Source: Financial community
The pace of 2022 is getting closer and closer. Since entering December, The Consumption of the Lunar New Year has gradually heated up, and a variety of "Meng Hu" goods have entered people's shopping carts. People are busy preparing for the arrival of the Year of the Tiger, and goods containing "tiger" elements are gradually moving to the "C" position. The Year of the Tiger Gold Bar, the "Meng Hu" gold ornament, the "Meng Hu" New Year Gift Box, the Tiger Year Zodiac Commemorative Wine, etc. have become the highest turnover of the Tiger Year New Year commodities.
The Year of the Tiger should be "Cute": the turnover of "Cute Tiger" commodities increased by 9 times
Jingdong sales show that as of December 2021, the number of goods containing "tiger" elements increased by 67% year-on-year; the number of goods containing "menghu" elements increased by 14.6 times year-on-year, of which the number of jewelry "menghu" elements accounted for nearly 40%, and the number of household goods "menghu" elements accounted for 18%.
Since December 2021, the turnover of goods containing the "cute tiger" element has increased by 9.4 times year-on-year. Gold jewelry such as pendants, rings, and transport beads in the shape of "Cute Tiger" have become the most popular mascots and New Year gifts for the Year of the Tiger. The turnover of goods containing the "Meng Hu" element in jewelry increased by 85 times year-on-year, and the turnover of home textiles, gifts and clothing underwear containing the "Meng Hu" element increased by 31 times, 24 times and 14 times year-on-year.
Be healthy in the Year of the Tiger: Health-related consumption is growing at a high level
At the node of retiring the old and welcoming the new, people's consumption expressed the hope that next year will be healthier, life will be more progressive, and the pursuit of richer knowledge. Among the 10 categories with the highest growth in early December 2021, the first 5 categories are related to health, reflecting the improvement of people's health concepts. Jade jewelry belongs to the year-end reward consumption, and the growth of the consumption of suit books and medical beauty shows that people are pursuing higher goals at the spiritual and beauty levels.
The Year of the Tiger has a new goal: to double the sales of target books
At the end of each year, it is also a time for people to look forward to the upcoming new year and set goals. Since December, the efficiency of books and paper products related to time management and goal achievement has increased significantly. The sales of schedule plans increased by nearly 5 times month-on-month, the sales of efficiency and self-discipline books increased by 2 times month-on-month, and the theme books on time management and goal realization increased by 161% and 92% month-on-month.
2022 New Year Calendar: Museum calendar, efficiency calendar, traditional calendar best-selling
Unity is restored, and everything in Vientiane is renewed. How many people start the new year with a sense of ceremony that starts with opening a New Year's calendar? The calendar carries people's expectations for the new year. JD.com's sales show that in the 2022 calendar, the museum calendar surpassed the efficiency calendar to become the most turnover calendar, followed by the traditional calendar, the art calendar and the reading calendar.
In 2010, the "Forbidden City Calendar" was the first to open the prelude to the hot sale of the cultural content calendar. In a decade, people have more choices and the way of "counting days" has changed. In early December 2021, among the 2022 calendar goods, the turnover of the Sinology calendar increased by 85% year-on-year, and the turnover of the museum calendar and the Internet celebrity calendar increased by 67% and 49% year-on-year. From the perspective of user preferences of different age groups, the post-95 purchase of art calendars, Internet celebrity calendars, and knowledge calendars accounted for the highest proportion; post-85s preferred traditional calendars, and the turnover of old yellow calendars and wall calendars accounted for higher than other age groups; post-75s preferred reading calendars, and the turnover of reading calendars accounted for the highest proportion.
As calendar products become more and more abundant, museum calendars, reading calendars, and other categories contain several different products under each category. Judging from the turnover of calendar goods, the most popular are the Forbidden City calendar, film calendar, Dunhuang calendar, Zhihu calendar, and National Geographic calendar, reflecting people's pursuit of art, fun and knowledge.
From the perspective of consumption growth, the turnover of the British Library Calendar and the Analects Calendar increased by more than 15 times year-on-year, the turnover of Jin Yong's martial arts novel calendar increased by more than 2 times year-on-year, and the turnover of oil painting calendar and planned calendar increased by more than 1.5 times year-on-year.
Compared with the "old" calendars such as the Forbidden City calendar and the movie calendar that are updated every year, in 2022, the new calendars such as dunhuang calendar, 3D stereoscopic earth model calendar, and investment and wealth management calendar also have good sales performance. At the end of the year and the beginning of the year, the calendar is not only a way for consumers to expect a better future, but also a common gift from colleagues and friends, hoping that the Year of the Tiger "counts good days and can live good days".