Customers are shopping for tonics at Yuanding Farm Store, Changying Tianjie, Beijing. Our reporter Kang Pu photo
Recently, Linyi City, Shandong Province opened its doors to welcome guests, and more than 300 old brands and honest businesses settled in, attracting many citizens to buy new year’s goods. Xinhua News Agency reporter Li Ziheng photo
As the Spring Festival approaches, people choose Spring Festival couplets, blessings, lanterns and other new year goods to greet the Spring Festival with great prosperity. The picture shows the citizens of Nanjing, Jiangsu Province, shopping for Spring Festival ornaments in a trade city on January 13th. Photo by Su Yang (People’s Vision)
Beijing Chaoyang District Changying Tianjie Shopping Center is crowded with people, and Yonghui Supermarket is full of people. All kinds of lanterns and Chinese knots with rich, safe and blessed characters are scattered from the ceiling, creating a festive and peaceful atmosphere.
The year is approaching, and the flavor of the year is getting stronger. When it comes to buying new year’s goods, eating, drinking, wearing and daily use are indispensable, and every household is busy for this.
Fairs, trade fairs, supermarkets, and e-commerce platforms have started the New Year Festival early, and the dazzling array of goods makes people eye-catching.
What do consumers have in their shopping carts? What has changed compared with previous years? Which domestic brands are favored for the new year? Reporters go in and out of supermarkets and fairs, visit e-commerce, and show you this year’s new year’s market.
New marketing, old brands continue to be strong.
"Hurry to prepare for the weekend, you can’t do it at once, supermarkets, shopping malls, and markets have to go to many places." In Yonghui Supermarket, Changtian Street, Chaoyang District, Beijing, Ms. Wang stuffed several cheap square roast duck gift boxes into an already full shopping cart. "Some time-honored brands are bought every year, and the Chinese New Year is just a familiar taste! Daoxiang Village cakes are bought for the elderly, and roast ducks bring a few boxes to relatives and friends. Everyone loves to eat old brands and has a bottom in their hearts. "
"From the multi-point statistics, in Beijing, Quanjude, Niulanshan and Sanyuan are the representatives of ‘ Jingwei ’ New year gift boxes sell well; In Zhejiang, consumers prefer Shaoxing Huadiao wine, and 53-degree flying Maotai is also on the list. " Liu Guihai, a partner of multipoint Dmall, said.
The shelves of old products are often surrounded by customers, while some unfamiliar faces are often ignored.
"It’s the same in our store. The new brand this year is not as good as the old brand." Zhao Pu, general manager of Super Species Beijing, told reporters frankly. "The new brand, you see and went away, very few people are willing to try, or choose the old brand more at ease. The same is true for fruits and vegetables. For example, the 17.5 orange of Nongfu Spring has been deeply loved by consumers in recent years, and the fruits of Happy Orchard have also sold well. "
Turn your eyes to the southwest of China. Chengdu Century City Convention and Exhibition Center in Sichuan is crowded with people, and the Spring Festival shopping festival is in full swing, just like Sichuan red oil hot pot. On January 11th, the first Saturday after the launch, the sun was shining brightly, and more than 80,000 people poured into the Convention and Exhibition Center, making people overwhelmed with all kinds of exhibition halls.
Pengzhou Jiuchi salted duck, Zigong cold rabbit, Jianmen native chicken, Jinhua ham, Dalian seafood, etc. The local products and old brands in Sichuan and all over the country are mouth watering, and the stable quality formed over the years has taken root in consumers’ hearts.
Old brands keep up with the new marketing trend, which is also an important factor for the continued strength of products.
"Ready, all the girls! Coming, the Great Wall is red! There are still 8,000 sets, 6,000 sets, and 1,000 sets left. Let’s go to the next one … …” In 12 seconds, a 6-bottle Great Wall Cabernet Dry Red was snapped up by fans in the live broadcast room in Li Jiaqi.
With the continuous reduction of tariffs in China, domestic red wine is facing more intense competition. During the New Year Festival, Great Wall Wine achieved good sales results with the help of e-commerce live broadcast and online celebrity delivery.
Precision marketing also contributed. Multi-point Dmall integrates online and offline through personalization and digitization, helping Wuhan Zhongbai Supermarket to increase the sales of Great Wall dry red wine by 1.4 times year-on-year.
In the south where there is no heating, air conditioning has become a necessity for many families in winter. How can we win consumers in the fierce competition of the New Year Festival?
The answer to the beautiful air conditioner is to use popular elements to match the folk culture of the year to arouse consumers’ good memories about the folk customs and tastes of the year.
While launching the online activity of "Making a list for the hometown customs", Midea also launched several animated short films. In the animation "Song of the twelfth lunar month", "Twenty-three, candied melons stick … … Twenty-seven, buy beauty! … … Watch the Spring Festival Evening on the 30 th night, and the beautiful air conditioner will celebrate the New Year! " The cheerful soundtrack and the adapted lyrics make people laugh, and the marketing slogan of "Beautiful New Year Festival, Warm China Year" is kept in mind.
Abandoning the single promotion discount and starting from the emotional needs of consumers, it is not only a new year’s promotion, but also a new attempt to build a brand by using interesting and heart-warming marketing methods to evoke people’s common memories of the new year’s customs.
New elements, young people lead the trend.
During the reunion of relatives and friends in the New Year, drinking is indispensable. Besides white wine, red wine, yellow wine and beer, what other choices are there?
A "post-90 s" girl is tasting several colorful fruit wines in the super species store in Changying Tianjie. "The liquor is too strong, and the taste is very strong. After drinking it, the head is stunned, the fruit wine is lower, and the taste is richer. This booth has different choices such as lychee, green plum and peach, which is very suitable for girls to drink at parties."
"Fanzui Flower Pavilion has not been promoted in Beijing for a long time, and the consumer market has not been fully opened, but it is more popular in the southern market." Salesman introduction.
Generally speaking, fruit wine is still a new face in China. Xiao Liu and his wife, born after 1990s in Shijiazhuang, Hebei Province, created a fruit wine brand called "Buqiang", which specializes in hawthorn wine and plum wine. The output is not high, but they have accumulated a stable customer base. After several months of brewing, it will be listed in time for the coming of the Spring Festival.
"The wine is seriously homogenized, and we want to bring some different flavors to young people who are pursuing new ideas." Xiao Liu told reporters.
In addition to the online shopping festival created by e-commerce platforms such as "double 11" and "June 18th", the Spring Festival is another peak time for people to buy electronic products. Under the guidance of young people, electronic products have become an important category of new year’s goods. Especially in the past two years, mobile phone brands in China have risen collectively. In 2019, the construction progress of 5G signal base stations has been accelerated, and 5G mobile phones have become the new favorite on many young people’s shopping lists.
In the recently hit TV series Joy of Life, Tian Yu, an actor who plays the role of Wang Qinian and whose popularity has soared, came to the offline store of Jingdong Home to live broadcast the goods as the "Star Store Manager". Many domestic brands such as OPPO, Glory and Xiaomi were popular among consumers.
With the continuous enrichment of goods in 2008, the traditional new year’s goods have also been played with new tricks. Spring Festival couplets are a necessary new year’s goods for every household, but they always lack new ideas, such as "people are diligent in three spring mornings, the land is fertile and the grain is abundant", "good every year, step by step" and "post-90 s" and "post-00 s", which are unconventional, and write their unique expectations for life into the Spring Festival couplets: "Get rid of poverty without losing your hair, wear gold without wearing clothes", "Become beautiful and handsome, off the charts, and have money and leisure for promotion and salary increase". … Students, white-collar workers and programmers’ whimsy of "opening their brains wide" brings new ideas to the taste of the year, and a special customized Spring Festival couplets business is also emerging.
Wang Wenjie, born in 1990s, opened an online shop in Taobao to write Spring Festival couplets. He can imitate a variety of fonts, including the round body that girls like and the running script that boys like. "Now is the peak season for writing Spring Festival couplets. Tmall New Year Festival has 100 orders every day, and at most it can write more than 300 pairs." Wang Wenjie said.
Statistics show that in the 15 days before January 7th, 2.53 million people have searched for the keyword "Spring Festival couplets", and the sales volume of Spring Festival couplets has doubled compared with last year. The surge in sales volume of Spring Festival couplets is inseparable from young people’s demand for personalized Spring Festival couplets and customized Spring Festival couplets.
New explosions, "send health" continues to heat up.
Going home for the New Year, visiting the elderly and visiting relatives and friends can’t be empty-handed. Some people want to look good in packaging, but more and more people take health as their first choice.
"If you give it to the elderly with insufficient qi and blood, I suggest you pair it with Radix Astragali and Radix Angelicae Sinensis. Young white-collar workers like you, who always stay up late and have poor sleep, should have some ginseng, dogwood, Schisandra and Ziziphus jujuba seeds. They can be paired with Poria, tangerine peel, yam and radix Pseudostellariae because they are sedentary and have heavy body moisture."
In the store of Yuanding Farm in Tianjie, Changying, the salesman introduced several collocations to customers fluently, which aroused the interest of reporters.
"Can I see your formula?"
"There is no paper, it’s all here." The salesman pointed his finger at his head.
"I have been here a few times and feel that the effect is not bad. Because work is too tired, exercise is less, I don’t avoid eating, and my lifestyle is not very healthy, so I often come here with a few prescriptions to soak in water to adjust my body. " Ms. Cheng, a white-collar worker who works nearby, told reporters, "It’s almost the New Year, so I’ll buy some for the elderly at home."
Yuanding Farm, which originated in Shanghai, brings high-quality Chinese herbal medicines from Changbai Mountain to fast-paced modern cities and provides healthy choices for people to buy new year’s goods.
Many high-end nourishing health products have also been included in the new year shopping list. According to the data of JD.COM Big Data Research Institute, the turnover of bird’s nest, donkey-hide gelatin and ganoderma lucidum spore powder increased by 263%, 122% and 71% respectively this year. Time-honored domestic products have become the explosion of new year’s goods, and the turnover of Dong ‘e Ejiao 250g has increased nearly 15 times in the same period.
Tea is also a healthy and error-prone gift.
The reporter turned over the sales record of a tea shop in Longtian Street Shopping Center. Black tea such as Zhengshan Xiaozhong and Jin Junmei and oolong tea such as Dahongpao and Anxi Tieguanyin became the most popular varieties these days, while the sales of green tea such as Biluochun and Longjing were much less.
"Black tea warms the body and nourishes the stomach, which is suitable for drinking in winter. During the Chinese New Year, people eat a lot of big fish and meat, and there is overnutrition. Oolong has a good effect of removing oil and getting tired. " The salesperson explained.
Paying attention to healthy consumption is a common tendency of consumers of all ages.
"3, 2, 1, the link! … … No, can I add it? " In the live broadcast room of Li Jiaqi’s New Year Festival, which mainly focuses on "post-90s" and "post-00s", nearly 6,000 yuan massage chairs were sold out in a few seconds. Statistics from JD.COM show that the sales of massagers and massage chairs increased by nearly 200% year-on-year. Middle-aged people prefer cervical vertebra instruments, and the number of buyers increases the fastest, reaching 72% and 61% respectively.
In addition to health care, what should I do if I have a headache, brain fever, cold and fever during the Chinese New Year? I don’t want to go out, and the hospital is overcrowded. "The child told me that I can consult an expert with Ali Health App and buy medicine online and deliver it directly to my home." Ms. Zheng, a Beijing citizen, said.
Ali Health launched Internet medical care, minor illness consultation, chronic disease follow-up, prescription online circulation, medical insurance online payment, drug delivery to the home, and the whole process of online medical treatment and drug purchase experience, which can be called "one time without running".
Parents’ well-being is a child’s greatest wish. Going home during the Spring Festival, buying a "parents’ physical examination card", accompanying the elderly to do a comprehensive physical examination, and checking physical hazards have become an important way for the younger generation to show filial piety. In addition, anti-aging, oral health, hair planting, Ali Health also launched a variety of tangible goods and services to meet the demands of different groups, so that health and beauty can accompany the New Year.
The most beautiful thing in the world is reunion. The consumption trend is changing, and the taste of the year will be constantly innovative. However, the Chinese New Year carries people’s hopes and expectations for a better life, and Chinese’s deep-seated cultural genes and common memories have not changed. Only by seizing this opportunity can domestic brands occupy a favorable position in the Spring Festival consumer market.
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