Take-out "New Year greetings" rise, and New Year Express "runs in reverse"
Special Spring Festival has spawned consumption New Year customs
●Reporter
Chang Dao Li Ou Zhi Kui Peng Lin
Takeaways "New Year's greetings" are on the rise, and New Year’s express delivery is "reversely running" from all over the country to Guangdong. "Enjoyment-oriented homes" drive consumption upgrades, and local travel around the area brings a strong flow of passengers... The first Spring Festival under the normalization of epidemic prevention and control. Guangdong New Year has given birth to a lot of consumer New Year customs.
Behind this, major merchants and online platforms have also ushered in a "big test" of supply and service guarantee.
Faced with the large-scale temporal and spatial changes in passenger flow and consumption, Guangdong has issued various policies to ensure that migrant workers stay in Guangdong for a good year, and combine expanding consumption with improving people’s quality of life, so that the consumer market’s material supply is "sufficient" and festival logistics. "Tong", special consumption "warm".
Blowout growth of consumption upgrade products
LED electronic screen lanterns projected cultural elements such as lion heads, and light and shadow interactive installations projected scenes such as Huahai Waterfall and colorful butterflies flying. Many tourists came to check in and take pictures and make good wishes for the New Year... At Beijing Road Pedestrian Street, Guangzhou, technology empowered Let the New Year here have a special flavor.
During the New Year in Guangdong, local tourism, surrounding tourism, and intra-provincial tourism, the combination of cultural tourism and technology not only creates a strong New Year flavor, but also becomes an important force in driving consumption upgrades.
According to Li Yanzhong, Director of the Management Committee of the Beijing Road Cultural Core District, Guangzhou, Beijing Road Pedestrian Street accumulated 2,563,500 passengers during the 7-day Spring Festival, an increase of 327.96% from the same period in 2020; revenue was 37.935 million yuan, an increase of 378.71%.
Based on the prevention and control of the epidemic, major shopping malls in Guangdong have also taken various measures to attract customers and promote consumption.
"In Guangdong New Year's Eve and Valentine's Day, the majority of visitors to the store are family customers and couples." The person in charge of Guangzhou Friendship said that compared with last year, sales of most categories of Guangzhou Friendship achieved a 3-digit growth year-on-year.
In Guangdong's major shopping malls, the sales of consumer upgrade products such as cosmetics, luxury watches, gold, jewelry, and home appliances have shown a spurt of growth.
"During the Spring Festival, the flow of Guangbai shares exceeded 300,000 people, and the cumulative sales exceeded 130 million yuan as of February 16." The relevant person in charge of Guangbai shares introduced that high-end cosmetics gift boxes were popular during the Spring Festival, and cosmetics sales were nearly 10 million yuan; gold Such commodities are also highly sought after, achieving sales of nearly 30 million yuan.
"Enjoyment home" drives online consumption
"I missed the taste of my hometown for the New Year in Guangdong, so my parents sent me new year goods from my hometown." Xiao Xie, who works in Dongguan, said that although he could not go back to his hometown of Henan for the New Year, he also felt it through express delivery of the new year goods from his hometown. A strong flavor of the year.
As a large province of migrant workers, Guangdong ushered in a "New Year Transport" express delivery of "less people move, more goods flow". New Year's goods are "reversely running" from all over the country to Guangdong.
Cainiao data shows that the shipment volume from February 4th to 15th is 4 times that of the same period in the 2019 lunar calendar, and the "three links and one delivery" express delivery volume has reached more than 8 times the same period in the 2019 lunar calendar.
Among them, from the 23rd to the 26th of the twelfth lunar month last year, Guangdong became one of the top ten provinces in terms of parcel inflow growth.
Take-out "New Year greetings" has also become a new "New Year custom" in Guangdong.
On Valentine's Day, Li Ying, who stayed in Guangzhou for the New Year, ordered a bunch of flowers for her mother in Ningbo.
"No matter where you are, you can send blessings to your family through takeaway."
The New Year data report released by Alipay's digital life platform shows that the number of remote takeaway orders placed remotely in cities such as Shenzhen and Guangzhou ranks in the forefront of the country. Ginseng nourishing gift boxes, flowers and fruits have become popular New Year gifts.
In Guangzhou, flower orders increased 91 times compared with last year's Spring Festival.
The consumption ecology of New Year's Eve dinner has also quietly changed.
From the 28th lunar month to the New Year’s Eve, Ele.me platform’s semi-finished New Year’s Eve meal takeaways increased by 4 times.
At the same time, low-calorie menus are popular.
Taobao data shows that the calories of the New Year’s Eve dinner have dropped for three consecutive years.
It can be seen that the home economy is still a strong driving force for online sales, but unlike before, home consumption during the Spring Festival shifts to "enjoying homes."
"During the Spring Festival, the scale and influence of the'contactless economy' has further increased." According to Pan Helin, executive dean and professor of the Institute of Digital Economy at Zhongnan University of Economics and Law, the rise of "cloud" New Year greetings is due to domestic consumption on the one hand. Consumers have formed a habit of online shopping, and the popularity of smart phones among farmers and the elderly has promoted the penetration of e-commerce into the "sinking" market.
At the same time, with the rapid development of infrastructure and the maturity of the logistics system, "foreign goods entering the village and native goods entering the city" have become more convenient.
Guaranteed supply and distribution
"Send" to thousands of homes
"This year's Spring Festival we have specifically increased the stocking volume, especially the stocking of basic people's livelihood products such as rice, noodles, grain and oil is 2-3 times the usual. In response to the increase in local demand, we have also strengthened the stocking of instant foods such as noodles, dumplings, and instant noodles. To ensure that the migrant workers who celebrate the Chinese New Year on the spot can spend the Spring Festival with peace of mind." The relevant person in charge of Guangbai shares said.
Sufficient supplies to welcome the new year.
During the Spring Festival, the reporter visited a number of supermarkets and farmer’s markets, where supplies of daily necessities such as grain, oil, meat, eggs, vegetables, and milk were available, and commodity prices tended to stabilize.
The major supermarkets throughout the province are planning to purchase and reserve daily necessities at 2-3 times the same period.
Logistics distribution is also guaranteed.
During the Spring Festival, 14 major express delivery companies including China Post, SF Express, and JD.com did not stop their operations, and nearly 170,000 couriers went to work.
"There are a lot of orders for the Spring Festival, and I have been taking orders." Li Donghai, the online car-hailing driver, responded to the call to stay in Guangdong for the New Year, and at the same time, he also contributed to the protection of citizens' travel.
"The rewards that the platform gives to duty drivers are very real. There are free lunches and lotteries, and there are several yuan subsidies for each order."
The prosperous online and offline consumption during the Spring Festival is inseparable from the service staff who still stick to their posts during the Spring Festival.
The "large arteries" and "microcirculations" of the transportation of daily necessities have been unblocked, and only then can we have the heart-warming Spring Festival under normalized epidemic prevention and control.