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Original title: On-site Chinese New Year has spawned a new wave of New Year products
The Spring Festival of the Year of the Ox is approaching. Whether they are returning to their hometown or celebrating the New Year on the spot, shopping for New Years items in a lively way is the highlight of every yearning for a taste of the New Year. Snail noodles have replaced pistachios as a popular New Years treat. Semi-finished products have been brought in for New Years dinners. Consumption “from home” continues to be favored … “This may be the Spring Festival with the smallest radius of activity in recent years.”
The domestic economy of “food for one person” is booming
Still thinking of traditional Chinese New Year products like peanuts, melon seeds, sweets, and pastries? New forces have already appeared.
Taking advantage of the promotions of many merchants during the New Years Festival, citizen Mr. Yang stocked up on a box of snail noodles. “It’s a holiday and it’s refreshing to eat something heavy. If you’re lazy and don’t want to cook, you can take it out and put it away in case of emergency.” Compare the situation where traditional New Year’s products, such as sweets, nuts, cakes, melon seeds, etc. they dominate rivers and lakes on the first day of the Year of the Rat. This year, Tmall Taobao’s “New Year’s Products” keyword list appeared in the top ten categories, such as snail powder, down jackets and casual pants. Snail noodles replaced traditional Chinese New Year products such as melon seeds and pistachios, becoming one of the most popular Chinese New Year products.
For those who decide to celebrate the New Year on the spot, single person fast food items such as snail noodles are arguably the best option for restaurant closings and epidemic prevention needs during the Festival of Spring. On January 20 this year alone, the number of people who bought food for one person at Tmall, Taobao and Tmall supermarkets exceeded 1.7 million. In the past month, search volume for “one person” related products increased 49% year-on-year, and “food for one” small appliance sales volume increased 205% year-on-year.
“I don’t know how to cook, how can a person eat a hot New Year’s Eve dinner in a rental house?” This question from the Q&A community made the shortlist before the Spring Festival, and retail catering may become one of the solutions.
It is reported that on New Years Eve, Tang Palace, Tao Tao Ju,Guangzhou restaurantTraditional brands elsewhere will launch semi-finished Chinese New Year’s Eve dinner gift boxes at Tmall supermarkets in key cities. According to Hema data, 10% new semi-finished food products were added this year compared to last year, and sales increased 5% month-on-month. Considering that the purchase of semi-finished products will skyrocket a week before the Spring Festival, this number will continue to increase before the Spring Festival.
New Year’s clothes for pets, window cleaning.robot, Electric toothbrushes, semi-finished New Year’s Eve dinners … the best-selling products at the New Years Festival show that the definition of “New Year’s Goods” in the Year of the Ox has changed after home life in 2020.
You can savor the taste of hometown even if you can’t go home
On January 24, under the leadership of the Ministry of Culture and Tourism, the China Intangible Cultural Heritage Protection Association and Alibaba jointly launched the “Intangible Cultural Heritage Year of the Ox.” A large number of intangible cultural heritage brands “hit the net.” with traditional Chinese New Year flavors. Let consumers order online to buy New Years products from around the world.
The reporter saw on the Tmall “Intangible Cultural Heritage” channel that the Donglaishun lamb from Beijing, TianjinGui FaxiangEighteen Street Twist, Shanghai Old Town God Temple Pear Paste, Zhejiang Shaoxing Daughter Red Yellow Wine, Yunnan Xuanwei Ham and other traditional delicacies have arrived. There are also traditional local New Years flavors such as Laoxiangzhai Yunpian Cake, Goubangzi Smoked Chicken, Gootoushan Bacon, etc., consumers can use their mobile phones to buy New Years products from all over the world with one click.
This year, many people stayed in the city to celebrate the New Year, “the wandering nostalgia remains unfinished.” Food is the best consolation for nostalgia. In Anxi County, Quanzhou, Fujian, all families must eat noodles during the Chinese New Year. Hu Lizhen and his younger brother are the youngest non-genetic heirs of handmade noodles in the local area. His online store gave Anxi noodles a new life. Some people left a message that said, “The taste is the same as when they were children.
Beijing’s various New Year’s delicacies and special products have also won the love of people across the country. According to data from JD.com, among the orders that flow from Beijing to the whole country, the best-selling Beijing New Year products are bird’s nest and New Year products related to culture and creativity. At the same time, “Daoxiang Village Eight Pieces” and Beef Tongue Cake are the most popular in the pastry category.
Buying New Year’s Gifts with Short Craftsman Videos
The craftsman used thin steel wires to pull out thousands of small holes in the thin film, and opened the hollow fan, the full display of poetry and picturesque was immediately displayed before his eyes … as heir national representative of the intangible heritage, Sun Yaqing Wang Xingji Fan’s manufacturing process, which has a history of more than 140 years and is known as one of the “Three Wonders of Hangzhou”, was featured on the short video platform and received more than 3 million likes. Wang Xingji Fan has thus become a flagship product in the first Douyin e-commerce New Year Festival.
“Usually I like to watch some videos of artisans making crafts in Douyin, I look forward to watching them and my mood calms down as well,” said Ms Li, a Douyin user who has followed many artisan accounts. On this New Year’s Day, Ms. Li bought embroidery and leather goods from the artisans she followed, who she planned to give to her family’s elders as a New Year’s Eve.
More and more consumers like Ms. Li are buying Intangible Cultural Heritage handicrafts as New Year’s goods. This year, the short video platform Douyin, which joined the e-commerce New Year Festival for the first time, tapped into the resources of intangible artisans and created a special area of ”good wit” during the New Year Festival, and brought together fanatic master Sun Yaqing, leather carver Qiao Xue, and master pastry chef Deng Zuru Traditional craftsmen in many fields, including hundreds of ingenious products. Paper cuttings, embroidery, jade carvings, silver ornaments, Jingdezhen tea sets … all kinds of traditional crafts have become star products at the New Year’s Fair. The New Year’s Party report shows that the Intangible Cultural Heritage handicraft rotation has increased by 13 times compared to last year’s “Double 11”.
In addition to the masters of intangible cultural heritage, there are many ancient crafts that are on the verge of extinction and that have won admirers from afar at the New Year Festival through short videos.
“Trade is the best protection, use is the best inheritance, and exchange is the best diffusion.” The competent person in charge of e-commerce from Douyin said that the purchase of New Year’s products is an important ceremony for the Chinese to welcome the New Year. And I hope that these products condense ingenuity, can bring more taste to users, and at the same time help traditional cultural transmission and technology heritage of intangible cultural heritage. Reporter Sun Qiru Zhao Yuhan
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