Staying home and getting tipsy becomes a new year custom: Kaola.com’s female wine purchases increase 300% during the Spring Festival, with third- and fourth-tier cities leading the growth

This year, 100 million people celebrated the Spring Festival in their hometowns, becoming "Yuan Nian Ren" (people who celebrated the Spring Festival in their hometowns), which also gave rise to various new customs. Among them, the growth of women's wine consumption became one of the highlights. According to Kaola.com data, women's wine consumption increased by 300% during the Spring Festival, and the growth rate in third- and fourth-tier cities was more obvious. Sparkling wine, fruit wine , and pre-mixed cocktails were very popular.

In previous years, liquor was the absolute center of the Spring Festival drinking party . This year , the sisters also have the "freedom to choose wine" for the Spring Festival, and the consumption of low-alcohol female wine has risen rapidly . Staying at home and getting tipsy has become a new year custom for the sisters.

On Kaola.com , the post -85s prefer sake, cocktails and whiskey during the Spring Festival, while the post- 90s prefer fruit wine. From a regional perspective, the sisters in Shanghai, Beijing, Hangzhou and Shenzhen are loyal supporters of fruit wine, while those in Sichuan and Chongqing prefer whiskey, which is easy to get drunk. The sisters drank the world's finest wines and spent the most comfortable Spring Festival.

"Most of Kaola's black card members are sophisticated women who pursue self-pleasing consumption. Staying at home during the Spring Festival allows them to get rid of the pressure of their image . They can meet up with a few close friends, get a little tipsy and enjoy themselves, and celebrate the Spring Festival the way they like . " said Wang Linlin, head of the fast-moving consumer goods industry at Kaola.

As a membership e-commerce platform for the new middle class, Kaola is also using new models such as global selection and exclusive customization to help black card members find a way to spend the Spring Festival that suits them.

During the Spring Festival, Kaola's treasure buyers and overseas stores from more than 70 countries will remain open during the Spring Festival, bringing back global New Year products such as big-name new products, carefully selected goods, rare limited editions, etc. to black card members and domestic consumers , and using new methods such as live broadcast and direct mail to achieve zero time difference with global goods ; diplomats from 10 countries stationed in China will live broadcast magical New Year customs and recommend local magical New Year products; there will also be New Year "wonderful meetings" on three continents and pet-exclusive customer service, creating a new experience of self-pleasing consumption during the Spring Festival for black card users.

During the Spring Festival, Kaola launched a New Year " Wonderful Meeting " to allow consumers to experience the world in one day

According to Kaola.com , in addition to the hot sales of women's wine during the Spring Festival , high-end skin care products also grew by 200% , and brands such as La Mer and Whoo became the favorites of the sisters. While taking care of their skin, the sisters visited the Global Wonders on Kaola.com and learned about coffee culture, wine culture, perfume culture, Japanese dessert making, and skin care knowledge through live broadcasts, spending an exquisite Spring Festival at home.

In addition, this year's Spring Festival overseas shopping has also spawned many new phenomena. The elderly have also started to shop overseas to "please themselves" . Himalayan pink salt, Swedish oat milk, Japanese steam eye masks and other global good things have begun to appear on their Spring Festival shopping lists . Even pets have become an important atmosphere group for the Spring Festival. During the Spring Festival , pet New Year's greetings clothes and pet Spring Festival couplets are hot-selling, among which the New Year's greetings clothes for cats and dogs have increased by more than 160% compared with normal days .

Koala Global Shopping