As the Spring Festival approaches, buying new year’s goods has become the focus of people’s attention.
Compared with previous years, in this year’s New Year’s market, national fashion products are favored by consumers. From the white shoes that have appeared in the fashion week, to the sweatshirts customized by Anta for the Year of the Tiger, to the trendy nut boxes with Chinese-style packaging of Baicao flavor, consumers, especially those born in the 90s, are increasingly leaning towards national trends in their choice of New Year goods. Wind merchandise.
Vipshop data shows that since the New Year Festival started on January 8, Chinese sports brands such as Anta and Jaili have launched national fashion apparel, driving their sales to soar. Anta’s overall orders have increased by more than 50% year-on-year, and orders from well-known national sports brands such as Huaili and Xtep have also increased by more than 80%.
This means that Guochao, as a new trend in purchasing New Year goods, is being embraced by time-honored brands. Most of the people who buy Guochao are young people born in the 1990s. According to the “Yangtze Evening News” report, among the professionals who use national fashion brands, the post-90s generation accounts for 62.66%, becoming the main consumer.
It is understood that in order to meet the needs of the post-90s generation for Chinese New Year products, brands such as Anta and Huaili have successively launched a series of clothing for the Year of the Tiger Spring Festival on Vipshop. In order to echo the New Year, these clothing are mostly based on Chinese red and are integrated Tiger traditional Chinese painting, zodiac and other traditional Chinese elements. Led by these popular national trends, domestic brands have shown explosive growth among young people. Taking Hui Li as an example, the order volume of the post-90s generation has increased by 141% year-on-year, far exceeding its overall growth rate.
In fact, in the traditional areas of New Year’s goods such as snacks, nuts, etc., the national trend is also ushering in an explosion. At the Vipshop New Year Shopping Festival, the top two sales in the food and beverage category were both domestic brands. For snacks and nuts that are indispensable during the New Year, the packaging of national fashion and Chinese style has gradually become an important consideration for young people when purchasing products.
National fashion products not only satisfy the national pride of the post-90s generation, but also deeply attract contemporary young people from their appearance. The “2020 Generation Z Consumer Attitude Insight Report” released by CBNData shows that in the current era, “appearance is “Justice” is a common perception, and the requirement for appearance is also reflected in all aspects of life. 64% of consumers will buy products with more attractive packaging. In particular, consumers represented by the post-95s generation pay more attention to the appearance of products.
Snack brand Baicaowei has benefited a lot from this. It has launched a variety of nut trend boxes with Chinese-style packaging for the Year of the Tiger, which has attracted the attention of a large number of post-90s consumers. The high-looking packaging has also been recognized by consumers. According to Vipshop data shows that in the two days before the New Year’s Day, Baicaowei’s order volume increased by as much as 309% year-on-year.
With the support of the national trend, the flavor of the Spring Festival is returning. For the post-90s generation, the flavor of the Spring Festival not only comes from holidays, Spring Festival couplets, lanterns, and visiting relatives and friends, but also from these new year goods full of national trends. surrounded.
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