Unscramble the new consumption upsurge of Spring Festival in 2022： the trend of ＂snow and ice fever＂ and ＂outing＂ will continue.
Beijing, February 17 (Reporter Huang Angjin) This year’s Spring Festival, influenced by factors such as the Beijing Winter Olympics and the encouragement of local Chinese New Year, the consumption during the Spring Festival holiday showed many new upsurge and new trends. Experts said that on the whole, there are many bright spots in this year’s Spring Festival consumption trend, and the enthusiasm of the masses for Spring Festival consumption has not diminished.
According to Gao Feng, a spokesperson of the Ministry of Commerce, this year’s Spring Festival holiday coincides with the Beijing Winter Olympics, and the sales of traditional festival goods, national tides and cultural creations, and winter Olympics souvenirs continue to grow. Smart goods, flowers and green plants, organic food and other healthy and upgraded products have become the first choice for new year’s goods. The sales volume of pre-cooked dishes on some take-away platforms increased by more than 3 times year-on-year, and the catering transaction volume of some large e-commerce platforms increased by nearly 10% year-on-year. The Beijing Winter Olympics has stimulated the consumption boom of ice and snow, and the traffic of ice rinks, snow resorts and ice theme parks has increased significantly. Outings, city tours, tasting folk customs and visiting exhibitions have become hot consumption spots during the Spring Festival.
Beijing Winter Olympics Stimulates Ice and Snow Consumption Boom
Sports equipment and theme parks are popular.
When the China Spring Festival meets the Beijing Winter Olympics, the public’s enthusiasm for ice and snow consumption is growing. Sports equipment, ice and snow scenic spots and theme parks have all become hot spots for consumption.
(Image from CFP)
According to Gao Feng, the passenger flow of ice rinks, snow resorts and ice theme parks has increased substantially, indoor ice hockey, skating and skiing have flourished, and niche activities such as climbing ice rocks and drifting in the snow have gradually emerged. Some e-commerce platform data show that during the Spring Festival, the sales of ski equipment increased by over 180% year-on-year, the sales of ice sports categories increased by over 300% year-on-year, and the transaction volume of ice and snow scenic spots increased by over 80% year-on-year.
Gao Feng also pointed out that the sales of licensed commemorative goods in Winter Olympics increased by 21.2 times year-on-year; Sales of ski equipment and ski clothes increased by 62.9% and 61.2% respectively. The popularity of ice and snow theme tours is high. During the "2022 National Online New Year Festival", the sales of online ski tickets increased by 102.1% year-on-year. Orders for ice and snow tourism products on related e-commerce platforms increased by over 30% year-on-year.
Specifically, the consumption trend of Spring Festival released by JD.COM shows that the overall turnover of skiing goods increased by 322% year-on-year, among which the turnover of ski masks reached 15 times year-on-year, and ski pants, ski goggles, snowboards, ski clothes and ski shoes also achieved high growth. The overall turnover of sports goods on ice increased by 430%, among which the turnover of figure skating shoes, speed skating sharpening stands, speed skating shoes, ice hockey sticks, ice skates and ice skates increased by 553%, 420%, 368%, 328%, 266% and 125% respectively.
Alibaba’s "Consumption Trend Report of the Spring Festival in the Year of the Tiger" pointed out that the orders of ski resorts such as Changbai Mountain in Jilin, Yabuli in Heilongjiang and Anji in Huzhou have grown rapidly, and indoor ski resorts in Guangzhou, Chongqing and Chengdu have also become popular places.
Liu Chunsheng, an associate professor at the School of International Economics and Trade of the Central University of Finance and Economics, told the reporter of Yangguang. com that the Beijing Winter Olympics has made consumers feel the charm of ice and snow sports, and the ice and snow consumption boom driven by it will continue in the next few years. At the same time, with the epidemic under control, the rapid warming of the ice and snow economy will also greatly promote the recovery of winter tourism in the north.
In addition, the Beijing Winter Olympics has greatly promoted the development of China’s ice and snow industry. Alibaba’s report shows that on the eve of the Spring Festival, overseas sales of domestic ski products on AliExpress increased by more than 60% year-on-year. In the past year, the number of domestic ski products merchants on AliExpress increased by nearly 50%; Consumers from 100 countries and regions around the world bought China ski gear on AliExpress. As far as Iceland in the north and Chile in the south, there are brands of ice and snow industry in China.
Buy prefabricated vegetables and order takeout
New Year’s Eve has a new taste.
New Year’s Eve is an indispensable part of the Spring Festival. Whether it is jiaozi in the north or chicken, duck and fish in the south, in the past, the elders at home often started planning a few days in advance, waiting for their children and grandchildren to go home for family reunion. In recent years, with the rise of prefabricated dishes and semi-finished dishes, as well as the development of online catering, more convenient consumption patterns have added new flavor to the traditional New Year’s Eve dinner.
Gao Feng pointed out that during the Spring Festival this year, the online and offline integration of catering consumption accelerated, and frugality and safety became the mainstream of consumption. The sales volume of pre-cooked dishes on some take-away platforms increased by more than 3 times year-on-year, and the catering transaction volume of some large e-commerce platforms increased by nearly 10% year-on-year.
The data shows that during the Spring Festival this year, the sales volume of box horse prefabricated vegetables increased by 345% year-on-year, and the sales volume of prefabricated vegetables on Taobao also increased by over 100% year-on-year.
In addition, JD.COM’s home data shows that the sales of wonton jiaozi, noodles, frozen pickles, cooked food gift boxes and microwave food all increased by more than 10 times year-on-year, and the prepared kebabs increased by 8 times year-on-year. Semi-finished clean vegetables increased by 2.6 times year-on-year.
Gao Feng also said that online catering sales increased by 28.5% year-on-year, among which, in-store and take-away sales increased by 48.3% and 22.6% respectively. According to the take-away data of relevant e-commerce platforms, during the Spring Festival, the take-away merchants providing New Year’s Eve dinner increased by 2 times year-on-year, and the sales of New Year’s Eve dishes increased by 1.4 times year-on-year.
Liu Chunsheng told reporters that the new consumption concept is also reflected in this year’s Spring Festival consumption trend. "Prefabricated dishes are one of the mainstream consumption trends in the Spring Festival this year. Whether it is pre-cooked dishes or take-away delivery services, it provides a more convenient way for everyone to prepare for the New Year’s Eve dinner. I believe this trend will be more obvious during the future festivals. "
"Tiger Element" is favored
Ice piers form a "top flow"
The zodiac element is an indispensable protagonist in the field of consumption in the Spring Festival every year. In the Year of the Tiger, the products around the "cute tiger" in different forms have won the favor of consumers.
According to Alibaba data, during the Spring Festival this year, the "tiger-containing rate" of new year goods was high, and the search volume of new year goods related to "tiger" increased by 874% year-on-year. Among them, jewelry with cute tiger pendants was favored by young consumers.
The consumption trend in JD.COM during the Spring Festival shows that as of February 5th, the products of "tiger element" increased significantly compared with those of "ox element" in the same period of last year’s Spring Festival. Among them, the turnover of jewelry products in the shape of "Menghu" increased by over 50% year-on-year. The turnover of "Tiger Element" products of toy musical instruments such as building blocks, trendy play/animation, remote control/electric toys exceeded 10 times compared with the same period of last year, and the turnover of products of baby carriages and cribs reached 35.8 times compared with the same period of last year.
It is worth mentioning that the Year of the Tiger has also promoted the sales of "cat element" products. According to JD.COM data, among the "cat element" products, the turnover of home decoration materials reached 84.7 times, the turnover of cooking pots and pans reached 14.4 times, the turnover of household daily necessities exceeded 300%, the turnover of cat hair accessories exceeded 200%, and the turnover of cat mobile phone cases exceeded 100%.
With the official opening of the Beijing Winter Olympics in 2022, the mascot Bingdundun has become the "top flow" in this year’s Spring Festival. According to the platform data, among the popular search keywords related to the Winter Olympics in various provinces and cities in China during the Spring Festival, the search volume of "Bingdundun" mascots accounted for 90%, with a total of over 10 million people searching for "Bingdundun". On the evening of February 4th, with the opening of Beijing Winter Olympics, over 1 million netizens poured into the official flagship store of Olympic Tmall.
(Image from CFP)
Near-field outing and city tour become consumption hotspots.
The order volume of e-commerce platform B&B increased by nearly 60% year-on-year
Affected by the epidemic situation in some areas before the Spring Festival, many places are encouraged to celebrate the New Year on the spot. This also makes the trend of mass travel present new features.
According to Gao Feng, during the Spring Festival, excursions, city tours, folk customs and exhibitions have become hot spots of consumption. Some large-scale e-commerce companies account for 65% of the orders for domestic tourism products, which is a significant increase compared with previous years. Suburban resort hotels are deeply loved by consumers. During the Spring Festival, the accommodation transaction volume of some e-commerce platforms increased by about 10% year-on-year, and the order volume of single-family homestays on some e-commerce platforms increased by nearly 60% year-on-year.
The 2022 Yangtze River Delta Spring Festival Travel Report released by Tongcheng Travel shows that during the Spring Festival, the consumption in the Yangtze River Delta region is mainly concentrated in some cities in the province, and the population in Zhou Bianyou has increased significantly. The travel data of Tuniu Travel Network also shows that during the Spring Festival holiday, nearly 60% of tourists adjust their travel distance to local tours and Zhou Bianyou.
"Due to certain restrictions on current travel, the warming trend of recent outings has become increasingly prominent, which will be the mainstream travel consumption pattern in China in the next year, and the future will depend on the epidemic control." Liu Chunsheng said that the multi-point epidemic will bring some obstacles to travel, but it will also give birth to new supply forms.
New taste, smoking and eating
"Lantern Festival Economy" ushered in a new trend
In Chinese’s traditional concept, the New Year is over after the Lantern Festival. Eating Yuanxiao and solve riddles on the lanterns during the Lantern Festival has also become the last ceremony to celebrate the Spring Festival. In order to meet the diverse needs of consumers, in recent years, merchants have been constantly innovating the taste of Yuanxiao.
According to the data of JD.COM, the skillful stuffing and salty glutinous rice balls in the combined dumplings have increased by many times. The sales volume of Aoqiao stuffed dumplings increased by 12.6 times year-on-year, and the sales volume of salty quicksand dumplings more than doubled year-on-year. In addition, the sales of hawthorn, orange and black glutinous rice dumplings increased by more than 75% year-on-year, and the sales of sugar-free dumplings representing a healthy trend increased by 70% year-on-year. Among all kinds of dumplings, the sales champion is black sesame dumplings, accounting for 37% of the turnover; Followed by peanuts and yellow rice dumplings, the turnover accounted for more than 10%; The turnover of sweet-scented osmanthus dumplings and hawthorn dumplings accounted for more than 4%.
The taste of Yuanxiao is constantly being tasted, and the eating method of Yuanxiao has also been innovated. Hungry, the release of the "2022 Lantern Festival glutinous rice balls consumption trend report" shows that the popularity of glutinous rice balls with milk tea is rapidly rising, and "sucking and eating glutinous rice balls" has become a new fashion for young people in this year’s Lantern Festival.
According to reports, on the eve of the Lantern Festival, more than 8 million people searched for "glutinous rice balls" and "milk tea" at the same time, among which the post-95 generation accounted for more than 37%.
Besides, many northerners still prefer dumplings to dumplings. The data shows that in Northeast China, Harbin, Shenyang, Changchun and other cities, the number of shops selling dumplings before the Lantern Festival is more than 10 times that of dumplings.
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