Merchants take multiple measures to promote New Year goods Experts say that after three years, online procurement will exceed offline

Reporter Jiao Yue, trainee reporter Liu Zhao

With the Spring Festival approaching, consumers are gradually increasing to purchase New Year goods in supermarkets, farmers' markets and other places. On January 24, a reporter from Securities Daily visited a number of supermarkets such as Beijing Wumart Supermarket and Shouhang Supermarket, and browsed some APP platforms, and found that consumer listed companies are constantly increasing their promotional efforts.

Offline New Year goods market

The scene of guaranteeing supply and stable prices is prosperous

According to the statistics of the Ministry of Agriculture and Rural Affairs, as of 16:00 on January 24, the wholesale price index of agricultural products 200 was 134.21, up 3.29 from January 21, and the wholesale price index of vegetable basket products 200 was 137.81, up 3.86 from January 21. The prices of agricultural and sideline products have achieved smooth operation.

On January 24, consumers at Shouhang Supermarket in Fengtai District, Beijing, were pouring in to purchase New Year goods

"The prices of agricultural and sideline products this year are not much different from previous years, and they are relatively stable." Ms. Chen, who selects pork at the Shouhang Supermarket in Beijing's Fengtai District, told the Securities Daily reporter, "The 2.5% discount meat promotion is too cost-effective, I bought the meat filling of dumplings and the ribs of the soup." ”

The reporter observed that in order to meet the peak consumption season of the Spring Festival, merchants launched various forms of promotional activities. In addition to common agricultural and sideline products, some commodities with regional characteristics have also attracted many consumers to stop and buy.

"Chilean cherries and Dandong strawberries have been selling particularly well lately." The person in charge of the store business of Shouhang Supermarket said, "The Spring Festival is approaching, and the store has increased the intensity of product launch. The prices of vegetables and fruits have risen slightly, the prices of meat, poultry and eggs have declined, and agricultural and sideline products have basically remained stable. ”

In addition, due to the epidemic, many young people working in Beijing are unable to go home for the Chinese New Year. In response to this situation, some supermarkets have also launched products suitable for different groups. The person in charge of operations of Beijing Wumart said, "Health and convenience are the main labels of this year's New Year goods. This year's Spring Festival coincides with the opening of winter sports events, the proportion of young consumers staying in Beijing for the New Year has increased, and we have increased the supply of semi-finished pre-made dishes to facilitate the food of one or two people. ”

Experts predict: annual purchases after three years

The online market catches up with the offline market

With the rise of online purchase of New Year goods in recent years, more and more consumers choose to buy New Year goods through online methods. "Online and offline integrated operation, mutual integration of resources, and complementary shortcomings will be the development trend of China's retail market in the future." At present, in this year's New Year procurement season, the ratio of offline and online is still relatively balanced. As merchants pay more and more attention to the development of the online market, I believe that the market share of the online market will exceed the offline market in the next three years. Zhu Danpeng, a senior researcher at the China Brand Research Institute, told reporters.

According to the data of the "2022 Goods Festival: New Year Life Consumption Trend Report" released by Taobao Live ONMAP and iResearch Consulting, compared with last year, the turnover of Taobao live broadcast channels increased by 20.5%, and the number of transactions increased by 16%.

At present, in addition to the traditional e-commerce platform running at full speed in the Spring Festival track and opening the "New Year Goods Festival", some short video platforms such as Douyin and Kuaishou have also joined the "big war". According to the "2022 Douyin Good Things New Year Festival" data report, from January 1 to January 16, the cumulative time of the Douyin e-commerce live broadcast was as long as 31.71 million hours, and the cumulative number of viewers in the live broadcast room reached 42.4 billion times. Douyin e-commerce special "Hometown New Year Goods Festival" special session, with 23 provinces (autonomous regions, municipalities directly under the central government) cooperation, driving sales of 3.019 million local good goods. Among them, Guangxi snail powder, Xinjiang cheese, Henan braised noodles, Hubei hot dry noodles, and Inner Mongolia sunflower seeds are the most popular consumers in the special session.

In addition, the "Insight into the New Trend of the 2022 Young People's New Year" pointed out that the use scenarios of New Year goods are also becoming more diversified, covering a full range of lifestyles of eating, drinking and having fun. According to the survey data, hoarding New Year gift boxes, preparing Chinese New Year's Eve meals, and buying snack packages are the main consumption scene needs of the New Year, in the scene of their own hoarding, nuts/preserves, snack gift bags, and fruits are the most popular; and in the gift scenes of visiting relatives and friends, wine, tea, and tonics are quite concerned. In addition, large-scale New Year goods with full servings and rich categories are especially favored by consumers, which are suitable for family sharing, family and friends gatherings and other scenarios.

Jiang Han, a senior researcher at Pangu Think Tank, told the Securities Daily reporter, "The promotion of the e-commerce New Year goods market has become stronger this year. Online New Year procurement is more convenient to transport, and the price is relatively cheaper, more favored by market consumers, so the new year procurement for the market pattern, will further promote the upgrading of online consumption, thereby promoting the improvement of the entire consumption level. ”

(Edited by Cui Man, Qiao Chuanchuan)