Consumption Report: 660 Million New Year'S Parcels For The Local Lunar New Year, With A 68% Increase In The Proportion Of "Food For One Person"

The Spring Festival in 2021 is unprecedented and special, with 100 million people celebrating the new year in situ. With the end of the small long holiday, consumption reports of major Internet platforms are also coming out.

A few days ago, the latest data released by the Ministry of Commerce showed that from New Year's Eve to the sixth day of the first month (February 11-17), the sales volume of key retail and catering enterprises in China was about 821 billion yuan, 28.7% higher than last year's Spring Festival Golden Week, and 4.9% higher than that of the Spring Festival Golden Week of 2019. Affected by e-commerce promotion and on-site delivery of parcels by relatives and friends during the Spring Festival, the national postal express industry received and delivered 660 million express packages, up 260% year-on-year.

"Spring Festival express packages are mostly gifts sent by food, agricultural products and relatives and friends, directly reflecting the vitality of online consumption." Wang Fengru, director of the postal safety center of the State Post Office, said.

The Spring Festival consumption reports released by Alibaba, meituan, dingdong and other platforms are also supported. Festival consumption is still hot, and some new consumption phenomena also emerge.

For example, during the Spring Festival, the parcels of new year's goods went to the top ten labor exporting provinces in China, and people sent "nostalgia" between the epidemic situation and family affection. On New Year's Eve, there are not only reunion dinner, but also lonely "one person's food" flowing between the city lights.

In addition, the data released by the energy chain research institute showed that during the holidays from February 11 to February 14, the public travel demand decreased significantly, with the weekly ratio of fuel consumption decreased by 45% and the weekly cycle ratio of charging volume decreased by 52%. Affected by the "local Spring Festival" initiative, the proportion of cross city mayors to refueling and charging users is lower than in previous years, and the number of short-distance mobile users between neighboring cities has increased significantly.

Due to the reduction of travel radius, local hotels, scenic spots and "cloud tourism" have become hot choices for the Spring Festival. Watching movies, staying at home for fitness and keeping pet bring new trends to the Spring Festival consumer market.

Young people purchase new year's goods into the mainstream

New year goods are the proper meaning of the New Year customs. What to buy, how to buy and who to buy can reflect the consumption trend, intergenerational change and social change.

Rookie data shows that from February 4 to February 15, the number of deliveries without closing during the Spring Festival is four times that of the same period of the lunar calendar in 2019, and the delivery volume of three links and one delivery is more than eight times that of the same period of the lunar 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 10 provinces with an increase in package inflow (compared with the Spring Festival in 2019), and most of these provinces were labor outflow provinces.

The post-90s and post-00s filial piety elders also have three new big pieces. The consumption growth rate of "black Technology Annual products" such as sweeping robots and window cleaning robots exceeded 100% and 300% year-on-year, and the floor washing machines 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 sales of domestic time-honored brands during the Spring Festival.

All along, Spring Festival consumption is the epitome of the upgrading of the consumption structure of the whole society. According to the data of tmall global, the sales volume of imported foreign wine increased 10 times from February 4 to February 15. Leiyunshang, Tongrentang, Pianzihuang and other brands increased by 196.3%, 173.9% and 108.7% compared with the same period of last year's lunar calendar, and the transaction volume of massage guns increased by more than seven times compared with that of last year's Spring Festival.

Young people who choose to "celebrate the new year on the spot" not only buy all kinds of spring festival needs from e-commerce platforms. They also tend to look for drinks, ingredients, gifts and general merchandise for the Spring Festival from takeout.

"Since the 29th of the twelfth lunar month, the number of orders for Spring Festival couplets and Fu characters related to spring festival customs began to increase significantly; during the holiday period, users not only ordered snacks, fruits and drinks, but also bought more than 20000 sets of mahjong cards." The person in charge of meituan's flash purchase told the 21st century economic report that as of the fourth day of the year, 26000 pairs of Spring Festival couplets, more than 40000 characters of "Fu" and more than 20000 sets of mahjong cards had been sold.

According to meituan's flash purchase data, the top five items with orders during the Spring Festival were gift flowers, mixed fruit gift boxes, nut gift boxes, chocolates and cherries. Valentine's Day gifts are concentrated in three areas: expressive bouquet, big brand beauty and "hard core currency" electronic products.

Among them, "gift flowers" search volume increased more than 30 times on a week earlier, "11 roses" related products were the best sellers. Among them, the sales volume of big brand cosmetics is expected to be about five times that of the same period last year; the apple product series, which was launched only last year for takeaway, has also become a rookie of Valentine's Day gifts. "IPhone 12 series and Iwatch are sold in pairs." The person in charge of the aforementioned flash purchase of meituan disclosed.

Affected by e-commerce promotion and on-site delivery of parcels by relatives and friends during the Spring Festival, the national postal express industry received and delivered 660 million express packages, up 260% year-on-year. -Xinhua News Agency

"One person food" orders up 68%

Under the call of "local Spring Festival" this year, many young people who are used to going home to "lie down for the Spring Festival" have begun to practice their own "new year flavor", which also makes single meal popular during the Spring Festival.

According to meituan's takeout data, during the Spring Festival (from New Year's Eve to the second day of the first day of the Lunar New Year), the number of orders from nationwide takeout increased by 81% and that of quality merchants increased by 72%. The proportion of "one person food" orders increased by 68% compared with last year. In addition, the Spring Festival consumer population also showed a younger trend. Data shows that during the Spring Festival, 26% of the users under the age of 25 made orders through meituan takeout.

In previous years, there was a large flow of people returning home for the Spring Festival. However, this year, many people chose to stay in the city where they worked. This also made the customers of underground order takeout still mainly those who ordered in the "permanent residence". During the Spring Festival, 81% of the customers who order takeaway orders from the "home station" account for as much as 81%. Take Beijing as an example. During the Spring Festival, most of the customers who order takeout in Beijing are still those who order orders in Beijing. The proportion reaches 94%, which is 10% higher than that in the same period last year. This shows that many people choose to stay in the local area for the spring Festival.

The person in charge of meituan's takeout said, "on the whole, preparing new year's goods, sending gifts from other places, and local Spring Festival parties are the three main scenes for people to order takeout during the Spring Festival. Both the order volume and the unit price of customers have increased significantly."

Not only is "one person food" popular, but also throughout the Spring Festival consumer market. On the platform of tmall, the sales of pet clothing, pet New Year's Eve dinner and pet traction belt increased by more than 100% year-on-year. Shanghai people bought the most "pet New Year's Eve dinner". Under the situation of normalization of epidemic prevention and control, many families also reduced their visits to relatives and friends this Spring Festival. But the new year's blessing is still indispensable.

According to the data of dingdong shopping platform, since the first day of the new year, the sales of milk, navel orange, Satsuma, cherizi and other new year gift boxes on dingdong's vegetables have increased significantly, up 50% compared with that before the year. Many users also wrote "Happy New Year" and "happy New Year" on their orders.

With the docking of supply and demand, the help of science and technology, the interaction of warmth and warmth, and the exchange of cold and warm, people have built a different spring festival in restraint and joy. Stimulated by multiple advantages, pinduoduo, Jingdong and other platforms are also popular in the capital market. Just this week, the shares of pinduoduo, Jingdong and meituan have broken through record highs. As of February 19, the total market value of pinduoduo reached US $240.90 billion, the total market value of Jingdong US stock reached US $163.404 billion, and the total market value of meituan reached HK $2494.300 billion.

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