Taobao released the "Top Ten New Year Items" for the Year of the Tiger, and all the items with the word "tiger" in them sold out

On January 25 , Taobao released the "Top Ten New Year Goods for the Year of the Tiger", namely floor scrubbers, chef-prepared New Year dishes, ski suits, script-killing games, low-calorie snacks, Spring Festival mobile phone cases, creative Spring Festival couplets, New Year flower buckets, tiger head hats, and pet New Year clothes.

The reporter learned that the top ten new year goods for the Year of the Tiger were selected based on searches, sales, transaction amounts and year-on-year growth rates on the Taobao platform in the first three weeks of January 2022 , representing the consumption trend of new year goods for the Year of the Tiger.

Figure 2: Among the top ten new year products on Taobao in 2022 , ski suits and floor scrubbers are on the list

" Every Spring Festival, we find a group of 'new faces' in New Year goods , most of which are closely related to the social hot spots and new life trends of that year." Zeng Ni, a clerk in Taobao's Spring Festival marketing activities, said, "This year's Spring Festival showed several relatively obvious new consumption trends. There are new New Year goods brought by new hot spots such as the Winter Olympics and the Year of the Tiger, as well as 'new varieties' of regular New Year goods such as Spring Festival couplets and food launched for young people . It can be said that the changes in New Year goods, to a certain extent, reflect the changes in the lifestyle of contemporary people and also give new connotations to New Year customs."

The Spring Festival of the Year of the Tiger coincides with the Beijing Winter Olympics. In addition to cheering for the Olympic athletes, the "One Billion People on Ice and Snow" campaign has made ice and snow sports the most fashionable winter activity, which has also driven the sales of ski suits, snowboards and other equipment to double year-on-year.

"Tiger" and "Fu" have similar pronunciations , and in traditional Chinese culture, the tiger symbolizes vitality and bravery . Zeng Ni introduced that various brands are competing to launch products with the theme of the Year of the Tiger, striving to be the first to benefit during the peak sales season of the Spring Festival .

The "tiger content rate" of New Year goods has become the new " traffic code". Taobao data shows that since the launch of the New Year Goods Festival, the transaction volume of goods with "tiger" has increased significantly : the search volume of " tiger year spring couplets ", "tiger year sweatshirts", "tiger year bags", "tiger head hats" and other goods has increased by 500% month-on-month ; an average of 257,000 mobile phone cases with the theme of " tiger year" are sold every day , and the sales of a Taobao store in Shanxi that makes tiger head hats have increased by 300% compared with previous years.

Photo : A tiger hat Taobao store in Shanxi has seen its business triple during the Lunar New Year of the Tiger, which comes only once every 12 years .

There are also many "new tricks" for traditional New Year goods . In previous years, the whole family would clean up and prepare the New Year's Eve dinner, which was lively but tiring. Nowadays, people want to have a sense of ritual during the New Year, so chefs prepare New Year's dishes to be the center of the New Year's Eve dinner , and floor scrubbers have become the main cleaning machine for the family.

Because they can be eaten after heating without cutting, washing or seasoning, the sales of pre-prepared dishes during the New Year Goods Festival doubled compared to 2021. Whether it is the time-honored Guangzhou Restaurant, Xinghualou, or new brands, they have launched chef-prepared New Year's Eve dishes, including home-cooked dishes such as fish-flavored pork shreds and eight-treasure rice pudding for more than ten yuan, family banquet delicacies such as Dongpo pork and lion head for dozens of yuan , and nourishing famous dishes such as fish maw chicken and Buddha jumping over the wall for hundreds of yuan .

Dubbed the "intelligent cleaning magic tool", the floor scrubber can clean itself, vacuum and mop at the same time, greatly reducing housework time. Many consumers wrote in the product review area: "It works well for me. I will buy one for my parents before the Chinese New Year so that they don't have to work so hard when cleaning."

Figure /2 During the Tmall New Year Goods Festival in 2022 , the sales volume of floor scrubbers increased by 150 % year-on-year

In addition to meeting the needs of food, clothing, housing and transportation, social games such as script-killing games, which are popular among young people, have also become "must-have" items for Spring Festival gatherings , taking a share from the "national quintessence" mahjong. Data shows that in the past three weeks , the search volume and sales volume of script-killing games on Taobao have increased by more than 100% year-on-year , and those born after 1990 and 1995 constitute the main consumer group.

Liu Ming, a 21- year-old college student, is a fan of script-killing games. Before the holiday, he bought five scripts and sent them back to his hometown. In his opinion, playing cards, singing karaoke and playing mahjong are "the old three things" and "playing script-killing games with friends is much more exciting!"

Wei Pengju, dean of the Institute of Cultural Economics at the Central University of Finance and Economics, said that online shopping for New Year's goods has replaced "stockpiling New Year's goods in advance and physically carrying them home" , and " Taobao-style New Year's celebration" has become a trend. The top ten new year goods released by Taobao also, to a certain extent, reflect the evolution of New Year customs in the digital age.

"The cultural genes of New Year customs will be passed on, and the ways of celebrating the New Year will continue to be enriched. It will present new characteristics of the times with the development of history and society. During the Spring Festival in 2022, despite the epidemic, the theme of family reunion has become more intense, and new customs such as chasing the Winter Olympics and script killings have also emerged. The increasingly abundant material conditions and cultural supply have also provided a fertile soil for the formation of new customs." Wei Pengju believes .

Taobao

Year of the Tiger

New Year's Goods