When the Spring Festival of the year of the tiger meets the Winter Olympics, it brings new consumption hotspots. On February 6, the reporter of Beijing business daily learned in the interview that the ice and snow economy has brought consumption explosion points to the Spring Festival. Shopping malls and shopping centers attracted a large number of passengers due to ice and snow elements, and the supply of daily necessities in supermarkets increased by nearly 10% during the Spring Festival. There are more than 100 business districts, business streets and markets in the city, more than 1000 commercial enterprises and more than 10000 commercial stores are not closed, physical shopping malls and shopping centers are added with ice and snow elements, and the consumer goods market continues to heat up. At the same time, food enterprises and e-commerce use zodiac and ice and snow peripheral products to make the festival market atmosphere hot.
shopping malls | snowfield passenger flow increased by more than 10% month on month
Rich activities and full flavor of the new year make physical shopping malls and shopping centers proud in the consumer market. The reporter of Beijing business daily learned from cheetah mobile that according to the data of nearly 100 core shopping malls in Beijing, during the Spring Festival (from the first day to the fifth day of the new year), the average daily total passenger flow of shopping malls in Beijing increased by 11.3% year-on-year compared with the last weekend before the festival, up nearly 30% month on month compared with the working day before the festival, reaching a peak on the third day of the new year, exceeding 4.1 million people. Taking Xidan business district as an example, the average total passenger flow per day increased by more than 30% month on month (32.6%) over the last weekend before the festival. In terms of individual projects, COFCO Xiangyun Town received more than 300000 consumers during the Chinese New Year.
During the Spring Festival holiday, parent-child play is still a popular option. According to the human-computer interaction keyword data in Beijing monitored by cheetah coupon Siasun Robot&Automation Co.Ltd(300024) , the popularity of keywords such as “skating” and “ice rink” increased rapidly after the live broadcast of the opening ceremony of Beijing 2022 Winter Olympic Games, of which “skating” increased by more than one time and “ice rink” increased by 2.4 times. Beijing Business Daily reporter learned that the Spring Festival in Xiangyun Town ushered in the “ice fever”, and the 400 square meter real ice rink ushered in more consumers. During the spring, the average daily passenger flow of the ice rink reached 400, up nearly 22% from the previous holiday.
Chinese New Year movies have become one of the necessary consumption items for staying in Beijing for the new year. It is difficult to get a ticket for many good films in prime time. According to auspicious clouds town data, the overall film attendance rate is over 40%. As of the fifth day, box office sales exceeded 1 million 600 thousand. In the movie theater, the 2022 official Winter Olympic franchise experience shop (auspicious clouds Town store) in Beijing has long queues from the door, and the Winter Olympic licensed merchandise is still hard to meet.
In addition, traditional cultural activities and Spring Festival beauty are also the key to attracting soaring passenger flow. On the first day of the lunar new year, many shopping malls held lion dance performances. The reporter saw in Yidi port that the lion dance performances passed through various floors and stores, attracting many customers and brand merchants to take photos and interact on the spot. At the same time, Yidi port also held various folk experiences, including Hongyun sugar painting shop, Kaka creative room, magic experience workshop, miaojiaoxiang hall, new year products of the year of the tiger, etc.
The relevant person in charge of Yidi port said that during the Spring Festival holiday, the passenger flow increased significantly. The strong spring festival atmosphere and rich promotional activities effectively stimulate and drive the strong consumption desire of citizens staying in Beijing for the Spring Festival.
catering | the popularity of new year’s Eve dinner remains unchanged, and time-honored brands compete to promote ice and snow themed dishes
Catering enterprises launched customized services during the Spring Festival. Many catering enterprises optimized and enriched dishes and innovated service methods to ensure that consumers “celebrate the new year on the spot”. Beijing’s local consumption of new year’s Eve dinner has not decreased. According to the relevant person in charge of Haidilao, on New Year’s Eve, Haidilao’s more than 800 business stores in China received nearly 400000 consumers. The three color colorful dumplings launched by Beijing stores sold more than 7000 copies from the launch on December 26 to new year’s Eve.
In addition, the reporter of Beijing business daily noted that there are plans and many forms, which have become the main characteristics of this year’s new year’s Eve dinner market. This year, catering enterprises not only released the reservation content related to the new year’s Eve dinner, but also released the relevant contents such as “delivering the new year’s Eve dinner home” and “prefabricated dishes”, so as to make various forms of plans and preparations in advance. In addition to the hall food, the delivery service of new year’s Eve dinner has gradually become the standard of the new year’s Eve dinner service of catering enterprises. Many restaurants have launched the self delivery or delivery service of new year’s Eve dinner to meet the needs of consumers for delivery or non hall food. At the same time, prefabricated dishes have become a new favorite for new year’s Eve dinner. The relevant person in charge of wangshunge said that the total sales amount of prefabricated dishes such as wangshunge Lunar New Year’s Eve reached more than 8 million yuan last year, and has exceeded 10 million yuan this year.
During the Spring Festival, Xiabu Xiabu and qiaocuo of Xiabu group received nearly 1.5 million consumers, and sold nearly 1 million beef and mutton and 800000 cups of tea and rice tea, all exceeding the expected value. According to the relevant person in charge of Xiabu group, during the Spring Festival, the take out sales of many stores increased by 2-4 times month on month. “In addition to the hot sales of single person packages, the order number of family photo take out packages for 4-6 people this year is also much higher than in previous years”.
During the Spring Festival, there will be an ice and snow event, and many time-honored brands will innovate and launch ice and snow themed dishes. Beijing Business Daily reporter learned from Beijing Huatian that Beijing Huatian launched the “ice and snow food festival”. Its time-honored restaurants such as tongheju, tongchunyuan, Gulou Makai restaurant and eryouju launched a series of ice and snow themed creative dishes such as “dancing snowman”, “purple potato snow mountain salad”, “dragon and Phoenix playing with snow” and “red in winter frost and snow”. On the seventh day of the lunar new year, wangshunge will launch five creative sports dishes, such as Linglong cube and the return of birds.
Shopping malls catering consumption also ushered in a wave of peak. According to the big data of cheetah coupon Siasun Robot&Automation Co.Ltd(300024) , the average daily order volume of catering coupons sold through Siasun Robot&Automation Co.Ltd(300024) increased by more than 30% compared with the last weekend before the festival. It is worth noting that on the fourth day of the lunar new year, when the Spring Festival holiday meets the beginning of spring, the heat of the solar term gourmet “spring cake” rises sharply.
It is reported that in Yidi port, the catering industry has performed prominently, such as small cook Huaiyang cuisine, longrenju boiled fish, songhelou Su style noodle soup, shake shack and other popular catering brands have opened to receive customers on the eve of the Spring Festival, and the catering industry has made great efforts and ranked in the peak consumption season of the Spring Festival.
e-commerce | popular online around the hand-made hot selling Zodiac
The Beijing 2022 Winter Olympic Games officially opened during the Spring Festival, and people’s enthusiasm for ice and snow sports was completely ignited. On February 6, Alibaba released the consumption trend report of the Spring Festival in the year of the tiger, which showed that from New Year’s Eve to the fourth day of the first month, tmall ski equipment increased by more than 180% year-on-year, and ice sports categories increased by more than 300% year-on-year. On the flying pig platform, the orders of ice and snow tourism commodities increased by more than 30% year-on-year during the Spring Festival. Orders for ski resorts such as Jilin Changbai Mountain Tourism Co.Ltd(603099) , Yabuli in Heilongjiang and Anji in Huzhou increased rapidly.
In addition to skiing with relatives and friends, people also express their concern and support for the 2022 Beijing Winter Olympic Games by purchasing peripheral products online. On February 3, the number of visitors to tmall Olympic’s official flagship store exceeded one million. In February 4th, 5000 Bing dwen dwen was handed off for 15 minutes and then sold short.
The year of the tiger has also driven the hot sales of “cat element” commodities. JD trends show that among “cat element” commodities, the turnover of household decoration materials has reached 84.7 times, the turnover of cooking pots has reached 14.4 times, the turnover of household daily necessities has exceeded 300%, the turnover of cat hair accessories has increased by more than 200% and the turnover of cat mobile phone shell has increased by more than 100% year-on-year.
On the logistics side, the reporter of Beijing Business Daily also learned that express companies performing the “non closing of the Spring Festival”, such as Zhongtong, Yuantong and Yunda, have successively resumed work and operation throughout the network after February 4 to provide normal express services. According to the relevant person in charge of Zhongtong, the guiding price during the Spring Festival has returned to normal.
supermarkets | increase supply and stabilize commodity prices
Beijing supermarket enterprises ushered in a holiday consumption boom. According to the relevant data of convenience bee, in terms of the overall actual sales of corresponding stores, among the categories related to new year’s goods, the new “three piece set of new year’s goods” – beverages, milk and biscuits – is higher than the traditional “three piece set of new year’s goods” – dried fruits, candy and pastries. From the 29th day of the lunar new year on January 31 to the second day of the lunar new year on February 2, consumers buy new year goods in convenience bee stores in the morning, middle and evening.
Convenience, self satisfaction and health have become the three highlights of online consumption during the Spring Festival. Convenience bee data show that young people who choose to “celebrate the new year locally” will not only “buy wine late at night” or “communicate with friends”, but also actively pursue “hometown flavor” or “childhood flavor”.
In the same city market, prefabricated dishes convenient for cooking have become “group favorites”. The sales volume of prefabricated dishes on HEMA and dingdong shopping platforms increased by more than three times compared with the Spring Festival in 2021. The “hard dishes” such as grasping beef bones, braised round hoofs and Bolong seafood coffee are deeply welcomed by users. In addition, Chinese New Year flowers, organic vegetables and imported fruits also increased to a certain extent.
In addition, the supply of fresh and other commodities in Beijing market has increased and the price is stable. Beijing’s “vegetable basket” – Xinfadi market is normally open for supply during the Spring Festival. At present, half of the holiday has passed, and the trading of fruits and vegetables in the market has begun to heat up gradually. Vegetable prices also began to decline. According to the statistics of Xinfadi market, the weighted average price of vegetables on February 4 was 4.47 yuan / kg, a decrease of 6.8% compared with 4.8 yuan / kg on January 31.
During the festival, consumers’ demand for storage resistant vegetables such as potatoes and onions and ordinary vegetables such as Chinese cabbage and cabbage is not strong, while the demand for fine vegetables such as cucumber, tomato, beans and pepper is relatively strong.
