[Explanation] As the Spring Festival is approaching, the New Year's shopping festival of major e-commerce platforms has also ushered in a climax.
What are the new changes in the consumption of new year's goods this year?
Which products have become the new favorites of the Spring Festival?
[Same period] Lu Fei, senior researcher at Jingdong Consumer and Industrial Development Research Institute
The consumption structure of New Year’s goods has changed, and health products have attracted more attention. Health products have increased by 240% year-on-year.
Caring for oneself and caring for family members has become a hot topic of consumption.
In the survey, when answering the similarities and differences between the categories of products purchased for the new year and previous years, 33.2% of users said that this year they will focus on products suitable for the elderly and health-oriented.
[Concurrent] Tmall staff Cao Jie
In 2022, health has become the top priority of life. In the past month, the overall number of health products related to improving immunity has increased by 400% month-on-month. Protein powder, ganoderma lucidum spore powder, and Tiepi Fengdou have returned to the gift list.
[Explanation] In addition to focusing on health, intelligence and care for the elderly have also become popular categories this year. People pay more attention to spiritual companionship and satisfaction.
[Same period] Lu Fei, senior researcher at Jingdong Consumer and Industrial Development Research Institute
Intelligence and care for the elderly have become popular categories this year.
For example, products such as sweeping robots, on the one hand, reflect the needs of users to upgrade their hometowns and honor their parents and elders. On the other hand, it also reflects that users may value their parents’ life experience and spiritual companionship more than simply buying. with contentment.
[Concurrent] Tmall staff Cao Jie
Uncertainty makes consumers pay more attention to the emotional value of companionship. "Smart companionship" has become a new trend. Young people start to buy sports bracelets, smart temperature bracelets, AI chess-playing robots, dishwashers, air fryers, Smart devices such as ice machines.
[Explanation] From the gift of health in the New Year to the company of smart products, why is there such a new trend of consumption?
Experts said that changes in the consumption of New Year's goods also reflect consumers' longing for health and companionship in New Year's life.
[Concurrent] Wan Zhe, professor and economist at Beijing Normal University
In the purchase of this year's new year's goods, we will find that among consumer products, products such as health care and smart companionship are actually more popular. In fact, it is related to the current background. All residents are interested in We have paid more attention to our own hygiene, health, and health care. In addition, we have seen that in the past three years when the epidemic has been repeated, people actually work, study, and live in an environment with relatively little communication with the outside world. Everyone will also feel that they need to spend more time with the elderly and children at home.
So I think the change in consumption of new year's goods this year is actually a manifestation of caring more about my own life, health and safety, as well as my family and affection.
Dong Yufei reports from Beijing
Responsible editor: [Luo Pan]