Douyin e-commerce released a data report on the New Year’s Day: domestic brand sales increased by 258% year-on-year – DoNews

DoNews News on January 20 (Tian Xiaomeng) On January 20, Douyin E-commerce released the “2022 Douyin Good New Year’s Goods Festival Data Report” (hereinafter referred to as the “Report”), showing the characteristics and trend.

The report shows that from January 1st to January 16th, Douyin’s e-commerce live broadcast room accumulated 31.71 million hours, and the cumulative number of viewers in the live broadcast room reached 42.4 billion. As of January 16, the number of views of the #TikTok Good Things New Year’s Festival topic was 44.5 billion times.

Taking advantage of the characteristics of interest e-commerce, Douyin e-commerce has created interactive games with a New Year’s atmosphere such as “exploding firecrackers” in the New Year’s Day promotion. According to the data, the number of participants in the interactive gameplay of “exploding firecrackers” reached 15.53 million.

Local specialties are popular, and sales of seasonal fresh products have quadrupled

It is reported that Douyin e-commerce set up a special “Hometown New Year’s Festival” to meet the different needs of users across the country, and you can also taste the taste of your hometown during the New Year. The report shows that Douyin e-commerce cooperates with 23 provinces (autonomous regions and municipalities) across the country, driving sales of 3.019 million local goodies. Among them, Guangxi snail noodles, Xinjiang cheese, Henan braised noodles, Hubei hot dry noodles, and Inner Mongolia sunflower seeds and melon seeds are the most popular products in the special session.

The report shows that during the New Year’s Day, Douyin e-commerce launched 319,000 seasonal agricultural products, and the sales of fresh agricultural specialties increased by 420% year-on-year. Guangxi crispy persimmons, Lianyungang dragon mustard vegetables, Shandong butter fuji yellow apples, Shaanxi kiwi fruit, Sichuan rake oranges are very popular, ranking the top five in the sales of fresh products at the source.

Relying on Douyin’s interest e-commerce, domestic products have gained new development. During the New Year’s Day, many big brands of domestic products continued to launch high-quality products and cooperate with preferential measures to meet consumers’ shopping needs in the New Year. The report shows that the sales of domestic brands on the platform increased by 258% year-on-year during the Chinese New Year Festival. It is worth noting that Douyin e-commerce launched a special event for the food industry’s “Domestic Brands Day” during the New Year’s Day. During this special event, the number of domestic product brands’ self-broadcasted views, interactive likes, and comments reached 120 million times.

The demand for cultural consumption is strong, and the sales of intangible cultural heritage and books have doubled

For many people, the Spring Festival holiday is a good time to “recharge” reading, and to welcome the new year with the fragrance of books in the rare leisure time. The report shows that during the New Year’s Day, book sales on the Douyin e-commerce platform increased by 166% year-on-year. Children’s books, inspirational, novels, parenting, and literature are among the top sellers. Among literary books, Nobel Prize winner Mo Yan’s “Life and Death Fatigue” ranks first in sales.

In order to protect traditional skills and help non-genetic inheritance, Douyin e-commerce launched the “Seeing Crafts Plan” in 2020. Under the promotion of this plan, non-genetic inheritors and craftsmen have opened up new markets in Douyin e-commerce. The report shows that during the New Year’s Day, the sales of traditional handicrafts increased by 62% year-on-year. Intangible cultural heritage Jiajiang fermented bean curd, handmade maltose, Xianghe Pastry Shop New Year Reunion Gift Box, Gorgon Cake Gift Box, Liudao Wooden Bracelet and other products with traditional skills are very popular.

The Beijing Winter Olympics are about to start, and ice and snow sports products continue to sell well. The report shows that during the New Year’s Day, the sales of the seven major items related to the Beijing Winter Olympics increased by 639% year-on-year. Ski suits, quick-drying clothes, outdoor sports waterproof gloves, cold-proof ski hats, and table curling balls ranked among the related items of the Winter Olympics. Top 5 merchandise sales. Taking advantage of the Spring Festival to enter the ski resort and feel the joy of ice and snow sports has become a new choice for many people.

New Year’s protection is not slack, and sales of protective equipment have increased significantly

The epidemic prevention and control is not relaxed, and the consumer demand for protective equipment such as masks and alcohol has always been strong. The report shows that during the New Year’s Day, the sales of disposable masks on the Douyin e-commerce platform increased by 476% year-on-year, and the sales of alcohol increased by 92% year-on-year. In addition, the sales of disposable gloves and disposable hand sanitizer increased significantly, up 394% and 951% year-on-year respectively.

The report also presents the consumption trends of New Year-related commodities. During the New Year’s Day, the five best-selling products on the platform are Spring Festival couplets seamless glue, Menghu portable DIY lanterns projecting the word “Fu”, Huhu Shengwei creative red envelopes, car magnetic couplets, and decorative Chinese knots. The sales of New Year’s custom products have created a strong festive atmosphere, and also allowed traditional culture to gain new vitality with the help of e-commerce platforms.

The relevant person in charge of Douyin e-commerce said that this year’s New Year’s Day is a big promotion. Douyin e-commerce has set up “Hometown New Year’s Day”, “Ingenuity New Year’s Day” and “Domestic Brand Day” around the theme of “buying New Year’s goods in advance and letting love go home first”. and other special special events to meet the different consumption needs of users across the country. During the New Year’s Day, the sales of seasonal fresh products, big-name domestic products, traditional handicraft products, books, protective equipment and other commodities on the platform have increased significantly. In the upcoming “Spring Festival Don’t Close” event, Douyin e-commerce will also continue to provide better prices and better products to help more consumers buy their favorite products.