This year's Spring Festival holiday brought a large amount of population movement, which also led to the continued hotness of my country's consumer market. The "consumption map" covering online and offline shows the vitality and diversity of consumption during this year's Spring Festival.
——Special business districts bring more choices and fun to Spring Festival consumption. Xi'an Tang Dynasty City has cleverly integrated traditional culture with modern trends with its special light show, cultural performance, as well as New Year-themed light groups such as "Fu Snake Offering Rui" and "Tang Tang Secret Box", attracting a large number of tourists; Harbin Central Street has become a popular landmark for young people through the interactive experience of ice and snow themes; Chongqing Jiefangbei Pedestrian Street combines innovative technology and art performances such as "Cloud Over Heaven Palace" with intangible cultural heritage markets, providing consumers with a convenient and efficient shopping experience full of cultural charm...
JD.com and China Unicom Digital Intelligent Footprint statistics on the offline business districts and consumption data of 31 cities showed that during the Spring Festival, major business districts attracted a large number of consumers through rich business formats and innovative consumption scenarios, becoming popular consumption landmarks for the Spring Festival holiday, and the customer flow of urban business districts such as Xi'an, Harbin, and Chongqing led the lead.
Ms. Li from Beijing took her family to Xi'an for the Spring Festival and said that she had a good experience in traveling and spending the New Year. "In just a few days of itinerary, you can watch the Terracotta Warriors and Horses of the Mausoleum of Qin Shihuang, visit the Tang Dynasty's never-sleeping city, walk at the foot of the city wall of Xi'an, and taste various delicacies in Xi'an. The colorful activities are not only full of the strong New Year atmosphere, but also feel the heavy historical and cultural atmosphere. The children who came to Xi'an for the first time were shocked many times." Ms. Li said.
—Intangible cultural heritage projects are favored. Data from JD.com shows that consumption of intangible cultural heritage projects increased significantly during the Spring Festival, such as porcelain-body bamboo weaving, and sales increased by more than four times year-on-year.
Meituan Travel data shows that in the first five days of the Spring Festival holiday, the search volume of "intangible cultural heritage" increased by 212% year-on-year, the search volume of "intangible cultural heritage experience" increased by 387%, and the search volume of "intangible cultural heritage handicraft" increased by 790%, and nearly 40% of the "intangible cultural heritage" searchers were young people born in the 2000s.
——How do young people like to play during the Spring Festival travel? Go to Huma County, Daxinganling District under extremely cold weather to watch rime and play snowballs; go to Chaozhou Ancient City to experience local culture and taste delicious food; taste intangible cultural heritage snacks such as Zhenjiang pot lid noodles and Huangqiao sesame cakes for breakfast, experience Suzhou embroidery round fans in the afternoon, listen to Suzhou Pingtan, watch Qinhuai Lantern Festival in the evening, and stay at Suzhou Classical Garden Hotel... Going deep into various places to taste the fireworks on the world is a favorite way for young people to travel.
Tourism has made food consumption in small towns popular. The person in charge of a local specialty braised goose restaurant in Shantou City, Guangdong Province said: "Three days before the Spring Festival holiday, we will receive thousands of diners a day, and more than 2,000 group purchase packages are sold. This year, there are more diners during the Spring Festival."
——Trendy consumption adds brightness to the Spring Festival market. Watching movies during the Spring Festival has become a "New Year custom". This year's Spring Festival movie market continues to be popular. Movies such as "Nezha 2", "Bears in the Haunted·Restart the Future", and "Detective Chinatown 1900" not only attract many viewers to enter the theater, but also make various film peripheral products one of the latest trendy consumer products nowadays.
From the search popularity of JD during the Spring Festival, the number of searches related to "movies" increased by 235% year-on-year. Nezha figures, Nezha blind boxes, "The Legend of the Condor Heroes" and "The Investiture of the Gods" have attracted a lot of attention from consumers.
The popularity of old-for-new consumption continues to rise, setting off a "new trend" during the Spring Festival. JD data shows that during the Spring Festival, products such as mobile phones, washing machines, refrigerators, flat-screen TVs, electric water heaters and other products have become hot spots of consumers. Beijing, Shanghai, Chengdu, Guangzhou, Chongqing, Wuhan, Hangzhou and other cities are very popular for old-for-new transactions.
In its "Spring Festival No Close" event, Pinduoduo's 10 billion subsidies simultaneously launched a new round of "government subsidy zone", covering eight provinces, autonomous regions and municipalities including Shanghai and Jiangsu. Data from Pinduoduo shows that during the Spring Festival, the order volume of mobile phones, tablets and smart watches and bracelets increased by 51%, 62% and 125% month-on-month respectively.
