Young people's minds are always the most active, and when it comes to the traditional consumption of New Year's goods, they also have to play new tricks. Recently, as the New Year is approaching, some people have concluded that following the "old three" of hairdressing, nail art, and beauty in previous years, the style of young people's New Year's goods consumption has changed again this year, and they have begun to pay special attention to spiritual needs.
For example, falling in love with the God of Wealth refrigerator magnets, ornaments, mobile phone cases for transporting copywriting, and red envelopes in the Year of the Dragon, these New Year's goods are all focused on an emotional value.
Taking mobile phone cases as an example, previous consumers paid more attention to the needs of materials, feel, colors, styles, etc., while young people now prefer words or patterns that can represent their mental state and appeals. At the end of the year, the demand for good luck exploded, and the "transfer phone case" began to be highly sought after.
The same is true for the God of Wealth refrigerator magnets and ornaments, and now young people are no longer only focusing on the use value of buying New Year's goods, but also pay great attention to the emotional value of self-pleasing, especially the spiritual needs of "making a fortune" and "transit".
In addition, in the consumption of New Year's goods, this generation of young people has also set off an increasingly violent national tide, which is very different from previous years. In the past, everyone was keen on foreign customs and favored imports, but now they attach great importance to the festive and lively atmosphere created by the national tide. For example, in the recent New Year's goods consumption market, the zodiac dragon and Chinese red have completely become keywords.
Taking the New Year's new clothes as an example, in the past, young people went home for the New Year, as if they were participating in a fashion competition show, and the more fashionable and foreign the New Year's clothes were bought, but now they are quietly on the retro national trend, and many young people are very fond of the New Year's clothes in the Year of the Dragon this year.
On the e-commerce platform Vipshop, on January 15, the New Year's Festival opened the Year of the Dragon, and the sales of national fashion clothing with the theme of the New Year of the Dragon and the Year of the Dragon greetings soared by 120% compared with the previous week, and the sales of sports sweatshirts with the theme of the Year of the Dragon increased by more than 3 times month-on-month, attracting a large number of post-90s and post-00s to place orders passionately.
Lele, a post-95 Chengdu girl, is one of them. She bluntly said that she didn't like red the most in the past, but this year she bought Chinese red clothes for her family in one go, "not the clothes themselves, but more about the festive and good luck atmosphere created by the red national tide."
In addition to clothing, many people buy gift boxes are the same, before visiting relatives and friends during the New Year, young people are always keen on foreign packaging, thinking that there is face, but this year more and more people favor the national tide gift box.
For example, well-known brands such as L'Oreal, Chao Hongji, BESTORE, Guangzhou Restaurant, and Hsu Fu Chi have all joined hands with Vipshop this year to launch a limited co-branded gift box for the Year of the Dragon with the theme of "Auspicious Dragon Presents Rui, Writing Nafu", and the gift box has been very popular as soon as it was launched. According to Vipshop data, the overall sales of New Year's gift boxes increased by 63% month-on-month.
These red and full of New Year's flavor of all kinds of gift boxes, visiting relatives and friends as souvenirs not only convey friendship, but also full of a variety of good luck beautiful meaning, young people are indeed difficult not to be confused. At present, as young people continue to refresh the New Year's goods, add new content to the New Year's goods, and enthusiastically embrace the national tide and domestic products, the biggest emotional value of the New Year, the New Year's flavor, will become stronger and stronger!