「Core Tips」
All kinds of fancy New Year's greetings can make young people have the confidence to say: "Hello parents, we are outside the New Year, it is also very good!" ”
Author | King
Edit | Zhang Zirui
"I was worried that I wouldn't have a taste of the New Year when I didn't go home, but now I find that it's good to celebrate the New Year on the spot, and I don't have to worry about running on the road." Although he has resumed work for 2 days, it is still difficult for Yi Peng to hide his excitement when talking about this Spring Festival with "Leopard Change".
Yi Peng is a department director of an Internet company, usually the pace of work is faster, weekends are also often overtime, a few days before the Spring Festival the company launched an S-class major project, in order to facilitate the real-time promotion of the project, but also to the hometown people "add trouble", he and his wife after consultation decided to respond to the call, in Beijing on the spot New Year.
"Every year the Spring Festival is nothing more than eating, drinking, watching the Spring Festival Gala, this year I want to try a new way of celebrating the festival, tired for a year, I want to relax." Yi Peng told a few good friends about the idea, everyone hit it off, booked a homestay villa in Yanqing, and the 4 families made up a "big family", and had an unforgettable Spring Festival.
In addition to homestays, skiing, hot springs, film festivals... In the third Spring Festival under the haze of the epidemic, young people are gradually getting used to it, and even enjoying the New Year on the spot "without heart and lungs".
1, Awa Onsen, residents' inn
A sense of ritual in its own right
The Spring Festival holiday is also a good time for families to "walk their babies", and soaking in hot springs and staying in homestays is becoming an important way for short-distance family trips.
Yi Peng, whose hometown was in Anhui Province, has worked hard in Beijing for many years and is now the director of a department of an Internet company. This year's Spring Festival, Yi Peng, who chose to celebrate the New Year on the spot, was afraid of no New Year's taste, and Zhang Luo went to experience a homestay with several friends in Beijing.
Yi Peng told Leopard Change: "The price of renting a homestay during the Spring Festival is not as high as imagined. Our 4 families are a total of 8 adults, 6 children, each family with some food, drink, use of things, lived in the homestay for 2 nights, a total of more than 10,000 yuan, each family share is not more than 2,000 yuan, which is actually similar to the cost of a separate festival. The children were close in age and everyone had a great time. ”
Yi Peng concluded: The annual taste is not worse than at home, the expenditure is almost the same, and it is also worry-free and labor-saving.
Zhou Yuechen and Song Yun, a young couple working in Shanghai, chose to soak in the hot springs during the Spring Festival. They chose the "hot spring resort town" located in Shanghai Lavender Park.
"'Washing your lungs' at the park oxygen bar during the day, soaking in the hot springs at night, staying in a special hotel, the hot spring town is actually not far from Shanghai Disneyland, if you are lucky enough to choose the right room, there is a chance to watch a free fireworks show." Song Yun said frankly, "Although the price has increased during the Spring Festival, it is still worth paying for this self-contained sense of ceremony." ”
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. Qunar data also shows that skiing, hot springs, ice and snow + hot springs have become the top three search "hot words" on the platform.
It can be seen that everyone's definition of the Spring Festival holiday is no longer stuck in traditional forms such as eating Chinese New Year's Eve meals, watching the Spring Festival Gala, drinking and playing cards, but has begun to pursue some novel ways of enjoying life, which has spawned a huge market demand. Especially driven by consumption upgrading, the health resort model represented by homestay tourism and hot spring tourism is also increasingly favored by young people.
2. Visit exhibitions and watch movies
The most human "fireworks"
In the "besieged city" of the city, spiritual food is also a rigid demand of people, especially in the Spring Festival during special periods, the most soothing thing may be to watch movies and visit exhibitions.
This year's Spring Festival, in order to spend more time with his family during the Spring Festival, on the fifth day of the Chinese New Year, he first took his children to his parents' house for dinner at noon, and then went to the cinema near his home to watch the New Year children's film "Little Tiger Dun Big Hero".
"The reason why I take my children to the cinema is mainly because of the immersive movie-watching atmosphere of the cinema, which is impossible to achieve with home projection. Choosing a family-friendly domestic animation film such as "Little Tiger Dun Big Hero" not only hopes to stand in the child's perspective and bring him more happiness. Du Yang said.
According to the latest statistics released by the National Film Administration, the "Spring Festival File" of the Year of the Tiger (Chinese New Year's Eve to the sixth day of the first lunar month, January 31 to February 6) chinese films have a box office of 6.035 billion yuan. Under the epidemic prevention requirements of cinemas in various places strictly adhering to the attendance rate of theaters in low-risk areas not higher than 75%, and all theaters in medium- and high-risk areas are closed, the domestic box office has also set a good record of the second highest box office in the history of Chinese films in the same period.
Single, Dong Li went to the National Museum of China alone to see the "Ruihu You'an - 2022 Chinese New Year Exhibition".
Photo courtesy of The Chinese New Year Exhibition/Interviewee
Among the many theme exhibitions, Dong Li chose the Guobo New Year Exhibition, mainly because a sentence of explanatory words from the exhibition touched her - the exhibition design adopts the form of traditional Chinese multi-entry courtyards to create a "home" atmosphere to reflect people's inner hope to "go home" for the New Year and celebrate the Cultural Psychology and Traditional Customs of the New Year.
In Dong Li's view, watching the exhibition is like a trip to a strange place, so the most meaningful part of this journey is that you never know who you will meet today? What happened? What scenery to see? Most of the "encounters" are events that have not been preset before. These new things are expanding the old cognition and subverting the old sense of time, making the day more fulfilling.
Dong Li said that she enjoys such a time alone, not only the Spring Festival, if she usually encounters a theme exhibition that she is interested in, she will also buy tickets to visit. "A shape, a color, a line, an emotion, a power, can touch your heart and stir your nerves. This is aesthetics, it is temperamental cultivation. ”
In fact, this year, cultural departments around the world are actively curating exhibitions, such as the Shanghai Museum's "Year of the Tiger Laughing Yin - The Spring Festival Exhibition of the Year of the Tiger in China and Japan", and the Liaoning Provincial Museum's "Picturesque Rivers and Mountains - Collection of Ancient Chinese Vertical Axis Landscape Painting Exhibition" 、......
The New Year on the spot has more literary and artistic atmosphere.
3. Skiing and rushing
Young people's new "Vanity Fair"
Xinjiang girl Xiaoling also chose to celebrate the New Year in place because of the epidemic in her hometown.
During the Spring Festival 7-day holiday, she had 4 days of skiing, including Chinese New Year's Eve. According to her, it was either on the slopes or on the way to skiing.
Prepare for downhill/respondent image
"Playing snowboarding since 2019, I love the speed, excitement, and feeling of challenging myself with skiing." Xiaoling said that because the winter in her hometown was too cold, when there was no epidemic before, she would choose to go abroad to play during the Spring Festival: "My hometown is suitable for going back to play in the summer." ”
Also choosing to ski for the Spring Festival is Yu Yuanyi. Out of a passion for skiing, she and her husband bought a house near Chongli Fulong Ski Resort a few years ago. Every winter since then, almost every weekend, she has been in the snow. Driven by her and the snow friends around her, the sister of the family officially learned to board at the age of 5.
"In previous years, I booked round-trip high-speed rail tickets for the weekends in the next few weeks more than a month in advance, and if I bought tickets temporarily before departure, I would generally sell them out a long time ago." Yu Yuanyi said: "This year's Spring Festival, catching up with the double factors of the Olympic Games and the epidemic, Chongli's snow field is not open to the public, and people are flocking to other snow fields, so the tickets for Beijing snow parks have suddenly increased, almost from 200 yuan / Zhang to more than 500 yuan / Zhang."
However, Yu Yuanyi also said that she would not change the land to ski, "it is not entirely a matter of money, mainly Chongli's ski lift almost no queue, and the mountain high ski road is long, take the cable car up the mountain for 15 minutes, slide down for about 20-30 minutes; but Beijing's ski slopes are generally relatively small, the cable car queue is at least 20 minutes, take the cable car up the mountain for 8 minutes, slide down for 3-5 minutes." Like me and many 'old people' around me who are more than 10 years old, most of them will not go to the fun. ”
In ski circles, there is also an invisible "chain of contempt".
The chain of contempt for the venue is - Chongli's Taiwu > Chongli's Wanlong, Genting > Chongli's Fulong, Cuiyun Mountain> Beijing Snow Field (the best snow field in Beijing is Nanshan, followed by Huaibei and Badaling).
Skiing used snowboarding / Courtesy of the interviewee
The snow contempt chain is - imported brands> domestic tide brands> unknown brands; take the snowboard classic ski brand Burton, for example, it is also divided into different series of contempt chains, such as if you wear Burton AK ski suits, step on the step on the snowshoe fixer, then no matter how bad the slip can be pushed down the slope with your chest up.
There is also a chain of contempt divided according to the entry time - the longer the snow age, the higher the high-end, the implied also means that more time, energy and money are invested in skiing.
However, the chain of contempt for people who really love skiing is divided according to skiing technology - the big PRO with good skills is YYDS, but behind this is their full dedication; some people take skiing as a type of social networking, in this "new Vanity Fair", middle, young and young have their own opportunities to show.
"If you are a friend who stays in Beijing for the New Year, or a friend who has not been in contact with skiing for too long, it is also good to choose to go to a small snow resort during the holidays." After all, the Winter Olympics have activated everyone's enthusiasm for ice and snow sports. She added.
Indeed, with the success of the Beijing Winter Olympics, people's enthusiasm for ice and snow sports was completely ignited during the Spring Festival. More than 1 million netizens poured into the official flagship store of Olympic Tmall on the opening day of the Winter Olympic Games, and many of the ice piers were sold out overnight. from Chinese New Year's Eve to the fourth day of the first lunar month, Tmall ski equipment increased by more than 180% year-on-year. The growth of ice sports-related categories is more than 300%.
In addition, in the past month, the sales of "skiing"-related products on the Meituan flash sale have increased by about five times compared with the same period last year, and the ski cold and warm masks, ski mats, and high-back ski bikes are the top three sales products.
It is foreseeable that in the future Spring Festival, more and more young people will choose to ski for the festival.
4. Accompany pets and walk pets
This Spring Festival is not alone
A week before the official holiday, Yang Meiling was so excited that she couldn't sleep every day, because due to the impact of the epidemic, she had not returned to her hometown in Qingzhou for more than two years. Although she was extremely reluctant about her two Shiba Inu, she gritted her teeth at the thought of going home to spend a reunion year with her parents and consulted about foster care in the dog friends group.
However, in the following days, news reports popped up from time to time to notices of the epidemic in Hangzhou, Beijing, Tianjin and other places, which completely extinguished her excitement. After inquiring about the epidemic prevention policy of her hometown, Yang Meiling helplessly returned the ticket to her hometown and continued the "local New Year" for the third year.
"In fact, I really don't want to send them to foster care." She re-planned the Spring Festival plan, in addition to eating hot pot with 2 colleagues on Chinese New Year's Eve night to celebrate, the rest of the time is almost related to dogs, walking dogs, dog friends group gatherings, etc., some local specialties originally bought for her family have also become small snacks during the Spring Festival.
Although there are some regrets about not being able to go home for the New Year, Yang Meiling said that she is not alone at all. "Usually busy at work can not take care of the 2 little ones, it is difficult to catch the holiday, I also hope to be able to spend more time with them." During the 7 days off, I would regularly go to the park near the community to walk them every day, and I would also take them to the nearby football field and basketball court to play ball, and go to the surrounding woods to 'explore'. ”
Like every pet owner, she would take pictures and videos of 2 Shiba Inu every day, record every day of their growth, and if she was interested, she would make Vlogs or Plogs for them both. "My daily schedule is full of dogs, no time to be lonely, and I forget about my work troubles. I want to bring them not only food and drink, but also companionship. ”
Accompanying pets for the New Year / Courtesy of the interviewee
Yang Meiling is a microcosm of many favorites. "Did you bring your pet home this year?" "How are you going to spend the New Year with Mao Kid?" "Have you been recommending any good pet products lately?" "During the Spring Festival, which brands and which platforms have pet product promotions?" These have almost become the most common topics for pet owners during the Spring Festival.
Many pet owners have said that after raising pets, they have more or less reduced their desire to consume on themselves, and the important monthly expense is pet consumption, including many cats and dogs' staple food, snacks, toys and other common supplies, as well as various health care products (probiotics, trace elements, calcium tablets, etc.), as well as beauty baths, pet park play and other aspects of the cost.
In a way, pet consumption is a new consumption based on emotion. According to the "2021-2022 China New Consumption Development Insight Report", as people's emotional needs eager to be satisfied become more and more intense, the penetration rate of pet families will continue to increase. China's pet economy has room for growth of 200 billion yuan in the next 3 years, and the market size may exceed 450 billion yuan in 2025.
Under the policy of encouraging local New Year's Eve, behind every micro-life consumption scene, it is not only a path for people to find a "New Year's flavor" in the annual ring of time, but also a special link mark between "home" and "country" in the middle of the year under the superposition of hot consumption enthusiasm and rushing social vitality.
Rich, fancy new ways of new year, can also let young people have the confidence to say: "Hello parents, we are outside the New Year, it is also very good!" ”
(At the request of the interviewee, all names in this article are pseudonyms)