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“Send love home” Spring Festival consumption report From Alibaba

The following is the “Send love home” Spring Festival consumption report From Alibaba recommended by And this article belongs to the classification: Life data.

Recently, Alibaba released a spring festival consumption report called “send love home”.

The Spring Festival in 2021 is unprecedented and special, with 100 million people celebrating the new year in the same place becoming “original people”. On the one hand, the public is in awe of the epidemic, on the other hand, they take care of their family relationship, and maintain a positive balance between the small family and the overall situation. The awareness of epidemic prevention has increased, the festival consumption has not decreased, and new consumption phenomenon occurs frequently.

The report points out that the local new year has given birth to many new consumption phenomena. The reverse rush of new year’s goods in hometown and Taobao’s new year’s greetings make people feel homesickness between the epidemic situation and family affection. One person food and semi-finished New Year’s Eve meal expand the extension of new year’s Eve meal. The travel radius is smaller, but playing hotels, visiting scenic spots and “cloud tourism” become the hot choices for the Spring Festival. Staying in the city to celebrate the new year promotes the self happy economy, and revenge watching movies, staying at home to keep fit and keeping pets are the consumer markets for the Spring Festival Fresh air.

In the face of large-scale space-time changes in passenger flow and consumption, the supply side responded quickly, “Spring Festival does not close” has become the collective choice of major platforms and businesses. Millions of logistics practitioners stick to their posts, local life service platform does not close, offline shopping malls open Both online and offline are actively responding to the call of the state, finding new hot spots in consumption, finding the right demand in structural changes, and combining expanding consumption with improving people’s quality of life, so that the domestic consumer market of the Spring Festival presents the overall characteristics of “sufficient supply” before the festival, “convenient logistics” during the festival, and “warm” consumption with characteristics.

01. Taobao’s new year’s greetings and new year’s goods running in opposite directions

New year goods are the proper meaning of New Year customs. What to buy, how to buy and who to buy new year’s goods can reflect consumption trends, intergenerational changes and social changes.

Rookie data show that from February 4 to February 15, the delivery volume of the Spring Festival without closing is four times that of the same period of the Chinese calendar in 2019, and the delivery volume of the three links and one express is more than eight times that of the same period of the Chinese calendar in 2019. From December 23 to December 26 last year, Qinghai, Tianjin, Yunnan, Guangxi, Hainan, Guangdong, Ningxia, Sichuan, Chongqing and Inner Mongolia were among the top ten provinces (compared with the Spring Festival in 2019), most of which were labor outflow provinces.

The post-90s and post-00s are in the C position on the family stage, and they have the right to purchase new year’s products for the first time, making the consumption of new year’s products younger, more brand-new and more intelligent. Filial piety elders have three new products. The consumption of “black technology new year products” such as floor sweeping robots and window cleaning robots has increased by more than 100% and 300% year on year, and the floor washing machine has increased by 18 times. Time honored brands are not willing to be outdone. Maotai, Wuliangye, Yanghe, Luzhou Laojiao and Xinghua village occupy 5 seats in the top 10 spring festival sales of time-honored brands in China. No wine, no joy is the eternal mood of Spring Festival.

Spring Festival consumption is the epitome of the upgrading of the consumption structure of the whole society. In the past, people thought more about “how to buy”, but today they pursue “how to be better”. According to tmall global, the sales of imported foreign wine increased 10 times from February 4 to February 15. “Healthy annual gift” is also on the rise. According to tmall data, brands such as leiyunshang, Tongrentang and Pianzihuang increased by 196.3%, 173.9% and 108.7% compared with the same period of last year’s lunar calendar, and the turnover of massage guns was more than seven times that of last year’s Spring Festival. Behind the comfortable and healthy Chinese New Year is that domestic consumption gradually surpasses “face” and attaches importance to “interior”.

During the Spring Festival on the spot, parents sent local special food from their hometown. Tens of millions of young people in the city were loved to feed them. Instead of “local specialties in the trunk”, the “spring festival goods rush in the opposite direction”. Rookie data show that from Laba to Xiaonian, the average number of packages sent from counties to big cities this year increased by more than 20%. Among them, Gansu, Guizhou, Chongqing and other provinces with large population outflow, and the year-on-year growth rate of “hometown flavor” was the highest, while Guizhou’s pickled cabbage, Hunan bacon, Chongqing chili and Yunnan ham became the popular new year flavor among netizens. And when the spring festival meets Valentine’s day, the feeding of love has another meaning. According to tmall data, lipstick, make-up suit, fairy water, electric toothbrush and beauty instrument are the most popular Valentine’s Day gifts this year.

02. Semi finished new year’s Eve dinner meets self hi economy

The consumption ecology of new year’s Eve dinner has also quietly changed. Epidemic prevention drives the new year’s Eve dinner “from the lobby to the online”; group meals promote the “reconciliation of North and South tastes”, and the attraction of “semi-finished products” is greatly enhanced. From the 28th of the twelfth lunar month to the new year’s eve of the lunar calendar, the semi-finished takeout of the new year’s Eve dinner on the hungry platform increased four times year on year. Meanwhile, low calorie menus are popular. Taobao found that the calories of new year’s Eve meal have dropped three times in the past three years, and this year’s popular menu calories have dropped 29% compared with last year.

Not only is “one person food” popular, “self hi economy” also runs through the whole spring festival consumer market.

Because there is no need to be separated from the owner, pets have become the happiest group in the Spring Festival. It has become a catchword to have both cats and dogs and to pay New Year’s greetings with pets. On tmall, the sales of pet clothes, new year’s Eve dinner and traction belt increased by more than 100% year on year, and Shanghai people bought the most “New Year’s Eve dinner for pets”.

The rise of low alcohol wine has also become a small trend that can not be ignored during the Spring Festival. According to the figures of tmall New Year’s festival, the number of people who bought fruit wine doubled last year, and nearly 7% of them became women.

After a year of ups and downs, the Spring Festival stalls finally ushered in a retaliatory rebound. According to the data of Lighthouse professional edition, as of 9:30 a.m. on February 16, the total box office (including pre-sale) of China’s film market in 2021 exceeded 10 billion yuan, and the total number of viewers reached 229 million. From January 28 to the fourth day of the first month, more than 1.3 billion people poured into Youku to watch the TV series, with an average daily viewing time of nearly 1.5 hours. The TV series that young people want to watch most is country love 13.

Home life has become a good time for fitness. In leisure fish, rowing machine, fascia gun, rope skipping and other fitness equipment are popular in the same city. After one year’s experience, people know more about self relaxation, self pleasure, self motivation and self-improvement under the normalization of epidemic prevention.

03. The travel radius of “one yard first” is the smallest, and the depth tour is popular in the province

Judging from the habit of going out during the Spring Festival, whether going out to restaurants or shopping malls, it has become a muscle memory for most people to go out first, and the nucleic acid detection New Year greeting can be called a new social etiquette.

Before the Spring Festival, the new crown nucleic acid testing appointment service of Alibaba health medical deer app has covered more than 159 cities, and more than 100 cities support on-site nucleic acid testing appointment. In Zhejiang, Hubei, Zhengzhou and other places, Alibaba cloud’s “cold chain code” has realized the closed-loop traceability management from the first stop of the supply chain to the smallest packaging of products in the consumption link, which has put a reassuring stamp on the Spring Festival.

The travel radius is smaller, and the peripheral travel and in-depth travel within the province become the alternative. According to flying pig data, Sanya, Kunming, Lijiang, Guilin and Xishuangbanna are no longer the most popular tourist cities for the Spring Festival this year, but first-line and new first-line cities such as Hangzhou, Shanghai and Shenzhen. During the Spring Festival, the booking volume of local tourism on Feizhu platform increased by more than 660% compared with the same period last year. Playing hotels, visiting scenic spots and “cloud tourism” directly promoted the increase of 30% – 100% in the unit price of E-sports hotels, pet lodging and Baodong Hunpu villa. Of course, there are young people who stay at home, simply through the travel live. On the eve of Lunar New Year’s Eve, watching Leshan Giant Buddha “embracing Buddha’s feet at 0:00” and enjoying the intangible cultural heritage New Year’s Eve dinner of Xiangji Temple across the air, the number of live viewers of flying pig travel this year increased by nearly 1000% year on year.

The travel radius is reduced, which is confirmed by Gaode data. From February 12 to February 15, although the number of travelers increased by 162% year on year, the navigation mileage per capita decreased by 30% year on year, indicating that more people choose short distance travel. The number of new energy vehicle trips has increased greatly. During the Spring Festival, the number of people at shanggaode map souchong power station increased 315% year on year. In addition, in order to serve the local Chinese New Year crowd, the number of online taxi drivers left behind by Gaode taxi this year is 3.9 times that of the same period last year. Offline shopping malls undertake huge urban passenger flow without closing. The number and amount of consumption of 65 Yintai department stores nationwide increased by 46% and nearly 20% compared with the same period of the lunar calendar in 2019, and the number of regular orders increased by seven times. According to the age distribution of consumer users, the proportion of Post-00 and post-60 is increasing. Of course, the preferences of users in different cities are also different. According to the data, Chongqing is the most popular city for karaoke during the Spring Festival, Shanghai is the city for spa, Beijing is the most popular city for parent-child entertainment, and Chongqing is the top city for secret escape.

This is destined to be a different year, is also destined to be a warm year. From Laba to the first day of the first month of this year, more than 300000 warm heart orders were sent to blue knight by users of hungry Mody. From “take your time, don’t worry” on weekdays to “Happy New Year” on holidays, warmth continues.

At the same time, AI of Alibaba’s many business units has set a new record of “Spring Festival duty”, promoting more reunion. Ali Damo academy has made full use of its scientific and technological advantages to upgrade its dialect recognition ability in many regions. This year, it has completed more than 260000 calls in Hebei Province. Xiaomanlu logistics robot, a professional “last three kilometers” logistics service, provides “contactless distribution” for many communities across the country. In some rookie cat super warehouses, rookie “little blue man” AGV can sort hundreds of thousands of packages every day to ensure people’s livelihood.

With the integration of supply and demand, the help of science and technology, the interaction of warmth, and the exchange of cold and warm, people “send love home” in restraint and joy to build a new spring festival. More reading: Alibaba: reading report of Chinese people in 2018, 5.5 paper books per capita, Alibaba public welfare disability assistance report (attached with download) Renmin University of China: Research on employment absorption and driving ability of Alibaba retail e-commerce platform in 2017 (attached with download) KPMG: global science and technology innovation report in 2018 Alibaba: the most admired Chinese company in 2017 Alibaba ranks the first in the list: information chart Alibaba pedestrian street economic report in 2019 Alibaba pedestrian street economic report in 2019 (with download) Alibaba health: total health consumption of Alibaba retail platform in 2014 65 billion cbndata & Alibaba Baba: big data report of Chinese New Year products (with download) Q1 Alibaba core business in fiscal year 2019q1-2021 Revenue and growth rate (attached with the original data sheet) end six consecutive quarters of profit decline, focus media out of the trough period? Zhang Yong, chairman of Alibaba board of directors: digital application and change are the trend of the times

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