Wenchuang New Year’s Goods, National Tide Good Things … What’s your ＂hand gift＂ for Chinese New Year？
The Spring Festival is coming, and the first folk art festival in Qinhuangdao City, Hebei Province kicked off in 1984 in the Cultural and Creative Industry Park. Among them, the experience of making handicrafts has become a favorite gift for children in the Spring Festival. The picture shows the children showing their own lanterns. Photo by Cao Jianxiong (people’s picture)
On January 16th, Russian imported flour "Ryazan Nocica" was put on the shelves in Cuiwei Road Store of Beijing Hualian Supermarket, and became a popular "foreign new year’s goods". Photo by He Luqi (people’s picture)
From January 13th to February 9th, Shanghai Disney Resort runs through the Spring Festival of the Lunar Year of the Rat with special theme activities, blending rich Mickey and Minnie elements into the flavor of China, and offering visitors a Chinese and Western Spring Festival "menu". The picture shows related cultural and creative products. Xinhua News Agency reporter Ren Yushe
The Spring Festival of the Year of the Rat is getting closer and closer. Relatives, friends, colleagues, classmates, and people from all over the world get together noisily, and they also buy gifts and send New Year greetings. Although this Spring Festival gift is humble, the knowledge behind it is not small. In affluent Chinese, visiting relatives and friends no longer chooses urgently needed commodities in life as "hand-holding gifts", and traditional gifts such as dim sum, grain, oil and drinks have become unfashionable. Imported snacks, cultural and creative products, new electronic products, fashionable goods and creative goods are favored by consumers; Even for traditional annual gifts, consumers have higher and higher requirements for quality and brand. The change of Spring Festival gifts reflects the new trend of consumption upgrading brought by China’s economic development and the improvement of people’s living standards.
Carefully choose to place your blessings.
At night in Wudaokou, Beijing, a hot pot restaurant in Chongqing is steaming and full of people, which is a lively scene of festivals.
"Send each of you a calendar of the Forbidden City in the Year of the Rat, and also give you an early year!" As soon as a young man with glasses sat down, he took out a gift and gave it to his friends around him. One of the people who accepted the gift took out some small boxes as feedback: "It is estimated that my gift is still popular. I am preparing a limited edition game for everyone! "
As the Spring Festival approaches, many people will carefully choose a Spring Festival gift for their relatives and friends who have not seen each other for a long time. Generally speaking, the number of Spring Festival gifts is not necessarily large, and the price is not necessarily expensive, but what matters is a gift. Behind it, it not only reflects people’s expectations and blessings for life, but also reflects a kind of "taste of the year" and "vigor" as the days get better.
Aunt Zhang, 53, grew up in Beijing and served as the "chief accountant" at home for a long time. Every year during the Spring Festival, Aunt Zhang can’t help but be careful. "Because relatives and friends are around, I walk a lot during the holidays. In the past, when visiting relatives and friends on holidays, it was standard to send a box of eggs, a barrel of oil and two bottles of more popular wine. If you want to change the pattern, you will replace a bucket of oil with a box of lulu, and you can also replace eggs with a box of milk. The consideration of this is that food gifts are more practical and the recipients can use them directly. " Ms. Zhang said that in recent years, the purchase of Spring Festival gifts has changed greatly compared with before, with more types, more patterns and more choices. "Eggs, snacks, such things, certainly won’t send, who all don’t lack this, holding also heavy, appear not exquisite enough. I will still choose a practical annual gift, but try to be fresh. " Ms. Zhang introduced that, for example, her friend is over half a hundred years old and usually doesn’t pay attention to grooming himself. At this time, it will be more popular to send some good quality cosmetics.
People who return home from big cities for the Spring Festival often choose some gifts that are difficult to buy or unusual in their hometown. Ms. Sun returned to Northeast China for the Spring Festival from Shanghai this year. She bought "White Rabbit" toffee, lipstick and hand cream for her niece in her hometown. "White rabbit toffee is not rare, but the lipstick and hand cream with toffee fragrance will feel very fresh." In the past two years, many brands have launched cross-border goods, such as Forbidden City make-up, Starbucks cups, and six-god RIO drinks, which have boosted consumption and become popular holiday "hand-holding gifts".
Gifts that embody exquisite life are more popular with young people who pursue quality. Xiaoyu studied abroad and came back this Spring Festival. She specially prepared a rose fragrance for her girlfriends as a Spring Festival gift. "Put this small bottle in the closet, and clothes will smell of roses after a long time." A friend gave her a set of Chinese-style tea bowls. "This is a black glazed tea cup that imitates the kiln. The purple-black carcass has rabbit hairlines like ravines. Although you may not make tea often, if you want to drink tea, you have to match the tea set in China with the tea in China. " Chinese-flavored annual gifts are very popular in the market. Many museums and art galleries have introduced cultural and creative gifts, and porcelain, silk scarves and stationery engraved by national treasures are not expensive and antique, which are sought after by consumers.
There is a new fashion in hand-holding ceremony.
Compared with the usual communication, people have more "Nian" atmosphere when they meet and communicate and visit relatives and friends during the Spring Festival, and they will pay more attention to the choice of gifts. The change of Spring Festival gifts has also become a unique perspective to observe consumption changes.
So, what are the "new fashions" of this year’s Spring Festival gifts?
New electronic products are popular. Jiang Nan, who is a sophomore, recently received Huawei Mate30 pro from her parents. "Actually, I mentioned it to my dad before. I said that if I get into the top 10 in the final exam, I want to change to a new mobile phone." Jiang Nan said that his father, as a lecturer in colleges and universities, is usually very strict with his academic requirements, but he is also unambiguous in meeting his needs for electronic products. "Computers, mobile phones, SLR, processors, displays, lenses, these updates are too fast. I like this gift very much. " Jiang Nan said.
Quality and packaging are more thoughtful. Xiaolin, from Wenzhou, Zhejiang, is engaged in publishing and distribution-related work, and usually likes to visit bookstores and gift shops. Recently, Kobayashi has been busy packing every Spring Festival gift for himself. "I will buy some gift boxes and paper bags online, and sometimes I will buy packaging services directly. Last month, I bought a set of small bowls for my friends. In the online shop, I can buy gift box packaging, ribbons, greeting cards and even packaging services directly. I think that going to a friend’s house with a delicate gift box can make the other person feel my mind about preparing gifts. "
Health and cultural consumer goods are favored. "On holidays, everyone will wish for good health. In fact, it is better to send health products directly." Liu Xi, who is engaged in legal consultation, said that he chose a neck massager for his parents this year and bought a foot bath bucket and latex pillow two years ago. While improving the quality of life, people are also willing to pay for cultural life. Xiao Di, 25, is going to give a movie calendar to her good friend. He said that although there are not many businesses that produce gifts such as movie calendars, they pay attention to them every year, and taking related products as gifts can also reflect their distinctive personal style.
There are more and more imported goods. The 2nd China International Import Expo, held in November 2019, not only attracted more global enterprises to participate in the Expo, but also accumulated intentional transactions reached 71.13 billion US dollars a year, an increase of 23% over the first session. In 2019, China’s total import volume was as high as 14.31 trillion yuan. The increase in the proportion of imported goods is also evident in the consumption during the Spring Festival. "Now in the New Year, not only will I buy more imported goods when I buy my own new year’s goods, but also the frequency of imported fruits, snacks, drinks and cosmetics has increased when I visit relatives and friends." Ms. Dong, who works as a nurse in a hospital in Tianjin, said.
The trend of consumption upgrading is obvious.
Spring Festival gifts are rich in flavor and there are many patterns of consumption upgrading.
Ren Xingzhou, a researcher at the Institute of Market Economy of the State Council Development Research Center, said that China’s consumption structure is upgrading from subsistence consumption to enjoyment consumption and development consumption, from material consumption to service consumption, and from traditional consumption to new consumption. Spring Festival gifts also reflect this trend.
On January 20th, the latest data released by JD.COM Big Data Research Institute showed that during the "JD.COM New Year Festival" from January 1st to 15th, the sales of the old biscuit cake brand on the platform of JD.COM increased by 450% year-on-year, the turnover of imported health care products by JD.COM increased by 83% year-on-year, and the turnover of famous brands such as Budweiser, Heineken, Snow Beer, Hennessy and Great Wall increased by more than 200% year-on-year & hellip; … The trend of consumption upgrading is very obvious.
At the same time, some innovative products have also become the "darlings" of Spring Festival consumption. For example, JD.COM Computer Digital cooperated with New Year Pictures Creation Camp to combine traditional New Year pictures with scientific and technological products, and jointly developed and launched three customized gift boxes for New Year pictures, namely Huawei smart watch, Dell G3 notebook and kindle e-book, which brought the traditional taste of New Year back to the Spring Festival, and technology and culture sparked a different spark and won enthusiastic response from consumers.
In 2019, China’s final consumption expenditure contributed nearly 60% to economic growth, and consumption became the first driving force for economic growth. It is predicted that in 2020, the steady growth of residents’ income will lead to the improvement of consumption power, the continuous upgrading of residents’ consumption structure, the improvement of consumption environment and the enhancement of consumption willingness, and it is foreseeable that the consumer market will be more colorful. Mr. Wang, the operator of Wenchuang products, said: "In recent years, all kinds of cultural products that creatively transform traditional culture have attracted widespread attention in the market. Traditional mascots with different shapes and daily stationery with Chinese patterns have both the color of the Spring Festival and the cultural heritage, and are also the first choice for many young people’s Spring Festival gifts. In fact, the added value of the product mainly comes from the design idea behind it. The popularity of this kind of goods is proof of consumption upgrading. Maybe ten years ago, most consumers still paid more attention to benefits. At that time, the value of creativity and design was not easy to be fully recognized in the market. "
Jing Junmei, an associate researcher at the Institute of Economics of Beijing Academy of Social Sciences, pointed out that the change of Spring Festival gifts is a reflection of economic and social development, and also a reflection of people’s feelings, values and sense of identity in the process of social interaction, which contains material changes and spiritual trends in social development.
"Now, the new changes in the consumption of Spring Festival gifts seem to have come from ‘ Physical system ’ To ‘ Identification system ’ In the form of differences, but it is still a manifestation of value. People give cultural and creative products or electronic products mainly because they think these products are creative and valuable and can convey the emotional expectations of the giver. Of course, such recognition needs the prosperity and development of economy and culture as an important support. " Jing Junmei said that the changes in the choice of gifts for the Spring Festival can especially reflect the psychological trend of the current consumer groups. For example, the recognition of innovative ideas, the optimism of high-tech products, and the yearning for spiritual and cultural life are also reflections of consumption upgrading.