[Explanation] Recently, major e-commerce platforms have entered the "618" e-commerce promotion mode, and online consumption has become more and more popular.
This year's "618", which products have become the new favorites of consumers?
What are the new consumption trends of the "618" promotion?
On June 18, the reporter contacted some merchants participating in the e-commerce promotion.
Merchants said that the current sales volume is good, which has increased compared with last year.
[Concurrent] Zheng Yining, relevant person in charge of Liby E-commerce
Because today is also "618", the entire "618" cycle, in fact, our overall sales have reached 250 million, and the year-on-year growth rate is 60%.
In this regard, we can also see a change that is more pleasing, that is, the confidence in consumption has also returned.
[Concurrent] Sang Yongbo, a practitioner of smart planting products
You think it's just 10 o'clock today. From 0 o'clock to now, our product has been sold out.
Compared with last year's "618" situation, this year's situation can only be described as "hot".
[Concurrent] Deng Zhiyong, head of moco brand e-commerce
This year, our company's "618" sales still have a large double-digit growth of nearly (percent) more than 30% compared to last year.
Our company is quite adequate in stocking of goods this year, and we also have a 20% increase in the entire style.
[Explanation] Behind the rising enthusiasm of residents' consumption, new consumption characteristics are also presented.
A businessman said that this year's "618" has a new consumption trend that cannot be ignored, that is, the number of consumers after "95" has increased, and consumption accounts for nearly 40%.
[Concurrent] Zheng Yining, relevant person in charge of Liby E-commerce
We will also see an exciting change in consumer trends. This year, a new product was launched, which has been widely praised by consumers, and has also attracted the preferences of many young consumers, especially in some "Gen Z" ” of young consumers, the proportion of consumption is close to 40%.
[Concurrent] Sang Yongbo, a practitioner of smart planting products
Through the data in the background, we can see that this part of the consumer population after "95" and "00" accounts for about 30%, which is also a very large increase compared with last year.
[Explanation] In the "618" mid-year promotion, "Generation Z" has gradually become the main force of consumption.
Which products have become the new favorites of young people?
According to the relevant person in charge of Tmall, during the "618" period, the search volume of "anti-aging" keywords increased by 5 times year-on-year. The number is three times higher than last year.
[Concurrent] Xi Jin, Industry Leader of Tmall Public and Customer Communication Department
A more interesting phenomenon is that people started to buy anti-aging products even after "00". One (data) shows that the number of people who bought anti-aging products on Tmall after "618" and "00" this year has tripled compared to last year, while " The number of people who bought anti-aging products after 95” exceeded that of “85” for the first time. Among them, skin care, sunscreen, sugar-free food and exercise became their “anti-aging quartet”.
[Explanation] Not only have anti-aging products become the new favorite after "00", the person in charge said that as young people increasingly pursue a sense of ritual and delicacy in life, dishwashers, smart toilets and gaming chairs have also become popular in Chinese families. The "three new items" can be called the "new rigid needs" of the family.
[Concurrent] Xi Jin, Industry Leader of Tmall Public and Customer Communication Department
We found that these young people have entered family life. For example, we have paid attention to dishwashers, smart toilets, and gaming chairs this year. These have become the new "three major items" in young people's home life, so one of their new sales The trend of goods is "fine", "intelligent" and "home", I can live a relaxed and refined life.
So things like robot vacuums, scrubbers, and air fryers are very popular.
[Explanation] It is not difficult to find that the new shopping favorites of this group of young people are all about healthy and convenient life.
Why is there such a new trend in consumption?
Experts said that the shopping lists of young people also reflect the consumption upgrade of residents.
[Concurrent] Economist Wan Zhe
People of all ages, from old to young, pay great attention to health.
So young people actually buy some products that we call this kind of health care.
Life is getting better and better, so of course everyone wants to say that the quality of life I want to live is improved, so health itself is actually a consumption upgrade.
Another is intelligence, including the development of technology including digital technology that we have seen, which is more and more closely integrated with our consumer terminal products. In fact, it also reflects a trend of our consumption upgrade.
Reported by Chi Hanyu in Beijing
Responsible editor: [Ji Xiang]