As young people become the main force in the consumer market, the Spring Festival market also presents a new trend of consumption.

Spring Festival consumption data shows that during the Spring Festival, nearly 30% of young people spend more than their monthly income, and their participation also makes the New Year goods market more and more trendy and fashionable.

　　Before the Spring Festival, Ms. Li was thinking about the use of the year-end bonus.

Every Spring Festival, she not only buys New Year's goods for her family, buys gifts for her family, but also gives red envelopes to the elderly and children.

At the end of each year, the unit will give employees an extra month's salary. Although it cannot completely cover her Spring Festival expenses, Ms. Li feels a lot more at ease with this money.

　　There are many filial and family-oriented young people like Ms. Li.

The "2022 Spring Festival Consumption Survey Report of Workers" recently released by a research institution shows that nearly 30% of the workers (80% of the surveyed age group are concentrated in 25-35 years old) spend more than their monthly income during the Spring Festival holiday, and "filial piety money/new year money" "purchase money". "New Year's goods/gifts" are the main expenses of more than 40% of the working people. Young people in the workplace pay more attention to the "sense of ritual" and are more willing to "social consumption".

　　The report also shows that 28.3% of the Chinese New Year holiday expenses exceed monthly income, and 16.7% and 17.8% of the respondents indicated that the Spring Festival holiday expenses accounted for 80%-100% and 40%-60% of their monthly income respectively.

In terms of amount, 32.3% of the respondents spent 5,000-10,000 yuan during the Spring Festival holiday, and 19.5% of the respondents spent 10,000-15,000 yuan during the Spring Festival holiday.

　　The report also conducted a survey on whether the year-end bonus was sufficient for the Spring Festival holiday expenses. The results showed that 55.7% of the surveyed people said that the year-end bonus provided by the company was not enough for the Spring Festival holiday expenditure, and 26.8% said that the year-end bonus was basically the same as the Spring Festival holiday expenditure, only 17.5% % means that there is still a surplus of year-end bonus.

But at the same time, more than 70% of the respondents believe that year-end bonuses still play a greater role in sharing the expenses of the Spring Festival holiday.

　　The diverse and fashionable consumption attitudes of young people also make the New Year's goods more abundant and trendy.

The above report shows that, unlike the “home/walk-in” New Year’s New Year’s holiday, which is different from the old-fashioned peanuts, melon seeds, and cakes, the young people in the workplace, represented by the post-90s, pay more attention to the material needs of “eating”. Social entertainment and sense of ritual during the Spring Festival holiday.

　　In addition to eating, more than 70% of the respondents said that they had at least one social consumption during the Spring Festival, and the fitness bureau, film bureau, game bureau, mahjong bureau, script killing bureau, etc. became the "favorites" of young people in the workplace, and some of them were on the spot. Respondents from the New Year's Eve said that as early as two weeks before the Spring Festival, they began to collect friends from the same city who did not return to their hometowns.

　　In addition, more new categories such as mobile phones, digital, beauty, clothing, home appliances, etc. have become the choice of New Year's goods.

According to the Spring Festival consumption data recently released by JD Hourly Shopping and JD Daojia, during the Spring Festival, sales of home appliances increased by 6.9 times year-on-year, perfumed makeup increased by 2.7 times year-on-year, mobile phones increased by 2 times year-on-year, and computer digital products also increased by 1.4 times year-on-year.

It is worth mentioning that male groups are also more willing to pay for their appearance. During the Spring Festival, the sales of men's eye care products, men's beauty care liquids, men's lip care products, and men's tops all increased by more than 3 times year-on-year.

　　While embracing the national trend, while keen on trendy play, the consumption preferences of young people are fully revealed in the Spring Festival consumption.

According to data from JD Daojia, during the Spring Festival, the overall sales of the Forbidden City cultural and creative IP products, which have been popular in recent years, increased by 1.4 times year-on-year, covering nuts, toys, cakes, drinks, stationery, home decoration and other types.

The co-branded electric blanket of Rainbow X Dunhuang Museum is also on the top 10 list of co-branded products.

(China Business Daily reporter Zhang Tao Jiang Yongxia Ran Longnan)