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Economic Observer Network Reporter Cheng Luyang At the 2021 Spring Festival, under the promotion of the local Chinese New Year, Xu Qi from Sichuan decided to stay in Beijing for the New Year. This is the 26-year-old girl, her first Chinese New Year in a foreign country.
Like Xu Qi, during this special Spring Festival, many people choose not to return to their places of origin and stay there for the New Year. The Ministry of Transportation predicts that the passenger flow during Spring Festival transportation nationwide in 2021 will drop by more than 40% from 2019.
For many young people who celebrate Chinese New Year on site, this is also the first time they have bought Chinese New Year products for themselves. During these special Spring Festival holidays, they can no longer “just go home, eat, and have fun,” but must take good care of themselves even if they are alone.
The spring verses are an expression throughout the year.
After deciding to stay in Beijing for the New Year, Xu Qi immediately opened the Taobao page and prepared to post a single couplet.
He remembered the Spring Festival in his hometown in Sichuan. In the first half of New Year’s Day, many stalls appeared in supermarkets and markets. There were spring festival couplets, red envelopes, and red lanterns available, and the New Year’s mood was on at once. He has never worried about when he bought the Spring Festival couplets at home, the only thing he knows is that when he was dragging the suitcase home, his mother opened the door to the room in advance, the new couplets were already hung all years. The same auspicious words.
Xu Qi looked at the Taobao page and found that the 2021 Spring Festival verses found were similar to those posted on the door in his memory. He felt that this was not what he wanted.
In the end, he placed an order for a couple of Spring Festival verses with the words “Quiet times, money, tea, books and leisure”, and horizontally criticized “You are amazing.”
Photo courtesy of interviewee of Spring Festival verses commissioned by Xu Qi
Xu Qi laughed and said that she spent a whopping 59.8 yuan on this pair of spring festival couplets, “it should be twice as expensive as what my mother bought,” but she thinks it’s worth it, “to my mother, spring festival Couplets may be an auspicious habit, but for me it is not, putting a year’s worth of things on the door, even if it is the door of a rented house, it is an expression of life throughout Next year “.
She easily sent the Spring Festival couplets to Moments and said, “My friends, the determination to celebrate the new year on the spot begins with the purchase of Spring Festival couplets.” In this circle of friends, Xu Qi learned that there are many colleagues and classmates who are staying in Beijing for the New Year.
A colleague left a message and ordered the Spring Festival couplets with “MONEY” on the left and “POWER” on the right, “to express simple New Year wishes.” There are also classmates who work at “Internet giants” like ByteDance and Baidu. Some of the company’s Spring Festival verses are too serious, and some said they have posted the company’s Spring Festival verses on the door.
According to Taobao data, during New Year’s Day, Taobao sold more than 5 million characters of blessing every day. Head shop sales increased more than 43% year-on-year. The product comment areas of some “Fuzi” stores have become blessing areas, leaving New Year’s wishes from shoppers across the country.
Semi-finished New Year’s Eve dinner
Unlike going to supermarkets, markets, and shopping malls to buy Chinese New Year products, young people staying in cities for work prefer to store Chinese New Year products online. “Taobao-style New Year’s greetings” have become a way for everyone to ease their nostalgia and express their feelings.
Taobao data shows that on the first day of New Year’s Day in 2021, Taobao’s “New Year’s Products” searches increased 240%.
In early February, Liu Feng, a young man from Guizhou, received a New Year’s merchandise express from his home, which contained cured fish from dad and zaba chili sauce from grandmother. He calculated it carefully and found that these foods were not enough to sustain himself during the Spring Festival. Thinking of lamb powder for breakfast every day at home, she rushed to order ten lamb powder and also bought an additional ten packets of powdered green pepper and chili noodles. “You cannot buy this flavor in Guangzhou,” Liu Feng said. This is one way to ease your homesickness.
Like Liu Feng’s lamb noodles, Sichuan sausage, Chaoshan beef balls, Shaanxi panty noodles, and other local flavors have become a touch of nostalgia in young people’s shopping carts.
The owner of Zigong Cold Eat Rabbit Zhang, who sells products in the circle of friends, found that it was often the Spring Festival when sales were out of season, and business was particularly good this year. He said, “Oh, I can’t do it. They are all orders from Beijing and Shanghai. They are bought in a store, and they also called me to ship them before the Spring Festival.”
Liu Feng had already thought that on New Year’s Eve night, he would cook a bowl of lamb powder to ease his hunger. More young people choose semi-finished products as a New Year’s Eve dinner.
According to Hema data, 10% of new semi-finished food products will be added in 2021 and sales will increase 5% month-over-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.
In addition, established brands such as Taotaoju and Guangzhou Restaurant are also launching semi-finished New Year’s Eve gift boxes at Tmall supermarkets in key cities to meet the needs of families of 3-8 people.
On February 2, Taobao released the “Top Ten New Year’s Hot Products for the Year of the Ox”, among which the mahjong machine topped the list as “Responsibility of entertainment and atmosphere”; melon seeds, peanuts, and pistachios were the “oldest three.” popularity; snail noodles, Zihai pot, cherries and sugar-free cakes reflect the new changes in the new year’s products.
During the 16 days from February 4 (small year) to February 19 (the eighth day of the first lunar month), Zhongtong, Shentong, YTO and Yunda, as novice logistics partners of the Spring Festival, will work together to ensure the “Spring Festival” in more than 200 cities across the country. Closed “, online purchase orders will be shipped and distributed as usual.
Chinese new year atmosphere group
In 2021, the “New Year Festival Atmosphere Group” will be a Mahjong machine.
Data from Taobao shows that domestic mahjong machines have seen explosive growth ahead of the holidays and daily sales have increased by more than 130% year-on-year. In sales of mahjong machines, Chongqing ranks first, Sichuan and Zhejiang ranks top three. Among those who buy mahjong machines, those after 85 and after 90 are the most.
The seven-day vacation to celebrate the New Years at the site, the annual meeting and the temple fair are missing. In addition to mahjong, electronic game consoles and video website members represented by Nintendo SWITCH have also become an entertainment medium to accompany young people. during the new year.
According to the “China Gaming Industry Analysis Report in 2020”, the market share of mobile games in my country was only 16.7% in 2013 and is expected to reach 74.2% in 2021.
Huazi, who already owns a SWITCH game console, remembers the Chinese New Year in 2020, and the keyword is “Animal Forest Friends Club.” This simulated business game sold by Nintendo has unleashed a wave of madness during the Spring Festival when there are fewer outings in 2020.
In late January, Huazai, who was not expected to return home for the New Year, ordered a new game “Just Dance”. His idea is that if he is the only one who spends the New Year in Chengdu at the end, he can dance in the hall, which is both entertainment and sports. “Maybe I can send the dance video to my mother and let her see how I live alone. Not bad.”
On February 1, Nintendo released the third quarter financial report for fiscal year 2020-2021. During the period, revenue reached 1404.4 billion yen, an increase of 37.3% year-on-year; the net profit was approximately 376.6 billion yen per year. -Year-on-year increase of 91.8%. As of 2020, cumulative sales of the main Switch console have exceeded 79.87 million units, beating the record of 75.94 million units created by Nintendo’s classic 3DS game console.
In addition to game consoles, video membership sites are also New Years products for some youngsters.
Asong, which is generally reluctant to maintain monthly subscriptions on video sites, is considered to start in the twenty-ninth year of the year. He wants to open a one-month membership to Tencent Video’s three video sites, iQiyi and Youku.
He is usually very busy at work, but when he comes across television shows he wants to watch them but does not dare to follow them. This time he decided to spend enough movies and television at home while alone for the New Year. few documentaries in my mind. I’ve been watching the movie list for a year or two, and I must finish watching it all this time. “
“And even if I were lying in bed with fries on my stomach, no one would scold me.” I didn’t know if it was good or bad.
(Xu Qi and Liu Feng are pseudonyms)
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