■ our reporter Wang Xuguang
People sit at home and deliver to the door. The e-commerce platform “Spring Festival does not close” has brought more convenience to people’s life. The holding of “2022 national online New Year Festival” has also made the online consumption of the Spring Festival in the year of the tiger more popular. New year commodities, domestic brands, ice and snow sports related commodities are selling well, or even in short supply.
A spokesman for the Ministry of Commerce said at a regular press conference recently that the “2022 national online new year goods Festival” has achieved remarkable results. High quality new year goods have become a consumption hotspot, the ice and snow economy has taken advantage of the trend, green consumption has become the first choice, and “superior products of Shanghai Cooperation” have been widely welcomed. Among them, traditional new year goods are still very popular. The sales of gift boxes such as chocolate, nuts, tea and wine increased by 66%, 41.4%, 23.2% and 22.7% respectively year-on-year. Time honored brand goods have accelerated the expansion of online channels and become the protagonist of new year goods. At the same time, upgrading consumption increased rapidly. The sales of intelligent projector, intelligent massage instrument and 65 inch and above intelligent TV increased by 90.3%, 34.3% and 20.7% respectively year-on-year; The sales of Guochao commodities, Museum Cultural and creative products, national musical instruments and intangible cultural heritage commodities increased by 94.6%, 33.7%, 26.5% and 16.5% respectively year-on-year; The sales of handicrafts with local characteristics increased by 26.7% year-on-year; Furniture sales increased by 17.3% year-on-year.
This is also confirmed by the Spring Festival consumption “war report” of some e-commerce platforms according to the statistics of the Online Economic and social e-commerce center.
According to the consumption data of 2022 Spring Festival holiday released by jd.com, as of February 5, the turnover during 2022 Spring Festival increased by more than 50% year-on-year (year-on-year in the lunar calendar from the 30th day of the lunar new year to the fifth day of the first month). From a regional perspective, the growth rate of Henan, Jiangxi, Tibet, Hunan and Anhui led the growth list, with a year-on-year increase of 87%, 86%, 75%, 64% and 61% respectively. In terms of consumption categories, the turnover of mobile communication, household appliances, computer office, digital, local life / travel, food and beverage, beauty care, mother and baby, outdoor sports and alcohol ranked among the top 10.
According to pinduoduo data, the consumption during the Spring Festival of the year of the tiger increased significantly year-on-year, and the shopping volume of consumers in the lower tier markets increased by 150% compared with the same period last year. Chilean cherizi, kiwi fruit, pistachio, Bigan fruit and other imported nuts, snack nut gift boxes such as bean bear, Xu Fuji, Three Squirrels Inc(300783) and fruit gift boxes such as Dandong strawberry, Guangxi sugar orange and Gannan navel orange continue to penetrate from the consumer market of first and second tier cities to cities below the third tier.
Under the dual influence of China Central Television Spring Festival Gala and Beijing Winter Olympic Games, the consumption of new national tide continues to be hot. According to the data of “Duoduo xinguochao” consumption season, the popularity of domestic clothing brands and sports brands is increasing. The search volume of keywords such as “the same style of Spring Festival Gala” and “the same style of Winter Olympics” has increased by more than 600% month on month.
Tiktok electricity consumption data show that from January 31st to February 6th, the sales volume of the platform increased by 119% over the same period last year. During the 7 Day Spring Festival holiday, sales of tiger related products on the tiktok platform increased 799%. In the area of jitter in, the number of tiktok accounts for 84.5%, and the sales of clothing brands of domestic products increased by 111% over the same period. Among them, the sales of tiger pattern carpets, Little Tiger Pendant Necklaces, projection lanterns in the year of the tiger and “limited lipstick in the year of the tiger” ranked among the top. During the Spring Festival, the ice and snow sports products and related peripheral products on the tiktok platform continued to sell well, with overall sales up 924% year-on-year.
Mobile phone sales Kwai Kwai old fellow’s Spring Festival consumption bill released by the fast sellers, “the 2022 Spring Festival consumer trend insight report”, pointed out that the overall volume of the fast business operators increased by 84% over the previous Spring Festival from January 1st to February 3rd, and GMV grew by 121% over the same period last year, of which clothing shoes, food, beauty care, jewelry watches and mobile phones became the most popular TOP5 of the old iron products.
The consumption trend report of the Spring Festival in the year of the tiger released by Alibaba shows that in the new year goods sector, the trading volume of goods related to “tiger” has increased significantly, the search volume of relevant new year goods has increased by 874% year-on-year, and the sales volume of brands with “tiger” has also increased by nearly 70% year-on-year. On the eve of the Spring Festival, users from more than 200 countries and regions searched for keywords such as “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. At the same time, 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 increased by more than 300% year-on-year.
