New products, new services and new fashions. What new consumption did you participate in this golden week？
This year’s young people have some "strange" consumption … …
Did you get high during the "Eleventh" Golden Week? While you are "eating, drinking, and having fun", some people have "secretly" started a new consumption pattern, and clothing, food, housing and transportation reveal that they are different from others, such as wearing Hanfu, eating moon cakes with snail powder, staying in a "midnight room" and making customized trips … …
New goods
When you are still addicted to the "first cup of milk tea in autumn", some people "simply and rudely" began to buy milk tea machines, which were produced from "sales" and made as much as they drank. Many e-commerce platforms showed that the milk tea machines were selling well during the "Eleventh" holiday. Besides pearls and tea bags, some people add coffee, oatmeal, yogurt and Oreo.
Data map: Milk tea and other drinks are selling well. Wang yuanshe
When you are eating moon cakes and eating hairy crabs in the Mid-Autumn Festival, some people go to the "stomach" once and eat "hairy crab-flavored moon cakes" directly. In addition, online celebrity ice cream, snow top cake and tiger skin cake are selling well in some chain convenience stores.
An e-commerce platform shows that the taste of young people’s moon cakes is somewhat "strange", among which the snail powder moon cakes are the most popular among young consumers, and the search volume has risen by 700%. Leek moon cakes rose by 170%, and durian moon cakes also rose by 30%. Snail powder, spicy chicken, spicy strips, leeks and bubble tea-flavored moon cakes are among the top five best sellers.
Do you feel that the consumption of young people in this session is a bit "strange"? This is not enough. Retro and national style are their favorite labels. "Small commodities around the trip, such as the train ticket collection book, polaroid photo album, retro boarding pass stickers, have won the favor of young users after 1995, ‘ Eleven ’ All have good sales. "Lexin’s" Eleventh "consumption report shows that.
According to the report released by Convenience Bee, this generation of young people not only focus on health preservation, but also prefer online celebrity products. For example, drinks with 0 sugar and 0 fat, such as Coke Zero, whole wheat for bread, hairy crab for moon cakes, elements of Wushan Wuxing (a domestic animation) for peripheral products, and so on.
During the "Eleventh" holiday, some people devoted their time to the decoration. Don’t explain to them any word locks, A-class locks and B-class locks. They love fully automatic fingerprint electronic locks. According to the data of JD.COM platform, during the Eleventh Five-Year Plan period, both kitchen and bathroom and household appliances entered a high-speed growth track, among which the attention of fully automatic fingerprint electronic locks increased by over 100%.
On October 2, tourists watched a live performance about the traditional culture of Hani nationality in Yunnan Ethnic Village. China News Service reporter Liu Yuyang photo
New service
When there are new goods, there will naturally be new services. According to the Ministry of Commerce, during the "Eleventh" period, under the situation of normalization of epidemic prevention and control, new consumption such as online shopping, live delivery, online ordering and customized travel continued to flourish during the Golden Week.
Especially for customized tourism, Ctrip data shows that the number of tourists who signed up for private groups increased by 100% compared with last year, which greatly exceeded the growth level of the domestic tourism market.
Who is paying for the private group? Image source: Ctrip
In terms of expenditure, the per capita expenditure of domestic private groups is about 5,000 yuan, an increase of 13% compared with last year. Even some domestic tourism products with a unit price of more than 10,000 yuan are in short supply.
In addition, the popularity of new games such as luxury car driving, drone aerial photography, gourmet private group, outdoor hiking, paragliding, hot air balloon and diving has soared.
According to the data of an e-commerce platform, during the "Eleventh" period, the turnover of "sports services" increased by 17 times year-on-year. In addition to some traditional sports, new projects such as children’s swimming private teaching and parent-child desert cross-country are also sought after — — This is not just for fun, but also to help parents who are worried about how to take care of their baby.
Playing is different, and living is different. During the "Eleventh" period, many tourist platforms launched "midnight rooms". "Midnight room" generally refers to the room service from 0: 00 to 11: 59. Some netizens said, "I’ve only heard of the hourly room before, but I didn’t expect ‘ Midnight room ’ Also came out. " This aspect reflects the rise of the night economy, because there is no need to sleep in the first half of the night.
New fashion
New consumption is not only reflected in the types of goods and services, but also has some new fashions in form.
During the "Eleventh Five-Year Plan" period, some catering enterprises in Hebei launched small portions and half portions of dishes to make customers eat well. Some catering enterprises in Yunnan carry out the activity of "gathering catering and food to promote consumption" to guide consumers to order food on demand and pack leftovers.
Qinghai’s characteristic book bar has become a popular place for people to "punch in" during the festival, and Qingdao’s "National Style Poetry Reading+Live Calligraphy" has become the most fashionable and cost-effective holiday experience for citizens. The number of tourists visiting the "Mountain and Sea Wonderland" in Wu Wang Old Street in Jiyuan, Henan Province has exceeded 15,000.
Hanfu topics frequently rushed to hot search. Weibo screenshot
In particular, "Guofeng" related products or services are selling well. Take Hanfu as an example. During the "Eleventh" holiday, Hanfu-related topics frequently rushed to the hot search. How immortal can Hanfu be? Reading exceeded 500 million. Why is Hanfu hot? Some netizens said, "As soon as I put it on, I feel ‘ Fairy air fluttering ’ "The national style and national charm are full."
Data from the Ministry of Commerce also show that during this "Eleventh" holiday, the volume of new consumer orders such as escape from the secret room of large-scale online platforms, VR games and Hanfu experience increased by 58% year-on-year.
Many viewpoints believe that Hanfu has become one of the three new consumer clothing products, alongside JK uniforms (uniforms for female high school students) and Lolita styles.
Data map. China News Service reporter Chen Yushe
In addition, during the "Eleventh" holiday, the consumption in the sinking market rose obviously. "One of the stores in Langfang, a convenience bee, is no less than the stores in the center of Shanghai in the ranking of latte-flavored coffee sales."
Xue Enyuan, executive director of Convenience Bee, analyzed that the consumption power of this "Eleventh" sinking market is no less than that of first-tier cities; Young people not only occupy the main consumer group, but also love online celebrity products. Night economy has changed from a "trend" to a real consumption scene.
What new consumption did you participate in this golden week?