Recently, Kuaishou E-commerce released "a small town resident's Spring Festival consumption bill" - "2022 Spring Festival Consumption Trend Insight Report", which comprehensively presents the changes in the consumption trend of urban residents living below the third tier during the Spring Festival in 2022 by comparing it with the purchase of goods in the same period of the lunar calendar last year.
The report pointed out that during the Spring Festival from January 1 to February 3, the overall order volume of Kuaishou e-commerce increased by more than 84% year-on-year compared with last year, and the GMV increased by 121% year-on-year, of which clothing, shoes, food, beauty and personal care, jewelry clocks and watches, and mobile phone digital became the top 5 most popular goods of lao tie.
Under the background of consumption upgrading, more and more small town residents choose to watch Kuaishou buy fresh fruits and local delicacies during the New Year, and smart home appliances have also become the new favorite of this year's consumption. Live e-commerce is reconstructing the consumption decisions of mainland small-town residents.
New Year's change of clothes, Kuaishou helps the town's residents to reach the forefront of the trend
For a long time, some cities and towns in the mainland have been relatively lacking in the supply of high-quality goods and services, which has restricted the further release of the consumption potential of many residents to a certain extent. In the past year, Kuaishou E-commerce has actively introduced high-quality new merchants to improve the convenience of e-commerce consumption of small-town residents, and set off a boom in small-town residents hoarding New Year goods in Kuaishou during the Spring Festival this year.
Wearing new clothes during the Spring Festival is a traditional folk custom of the mainland, which means to welcome Fu Naxin. The "2022 Spring Festival Consumption Trend Insight Report" pointed out that during the period from January 1 to February 3 this year, lao tie's enthusiasm for purchasing clothing and footwear products on Kuaishou was high, with a cumulative order volume of more than 200 million, of which down jackets became the most popular commodity category of lao tie, with orders increasing by more than 130% year-on-year compared with last year's Spring Festival, knitwear sweater categories increasing by more than 150% year-on-year, sweatshirt fleece shirts increasing by more than 180%, cotton clothing cotton clothing with a year-on-year increase of more than 230%, and woolen coats increasing by more than 40% year-on-year.
At the same time, the town's residents have also begun to catch up with the fashion trend, in the makeup, accessories have made great efforts, beauty and personal care cleaning products orders exceeded 83.77 million, GMV is more than 1 times more than last year. The consumption capacity of small town residents for high-priced goods such as jewelry clocks and watches has also been significantly improved, with orders exceeding 23.45 million, GMV increasing by 68% year-on-year, and live e-commerce platforms to meet the consumer demand of more and more town old railways.
Trigger a new round of kitchen revolution, the new style of new year goods into the town's old iron heart
New Year goods are bought year after year, but with the change of people's lifestyles, New Year goods have also begun to upgrade. For example, smart goodies such as sweeping robots and smart hair dryers have become popular New Year goods loved by many small towns, relieving the pressure of housework and making New Year's food during the Spring Festival.
In Kuaishou, the search volume of the air fryer that exploded during the Spring Festival of the whole network increased by 388% year-on-year, and the life of "everything can be air fryer" is about to become the daily life of the old iron in Kuaishou Town.
Smart door locks and smart toilet lids have also become new choices for the old irons in the town, and the GMV has reached more than 30 times that of last year, and more and more people have enjoyed the convenience brought by technology through Kuaishou.
In addition, the most indispensable part of the Chinese New Year festival is a variety of food. This Spring Festival, the town's old railway in Kuaishou food orders exceeded 140 million, GMV increased by 70% year-on-year, in the logistics speed, quality of goods, standardization and other platform comprehensive capabilities of the gradual improvement, Kuaishou live e-commerce platform "one-stop service" is changing the town residents' dietary structure, with them to enjoy the special cuisine from the south of the sea.
On the New Year's coffee table, only easy to store fruit is also changing, with the kuaishou live e-commerce and cold chain logistics upgrades, residents in remote mountainous areas can also eat fresh fruits from the origin.
During the Spring Festival, the consumption of fresh fruit commodities by residents of the third-tier and below cities in the Kuaishou e-commerce platform surged, strawberries became the traffic star in everyone's mind, the order volume increased by 2 times compared with last year, and the small city of Dandong, the main strawberry producing area in the mainland, also entered everyone's sight; durian, known as the "King of Fruits", the order volume in this year's Spring Festival also increased by 6 times year-on-year, and the small town of Laotie in the north can also enjoy fresh tropical fruits at home, and Kuaishou e-commerce is making the table of town residents more abundant.
At the same time, many of the old customs and good things on the Kuaishou platform have also become a good helper for the old irons in the town. During the Spring Festival, the toy products ordered by the town old iron on Kuaishou reached 5 million pieces, of which purple sand ceramics, window flower paper-cutting and other Spring Festival "atmosphere group" products and playthings are the favorite of the old iron, with a cumulative order volume of more than 9.22 million.
It is worth mentioning that although it is during the Spring Festival, the planting and breeding army in the town still has not rested, and they will take the flowers and green plants to kuaishou to sell, and watch the live broadcast to learn agricultural techniques and buy agricultural materials to prepare for the cultivation in the coming year. This Spring Festival. Orders for single-flower green plants and agricultural commodities increased by 139% year-on-year, and the GMV reached 2.3 times that of last year's Spring Festival.
In fact, with the short video live broadcast platform in the past two years through high-quality short video content "planting grass", live streaming with goods sales, users' consumption habits have gradually changed, and the consumer demand for live e-commerce has also increased year by year. While providing entertainment and entertainment content for the public, the short video and live broadcast platform represented by Kuaishou is "moving from virtual to real" and constantly driving the growth of the real economy.
The release of the Kuaishou e-commerce "2022 Spring Festival Consumption Trend Insight Report" also confirms that live e-commerce platforms such as Kuaishou are being accepted by more groups, and by fully linking users, merchants, logistics and other platform capabilities, it has greatly met the consumption needs of small town residents, activated the town economy, and further promoted the reform of town lifestyles and consumption methods.