Thousands of homes are lit up and rejoice in the Lantern Festival. The "2022 Lantern Tangyuan Consumption Trend Report" (hereinafter referred to as the "Report") released by Jingdong Fresh on February 15 shows that during this year's Lantern Festival, various "white piers" are still hot, and the annual "Tangyuan Lantern Controversy" has a new answer. The mainland is vast, there are many well-known flavor Lanterns in the southeast, southwest, and northwest, and the Lantern festivals can be divided into north and south schools from the method and taste, and the Lanterns in the north are mostly used in the method of rolling and hand-cranking, while the tangyuan in the south is mostly kneaded with the palm of the hand, and the style is very different. The data shows that during the Lantern Festival, the proportion of tangyuan and lantern sales is 90% and 10% respectively, and the consumption of lanterns in the north and south is 60.64% and 39.33% respectively.
First-tier cities with high economic strength and consumption level are still the main force in the purchase of Lantern and Tangyuan, with Beijing, Guangzhou and Shanghai accounting for nearly half of them; the big Lantern can be described as the "cinnabar mole on the chest" of the northern partners, consumers in Beijing, Tianjin and Hebei love to buy, and the small and cute Tangyuan is the "white moonlight of the heart" dominated by consumers in Guangzhou, Shanghai and southern Jiangsu.
From the perspective of sales volume, the strength of brands such as Miss, Sanquan and Wan Chai Pier has taken the lead and become the most popular Lantern Tangyuan brand among consumers. At the same time, the long-established brands have become more and more popular after the renovation, which is a phenomenon that has been witnessed by all in recent years, and the ingredients of the Lantern Festival are no exception. The "Report" shows that the long-established brands of the Lantern Festival sales TOP3 are still Beijing Daoxiangcun, Tank Duck Dog and Wufangzhai known as the "Three Treasures of the Lantern Festival". Among them, Beijing Daoxiangcun, Tank Duck Dog and Wufangzhai increased by 15%, 12% and 10% respectively year-on-year.
In the taste of the Lantern, young consumers continue to seek innovation and breakthroughs, and all kinds of novel stuffing and tangyuan have become "new favorites". According to the "Report", the sales volume of Aoqiao stuffed tangyuan increased by 12.6 times year-on-year, and the sales volume of salty quicksand tangyuan increased by more than 1 times year-on-year. In addition, sales of hawthorn, orange, and black glutinous rice dumplings increased by more than 75% year-on-year, and sales of sugar-free rice balls representing healthy trends increased by 70% year-on-year. The novel taste of the brain is becoming a new trend of lantern consumption for the younger generation. Under the trend of healthy eating, the more digestible rhubarb rice dumplings that replace the skin of traditional glutinous rice with yellow rice have unexpectedly become "dark horses" out of the circle, and sales on the Jingdong Daojia platform have increased by more than 10 times year-on-year.
Although the Lantern in the north and the tangyuan in the south have introduced various novel flavors, for traditional festivals, the old-fashioned traditional flavor Lantern is still favored by consumers. The "Report" data found that in the classic flavor tangyuan list, black sesame flavor ranked first with a high proportion of 37% of the turnover, becoming the more preferred tangyuan flavor of consumers, and peanut tangyuan and yellow rice tangyuan ranked second and third.
The Lantern Festival is also the traditional "Valentine's Day" of the ancients. During the Lantern Festival, the popularity of "romantic economy" is not reduced, chocolate, flowers, cakes and other traditional romantic gifts are indispensable, this year, young people pay for the "face value" of consumer fashion and love expression, so that beauty into a new trend of holiday gifts. According to Jingdong's home and hourly purchase data, from February 12 to 14, the overall sales of beauty products increased by 8.7 times year-on-year. Among them, the sales of perfumes, skin care kits, lip makeup, serums, eye care products, etc. increased by more than 10 times year-on-year, and facial skin care products increased by 8.4 times year-on-year. It is worth noting that high-end brands such as Givenchy, SK-II, Estée Lauder and other high-end brands have also increased by more than 10 times year-on-year, of which the Givenchy Heart Luck Limited Set has been shortlisted for the top 10 hot singles, and the instant consumption channel of "online ordering, store delivery, and delivery within hours" is becoming a new choice for consumers, especially the younger generation, to buy high-end beauty.
Image source: JD.com, Dada