Zhejiang News, February 3 (Xi Jinyan) The fireworks in the world are the most during the Spring Festival. As one of the most important "ceremonies" to welcome the New Year, the purchase of New Year's goods is an indispensable event. Some wanderers who are out of the country have not returned, but with the help of e-commerce platforms to buy New Year's goods online, "let love come home first".
Since the launch of the 2024 Zhejiang Online New Year's Goods Festival, online consumption scenarios have been integrated with offline New Year's markets, with the participation of e-commerce platforms, MCN institutions, anchors, etc., to meet consumers' multi-channel consumption needs for New Year's goods.
The hot "New Year's goods economy" contains the resilience and vitality of China's consumer market, and also confirms the people's yearning and expectations for a better life.
The 2024 Zhejiang Online New Year's Goods Festival kicked off. Courtesy of Zhejiang Provincial Department of Commerce.
The online New Year's Festival is hot.
Consumption is the most vivid barometer of economic life, and the consumption of New Year's goods is a window to observe the vitality of consumption throughout the year.
The strong demand for family visits has boosted consumers' strong willingness to buy food products, and cost-effective accessories, down jackets, furs, outdoor shoes and clothing are also the main categories for users to buy. Canghai, vice president of Whale Spirit Group & general manager of the chain center, said.
New Year's clothes, preparing New Year's goods, giving New Year's gifts and other customs affect consumers' purchasing behavior, snack foods represented by nuts, vegetables, fruits, meat and other Chinese New Year's Eve meal ingredients are still the main categories of the New Year's Festival on major e-commerce platforms.
According to the relevant person in charge of Qianxun Holdings, since the launch of the first New Year's Festival on December 26, 2023, Bee Surprise Club has put more than 800 links on the shelves, among which fresh food, wine, and nuts are the most popular, "The sales of cherries have doubled compared with previous years."
Compared with last year's New Year's Festival, Make a Friend's sales this year increased by 20% year-on-year, and consumers' willingness to consume New Year's goods is more inclined to special New Year's goods, such as cherries, Moutai, ** jewelry, etc. Make a friend The relevant person in charge said.
As the "post-80s" and "post-90s" began to take over the purchase of New Year's goods, the popularity of online shopping habits has improved the status of e-commerce platforms in the sales of New Year's goods, and the online New Year's Festival is hot.
According to the relevant person in charge of Xinxuan, the total GMV of Xinxuan New Year's Festival increased by 66 compared with last year74%, with a total sales volume of more than 13.1 billion pieces, a year-on-year increase of more than 1 times, and the total popularity of live broadcast ** exceeded 6900 million, a year-on-year increase of 25 times. Xinxuan arranged a total of 122 live broadcasts and cooperated with more than 2,300 brands, of which more than 9 percent are domestic brands. ”
In order to stimulate the consumption potential of the "New Year's goods economy", some live broadcast platforms have launched a series of preferential and subsidy activities to "leverage" consumption enthusiasm with benefits.
According to the relevant person in charge of Qianxun Holdings, Bee Surprise Club adopts the platform, the live broadcast room, and the merchant to superimpose large subsidies, and the subsidy is the largest compared with previous years. In addition, it also launched time-honored brand specials, co-branded models, customized products, etc., to increase consumer choices, helping merchants in Hangzhou, Zhejiang Province to achieve new growth in performance during the New Year Festival.
New Year's goods are constantly "new" in the "pushing", and all kinds of New Year's goods are upgraded and constantly enriched.
Compared with last year, consumers are more inclined to buy a certain type of product, and their willingness is not as average as usual. The relevant person in charge of making a friend said that consumers are more inclined to special or innovative products, and the requirements for the innovation of products and consumption scenarios have increased compared with previous years, "combined with traditional culture, it is easier to create explosive products by triggering consumers' hearts."
Canghai introduced that compared with last year, in addition to the traditional New Year's food and wine, the marketing of health care products and outdoor shoes and clothing showed a stronger growth momentum. It shows that the current user's demand for health is very strong, and there is still a lot of room for growth in the future. ”
Boost the quality and upgrading of consumption.
Online New Year's goods have "smoothed" the geographical gap, and specialties from all over the country have become "darlings of other places", and good things from all over the world have come across the mountains and seas, enriching people's New Year's goods list and improving the quality of people's consumption.
A few days ago, in the live broadcast of the "Hot Land and Good New Year's Flavor" New Year's Goods Festival jointly created by Bee Surprise Club and Ali Public Welfare, ten agricultural products from all over the country, such as astragalus tablets from Lixian County, Gansu, black fungus from Taoyuan, Jilin, and millet pot from Pingshun, Shanxi, were popular in the live broadcast room.
According to the relevant person in charge of Xinxuan, from the data point of view, landmark specialties around the country are more popular in this New Year's Festival, Northeast rice, Inner Mongolia beef and mutton, Cantonese sausage, Sichuan and Chongqing hot pot base are all hot-selling products; In order to meet the public's demand for high-quality consumption for the New Year, nearly 20 kinds of prawns from all over the world appeared in the Xinxuan live broadcast room. On January 13, in Simba's live broadcast room, the sales of prawns alone exceeded 2200 million yuan, of which the sales of an Ecuadorian prawn exceeded 64 million yuan.
This year, under the influence of the environment, although the user's expenditure is generally cautious, the private domain, which emphasizes the value of users, still has a very strong user mobilization ability and sales explosiveness. Canghai said that as long as the commodity power and the best force are in place, the private domain will be a new blue ocean for brands to find new increments in 2024. "The sales of this year's New Year Festival increased by 1 year compared with last year5 times more. ”
Compared with ordinary New Year's goods and gift boxes, more co-branded and customized models appeared in the live broadcast room.
Rather than simply selecting products and putting them on the shelves, we hope to combine our years of experience in platform promotions to create co-branded and customized models with merchants, and have more in-depth cooperation with them. According to the relevant person in charge of Qianxun Holdings, they communicated with the three squirrels before, improved from multiple dimensions such as packaging, design, and gram weight, and adjusted the gift box assembly mode to help merchants better face consumers.
The big data accumulated by the operation of live e-commerce for many years can achieve accurate analysis and in-depth mining of consumer demand, and the key to consumption upgrading lies in the accurate grasp of new consumer demand. An industry insider said that in the future, a more complete private domain operation system, customized product content, and exclusive supporting mechanisms for high-end users will boost the release of demand for consumption upgrades. (ENDS).