"Electronic Merchants" who are almost endless during the Spring Festival
The Chinese celebrated a different Spring Festival under the call of "Chinese New Year on the spot".
Many people living in other towns have tried and experienced different forms of home entertainment, New Year's Eve dinner, New Year greetings and other new forms of New Year.
“I’m cooking sea cucumber with scallions, a classic Shandong dish.” At 1:30 pm on New Year’s Day, the atmosphere of the Novotel Xinqiao Hotel in Beijing was full of lively "New Year". Chef Jia Changhe was in the kitchen. Live broadcast for New Year’s Eve dinner.
Because of the special nature of "New Year's Eve in situ", many "original people (people who celebrate the new year in situ)" who cannot return to their hometowns will choose to book the New Year's Eve dinner online or buy semi-finished products online.
Fliggy data shows that the number of bookings for hotel catering products such as New Year's Eve dinner, afternoon tea, and buffet has soared by more than 2800% year-on-year.
According to the website of the Ministry of Commerce, non-contact, less gathering and safe consumption has become a consensus, and the appointment system and the staggered leisure vacation are widely respected.
Although offline reunions have been eliminated, and New Year celebration activities have also become home shopping, online festivals, home services, etc., the consumer market still shows vigor and vitality.
In the context of in-situ Chinese New Year, consumers moved to the front line, people from all walks of life insisted on guaranteeing their jobs, and the e-commerce and logistics industries had a special "non-closing Spring Festival".
"Electronic Merchants" who only take a day off during the Spring Festival
Many online shopping platforms have launched non-closing activities during the Spring Festival, and Xiong Yujin is one of the busy "electronic merchants".
Xiong Yujin is the head of Jingdong (Beijing) Pinggu Pavilion.
He told reporters that during the Spring Festival, he was mainly responsible for the supply of online and offline daily necessities in Pinggu District on the JD platform.
"The biggest sales during the Spring Festival are some Spring Festival packages, New Year gift packages, etc."
Xiong Yujin said that the Pinggu Pavilion he is responsible for is a combination of online and offline stores. Offline stores are chained. Consumers can place orders online and choose to deliver them to their homes or pick them up at the store.
"All activities during the Spring Festival are the same online and offline. The only difference is that online products will be packaged for easy distribution and transportation. Offline is retail, and packaging will be different from online."
During the Spring Festival, the Xiong Yujin team only took a day off on the first day of the new year, and worked normally at other times, and both online and offline stores were open normally.
"During the New Year, the off-get off work time will be later than before, usually from 8 am to 9 pm, and the New Year's delivery will be even later."
Xiong Yujin revealed, “The commodities we sell include daily necessities and fresh food. Our daily turnover is 30,000 to 40,000 yuan, which will increase slightly during the Spring Festival.” Xiong Yujin said that the daily turnover before and after the Spring Festival is 50,000 to 60,000 yuan.
Taobao seller Deng Siliang also celebrated a "not closing" Spring Festival this year.
During the Chinese New Year, his family's pet supplies were shipped normally, and the sales volume was about 200 pieces per day.
"Our working hours are from 9 am to 12 pm. There is little fluctuation in the amount of orders during the Spring Festival, but we are also working overtime."
Deng Siliang said that during the Spring Festival, employees will be arranged to shift shifts and red envelopes will be issued to subsidize employees who are still working overtime during the Chinese New Year. The work arrangement of the online store is to send goods once every two days, which is more busy than usual.
In fact, in-situ Chinese New Year did not lead to an explosion of consumption on all e-commerce platforms and categories. Some businesses told the Beijing News Shell Finance reporter that, for example, in the suburbs of some first-tier cities, the migrant population is not very dense, and there is no particularly large migrant population. During the Chinese New Year stay, some daily consumer goods have not shown a particularly upward trend.
JD.com's big data shows that the local Chinese New Year has promoted the growth of many "pleasant consumption" categories.
Many related categories have increased by more than 30% year-on-year.
Among them, the transaction volume of game controllers in Beijing increased by 107% over the same period of the lunar calendar last year, and catering, home entertainment, and travel have become important categories of online consumption.
At the same time, service consumption in first-tier cities continues to grow. Since 2020, health and medical services have become the most eye-catching growth point. During the Spring Festival, such consumption continues to maintain rapid growth throughout the country. In addition, in first-tier cities such as Beijing, Shanghai, and Guangzhou, automobile services , Vocational skills training services, ticket services for surrounding scenic spots and other lunar calendar transactions in the same period have a year-on-year increase of 3-6 times.
On-site Chinese New Year, the chef and his family "together" eating dumplings in the video
"Chinese New Year in situ" has spurred catering consumption, and online catering consumption increased sharply during the Spring Festival.
According to data from the Ministry of Commerce, on New Year's Eve, the volume of takeaway orders on some platforms increased by 70% year-on-year, with Beijing, Shanghai, Shenzhen, Guangzhou, and Chongqing ranking the top five, and the number of online New Year's Eve dinner package sales in Qingdao increased nearly three times year-on-year.
“This year’s New Year’s Eve dinner is mainly Shandong dishes, such as braised prawns in oil, sea cucumber with green onions, braised mullet egg soup, coriander pandan, etc." As a chef with 12 years of experience in New Year’s Eve dinners, Jia Changhe believes that the Spring Festival is He is the head of a hundred festivals, but in order to work and serve customers, although his hometown is in Xianghe City, Hebei Province, a short distance from Beijing, he has not returned home to eat New Year's Eve dinner with his family for 12 consecutive years.
"Really homesick." Jia Changhe's biggest wish is to be able to cook a New Year's Eve dinner for his family by himself.
Speaking of family, the warm and hearty Chef Jia's tone became softer, "I have two girls, the older is in sophomore year, and the younger is just in big class".
After get off work on New Year’s Eve, Jia Changhe and his family ate dumplings together through video, wishing the New Year.
This year’s online New Year’s Eve dinner orders have increased significantly. “Compared to the large-volume refunds during the Spring Festival last year due to the epidemic, this year’s private rooms are basically full.” Jia Changhe said that the New Year’s Eve dinner has always been one of their restaurants’ traditions and characteristics. , The restaurant will start preparing the menu six months in advance, and modify it several times according to the tastes of customers, "We are thinking of serving the guests first, and then we will celebrate the New Year on the spot."
In addition to the New Year's Eve dinner in the restaurant, this year's semi-finished New Year's Eve dinner is also very popular.
According to the Chinese New Year consumption data of Ali's "Send Love Home", from the 28th to New Year's Eve of the Lunar New Year, Ele.me platform’s semi-finished New Year’s Eve meal takeaways increased four times year-on-year.
“It may be the effect of the Chinese New Year in situ. I obviously feel that this year’s sales are very good, and many stores even have out of stock.” Zhang Liang (pseudonym), a researcher and developer of Hema New Year dishes, said that many people chose to celebrate the New Year in situ this year, especially In Beijing, there are people from all over the country. The dishes consumers consume online include local specialties, such as sauced beef from the north, Fujian Buddha jumps over the wall, Guangzhou bon choi, and Huaiyang lion head.
Zhang Liang has many years of experience in researching dishes. He believes that, unlike other commodities, under the Chinese cultural background, there is always a demand for New Year's Eve dinner.
Although consumption patterns will gradually change, semi-finished products and online consumption will appear, but the traditional New Year’s Eve dinner habits will not change.
E-commerce end delivery is busy, many couriers voluntarily schedule shifts during the Spring Festival
"Chinese New Year in situ" has become a feature of this year's Spring Festival. Many people who don't go home choose to send New Year's goods to their hometown to express their hearts.
According to data from JD.com, from the 30th to the fifth day of the first month of the new year, the transaction volume of off-site orders increased by 58% over the same period last year. The top five provinces and cities with the highest proportion of off-site orders were Hubei, Jiangsu, Henan, Beijing and Shaanxi.
The Ministry of Commerce, in conjunction with relevant departments, guided locals and enterprises to launch the "National Online New Year Festival", and online retail sales exceeded 120 billion yuan in the six days before the holiday.
With the popularization and application of new technologies such as 5G and 4K, more and more people "cloud" New Year anytime, anywhere.
Online consumption has driven the operation of logistics. Logistics has become the "New Year Transport" and express parcels have become the "Protagonist of the Spring Festival Transport."
According to the monitoring of the express big data platform of the State Post Bureau, during the Spring Festival (February 11-17), the postal express industry across the country collected and delivered 660 million parcels, an increase of 260% year-on-year.
Guo Pengcheng of the Beijing Olympic branch of Yunda introduced to the Beijing News reporter that more than half of their branch couriers did not go home during the Spring Festival this year.
Guo Pengcheng said, “In previous years, everyone would go home early for the New Year. This year, the express delivery will not close. About 10 couriers in our branch will stay in Beijing, and 4 customer services will not go home.”
Hou Xiaobin, the courier of Shentong Express in Yangfangdian District, Haidian District, Beijing, did not return to his hometown this year. He has not spent the New Year with his wife for three consecutive years.
"I went back to my hometown in the first two years. She stayed in Beijing. This year, I stayed in Beijing. She went home to accompany her parents. Originally, I planned to go back this year. Later I thought about it again and again. The company’s delivery pressure."
With the increase in online consumption of "Chinese New Year in situ", the number of packages also increased.
In this regard, Guo Pengcheng has direct feelings.
"It is obvious that there are more people in Beijing who will not go home this year, and the volume of delivery by couriers has increased a lot compared with previous years. Everyone bought the most new year goods, and food products accounted for the majority."
The Beijing News Shell Finance reporter learned that many express companies announced that their express delivery will not be closed on the eve of the Spring Festival. Many couriers voluntarily or are required to schedule shifts. The express companies provide corresponding double delivery fees and red envelope rewards for the couriers on duty.
The flow of New Year goods has spawned new consumer demand and activated a huge domestic demand market.
According to data from the State Post Bureau, since the launch of the "Online New Year's Day" on January 20, the national online retail sales have exceeded 510 billion yuan, and the national express delivery business has increased by more than 30% year-on-year.
According to the WeChat official account of the State Post Bureau, the number of express companies participating in the "No Closing Spring Festival" this year has increased significantly.
During the Spring Festival this year, the express mail structure has changed. The proportion of e-commerce express mail has increased significantly compared with the same period last year. The business volume of large mail has increased rapidly, and the demand for express mail in major cities has become stronger.
Beijing News reporter Cheng Zijiao, intern Lin Mengxue and Li Jingyu