The Spring Festival of the Year of the Tiger is approaching, and shopping for New Year's goods and New Year gifts has also been put on the agenda.

Now, the post-95s and post-00s have gradually become the "mainstay" of the family. Not only did they "reward" themselves for the whole year during the Chinese New Year, but they also began to take over the "right to buy New Year's goods".

On the big event of the Chinese New Year, what do these young people with personality like to buy?

What unique "rules" are there?

Yangzi Evening News/Ziniu News reporter conducted an interview.

　　Intern Liu Yihan

　　Yangzi Evening News/Ziniu News trainee reporter Wang Can

　　Both the old and the new

　　Love tradition, but also love "new" consumption

　　Wearing new clothes for the New Year, and the Lunar New Year is approaching, many people are already preparing for the "New Year's uniform".

With the rise of "ancient style craze" and "Hanfu craze" in recent years, more and more people have turned their attention to traditional clothing, and young people are the main force in this craze.

The reporter noticed that many Hanfu merchants took advantage of the traditional festival of "Spring Festival" to launch Hanfu for the New Year.

On the shopping platform, the price of a set of Hanfu for the New Year is about two or three hundred yuan, and the monthly sales are as high as thousands.

In addition, the new year coincides with the year of the tiger, and the tiger hats worn by children are also "new" and adult models are launched.

College student Xiao Liu told a reporter from the Yangzi Evening News that he bought an adult-style tiger hat and planned to wear it during the Chinese New Year to take pictures with a "Chinese New Year flavor".

　　Buying a New Year's calendar is a traditional way of saying goodbye to the old and welcoming the new. Now, in the face of "New Year's goods" that use paper as a carrier for New Year's cards, calendars, etc., "paperless" is more popular among young people.

"Green environmental protection" has become one of the hidden elements in the shopping list of young people's New Year's goods.

Xiao Zhan, who was born in 2000, recently received a calendar from a good friend. This special calendar consists of four acrylic boards. After inserting the calendar board and the year board into the corresponding card slots on the base, the calendar is assembled.

Xiao Zhan told reporters, "This calendar can be marked repeatedly with a whiteboard pen, which is environmentally friendly and convenient. The most important thing is that the design is so ingenious that it can show different months by moving the color block board, which is very creative!"

　　The British Museum co-branded limited edition electric toothbrush, multi-polar radio frequency beauty instrument, mulled wine set, coffee gift box with hanging ear pot and cup... all appeared on the purchase list of young people.

The monthly sales of a certain brand of electric toothbrush gift box sets on the shopping platform are even as high as 50,000.

　　In addition, according to the "Investment and Financing Analysis of New Consumer Industry in 2021" released by Analysys, the overall investment and financing of the food industry presents a trend of "healthy, convenient, delicious and national trend".

This "new consumption" boom is also reflected in the purchase choices of young people's New Year's goods. They not only pay attention to traditional New Year's goods such as nuts and dry goods, but also include health preservation and new national trends into the selection criteria.

　　A lot of love

　　True love is the most precious

　　According to CBNData research data, the main body of New Year's purchases has gradually moved closer to young people.

According to data from an e-commerce platform, as the Spring Festival is approaching, the growth rate of consumers of new year goods after the 1990s and 1995s is rapid.

Now, many post-95s have taken up jobs, have more economic voice, and have taken over the "purchasing power" in the family.

Xiao Wang, who was born in 1997, will change from a "student" to a "worker" in 2021, which is her first Spring Festival after making money by herself.

Two weeks before the Chinese New Year, she started shopping for New Year's goods. "I bought new clothes for my elders, stationery and figurines for my niece... This year's New Year's Eve will not let my parents spend money. I just didn't have enough money for work. Try to buy something that is healthy and practical.”

　　The post-00s also have their own "little treasury" to express their affection to their family members during the Chinese New Year.

Xiao Zhao, a college student, said: "I will ask my cousins, nephews and nieces if they have any New Year gifts they want, and then buy them. Of course, I will also take stock of my daily necessities and stock up on new year activities."

　　"Lazy Buying"

　　Online also has a "sense of atmosphere"

　　According to CBNData survey data, 86% of consumers purchase New Year's goods through online e-commerce, and 53% of consumers will choose life service platforms or takeaway platforms.

Reasons such as rich product categories, high cost performance, and instant delivery have contributed to their choice. Many e-commerce platforms have also launched "New Year's Day" related activities to attract consumers.

　　"It's too heavy to bring things home, so whether it's a snack pack that I stocked up at home, or a drink for visiting relatives and friends, I always buy it online and send it to my home." Xiao Wang told reporters that for someone like her For many young consumers, they have developed the daily consumption habit of online shopping.

　　Of course, traditional shopping channels such as supermarkets and shopping malls have not been completely replaced.

"A few years ago, I would go to the supermarket with my parents, buy some nuts, snacks, etc., and eat it when I was bored watching TV at home during the New Year." Colleague Xiaoma told the Yangzi Evening News reporter that the process of visiting the supermarket is also a process of experiencing the "new year". , when there is no specific purchase intention, he will choose to walk into the physical store to choose.