Young people's "home life": chasing domestic food and treating electrical appliances as figurines

Young families' online consumption continues to grow, and many new ways of living at home have emerged.

As patriots, they bring Xinjiang milk and delicacies from the Chinese Academy of Agricultural Sciences to the dining table; like collecting figurines, they are keen on buying all kinds of high-looking small household appliances; fun snacks in large packages suitable for posting on WeChat Moments are popular; young people who are interested in maintaining health are keen on low-calorie and low-salt foods.

"During this year's Double 11, young people born in the 1990s and 1995s are leading a new trend in family consumption. The new families they have formed are showing new characteristics of individuality and diversity in their daily consumption," said a relevant person in charge of Tmall Supermarket.

"Eating" is the most common and important thing in family life. "Domestic delicacies" are loved by young families. Niche milk and local regional milk brands are breaking through the circle and going nationwide.

For example, Xinjiang milk brands such as Maiqiu'er, Xiyuchun, Ximu Tianshan and Tianrun are popular all over the country. During the Double 11 shopping festival, Xinjiang milk sales on Tmall Supermarket increased by more than 100% year-on-year. Many regional old brands and niche milks such as Chengdu Jule Milk, Guangdong Yantang Milk and Guangxi Buffalo Milk are also popular in shopping carts.

Agricultural science academy delicacies have become the "new internet celebrities" in the family snack box . The colorful potato rice crackers from Northwest A&F University, the colorful cloud jelly from Yunnan Agricultural University, and the mulberry juice from Guangdong Academy of Agricultural Sciences became one of the fastest growing snack categories in Tmall Supermarket during this year's Double 11. Among them, an oatmeal developed by the Chinese Academy of Agricultural Sciences grew by nearly 100%.

Buying small home appliances is like collecting figurines. Small, colorful, and cute-looking "high-value" appliances often appear on social media and have become an important participant in a better life. In a consumer survey conducted by Tmall Supermarket, 70% of consumers preferred the appearance of appliances. This year's Double 11, high-value electric hot pots and single-person rice cookers were also hot-selling on Tmall Supermarket.

Appliances are getting smaller, but snacks are getting bigger. Large-packaged snacks suitable for selfies and sharing are very popular among "stay-at-home youth". PLUS snacks such as 2-pound bagged potato chips and 1.2-meter-long tube potato chips have doubled year-on-year during Double 11.

Young people are not too particular about health. Not only are snacks low in calories and salt, but also "oil, salt, sauce and vinegar" are becoming increasingly healthy. During this year's Double 11, various brands' health-oriented low-salt soy sauce became popular, and Haitian's low-salt soy sauce sales increased by more than 60% year-on-year. In addition, new products such as low-fat and low-sugar vinaigrette and low-calorie sugar are also emerging.

It is reported that those born after 1995 have become the fastest growing group on Tmall Supermarket. Tmall Supermarket is also constantly introducing trend categories to meet the more diverse consumption preferences of young consumers.

Double Eleven

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