Chinanews.com, January 20th (Zuo Yuqing, Zhongxin Finance and Economics) "Can friends from Guangxi pick it faster, it's not enough to eat!" "Don't rush, the scissors are sparking!" , until "Cherries beat Tangerine to become the hottest New Year's goods" appeared on the hot search, and New Year's goods once again became a hot topic of discussion.

　　So, what new tricks do people buy for the New Year this year?

Rabbit elements are popular and the sales of transfer beads are booming

　　Saying goodbye to "tiger" and welcoming "rabbit", the Lunar Year of the Rabbit is coming.

On the eve of the Spring Festival, New Year's goods with rabbit elements are very popular in the market.

　　According to data from JD.com, since the end of December last year, products related to the "Year of the Rabbit" have increased by 30 times year-on-year, of which clothing and underwear sales accounted for more than 60%.

　　As early as the end of December last year, various dolls, Spring Festival couplets, and accessories with rabbit elements have occupied major shopping malls, expressing the taste of the New Year early.

In addition to the "atmosphere group", many merchants have also joined the Year of the Rabbit marketing battle.

Many liquor companies such as Moutai, Wuliangye, Luzhou Laojiao, and Gujing Gongjiu have launched zodiac wines for the Year of the Rabbit. Well-known cosmetic brands such as Estee Lauder and L’Oreal have also launched limited gift boxes for the Year of the Rabbit.

People buying in front of the transshipment beads counter of Beijing Caibai Jewelry Headquarters Store.

Photo by Zuo Yuqing

　　The rabbit element has also swept the gold market.

Adding gold at the end of the year is a way for many people to look for a "lucky head" during the New Year. This year, the rabbit-element transfer beads are particularly popular.

Zhongxin Finance noticed that many gold stores in shopping malls were crowded with consumers who came to buy in front of the transshipment beads counters.

　　In Caibai Jewelry Headquarters Store in Beijing, there were crowds of people in front of the transfer beads counter, and it was difficult for the outermost customers to tiptoe and probe to see the exhibits on the counter.

The site had to temporarily build a shopping channel to guide consumers to purchase and pay in an orderly manner.

"I didn't expect to have to queue up to buy a braided rope with transfer beads." A mother with a child said that she bought a rabbit-shaped transfer bead for her child.

Gift boxes sold again, long queues formed in front of time-honored brands

　　With the optimization and adjustment of the new crown epidemic prevention and control policy, this year's Spring Festival will usher in the peak of returning home during the Spring Festival.

People buy local specialties for their relatives and friends before returning home, and time-honored brands have become the first choice for many people to give gifts.

　　At 8:00 a.m. the day before returning home, Xiao Cen (pseudonym) came to Beijing Daoxiang Village No. 0 store. After queuing in the cold wind for nearly 2 hours, she finally bought the Jiugongge gift box limited to the Year of the Rabbit in Daoxiang Village.

"I'm going home tomorrow, and I want to bring some specialties for my family to try." She told Zhongxin Finance and Economics that her queuing time was relatively short, and I heard that some people lined up from morning to afternoon.

Customers queuing up to buy New Year's goods.

Photo by Zuo Yuqing

　　During the visit, Zhongxin Finance and Economics found that most of the people who came to the No. 0 store in Daoxiang Village to buy gift boxes were foreigners who returned home during the Spring Festival, which also gave birth to the "buying scalpers on behalf of them".

The store had to post a purchase restriction sign, and some netizens on the Internet began to share strategies for queuing.

Except for No. 0 store, many other stores in Daoxiang Village also had long queues.

A consumer said that even if he buys in bulk, he has to wait in line for nearly an hour.

　　Some netizens ridiculed this: "I came to line up at 5:30 in the morning. This gift is not Daoxiang Village, but I am full of heart."

　　In addition, time-honored products such as Yili, Zhang Yiyuan, and Wu Yutai are also selling well.

　　Time-honored brands are also popular online.

According to data from JD.com, recently, 70% of northerners prefer time-honored brand products as New Year gifts, and searches for the keyword “time-honored brand” have increased by 120%.

Among them, the post-00s and post-90s bought half of the time-honored product gift boxes.

The Beijing Daoxiang Village Beijing eight-piece gift box has become the favorite northern flavor in the south, and sales have increased by more than 65% year-on-year.

Health supplements are popular, food supplements become a new trend of New Year's Eve dinner

　　In the first Spring Festival after the epidemic prevention and control entered a new stage, "health" has become the key word for many people when buying new year's goods.

　　A pharmacy salesperson told Zhongxin Finance and Economics that health care products in the store are selling well recently.

"Vitamin C, protein powder and chondroitin calcium tablets are more popular." She said that most of the customers who come to buy are young people.

"Basically, they are bought back and given to the elderly."

　　In terms of buying New Year's Eve dinners, "Shibu" has also become a new favorite.

According to Taobao, healthy nutrition has become a new trend for this year's New Year's Eve dinner. "Shibu" dishes such as pork belly chicken and Buddha jumping over the wall are hot sellers.

Data map: Customers are buying "New Year's Eve dinner" prepared dishes.

Photo by Zhang Lang

　　"Eat something good" also ushered in the peak sales of pre-made dishes.

According to the monitoring of key e-commerce platforms by business big data, within 10 days after the launch of the "2022 National Online New Year's Shopping Festival", semi-finished dishes were sought after, and sales of pre-made dishes increased by 45.9% year-on-year.

　　Dingdong Maicai also revealed that this year’s New Year’s Eve dinner reservations are much earlier than in previous years, and the first week after New Year’s Day ushered in the first peak of New Year’s Eve dinner reservations.

　　The Spring Festival of the Year of the Rabbit is coming, what new year goods have you bought?

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