On February 6, Alibaba released the consumption trend report of the Spring Festival in the year of the tiger, which showed that the Spring Festival met the Winter Olympics, which not only boosted the consumption of ice and snow, but also promoted the development of the ice and snow industry. China’s ice and snow brands ushered in a new opportunity to accelerate their development in both domestic and foreign markets.
At the same time, the combination of digitization and the Spring Festival has also given birth to many new consumption trends, bringing new year flavor to consumers. Behind these new consumption trends are the catering industry, tourism, e-commerce industry and manufacturing industry… These solid real economies have brought new upgrades in the ability to serve consumers in the process of integration with digital technology.
ice sports equipment increased by 300% year-on-year
Bing dwen dwen, the Beijing Olympic Winter Games began in February 4th, and over 1 million netizens poured into the official Tmall flagship store.
At the opening ceremony of the Winter Olympic Games that night, many netizens opened the mode of buying the same model while watching the live broadcast. The “down jacket of the Chinese team at the opening ceremony of the Winter Olympic Games” boarded the Taobao hot search. The sales of down jacket and sweater in Anta tmall’s official flagship store increased significantly month on month compared with last week. Among them, the Winter Olympic flag jacket and Gu Ailing’s same sweater are particularly popular with consumers.
People’s enthusiasm for ice and snow sports was completely ignited during the Spring Festival this year. From New Year’s Eve to the fourth day of the first month, tmall skiing equipment increased by more than 180% year-on-year, and ice sports categories increased by more than 300% year-on-year.
The Winter Olympics has also driven the popularity of ice and snow tourism. On the flying pig, 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 have increased rapidly. Indoor ski resorts in Guangzhou, Chongqing and Chengdu have also become popular destinations. “300 million people participate in ice and snow sports” is becoming a reality.
annual “tiger content” is high
On Taobao tmall platform, the “tiger content” of new year goods was high, the trading volume of tiger year clothes, tiger year bags, tiger head hats and other goods increased significantly, and the search volume of “tiger” related new year goods increased by 874% year-on-year. Some brands with the word “tiger” in their names are also popular. According to incomplete statistics, the sales volume of brands with the word “tiger” increased by nearly 70% year-on-year.
At the opening ceremony of the Winter Olympic Games, the ignition and torch stand were a great innovation. It is reported that its carbon emission is about one in five thousand before. Under the “double carbon” strategy, green consumption has gradually become a trend. During the Spring Festival, the sales of tmall’s green household appliances increased by more than 110% year-on-year, and the sales proportion of more power-saving primary energy-efficient products increased significantly.
New year’s Eve dinner also has a new taste. During the Spring Festival this year, the sales volume of prefabricated vegetables in HEMA increased by 345% year-on-year, and the sales volume of prefabricated vegetables on Taobao also increased by more than 100% year-on-year. Tmall new life research institute found that this year’s Spring Festival “prefabricated food consumption line” moved northward, which was the most popular in Jiangsu, Zhejiang and Shanghai in the past. This year, it also boarded the table of consumers in northern provinces and cities such as Beijing, Shandong, Hebei, Liaoning and Heilongjiang.
The digital supply chain enables the annual flavor of all parts of the country to be interconnected. The annual goods of the hometown go to the city, the household appliances in the city go to the countryside, and the fresh foods from all over the world also travel across the sea to market in China. On Taobao, the sales volume of Shenzhen Agricultural Products Group Co.Ltd(000061) sausage, sea duck egg and water milk increased by more than 100%. The sales volume of tmall imported fresh fruits increased by 286% year-on-year. Canadian Arctic shellfish and Atlantic China Welding Consumables Inc(600558) bread crab joined the new year’s Eve banquet.
The Spring Festival cultural feast is also very rich. This year’s Spring Festival films have a variety of themes. On the premise of doing a good job in epidemic prevention and control, cinemas maintain a high attendance rate. According to the statistics of Lighthouse professional edition, the cumulative box office (excluding pre-sale) from February 1 to February 4 was 4.385 billion yuan, of which the proportion of box office in third and fourth tier cities increased year by year.
domestic smart appliances are popular overseas
On the eve of the Spring Festival, users from more than 200 countries and regions searched for keywords such as “Chinese New Year” and “year of the tiger” on express. Tiger element products are selling well. Together with domestic smart phones and smart appliances, it has become the most popular “Chinese new year goods” for overseas consumers.
On Alibaba’s cross-border e-commerce platform express, shipments of domestic smart phones on the eve of the Spring Festival increased by 25% year-on-year, and sales of domestic smart appliances increased by more than 100% year-on-year. A number of cutting-edge domestic manufacturing brands are shaping overseas users’ new impression of “made in China” through cross-border e-commerce platforms and high-quality products.
The situation of ice and snow sports dominated by foreign brands is also quietly changing.
The Beijing Winter Olympics is like a catalyst, which has greatly promoted the development of China’s ice and snow industry. On the eve of the Spring Festival, the overseas sales of domestic ski products on express increased by more than 60% year-on-year, of which the overseas sales of ski helmets increased by 15 times. Taking the opportunity of the Winter Olympics, the number of domestic ski products businesses on Express has increased by nearly 50% in the past year. In the past year, consumers in 100 countries and regions around the world bought Chinese snow gear on express. From Iceland in the north to Chile in the south, there are Chinese ice and snow industry brands.
Overseas warehouse is an integral part of the cross-border logistics supply chain of Chinese businesses. On the eve of the Spring Festival, the order volume of express Europe’s overseas warehouse increased by 159% year-on-year, and the number of Chinese merchants choosing overseas warehouse services increased by 164% year-on-year. Compared with traditional cross-border delivery, overseas warehouse delivery can save more than 20% of logistics costs for businesses.
The Spring Festival coincides with the Winter Olympics, and digitization has given birth to many new year flavors: catering businesses and time-honored prefabricated new year dishes are sent to consumers’ tables, new year’s Eve across the country, direct supply of manufacturing origin warehouses on demand, the full launch of the Centennial Olympic Games, and Chinese Ice and snow brands go to sea by boat, all of which are new sparks from the combination of digital technology and real industry. The deepening of digital technology to reality will bring more new consumption experiences and Shenzhen New Industries Biomedical Engineering Co.Ltd(300832) opportunities.
