During the Spring Festival, the New Year’s goods market is very lively. From classic and charming time-honored brands to innovative trends of "New Year’s goods", people are enthusiastic about purchasing New Year’s goods, and the consumption concept of the younger generation is injecting a different kind of vitality into the New Year’s goods market.

The old-fashioned large collections are popular

The food wine and wolfberry raw pulp of Tongrentang, the braised dishes of Quanjude and Fengzeyuan, the cooked food of Donglaishun, the hotel accommodation of Jingneng, the cashmere sweater of Xuelian, the pastries of Yili, and the orange juice of Arctic Ocean... The Tongrentang Group Party Building Alliance Promotion Conference and the New Year's Fair Exhibition and Sales event located on the South Third Ring Road, Fengtai District are lively. The time-honored New Year's goods are exquisite and diverse, attracting a steady stream of consumers to come for "one-stop" shopping.

This New Year's Festival exhibition and sale event brought together 11 member units of the Party Building Alliance and municipal state-owned enterprises to conduct exhibition and sale. A two-story New Year's goods exhibition and sale area was set up on site, with nearly 40 booths and an exhibition and sale area of ​​450 square meters, including more than 300 products in eight categories such as big health, clothing, and daily necessities.

"We independently developed products and cosmetics for food and medicine, based on Tongrentang's classic prescriptions, and we have discounts of 40% to 50% off today." Chen Jiafu, Party Secretary and General Manager of Tongrentang Technology Development Co., Ltd., introduced that this New Year's Festival exhibition and sales event brings together a lot of time-honored brands of high-quality and low-cost products. On the one hand, it is to let everyone have a happy, happy and affordable year. On the other hand, it is also a reflection of state-owned enterprises' fulfillment of social responsibilities in promoting consumption, maintaining growth, and benefiting people's livelihood.

"We launched a 30-year discount activity on the New Year's goods festival area on the homepage of the platform. Consumers can buy time-honored products of aquatic products and cooked food in the live broadcast room, with better prices." Cheng Bin, the person in charge of the booth of "Beijing Enterprise Direct Sales", is demonstrating how to place an order on the platform with one click to buy New Year's goods. He said that as a state-owned enterprise e-commerce platform, "Beijing Enterprise Direct Sales" is currently engaged in exhibitions and sales at important transportation hubs such as stations, as "Beijing Enterprise Direct Sales" as an e-commerce platform, it has been jointly conducted with municipal state-owned enterprises and many time-honored brands to exhibit and sell at important transportation hubs such as stations, providing citizens and passengers with one-stop opportunity to purchase high-quality domestic and traditional time-honored products, realizing online selection of gifts, and direct sales of Beijing Enterprise Direct Sales to home.

"New Year's goods" brings up the emotional value

With young people born in the 1990s and 2000s joining the ranks of New Year's goods purchases, factors such as whether the purchase is convenient and fast, whether the product coexists with innovation and tradition, and whether there is a New Year atmosphere will affect their choice.

Spicy strip-flavored dumplings, probiotic fermented pickles, fancy couplets are pasted on old iron doors, and new range hoods are installed on old stoves... This Spring Festival, young people bring new technology, New Year's flavor and novelty as "New Year's goods" to accompany their families to experience the innovative Spring Festival.

Li Li from Zhejiang mastered several magic programs before the Spring Festival and was preparing to show his skills at this year's family gatherings. "Although many props are simple, the installation is very ingenious. Most of them are around 10 yuan and the price is not expensive." Li Li said that in the past, people always didn't know what to talk about at Spring Festival parties. With these magic props, the atmosphere suddenly became lively, and everyone could try to get started, which increased interactivity and fun.

There are many consumers like Li Li. The reporter searched on Taobao and found that with "party props" as the keyword, there are all kinds of magic props, which are not only rich in variety, but also affordable, and are suitable for consumers of different levels. Data shows that during Tmall's "New Year's Festival", the sales of magic performance toys and props increased by 174% month-on-month and 116% year-on-year.

The online platform's instant access model has become a priority channel for young people to choose New Year's goods, and the younger and high-quality specialty products on the platform are also becoming the mainstream choice in the New Year's goods market.

Yang Youheng, director of Dingdong Maicai Products, introduced that in recent years, the New Year gift boxes purchased by young people have become more novel and interesting in terms of packaging and product form. This year, Dingdong Maicai’s New Year gift box launched more than 300 gift box products, and the product selection has achieved both quality and cost-effectiveness. Among them, the "Good Intention Head" fruit series and the pastry series jointly developed with Luxi River have become representatives of the special "creative New Year's goods" and are deeply loved by young consumers.

Inject momentum into New Year's goods consumption

The policy support and market vitality are integrated, injecting strong momentum into New Year's goods consumption. Recently, the "2025 National Online New Year's Festival" jointly organized by the Ministry of Commerce and other departments has been launched.

Ho Yadong, spokesperson of the Ministry of Commerce, said that this New Year’s goods festival will pay more attention to quality consumption. All localities will adapt to the needs of upgrading their quality of life and, on the basis of ensuring the supply of daily necessities, increase the supply of high-quality goods and services such as time-honored brands, domestic products, and online travel, and will deeply promote consumption integration. All localities are actively exploring new models of integrated development and promoting local specialty products through "offline exhibition and sales + online live broadcast".

Many e-commerce platforms have responded positively to help the consumption boom in the New Year’s goods festival. Tmall's "New Year's Goods Festival" has a wider variety of New Year products, from new global big-name "Snake Year Limited" products to regional food specialties from all over the world, focusing on "everything is available". Government subsidy activities are also continuing, and they are the first to launch online distribution on Tmall. The eight major appliance categories are subsidized by up to 2,000 yuan, and the New Year’s Day subsidies are as low as 30% off. The person in charge of the Pinduoduo’s “New Year’s Day” event said that Pinduoduo will join hands with millions of merchants such as agricultural products, domestic products and global brands to provide all-category subsidies to fully meet consumers’ holiday needs of “supplying New Year’s goods and celebrating the New Year’s goods with great fragrance”, and will focus on high-quality agricultural products, special New Year’s goods, time-honored brands and domestic brands, providing consumers with richer and more affordable New Year’s goods products. (Economic Daily reporter Li Siyu)