So, where did young people spend their money in the Spring Festival of the Year of the Tiger in 2022? What obvious changes have taken place in the younger consumption trend?
0 1 Who says young people don't pay attention to Chinese New Year? Don't buy new year's goods?
In the past, it was often the elders' business to buy new year's goods during the Spring Festival. Young people just need to "lie down" to enjoy themselves, and this situation has improved greatly year by year.
The consumption data of the Spring Festival in 2022 shows that young people are taking over the right to buy new year's goods and are becoming the main force to buy new year's goods. This trend is more obvious this year, and the growth rate of young consumers after 90 and 95 is rapid.
According to the above report released by CBNData, 86% of young consumers buy new year's goods through online e-commerce.
Young people's new year's consumption includes not only new year's gift boxes, preparing new year's eve dinners, and buying snack packages. , including electronic products and other "electronic new year goods", a large number of all-encompassing.
For example, even if you can't cook, you can make young people become "chefs" in a second, and the dishes prepared in advance become explosive products in the Spring Festival. According to the consumption data of Box Horse New Year's goods, the sales of pre-made New Year's goods increased by 345% compared with 20021Spring Festival.
No matter where young people celebrate the New Year, it is essential to buy new year's goods. At the same time, young people buy new year's goods to treat themselves and enjoy consumption.
In 2002, when the Spring Festival met the Winter Olympics, it was "hard to find a pier", and young people set off an upsurge of ice and snow consumption.
Ice and snow sports and ice and snow tourism, which were already very popular, heated up rapidly during the Spring Festival, especially with the opening of the Beijing Winter Olympics, which further ignited the national enthusiasm for ice and snow sports.
From New Year's Eve to the fourth day of the first month, the sales of Tmall ski equipment exceeded 180% compared with last year, and the sales of ice sports related categories increased by more than 300%.
Generation Z is becoming a new force in ice and snow tourism, and the heat of ice and snow tourism continues to rise. After hot spring skiing, it has also become a new way for young people to unlock ice and snow tourism.
Flying pig data shows that the booking volume of ice and snow tourism in the Spring Festival after 00 increased by over 80% year-on-year, far exceeding other age groups. During the Spring Festival, the order volume of "Ice and Snow+Hot Springs" combination goods increased by more than 40% year-on-year.
Nowadays, many young people's experience demand for ice and snow sports/tourism has not only stayed at the level of basic sports/tourism projects such as skiing, skating, watching ice sculptures, watching snow and playing with snow, but also new sub-sectors such as ice climbing, curling and extreme snow sports are attracting more young people's attention.
Another highlight of young people's consumption in the Spring Festival of 2022 is the "Winter Olympics consumption fever".
One of the most representative is that the ice pier is completely on fire, which shows that "one pier is hard to find". During the Spring Festival, the official flagship store of Beijing 2022 was put on the shelves 10 minutes, and the online flagship store was also sold out.
Pet owners should also have a happy Spring Festival.
Pet consumption in the Spring Festival has become a hot spot in recent two or three years, and the consumption fever in the Spring Festival holiday in 2022 is even more popular.
Nowadays, young people have regarded pets as family members, and they have to live a good year. Moreover, pets have the custom of "Chinese New Year", "Pet New Year's Eve", wearing new clothes, caring for beauty and even putting up couplets.
The "2022 New Year Festival: A Report on the Trend of Life Consumption in the New Year" released by Taobao Live shows that during the New Year Festival, the turnover of pet clothing consumption in the live broadcast room increased by 65%.
What's more noteworthy is that in the Spring Festival of 2022, pet consumption was upgraded, such as pet foster care, and new terms and concepts such as "pet hotel", "pet homestay", "pet nursery" and "pet resort" appeared.
For example, in Shanghai, during the Spring Festival, the average cost of pet foster care is around 200 yuan every day, but the price of some "luxury rooms" for pet foster care is as high as 600 to 700 yuan every day.
The above are just new NBS products, which have selected three most representative consumption hotspots for young people during the Spring Festival.
Social entertainment forms such as script killing and immersive board games, which are popular among young people, will continue during this Spring Festival.
What obvious changes have taken place in the younger consumption trend during the Spring Festival in 2004?
According to the new products of the National Bureau of Statistics, the consumption in the Spring Festival of the Year of the Tiger in 2022 is not only more obvious, but also shows many obvious changes.
Trend 1: Young people pay more attention to traditional holiday consumption.
Many people often sigh that "the taste of the year is getting weaker and weaker now", but in everyone's heart, they all have new expectations for the new year.
Although the characteristics of young people's consumption are very obvious, with the growth of young people's age, especially under the impetus of the trend of "Spring Festival+National Tide", young people pay more and more attention to traditional festivals and holiday consumption.
In the future traditional festivals in China, merchants and brands should continue to increase the marketing of traditional festivals.
Trend 2: Young people's holiday consumption is more diversified.
During this Spring Festival, the diversified consumption trend of young people's holiday consumption is more obvious.
For example, it used to be said that young people don't like drinking, and even capital can't teach young people to drink.
However, during the Spring Festival this year, many young people began to buy liquor, and low-alcohol liquor became a consumption choice for many post-90s and post-90s.
Although the whole liquor consumption market is relatively normal during the Spring Festival in 2022, low-alcohol liquor has won the favor of young consumers and is becoming a new bright spot in the liquor industry in the future.
The traditional consumption wine industry represented by liquor is accelerating to be younger and closer to young people, which shows that the trend of younger consumption is becoming more and more obvious.
Trend 3: Young people's holiday consumption is more "pragmatic".
It is said that young people are blindly consuming and ahead of consumption. However, in this Spring Festival, young people's holiday consumption shows pragmatism.
New products characterized by practicality, such as 3C, small household appliances, smart watches and sweeping robots, should also be "practical".
More interestingly, even during the Chinese New Year, young people will never forget to keep in good health. In the consumption proportion of Tmall platform's nourishing and health-care time-honored brands, the proportion of consumers after 95 is also rising.
Young people pay more attention to practicality in holiday consumption, which further shows that young people pay more attention to the quality of life and consume more rationally.
What is more worth looking forward to is that in the big consumption ecology in 2022, the trend of younger consumption will be more obvious, which will inject more and more new vitality into the consumer market.
Young you, where did you spend your money this Spring Festival?