The Spring Festival holiday in the Year of the Tiger ended, and all localities began to return to work. When the "local New Year" and the "Winter Olympics" are intertwined, the flavor of this Spring Festival is quietly reshaped. Semi-finished products Chinese New Year's Eve rice, ice and snow sports fever has become the Spring Festival new year custom of the Year of the Tiger. Data from major e-commerce platforms show that in the third Spring Festival under the epidemic, online consumption continued to grow.
Spring Festival ice and snow consumption is hot
How hot is the Olympic mascot "Ice Pier"? Not only has it circled countless domestic netizens, but also become a "dream mound" in the minds of global consumers.
Japanese reporters turned into fans crazy star chasing "ice piers", the Prince of Monaco wanted to bring a pair of "ice piers" back to the twin children, the American snowboard star Maddy Mastello's "ice pier" short video has been watched by more than 8 million netizens... This also attracts many consumers to snap up the Olympic games online.
The data shows that since the opening of the Beijing Winter Olympics, a number of Olympic Tmall official flagship stores have almost "seconds short"; in the popular search keywords related to the Winter Olympics on the Jingdong platform, the search volume of the "ice pier" mascot accounted for 90%, and a total of more than 10 million people searched for the "ice pier"; in Pinduoduo, the sales of the "ice pier" winter Olympic panda national tide sweatshirt also increased significantly.
Consumers are squatting on the mascot "ice pier" pre-sale, while "planting grass" more Olympic models and ski supplies.
The opening ceremony of the Winter Olympics, which can be called "large-scale down jacket planting scene", has driven the sales of domestic down jacket brands to the sea. Anta Tmall official flagship store down jackets, sweatshirt sales increased significantly from last week, of which the Winter Olympics national flag coat, Gu Ailing the same sweatshirt, etc. are particularly popular with consumers; Jingdong data shows that the overall turnover of ski sports products increased by 322% year-on-year, of which the turnover of ski masks reached 15 times year-on-year; "Duoduo New National Tide" consumption season data show that ice and snow consumption, sports consumption as a whole increased by as much as 117% year-on-year, and the popularity of domestic clothing brands and sports brands continued to rise.
Many "in situ New Year" groups choose to have an ice and snow sports this Spring Festival. According to dianping data, in early January, the number of online visits to places such as Ice and Snow World, Ice and Snow Parks, and Ski Resorts across the country increased by nearly 2 times compared with the previous month. Since November 2021, the number of online orders related to "skiing" has increased by nearly 10 times compared with the previous year.
"Encouraged by the Winter Olympics, from the platform data, ice and snow sports related services are still heating up." Dianping related analysts said that nearly 180 cities across the country have ski resorts, "We will help offline ice and snow sports venues to create 'online stores' through digital tools, so that more consumers can find suitable 'ice' good places to go, and promote the sustainable development of the ice and snow industry." ”
Shanghai's favorite "New Year's Eve Flower"
How hot is shanghai citizens' online consumption during the Spring Festival? Jingdong hourly purchase, Jingdong home data show that during the Spring Festival, Shanghai consumers through the "hourly" way to buy grain and oil side food, leisure food and fresh products the highest enthusiasm, processing semi-finished products, wontons, dumplings, noodles sales rose by more than 10 times year-on-year, shrimp slippery, sausage, golden egg dumplings loved by the public. In addition, sales of household appliances in Shanghai grew the fastest, increasing by more than 5 times year-on-year.
Eating Eight Treasure Rice and Tangyuan has always been a reserved program for Shanghainese new year, and "local New Year" has made pre-made dishes a hot seller. Dingdong grocery shopping data shows that the sales of high-end prepared dishes during the Spring Festival increased by more than 3 times year-on-year, and 3 million prepared dishes were sold in 7 days, with a unit price of 1 times year-on-year increase; the sales of Hema Fresh Shanghai increased by more than 30%, of which the sales of prepared dishes and imported beef achieved double-digit growth.
This year, Dingdong Buy Has developed more than 50 "Dingdong Ace Dishes" with national characteristics, focusing on restaurant dishes that are not easy to make at home, and can be served on the table of Chinese New Year's Eve rice simply heated when bought home. According to sales data, the top ten favorite pre-made dishes of Shanghai citizens are: braised round hoof, handmade crab powder small dumplings, abalone simmered pig's trotters, hand-caught beef bones, Su-style Dongpo meat, Jiangnan chicken head rice fried river shrimp, Huizhou Yipin pot, Dongpo plum vegetable buckle meat, Huaiyang Qing stewed lion's head, Tianmu Mountain flat tip old duck pot.
The Spring Festival decorates the family with New Year's eve flowers, which also adds a sense of ceremony to the New Year. On the e-commerce platforms such as Dingdong Buy Vegetables and Hema, the purchase of New Year flowers has become a new fashion for many families to celebrate the New Year this year, and Hema data shows that The sales of Shanghai New Year flowers rank first in the country. The New Year's "red" luck is the head, and the flowers with auspicious and auspicious meanings and red and fiery colors are the popular models of the New Year's Eve flowers, among which the red plum and red silver willow that are crowned as "opening red" have increased by more than 200%. Dingdong grocery shopping data shows that the popular New Year flowers include red silver willow, red Australian plum, Zhangzhou daffodil, rich bamboo, dragon ball and so on.