[economic interface] The golden bull sings high and the jade tiger gathers blessings in the spring. The Spring Festival is not only an important traditional festival in China, but also the peak of consumption. This year's Spring Festival consumer market is full of bright spots. Tiger element has become a "new favorite" in the eyes of consumers, bringing more flavor of the Spring Festival this year; The two-way flow of new year orders conveys warmth and blessings. Many consumers send their hearts to their relatives and receive greetings from their hometown; When the spring festival meets the Winter Olympics, experiencing a "strange fate of ice and snow" has become a new fashion for the new year. The Spring Festival consumption with "new" meaning fully shows the resilience and potential of the domestic consumer market. 1. Tiger element goods - shopping list occupies "C" [lens] During the Spring Festival holiday, the windows and entrances of many clothing brand stores in Beijing Yintai department store were replaced with goods with the Spring Festival element of the year of the tiger. The festive and bright "New Year red" attracted the attention of many people. Walking into a clothing brand store, a couple are trying on a new series of clothes. With Chinese red as the background color, this sweater integrates traditional elements such as tiger zodiac and Yuanbao, showing a strong "Chinese flavor". The girl told reporters that her Zodiac belongs to the tiger. This year is her life year. She plans to start a set of shoes and clothes for the zodiac in the year of the tiger, which feels more "year flavor". The tiger howls and the wind blows, and everything is renewed. During the Spring Festival, the consumption related to the "tiger" has set off an upsurge, and the products around the zodiac tiger have become a hot new product at present. The rise of various "national tide" commodities with tiger elements makes this Spring Festival more "Chinese flavor". Interestingly, the real tiger is now popular as a "cute tiger". The consumption trend of jd.com during the Spring Festival shows that as of February 5, tiger element commodities have increased significantly, and "cute tigers" in different forms have won the hearts of consumers: the turnover of jewelry commodities has increased by more than 50% year-on-year, of which the turnover of gold rings has increased by 28.5 times year-on-year; At the same time, Bao's parents are also very willing to buy new year tiger element equipment for their children. The turnover of building blocks and electric toys with tiger element increased by more than 10 times year-on-year. The cartoon tiger pattern is combined with traditional goods to make it more fashionable and fashionable. Brand merchants have launched tiger element featured new year goods one after another. Tradition collides with innovation, which not only increases the connotation of the brand, but also injects more vitality into the traditional culture. Many domestic brands take the Guochao IP loved by young people as the carrier, and combine the design elements of the year of the tiger new year to launch new year IP co branding, "tiger and tiger live in the wind" and other new year element commodities. Once they are listed, they will attract crazy looting and are greatly favored by young people. "The consumption during the Spring Festival is not only the concentrated outbreak of the people's annual consumption capacity, but also the concentrated display of the supply level of goods and services." Yi Shaohua, director of the Circulation Industry Research Office of the Institute of financial strategy of the Chinese Academy of Social Sciences, said that the change in demand reflected by spring festival consumption contains new potential and new kinetic energy of economic growth. As an indispensable member of the "atmosphere group" for the Chinese new year, folk goods such as Fu characters, couplets, lanterns and Chinese knots set off the atmosphere of the Chinese New Year more strongly. In a new year's street in Chengdu, Sichuan Province, small commodities such as tiger elements, Fu characters, hanging paintings and plush toys are placed in the most eye-catching position by merchants, "Fu Hu Sheng Wei", "auspicious year of the tiger", "like a tiger adding wings"... Creative commodities with good wishes for the new year have attracted many citizens to stop and buy. In the eyes of consumers, the Spring Festival has become a more traditional festival. Lin Na, President of Chengdu Service Industry Research Institute, pointed out that the transformation of the main consumption force of the Spring Festival from middle-aged and young people to "generation Z" has given new connotation to the traditional Spring Festival. The hot sale of tiger element commodities not only gives new ideas to the ancient New Year custom culture, but also carries the creative expression and new interpretation of traditional culture by young people, reflecting the magnificent vitality of traditional culture. 2. "Spring transportation of new year goods" -- sending Acacia by parcel in different places [story] This Spring Festival, some families may not be able to reunite due to some factors. The two-way flow of new year goods and New Year gifts repose people's wishes in all directions. This year, he Yue, who is "Celebrating the new year on the spot" in Beijing, ordered an intelligent floor washer for her family online. "The cleaning during the Chinese New Year is always very cumbersome, especially mopping the floor, which is a heavy physical work at home. When I'm not at home this Spring Festival, it's even harder for my parents to clean. This floor washer liberates their parents' hands and allows them to spend a worry free year in their hometown." He Yue told reporters. Digital supply chain makes the annual flavor of all parts of the country interconnected. In order to meet the people's consumption demand during the Spring Festival, government departments and industry associations have held a wide variety of new year goods festivals with their own characteristics according to the consumption characteristics of residents during the Spring Festival. According to the data of the Ministry of Commerce, consumer upgrading products have been welcomed since the "2022 national online annual goods Festival" began on January 10. Intelligent cleaning appliances are favored by consumers. The sales of mite remover and floor washer increased by 40.1% and 32.9% respectively year-on-year. In ancient times, a letter from home was worth ten thousand gold, but now the express delivery of new year goods is warm. Even thousands of miles apart, family affection will never be absent. During the Spring Festival, as express packages arrive at thousands of households, "Spring Festival transportation of new year goods" has become a new trend, which often accompanies the warmth from home and family. According to the monitoring data of the State Post Office, during the Spring Festival this year (from January 31 to February 6), the national postal express industry received and delivered 749 million express packages, an increase of 16% over the same period of the lunar calendar last year. During the festival, the demand for special products and festival delivery is strong, and the online sales of agricultural products continue to maintain a rapid growth trend. Through an online order, people who work hard in the countryside send healthy and fashionable food to their parents and relatives, while the new year goods from their hometown are full of a strong flavor of their hometown. On the dinner table on New Year's Eve, there are not only hometown specialties with nostalgia and concern, but also new tricks - "prefabricated dishes" has become a fashionable choice. According to the big data of the Ministry of Commerce, after the opening of this year's "online annual goods Festival", the sales of prefabricated vegetables increased by 45.9% year-on-year. Shu jueteng, spokesman of the Ministry of Commerce, said that in view of the large variety and quantity of goods and services required during the Spring Festival, all localities have launched more customized, intelligent, green and high-quality goods, as well as catering packages and customized New Year's Eve meals suitable for different groups to meet the needs of different consumers. "One year's death in the sound of firecrackers". This year, many citizens choose to buy electronic firecrackers online to create a different "year flavor". On an e-commerce platform, the monthly sales volume of simulated electronic firecrackers in some stores has exceeded 10000. Netizens commented that "the sound is very realistic and environmentally friendly. You can hang it up when you don't use it for decoration". Gao Baohua, a researcher at the Institute of international trade and economic cooperation of the Ministry of Commerce, pointed out that the current modern conditions of online shopping, platform economy and logistics configuration greatly enrich and facilitate people's procurement activities, and realize the all-round consumption upgrading from consumption content, purchase means to use and experience. The upsurge in consumer demand during the Spring Festival has undoubtedly injected a new vitality into the opening of the domestic consumer market in 2022. 3. "One pier is hard to find" -- the Winter Olympics ignites the ice and snow fever [data] Jingdong consumption data show that during the Spring Festival, the overall turnover of ski sports goods increased by 322% year-on-year, including 15 times the turnover of ski masks. The overall turnover of ice sports commodities increased by 430% year-on-year. In addition, the Winter Olympic Games has also driven the popularity of ice and snow tourism. On a tourism platform, the order volume of ice and snow tourism commodities increased by more than 30% year-on-year during the Spring Festival. Orders for ski resorts such as Changbai Mountain in Jilin and Yabuli in Heilongjiang are growing rapidly. Indoor ski resorts in Guangzhou, Chongqing and Chengdu have also become popular destinations, "300 million people on ice and snow" is becoming a reality. On the evening of February 4, the opening ceremony of the Beijing Winter Olympic Games was held. Many netizens opened the mode of buying the same model while watching the live broadcast. The "down jacket of the Chinese team at the opening ceremony of the Winter Olympic Games" became a hot spot. The sales of down jacket and sweater in the official flagship stores of many brands increased significantly month on month compared with last week. Among them, the Winter Olympic flag jacket and Gu Ailing's same sweater were particularly popular with consumers. The mascot Bing dwen dwen of the Winter Olympic Games is "hard to find". Data show that Bing dwen dwen has been streaming into the Olympic official flagship store on the night of the opening ceremony, and many of the surrounding products of the "ice pier" are almost "empty". Normalizing ice and snow tourism and experiencing ice and snow sports are becoming people's new sports habits. The spring festival meets the Winter Olympics, which not only promotes the consumption of ice and snow, but also promotes the development of ice and snow industry. With the opening of the Beijing Winter Olympics, people's enthusiasm for ice and snow sports has been completely ignited. On the fifth day of the first month, Zhang Han, who was celebrating the new year in Beijing, asked several colleagues to come to the ski resort for a "collective punch in". "Although I was born in Northeast China, I have never skied before. Now that Beijing holds the Winter Olympics, ice and snow sports are really 'hot'. I see many children skiing in my circle of friends and want to feel the charm of ice and snow sports." When it comes to this "first experience of skiing", Zhang Han's face is full of novelty and excitement. Zhang Han also showed the reporter a photo she took at the ski resort that day: "this is the hall where we lined up to rent protective equipment and lockers at the ski resort. There are so many people. We waited in line for nearly an hour to rent it. On that day, many parents came to play with their children's family. At the scene, we can feel that everyone is particularly enthusiastic about ice and snow sports." Dai bin, President of China Tourism Research Institute, pointed out that from a national perspective, the new pattern of "ice and snow economy" in full bloom all year round has taken shape, and there will be more and more ice and snow projects suitable for a well-off life in the future. In addition to classic projects such as head ice picking, Shichahai ice skating and Songjiang rime appreciation in heavy snow, more projects will be developed, such as looking for the north of Mohe, snow jumping in Xuexiang, ice and snow scenery show Shougang ice and snow exchange and other novel experiences. In Lin Na's view, at present, consumer demand has changed from purchasing basic daily necessities to improving the quality of life. Combined with the development trend of consumption upgrading, this year's Spring Festival consumer market presents a new feature - the coexistence of traditional physical consumption and trendy experiential consumption. Residents' consumption demand is no longer limited to the material level such as food and clothing. The consumption demand for experiential services such as culture and tourism is growing rapidly. New types of consumption such as ice and snow sports consumption, micro vacation consumption and digital culture and entertainment with the heat of the Winter Olympic Games are emerging. (Xinhua News Agency)