February 14 is the Western Valentine’s day. Although the annual Valentine’s Day is not as meaningful as before, businesses have made Valentine’s day on New Year’s day, Christmas and summer Tanabata, but dating, gift giving and other ceremonial projects between couples are still essential.
According to the data learned from HEMA by the new consumption daily, with Valentine’s Day approaching, the supply of flowers is increasing, the price is also rising, and the price of roses is the highest in 20 years.
“The price of high-quality roses is high and one flower is hard to find. At present, the purchase price of grade C roses is more than 10 yuan / branch, which has not been higher in more than 20 years.” A boss who has been engaged in the flower business in Kunming for decades told the new consumption daily.
Affected by the upstream, the prices in the downstream market have also changed greatly. Some e-commerce platforms, offline flower shops and rose bouquets have seen price increases in varying degrees, almost 2 ~ 3 times as much as usual.
It is worth noting that affected by the “Valentine’s day economy”, as of the noon closing, the A-share gold concept, precious metals, hotels and catering sectors rose significantly, with an increase of 1.44%, 2.99% and 3.71% respectively.
multiple sectors of A-Shares increased significantly
Specifically, the hotel catering sector performed most prominently. Affected by the improvement of the epidemic situation in many places, Tianhua Hotel and Jinling Hotel Corporation Ltd(601007) rose the limit, and Xi’An Tourism Co.Ltd(000610) once rose the limit.
Among them, Tianhua hotel has achieved the fourth price limit in 2022, and has increased by more than 45% in the first month and a half of the year. It is reported that Huatian Hotel Group Co.Ltd(000428) is mainly engaged in hotel services, catering and real estate. Previously, it was quickly promoted due to trying to layout the prefabricated vegetable business.
Gold and precious metal sector Beijing Kingee Culture Development Co.Ltd(002721) rose by the limit, Western Region Gold Co.Ltd(601069) once approached the closing of the limit, China National Gold Group Gold Jewellery Co.Ltd(600916) , Shandong Gold Mining Co.Ltd(600547) rose by more than 5%. In the field of jewelry and gold accessories, Chow Tai Seng Jewellery Company Limited(002867) rose 1.94%, Lao Feng Xiang Co.Ltd(600612) rose 2.63%, and Hong Kong stock Chow Tai Fook rose more than 4%.
In addition to the demand factors for gold hedging and hedging brought about by changes in the international situation, the recent performance of China’s consumption field is also unusual.
According to the data of China National Gold Group Gold Jewellery Co.Ltd(600916) Association, the actual consumption of gold in China in 2021 was 1120.90 tons, an increase of 36.53% compared with the same period in 2020 and 11.78% compared with the same period in 2019 before the epidemic. During the Spring Festival holiday in 2022, the national gold consumption increased by 13% year-on-year, and online shopping and offline multi-channel were popular.
Previously, some media reported that the proportion of the post-90s and post-00s in the offline consumer groups of the Spring Festival has increased significantly, and some shopping malls have exceeded 20%, which has doubled compared with 2021. From the perspective of products, gold jewelry is a popular choice, and styles such as zodiac, CO branding and transshipment are very popular among young consumer groups.
In social media platforms such as xiaohongshu and Weibo, it has become a new fashion for young people to buy gold necklaces, bracelets, rings and beans.
In the catering sector of Hong Kong stocks, Hailun, a tavern brand facing the young consumer market, rose more than 7% and closed up 3.89%; The hot pot brand Xiabu Xiabu increased by 1.77%, and Naixue’s tea increased by 1.63%. Among them, Sipu Sipu is affected by hot pot consumption, which has increased by more than 20% since new year’s Eve.
The performance of jiumaojiu, another leading restaurant, was also prominent. It once rose by more than 5% in the morning, and the increase fell back to about 2% before publishing. As the head brand of hot pot catering, jiumaojiu has increased by nearly 45% in 2022.
According to the Research Report of Huachuang securities, ertai pickled fish under jiumaojiu company is in the period of brand rise. In 2021, it has completed the goal of opening 120 stores and a total of 350 stores in China. According to the data, at present, more than 90% of ertai pickled fish stores are in the top three of the mall floor efficiency, and the break even cycle is about one month.
It is worth mentioning that at the end of 2021, the foundation of the jiumaojiu national supply chain center base project was laid. Its main functions include raw material storage, food processing, transshipment and distribution, personnel training and cultural display, providing support for the company’s jiumaojiu, ertai, 2 egg pancakes, counsellor, Lai Meili and other brands. The supply chain center covers an area of about 138000 square meters, with a total investment of 500 million yuan. It is expected to reach production in 2027, with an annual output value of more than 3 billion yuan.
“Valentine’s day economy” urges offline consumption of flowers, jewelry and gifts
According to Jingdong platform data, sales of facial skin care products suitable for “surprise gifts” have increased by more than 5 times, and sales of perfumes and cosmetics have increased 2.4 times compared with the same period last year. In addition, the sales of diamonds, watches and luxury goods increased by more than 4 times year-on-year, and the sales of Caibao, pearls and K-gold jewelry also increased by more than 2 times.
Looking back on 2021, China’s luxury goods sales market rose sharply against the trend, and diamond sales performed prominently. The annual import value of Shanghai Diamond Exchange exceeded 33.3 billion, a year-on-year increase of 76%. Guosen Securities Co.Ltd(002736) research shows that the retail scale of diamond jewelry in China will be 109.8 billion yuan in 2020. Under the recovery of demand, it is expected to increase by more than 20% year-on-year in 2021.
The cultivation of diamond brands in China is in the early stage of development, and most of them focus on “flat replacement”. In the industrial chain, the retail end of the brand has a gross profit margin of more than 60%, and the added value of the industrial chain is high. The leading enterprises with financial strength and fine management are conducive to further improve the market concentration.
Corresponding to the A-share cultivation diamond sector, Mclon Jewellery Co.Ltd(300945) once rose by more than 5% and finally closed up by 3.66%; Henan Liliang Diamond Co.Ltd(301071) the intraday increase was more than 5%, and then fell back to 2.53%.
In addition to jewelry, the demand for hotel consumption has also increased.
According to the same trip data, on February 14, the average reservation price of hotels across the country increased by 32.3% compared with the normal day, and the orders in third tier and below cities increased by more than three times compared with the normal day, with the majority of post-90s and post-80s couples. Among them, the orders of E-sports theme hotels increased by 73%, exceeding 66% of lovers theme hotels.
The number of hotel reservations on Ctrip platform also increased significantly. The weekend before Valentine’s Day (2.12-2.13) ushered in a small peak of tourism consumption. The heat of accommodation reservation, food package and scenic spot tickets increased by more than 320% month on month compared with last week.
It is worth noting that with the improvement of Chinese people’s living consumption level and the cultivation of the concept of pleasing oneself consumption, flower consumption is entering the “fast lane”. As the preferred gift for lovers, the flower market has an eye-catching performance, and the demand for pleasing oneself consumption also broke out on this day.
Especially in the spring of 2022, Kunming, Yunnan, the largest planting and trading place of fresh cut flowers in China, has been in short supply due to the reduction of planting area, continuous rain, low temperature and other factors. As early as early February, the price of fresh cut flowers in Yunnan Kunming flower auction market continued to rise, and the price ushered in “the highest in nearly 20 years”.
The new consumption daily recalled that on the eve of Valentine’s day in 2021, the price index of fresh cut flowers in Kunming, Yunnan Province reached 537.82, while the highest in the same period in 2022 reached 1116.75, a year-on-year increase of 107.64%.
Ding Dong told the new consumption daily that according to the current reservation, the sales of flowers on Valentine’s day in 2022 are expected to be more than 10 times that of last year.
HEMA also said that the sales of flowers broke out from the weekend before Valentine’s day, and the sales on February 13 was twice as much as usual; The sales amount of flowers on the morning of February 14 is about twice that of the morning of February 14.
