10 trending items: new consumption trends in Tmall Double 11

What are the new consumption trends in Tmall Double 11 in 2021? On November 11, Tmall New Life Research Institute selected 10 trend items: skis, outdoor power supplies, pet toys, archaeological blind boxes and figures, atmosphere lights, morning C and evening A, four treasures of the study, pre-prepared dishes, floor scrubbers, and child safety seats.

Life needs small surprises, small pleasures, a sense of security and warm company. In 2021, these 10 items will constitute consumers' Tmall Double 11 memories.

1. Snowboard

As the Beijing Winter Olympics approaches, skiing has become the most popular outdoor sport this winter. As of 1:00 a.m. on November 11, the sales of ski equipment on Tmall increased by more than 140% year-on-year. Women's ski wear and parent-child ski products have become best-selling items.

For young people today, not taking photos is like not skiing. During this year's Tmall Double 11, sports cameras became the "best companion" for skiing, and sales of DJI Action2 and GoPro soared. The skiing craze also boosted the sales of ice and snow tourism. According to data from Fliggy, ice and snow tourism increased by more than 2 times during the Double 11 period , and 70% of consumers were from the south.

2. Outdoor power supply

If you can’t go far, just travel around. Camping has become popular, and it has also brought the new industry of outdoor power supplies to the forefront. From November 1 to 9, the sales volume of mobile power supplies increased by 230% year-on-year, becoming a well-deserved " dark horse " .

The popular "exquisite camping" in 2021 not only has tents, tables and chairs, but also barbecues, hot pots, lights and music. Experienced campers even bring cameras, computers, drones, small refrigerators, juicers, projectors and other equipment. No wonder "staying at home depends on air conditioning, and camping experience depends on power supply". Mobile and portable outdoor power supply makes camping fresh and never far away from comfortable life.

3. Pet toys

Pets are becoming the emotional companions of young and elderly people in cities. In addition to basic cat food, automatic cat litter boxes and water dispensers, pet clothing and cleaning and beauty products, there is now "spiritual food" - toys.

During this year's Tmall Double 11, pet toys became one of the fastest growing categories in the pet industry. Sounding toys, cat magic boxes, cat turntables, automatic plush balls, cat climbing frames, etc. attracted much attention. Wei Ka, a new brand that is striving to become the first in the industry, achieved sales of over one million with its "Internet celebrity" cactus cat climbing frame.

4. Archaeological blind boxes and figures

Everything can be a blind box, and people are constantly looking for new hands-on experiences. An interesting phenomenon this year is that the dignified and elegant museums have also joined the ranks of "players".

Previously, Henan Museum took the lead in launching the "archaeological blind box" on Taobao , where young people can experience the process of excavating bronze artifacts and cultural relics. In the first hour of November 11, sales of eight museums increased by more than 100% year-on-year. Five major museums, including Sanxingdui and Gansu Provincial Museum, also joined forces for the first time to collect treasures from their collections and launched a limited edition joint archaeological blind box.

Archaeological blind boxes are the other side of trendy figures, and together they constitute the spiritual world of young people.

5. Ambient lighting

An atmosphere light that allows people to watch the sunset at home at any time has become a new topic on social media. The number of transactions on November 1 increased by more than 3 times month-on-month. When the atmosphere light is turned on, a warm and peaceful atmosphere like the sunset is created on the wall, which heals the heart in the fast-paced life.

"The sunset is especially romantic, and the world is full of tenderness." A consumer left a message saying: " I turn it on for a while every night before going to bed, and my heart is warmed. "

6. C in the morning and A in the evening

In the morning, a cup of coffee ( Coffee) refreshes you and starts the day's work. At night, you need alcohol (Alcohol) to help you sleep and end this hard day. C in the morning and A in the evening are called "must-haves for modern people . "

New coffee brands such as Yongpu, Sandunban, Sumida River, and Jiyin, and new domestic liquor brands such as Meijian, Zebra Craft Beer, and Jiushilang, all surpassed the transaction volume of the entire day in the same period last year in the first hour of Tmall's Double 11 shopping event on November 1.

The "C in the morning and A in the evening " joint package also came into being. Tmall New Life Research Institute found that in the past six months, more than 36 million people went to Tmall to unlock coffee and wine, and women's consumption exceeded that of men.

7. Four Treasures of the Study

Wearing Hanfu and digging for archaeological blind boxes can no longer satisfy young people's love for traditional Chinese culture. Tmall New Life Research Institute found that the first batch of post-00s began to copy scriptures, practice calligraphy, and play the guzheng, unlocking the fun of "classical life".

During the Tmall Double 11 shopping festival this year , the four treasures of the study became the new "Internet celebrities" in the shopping carts of young people, with the number of consumers and the amount of consumption by post-00s increasing by more than 100% year-on-year. The "antique-level" time-honored brand Shanlianhu Brush increased by more than 140% year-on-year, and Hu Kaiwen, which specializes in Huizhou ink, increased by more than 20 times.

The national trend is a "cultural confidence trend" and also a new lifestyle.

8. Pre-prepared meals

The confidence that young people get from cooking for the first time is probably given by pre-prepared meals. During the Tmall Double 11 shopping festival this year , pre-prepared meals, including semi-finished dishes and instant dishes, were hot, with transaction volume increasing by about 2 times year-on-year.

Classic cuisines such as Cantonese cuisine, Sichuan cuisine, Hunan cuisine, and Northwestern cuisine have all introduced semi-finished dishes. Kung Fu dishes such as golden soup fish maw chicken, crispy pork, Inner Mongolia beef bones, lion head, wine-flavored shad, and Peking duck can be delivered to your home after you place an order, instantly turning you into a first-class chef.

9. Floor scrubber

Heavy housework can be overwhelming, but with simple and easy-to-use tools, a tidy home environment can become a small happiness in life.

Vacuum cleaners and mops are of course good, but automatic floor scrubbers are becoming more and more popular, which has led to the growth of a large number of new entrepreneurial brands. New brands such as Tineco, Dreame, and Whale Watch have experienced explosive growth.

10. Safety seat

The concern for children's safety reflects the progress of society. This year's Tmall Double 11 had a good start, and child safety seats became one of the most explosive categories: within 36 minutes of the sale on November 1 , the transaction volume exceeded the entire day last year. Among the top 7 best-selling items in the maternal and child parenting industry, safety seats accounted for 4 seats.

Life is beautiful, safety is more important.

11. Specially recommended item: One Shoe Plan

The top ten items reflect the majority of people’s yearning for a better life. The needs of a minority also need to be paid attention to. We have also selected a special item: the “ One Shoe Project ” for people with disabilities .

Why can't you buy just one pair of shoes? This problem, which most people ignore, is actually the real need of some physically disabled groups. This unspoken rule was broken by seven brands. On October 22, Tmall launched the "One Shoe Plan" in cooperation with seven brands including Huili, Skechers, Reebok, Jordan, Camel, Semir, and ECCO. During the Double 11 shopping festival, 98 people's shopping orders included "one pair of shoes" for the first time.

There are also many businesses that are spontaneously paying attention to and meeting the niche needs of niche groups. For example, a silicone prosthetics shop owner sold 101 silicone fingers. A lingerie designer after breast cancer surgery provided gentle " armor " for 99 women who lost their breasts . No matter how faint, it is still light. These products and orders have become the best harvest of Tmall Double 11 this year .

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