This Spring Festival, go online to do New Year's goods (Online China)
"I'm working out of town, and before I go back to my hometown, the New Year's goods ordered online have been delivered to my doorstep";
"In the past, big bags and small bags were brought to the door. This year, I placed an order directly online and bought new year gift bags for relatives and friends";
"I heard that 'digital New Year goods' such as smart products are popular now. I ordered a sweeping robot for my parents, which can intelligently change water and automatically wash mops. I hope it will come in handy during the Spring Festival"...
As the Spring Festival approaches, the festive and lively Chinese New Year atmosphere permeates the cyberspace, and many netizens praise it.
The "2023 National Online New Year's Shopping Festival" under the guidance of the Ministry of Commerce, the Ministry of Industry and Information Technology, and the State Administration for Market Regulation, etc. is in full swing. A variety of online promotional activities with local characteristics are launched, and people can prepare new year's goods at their fingertips.
"Rabbit element" is on fire
"The Year of the Rabbit is coming. I like little rabbits very much. Recently I bought several New Year's goods with 'rabbit elements' online." Ms. Zhang, a Beijing resident, said.
The data of the e-commerce platform confirms that "rabbit elements" have become a hot spot for consumption of New Year's goods, and "New Year's greeting clothing" has become a popular search term for the Year of the Rabbit. Products containing rabbit elements such as rabbit ear hats, rabbit sweaters, and rabbit gold are favored by consumers.
Many time-honored companies have launched uniquely shaped Year of the Rabbit gift box products online, adding fashion elements that young people like into their New Year products, and making great efforts in terms of appearance, connotation, and publicity.
For example, White Rabbit Toffee and Coca-Cola jointly launched a limited gift box for the Year of the Rabbit, "A Good Thing Comes into a Rabbit".
As online shopping for New Year's goods has become a new trend, many travelers choose to "return home lightly", and the New Year's goods are already on the way before they arrive home.
"I'm a native of Hunan who works in Lhasa. I'm going home for the New Year, and I want to bring some Tibetan specialties to my family. I just saw the online New Year's Festival event, and immediately ordered some special meat products on the online mall to send back." Ms. Wang from Furong District, Changsha City, Hunan Province said.
It is understood that the Jingdong New Year’s Goods Festival specially creates a theme venue of “New Year’s Goods and Spring Festival Transport”, and launches a “Featured New Year’s Goods Map” and “Regional Special New Year’s Goods Gold List” based on the consumption trends of new year’s goods in various places, allowing consumers to easily realize one-stop shopping for special New Year’s goods across the country.
A wide range of products and home delivery services make the online New Year's Festival full of popularity.
According to the monitoring of business big data, the sales of new year gift boxes, health supplements, and fresh food have grown rapidly.
Originally, according to the operating staff of Life.com, what to buy and how to buy New Year’s goods reflect the changes in people’s ideas.
Sales data shows that must-have items such as fruits, grains and oils, meat and poultry, aquatic products, and snack foods continue to occupy the hot-selling categories. Young users have strong purchasing power, and the selected products are more prominent in high-quality, healthy and other distinctive features.
"Giving fresh products and high-quality ingredients that symbolize beauty to relatives and friends to convey health blessings is very meaningful at the moment."
"Buying New Year's goods online has become a new trend, which can be said to be the epitome of the vigorous development of China's digital economy, reflecting the practical convenience brought by digital services to people's lives. People can choose the New Year's goods they are satisfied with by clicking on their mobile phones." Tsinghua University Liu Dacheng, deputy director of the Internet Industry Research Institute, said in an interview with this newspaper that the strong synergy between the supply side and the logistics side is inseparable from the hot online New Year's shopping festival.
In recent years, the rapid development of e-commerce infrastructure, precise matching of supply and demand, and mature logistics system have made the circulation of new year goods more convenient.
New Year's goods with local characteristics
"The '2023 National Online New Year's Shopping Festival' is an action that benefits the people and the people by releasing consumption vitality and increasing consumption motivation under the new situation." The relevant person in charge of the Ministry of Commerce said that all localities are actively taking measures to promote green consumption, smart consumption, and healthy consumption, and create More consumption scenarios.
In Guangzhou, smart unmanned devices with a strong sense of technology have become a highlight of the local New Year's Day.
In Haixinsha Asian Games Park and Huacheng Plaza, citizens only need to wave their hands at the automatic parade unmanned retail vehicles, and then they can scan the QR code to shop on the spot.
Guangzhou has innovated and practiced the "online order + robot delivery" model. After consumers in nearly 100 office buildings place orders through an online mini-program, the robot will deliver the goods in time.
Guangzhou also held a series of trendy and interesting promotional activities. For example, the "Truck Boot Market" focuses on casual style, and uses Douyin and Kuaishou to conduct live broadcasts, creating a new hot spot for urban consumption.
With the theme of "going thousands of miles for reunion and drinking lucky tea at home", Fujian has set up a "Fucha New Year's E-commerce E-commerce Zone", covering award-winning famous tea, special poverty alleviation tea, special tea peripherals, tea food and other categories, and planning "Colorful Chinese Year" to help The event, through online marketing such as life-oriented, scene-oriented, and realistic short videos and creative posters, aroused people's emotional resonance for "going home and drinking lucky tea".
From agricultural and sideline products full of hometown taste to high-quality commodities from all over the world, the online New Year's goods festival planned by Nanjing has a variety of categories, allowing citizens to feel the strong flavor of the New Year in the hot online shopping.
Russian candy and biscuits, Chilean cherries, Argentine red shrimp... Nanjing Municipal Bureau of Commerce organizes e-commerce companies such as Suning.com to give full play to their own advantages and select high-quality specialty products from Silk Road partner countries, so that consumers can taste delicious food all over the world in one stop .
"The online New Year's goods festival adapts to the new characteristics of online and high-quality consumption of residents, which will help promote consumption and achieve a win-win situation for all parties." Zhang Peili, a professor at the School of Economics at Renmin University of China, said in an interview with this newspaper. It helps to promote local products and create local characteristic brands; market entities such as merchants and farmers actively participate in the online New Year’s shopping festival, which helps to increase sales revenue and boost confidence in development; consumers participate in the online New Year’s shopping festival in various ways, conveniently and efficiently Buy New Year's goods.
Live the Year of Online Culture
In addition to "food, clothing and clothing", various online activities that contain traditional festival characteristics and reflect the connotation of Chinese culture are also rich and colorful. Many netizens left messages saying "We must celebrate a cultural year".
"Displaying the charm of ancient Chinese culture online" "The innovative way of presenting the exhibition allows me to enjoy such a cultural feast in other places" "After carefully looking at it again and again, it is indeed a treasure"...Recently, the National Museum A new virtual exhibition hall of "Harmony and Coexistence-Forbidden City·National Museum Collected Cultural Relics Joint Exhibition" was launched, allowing netizens to enjoy the exhibition without leaving home during the Spring Festival.
Relying on the rich collections of the Forbidden City and the National Museum, the exhibition will lead netizens to explore the historical origin of Chinese "Hehe" culture through more than 400 fine cultural relics from past dynasties.
"The Spring Festival is an important time node for extensive intangible cultural heritage practice activities in various places. There are more than 200 national-level intangible cultural heritage representative projects related to the Spring Festival, such as dragon dances, lion dances, New Year pictures, paper-cutting, lantern fairs, and temple fairs." Ministry of Culture and Tourism Li Xiaosong, deputy director of the Department of Intangible Cultural Heritage, introduced that the Ministry of Culture and Tourism planned the "Culture Entering Thousands of Households - Live Video Live Hometown Year" event, and will launch "Reunion Dinner" and "Dancing Chinese Dragon" according to time nodes such as New Year's Eve and Lantern Festival Topic discussions and live broadcast activities such as "Lighting up Chinese Lanterns", and at the same time mobilize intangible cultural heritage inheritors to use cameras to record annual custom intangible cultural heritage inheritance activities.
In order to let readers spend a year of books and culture, the National Library of China plans three types of online and offline activities, such as exploring the customs of the year, reading good books together, and enjoying the fun of the year. The "New Year's Event" event, through thematically rich video content and lively and interesting interactive topics, tells the story of the Chinese New Year that has lasted for thousands of years.
The National Library of China will also cooperate with libraries at all levels across the country to carry out a special reading promotion activity on traditional culture during the Spring Festival called "Online Books, Beautiful Reading", covering e-books, audio books, New Year pictures and other content.
In an interview with this newspaper, Wang Yanlong, director of the Cultural Communication Research Center of Sichuan University, said that celebrating an online cultural year is of positive significance, allowing rich cultural content to be reached to the maximum extent, especially during the Spring Festival. Better meet people's spiritual and cultural needs.
Multi-party participation and real-time interaction on the Internet platform make cultural resources and cultural activities visible and perceptible, making them more popular and easy to understand. This is an innovation in the form of public cultural services.
Li Xueqin