More and more young people are becoming the main force in New Year goods consumption

Consumption "New" and New Year's Taste "Renovated"

New Year’s goods consumption has shifted from “stocking up” to “seeking quality,” from goods to services, from consumption to experience. More and more young people have become the main force in New Year’s goods consumption.

In the Sam's Club store, many young people come to buy trendy New Year goods. Photo by Changsha Evening News all-media reporter Liu Pan

　　Changsha Evening News all-media reporter Liu Pan

　　What’s new in this year’s New Year’s goods? As the Spring Festival approaches, young people of this generation are “getting ready”. In the 2024 Goods Festival shopping boom, the "post-95s" have begun to become the main force in New Year's goods consumption. While pursuing new trends in New Year products, they pay more attention to product quality and individual expression. New demands drive new consumption, and special New Year products are becoming the "darlings" of a new generation of people.

Purchase and sales of trendy new year goods are booming

　　In the past few days, reporters have visited many supermarkets such as Sam's, Metro, and CP Lotus. When entering the store, you can feel the prosperous New Year flavor. Spring Festival supplies such as red lanterns, festive couplets, and red envelopes are all displayed in the New Year flavor area. In addition to these Spring Festival must-haves, what do young people in Changsha like to buy for this important event? What other “New Year flavors” are there in the bustling New Year market?

　　Beef, mutton, fish, shrimp, etc. may be the "hard dishes" for New Year's Eve dinner in the eyes of the older generation, but it is more than that in the eyes of the "post-95s" generation. In the Sam's Club store, Hu Ninghao, who was born in 1996, planned to buy fresh king crab. A king crab sold for nearly a thousand yuan, and he didn't hesitate. "It's New Year's Eve dinner! King crab, Australian lobster, and wagyu beef are arranged to be more exquisite and high-quality. I usually don't want to eat them, so I have to try them during the New Year." The reporter noticed that young people have recently chosen exquisite "hard dishes" There are also many people, and categories such as Boston lobster and sea cucumber continue to occupy "high positions" on e-commerce platforms such as Meituan.

　　Young people also have novelty and fun snack gift packages in their shopping carts. Products such as Sam’s Club’s oversized pine cone nut gift box that looks like a chestnut, two kilograms of popcorn, and gummy gift box that can serve as a height ruler for children are also popular. In the new generation's dictionary of New Year's goods, on the one hand, they consider the ritual sense of New Year's goods, and on the other hand, they also pay attention to the fun and interactivity.

　　Walking into Metro Changsha Yuelu store, many young people are buying gift boxes of dry goods focusing on health. When purchasing New Year gift boxes, they tend to focus on quality and health. He Muling, who was shopping for gift boxes, told reporters that she and her husband had just been married for less than half a year, and this was the first time they had taken charge of the family. They had chosen several gift boxes suitable for visiting relatives. "The gift box contains a variety of dry goods such as cordyceps flowers, velvet antler mushrooms, and king oyster mushrooms. They taste very healthy and can be stored for a long time." She said that you can't go wrong sending "health" to relatives and elders.

Pre-prepared dishes are more cost-effective

　　The "post-95s" generation also saves trouble when purchasing New Year's goods. Some dishes with complicated cooking processes, such as braised lion head, Buddha jumping over the wall, and fish maw chicken, are now also sold as pre-made dishes. As a result, pre-made dishes that can be heated up and eaten have become the “face” of the New Year’s Eve dinner for the younger generation’s families. They don’t have to work all day and can prepare a table of “hard dishes” in half an hour.

　　"In the past, my grandparents, parents, and parents were preparing New Year's Eve dinner from morning to night on New Year's Eve. It was really tiring. Now we young people are not so complicated to cook New Year's Eve dinner." Xu Jiong, who just started working this year, said that he is in I work in a car company, and the end of the year is the peak time for car pickup. I am very busy every day and have no time to study cooking skills. "If you make Kung Fu dishes like abalone and fish maw chicken by yourself, you need to buy a lot of ingredients and go through several processes. Even if you make them, it will be easy to overturn. Pre-made dishes have saved me a lot of trouble."

　　"Pre-prepared dishes provide the younger generation with a guarantee of delicious New Year's Eve dinner." A staff member of Yuelu Sam's Store told reporters that pre-made New Year dishes such as Buddha Jumping Over the Wall and Fish Maw Chicken have been hot sellers recently, and most of the consumers are young people. "If you go to a restaurant and order these dishes, the good quality will cost more than 100 yuan per person. This Buddha Jumps Over the Wall will cost 6 to 8 people and costs more than 200 yuan. The price is also very cost-effective."

　　How to avoid "gaining three pounds during festivals" is also a topic of great concern to many young people. Therefore, many young consumers prefer products that can control their energy intake when choosing New Year products. Xu Jiong gave the reporter an example. For example, when buying drinks, they would choose sugar-free ones, and biscuits would choose sugar-reduced formulas. On the shelves of CP Lotus Supermarket, thoughtful merchants have also made adjustments. For example, carbonated drinks packaged in small sizes and drinks labeled as sugar-free and 0 calories are placed in a conspicuous position.

New Year’s goods can also be a “happy experience”

　　The changes in New Year's goods also reflect the changes of the times. In the past, people’s New Year shopping mainly focused on traditional fast-moving goods such as food, clothing, and alcohol. However, the New Year shopping list of those born after 1995 includes watches, fitness equipment, cameras, travel and other high-quality goods and service goods.

　　"I think the concept of New Year's goods may not necessarily be all about eating and drinking, but it can also be about buying a 'happy experience'." Zhang Chenxi has been working for three years and has never had time to go out and play. After the power of purchasing New Year's goods was given to him this time, he decided to I took my parents on a trip during the Spring Festival holiday. "Harbin is so popular during this period, so just go there and have fun. A happy trip with your family is the best gift for the New Year."

　　Mirrorless cameras, musical instruments, and outdoor sports equipment have also become the “three new items” for consumers during the Spring Festival this year. Data released by Dewu App, which specializes in selling trendy products, shows that since January this year, the sales of guitars on Dewu App have increased nearly 2 times year-on-year, mirrorless cameras have increased more than 5 times year-on-year, and the sales of badminton, hiking shoes and other sports equipment have also increased several times. Even a 10-fold increase.

　　“I’m going to take my family to take family photos in the New Year to record the happiness of reunion!” Citizen Xiao Hao told reporters that his favorite New Year’s gift is a new camera. In addition to taking photos and records, he will also make a New Year Vlog to record the family’s feelings about the new year. yearning.

　　From the older generation packing large and small packages of New Year’s goods that crowded the vegetable markets, to now the “post-95s” generation has become the main force in purchasing New Year’s goods… The consumption of New Year’s goods has changed from “stocking up” to “seeking quality,” from goods to services, and from consumption to experience. Consumption upgrading seems to be concentrated before the New Year. As the new generation of young people gradually unlocks the new trend of buying new year's goods, the new look of the Spring Festival in the new consumption era is also booming.

　　"Chinese Year of Hunan Taste" Year of the Dragon New Year Consumption Series Report 3 (Changsha Evening News)