Several e-commerce platforms have successively released annual goods Festival reports, highlighting the new consumption trend
Special purchases for the Spring Festival special purchases for the Spring Festival of Kwai Chai, the 2022 contractor, were released this week (January 24th) by Taobao and Ai Ai consulting. In addition, Jingdong, jitter and fast hand have released tiktok Festival related data reports. Based on the situation of major platforms: (1) in terms of categories, women’s clothing, jewelry, food, beauty makeup and 3C digital are the hot categories of 2022 e-commerce annual goods Festival; (2) In terms of consumption theme, the first one is “ice and snow consumption”, which benefits from the upcoming opening of the Beijing Winter Olympic Games and the rise of ice and snow related consumption; Another theme special purchases for the Spring Festival is tiktok, Guangxi’s snail powder, Xinjiang cheese and Henan stewed noodles. During the e-commerce New Year Festival, we also observed some consumption trends: (1) the national self-confidence has improved, the national tide has risen, and the transaction volume of live broadcasting rooms such as Chinese style, cheongsam and Hanfu has increased rapidly; (2) special purchases for the Spring Festival are still the mainstream. The gold and perfume cosmetics sales rank the top two in the local orders of Jingdong annual goods Festival. (3) Affected by the “local Chinese New Year”, the economy of living alone sprouts, the material needs of consumers tend to be warm and intelligent in family layout, the growth of floor washers, dryers and projectors is obvious, and the air fryers and prefabricated dishes related to living alone are also popular; The consumption of flowers, green plants and pet products can better meet the spiritual needs of consumers who tend to nature and cure. Let’s look at the specific categories: (1) during the new year’s festival, gold jewelry is sold brightly. Consumers express the beautiful meaning of auspiciousness and blessing by buying gold jewelry (New Year’s day and zodiac themed products) with decorative and value-added functions; (2) The beauty category has also continued its consistent bright performance. It is the core category on all major e-commerce platforms, and its sales ranking is high; Among them, Proya Cosmetics Co.Ltd(603605) , Winona, huaxizi and other high-quality brands have brought high-quality new year goods. The “Chinese style” packaging and gift boxes are also sought after by consumers, leading the trend of quality consumption.
Industry Keywords: huaxizi, Youhe, Taobao New Year Festival, meixibao, filial piety list, etc
[huaxizi] huaxizi was recommended by jeffreesta, an American twitter top stream blogger.
[friends what] Alibaba launched the interest community app “friends what”.
[Taobao New Year Festival] Taobao released the report on consumption trend of 2022 New Year Festival.
[meixibao] meixibao, an upstream enterprise of Yimei, won Shanghai Kindly Enterprises Development Group Co.Ltd(603987) investment.
[filial piety order] meituan’s preferred “filial piety order” has exceeded 3.5 million orders per month.
Plate Market Review
This week (from January 24 to January 28), the retail trade index closed at 2884.44 points, down 2.26%, outperforming the Shanghai Composite Index (down 4.57% this week) by 2.32 percentage points, ranking third among the 31 primary industries. Among the retail segments, the professional chain segment performed better this week. In terms of individual stocks, this week, Ningbo Zhongbai Co.Ltd(600857) (+ 12.6%), Changsha Tongcheng Holdings Co.Ltd(000419) (+ 9.7%) and Beijing Cuiwei Tower Co.Ltd(603123) (+ 8.5%) rose higher.
Investment suggestion: pay attention to the leading brands of cosmetics, medical beauty and gold jewelry
Investment main line 1 (cosmetics): continuous verification of large single product + multi-channel logic, focusing on recommending domestic beauty leaders Yunnan Botanee Bio-Technology Group Co.Ltd(300957) , Proya Cosmetics Co.Ltd(603605) , Lushang Health Industry Development Co.Ltd(600223) , and cosmetics raw material leaders Nanjing Cosmos Chemical Co.Ltd(300856) that benefit the target;
Investment main line 2 (medical beauty): focus on recommending the leading Imeik Technology Development Co.Ltd(300896) of medical beauty products and Bloomage Biotechnology Corporation Limited(688363) of the whole industrial chain layout;
Investment main line 3 (gold jewelry): pay attention to the high prosperity of gold jewelry consumption and the increase of the market share of head brands, and focus on recommending Chow Tai Seng Jewellery Company Limited(002867) (multi-faceted empowerment of provincial generation model), benefiting targets such as Chow Tai Fook and Guangdong Chj Industry Co.Ltd(002345) .
Risk tips: macroeconomic risks, repeated epidemics, intensified industry competition, etc.
