It's spring again! Let's take a look at the consumption performance of the Spring Festival in the Year of the Tiger in the Yangtze River Delta region, led by Shanghai.
Judging from the data, the overall consumption of Shanghai in the Spring Festival of 2022 has returned and exceeded the pre-epidemic level.
Jiangsu, Zhejiang and Anhui Spring Festival consumption data is also quite good. According to the monitoring statistics of key commercial and trade circulation enterprises by the Jiangsu Commission of Commerce, the cumulative sales achieved during the Spring Festival were about 13.75 billion yuan, an increase of 8.5% year-on-year, an increase of 23% compared with 2019; the consumer market in Anhui Province was stable and rising, and 59 monitoring sample enterprises achieved a total sales (turnover) of 2.19 billion yuan, an increase of 4.8% year-on-year; the Zhejiang consumer market also showed the distinctive characteristics of stability and reinforcement, stability and strength, stability and quality improvement, and stability.
Overall, the Spring Festival consumption performance in the Yangtze River Delta in 2022 is booming, and many new consumption trends have emerged compared with previous years.
Coinciding with the Beijing Winter Olympics, "skiing" has become the most popular holiday leisure event for young people this year. The data of major travel platforms show that "skiing" is too hot!
According to Fliggy data, six days before the Spring Festival, the number of orders for ice and snow tourism-related goods increased by more than 30% year-on-year. According to Ctrip's platform data, ski ticket orders in the three days before the Spring Festival increased by 33% compared with last year, and the number of orders for ski hotels increased by 52% year-on-year.
In the ranking of popular scenic spots during the Spring Festival holiday in 2022, more than half of them are ski scenic spots. Tongcheng data shows that during the Spring Festival, the order volume of ice and snow scenic spots nationwide increased by 68% compared with the same period last year.
Many ski resorts in Zhejiang have also welcomed many tourists from the Yangtze River Delta region. According to the Department of Commerce of Zhejiang Province, Ski Resorts such as Damingshan Wansongling Ski Resort and Anji Yunshang Grassland Ski Resort ushered in a small peak in passenger flow, and the number of ticket bookings for Anji Yunshang Grassland Ski Resort reached 2 times that of the same period last year, and the hotels in the resort area were full for many days.
The enthusiasm for online equipment purchase is even more enthusiastic. Alibaba data shows that from Chinese New Year's Eve to the fourth day of the first month, Tmall ski equipment increased by more than 180% year-on-year; ice sports categories increased by more than 300% year-on-year.
On the online consumer side, the Tiger IP in the Year of the Tiger has unexpectedly become a hot spot for residents in the Yangtze River Delta, and may even become one of the most popular IP in 2022.
Alibaba data shows that the search volume of "tiger" related annual goods on Tmall increased by 874% year-on-year, and the sales of brands with the word "tiger" increased by nearly 70% year-on-year.
According to Jingdong data, as of February 5, the "tiger element" products increased significantly compared with the "cow element" products in the same period of the Spring Festival last year, the beauty and skin care category had "tiger element" products, and the turnover of facial skin care and body skin care products reached more than 2 times year-on-year.
Peripheral goods printed with tiger motifs and patterns are also popular with consumers.
As of December 2021, Jingdong data shows that the number of goods containing "tiger" elements increased by 67% year-on-year; the number of products containing "menghu" elements increased by 14.6 times year-on-year, of which the number of goods with jewelry "menghu" elements accounted for nearly 40%, and the number of goods with "menghu" elements in household goods accounted for 18%.
According to the survey results, young people aged 30-35 gradually grasped the dominance of Chinese New Year's Eve meals, and they brought fire to "pre-made New Year dishes".
Meituan takeaway data shows that during the Spring Festival, the keyword search volume of "Chinese New Year's Eve rice" increased by 17% year-on-year, the takeaway merchants providing Chinese New Year's Eve meal supply increased by 200% year-on-year, and the sales of Chinese New Year's Eve meals increased by 143.25% year-on-year. During the Spring Festival, the sales of Hema Fresh Shanghai increased by more than 30%, the sales of high-end prepared dishes purchased by Dingdong increased by more than 3 times month-on-month, and more than 70% of the users who bought prepared dishes were under the age of 35. Data from Zhejiang Province shows that the takeaway prefabricated dishes of catering enterprises during the Spring Festival Golden Week have achieved basically flat revenue.
Imported fresh products, especially fruits, are also loved by the people of the Yangtze River Delta. According to the statistics of the Shanghai Fruit Industry Association, this year's cherry replaced the apple and became the largest "annual fruit" sold during the Spring Festival in Shanghai, with sales estimated at 1,000 tons to 1,200 tons before the Spring Festival. In Nanjing, Jiangsu Province, according to platform data, the sales growth rate of Cherry and Durian is the fastest, up 968% and 625% respectively.
The variables and many uncertainties in the demand for epidemic prevention in some areas have weakened the desire of urban young people to run back and forth. "Home hotels" have gradually become a popular way of vacation in recent years, so that young people can escape the habits of conforming to the rules for a short time although they are in the city.
According to tourism platform data, during this year's Spring Festival, local hotel bookings in Shanghai accounted for 93% year-on-year, scenic spot ticket bookings increased by 98% year-on-year, and night tour scenic spot ticket bookings increased by 85% year-on-year. During the Spring Festival, the popularity of hotel hot searches continued to rise, up 81% year-on-year, and Tongcheng data showed that local hotel bookings in Shanghai accounted for 46% during the Spring Festival holiday, up 5 percentage points year-on-year. New specialty hotels such as e-sports, script killing, and video and audio have enriched the accommodation experience of tourists, and the number of orders with the theme of e-sports rooms has increased by more than 80% year-on-year.
As an important festival of the year, the Spring Festival is also facing great changes in how to celebrate the New Year with the development of the times. It can be seen that in the Yangtze River Delta region, the consumer demand of consumers, especially young people, has taken the lead in changing from the purchase of basic daily necessities to the improvement of the quality of life, and in the context of stable overall consumption operation and stable quality improvement, a variety of new consumption methods welcomed by young people are worthy of attention and research.