Changde ** reporter Jiang Meirong Wentu
There are all kinds of costumes in the shopping mall, men, women and children who buy New Year's goods at the New Year's Festival rub shoulders one after another, and the anchor in the live broadcast room "link", and the New Year's gift box is instantly snapped up ......The Spring Festival of the Year of the Dragon is approaching, the flavor of the New Year is getting stronger, and the supply and demand of the New Year's goods market are booming. The reporter found that in the highlight of this year's New Year's consumption, the "dragon content" brushed a new high.
The "Chinese Dragon" in the mall adds a New Year's flavor.
"Dragon Element" New Year's goods are sought after by young people
The heavy New Year's goods carry everyone's happiness and joy and the pursuit of a better life, and also demonstrate the strong momentum of the consumer market. According to the data of Pinduo's annual goods festival, the Year of the Dragon blessing couplet, the Year of the Dragon New Year desk calendar, the dragon baby plush toys, the Year of the Dragon red underwear and socks, and the Year of the Dragon Chinese knot hanging ornaments occupy the top 5 of the most popular New Year's peripheral goods, and keywords such as "Dragon Red Envelopes", Dragon Year sweatshirts, and Dragon toys have been on the platform's recent hot search list.
Jingdong Consumption and Industry Development Research Institute released the "Dragon Element" Consumption Observation", which shows that since January, the search volume of "dragon" on Jingdong has exceeded 23 million times, of which the search volume of Moutai in the Year of the Dragon, commemorative coins in the Year of the Dragon, and clothes in the Year of the Dragon rank among the top three in terms of search popularity. Since the opening of the New Year's Festival, there are more than 1700 sub-categories on Jingdong that have launched "Dragon Element" products, compared with the "Rabbit Element" products in the same period last year, there are more than 800 sub-categories of "Dragon Element" product turnover increased by more than 10 times year-on-year.
Surprisingly, young people are more interested in "dragon element" New Year's goods. Jingdong data shows that among the consumers who have purchased "dragon element" products, the "post-00s" and "post-90s" account for nearly 55%, of which the "post-00s" consumers love "dragon elements" basketball shoes and sports canvas shoes; "Post-90s" consumers prefer to buy baby diapers and children's onesies with "dragon elements"; The "post-80s" are more favored by the "dragon element" of home clothes and hair growth combs; "Post-70s" consumers are the main consumers of "dragon elements" of car decorations and zodiac pendants.
Guochao has become a new favorite with the "dragon element".
During the Spring Festival of the Year of the Dragon, I prepared clothes with 'dragon elements' for my daughter, as well as various headwear such as hairpins, which the children liked very much. Ms. Chen, a citizen, said.
As one of the cultural symbols with the longest history and longest duration in traditional Chinese culture, dragon culture has entered folk life from a spiritual symbol. In recent years, the popularity of new Chinese clothing has returned, and recently, with the blessing of various dragon totems, various dragon patterns inspired by "Chinese dragon" have swept the new Chinese clothing market. "The Year of the Dragon is my natal year, and I specially bought a new Chinese-style dragon pattern coat as a New Year's 'robe', hoping for good luck in the new year. Xiao Jia, a college student who just returned to normal after vacation, said.
Hanfu, which also highlights traditional culture, is more favored by consumers because of the addition of "dragon elements". Jingdong data shows that the turnover of women's Hanfu with "dragon elements" increased nearly twice year-on-year, and the turnover of hairpins increased nearly 6 times year-on-year. There are also many consumers who have purchased "dragon element" children's home clothes for their children, and the turnover of "little dragon man" clothing has increased by nearly 200% year-on-year, and the turnover of children's performance clothes with "dragon elements" has increased by more than 5 times year-on-year.
In the hot zodiac economy, the Chinese style Guochao gift box with the "dragon element" as the core has become the new favorite of the consumer market. Vipshop, together with well-known brands such as L'Oreal, Chao Hongji, BESTORE, Guangzhou Restaurant, Hsu Fu Chi, etc., has launched 8 New Year's limited co-branded gift boxes with dragons as the core element, integrating the "dragon" character of 8 famous calligraphers such as Su Shi and Huang Tingjian into the gift box packaging, which is highly sought after by consumers. Domestic brands are growing rapidly during the Chinese New Year Festival, and young consumers are increasingly favoring domestic products with fashion style and practical attributes.
"Dragon Element" creative products are bursting
As an animal in ancient Chinese mythology, the dragon is regarded as a symbol of auspiciousness and authority, and in recent times, the sales of various peripheral products related to it have ushered in a huge increase. At the Pinduo New Year Festival, the number of orders for some "dragon elements" peripheral goods increased by more than 10 times year-on-year, and consumers are keen to use decorations, ornaments and small dolls of the Year of the Dragon to add New Year's flavor to their homes.
The dragon theme hand-made dragon lantern has become a new favorite.
Thanks to the innovation of dragon products, edutainment has become a new choice for people. New Year's origami with auspicious dragon patterns, paper-cut window flowers, fish and dragon lanterns and other interesting handmade products are selling well. Ms. Jiang, a citizen, recently bought a series of dragon-themed hand-made material kits online, "I used to buy ready-made New Year's jewelry directly, but this year I have bought a lot of material kits, and I have made dragon lanterns of different shapes with children, which is particularly interesting to inherit Chinese civilization while cultivating children's hands-on ability." The finished product is very beautiful, and it is very festive to put it at home for the New Year. ”
In fact, this generation of young people can not only "innovate", but also pay attention to inheritance. The "Dragon Red Envelope", the Year of the Dragon couplet, the Dragon underwear and socks, and the Year of the Dragon mobile phone case have become hot-selling commodities on the Tao Factory, and the "Dragon Red Envelope" is showing a trend of "purchasing shopping", and the demand is much greater than that of the "Rabbit Red Envelope". "The Dragon Red Envelope is full of creativity, I have found nearly ten different kinds of 'Dragon Red Envelopes' on the Internet, and I can send red envelopes in a variety of ways this year. Mr. Chen, a citizen, said. The reporter found that different from the traditional red envelope style, with color printing technology, bronzing texture of the three-dimensional red envelope has been recognized by more consumers, there is a pinch will sound the three-dimensional red envelope, there can be creative folding of the national tide red envelope, during the Pinduo New Year Festival, the number of three-dimensional red envelopes increased by more than 5 times year-on-year, and the monthly sales of a number of ** single products exceeded 100,000 pieces.