Along with the "rabbit element" New Year's goodies, there are also "family banquet" pre-made dishes loaded into the shopping cart; wearing Hanfu to visit the New Year, and the New Year's wear is full of New Year's flavor.
This year’s New Year’s Eve, in addition to going back to their hometown, they also have to “go out for a while”—unexpectedly, the post-00s and post-80s are the group of people who love their homes, and the post-70s are more willing to travel for the New Year and enjoy the scenery outside.
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Hometown people bring home goods
New Year's Eve dinner "one shot into the soul"
Food is still the mainstay of New Year’s consumption. The transaction volume of meat and fish on the e-commerce platform has increased significantly. Among snacks and fruits, the transaction volume of cherries and cherries is relatively large, and the amount has more than doubled year-on-year.
Of course, for the Chinese, no matter how many ingredients they buy before the Chinese New Year, it is all for the soul-stirring New Year’s Eve dinner.
Since the opening of the New Year's Shopping Festival, the consumption of festive ingredients such as meat, fruits, and snack foods has seen a significant increase.
The table of the New Year's Eve dinner is not only rich and colorful, but also pays attention to many meanings.
For example, there are meatballs of various preparations on many southern dining tables, implying reunion; basically there are chickens on every dining table, implying good luck; soaring.
During the New Year’s Day, the turnover of abalone increased by more than 10 times year-on-year, that of fish increased by nearly 5 times year-on-year, and other categories also experienced considerable growth.
In addition, in recent years, many people have to post menus during festivals, and there are more and more family chefs.
Now more and more dish seasonings, pre-made dishes, etc. make it easy for ordinary people to cook "big dishes".
According to the data, the dish seasonings with the highest turnover during the New Year’s Day are hot pot base, sour soup and fat beef seasoning, sauerkraut fish seasoning, spicy hot pot seasoning, and boiled pork slices seasoning.
Many brand merchants and time-honored brands have launched pre-made dishes for New Year’s Eve dinner online, matching various cuisines and flavors to add new ideas to family banquets.
According to data from the Douyin platform, more than 4,000 pre-made dishes for the New Year’s Eve dinner were launched before the festival.
The eight-treasure rice in the shape of a koi fish every year, the spicy and delicious Sichuan-flavored family banquet set meal, and the Buddha Tiaoqiang Poon Choi rich in sea cucumber and abalone fish maw are among the top three best-selling New Year’s Eve delicacies.
The semi-finished product of Cantonese-style famous dish pork belly and chicken soup and the gift box of Jiaodong flower pastry for the Year of the Rabbit are also in good sales.
The taste of hometown is indispensable in the reunion year.
Among the many local flavors, Liuzhou snail noodles, Henan sweet potato noodles and Qingdao prawns are very popular, and the sales volume is at the forefront during the New Year's Day.
Guangxi Wogan and Xinjiang Jujube Cake with Walnuts followed closely behind.
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New Year should have a sense of ceremony
"When you wear Hanfu, you will feel the taste of the New Year"
Wearing new clothes and worshiping the New Year... What kind of new trends are there in the "new clothes" for the Spring Festival this year?
Through insight into the Douyin e-commerce apparel industry, it is found that for young people, the "New Year's Shopping Festival" not only meets consumer demand, but also a sense of lively and festive New Year ceremony.
In terms of the national style Hanfu category, with the topic of "wearing Hanfu, the taste of the New Year will come up", it has risen to the top 6 of Douyin's draft list. More than 50 Hanfu experts have fully participated, and many Hanfu merchants have also joined this new wave of New Year's greetings.
Merchants such as Zhong Lingji Hanfu, Shisanyu flagship store, and Huihui Hantang flagship store have attracted countless fans through themed short videos, and through shopkeepers joining hands with KOLs to appear on the live broadcast of New Year greetings, they have realized immersive planting.
Under the lively New Year atmosphere, the two topics of "It's time to show off my New Year's jersey" and "Limited outfits for the Year of the Rabbit" aroused extensive discussions and attention from consumers.
Stars and celebrities with tens of millions of fans keep up with the hot spots, and share in advance the warm outfits of "Mom Sees Boasting" when going home during the New Year, and the non-repetitive dresses from the first to the sixth day of the Lunar New Year, and show them in the Spring Festival scene in advance It shows the trendy attitude of Hanfu, Zodiac clothing, thermal underwear, Martin boots and other clothing products.
A large number of netizens took the initiative to show their New Year's outfits under the topic, and the total views of related topics exceeded 240 million.
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Northerners "reminisce about the old days" when buying New Year's goods, while southerners "try the new"
"Rabbit Elements" New Year's Goods Selling Well
During the 2023 New Year’s Shopping Festival, the inheritance of traditional Spring Festival customs has become the mainstream in consumers’ minds. Buying New Year’s Eve dinners, traditional delicacies, and local specialties is a “basic operation.” Buying Spring Festival couplets, New Year pictures, paper-cuts, and decorations to enhance the atmosphere of the New Year has also become New Year's "standard".
Respecting the elders and caring for relatives and friends is another major consumption trend. Seventy percent of netizens said they would buy products that honor their parents, such as nutrition and health care products, alcohol, cakes, etc., and nearly 30 percent of netizens said they would buy children's products such as books and educational products; care for themselves , Caring for family members has become a hot topic of consumption. When answering the survey about the differences between the types of products purchased for the new year and previous years, 33.2% of users said that this year they will focus on products that are suitable for the elderly and health-oriented.
On the one hand, it is in line with the current trend of personal and family health management, and on the other hand, it also reflects the consumption trend of respecting the elders.
Corresponding to returning to tradition and caring for family members are mobile phones, digital, trendy toys, etc., as well as jewelry, jewelry, luxury goods, etc., to a certain extent, reflecting that users pay more attention to the practicality and cost-effectiveness of New Year’s goods; it is worth noting that 14.9% Respondents expressed their willingness to buy upgrades and transformation equipment in their hometowns, such as sweeping robots. May pay more attention to parents' life experience and spiritual companionship and satisfaction.
Combining the data of multiple e-commerce platforms, it can be seen that there are obvious differences in the preferences of people from the north and the south for new year goods.
Northerners "reminisce about the old days", and 60% of northerners choose to repurchase previous New Year's products, while southerners like to "try new ones", and more than 70% of the products are bought by southerners for the first time.
Another 60% of people like to share their shopping experience and shopping cart.
Judging from the consumption trend of the population, the post-90s and post-00s are the main force of consumption, and they are also the generation that can spend and save. They can always buy the most New Year's goods with the least amount of money.
According to the report data, for the same money, the post-00s and post-90s bought an average of 6 pieces per person, and cost-effectiveness has become a high-frequency search keyword for new year’s goods, with over 30 million searches.
In addition, the traditional culture behind the Spring Festival continues to exude vigor and vitality during the New Year's Day.
A few days ago, 25 museums participated in the first "Cultural and Creative New Year's Festival · Celebrating the New Year in Museums" activity of Douyin e-commerce, driving museums with a thousand-year history and bringing exquisite national trendy cultural and creative products to the Spring Festival market.
Gansu Provincial Museum’s jar-language hot water bag, Henan Museum’s Fuxi and Nuwa lollipops, the Palace Museum’s Spring Festival couplet gift pack for the Year of the Rabbit, Jiangxi Provincial Museum’s Artifact postcard and Suzhou Museum’s hand-planted vines have reached more consumers The field of vision adds a rich historical heritage to the New Year.
As the Spring Festival of the Year of the Rabbit is approaching, this year's "Rabbit Elements" New Year's goods are favored by the public.
Products such as red envelopes with cute rabbit straps, three-dimensional projection lanterns for Chinese New Year revolving horse lanterns, disposable paper cups for the Year of the Rabbit, three-dimensional thickened Chinese zodiac couplets for the Year of the Rabbit, etc., cleverly combined the image of rabbits with Chinese style elements, and sales increased significantly.
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Go home for the New Year or go out for a walk
Air ticket orders increased by 200% year-on-year
The biggest difference in this year's Spring Festival is "going home for the New Year" and "going out for a wave"!
According to a consumer survey conducted by JD.com, nearly 70% of the respondents this year prefer to go home for the New Year, and a considerable proportion of the respondents plan to travel for the New Year.
During the Chinese New Year this year, southern cities will be more lively. Sanya and Yunnan are expected to experience multiple peak passenger traffic, especially air traffic, near the Chinese New Year.
Air ticket sales have tripled year-on-year since the launch of the New Year’s Shopping Festival. Beijing to the three northeastern provinces, Shanghai to Chengdu, and Shenzhen to Wuhan are popular routes for returning home.
In addition to air tickets for travel during the New Year's Day, there are also a large number of air ticket orders for the first and seventh day of the Lunar New Year.
The top five destination cities with the highest proportion of air ticket sales are Chengdu, Beijing, Shanghai, Chongqing, and Guangzhou. Sure enough, only giant pandas and hot pot can’t be let down.
In addition to returning home, travel is also a feature of this year's Spring Festival, and it is not exclusive to young people.
Surveys show that post-70s are more willing to travel and enjoy the scenery outside during the Chinese New Year.
The post-00s and post-80s are the group of people who love their families and enjoy the reunion time with their families during the Chinese New Year.
The data shows that the demand for travel this year is much greater than in previous years, and the destinations are relatively concentrated. Some popular tourist attractions may be crowded again.
Sanya, Lijiang, Xiamen, Dali, and Haikou are the Top 5 destination cities with the fastest search growth, and Sanya is undoubtedly the hottest destination.
Young people under the age of 25 especially prefer to go to the warm and romantic seaside.
Beijing, Sichuan, Guangdong, Hebei, and Shanghai are the provinces (municipalities) that go to Sanya the most, while Harbin, Chengdu, Shenyang, Shenzhen, and Zhengzhou are the cities that most prefer to travel to Sanya for the New Year. The top five Middle East and Northeast cities account for two.
Text/Reporter Chen Si