This spring festival: the internet ignites the new inheritance and vitality of "The Taste of the Year"

This spring festival: the internet ignites the new inheritance and vitality of "The Taste of the Year"

New Year's family eat takeaway someone ordered 5928 yuan of hot pot!

823 million people grab red envelope set five fortune under 4 million real trees

Business News (reporter Shanyan Trainee reporter Shi) if there are only a handful of dividends left in China's Internet, the Spring Festival is definitely a "prime time" worth fighting for. Spring Festival not only has the consumption mentality that grows because of the festival, but also lurks the population opportunity of the three or four-line city sinking market. Every year, internet companies carefully layout their marketing during the spring Festival, using this moment to wake up sinking market users, trying to pull them into their own "camp."

In this way you come to me, the taste of the year also shows a new heritage and vitality: see the Spring Festival evening sweep Red envelope into a new game; sweep the word, grab the red envelope to become a new Year's custom, not closed foreign selling food to make dinner more abundant, friends and family live online, online answer, AR shopping ... Digital Life is becoming richer, online and offline, and the peak of network traffic has repeatedly hit new highs.

　　New Year's consumption view-men think more about their families for their own women

Consumption, is always the theme during the Spring Festival. Sales during the Spring Festival increased 42.74% year-on-year compared with the same period last year, according to Beijing Dongda. Among them, sales ranked TOP5 Category: Mobile phone communications, computer office, household appliances, clothing shoes and boots and home furnishings. Sales ranking TOP5 Category: Local Life (travel), mother and child toys, food and drink, makeup care, clothing shoes and boots.

There is also a "new" weather for buying annual goods. Although nuts, preserves and puffed foods are still the necessary "old three" for the annual year, new demand and new life scenes are being born, according to Tmall data. In terms of growth, game consoles, attraction tickets and sports handbags beat other goods, becoming a "new three" to ease the white-collar "spring Festival anxiety disorder."

At the same time, affixed Spring Festival couplets, relatives New year is still an essential part of the new Year. One months before the Spring Festival, Tmall sold a total of 4 million spring couplets, pressurized bag 45 million, there are more than 20,000 series of electronic firecrackers, in a greener and more environmentally friendly way for the new year to add a sense of ritual.

Compared with the past, this year's Spring festival relatives's courtesy is more diversified, jingdong data shows that teaching aids, elderly health care products, gold transshipment beads become the popular gift of the new year. Compared with the same period last year, the sales of teaching aids increased by 710% year-on-year, gold transshipment bead sales increased 126% year-on-year, such as old milk powder, calcium tablets and vitamins and other health products sales increased 128%.

As expected, 80, 90后 users are now consumers of the "fighter", it occupies Taobao during the spring Festival consumer 60%, in the Jingdong Spring Festival sales accounted for more than 70%. In the shopping mentality, male consumers tend to please themselves, female consumers are more inclined to care for their families-from jingdong data, male consumers prefer to buy auto supplies (male consumers account for more than 83%), alcohol (male consumers account for more than 76%), digital (male consumers account for more than 72%), Female consumers prefer to buy mother and child toys (60% per cent female consumers), makeup skincare (female consumers account for more than 58% per cent) and fresh (55% per cent female consumers).

　　New Year's Day customs-

823 million people send and receive WeChat red envelope 450 million people set five Fu

From the 2014 Spring Festival WeChat Red envelope detonation of the Spring Festival "New Year Custom", to pay Bao collection five blessing activities become an essential activity of the Spring Festival every year, and then to the rise of the shaking sound, Baidu grabbed the spring Festival evening Red envelope Highland. Every year of the Spring Festival, there are unimaginable New Year's customs staged, there are those who have been accompanying users through several years of internet years as expected.

Alipay data show that between January 25 and New Year's Eve 11 days, the country more than 450 million people participated in the collection of five blessing activities, an increase of 40% year-on-year, equivalent to every three Chinese people in the Geofford, blessing, "95 after" the number of blessing delivery more than 120 million. The energy contributed by consumers will be converted into nearly 4 million real trees, equivalent to about 36,000 acres of planting area ... UC data show that during the Spring Festival, "Fu" word search volume is beyond the "Spring Festival evening" into the first search hot words, the internet so that China's traditional blessing culture has been passed on, and become the young people love the way of the year.

New Year's Eve to the beginning of five, a total of 823 million people send and receive WeChat red envelope, an increase of 7.12% year-on-year. On New Year's Eve, users have the most frequent activities on WeChat, culminating in a single day of news and a circle of friends. Among them, 90后 is growing into the dominant mobile internet world, enabling the issuance of the most WeChat messages, the largest circle of friends, the most expressive packets, and the "four most" of the most repeated WeChat red envelopes. In addition, the special WeChat red envelope with custom cover during the spring festival was disassembled by nearly 250 million, and 26,000 businesses were involved.

In addition to "five Blessings" and "red envelope", this year's Spring festival also has a lot of fresh and fun games staged. Taobao live "Guess painting win" attracted more than 100 million people interaction. 8 million families through Taobao family account "made" New Year's wish, more than 50 million people and family interaction set love. There is also today's headline "Year Of Fortune" campaign, which eventually won the participation of hundreds of millions of users. More than 59.23 million people divided the 300 million gold envelope, more than 18.39 million people divided the 200 million diamond card red envelope; About 41 million people shared 500 million red envelope rain. In addition, during the event, users interactive card change more than 59 million times, Beijing, Chengdu, Shanghai and other cities of users to grab red envelopes the most active.

And watching the Spring Festival evening also has more to play. Baidu became the CCTV pig of the Spring Festival evening Exclusive Red Envelope Interactive partner, took out 1.9 billion cash to participate in the red Envelope war, set the amount of high, users watch the Spring Festival evening, simply log in to Baidu app, click on the "Spring Festival evening Red envelope" can participate. The chattering also became the exclusive social media platform for this year's CCTV Spring Festival evening, and as of February 5 0 o'clock, the new media action of the chattering Combined Spring Festival evening, "Happiness and another Year", exceeded 24.7 billion in the total number of videos played on the chattering, with more than 3.37 million people participating in the shoot! With the family to take video blessing, watch the Spring Festival evening grab Red envelope, set five blessing ... All kinds of play has become more and more Chinese New Year's Day customs.

　　New Year to eat-online purchase of semi-finished dinner, family Point Takeaway

Whether you choose to travel, or at home "ge you Lying", as long as eating well, is a comfortable spring festival. Young people have always had the most say in enjoying this. Tmall data show that online purchase of semi-finished food has become a new choice for young consumers in the 80 and 90后 of Zhejiang and Shanghai, with a 1683% increase in Tmall semi-finished dishes. There are consumers from the freshman to beginning respectively bought puffer seafood hot pot, big dong roast duck, Buddha jump and other semi-finished family dinner box, in exchange for a pattern to do a reunion dinner for their families. Box Ma Xian The Spring Festival holiday is still open to welcome guests, this year to the junior, the total transaction is 186% higher than last year's Spring festival.

New Year's family point takeaway consumers are not a few, the new Year, a Shanghai consumer in the hungry to point a single 5928 yuan of Hot pot, which contains 15 unit price of 228 yuan of snowflake beef. According to the United States Group takeaway 2019 New Year's Eve consumption report shows that the purchase of foreign sales orders up to 107%, more than a few years, more than a number of people in the New Year's Eve to enjoy the family reunion time in the way of a takeaway.

In addition to the "high demand" for food, consumer demand for household goods has also increased significantly. The US Regiment report showed a surge in orders for its flash-shopping business on New Year's Eve. is the so-called "no Wine Banquet", liquor without suspense has become the most popular flash purchase category on New Year's Eve, Niulanshan Erguotou sales in liquor out of the top, become this year's "wine qui." At the same time, Spring Festival couplets and tape orders rose more than 50% year-on-year, becoming the "best CP" on New Year's Eve. In addition, cards, toothbrushes, red envelope seals and other New year to entertain friends and relatives of the necessities are also in short supply. The "30-minute Arrival" Flash purchase business fully meets the urgent needs of consumers during the new year.

And can enjoy all this behind, inseparable from the service personnel to pay. Including Tmall Supermarket, Tmall Electric City, Tmall International and other shopping platforms, rookie intelligent Logistics backbone Online Spring Festival delivery is more than 400 districts and counties nationwide, to meet the needs of consumers online shopping, distribution aging, still generally maintain the next day to achieve the ultimate experience.

170,000 hungry? Brother in the Spring Festival to adhere to the post, the joy and peace to bring more people around. On New Year's Eve, hungry? There are 7,658 orders sent to the hospital emergency room, 5,346 orders sent to the police station, 3,630 orders sent to the police force, 4,895 orders sent to the sanitation station, 4,479 orders sent to the fire brigade, so that the people who adhere to the work also eat "reunion rice."

　 New Year's play-

Big city congestion index drops "wandering Earth" 2 billion yuan box office

Barley data show that during the Spring Festival residents prefer home entertainment consumption, carnival for a big year. In the children's drama performance, the three-mouth home viewing rate accounted for 43%. Ali's first film, "Piggy page over the big year" and the propaganda film "What is Page", have added a strong kinship to the Chinese family during the Spring Festival. In the 8 films of the spring Festival, including "wandering the Earth", "Flying Life", "the King of New comedy", "Piggy page over the big year" and "Integrity Fengyun" and other 5 films behind the Ali industry support. As of 10th, at about 9 o'clock in the evening, the Spring Festival box office champion "Wandering Earth" won 2 billion yuan of results, in the ticket to get 9.2 points of high score, in the bean flap is also the first day of the opening point is to stand in more than 8 points, in the Spring Festival stalls in the film far ahead. This bombshell film once again validates the "word-of-mouth Drive box office" law, in the fierce competition in the Spring Festival show the absolute influence of high-quality content.

February 10, 2019 years of Film Spring festival stalls dropped the curtain. According to the Ali industry's one-stop announcement platform lighthouse provided by the data, the total output of the spring festival stalls more than 5.8 billion yuan, an increase of less than 1% year-on-year, 2.89 million games, an increase of 23%.

Time on the road has also become more interesting. According to the Flying Pig data, the total number of people traveling on the Spring Festival is 19% higher than last year, overseas travel increased by 28%, islands around the world are particularly popular, island tours increased by more than 90%. In addition, the efficiency of travel becomes higher. Gauder map Traffic Big data show that from small to early month, a number of mega-cities and mega-cities road full-day congestion delay index and weekday (December 2018 full-day congestion delay index) decreased significantly compared to Shenzhen, with the largest decline, up to 25.8%.

February 11, Alipay released overseas mobile payment data during the Spring Festival this year. The results show that the trend of overseas consumption upgrading in China is significant, the growth rate of overseas Alipay per capita in the three or four-tier cities is higher than that of the north, at the same time, the number of 60后 in the use of Alipay abroad has increased 1.3 times times, and gradually with young people have the habit of "without wallets" to travel around the world.

And WeChat data show that New Year's Eve to first five, the number of 90后 outbound travel accounted for 31%. Hong Kong, China, Macau, Thailand and Bangkok have become the three favorite outbound destinations for Chinese people.The farthest circle of friends signed in to San Lorenzo, Argentina, where users set off from Nanjing and panned about 20,000-kilometer, approximately spanning an entire Great wall.