"Menghu" products are very popular, orders from other places have soared, and the ice and snow economy is booming——


Spring Festival consumption "new" meaning strong

【Economic interface】

　　The Taurus sings with its head held high, and the Jade Tiger welcomes the spring and brings blessings.

The Spring Festival is an important traditional festival in my country, and it is also the peak period of consumption. This year's Spring Festival consumer market can be described as full of bright spots.

Tiger Elements has become the "new favorite" in the eyes of consumers, bringing more New Year flavors to this year's Spring Festival; the two-way flow of New Year orders conveys warmth and blessings, and many consumers send their hearts to their relatives, and also receive gifts from their hometowns. Greetings; and when the Spring Festival meets the Winter Olympics, experiencing a "Frozen" has become a new New Year fashion.

The "new" Spring Festival consumption shows the resilience and potential of the domestic consumer market.

1. Tiger element products - the shopping list occupies the "C position"

【Lens】

During the Spring Festival holiday, in Beijing Yintai Department Store, the windows and entrances of many clothing brand stores have been replaced with products with Spring Festival elements of the Year of the Tiger.

Walking into a clothing brand store, a couple is trying on the new series of sweaters.

This sweater is based on Chinese red and incorporates traditional elements such as the tiger zodiac and ingots, showing a strong "Chinese flavor".

The girl told reporters that her zodiac sign belongs to the tiger, and this year is her natal year. She plans to buy a set of shoes and clothes for the year of the tiger, which feels more "new year".

　　Tiger roaring, Vientiane updated.

During the Spring Festival, consumption related to "tiger" has already set off an upsurge, and the products around the zodiac tiger have become the hot-selling new products.

The rise of various "national tide" commodities incorporating tiger elements has made this Spring Festival more "Chinese".

　　Interestingly, the real tiger is now popular as a "cute tiger".

JD.com's consumption trends during the Spring Festival show that as of February 5, tiger element products have grown significantly, and "cute tigers" of various shapes have won the hearts of consumers: the turnover of jewelry products has increased by more than 50% year-on-year, of which gold rings have been sold. The amount increased by 28.5 times year-on-year; at the same time, parents and mothers are also very willing to buy new year tiger element equipment for their babies, and the turnover of building blocks with tiger elements, electric toys and other commodities increased by more than 10 times year-on-year.

　　The cartoon tiger pattern is combined with traditional commodities, making it more trendy and fashionable.

Brand merchants have launched tiger element special New Year goods, tradition and innovation collide, which not only increases the brand heritage, but also injects more vitality into traditional culture.

A number of domestic brands take the national trend IP that young people like as the carrier, and combine the design elements of the New Year of the Tiger to launch New Year's IP co-branded products, "Tiger Tiger Breeding Wind" and other New Year elements. people favor.

　　"Consumption during the Spring Festival is a concentrated outbreak of the people's annual consumption power, and it is also a concentrated display of the level of supply of goods and services." Yi Shaohua, director of the Circulation Industry Research Office of the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences, said that the changes in demand reflected by consumption during the Spring Festival , contains new potential and new kinetic energy for economic growth.

　　As an indispensable member of the "Atmosphere Group" for the Chinese New Year, folk products such as blessing characters, couplets, lanterns, and Chinese knots enhance the atmosphere of the New Year.

In a New Year's street in Chengdu, Sichuan, small commodities such as tiger elements, paintings, plush toys and other small commodities are placed in the most eye-catching positions by the merchants. The creative products with good wishes for the New Year attracted many citizens to stop and buy.

The tiger element has become fashionable in the eyes of consumers, and it complements traditional festivals, adding more flavor to the Spring Festival this year.

　　Lin Na, director of the Chengdu Service Industry Research Institute, pointed out that the transformation of the main force of Spring Festival consumption from young and middle-aged to "Gen Z" has given the traditional Spring Festival a new connotation.

The hot sale of tiger element products not only gives new ideas to the ancient custom culture, but also carries the creative expression and new interpretation of traditional culture by young people, reflecting the majestic vitality of traditional culture.

2. "New Year's Goods and Spring Festival Transport" - Sending Acacia Packages in Different Places

【story】

This Spring Festival, some families may not be able to reunite due to certain factors. The two-way flow of New Year gifts and New Year gifts entrust people's hearts in the Quartet.

He Yue, who was in Beijing this year for "Chinese New Year", ordered a smart washing machine for her home online.

"Cleaning during the Chinese New Year is always very cumbersome, especially mopping the floor, which is a heavy physical task at home. I am not at home during the Spring Festival this year, and it will be even harder for my parents to clean. This washing machine frees my parents' hands, Let them spend a year of peace of mind in their hometown." He Yue told reporters.

　　The digital supply chain has made the Chinese New Years all over the country interconnected.

In order to meet the consumption needs of the people during the Spring Festival, government departments, industry associations, etc. have held a wide variety of New Year festivals with different characteristics according to the characteristics of residents' consumption during the Spring Festival.

According to data from the Ministry of Commerce, since the "2022 National Online New Year's Day" began on January 10, consumer upgrade products have become popular.

Smart cleaning appliances are favored by consumers, and sales of mite removal instruments and floor washing machines increased by 40.1% and 32.9% respectively year-on-year.

　　In ancient times, a letter from home was worth 10,000 yuan, but now the express delivery of New Year's goods warms people's hearts.

Even if separated by thousands of miles, family love will never be absent.

During the Spring Festival, with the arrival of express parcels to thousands of households, "Spring Festival shipments" has become a new trend, and the warmth from hometown and family is always around.

　　Monitoring data from the State Post Bureau shows that during the Spring Festival this year (January 31 to February 6), the national postal express industry collected and delivered a total of 749 million express parcels, an increase of 16% over the same period in the lunar calendar last year.

During the festive period, the demand for specialty products and festive delivery was strong, and the online sales of agricultural products continued to maintain a rapid growth trend.

　　Through an online order, people who work hard in other places send healthy and trendy food to their parents and relatives, while the New Year's goods from their hometown are full of strong hometown flavor.

On the New Year's Eve table, there are not only hometown specialties with nostalgia and concern, but also new tricks - "pre-made dishes" have become a fashionable choice.

According to the big data of the Ministry of Commerce, the sales of pre-made vegetables increased by 45.9% year-on-year after the opening of the "Online New Year's Day" this year.

　　According to Shu Jueting, spokesperson of the Ministry of Commerce, in response to the variety and quantity of demand for goods and services during the Spring Festival, more customized, intelligent, green and high-quality products, as well as catering packages and customizations suitable for different groups of people, have been launched in various regions. New Year's Eve dinner to meet the needs of different consumers.

　　"One year old is removed by the sound of firecrackers".

This year, many citizens choose to buy electronic firecrackers online to create a different "New Year flavor".

On an e-commerce platform, the monthly sales of simulated electronic firecrackers in some stores have exceeded 10,000. Netizens commented that "the sound is very realistic and environmentally friendly, and it can be hung as a decoration when not in use."

　　Gao Baohua, a researcher at the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, pointed out that the current modern conditions for online shopping, platform economy, and logistics configuration have greatly enriched and facilitated people's purchasing activities, and realized the full range of consumption content, purchasing methods, usage and experience methods. Azimuth consumption upgrade.

The soaring consumer demand during the Spring Festival has undoubtedly injected a new vitality into the start of the domestic consumer market in 2022.

3. "One pier is hard to find" - Winter Olympics ignites ice and snow fever

【data】

According to JD.com consumption data, during the Spring Festival, the overall turnover of ski sports products increased by 322% year-on-year, of which the turnover of ski masks was 15 times year-on-year.

The overall turnover of ice sports products increased by 430% year-on-year.

In addition, the Winter Olympics have also driven the ice and snow tourism boom.

On a travel platform, orders for ice and snow travel commodities during the Spring Festival increased by more than 30% year-on-year.

Orders for ski resorts such as Changbai Mountain in Jilin and Yabuli in Heilongjiang have grown rapidly, and indoor ski resorts in Guangzhou, Chongqing, Chengdu and other places have also become popular destinations, and "300 million people on ice and snow" is becoming a reality.

　　On the evening of February 4th, the opening ceremony of the Beijing Winter Olympics was held. Many netizens started the mode of buying the same style while watching the live broadcast. The "Winter Olympics Opening Ceremony Chinese Team Down Jacket" became a big hit, and many brands' official flagship stores sold down jackets and sweaters. Compared with the previous week, it has increased significantly, among which the Winter Olympics flag jacket and Gu Ailing's same style sweater are particularly popular with consumers.

The Winter Olympics mascot "Bing Dun Dun" is even more difficult to find.

Statistics show that more than 1 million netizens poured into the official Olympic flagship store on the night of the opening ceremony alone, and many peripheral products of "Bingdundun" were almost empty in seconds.

　　Normalizing ice and snow tourism and experiencing ice and snow sports is becoming a new exercise habit for people.

The Spring Festival meets the Winter Olympics, which boosts ice and snow consumption and promotes the development of the ice and snow industry.

With the opening of the Beijing Winter Olympics, people's enthusiasm for ice and snow sports has been completely ignited.

　　On the fifth day of the first lunar month, Zhang Han, who was celebrating Chinese New Year in Beijing, invited a few colleagues to the ski resort for a "group check-in".

"Although I was born in the Northeast, I have never skied before. Now that Beijing is hosting the Winter Olympics, ice and snow sports are really hot. I saw many friends skiing in my circle of friends, and I wanted to experience it. Let's talk about the charm of ice and snow sports." Talking about this "first skiing experience", Zhang Han's face was full of novelty and excitement.

　　Zhang Han also showed reporters a photo she took at the ski resort that day: "This is the hall where we queued up to rent protective gear and lockers at the ski resort. There were so many people that we waited for almost an hour to rent it. Arrived. Many parents brought their children and their families to play that day, and I could feel that everyone was very enthusiastic about ice and snow sports at the scene.”

　　Dai Bin, president of the China Tourism Academy, pointed out that from a national perspective, a new pattern of "ice and snow economy" that blooms all year round in the east, west, north and south has taken shape, and there will be more and more ice and snow projects suitable for a well-off life in the future. In addition to the classic projects such as ice, Shichahai ice skating, and Songjiang smog viewing, more novel experiences have been developed such as Mohe Finding the North, Snow Jumping in Xuexiang, Ice and Snow Scenery Show, and Shougang Ice and Snow Collection.

　　In Lin Na's view, at present, consumer demand has changed from purchasing basic daily necessities to improving the quality of life.

Combined with the development trend of consumption upgrading, this year's Spring Festival consumer market presents new features - the coexistence of traditional physical consumption and trendy experiential consumption.

Residents' consumption needs are no longer limited to material aspects such as food and clothing. The consumption demand for experiential services such as culture and tourism is growing rapidly. New types of consumption such as ice and snow sports consumption, micro-vacation consumption, and digital cultural entertainment are constantly emerging.

(Reporter Dong Bei)