Big data reveals new trends in Chinese New Year consumption

　　Our reporter Sun Qiru Pan Fuda

　　During the prosperous Chinese New Year of the Ox, residents across the country continued to warm up their “go shopping” mode, opening a “good start” mode for the Chinese New Year. The consumption data of major Internet platforms revealed new consumption trends in the context of the local Chinese New Year.

　　Featured New Year’s Goods "Reverse Run"

　　The New Year’s Eve dinner has changed from "mother's cooking" to "going to the restaurant" to "buying gift boxes". The taste of the New Year has not changed, but the consumption habits are changing.

　　With the abundance of commodities and the convenience of logistics, Ningbo seafood flew to the tables of the people in the northwest, Sichuan bacon has become a favorite of Beijingers, and Ningxia’s mutton is the main ingredient for Cantonese shabu-shabu... Jingdong big data shows , From the 30th to the fifth day of the Lunar New Year, related New Year’s Eve gift boxes, New Year’s gift boxes, instant dishes, barbecue ingredients, etc. increased by 90% over the same period last year.

Among them, the sales of New Year's Eve gift boxes in Beijing, Shanghai and Guangzhou increased by 4.7 times, 3.2 times and 1.7 times respectively over the same period of the lunar calendar last year.

The growth of new year gift boxes in Hubei, Hunan and Henan increased by 4.9 times, 4.5 times and 4.3 times respectively. It is worth noting that the "Three Gorges Fish and Rice Dry Goods Gift Box" in Hubei Province has become the star product of the province's specialty museum.

　　This year's Spring Festival, more than 100 million people responded to the call for "Chinese New Year in situ", and many people sent their hearts home through e-commerce platforms.

On JD.com, from the 30th to the fifth day of the new year, the transaction volume of off-site orders increased by 58% over the same period of the lunar calendar last year. The top five provinces and cities with the highest proportion of off-site orders were Hubei, Jiangsu, Henan, Beijing and Shaanxi.

Consumers in Beijing receive more orders from Shandong, Northeast and Henan. People between the ages of 26 and 35 receive a variety of casual snacks, local products and health supplements. Parents at home are still worried about being far away. Wandering.

　　According to data from the JD Daojia Data Research Institute under the Dada Group, from February 4th to the sixth day of the New Year on February 17, the sales of JD Daojia's orders from other places doubled compared with last year, and more orders were placed from other places. Of cities are concentrated in Guangdong, one-click ordering within 1 hour to help family affection transfer.

　　Alibaba data also shows that considering that their children "Celebrate the New Year on the spot", many parents send local special foods from their hometowns, and "New Year's goods run in reverse" instead of "local products in the trunk" as a new phenomenon.

　　In-situ Chinese New Year Boosts "Enjoy Yourself Economy"

　　In-situ Chinese New Year has also promoted the upgrade of "pleasant consumption".

With many "post-90s" and "post-00s" taking the right to purchase new year products, the consumption of new year products is showing a trend of branding and intelligence.

According to Taobao data, the consumption growth rate of sweeping robots and window cleaning robots exceeded 100% and 300% year-on-year, and floor scrubbers increased by 18 times. There are three new pieces of respect for the elders.

The time-honored brands are not to be outdone. Maotai, Wuliangye, Yanghe, Luzhou Laojiao and Xinghuacun still occupy 5 of the top 10 domestic time-honored brands in Spring Festival sales.

　　In the past, people thought more about "how to buy", but today they are more pursuing how to "buy better."

For example, more than half of imported beverage consumers come from third- and fourth-tier cities and below, and third- and fourth-tier cities have become more "foreign" in their consumption of wine during the Spring Festival.

Gift-giving during the Spring Festival also ushered in a new trend of "giving health".

On Tmall, brands such as Lei Yunshang, Tongrentang, Pien Tze Huang, and Ma Yinglong increased by 196.3%, 173.9%, 108.7%, and 45.6% compared with the same period last year. The sales volume of massage guns increased by more than 7 times compared with the same period last year.

　　Young people increasingly prefer smart daily necessities, driving the rise of smart technology consumption.

During the Spring Festival period on Tmall, among household appliances, smart “black technology” products such as sweeping robots are popular. Among them, sweeping robots have a year-on-year growth rate of more than 100%, window cleaning robots have a growth rate of over 300%, and floor scrubbers have a year-on-year growth rate. 1800%, let everyone easily clean up and have a good year.

　　On JD.com, many categories related to "consumption for pleasure" have increased by more than 30% year-on-year.

The number of orders received from other places in Hubei Province increased by 131%. The fastest growth was K gold jewelry, white wine, and perfumed watercolor makeup. After a year of recovery, the people of Hubei enjoyed a safe, joyful and beautiful Spring Festival.

　　Local tour hotels become hot spots

　　Under the call of the New Year in situ, the tourist market in the Spring Festival of the Year of the Ox has obvious characteristics of "locals visiting the local scenic spots", and hotel vacations have become a new tourist fashion.

　　During the Spring Festival holiday, the local scenic spots showed a prosperous scene, and the popularity rose rapidly.

Ctrip ticket data shows that the number of local bookings for tickets has increased by more than 300% over the 2019 Spring Festival.

The Spring Festival travel report released by Lv’s mother also showed that theme park scenic spots, folklore scenic spots, and suburban outing parks all over the country have ushered in peak passenger flow. Urban micro-tourism, cloud tourism, red tourism, and cultural and cultural tourism are particularly popular. Tourists tend to explore different aspects of the city in a personalized way.

　　"Hotel Resort" has been on the hot list of local and surrounding tourism, and resort hotels with hot springs, paradise, parent-child, and romance as the theme are very popular.

Guo Kun, general manager of Slender West Lake Hot Spring Resort, felt the enthusiasm from consumers this Spring Festival.

"Starting on the second day of the Lunar New Year, the resort has been 100% full for three consecutive days. This was not foreseen before." He said that during the Spring Festival, the resort will launch mahjong rooms, pet rooms, family gathering suites, etc. Customized products to meet the differentiated needs of users.

　　During the Spring Festival, the number of local tour bookings on the Fliggy platform increased by more than 660% year-on-year. Playing hotels, visiting scenic spots and "cloud tourism" directly drove the unit price of e-sports hotels, pet homestays, and private party villas by 30% to 100%. Increase.

　　The self-driving tour market also ushered in a bright moment.

Ctrip car rental data shows that under the call of "Chinese New Year on the spot", the proportion of local car rental orders has increased significantly, an increase of 82% compared with the 2019 Spring Festival.

According to statistics, car rental consumption has also continued to increase. The average cost of long vacations exceeds 1,700 yuan; the average number of days of car rental has increased, reaching 5 days, exceeding the 4.5 days of last year’s National Day holiday.