Before entering the wax moon, the New Year's goods have begun to stage the "eighteen kinds of martial arts" to seize the market.
With the "wealth freedom" of the first generation of online aborigines and the high popularity of online shopping, this year's New Year's goods marketing has focused more on young people.
Different from the old people's "big gathering" style of buying New Year's goods in the past, young people have won the right to buy New Year's goods, which has triggered a new shopping tide. Some "squatted" in the live broadcast room late at night for New Year's goods, and some directly lived the "Cyber Spring Festival".
The power of the New Year's goods fell into
Young hands
Listen to a post-90s generation, before 2021, the family has always retained the habit of going to their hometown for the New Year.
In Tingting's memory, the couplets of the Spring Festival are "serious", and she never participated in the purchase before, and she can't tell what kind of couplets are better.
Every twenty-ninth month, my father would bring back a large red bag containing the Spring Festival and Fu characters to be affixed on the door of the Chinese New Year's Eve.
Window flowers do not need to be bought, there is a very skillful grandmother in the village, and the people who are close to her, the window flowers are basically from the grandmother's hands.
When I was a child, I listened to the purchase of materials for the Spring Festival, and the only thing that had the right to speak was fireworks.
In the days when fireworks were allowed, Tingting's father would approve a "huge sum" of 200 yuan, enough for her to buy small fireworks from roadside stalls.
On the night of Chinese New Year's Eve, a large family gathers together, adults play mahjong, and listen to it and friends in the village to find an alley without street lights, and constantly set off fireworks to light up the entire alley. This is also the last taste of her childhood memory.
Later, with the death of the old man in the family, fireworks were banned for a few years. Then came the three-year epidemic, and the family slowly got used to celebrating the New Year in Beijing.
Since the year when I didn't go back to my hometown for the Spring Festival, the power to buy New Year's goods fell into the hands of Tingting and my sister.
The main reason is that my parents have been in Beijing all the time, so they will always be in a working state, and they don't have the heart to prepare for that. "Hear about it.
That year, in order to eliminate the loneliness of his small family for the New Year, Tingting and his sister would buy a lot of small ornaments on the wall, as well as small lanterns to add to the atmosphere.
In the words of my father, "The original white home has been decorated into a New Year's doll." ”
But this kind of dress does have some wonderful uses, "at least let people know as soon as they enter the house that the New Year is over!" ”
Listen to the decorations bought.
During the Spring Festival this year, Tingting and my sister worked hard to buy a lot of decorations for the New Year, ready to decorate the home.
Before New Year's Day, the two of them added their favorite New Year's goods to the shopping cart one after another.
In mid-January, the two of them set aside half a day to determine the size of the doors and windows that need to be arranged at home, and then sit together to confirm what they need to buy.
In the end, they bought more than a dozen things piecemeal, and the sisters spent nearly 1,000 yuan.
From Spring Festival couplets to window flowers, from colored lanterns to portable lamps, everything is complete.
Listen to the small portable lamps you bought.
I heard that the most difficult choice is the couplet at the door, I don't like the traditional calligraphy couplets very much, and I am afraid that the aesthetics of being too young will be difficult for my parents to accept.
In the end, I listened to and discussed with my sister for more than an hour, and selected a pair of Spring Festival couplets of more than 100 yuan.
I thought that this Spring Festival couplet could get the aesthetic consistency of two generations, but who knew that as soon as it was said, the mother who listened to it was already very dissatisfied.
But my mother, who has always been thrifty, rarely didn't let Tingting return the Spring Festival couplets, "Maybe my mother also thinks that I really have to buy a good-looking Spring Festival couplets to boost my spirit."
Listen to the purchase of decorative New Year's goods.
The choice of window flowers is much freer, and I heard that my sister chose the new Internet celebrity "Fat Dragon" series of window flowers in the Year of the Dragon.
But in order to buy window flowers, she and her sister also had a small quarrel, "She (listen to my sister) thinks it's ugly, I think it's beautiful, it's cute, I don't like skinny dragons, it's too fierce." ”
I think that the chubby "Fat Dragon" is more friendly, and the "Fat Dragon" has its own IP, "It's not just a pattern, it has the same 'mental state' as me".
Listen to the "Fat Dragon" window grilles chosen.
The younger generation has
Exclusive New Year's goods
In fact, a few years ago, the Spring Festival couplets were no longer just standard calligraphy works, the Spring Festival couplets with ** patterns, the Spring Festival couplets that integrated the hot stalks of the Internet, and even the humorous Spring Festival couplets such as "May Wang Come True" made for the pets at home have already entered the market.
Popular pet couplets on the Internet.
But this year is approaching the Spring Festival, and what appears in the public eye together with the growing New Year's flavor on the street is a series of "New Year's goods" with "Fat Dragon" and other IPs.
As an iconic animal in the Year of the Dragon, many dragon-related cultural and creative products have changed the image of the slender hovering dragon in the past, and have turned into a chubby, cute and cute ** image, firmly grasping the aesthetics of contemporary young people.
Fat Dragon" image.
Not only the Spring Festival couplets window flowers, On the major online shopping platforms, the cultural and creative images of the "Fat Dragon" are endless, and the thermos cups, floor mats, pillows, pendants and even all kinds of blind boxes have been replaced with a new image of the Spring Festival.
Many stores have sold more than 1,000 products with the image of "Fat Dragon".
There are also many couplets and window grilles that are integrated into the funny emoji images of the current fashion, which are considered a bit "unflowable", and there are more and more "unflowing" New Year's goods on the street. People have found that young people are "playing" more and more "spending" New Year's goods.
Emojis Spring Festival couplets that are popular on the Internet.
In fact, it is not difficult to see from the evaluation of the ** store that sells "Fat Dragon" window grilles that the aesthetics of listening to it are still very "popular".
In addition, the mental state of "Fat Dragon" - silly music with his mouth open every day, a bit like Erha's mental state, is also the reason why many young people choose it.
Product reviews have mentioned more than once that "the mental state is extremely good".
For some young people, liking "Fat Dragon" is not only to like a chubby image, but also to have an exclusive personality and a story of its own.
It's like buying peripherals, it just so happens that I usually like this, and when I saw this IP in the Spring Festival window, I immediately placed an order. The owner of a coffee shop said.
Approaching the Chinese New Year, the small shops on the street can be seen everywhere "Fat Dragon" figure, Beijing Youth Daily reporter saw a small coffee shop door with "Fat Dragon" pasted, so he pushed the door in and chatted a few words, it happened that the shopkeeper is a fan of "Fat Dragon".
A small shop on the side of the street with "Fat Dragon" window grilles.
All kinds of bracelets are also among the New Year's goods army. Whether it is for the natal year or for "transshipment", whether it is cinnabar or agarwood, the exquisite appearance and full of meaning of the hand string has become the favorite of young people.
Beijing's Lama Temple has been lined up for a long time ago, and the "fragrant ash bracelet" has become a new specialty of Beijing and one of the gift choices for young people to take home.
The New Year's goods guide released on social platforms ** is now a bracelet of Lama Temple.
The change in the purchasing rights of New Year's goods is more clearly reflected in the menu of the Chinese New Year's Eve dinner.
With the participation of young people, there are many new changes in the Chinese New Year's Eve dinner on Chinese New Year's Eve: alcohol hurts the body, and sugar water is also configured in addition to a moderate amount of drinking; Stir-fried dishes are common, so pair them with snail noodles to show the mix and match to the fullest.
The competition for "involution" innovation of food New Year's goods has also opened up the idea for young people's "messy" New Year's goods choice, and all kinds of strange foods such as spicy strip backpacks, movable type rice balls, and spicy strip flavor dumplings have firmly grasped the curiosity of young people.
It is a wonderful food that is regarded as a New Year's item.
Prefabricated dishes are also fresh in the New Year's goods, different from the personal cooking of the elders, young people prefer simple operation, worry-free and labor-saving prefabricated dishes.
The variety of pre-made dishes has been continuously enriched under this craze, and even a limited version of the Spring Festival has been launched.
As the Internet hot meme said, "It's not that you can't afford Chinese New Year's Eve dinner, but pre-made dishes are more cost-effective." ”
In the process of preparing the Chinese New Year's Eve dinner, young people are also making "waves" in the online world - hometown specialties are re-regarded as representative things of the New Year's flavor.
On a life social platform, the topic of exposing your hometown specialties has 7360 views50,000, capturing the flavor of the year around you The number of views reached 1300 million.
The number of views on social platforms on two topics.
The difference is that the New Year's goods prepared by young people are no longer confined to the taste of their hometown.
Under the fusion of network information, the pot-wrapped pork and spicy soup in the north, the tangyuan intestine powder in the south, or the beef noodle stuffed skin in the northwest are all "big dishes" recommended by netizens in different regions and ready to be served to the Chinese New Year's Eve dinner table in various places.
The Chinese New Year's Eve dinner prepared by young people focuses on a delicacy that can be eaten from the north and the south.
Celebrate the Spring Festival
"Shopping Festival".
Contemporary young people fully integrate the life creed of "you can buy expensive, but never buy expensive" into the New Year's goods purchase plan.
When the Spring Festival is approaching, there are some more "preferential inventory" that only appeared on the "Double Eleven" in previous years.
The New Year discounts on major platforms were counted one by one, and young people compared prices in many ways to make up orders, just seeking to "spend a little money and do big things", and buy the most decent New Year's goods with the most discounts.
Young people who are new to buying power will even "act at night", and the number of people in many live broadcast rooms selling New Year's goods and delicacies is still high in the middle of the night.
The warm atmosphere in the live broadcast room was better than that of the day, and after the "link on 321", the goods were sold out in a few seconds.
Young people "fight at night", not only in the live broadcast room, but also "race against time" to shop around in each ** store.
Everyone will choose the best, cheapest, and most cost-effective food income "New Year's Harvest List".
On some online shopping platforms, cost-effective New Year's goods have become hot products: egg yolk crisp for 30 yuan for two yuan, 99 yuan and five catties of Xiangxi navel oranges, the daily sales volume is considerable.
Coupled with the coupons and shopping red envelopes issued regularly by the platform, various full reduction coupons can save a lot of money, which perfectly confirms the consumption mentality of contemporary young people "the province should be saved, and the flowers should be spent".
This is confirmed by the data, according to iiMedia Consulting data, among the channels through which Chinese consumers buy New Year's goods in 2024, 7320% of consumers will choose integrated e-commerce platforms (**JD.com, etc.), 5155% of consumers will choose instant retail platforms (Meituan, JD Daojia, etc.), 3853% of consumers will choose offline commercial supermarkets, 3711% of consumers will choose new e-commerce platforms (Douyin, Xiaohongshu, etc.), 3595% of consumers will choose offline small stores and convenience stores.
The data chart of Chinese consumers' purchase channels for Chinese New Year goods in 2024 released by iiMedia Consulting.
For Generation Z's new "New Year's goods buyers", the purchase of New Year's goods has become a thing of the past, and it has been replaced by young people "mingling" on major platforms and live broadcast rooms.
Compare **, date, and quality many times, and finally pay for the cost performance.
Network natives
"Cyber Spring Festival".
There are many kinds of gifts for young people to prepare for the New Year, and the objects they give are also unique.
The New Year's goods sent to friends are mainly casual. Internet natives have given full play to the usefulness of the Internet, and the New Year's goods sent to friends are all "electronic New Year's goods", and directly changed the Spring Festival explosion to "Cyber Spring Festival".
Members of major ** platforms, all kinds of electronic red envelope covers, and AI customized New Year's greetings have appeared in turn.
"Electronic New Year's goods" sold on the Internet
Netizen "Lazy Snake Drinking Soybean Milk" is a post-00s who enjoy the "Cyber Spring Festival", and her "electronic New Year's goods three-piece set" includes ** New Year's cards purchased for the whole family, AI customized New Year's greetings and electronic firecrackers.
These things can be regarded as a year-end bonus for ourselves who have been busy for a year, and we can also experience a different flavor of the New Year, and we can celebrate the New Year in a younger way that we prefer. Netizen "Lazy snake drinks soy milk" said.
As Internet natives, young people spend more time with their mobile phones every day than their relatives and friends. When mobile phones become a necessity, then you must have a copy of it when you buy New Year's goods.
With the advent of the New Year, many young people have bought "new clothes" for their mobile phones, from mobile phone cases to wallpapers, they can't avoid the elements of the Year of the Dragon.
On social platforms, when a netizen shared his newly purchased Kui Dragon series mobile phone case, he said, "The dragon shell in the Year of the Dragon is auspicious and profitable."
Dragon Element's mobile phone case has also successfully entered the "Cyber New Year's Goods" hot list with its real sales.
With the continuous improvement of the emotional value of pets, young people have long regarded pets as their own, and the list of pets' New Year's goods is also full of tricks.
Pet-related New Year's goods frequently appear on the hot search, and some netizens joked that the most anticipated New Year may be cats and dogs.
Grooming, new clothes, and big meals" have also become a three-piece set of New Year's goods for pets.
Pet Spring Festival grooming has long become the norm, after all, the tradition of "clean" New Year should benefit every "family".
Every Spring Festival, pet grooming is also rising.
Different from previous years, this year's pet New Year goods have seen a new increase in new clothes and pet Chinese New Year's Eve meals.
According to the sales data of Tmall Pet in January, the search for dog Spring Festival clothes skyrocketed by 103% in the first few days; Pet Chinese New Year's Eve Dinner and Pet Spring Festival sales this year "sprung up": pet Chinese New Year's Eve dinner sales soared 120% before the holiday, pet Spring Festival sales increased by 489%.
The pet Chinese New Year's Eve dinner even jumped on the ** and Weibo hot lists.
Under Weibo related topics, some netizens who customized a Chinese New Year's Eve dinner for pets said, "After not going home for a long time, pets have become my partners for the New Year." This time, we prepared a Chinese New Year's Eve dinner for pets, hoping that they can also feel the festive atmosphere. ”
Niu Ge, who also prepared a Chinese New Year's Eve meal for his dog, said that many dog lovers work tirelessly to bring their dogs home for the New Year, even if it takes a long journey of four or five hours.
For them, spending this special moment with their dog is the most important thing.
Chinese New Year is a time for family reunion, but puppies don't know what it means to go home for the New Year, and a pet Chinese New Year's Eve meal for pets is the best way to make pets feel loved. Brother Niu said.
New Year's must-buy list.
Even under the topic of the pet Spring Festival, you can see the "pet New Year photo".
There are "pet New Year photo" products on the online platform, and even the number of purchases is not low.
And there are also tutorials on social platforms to take New Year's photos for pets, from how to set up to how to attract pets to look at the camera, many comments are @ their friends to copy homework.
Photographer Shan Hejia said after taking a New Year's photo of the pet, "The process of taking pictures and the ** left behind have allowed the pet to enjoy its New Year's ritual as a family member." ”
For Chinese, the Spring Festival is the most important day of the year, and the New Year goods carry not only a reward for a busy year, but also a bond between family and friends.
It's like listening to what I said in an interview, "Actually, I arrange these things just to make everyone happy and lively during the New Year." ”
Written by |Intern: Xu Hanrao, Li Jia.
Co-ordination |Lin Yan, Zhang Bin.
* |Photo provided by the interviewee, screenshot of the network.
Data** iiMedia Consulting, **Tmall Pet January sales data.