Approaching the Spring Festival, the purchase of New Year goods has become the focus of people's attention. Compared with previous years, in this year's New Year goods market, national tide goods are favored by consumers. From the small white shoes of Pullback on the fashion week, to the sweatshirts customized by ANTA for the Year of the Tiger, to the nut tide box packaged by The Grass Flavor Chinese Style, consumers, especially the post-90s, are increasingly inclined to the national tide style of goods.
According to Vipshop data, since the beginning of the New Year Goods Festival on January 8, Chinese sports brands such as ANTA and Huili have launched national tide clothing, driving their sales to soar. Anta's overall orders increased by more than 50% year-on-year, and the orders of well-known national tide sports brands such as Huili and Xtep also rose by more than 80%.
This means that the national tide, as a new trend in buying New Year goods, is being embraced by long-established brands. Among the people who buy the national tide, most of them are young people after 90. According to the Yangtze Evening News, among the professionals who use the national tide brand, the post-90s account for 62.66%, becoming the main consumer.
It is understood that in order to meet the demand for national tide New Year goods after the 90s, ANTA, Huili and other brands have successively launched the Spring Festival clothing in the Year of the Tiger at Vipshop, in order to echo the New Year, these costumes are mostly based on Chinese red, and integrate traditional Chinese elements such as tiger chinese paintings and zodiac signs. Under the leadership of these national tides, domestic brands have shown explosive growth among young people, taking pullback as an example, the order volume after the 90s rose by 141% year-on-year, far exceeding its overall growth rate.
In fact, in the traditional field of New Year goods such as snacks, nuts, etc., the national tide has also ushered in an outbreak. At the Vipshop New Year Festival, the top two food and beverage sales are domestic brands. For snacks and nuts, which are indispensable for the New Year, the packaging of the national tide and Chinese style has gradually become an important consideration for young people when purchasing goods.
National tide goods not only meet the national pride of the post-90s, but also from the appearance of the deep attraction of contemporary young people, CBNData released the "2020Z generation consumption attitude insight report" shows that in the current era, "value is justice" is a common recognition, the requirements for face value are also reflected in all aspects of life, 64% of consumers will buy more attractive packaging products. Especially consumers represented by the post-95 generation pay more attention to the appearance of the product.
Snack brand Baicao flavor has benefited a lot from it, its launch of a variety of Tiger Year Chinese style packaging of nut tide box, attracted a large number of post-90s consumer attention, high-value packaging is also recognized by consumers, according to Vipshop data show that in the two days before the New Year Festival, the order volume of Baicao flavor increased by up to 309% year-on-year
With the blessing of the national tide, the annual taste of the Spring Festival is returning, for the post-90s, the New Year's flavor of the Spring Festival not only comes from holidays, Spring Festival lanterns, visiting relatives and friends, but also surrounded by these New Year goods full of national tide.