With the change of supply and demand, since last year, similar to Ms. Zhang, through the cell phone "group" good goods of the New Year's shopping way, gradually become the standard of the young group. They will make a series of consumer decisions in a short period of time, and enjoy the service of buying anywhere, anytime. As a result, instant retailing has become a new trend in Chinese New Year consumption.
The fastest time for everything to arrive at home is 30 minutes. Instant retail has become mainstream
As a basic element of Chinese New Year, buying New Year's goods has always been considered a wind vane of retail trends, which to a large extent reflects the changes in consumption in the new year.
In the offline retail era, many people start stocking up on new year's goods a month in advance to prevent material constraints and price fluctuations. In the era of traditional e-commerce, the quantity and abundance of goods have been greatly improved, but in order to avoid the tight express delivery capacity during the Spring Festival, consumers tend to start selecting half a month in advance. In the era of instant retailing, consumers not only want the most affordable and high-quality goods, but also the fastest and most convenient service. Many people will even start to work on the new year's goods on the day of New Year's Eve.
In order to meet the dual requirements of consumers for "goods + service" and "quality + speed", since January this year, Meituan flash sales, preferred business **** with the launch of the "New Year's Day" and "Spring Festival". "and" Spring Festival does not close "activities, to provide consumers with a wealth of New Year's goods and the fastest 30-minute delivery service. It is reported that the Meituan New Year's Eve Festival covers a wide range of categories such as casual snacks, digital 3C, agricultural and sideline products, including Mars, Yizhi, Yili and other brands, Apple, Huawei, Xiaomi and other brand chain dealers, as well as China Resources Vanguard, Carrefour and other nearly 600 superstores, convenience store brands, have joined this large-scale activities.
In recent years, with the continued abundance of consumer goods, the center of gravity of the retail system has gradually shifted from goods as the core to both goods and services. The popularity of digitalization and the integration of online and offline, so that consumers for the "online order at any time, offline instant fulfillment" requirements are increasingly high, many consumers are difficult to wait three days or longer for a particular product.
The data from Meituan also confirms this consumer trend. In the case of digital 3C, for example, since the "New Year's Day", the platform cell phone searches have increased by more than 10 times year-on-year compared to last year, and the number of orders for cell phones delivered by Meituan flash sales has increased by more than 15 times year-on-year. In addition to digital 3C and other high unit price goods, consumer demand for instant fulfillment, but also quickly spread to the mother and baby, beauty and other daily necessities, as well as agricultural and food products and other categories of goods.
In this regard, the relevant person in charge of Meituan said that throughout the New Year's Eve period, the platform will be through the flash sale and other means, for the country 2800 urban counties to provide 24 hours online, the fastest 30 minutes delivery of retail services, covering a variety of categories, including liquor snacks, day hundred hardware, fruits and vegetables fresh, flowers and plants, pets and mother and baby, digital books.
"National New Year's goods circulation" has become a new trend
Although the form of consumption of New Year's goods has changed, but "home", "New Year's Eve", The "New Year's Eve dinner" is still the three key words of the Spring Festival consumption.
Meituan data show that in early January, the platform "New Year's Eve" related searches grew the most rapidly, up more than 12 times year-on-year. Among them, the search volume of electronic firecrackers and electronic fireworks increased by more than 500%, and the search volume of standard New Year's Eve goods such as Spring Festival couplets, lucky charms, and gift boxes increased by more than 200%.
While inheriting New Year's Eve customs, young consumer groups are also pushing the boundaries of diversity in Chinese New Year consumption. Meituan data show that this year's Spring Festival consumption shows two obvious trends, one is the circulation of New Year's goods, consumers for the quality of New Year's goods, diversified requirements are increasingly high. Secondly, the market size of the lazy economy is further expanding, such as hiring a deep cleaning before the year, choosing to dine out with the whole family on New Year's Eve or purchasing pre-prepared dishes in order to easily prepare the New Year's Eve dinner.
As of early January, the number of orders for the "National New Year's Eve Dinner Group Purchase Package" has doubled compared to the same period last year, and the number of online catering merchants supplying New Year's Eve dinner packages has increased by 118% compared to the same period last year. At present, more than 600,000 catering and local life service merchants have signed up to participate in Meituan's "No Closing Time in Chinese New Year" campaign to meet the public's consumption demand during the Spring Festival. From the "booking" information, Shanghai, Beijing, Chengdu, Hangzhou, Guangzhou, Suzhou, Shenzhen, Wuhan, Nanjing, Wuxi is keen to book the New Year's Eve dinner in advance of the top ten cities.
Even when preparing for the New Year's Eve dinner at home, more and more consumers are choosing to save time and effort, and pre-prepared dishes have become a shortcut for young people to step into the "five-star chef".
According to NCBD's "2021-2022 China Prepared Dishes Industry Development Report", the market size of China's prepared dishes exceeded 300 billion yuan in 2021, and is expected to exceed 830 billion yuan in 2025.
The data from Meituan confirms the rapid development of the relevant market: in 2021, the platform's sales scale of prepared dishes increased four times compared to 2020, and since entering the New Year's Eve cycle, the growth rate of relevant orders has continued to maintain a high rate of growth. Among them, coconut chicken, pepper pork belly chicken, pickled fish and other hot commodities before the Spring Festival.
In terms of New Year's purchases, consumers are no longer just focusing on "hometown flavors", but are bringing home good flavors from across the country and even around the world. The data from Meituan Preferred shows that since entering the New Year's Eve cycle, the scale and frequency of the circulation of specialties from the north and south of the country has increased rapidly. since January, more than 100,000 Korla pears have been sent from Xinjiang to Baise, Guangxi; more than 100,000 hairy crabs and snappers have been sent to the countryside from the cities.
"The off-site orders mainly come from young people, who want to share the good flavors they discovered with their parents at this special time of the Spring Festival." The relevant person in charge of Meituan said. Driven by this, Meituan Preferred only "filial piety single" monthly scale exceeded 3.5 million orders, a record high. Among them, Beijing, Guangzhou, Shenzhen, Dongguan, Shanghai, the top five of the order, Baoding, Zhoukou, Anqing, Huizhou, Shangqiu is the most received filial piety single city.
"As the Spring Festival approaches, the frequency of platform users placing orders in different places continues to increase. Meituan preferred team has been well prepared for this, will continue through the 'farm fresh direct' system, the country's good taste, the fastest speed to more than 2,600 cities and counties." The relevant person in charge of Meituan said.
Service retail may become a new engine of economic growth
Whether it's the fastest 30-minute allotment of all the New Year's Eve goods, or the most time-saving way to enjoy the New Year's Eve dinner, a lot of data and trends have shown that the proportion of consumer group spending on service retail continues to rise.
According to the National Bureau of Statistics (NBS), over the past two years, the growth rate of the national production index for the service sector has been significantly higher than the growth rate of the social retail sector.2021, the national total retail sales of social consumption goods grew by 12.5% year-on-year, with an average growth rate of 3.9% over the two years. Meanwhile, the national service sector production index grew 13.1% year-on-year, averaging 6% over two years.
In this regard, the China Center for International Economic Exchanges, deputy director of the Economic Research Department, Liu Xiangdong, said in an interview with CCTV: China's total consumption of goods 40 trillion out of the head, service consumption of about 20 trillion, only half of the consumption of goods; and according to 2020 data, the United States of America's service consumption of about 10 trillion U.S. dollars, close to the size of the commodity consumption of two times. That is to say that the disposable income of Americans, a small part spent on commodity consumption, most spent on service consumption.
Wen Bin, chief researcher of Minsheng Bank, interpreted that: China's Engel's coefficient is 29.8, close to the level of developed countries, which means that China, with the increase in the level of income of the residents, the structure of consumption is also improving and optimizing. Food actually accounts for 29.8% of our overall income, down from nearly 70% at the beginning of the reform and opening up. In terms of the new direction of consumption development, services will account for an increasing proportion of consumption.
China (Hainan) Institute for Reform and Development of the research group, the study report that China's consumption trend is to upgrade from material consumption to service-oriented consumption, it is expected that during the "14th Five-Year Plan" period, China will cross the material consumption society, enter the service-oriented consumption society, urban and rural residents will reach more than 50% of the proportion of service-oriented consumption.
As the wind vane of the year's consumption trend, the trend of annual consumption, including Meituan, shows that consumers are increasingly pursuing the perfect combination of commodity retailing and service retailing, and want both good commodities and good services. This universal demand may become a new engine of economic growth.
In this regard, the person in charge of the Meituan New Year's Eve Festival said: "Affordable + instant" is the theme of Spring Festival consumption across the platform. Commodities, the United States Mission in the joint brand on the basis of concessions, the introduction of "59 minus 15/109 minus 30" and other savings coupons to help consumers develop different combinations of money-saving programs. In terms of service, Meituan will provide 550 million yuan of distribution subsidy funds during the Spring Festival to protect consumers' needs for 24-hour instant consumption.