Zheng Haoxin, reporter from Economic Observer Network Consumer demand with ice and snow tours and tiger elements as hot spots is quietly becoming popular this Spring Festival.
On February 6, the Spring Festival consumption trend released by JD.com showed that as of February 5, the turnover during the 2022 Spring Festival (year 30 to the fifth day of the first lunar month) increased by more than 50% year-on-year.
In traditional categories, some subdivided products have grown significantly. In terms of commodities, products linked to “tiger elements” have obtained traffic codes. In food, pre-made dishes have become a popular choice with the advantages of zero threshold operation difficulty and standard controllable taste. The first choice for the young generation’s New Year’s Eve dinner, in terms of travel, in addition to the traditional popular vacation spots, ice and snow tours and hotels have also become emerging leisure methods.
“Tiger Element” Commodity Hot
Consumer goods with tiger elements as hot spots are showing a booming sales trend this Spring Festival.
According to data from JD.com, as of February 5, “tiger element” products have increased significantly compared with the same period of last year’s Spring Festival lunar calendar. There are “tiger element” products in the beauty and skin care category, and the turnover of facial skin care and body skin care products. The year-on-year ratio was more than twice as high. Parents and mothers also paid great attention to purchasing “Tiger Element” equipment for their babies. The turnover of “Tiger Element” products in toy musical instruments such as building blocks, fashion play/animation, remote control/electric toys, etc. was year-on-year. More than 10 times, the turnover of baby carriages and cots reached 35.8 times year-on-year.
Not only online, but also offline new products with elements of the Year of the Tiger and the Spring Festival are also very popular. In Intime Department Stores, Li Ning’s daily Jindoujin series, New Year red with cute tiger, Yuanbao and other elements have become popular in the New Year, in a short time. More than 1,000 pieces were sold within the year; Anta launched two sets of New Year products under the joint name of Wuhuang Wanslei New Year IP and China Ice Snow Tiger Tiger Breeze.
According to data from JD Daojia, during the Spring Festival, the sales of products containing elements of the Year of the Tiger such as “Cute Tiger” and “Fuhu” increased by 7 times from the previous month. The Year of the Tiger gift boxes of snacks, nuts, drinks, and pastries are selling well as a whole. Among the home decorations, the sales of tiger zodiac blessing stickers, couplets and carpets increased.
Tiger Elements has also driven the craze for commodities in the country. According to data from JD Daojia, the overall sales of cultural and creative IP products in the Forbidden City increased by 1.4 times year-on-year, covering nuts, toys, cakes, drinks, stationery, home decoration and other types. The co-branded electric blanket of Rainbow X Dunhuang Museum is also on the top 10 list of co-branded products.
Even the New Year’s Eve meal set with the word tiger in the name has become everyone’s priority. Meituan data shows that the “Dragon and Tiger” New Year’s Eve meal set featuring crayfish and the seafood-based “Huhushengwei New Year’s Eve set” ranked the top two. “Yang Yang Proud New Year’s Eve Set” ranked third, followed by the New Year’s Eve set with Spicy Grilled Fish and Fish Head Bubble Cake.
Consumers’ love for the Year of the Tiger has also driven the hot sales of “cat elements” products. JD.com trends show that among the “cat elements” products, the turnover of household decoration materials has reached 84.7 times year-on-year, and the turnover of cooking pots has reached 14.4 times year-on-year. The turnover of household daily necessities exceeded 300% year-on-year, the turnover of cat hair accessories increased by over 200% year-on-year, and the turnover of cat mobile phone cases increased by over 100% year-on-year.
Pre-made dish C debut
In addition to the above-mentioned hot-selling products, the growth of semi-finished products and pre-made dishes in food consumption during the Spring Festival is outstanding.
Since the beginning of the twelfth lunar month, the number of consumers searching for “pre-made dishes” on the Meituan app has increased by more than 10 times year-on-year, driving the overall search volume of related concepts such as “kuaishou cuisine”, “semi-finished dishes” and “heating and eating” to increase by 4 times compared with the same period last year. Online Sales of prepared dishes nearly tripled year-over-year.
During the Spring Festival, data from Dingdong Shopping showed that the sales volume of high-end pre-made dishes more than tripled year-on-year, 3 million pre-made dishes were sold in 7 days, and the unit price doubled year-on-year. Hema data shows that the sales of pre-made annual dishes have increased by 345% compared with the Spring Festival in 2021. Using pre-made dishes skillfully to prepare a table for New Year’s Eve dinner in 30 minutes has become the first choice for the 35-year-old group who dominate the New Year’s Eve dinner.
According to data from JD Daojia, the sales of wonton dumplings, noodles, refrigerated pickles, cooked food gift boxes, and microwave food all increased by more than 10 times year-on-year, and cooked meat skewers increased by 8 times year-on-year. Semi-finished clean vegetables increased by 2.6 times year-on-year. Western-style flavors such as sushi, French fries, sausages, salads, and hot dogs also increased by 3.5 times or more year-on-year.
Different from previous years, consumers prefer “big dishes” this year, such as Dingdong’s hand-grabbed beef bones, braised round hoofs, and Chinese New Year’s slaughtered pig dishes, which are not easy to make at home.
In addition to pre-made dishes that have already been prepared, processed clean dishes are also very popular. Consumers do not need to wash or cut them. They only need to simply stir-fry them with seasonings and eat them.
Hema data shows that some seafood with relatively high unit prices experienced a very significant increase during the Spring Festival this year. Among them, Dongxingban’s sales increased by 83% year-on-year over the same period of last year’s Spring Festival. Beijing has the highest growth rate of 297%, followed by Xi’an with 272%, and Wuhan Dongxingban has the third-highest growth rate of 113%.
Ice and Snow Consumption Trend
Driven by the Winter Olympics, consumers are enthusiastic about the mascot “Bingdundun” and ice and snow tourism.
According to data from JD.com, affected by the Winter Olympics, among the popular search keywords related to the Winter Olympics in various provinces and cities across the country during the Spring Festival, the search volume for the mascot “Bingdun Dun” accounted for 90%, and a total of over 10 million people searched for “Bing Dun Dun”. pier”. Affected by the popularity of the opening ceremony of the Winter Olympics, from 8 pm on the fourth day of the fourth day to 11 am on February 5, the turnover of Jingdong Sports Anta down jackets increased by 203% year-on-year, and the turnover of Desante down jackets increased by 196% year-on-year.
The overall turnover of ski sports products increased by 322% year-on-year, of which the turnover of ski masks was 15 times that of the same period last year. Ski pants, ski goggles, snowboards, ski suits, and ski boots also achieved relatively high growth. The overall turnover of ice sports products increased by 430% year-on-year, of which the turnover of figure skating shoes, speed skating knife sharpeners, speed skating knife shoes, ice hockey sticks, ice blade covers, and ice hockey shoes increased by 553% and 420% year-on-year respectively. %, 368%, 328%, 266%, 125%.
The Winter Olympics also made the public’s enthusiasm for ice and snow travel unprecedentedly high. Qunar data shows that the number of tickets sold on the platform’s ski resorts has doubled compared to last year’s Spring Festival holiday.
Beijing has the most popular ice and snow rinks. Huaibei, Nanshan, Jundushan, Shijinglong, and Yuyang ski resorts are all crowded into the popular TOP20 ski resorts; Qunar data shows that the number of tickets for Beijing ski resorts during the Spring Festival holiday all exceeded the number of tickets for the same period during the Spring Festival in 2019 before the epidemic. more than 2 times. Beijing’s natural ice rinks, such as Shichahai and the Summer Palace, also usher in a peak of tourists during the Spring Festival.
According to the analysis of Qunar Big Data Research Institute, ski resorts in the inner suburbs of northern cities have more traffic, while southerners are happy to check in to the ice and snow parks in the city. Shaoxing Qiaobo Ice and Snow World, Guangzhou Sunac Snow World and other urban ski resorts saw their ticket volume during the Spring Festival holiday increase by more than 2 times compared to the week before the festival. In Harbin in Heilongjiang, Baishan in Jilin, Altay in Xinjiang, Shennongjia in Hubei and other places, the bookings of surrounding hotels driven by ice and snow tours exceeded the same period last year by more than 2 times.
In terms of unit price, Yunnan Lijiang Yulong Snow Mountain Ski Resort, Jilin Changbai Mountain International Ski Resort, and Jilin Songhua Lake Ski Resort have become the most “gold-absorbing” ski resorts. Qunar platform data shows that in these ski resorts, most tourists choose to stay for more than 2 nights, and the unit price is more than 2,000 yuan. Some of the hotels around Jade Dragon Snow Mountain in Lijiang cost more than 4,000 yuan per night.
The enthusiasm for ice and snow travel is not limited to the north. According to Fliggy’s data, among the orders for ice and snow tourism during the Spring Festival in the Year of the Tiger, the top ten cities of origin are: Beijing, Shanghai, Guangzhou, Chongqing, Chengdu, Hangzhou, Shenzhen, Wuhan, Jinan and Dalian. city. Interestingly, the southern city occupies seven seats.
A number of characteristic ski resorts have emerged in the south, and it is becoming more and more convenient for southerners to ski at their doorstep. Guangzhou Sunac Snow World, Anji Jiangnan Tianchi Ski Resort, Hangzhou Damingshan Wansongling Ski Resort, Chengdu Xiling Snow Mountain Ski Resort, Shennongjia International Ski Resort, etc. are all popular ski resorts in the south.
Generation Z is becoming a new force in ice and snow tourism. According to Fliggy data, the number of bookings for the post-00s Spring Festival ice and snow tourism increased by more than 80% year-on-year, far exceeding other age groups. At the same time, women accounted for 60% of the booking population of ice and snow tourism orders during the Spring Festival, and more and more young women fell in love with ice and snow tourism.
Li Yang, general manager of the Marketing Department of Jingshang Tourism Group, said that the weather was fine from the fourth to the sixth day of the Spring Festival this year, and the number of ticket reservations for Anji Yunshang Prairie Ski Resort has doubled from last year. Tribal Hotel and Yunshanjing Holiday Apartment Hotel were full for 3 consecutive days. The source of tourists is mainly from local and surrounding young people.
Wang Dandan, sales director of Beidahu Ski Resort, said that during the Spring Festival this year, the number of passengers coming to ski has tripled year-on-year, which is even more popular than before the epidemic. Orders from the Fliggy platform accounted for nearly half of online orders. More and more female snowboarders come to ski, and skiing with babies has also become a new trend.
Wu Ruoshan, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences, believes that ice and snow tourism has become the hottest tourism form during the Spring Festival of the Year of the Tiger due to the simultaneous holding of the Beijing Winter Olympics. And many other types of products have brought many choices for tourists to play ice and snow. New subdivisions such as ice climbing, curling, and extreme snow sports will attract more young people’s attention. Compared with northerners’ familiarity with ice and snow, southerners have more curiosity and expectation for ice and snow. In recent years, with the gradual increase of southern ski resorts, the “potential” ice and snow consumption demand in the southern region has been gradually released, and ice and snow tourism has become a real “national tourism”.
In addition, Qunar platform data shows that hotel bookings during the Spring Festival in 2022 are nearly four times that of 2021.
Lan Xiang, director of Qunar Big Data Research Institute, analyzed that the proportion of tourists on short-distance tours and outings during the Spring Festival this year reached more than 70%, and most of the increased hotel bookings came from the demand for “stay-hotel” in the Spring Festival. Unable to travel far, many local and surrounding tourists choose to bring their family and family to find a comfortable hotel for one night to relax during the New Year. They stayed in hotels for a shorter period of time, averaging 1.7 days, which was lower than 2 days in 2019 before the epidemic; post-80s accounted for 40%, and parent-child trips accounted for more than 60%.
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