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Internet promotes New Year customs, adds new interest, and retains strong New Year flavor

February 14, 2019 09:24 | Source: People's Network - IT Channel
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People's Daily, Beijing, February 14 (Ren Yan) As a traditional festival in China, the Spring Festival has the strongest sense of ceremony compared with other festivals: buying New Year's goods, pasting Spring Festival couplets, going home for the Spring Festival, eating New Year's Eve dinner, paying New Year's greetings on the first day of the lunar new year, visiting relatives and friends, etc; The flavor of the year revealed by these customs symbolizes not only the beauty of Chinese family reunion, but also the wishes for prosperity in the coming year.

At the activity site of "New Year Goods Street" in Ginza, Jinan, consumers scanned the code to pay and completed online shopping and offline pick-up. (Photographed by Zhang Qi)

Customize the list of New Year's goods to experience the new retail experience of big data

As an activity to be prepared before the Spring Festival all over the country, "buying New Year's goods" has quietly changed with the rise and popularity of Internet technology.

According to the analysis of Tmall's Consumption Report on New Year Goods, even when buying New Year Goods, people of different regions and ages buy different products. While northerners are busy shopping online for fans and down jackets in vests, southerners are covered with quilts to get electric blankets and dresses; Facial masks and mobile phone masks have become the first choice for the post-90s; For the post-70s and post-80s generation, mother baby and children's books, children's literature, and primary school auxiliary commodities have become the best-selling commodities in the two generations.

At the same time, consumers also showed new demand for consumption upgrading. Buying is no longer limited to domestic goods, and the sales performance of imported health care products, olive oil, intelligent devices and other consumer upgrading products can not be underestimated. These are the epitome of the overall improvement of the quality of life of Chinese people.

Old traditions, new ways of play, interesting ways to play New Year's customs

Cleaning the house symbolizes getting rid of bad luck. Wearing new clothes and makeup symbolizes the new atmosphere of the New Year. New Year's Eve dinner and New Year's money are indispensable elements of the New Year. With the development of the Internet and technology, the Chinese people's ways of celebrating the Spring Festival are also increasingly rich.

From the 27th of the first month to the 6th of the beginning of the year, the interactive activity of "New Year Customs at My Home" played a New Year custom every day. While experiencing the traditional Chinese New Year customs, it won many benefits such as red envelopes, movie tickets, takeaway red envelopes, vacuum cleaners, and so on. Many netizens showed their new New Year postures one after another. The data shows that Shandong, the country of etiquette, has the highest proportion of consumers participating in interaction.

In addition to mobile phone interaction, there are also interesting stickers for the young post-90s and post-00s to show the New Year customs in the language of young people. In this regard, many consumers said it was very enjoyable. Old traditions and new ways of playing are full of strong New Year flavor.

The New Year custom is gradually rising, and the traditional New Year custom is newly interpreted

During the Spring Festival, the battle between different cities and the battle between the new and old generations will become a hot topic. In fact, no matter from the north to the south, or the new and old flavor, only the form has changed. The traditional flavor of the New Year has always been inherited, and in the new era, it has a new interpretation that is more different and suitable for all ages.

Among them, the second, third and fourth tier cities are the most eye-catching. With the development of Internet technology, the second, third, and fourth tier cities have burst out a development vitality that is not inferior to that of Beijing, Shanghai, and Guangzhou. More and more young people choose to stay in or return to these cities where they were born and raised, to catch up with the new wave of development, and many "New Year customs" have gradually emerged in various places: mobile phone shopping for New Year goods, code scanning for five blessings, family outbound travel... The digital economy outlines a new posture of the Spring Festival.

According to relevant data of Tmall, Guangdong, Zhejiang, Jiangsu, Shandong and Fujian ranked top 5 provinces in terms of annual goods consumption. From the urban perspective, the growth rate of annual goods consumption in the third and fourth tier cities reached 55%, surpassing that in the first tier cities (51%) and second tier cities (54%), showing a strong purchasing power.

Breaking the Regional Misunderstanding and Exploring the New Year Flavor of a Dynamic City

It's said that Xinjiang people will ride home for the Spring Festival? It's said that people in Inner Mongolia live on grassland yurts on New Year's Eve? It is said that Shandong Han people's New Year's Eve dinner is pancake roll scallions? Different customs are brewing in different regions, and there are many ironic misunderstandings about the customs and tastes of different cities.

In response to the regional misunderstanding of the New Year customs, Tmall took the lead in launching the "Internet Breaking" action, with the topic of "Misunderstanding My Year" as the starting point. With the help of the Internet, Tmall launched the "City Tasting Activity" in 50 new dynamic cities with rich cultural accumulation and economic development potential, to deeply explore the topic of people's livelihood, promote communication between different regions, and explore the New Year flavor of new dynamic cities.

At the activity site of "New Year Street" in 10 cities, including Changzhou, Nanchang and Guiyang, citizens guessed and grabbed red envelopes, bought online and picked up offline, delivered in 19 minutes, and panned out eggs... All kinds of creative interaction experiences and new retail experiences, such as cloud POS, triggered the card punching experience of the old, middle-aged and young generations; Folk customs, dialects, and urban food are gathered one by one, and the classic elements of the city's 40 years of flavor are regained. Intangible cultural heritage inheritors, folk masters, and other famous folk masters interpret the city's New Year customs on the spot; In the form of interactive live broadcast and live broadcast scenes inside and outside the shed, consumers are led to deeply feel the New Year's taste and customs.

It is not difficult to find that while the Internet redefines "New Year customs" and "New Year goods", it also records changes in people's new lives. The Internet era has given birth to a new way to interpret the old customs, which has brought new vitality to the old customs, adding a sense of technology, international style and a sense of the times; The New Year's custom in the new era is a microcosm of the growing prosperity of the country and the prosperity of people's lives. It not only expedites the birth of the ancient New Year's custom culture and inherits new ideas, but also reflects the improvement of the Chinese New Year's pattern and carries the new understanding and yearning of Chinese people for a better life in the new era.

(Editor in charge: Ren Yan, Yang Bo)

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