"Go to the fair" online "Make an appointment" with rice "on the cloud" New Year greetings


　　Young people are preparing to

celebrate

the Spring Festival like this

　　"Chinese New Year in situ" has recently become a hot topic.

Under the new situation of epidemic prevention and control, many regions have advocated local Chinese New Year.

What special ways do young people spend this special Spring Festival?

Let's find the answer from the big data of e-commerce New Year goods!

　　How can you express your feelings to your elders if you don't go home for the New Year?

The survey shows that this year, more young people choose to buy Chinese New Year goods online and send them New Year greetings through express gifts. Many netizens also ridicule this New Year greeting as "Taobao-style New Year greetings."

　　Data from Taobao shows that on the first day of the online New Year's Day, the search volume for "New Year's Day" on the platform increased by 240%.

The "post-90s" also took over for the first time and became the new main force in purchasing New Year goods. The proportion of orders placed on Tmall New Year Festival exceeded 60%.

　　Many young people choose to buy some practical small appliances for their parents to free them from doing housework.

According to data from Suning.com, the search volume of products such as electric hot pot, oven, and air fryer increased by 200% to 800% respectively; during the online New Year festival, sales of noodle machines, scrubbers, dishwashers and other products on Tmall increased More than 100%.

　　This year's Spring Festival, "buying health" has also become the first choice for many young people to obey their elders.

According to data from the JD.com platform, during the online New Year's Day, the sales of health care product gift boxes on JD.com increased by 69% year-on-year, and the sales of physical examination packages also continued to rise.

　　How to eat the New Year's Eve dinner on the spot?

It doesn't matter if you can't do it, you can also choose to "make an appointment" online.

　　The reporter learned that this year, due to the lack of gathering of advocacy for epidemic prevention and control, many catering brands have targeted online and set foot in the New Year's Eve gift box market.

Time-honored brands such as Tang Palace, Zhiweiguan, and Guangzhou Restaurant have successively launched semi-finished Chinese New Year dinner gift boxes on e-commerce platforms. During this year’s New Year’s Festival, more than 120 dishes will be launched on Tmall Supermarket.

　　Hema also announced that during the New Year’s Festival, 2000 models of "Bullish New Year Goods" from all over the country will be "newed", of which over 40% of the new year’s goods will be featured in different places.

Special local delicacies such as Zhejiang winter bamboo shoots, Shaanxi Liuxin dried persimmons, and Suzhou eight-treasure rice will enter stores in Beijing, Shanghai, Shenzhen and other places for the first time. Consumers place orders online and they can be delivered within 30 minutes.

　　According to data from a food delivery platform, since the beginning of the twelfth lunar month, searches for New Year’s Eve dinners have increased four times year-on-year.

The person in charge of the platform’s New Year’s Eve dinner project said that under the new situation of local Chinese New Year, the semi-finished New Year’s Eve dinner and set meals for 1 to 2 people will better meet the needs of young consumers in first- and second-tier cities.

　　What kind of new year's goods are in the shopping cart of young people this year?

　　According to data from JD.com, during the online New Year's Day, the turnover of "post-95s" and "post-00s" young consumer groups has increased rapidly. Among them, the top 5 favorites of "post-95s" are pastry baking, fruit, cold dairy beverages, and trendy play. Animation and health supplements.

　　Some "earth-flavored New Year goods" also turned into creative New Year goods.

For example, Shandong apples packed in mobile phone boxes, Dayali pears with the homophonic stalk "Zhen Li Pu".

A "Hundred Years Haohe" gift box designed for Gansu Baihe, once launched on the e-commerce platform, sales exceeded 250,000 yuan.

The "earth-flavored New Year goods" have become fashionable goods, not only gaining the favor of young people, but also helping local farmers broaden the channels for increasing income and becoming rich.

　　The "digital New Year goods" represented by smart products are also very popular.

A warm cutting board that can be thawed, a smart health pot that can be remotely controlled by voice, a smart beauty mirror... This year, Tmall Elf has cooperated with more than 20 smart homes to launch more than 60 "digital New Year goods" during the New Year’s Festival, and the platform sales continued Increasingly, the consumption of "post-90s" and "post-00s" groups accounted for the highest proportion.

　　In addition, under the epidemic situation, live broadcasting has become an important way for many young people to "buy" New Year goods in the cloud.

Data shows that as of now, Taobao Live’s transactions during the New Year’s Festival and the average daily live broadcasts have both increased by more than 150% year-on-year; Suningqu’s New Year’s Fair was opened for one week, and the cumulative number of online live broadcasts exceeded 20 million.

　　Text/Xinhua News Agency reporter Wang Yuxiao

　　(Xinhua News Agency)

Wang Yuxiao