"Out of the Lantern, it is the end of the Year", this year's Spring Festival with the Beijing Winter Olympics, online and offline markets ushered in a wave of consumption climax. The Lantern Festival is approaching, the festival atmosphere is strong, fancy tangyuan, flower lanterns and other goods are sold, and folk activities such as lanterns are also lively.
Online and offline supply and marketing are booming
The Lantern Festival is approaching, and Lantern products have entered the peak sales season. The reporter came to the Jinfang Lantern Sales Office in Ciqikou, Beijing on February 12 and saw that consumers who came to buy the Lantern had lined up three long queues and needed to queue for about an hour to buy it.
△ The Jinfang Lantern Sale office in Ciqikou, Beijing, is full of consumers who come to buy the Lantern. (Peng Tingting/Photo)
"It has been sold since six o'clock in the morning, and now the Lantern is divided into one or a half pounds of food bags, placed according to taste, and consumers can buy it as they go." These days, Qiu Yunhe, the manager of Jinfang Snacks, has been busy. According to reports, black sesame, assorted, wuren and other classic flavors of lantern is still the first choice of consumers, blueberry, cocoa flavor is more favored by young people.
Qiu Yunhe told reporters that the first day or two of the Lantern Festival is the peak of sales, this year's stock is sufficient, 80,000-100,000 jin per day, the supply target is 600,000 jin, which can fully meet the market demand. And this year, Jinfang Lantern entered Wumart Supermarket for the first time, and also cooperated with jubaoyuan, Xilong Supermarket, Tongrisheng and other brands, so that consumers can buy the nearby "White Pier".
In front of a Jinfang shop in Qianmen Fresh Fish Mouth, Beijing, there is an endless stream of people who come to buy lanterns. "I come to buy it every year, just because it's delicious, and I've never bought quick-frozen tangyuan." Ms. Liu, who just bought the Lantern, told reporters. "I've long heard of Jinfang's Lantern Festival, and I plan to buy some to try this time when I travel to Beijing." A foreign tourist who was queuing up to buy the Lantern told reporters.
△ In front of a Jinfang store in Beijing's Xianyukou, consumers who buy Lanterns are in an endless stream. (Li Monan/Photo)
This year's Lantern is particularly popular, not only Jinfang, the reporter visited a Daoxiang Village in Beijing's Xicheng District to learn that the lantern of the store has been sold out as early as the morning, and only quick-frozen products are sold in the afternoon. This year, the Gokokuji Snack Origin Shop not only launched the traditional flavor Lantern such as chocolate, black sesame, hawthorn, and Wuren, but also launched the Liuxin Durian Stuffed Lantern on the basis of the fresh durian filling in previous years, and at the same time, with the help of dragon fruit coloring, a limited edition Lantern with chocolate filling and rose red was produced. Sichuan Hotel has also launched the "DIY Handmade Tangyuan" - Tangyuan Dream Workshop Gift Box, which contains four kinds of fillings, glutinous rice flour and special oil for tangyuan, so that consumers can make their own tangyuan.
While offline stores ushered in the peak of sales, online lantern sales were also very hot. As the most important food of the Lantern Festival, whether it is the Lantern in the north or the tangyuan in the south, the reporter saw that many e-commerce platforms have long begun to pre-sell, not only the taste is diverse, but also sugar-free and low-sugar versions to choose from. Customer service of a number of stores told reporters that the sales of Lantern and Tangyuan this year are gratifying.
In addition to buying tangyuan, homemade tangyuan is also the choice of many consumers. Merchants have introduced new products in taste, while food bloggers have made a big fuss about the skin, and many food bloggers have begun to make homemade ice piers and snow melt lanterns, attracting countless attention.
△ Netizens made their own ice piers, snow rongrong and tiger skin tangyuan. (Web Screenshot)
Folklore events come alive
The reporter learned that many places carried out a series of lantern viewing activities at the Lantern Festival, a variety of flower lanterns with a lively market, eating food with family and friends, guessing lantern riddles, and a thick festival came to the face.
"I saw from the Internet that there is a lantern festival here, and I specially brought my children to see and feel the feeling." A tourist from Beijing told reporters, "My home is not close to here, but it is very convenient to take the subway, it can be directly accessible, the festival should have a sense of ceremony, and the Lantern Festival looks at the lanterns, which is also our traditional culture." ”
△ Spring Festival Lantern Festival located in Daxing District, Beijing. (Li Monan/Photo)
The reporter learned that the Lantern Festival is coming, and ornaments such as flower lanterns are also sold in the market. The reporter saw in Beijing Caishikou Life Shopping Plaza that all kinds of lanterns, flower lanterns, etc. are readily available and have sufficient supplies. There are traditional paper flower lanterns, there are also big red lanterns of cloth, and novel handmade beaded goldfish lamps, which are novel in shape and environmentally friendly in materials, and are deeply loved by consumers. A stall owner told reporters that consumers' sense of cultural identity and self-confidence is becoming stronger, and they are paying more and more attention to the protection and inheritance of traditional culture, so the sales of goods with a strong festive atmosphere such as lanterns have increased significantly.
Not only offline stores, but also online flower lights are also popular. The reporter saw on the Tao data platform that in the past month, the sales of flower lanterns are very gratifying, and the sales of many stores have exceeded 100,000 yuan. In addition, the reporter also saw on the Xiaohongshu platform that also affected by the positive impact of the Winter Olympic economy, many bloggers have sunned their own ice piers, snow-like flower lanterns, cute tiger lamps, fish lamps, etc. are also very popular.
From the opening of the Winter Olympics to the circle of the ice pier, from the lantern festivals around the world to the various tangyuan and flower lanterns made by netizens, Chinese's love and inheritance of traditional culture has long been deeply engraved in the bones. The cultural accumulation of thousands of years is now displayed in a more modern, more full of science and technology and personality, "Chinese romance" makes tradition and modernity blend, "Winter Olympic economy" and "tiger economy" also highlight the chinese people's high self-confidence and recognition of national culture.
Author 丨 Li Mo nan Reporter Peng Tingting
Editor 丨Qin Chuqiao Li Monan
Cover image 丨 Peng Tingting