“2022 Kuaishou Quality New Year Goods Festival Consumption Trend Report” released, consumption in the Z era increased by 254% year-on-year-Yingren Film-Market Information Network

“2022 Kuaishou Quality New Year Goods Festival Consumption Trend Report” released, consumption in the Z era increased by 254% year-on-year

Market Information Network 2022-01-21 13:43:59 Source: Market Information Network Comments:

During the 2022 Kuaishou E-commerce Quality New Year Festival, cola, snail powder, sachima, melon seeds, and instant noodles ranked in the top 5 most searched New Year products list, becoming the most popular New Year products world. At the same time, the consumption of men’s facial skin care products increased by 301% year-on-year, and the consumption of smart life small appliances increased by 2678.2% year-on-year…

Recently, Kuaishou E-commerce released the “2022 Kuaishou Quality New Year Goods Festival Consumption Trend Report”, which comprehensively presents the 2022 New Year goods consumption trends from multiple dimensions such as anchors, consumer groups, commodities, and regions. The report pointed out that anchors in Changchun and Guangzhou are the most diligent in launching the New Year’s Day, while users in Beijing and Shenzhen have the highest consumption of New Year’s goods. Middle-aged and female people are the main force of New Year’s goods consumption. The authentic New Year’s goods of the category are selling well. At present, the live broadcast e-commerce platform has become a new frontier for buying New Year’s goods that is widely favored by users across the country.

Authentic New Year’s Goods + Trust Guarantee, setting off a nationwide upsurge of New Year’s Goods

From January 1st to 16th, Kuaishou E-commerce launched the “2022 Kuaishou E-commerce Quality New Year Festival” with the theme of “local anchors, authentic New Year’s goods”. In this New Year’s Day, Kuaishou E-commerce launched the first broadcast of the New Year, brand welfare shopping, buying authentic New Year’s goods with local anchors, anchor challenges, category days and other rich activities, and also provided a network-wide resource matrix with billions of exposure and 1 billion. Welfare subsidies and massive cash flow help businesses grow.

During the event, Kuaishou anchors from all over the country turned into “New Year’s Spokespersons of Hometown” one after another, bringing a lot of welfare and good goods to Laotie. From the perspective of the geographical distribution of anchors, during the New Year’s Day, the top 3 northern cities where anchors are most diligent are Changchun, Shijiazhuang, and Harbin, and the TOP3 southern cities are Guangzhou, Jinhua, and Chengdu. According to data released by the Kuaishou Ecological Open Conference, Kuaishou’s monthly active anchors have exceeded 10 million.

From the perspective of the geographical distribution of consumer groups, Linyi, as a city with the highest number of registered users of Kuaishou in the country’s prefecture-level cities, has shown strong purchasing power and user stickiness at this New Year’s Day. The report shows that in the ranking of northern cities with the highest consumption of New Year’s goods, Linyi is only lower than Beijing, ranking second. In the ranking of northern cities with the most repeat customers, Linyi surpassed Tangshan and ranked first. It is worth mentioning that in the above two lists, Changchun, a northeastern city with a strong “old iron culture”, both ranks third.

At the same time, many users in the two southern cities of Suzhou and Shanghai chose to stock up on Kuaishou for two consecutive years. The top 3 southern cities with the highest consumption of New Year’s goods are Shenzhen, Shanghai, and Suzhou, and the top 3 southern cities with the most repeat customers are Suzhou, Shanghai, and Guangzhou.

In addition, in terms of age and gender of consumer groups, middle-aged people and women are still the main force of New Year’s goods consumption, while the Z era and male consumer groups are rising rapidly. The report shows that during the New Year’s Day, consumption in the Z era increased by 254% year-on-year; female consumption accounted for 75.6%, and male consumption increased by 90% year-on-year.

It is worth noting that the trust guarantee of Kuaishou e-commerce also makes the transmission of the New Year’s taste longer in this New Year’s Day. The report shows that the Kuaishou Store’s trust card covers over 97% of orders during the New Year’s Day. For a long time, it is precisely based on the guarantee of trust that high-priced products such as jewelry and jade have continued to sell well in Kuaishou. On this New Year’s Day, Liuguifu, Laomiao and Chinese Jewelry became the favorite jewelry brands of the old iron.

Since proposing the strategy of “big trust e-commerce” in July 2021, Kuaishou E-commerce has launched a series of platform-level security policies and industry upgrade solutions to create an “extreme trust” ecosystem for both merchants and fans. According to the data released by the 2021 Kuaishou E-commerce Service Ecology Year-end Summit, the repurchase rate of new Kuaishou e-commerce users has increased by 10%, and the repurchase rate of stores with trust rights has increased by 12%. According to Kuaishou’s third-quarter financial report data, the repurchase rate of Kuaishou e-commerce in September 2021 exceeded 70%. This New Year’s Day has also become another epitome of the continuous upgrade of Kuaishou’s trust e-commerce ecosystem.

Multi-category “good New Year’s goods from the source” are selling well

In recent years, as short videos and live broadcasts have gradually become a new way of life for the whole people, short video live broadcast platforms such as Kuaishou have also become important channels for the public to celebrate the New Year and buy New Year’s goods online. On the eve of the Spring Festival in 2022, under the humane new market business ecology, the Kuaishou New Year Festival once again brings a large number of “good New Year goods from the source”, and joins hands with platform users to spend the Chinese New Year full of fireworks.

Among the many New Year goods brought by Kuaishou, food, drinks, home appliances, beauty and skin care, jewelry, fresh food, New Year’s customs, clothing and other categories of “standard” products for the New Year are selling well. There are obvious differences.

In the prosperous Chinese New Year, buying traditional Chinese New Year products is naturally an essential part. The report shows that during the New Year’s Day, blessing characters, Spring Festival couplets, lanterns, and Chinese knots have become Laotie’s favorite Spring Festival “atmosphere” products. At the same time, the middle-aged old iron bought 81.7% of the red underwear.

While inheriting the traditional Chinese New Year culture such as sticking blessing characters and wearing red clothes, Kuaishou users also like modern technology products that can improve the quality of life. On the New Year’s Day, the consumption of smart home appliances increased by 2678.2% year-on-year. Among them, the brands on the TOP3 list are Yuri, Boss, and Ecovacs. Shangming Electric, Mingzhen, and Rongshida have also become the favorite massager brands for veterans.

In the atmosphere of eating and drinking good New Year’s taste, various food and beverage products are also on sale during the New Year’s Day. The report shows that BESTORE’s BESTORE’s BESTORE’s BESTORE’S BESTORE’S BESTORE’S BESTORE’S BESTORE’S LIGHTNING PARTY, THREE SQUIRRIES’ Hand-peeled almonds, and Laiyifen’s Hand-peeled pine nuts have become the favorite roasted nuts for the northern old iron, Novan’s truffle chocolate gift box, KDV’s purple Skin sugar, I miss your crispy dates have become the favorite candied candy of Southern old iron.

At the same time, Shandong, Hebei, and Liaoning have become the provinces with the highest sales of alcohol, and Inner Mongolia, Jiangsu, and Guangdong have become the provinces with the highest sales of health food. Hunan-flavored bacon, Northeast rice, and deep-sea small fish have become the favorite agricultural and sideline products of the old irons. Convenience food, nostalgic New Year flavors and instant delicacies fly side by side on the New Year’s Bestsellers list.

In addition to preparing food and clothing and other New Year’s goods, Kuaishou users also favor beauty, skin care, and hairdressing products in pursuit of a new look in the New Year. Aekyung’s Diamond Air Cushion, Givenchy’s Si Gongge Loose Powder, and Maybelline’s Feather Lip Glaze have become the favorite makeup products of veterans. At the same time, the consumption of hair styling products has increased by 164% year-on-year.

Represented by the Kuaishou New Year’s Day, in recent years, with the continuous upgrading of the Kuaishou e-commerce ecosystem, it not only drives the continuous increase in the number of Kuaishou e-commerce users, but also helps a large number of anchors, brands, and industrial belts to achieve rapid growth in commercial value. According to data released by the Kuaishou Ecological Open Conference, 140 million Kuaishou users browse the operator’s homepage every day, and the total transaction volume of Kuaishou e-commerce in the first three quarters of 2021 will reach 439.7 billion yuan.

In 2022, driven by the strategy of “Four Great Engagements”, namely, trust e-commerce, brands, service providers, and industrial belts, Kuaishou E-commerce will continue to bring better services and products to users, providing users with better services and products. Partners of all parties on the platform bring more development opportunities and broader growth space.

Responsible editor: renlien Ren Lien