Image source @ Visual China
Text | At the forefront of entrepreneurship, the author | Feng Yu, Editor | Egg total
The third "local New Year", which New Year's goods are you stockpiling the most?
The traditional Spring Festival, which smells of firecrackers and smog in the air, has left us, replaced by a few masked figures in public places. The crowded scene in the mall is difficult to see, and the Spring Festival "stay-at-home" seems to be becoming a habit.
When returning home or walking around becomes a "luxury", people will naturally attach their thoughts to the New Year goods, trying to keep the last bit of family affection and New Year's flavor.
Regarding the New Year goods, its procurement and application scenarios have also changed greatly.
In the past, offline supermarkets were the best scene to buy New Year goods, and the brilliant colored candies and beverage "piles" had rendered the New Year flavor rich enough; later, traditional e-commerce shared a part of the offline channels of customer flow, online price comparison, one-stop shopping and delivery to home intimate service, once made online shopping for New Year goods mainstream.
This year, more consumers have begun to walk into the live broadcast room, under the hard work of anchors and brands, to take pictures of their favorite New Year gifts. This independent online store also gives "live purchase of New Year goods" more characteristics of the times.
In 2022, how is the most popular New Year goods different from previous years? What are the new ideas for brands to sell New Year goods in the live broadcast room? These changes can not only reflect the changes in the annual customs, but also from the small live broadcast room, they can also get a glimpse of the subtle veins of the New Year economy in the big era.
Three new trends in the 2001 cargo live broadcast room
In fact, the purchasing power of the goods of the year is passed from the elders to the hands of a new generation of young people, who also show completely different consumption habits and styles from the previous generation.
It is worth noting the grand background behind the change of annual goods: in the contemporary era of 490 million people "separating households" and the average family population has dropped to 2.62 people per household, young people generally leave their hometowns or families to go out to study and work and form small families.
And when more and more young people who have left their hometowns are forced to "celebrate the New Year on the spot", the New Year goods also carry more emotional appeals of this group of people.
According to the "2022 New Year Life Consumption Trend Report" (hereinafter referred to as the "Report") jointly released by iResearch Consulting and Taobao Live, the transaction amount of the Taobao Live New Year Festival (1.7-1.15) in 2022 maintained a growth trend, of which the turnover of the live broadcast channel increased by 20.5% compared with last year.
Among them, in the live broadcast channel, the top 10 categories of the 2022 Taobao New Year Goods Festival turnover are women's clothing, jewelry, food, beauty, 3C digital, mother and baby, home textiles, life appliances, major appliances and luggage accessories.
In addition, looking at the live broadcast of the whole network, "Entrepreneurship Frontline" also found three significant new consumer trends.
First of all, with the continuous enhancement of the health awareness of young people, nutritional health products and health foods have become new choices for their purchase of New Year goods.
For example, during this year's Vipshop New Year Festival, the number of orders for nutritional health products purchased by the post-90s increased by 15% compared with last year, and the post-95s increased by 20%. At the same time, Taobao New Year Festival data also shows that the turnover of probiotics and melatonin in the live broadcast room increased by 59% and 44% respectively.
It can be seen that after the stem of the "insulated cup soaking goji berries", the post-90s and post-00s health care masters also continued their "shopping-style life-saving" life posture when purchasing New Year goods.
Secondly, the revival of long-established brands has gradually become a new fashion in the live broadcast room.
For example, in the main venue of the Taobao New Year Festival, the "time-honored New Year Market" occupies a prominent position, and the product interface of the long-established brands across the country can be seen in the drop-down page. In the context of the recovery of the national tide, once the traditional old brand is injected with a new era connotation, it is inevitable to turn red and hot.
(Photo / Taobao "Time-honored New Year's Market")
According to the above-mentioned "Report", in 2022, more than 400 long-established brands participated in Taobao Live's sale of New Year goods. Among them, the turnover of the live broadcast room of the flagship store of Tao Taoju, a Cantonese restaurant, increased by 18431%; xifeng liquor, a typical representative of China's "fengxiang" liquor, also increased the turnover of the live broadcast room of its official flagship store by 2611%.
Jingdong consumption data also shows that compared with other age groups, the sales of post-00s purchases of long-established gift boxes increased by 4.5 times year-on-year. In addition to the product itself, they also pay more attention to the brand and cultural connotation behind the long-established brand.
Finally, after tasting the long-established souvenirs from all over the world, it is time to serve the elaborately cooked Chinese New Year's Eve rice. The only difference from previous years is that this year, with the popularity of pre-made dishes, more semi-finished dishes have also successfully entered people's Chinese New Year's Eve dinner table.
At the beginning of 2022, the stock price of the prefabricated vegetable concept stock represented by Weizhixiang and Guolian Aquatic Products rose for many consecutive days, which is enough to explain the popularity of this new track. And according to Tianyancha data, in recent years, the number of prefabricated vegetable-related enterprise registrations has gradually increased, of which more than 10,000 for the first time in 2018, and more than 12,000 in 2019 and 2020.
Ele.me data also shows that around the Spring Festival holiday, Ele.me prefabricated dish orders increased by more than 70% year-on-year.
The advantage of making a kitchen white can also become a chef is enough to make pre-made dishes a new choice for young people to buy New Year goods.
2002 goods also spring transport
In fact, the change of the New Year gift not only corresponds to the change of people's consumption patterns and habits, but also the change from traditional business logic to e-commerce ecology.
In the past, at the end of the year and the beginning of the year, the promotion activities of shopping malls and supermarkets have been able to meet people's explosive shopping needs. However, at this time, everyone's consumption habits are still on demand, and they also pay more attention to practicality and cost performance in the choice of New Year goods.
Nowadays, the form of traditional stores has been moved to online, the large-scale procurement that only appeared during the New Year's Festival in the past has become more routine, and the shopping carnival has become a super scene for purchasing New Year goods, behind which is a huge increase in consumption frequency and commercial efficiency.
The next rise is content e-commerce represented by short videos and live broadcasts.
Compared with the traditional e-commerce form, content e-commerce has changed from the past "people looking for goods" to "goods looking for people", the essence of which is to improve the efficiency of people and goods matching, indirectly reduce the cost of customer acquisition, and further increase the conversion rate.
For merchants, they need to rely on more efficient marketing methods to obtain traffic and monetize; for consumers, when the dazzling goods in the live broadcast room come to you, and the passionate introduction and agitation of the anchors come to the face, the idea of rational consumption is far less powerful than the idea of impulsive consumption.
When live broadcasting becomes a huge traffic entrance, it naturally has marketing and grass planting attributes, and it is naturally easier to become a key channel for shipping major brands in important festivals.
According to iResearch' forecast, the scale of China's live e-commerce market in 2021 will increase by 83% year-on-year to 2.3 trillion yuan, accounting for 15.5% of the overall online shopping market, and the compound growth rate from 2020 to 2023 is expected to reach 58.3%.
In addition, when the huge volume of live e-commerce encountered policy initiatives such as "local New Year", it also unexpectedly gave birth to the new phenomenon of "Spring Festival".
According to the Ministry of Transport, a total of 1.18 billion passengers will be sent across the country during the Spring Festival in 2022, an increase of 35.6% over 2021, and the impact of the epidemic on Spring Festival consumption will be weakened year-on-year.
What is even more lively is the new year delivery from the brand warehouse to all parts of the country.
Unlike in the past, when carrying large bags and small bags of gifts home to visit relatives, in the past two years, everyone seems to have gradually become accustomed to buying New Year goods online and mailing them directly to their homes.
The "Spring Festival of New Year Goods" not only meets the needs of people who return to their hometowns for the New Year to pack lightly, but also meets the needs of people in different places to send new year goods directly home. Behind the smooth operation of the "Spring Festival of New Year Goods" is the major platforms and express delivery companies that insist on "not closing during the Spring Festival".
After Debon Express took the lead in announcing the "Spring Festival" on December 14, 2021, Zhongtong, Yunda, Shentong and Jitu also issued announcements one after another that they would "not close" during the Spring Festival in 2022.
Many logistics companies even directly issue subsidies to employees to ensure the delivery efficiency of express delivery during the spring. According to public information, Jingdong Logistics will invest nearly 400 million yuan in the Spring Festival this year to subsidize employees who stick to the front line during the Spring Festival; Cainiao will also invest more than 300 million yuan in incentive subsidies to the first-line industry employees of Cainiao on duty.
03 New Year's Festival in the live broadcast room
Driven by the rapid development of the live broadcasting industry, the local New Year policy and the express delivery not closing, the live broadcast New Year Festival on major platforms this year began early.
The Taobao New Year Goods Festival was maintained from January 7 to January 24; the Jingdong New Year Goods Festival lasted from January 9 to February 7; Pinduoduo also launched the New Year Goods Festival on January 6; and the Douyin Good Things New Year Goods Festival lasted from January 1 to 16, and the quality of Kuaishou's New Year Goods Festival was the same as that of Douyin.
Taking the New Year's goods play on some platforms as an example, the Taobao New Year Goods Festival continues the previous coupons and full red envelopes.
The aforementioned "Report" shows that the turnover of live channels in the 2022 Taobao Live BroadcastIng Festival increased by 20.5% compared with last year, and the number of transactions increased by 16% compared with last year.
Douyin, focusing on the theme of "national tide out of the new, new taste of the new year to home", launched four sections of "Nongyin Welcome", "Ingenuity new year taste", "domestic goods gifts" and "source specialties", and also set up a special "Hometown New Year Goods Festival". Its relevant data show that during the New Year Festival, Douyin e-commerce launched 319,000 seasonal agricultural goods, and the sales volume of fresh agricultural specialties increased by 420% year-on-year.
Another notable trend is that since 2021, the traffic of major platforms has also been significantly tilted towards brand self-broadcasting.
For example, in the fourth quarter of 2021, the number of douyin brand self-broadcast accounts increased by 463% year-on-year, and half of the market share was leveraged by 5.1% of the number of accounts.
The "Taobao Live 2021 Annual Report" also shows that in 2020, Taobao Live broadcasting has produced a total of nearly 100 billion yuan of live broadcast rooms, of which the merchant live broadcast room accounts for 55%; according to Alibaba's introduction on the 2021 Investor Day, as of September 30, 2021, the merchant self-broadcast GMV accounted for about 60% of the overall GMV of Taobao Live.
In fact, after experiencing the "ice and fire" of the live broadcasting industry in 2021, when the platform traffic is intercepted by the head anchor and the brand side generally lacks the right to speak in the game with the anchor, the brand side has long realized that blindly relying on the traffic tilt of the head anchor is not feasible, and it is the key to support the brand store broadcast and private domain traffic and open the bridge between the brand and the consumer.
Compared with the anchor, the brand store broadcast obviously has no small advantage: the brand merchant knows more about its own products and can answer the buyer's various questions in detail in the live broadcast room; for the personalized user needs, the merchant can also adjust the product design, price and other aspects according to consumer feedback in a timely manner.
Therefore, in the carnival shopping festival represented by the New Year Festival, the achievements of some well-known brand stores have become more and more eye-catching.
Taking the domestic down jacket brand Bosideng as an example, it began to prepare for the Taobao New Year Goods Festival from the end of 2021, and during the New Year Festival, its official flagship store live broadcast room was broadcast continuously for 24 hours, which also exchanged its position in the top 1 of the clothing category list.
If in the traditional context, the purchase of New Year goods has become a burden for young people to a certain extent, then the selection of New Year goods in the live broadcast room obviously gives them a broader choice.
For three consecutive years of "New Year's Day on the spot", the wanderer is eager to return to his hometown, and some people may think that "the taste of the year is faded", but in fact, it is not. With the New Year goods and Spring Festival activities moving more from offline to online, although the image of the New Year has changed, the warmth and affection carried by the New Year goods have never been far away.