During the Spring Festival holiday in 2022, the enthusiasm of the whole people for ice and snow consumption was high, the surrounding areas of the Winter Olympics were sold out, and the sales of ice and snow sporting goods increased a hundredfold; the film box office exceeded 6 billion yuan to set the second highest result in the history of Chinese films in the Spring Festival file; playing new tricks in the New Year on the spot; online shopping for pre-made dishes Chinese New Year's Eve rice became a new fashion... Traditional festivals superimposed on the Beijing Winter Olympics, this Spring Festival of the Year of the Tiger, in addition to igniting people's consumption boom, has pushed the mainland consumer market to a broader space for development.
Driven by the Beijing Winter Olympics, the ice and snow economy has brought a new consumption flashpoint to the New Year. According to data released by the Beijing Municipal Bureau of Commerce, tiger element clothing and gold became popular during the Spring Festival, and the popularity of ice and snow consumption continued to rise.
According to the "2022 Spring Festival Holiday Consumption Observation" released by JD.com, as of February 5, the overall turnover of ski sports products increased by 322% year-on-year, and the overall turnover of ice sports products increased by 430% year-on-year.
In addition, the "ice pier" known as the most beautiful in the Winter Olympics is also a "pier" that is difficult to find. On February 3, the number of visitors to the official flagship store of Tmall Olympic exceeded one million. On February 4, 5,000 ice piers were sold short within 15 minutes of going online. The down jacket of the Chinese team at the opening ceremony of the Winter Olympics, the jacket of the winter Olympic flag, and the sweatshirt of the athletes are also particularly popular with consumers.
It is reported that the Beijing Winter Olympics have developed more than 5,000 licensed products in 16 categories. Shanxi Securities expects that the revenue of licensed commodities during the Winter Olympics will exceed 2.5 billion yuan.
At the same time, the public's enthusiasm for experiencing ice and snow sports is unprecedentedly high, and many ski resorts across the country have welcomed a large number of "punch-in" tourists.
According to Fliggy data, the order volume of ice and snow tourism related commodities in the Spring Festival of the Year of the Tiger increased by more than 30% compared with last year's Spring Festival, and the order volume of "ice and snow + hot spring" combination goods increased by more than 40% year-on-year. Ctrip reported that as of February 5, the number of ski-themed hotel bookings during the Spring Festival increased by 54% year-on-year, and the order for tickets for ice and snow and ski scenic spots increased by nearly 40% year-on-year. On the other hand, Tongcheng travel big data shows that compared with ice and snow sightseeing scenic spots, outdoor ice skating rinks, ski resorts, ice and snow theme parks and other scenic spots and venues that can truly experience ice and snow sports are more concerned by tourists.
Recently, the "China Ice and Snow Tourism Development Report (2022)" released by the China Tourism Research Institute shows that it is expected that in the ice and snow season from 2021 to 2022, the number of ice and snow leisure tourists on the mainland will reach 305 million. It is about to achieve the goal of "the total scale of the ice and snow industry exceeding 800 billion yuan in 2022 and achieving 300 million people participating in ice and snow sports" proposed by the State Council.
"Ice and snow tourism has become the hottest tourism format during the Spring Festival of the Year of the Tiger, and many types of products such as ice and snow sports tours, ice and snow folk tourism, ice and snow health tours and indoor ice and snow tours have brought many choices for tourists to play with ice and snow." Wu Ruoshan, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences, said.
From the down jackets on the sports delegations at the opening ceremony of the Beijing 2022 Winter Olympics, which made a number of ice and snow sports brands popular, to the winter Olympic mascot ice pier "one pier is difficult to find", the sales of ice and snow outdoor products continue to rise, and then to ice and snow tourism becoming one of the consumption highlights of the Spring Festival of the Year of the Tiger, all outline the continuous heating up of the mainland ice and snow industry and consumer market driven by the Beijing Winter Olympics, and the new opportunities for consumption upgrading brought about by it.
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Pre-made dishes or takeaway? Convenience goes hand in hand with a sense of ceremonyIn terms of catering consumption, this year's Spring Festival, pre-made dishes and takeaway Chinese New Year's Eve rice have also become a new choice for more and more consumers. Meituan takeaway data shows that the search volume of keywords "Chinese New Year's Eve meal" and "Spring Festival" increased by 17% year-on-year. Consumer demand has also driven the enthusiasm of merchants, providing Chinese New Year's Eve food supply takeaway merchants increased by 200% year-on-year, Chinese New Year's Eve food sales increased by 143.25% year-on-year.
According to Yang Xibei, minister of haidilao's public affairs department, in order to ensure consumers' demand for home dining, more than 400 sites of Haidilao's delivery business have participated in the Spring Festival supply guarantee action, covering more than 170 cities across the country. Consumption data shows that during the Spring Festival, Haidilao Chinese mainland delivery business, providing home delivery services for nearly 60,000 families.
In addition, with the rise of the younger generation of consumer groups, the consumption mode of "hot pot + milk tea" is sought after. In addition to the store end, Haidilao has also launched tea delivery services in nearly 50 delivery points in Beijing, Guangzhou, Shenzhen, Shanghai, Chengdu, Chongqing and other places. Through the One-click Ordering of Haidilao Delivery Platform, the home "hot pot + milk tea" bureau has been realized, which has become the choice of many young people's Spring Festival consumption.
Driven by the lazy house economy and new consumption methods, pre-made dishes have also become the "new favorite" of the Spring Festival family table. The sales volume of Hema prefabricated Annual Dishes in Beijing reached 5 times that of the same period last year; RT-Mart expects the total sales of prefabricated Annual Dishes this year to increase by 50% year-on-year; Yonghui also launched the corresponding pre-made dishes "Star Chinese New Year's Eve Rice Packages" according to the different number of people of 2-12 people; while JD.com data shows that before the Spring Festival, the sales of online shopping Chinese New Year's Eve rice increased by more than 170% year-on-year.
According to the "2021-2022 China Prepared Vegetable Industry Development Report", the size of China's prepared vegetable market will exceed 300 billion yuan in 2021, and it is expected to exceed 830 billion yuan by 2025. According to Tianyancha data, there are 68,000 pre-made vegetable-related enterprises in the country. Among them, nearly 58% of the enterprises were established within 5 years, and more than half of the enterprises had a registered capital of less than 1 million.
In this regard, Chinese food industry analyst Zhu Danpeng said in an interview that in the context of epidemic prevention and control, with the improvement of standardization and industrialization of catering enterprises, as well as the continuous expansion of "home culture" and "cooking white" on the consumer side, the demand for prepared dishes has been expanding. With the improvement of preservation technology and packaging technology, pre-made dishes are not only simple "secondary heating", but also have obvious improvements in quality and taste, and are recognized by consumers.
In this regard, Jiao He, head of Jingdong's fresh catering fast food business, also said that the biggest advantage of prefabricated dishes is that it can help home users eat well, while also saving time and effort. "Products that can really solve user pain points and make consumers feel convenient will definitely stand out, and this is the case with the development of prepared dishes."
Although the Spring Festival holiday in 2022 has ended, according to the Spring Festival data released by Ctrip, Tongcheng Travel, Tuniu, Donkey Mother and other OTAs, the enthusiasm of tourists during the Spring Festival holiday this year has not decreased. On February 6, according to the data center of the Ministry of Culture and Tourism, during the 7-day Spring Festival holiday in 2022, 251 million domestic tourists traveled nationwide. Among them, the Spring Festival holiday, visiting relatives and friends, urban leisure, rural vacation, ice and snow leisure has become the mainstream of the market, self-driving tourism, family travel, small group customization, "study + intangible cultural heritage" has become the mainstream mode of holiday travel, the majority of tourists go to the suburbs to "pack a small courtyard for the New Year", and live in a homestay has become a new holiday favorite.
According to the "2022 Spring Festival Tourism Summary Report" released by Ctrip, as of February 5, the popularity of hotel searches continued to rise during the Spring Festival, up 81% year-on-year. The trend of local tourism is obvious, and the number of local hotel orders accounts for about 60%.
In addition, the theme park is still a good place for families to "walk their babies" during the Spring Festival. Qunar data shows that from the perspective of ticket sales, Universal Beijing Resort, Shanghai Disneyland, Shanghai Haichang Ocean Park, Guangzhou Chimelong and Beijing Happy Valley ranked in the top five; Yunnan Kunming Sunac Sea World and Sichuan Mianyang Fantawild Oriental Myth tickets increased by more than 50% compared with last year's Spring Festival.
At the same time, local tours and peripheral tours with fire for the New Year, many consumers have set their sights on featured resort hotels. Mafengwo big data shows that the number of tourists who choose five-star hotels on the platform is as high as 55.3%. The homestay that integrates accommodation, light travel and life experience is extremely popular during the Spring Festival holiday. According to the data released by Tujia Homestay, this year's Spring Festival, locally chartered small courtyards for the New Year has become a trend, and the booking volume of the whole rental homestay in the suburbs of Beijing has increased by more than 2 times year-on-year.
The 2022 Spring Festival stalls have officially come to an end. According to the data of Lighthouse Professional Edition, the total box office of the Spring Festival in 2022 reached 6.035 billion yuan, ranking second in the Spring Festival file in Chinese film history in 2019.
However, according to the "2022 Spring Festival File Data Insight" data released by the Maoyan Research Institute, the average national ticket price on the first day of the Spring Festival in 2022 reached 56 yuan, an increase of 6.9 yuan compared with the same period of the Spring Festival in 2021, and an increase of 18 yuan from the previous Chinese New Year's Eve. It has had an impact on the number of moviegoers, but since the second day of the first year, the average ticket price has been adjusted, and the trend of the Spring Festival market has quickly returned to stability.
In this regard, the Cat's Eye Research Institute said that the trend of the film is ultimately determined by the quality of the film. Understanding the core factors of the audience's decision to watch movies is the essence of keeping the film market active. From the continuous reversal of excellent films, it can be seen that today's movie audiences will still strongly support good content that is "worth the ticket price".
Industry insiders also expect that as the impact of the epidemic decreases, the film market is expected to achieve recovery growth. According to the data of Tianyancha, there are currently more than 60,000 theater-related enterprises in the mainland, of which more than 60% have been established within 5 years. In the past decade, the number of mainland cinema-related enterprises (all enterprise status) registrations has increased year by year, of which since 2015, the number of registrations has exceeded 5,000 per year. In 2021, more than 10,000 theater-related enterprises will be added to the mainland, setting a record high.
In this regard, CITIC Securities also pointed out in the research report that it is expected that with the improvement of epidemic control and the improvement of the industrial production capacity of the film industry, the film market is expected to further recover in 2022 on the basis of 2021.
At the same time, staying at home to relive classic dramas during the Spring Festival has also become a new popularity in this year's New Year. On February 7, according to the "2022 Spring Festival Classic Drama Data Report" released by Youku, from January 25 to February 6, nearly 1 billion people revisited classic old dramas, an increase of 4% over the pre-holiday period. The total viewing time was nearly 200 million hours, an increase of 8% month-on-month.
Among them, the "post-95s" accounted for 35.4% of the audience of classic dramas, becoming the main force to relive classic dramas. Whether it is to punch in the famous scenes or to tap new fun from them, classic old dramas can always be brushed out of "new tricks" by young people.
Interestingly, on the eve of the Spring Festival, the character "Golden Leopard" in "Journey to the West" went out of the circle and became popular all over the Internet because of the harmonic stem, and netizens have used the Golden Leopard as their heads, hoping that the New Year can "get rich". Young people's interpretation and reconstruction of classic old dramas have made these classics a new "traffic password" and revitalized.
It is not difficult to see that the new look of the Consumer Market during the Spring Festival will drive a new trend of consumption throughout the year. Industry insiders pointed out that with the increasing exuberance of Chinese people's quality consumption and the increasing maturity of consumer minds, objectively calling for the arrival of a new round of 'quality revolution', the consumer market needs a more personalized consumption mode, a more high-quality New Year procurement, and more cultural festival folklore.
According to the survey on cultural consumption in the first quarter of 2022 and the Spring Festival released by the China Tourism Research Institute, cultural experience has become the main content of leisure and consumption during the Spring Festival holidays; from the perspective of consumption mode, online and offline cultural consumption scenes have achieved deep integration; from the perspective of consumption expenditure, cultural experience has effectively driven consumption, and intangible cultural heritage, humanistic customs, and city fireworks have become important options for leisure consumption.
Whether it is the "out of the circle" of the national tide elements of the Spring Festival Gala, or the domestic movies leading the New Year file, or the perfect expression of the "we" concept at the opening ceremony of the Winter Olympic Games, this Spring Festival of the Year of the Tiger makes the cultural self-confidence of the Chinese people "burst" again. Under this opportunity, local consumer brands need to pay more attention to commodity quality and value creation, continuously enhance the added value and competitiveness of products, further attract and consolidate consumers, cater to consumption upgrades, and provide strong impetus for people's desire to pursue a better life and the domestic consumer market.
(Global Network reporter Wang Nan)