The latest data released by the Shanghai Municipal Commission of Commerce shows that during the 7-day Spring Festival (January 30 to February 5), Shanghai’s offline consumption payment amounted to 37.1 billion yuan, an increase of 28.6% over the same period in the lunar calendar in 2019. The market presents new characteristics of vigorous vitality, full of year's taste, and ice and snow fever.
Vibrant! Spring Festival consumption "low before and high"
Affected by factors such as last year's Spring Festival in situ, epidemic prevention and control during this year's Spring Festival, and rainy and snowy weather, Shanghai's offline consumption during the Spring Festival of the Year of the Tiger showed a "low before and then high" rebound. Among them, the payment amount of offline consumption in Shanghai on the 4th and 5th , respectively, an increase of 14.6% and 19.0% over the same period of the lunar calendar in 2021.
During the Spring Festival, the amount of offline consumption payment in Shanghai’s catering industry was 3.92 billion yuan, an increase of 8.7% year-on-year in 2021 and a year-on-year increase of 9.7% in 2019.
The consumption of cosmetics, shoes and hats, grain, oil, food and other categories will increase by 1.9 times, 1.3 times and 0.7 times respectively compared with 2021, and 2.2 times, 3.5 times and 2.6 times respectively compared with 2019.
According to the introduction of Shanghai Bailian Group, the sales of its various retail formats have increased significantly under the influence of various Chinese New Year marketing activities. During the "New Year's Eve Shopping Season" event in Shanghai, the overall retail format increased by nearly 30% year-on-year. Among them, supermarkets and department stores , shopping malls and other formats increased by more than 20% year-on-year, and online sales nearly doubled year-on-year.
Offline consumption is booming, and online consumption is also booming.
The sales of Hema Xiansheng in Shanghai increased by more than 30%. Among them, the sales of seafood, prepared vegetables and imported beef achieved double-digit growth, and the sales of flowers increased by more than 50 times; Fruits such as oranges and Chilean cherries increased by more than 100 times and 5 times respectively; Meituan’s in-store catering consumption in Shanghai area increased by 24% year-on-year, and leisure services such as Meng Pet Interactive Hall, Novel Sports Hall, VR/XR Experience Hall, etc. A year-on-year increase of 49%; JD Daojia, a subsidiary of Dada Group, launched the "JD Hourly Shopping" service, with more than 100,000 retail stores operating online, and sales in Shanghai increased by about 1.4 times year-on-year.
Year-round! Traditional performing arts drive booming consumption
On the fifth day of the new year, a special lion dance event was staged at Chia Tai Plaza, a landmark shopping mall in Shanghai's Lujiazui business district.
Different from the traditional lion dance, the lion dance here is based on the rhythm with Hip Hop elements, which amazes many "Gen Z" consumers who come here on a special trip.
Ouyang Xiuming, general manager of the lion dance brand "Xia Guozhang Dragon and Lion Troupe", said that the "Hip Hop Lion Dance" displayed during the Spring Festival is an innovative introduction of Hip Hop elements into the traditional lion dance, in the form of "combining Chinese and Western", to attract more Young audiences feel the charm and inheritance of the traditional lion dance culture.
"The popularity of the movie "The Lion Boy" has made the lion dance culture attract more young people's attention. This time, we have cooperated with the lion dance team to bring intangible cultural heritage culture into the shopping mall, hoping that consumers can enjoy shopping in the shopping mall. At this time, you can also feel the charm and inheritance of the traditional lion-waking culture, and ignite the atmosphere of the festival.” Xu Weijie, general manager of Shanghai CP Plaza, said that during the festival, CP Plaza launched a series of Chinese New Year national tide events, retro lion-headed old Shanghai band, blessing Tiger Puppet Shadow Play, Spring Festival Flower Market, "Chia Tai Good Market" market, etc. have also gathered a lot of popularity.
New Year's activities have also stimulated the enthusiasm of festival consumption.
Shanghai Global Harbor launched the "Mighty Chinese New Year", with regular prize draws on the hour, drumming for a hundred tigers on the first day of the first year, and red envelopes for the God of Wealth on the fifth day of the new year. The 7-day sales during the festival increased by more than 30% compared to the pre-holiday period.
Yuyuan Mall integrates time-honored brands, intangible cultural heritage craftsmen and intangible cultural heritage experience projects in the region to create a characteristic block of "Shanghai old taste, intangible cultural heritage new experience".
Baoshan Wanda launched the Market of All Things, the Chinese New Year of Intangible Cultural Heritage, and interacted with folk customs such as painting sugar figures, shadow puppets, and writing Spring Festival couplets. The 7-day sales during the festival increased by more than 60% year-on-year.
In Shanghai, not only the traditional cultural performances bring the New Year's flavor, but many shopping malls have also launched warm activities, so that the people who stay in Shanghai can also feel the sense of New Year's ceremony and express their affection for their relatives and their hometown.
For example, the Shanghai No. 1 Department Store Commercial Center on Nanjing Road will hold the “Sound Post Office” offline New Year’s special planning event from January 25 to February 15, which will bring together the food, folk customs and homesickness found in Shanghai by “people who have stayed in Shanghai”. Record it into your own voice postcard, send it back to your hometown, and bring your own thoughts and New Year wishes to your relatives in your hometown.
Winter Olympics fever! Ice and snow consumption breeds new opportunities
During the Spring Festival of the Year of the Tiger, the Beijing Winter Olympics is the hottest topic.
In Shanghai, the enthusiasm of the whole people to watch the Winter Olympics has driven the enthusiasm of the whole people to play ice and snow. During the festival, the ice skating rinks in many shopping malls attracted residents to come and taste the freshness.
The indoor ice skating rink festival in Mixc City, Minhang District, Shanghai is quite lively, attracting many residents to experience the "New Year's Eve with Ice and Snow".
Although some children are not tall, they are very skilled. They gracefully jump and spin on the ice, attracting bursts of applause from the surrounding audience.
There are also some young people who travel together. As beginners, although they are swaying and falling, they are all smiles on their faces and enjoy the joy of ice sports.
"In addition to squatting in front of the TV to watch the Winter Olympics during the holidays, I also specially came out to take the children to experience skating." Zhao Lei, a white-collar worker in Shanghai, said that after the "double reduction", the children have more time for the winter vacation. The "Spring Breeze" of the Winter Olympics cultivates children's enthusiasm for ice and snow sports.
The enthusiasm of residents can also be seen from the data of ice and snow consumption. Many ice skating rinks and ice and snow activities in shopping malls are welcomed by residents.
Bailian Festival City Shopping Center, in conjunction with Champion Ice Rink, launched an open public class on ice, bringing a "zero foundation" and "zero threshold" ice sports experience. During the festival, sales increased by nearly 60% compared with the pre-festival period; New World City Snow ONE The consumption atmosphere of the ice and snow park is hot, and the sales of shopping malls during the festival increased by more than 20% compared with the pre-festival period.
(Reporters Zhou Rui and Gong Wen)