fukang gift package and 418 yuan family portrait gift package, unique Shen Pai such as sand, meatballs, beef jerky, etc. Food adds special features to the New Year’s Eve dinner.
"Our gift boxes are products made by Shen Pai for more than ten years. They are very suitable for home storage and gift giving. There are also group buying areas on the cable to satisfy customers for buying new year goods without leaving home." Manager Cao Dongfang, Jingkai Wanda Silk Road, Urumqi Introduced.
It is understood that Silk Road Oriental is one of the brands of Shenpai Food. This year's New Year's Eve gift package can satisfy Urumqi and Changji area and can be delivered directly to home.
The special New Year’s Eve dinner for foreigners has become one of the first choices for the Spring Festival this year. “There are many people in the family during the Chinese New Year, and we will all go outside. This year’s epidemic is not convenient. Let people be sent home and live at home for a whole year.” Living in Urumqi City Ms. Jin said.
The digitalization of retail has become the key for the catering industry to try to stimulate new scenarios, new demands, and innovate marketing methods.
According to data from Tianyan Check, there are currently more than 12.38 million catering companies in my country, and more than 2.52 million will be established in 2020.
Many catering companies have deployed new retail digitalization, and further promoted online multi-channel platform sales, including hotel WeChat mall, online new media platforms, etc., and also launched Douyin live broadcast to carry goods.
This year’s Spring Festival, Xinjiang catering companies have launched a gift box gourmet tour. For example, Wuwuzi Lamb has recently launched 288 yuan, 388 yuan, and 1088 yuan gift boxes, focusing on specialty dishes such as lamb, handmade meatballs, horse intestines, and cooking instructions. , Only need simple processing, you can have a table of delicious food.
In addition, delivery of New Year's Eve dinner to home is also the main Spring Festival event for catering companies.
Located in the Shayibake District of Urumqi, Xinjiang, the Western Region Old Huimin’s restaurant specializes in delivering New Year’s Eve dinner to home. According to the store manager Ma Xiaoshuai, the Western Region’s old Huimin’s New Year’s Eve dinner set is about 20 dishes, depending on different customer needs Match selection.
The gift boxes of big-name catering companies arrive home, and the delivery services of small restaurants are not inferior.
Since February 4, Bayizhen takeaway hot pot located in Midong District of Urumqi has occupied the homepage of WeChat Moments. The red New Year’s Eve dinner album has attracted a large number of customers to order.
"Usually we order their hot pot, and the order was placed early in the Spring Festival. The hot pot is lively and lively at home for the New Year." said An Li, who works at the Urumqi Postal Savings Bank.
There is a taste of New Year everywhere in the supermarket
Ru Wenjing, who has just returned home from Nanjing, said with emotion, "New Year's taste is in the supermarket."
Stepping into the supermarket, the taste of the new year will come to you: red lanterns, auspicious calligraphy and paintings, festive music and bustling crowds... "Buy some chocolate, the new year will be sweet", "Buy more meat", "Don't forget seafood , Especially shrimp"...you can hear the taste of each family along the way.
In addition to the supermarket, the shopping mall also has a strong New Year flavor.
Full reduction activities for cosmetics on the first floor, promotional discounts for clothing and department stores on the second floor, and film books on the third floor to meet spiritual needs... Walk into the Huijia Times Beijing Road store in Urumqi, Xinjiang, and the flavor of the year bursts into every store.
The New Year flavor indoors is rich and colorful, and the New Year flavor outdoors is booming.
Gongmi Alley is located beside the river channel of Zhengjie Street, Midong District, Urumqi City. The antique bridges and running water, the prosperous couplets of paper candy, are just like the market in childhood, but the frozen people are lively.
"Just like when I was a child, I bought couplets, candies, and trinkets on the street. Although it was cold, it was really lively," said Liu Ying, who was dressed in Hanfu. "The scenery here is also good, and you can take beautiful photos." Go buy couplets and take photos with your little friends.
"I'm quite excited. This time in Xinjiang, there is heating and snow, and it feels pretty cool." Mr. Huang, who lives in Wuhan, said with a smile. It was the first time that he couldn't go home for the New Year because of work, but he still I look forward to skiing in Altay for the Spring Festival with my friends.
Many businesses believe that under the advocacy of "Chinese New Year in situ", more people from other places join the local Spring Festival consumption, and the overall consumption situation of this Spring Festival will usher in a huge growth.
On the premise of preventing and controlling the epidemic, increasing the supply of specialty tourism products and designing some products related to the traditional Spring Festival will attract a large number of local Chinese New Year people to experience local New Year customs and traditional New Year flavors, and then promote relevant Consumption growth.
Wu Duosi
Wu Duosi