On January 31, Douyin e-commerce released the data report of "Douyin ** New Year's Goods Festival", showing the consumption trend and public purchase preferences of the Spring Festival goods market in the Year of the Dragon. According to the data, from January 13th to 28th, the average daily GMV of Douyin in the shelf field increased by 98% compared with last year's New Year's Festival, and the cumulative live broadcast time of e-commerce during the New Year's Festival was 43.85 million hours, and the number of short** views on the shopping cart reached 143.6 billion.
The supply and demand of the New Year's goods market are booming, and the average daily number of moving goods sold on the New Year's Festival platform increased by 113% compared with last year. Among them, cost-effective New Year's goods are quite popular. For example, with the help of official subsidies, the "Value Shopping" channel strives to provide consumers with low-cost brand products every day, and also launches a weekend "10,000 people" activity at 8 p.m. every Friday. According to the data, the average daily GMV of the "Value Shopping" channel products increased by 604% year-on-year during the event.
The national tide detonated the New Year's goods market, and the sales of new Chinese clothing increased by more than 21 times year-on-year
The national tide "troubles" the New Year, and the "domestic trendy products" that condense traditional cultural elements and modern life consumption have ascended to the C position of the New Year's goods market. The data shows that during the New Year's Festival, the number of short topics with national tide and new Chinese clothing in Douyin exceeded 500 million. Under the promotion of a large number of high-quality national style short** and live broadcast room content, new Chinese clothing has become popular in Douyin e-commerce, with a year-on-year increase of 2145%. In addition, the sales of dragon and phoenix cups with ancient charm increased by 699%, and the sales of New Year's flowers such as phalaenopsis, holly, and large-flowered orchids increased by 663% year-on-year.
On the "Dou IN New Year's Goods Must Buy Trend Gold List", the proportion of domestic products has reached seventy percent, and many brand merchants have won the New Year market increment during the event. Bosideng's GMV on Douyin** increased by 616% month-on-month, and its limited-edition clothing for the Year of the Dragon became a brand hit. The sales volume of the Han Shu brand increased by more than 10 times compared with the same period last year, and the "Red Waist" gift box was quite popular. Proya's sales during the New Year's Festival increased by more than 200% year-on-year, with more than 100,000 orders sold in a single day. Yili strengthened the supply of high-priced products for the New Year's Festival, with sales more than twice that of last year, and the Jindian series of milk was well received by consumers on the platform.
The sales of "dragon" elemental goods have risen. In the first week of the festival, there were nearly 22 million related searches on Douyin containing the keyword "Year of the Dragon". The sales of Guochao** red envelopes, magnetic couplets in the Year of the Dragon and dragon dance lanterns increased by % and 139% respectively compared with the previous month. In addition, plush toys for the Year of the Dragon and red socks gift boxes for 2024 have sold a lot.
With the popularity of the national trend, traditional handicrafts and intangible cultural heritage have also begun to reach more families. During the event, the sales of time-honored brands on Douyin e-commerce increased by 604% year-on-year. Handmade twist flowers, Fuding white tea, purple sand teacups, Anxi Tieguanyin and ceramic gift bags have become the intangible cultural heritage items with the largest year-on-year increase in sales on the platform.
Red sausages, frozen pears and other Northeast New Year's goods are exported to the source, and the source supply of the industrial belt adds authentic New Year's flavor
Harbin exploded out of the circle this winter, bringing the ice and snow scenery and traditional food of Northeast China to more people's field of vision. Many families from all over the country have not had time to arrive in the distance before the holiday, so they have chosen to place orders in Douyin e-commerce and be the first to taste the original taste from the Northeast. According to the data, the sales of Harbin red sausage, Northeast sauerkraut and Northeast rice dumplings used to cook porridge have increased by more than 10 times compared with last year, reaching an increase of % and 1078% respectively. Frozen pears, sticky bean buns, blood sausages and other special delicacies have enriched the taste buds of consumers from other places, and sales have increased by % and 313% year-on-year.
Douyin e-commerce also went deep into many industrial belts during the New Year Festival, strengthened source optimization, launched traceability live broadcasts, and directly supplied good goods from the place of origin to thousands of households. Zhejiang's Lin'an nut industry belt sold 3.2 million orders in a week, and sales of pecans and melon seeds climbed. The sales volume of citrus fruits in Guangxi increased by 489% year-on-year, and the highest sales in a single day were 1760,000 orders. Shandong specialty Rushan oysters, only on January 27 and 28, sold nearly 300,000 catties in a single live broadcast room. The New Year's flower market is hot, boosting the sales volume of goods in the Guangzhou orchid industry belt on the platform to increase by 1,791% year-on-year. Fujian Quanzhou men's shoes increased by 468% year-on-year during the event, with a maximum of 220,000 orders in a single day.
Young people are gradually becoming the main buyers of goods, and the quality consumption of smart small household appliances, books and periodicals has been upgraded
Before the holiday, more and more young people are participating in the preparation of the family for the Chinese New Year. Wax moon dusting, Chinese New Year's Eve preparation, and New Year's ......With the escalating quality consumption demand, they expand the connotation of New Year's goods. The data shows that during the New Year's Festival, the post-90s generation has become the main force to purchase smart small household appliances on the platform, and the post-00s over 18 years old have become a new consumer group with the fastest growth rate in purchase. Dust removal products such as window cleaning robots, sweeping robots, and mite removers grew extremely fast before the holiday, reaching % and 257% respectively. In terms of preparing for the New Year, young people tend to buy small household appliances to enhance their sense of convenience. The sales volume of food fresh-keeping vacuum machines increased by more than 19 times over the same period last year, and the sales of meat grinders and electric cookers increased by 232% and 149% year-on-year.
At the beginning of the new year, the purchase of literary publications has also become a new trend of consumption. According to the data, the sales of books on the platform of the New Year Festival increased by 243% year-on-year. During the event, "Walking with Hui" launched a live interview of "My Literary Path". Shi Zhanjun, editor-in-chief of People's Literature, and writers Liang Xiaosheng and Cai Chongda, Yu Minhong and Dong Yuhui talked about the road of literature, encouraging readers to send a literature-related gift to those around them on the New Year. The 2-hour live broadcast drove the 2024 annual subscription of "People's Literature" magazine to sell 770,000 sets. As of January 28, sales exceeded 150,000 units.
In addition to providing a wealth of high-priced New Year's goods, Douyin e-commerce has also upgraded a number of services during the New Year's Festival: encouraging merchants to sell spot goods or shorten the number of pre-sale days to optimize the delivery timeliness; The after-sales period of 13 types of commonly used daily commodities such as flowers and plants, parent-child products, catering utensils, and automobile supplies has been extended from 7 to 15 days to 90 days; Through cooperation with express companies, upgrade the "Promise Daily Delivery" and "Late Arrival" services; It also launched a comprehensive "trade-in" of major appliances and 3C products, and provided corresponding subsidies to facilitate consumers to dispose of old products and purchase new products at a lower cost.
The relevant person in charge of Douyin e-commerce said that the platform has specially increased the first discount and coupon subsidies during this year's New Year's Festival, and linked merchants and talents to provide a richer and more cost-effective supply of New Year's goods, adding another boost to the Spring Festival consumption of both production and sales, and further boosting the upgrading of multiple chains such as physical production, processing, and sales.