On September 29th, what is worth buying released the key words of September consumption: autumn, new and school.
In September, autumn began to enter all parts of the country, and the consumption of the change of seasons was opened accordingly, which coincided with the Mid-Autumn Festival, and the GMV of Mid-Autumn Festival-related goods increased by 26.55% year-on-year. Since the beginning of this month, the "trade-in" national subsidy (referred to as "national subsidy") activities have been launched in various places, superimposed with consumption vouchers and other activities, which has greatly boosted consumer enthusiasm, and what is worth buying In September, the GMV of "trade-in" keyword goods increased by 389.7% year-on-year. In addition, the arrival of the school season has driven the growth of consumer demand for digital products such as mobile phones, computers, and smart watches, among which the GMV of computers has increased by 142.10% year-on-year, and various co-branded stationery sets and sports equipment have become essential items for students.
Zhang Yuang, head of e-commerce marketing, said that September not only carries the daily consumption demand of the changing season, but also accumulates consumption for the upcoming National Day holiday, and the special thing about September this year is that the national subsidy and consumption vouchers have greatly boosted the user's consumption enthusiasm and encouraged the full release of "new" demand. Therefore, what is worth buying quickly summarizes the preferential policies and subsidies information in various places, creates content topics, and brings users a one-stop decision-making entrance.
In the future, we will continue to pay attention to the real needs of users, focus on more interest scenarios, summarize high-quality content across the network, help efficient consumption decisions, and further improve the connection efficiency and quality of supply and demand.
"One key into autumn" drives seasonal consumption
As autumn begins to gradually enter across the country, autumn consumption, which focuses on changing seasons, gradually becomes a scale in September.
In September, the GMV of "coats" increased by 431.48% year-on-year, of which down jackets, cotton clothing, and coat GMV increased by 380.32%, 274.97%, and 146.65% year-on-year respectively, and the GMV of sweatshirts, trousers and other underwear increased by 92.15% and 78.97% year-on-year, and the GMV of new Chinese wear represented by horse-faced skirts, cheongsams, and national-style tops increased by 204.29% year-on-year. Xiang Wenbi, the person in charge of the clothing industry, introduced that the enthusiasm for clothing consumption in September was not only driven by the change of seasons, but also because many e-commerce platforms have recently directly issued clothing consumption coupons, which have been directly recognized by users.
In addition, the demand for health care in autumn is also on the agenda of more consumers. In September, the popularity of what is worth buying "health" increased by 21.71% year-on-year, and the GMV of millet and yam increased by 45.12% and 16.04% year-on-year respectively. Nutritional supplements have also maintained a strong growth momentum, with bird's nest, ginseng tablets, and ejiao ranking among the top categories in terms of consumption.
As one of the most important traditional festivals in China, the Mid-Autumn Festival "reunion economy" in September also brought new consumption heat to the market, and the GMV of "Mid-Autumn Festival" keyword goods increased by 26.55% year-on-year. Moon-viewing, lantern watching and exhibitions became the most popular travel themes during the Mid-Autumn Festival, driving the GMV of "garden" and "museum" keywords to increase by 74.06% and 18.06% year-on-year.
In September, there is not only the Mid-Autumn Festival, but also the 11th Golden Week, many users travel in advance, and enjoy the journey through programs such as "Mid-Autumn Festival, please take 3 days off and 8 days off", "National Day please take 2 days off and 10 days off". The GMV related to long-term tourist destinations such as Qinghai and Xinjiang increased by 138.43% and 10.38% year-on-year.
In addition, the game masterpiece "Black Myth Wukong" in August has not stopped, which continues to drive the tourism boom in Shanxi, and the related popularity increased by 131.73% year-on-year. The comprehensive experience of "combining culture and tourism" has increasingly become an influencing factor for consumers to choose travel destinations.
The implementation of the "national subsidy" stimulates the demand for replacement
"Golden September and Silver Ten" has always been the peak season for home decoration consumption, and this year's "national subsidy" policy superimposed on the specific landing of consumption vouchers in various places, not only directly improved household appliances, home consumption, but also boosted consumers' enthusiasm for more consumer goods, what is worth buying in September "trade-in" keyword goods GMV increased by 389.7% year-on-year.
What is worth buying Chi Yu, the person in charge of the home appliance industry, introduced that the trade-in "national subsidy" policy was issued by the Ministry of Commerce and other four departments, mainly for 8 types of household appliances with energy efficiency (water efficiency) levels of level 1 and 2, with a maximum subsidy of 2,000 yuan per piece. The scope of application not only focuses on online e-commerce platform consumption, but also covers offline automobile, home decoration, kitchen and bathroom, and service experience consumption, allowing consumers to enjoy a full range of discounts.
Since the launch of the "national subsidy" policy, 20 regions such as Guangdong, Shanghai, and Hubei have further expanded the scope of subsidies on the basis of 8 types of household appliances that have been clearly subsidized by the state, so as to meet the more diverse needs of consumers, while 23 regions such as Beijing, Chongqing, and Hangzhou have adopted an immediate reduction model to issue subsidies for household appliances, which is convenient for consumers to enjoy discounts immediately, effectively activating and driving the rapid growth of consumption related to key categories such as home appliances and home furnishings. In view of the differences in the pattern of local programs, What's Worth Buying also officially launched the "National Subsidy" activity area page across the country at the end of August, so that consumers can directly find local preferential activities and make consumption decisions more efficiently.
In the What's Worth Buying platform, in September, the GMV of "trade-in" of household appliances increased by 113.4% year-on-year, of which the GMV of major appliances increased by 208.1% year-on-year, and the large appliances of kitchen and bathroom increased by 115.6% year-on-year, and 8 types of subsidized products performed well. Chi Yu said that the "Golden Nine and Silver Ten" is the traditional decoration season, but in the past, many consumers took into account the double 11 and deliberately postponed the purchase of related household appliances and home decoration, and the landing of the "national subsidy" accurately undertook this part of the consumer demand and was released in a timely manner, "not only 'buy early and enjoy early', but also 'buy early and discount'." Chi Yu said.
It is worth noting that the "national subsidy" policy has also further promoted the improvement of home service security. Chi Yu introduced that many home furnishing brands have launched convenient services such as door-to-door pick-up and green recycling, which effectively solved the problem of replacing furniture and building materials categories, further released the vitality of domestic demand, and promoted the transformation of category sales.
The "school season" brings fire to digital and sports consumption
In addition to the change of seasons and new ones, in September, what is worth buying "starting school" keyword consumption GMV increased by 51.06% year-on-year, schoolbags, little genius phone watches GMV increased by 112.32% and 10.75% year-on-year, and 3C products represented by mobile phones, laptops and learning machines have also become popular items in the school season. There are also many brands aimed at the consumer group of college freshmen, and actively tailor a new consumption scene of "school backpack" for them, such as Deli China Aerospace co-branded stationery gift box set is unanimously favored by students, which has also become a new phenomenon in the consumer market this autumn semester.
The preferential treatment of the "national subsidy" has also spread to students' consumption of hot digital products, and various consumption vouchers have been superimposed on platform discounts, which has formed a strong stimulus to potential consumer demand, driving the rapid growth of consumption in the three major categories of platform laptops, desktop computers and computer installations. What is worth buying, the GMV of computers in September increased by 142.10% year-on-year, and the mechanical revolution Aurora X 16-inch, ThinkPad thinking notebook ThinkBook 16-inch, and mechanical revolution Unbounded 14X 14-inch became the three most popular laptops.
Under the guidance of the national "Healthy China" strategy and the "Opinions on Strengthening Youth Sports to Enhance the Physical Fitness of Teenagers", the popularity of children's sports has also shown a significant upward trend. Sporting goods ushered in hot sales in the school season, among which the GMV of football, basketball and other related sports products increased by 30.62% and 18.19% year-on-year respectively, and the search volume of badminton increased by 25.34% year-on-year. At the same time, some footwear and apparel products also continued to be popular, with GMV of running shoes and sportswear increasing by 55.41% and 25.43% respectively compared with September last year.
What's worth buying has also launched the "Everything New Life Value Campus" opening season activity, through the linkage of online topics and offline activities, to create a one-stop consumption entrance for students and parents to "buy new equipment and welcome the new semester". Among them, in the online topic, what is worth buying focuses on the core consumption scenarios of students' clothing, food, learning, and play, and selects popular and good things, so that the new students are full of "ritual" when they start school, among which the GMV of games, travel, clothing, shoes and bags increased by 43.27%, 20.23% and 19.89% year-on-year respectively.
"What is worth buying, monthly consumption keywords" is a summary of consumption trends launched by the platform based on the real needs of users and the focus of industry operations. The platform expects to be able to more accurately grasp market dynamics and trends through monthly data and interest combing, so as to provide users with better content services, provide reference and suggestions for internal operations, and also output more timely and real market feedback to the industry. In the future, the platform will also focus on more market hotspots and consumer interests, create a richer and more professional content position, continue to improve the connection efficiency of the B-end and C-end, and create a better world of free flow of consumer information.