China News Service, Hangzhou, February 3: Title: Hot special products during the online New Year's Festival are favored by "Generation Z"
Author Xi Jinyan Yang Yang
As the Spring Festival approaches, shopping for new year goods through live e-commerce is becoming a "ritual" for "Generation Z" to welcome the Year of the Dragon. In this "New Year's Goods List", in addition to traditional New Year's goods such as fruits and nuts, there are also "new and top-notch" products such as gold jewelry, outdoor shoes and clothing, and health care products.
“When I was a child, what I looked forward to most during the New Year besides receiving red envelopes was going to the market with my family to buy New Year’s goods. The abundant New Year’s goods also symbolized a good harvest.” Huang Nuo, a “post-90s generation” from Jinhua, Zhejiang, said that as he grew up and entered the workplace, his family The burden of buying new year's goods is handed over to myself.
These days, Huang Nuo is busy "running around" in various live broadcast rooms to make "New Year's goods guide". "I have already placed a bunch of orders and sent them directly home. It is more convenient and has more choices."
Nowadays, more and more young people are accustomed to buying New Year’s goods online. Chinese officials have also launched an online New Year's goods festival, forming a large-scale New Year's goods market by "stringing beads into chains" and "clustering chains into groups" of online promotional activities from various places, e-commerce platforms and merchants.
In Hangzhou, the live-streaming e-commerce city, many MCN (multi-channel network) organizations are also targeting the “New Year’s Day” and making a “good start” with “non-stop broadcasts”.
"Compared with last year, consumers' consumption willingness this year is more biased towards special New Year products, such as cherries, wine, gold and jewelry, etc." said the person in charge of Make a Friend.
Cang Hai, vice president and general manager of the supply chain center of Jingling Group, said that health care products and outdoor shoes and clothing have shown stronger growth momentum, "which shows that users have very strong demands for health at the moment, and there is still a lot of room for growth in the future." .
Online New Year's goods have "smoothed" the geographical divide, and specialties from various places span mountains and seas, enriching the list of New Year's goods for "Generation Z".
According to the relevant person in charge of Xinxuan, from the data point of view, landmark specialties from various places are more popular during this New Year Festival. Northeast rice, Inner Mongolia beef and mutton, Cantonese sausage, Sichuan and Chongqing hot pot base, etc. are all hot-selling products, among which The sales of an Ecuadorian prawn exceeded 64 million yuan.
Compared with ordinary new year models and gift box models, more co-branded and customized models appeared in the live broadcast room, which also gave traditional time-honored brands a new lease of life. Yao Shengji, a "time-honored brand" from Hangzhou, has gained another wave of fans among the "Generation Z" group by embracing live streaming e-commerce.
"These days we have received orders from all over the world, and the factory has been working overtime overnight in recent days. Live broadcast has pushed the product to a broader stage." The relevant person in charge of Yao Shengji said that this year, Linked Live e-commerce has launched a variety of customized gift boxes. For example, the national fashion models have received good response, with more than 30,000 orders sold in a single day. "I hope to take advantage of the New Year Festival to get a good start."
Each new year's purchase order has also become a carrier of conveying one's feelings. "Although I haven't returned to my hometown yet, my heart has already reached home, and I'm waiting for me to go back to celebrate the Chinese New Year," Huang Nuo said.
In order to ensure that "New Year's goods cannot be stopped", as in previous years, several mainstream express delivery companies in China have announced that they will not close during the Spring Festival. Some companies have also increased their transportation capacity to meet a small peak before the Spring Festival. Data show that in January, the total business volume index of China's postal express industry was 68.7%, an increase of 0.1 percentage points from the previous month. (over)