---
title: "Policy Tailwinds: What New Trends Will the Upcoming New Year Goods Market See?"
description: "With the optimization of epidemic prevention policies, the upcoming New Year goods market is expected to see a strong recovery. Distributors must seize the opportunity to maintain their market share and pursue growth, especially in the gifting sector where health-conscious products like nut gift boxes are performing well."
author: "Amy"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-12-20"
language: "en"
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# Policy Tailwinds: What New Trends Will the Upcoming New Year Goods Market See?

> With the optimization of epidemic prevention policies, the upcoming New Year goods market is expected to see a strong recovery. Distributors must seize the opportunity to maintain their market share and pursue growth, especially in the gifting sector where health-conscious products like nut gift boxes are performing well.

**Introduction: The New Year goods festival is set for a "big rebound," and distributors must seize the time to protect their core business and strive for growth points.**

Recently, as epidemic prevention policies have been optimized, the state has successively issued the "20 measures" and "10 new measures," canceling universal nucleic acid testing, arrival testing, and venue code requirements. Familiar scenes are gradually returning. Starting from the early morning of the 13th of this month, the "Communication Itinerary Card" service, which had been in place for several years, was officially discontinued, meaning that travel is no longer marked by risk areas, and cross-provincial and cross-regional movement is no longer restricted. More and more people are considering returning home for the Spring Festival, and enthusiasm for going home is high. With favorable policies, this undoubtedly brings new vitality to the upcoming recovery of the New Year goods market.

**"Health" becomes a new buzzword in gifting, with nut gift boxes performing prominently**

The Spring Festival is the most important holiday for Chinese people, and they are accustomed to purchasing New Year goods in advance to welcome the new year. In the past, the essential gift trio was cigarettes, alcohol, and sugar, but now it has changed significantly. Among the four most common snack categories—nuts and roasted seeds, dried fruits and preserved fruits, pastries and desserts, and meat and braised products—nut products are becoming a daily essential snack trend due to their richness in unsaturated fatty acids (which are not easily obtained in daily diets), dietary fiber, various vitamins, and minerals. The "Dietary Guidelines for Chinese Residents (2022)" recommends that the public consume 25-35 grams of soybeans and nuts daily, emphasizing that nuts are an important part of residents' daily dietary combinations. In this context, consumer survey data shows that nearly 60% of consumers have a habit of eating nuts frequently, and nearly 80% of consumers choose nuts and dried fruits as gift box sets. The Spring Festival is the most important gifting occasion. After the "10 new measures" policy was introduced, visiting relatives and friends is no longer restricted. The long-silenced family reunion scenes due to the epidemic will reappear across the country, and gatherings will become the warmest backdrop of this Spring Festival. Therefore, some believe that this year's New Year goods festival is destined to be a "big rebound," especially as offline channels will occupy an irreplaceable high ground in brand Spring Festival marketing this year. According to the "2022 Nut Industry Insights" report released by Kantar and Tmall Innovation Center, the second half of the year (from mid-autumn in September to November and around the Spring Festival) is the peak period for nut gifting.

During the 2023 New Year goods festival, the hot sales of Three Squirrels nut gift boxes in offline channels illustrate this point. Journalists visiting distributors and major supermarkets found that the nut gift box market is performing very well. When contacting a distributor in Shandong, she was extremely busy, still supervising loading and unloading at the warehouse at 7 p.m. This is her busiest time of the year, and also her most reassuring time. A large number of orders are pouring in, giving her great momentum.

**Three Squirrels' new offline strategy achieves initial success, with potential not to be underestimated**

According to the head of Three Squirrels' offline business division, this year is the first year of Three Squirrels' full-coverage layout for nut gifts. To date, 547 brand-authorized distributors cover more than 500 county-level markets with populations over 300,000. Additionally, more than 80 wholesale market distributors have been established in key wholesale markets nationwide, and more than 200 major distributors for gift group purchases have been integrated. As of November 1 this year, the initial payment for stocking plans from Three Squirrels' offline channels reached 723 million yuan, nearly equaling the total performance of last year's New Year goods festival (November to January).

Currently, Three Squirrels nut gift boxes are displayed in supermarkets nationwide, presenting a bustling scene. -Township markets- -Wholesale markets- Such impressive results are not unrelated to Three Squirrels' "leading" position in the nut gift market, but more importantly, they are closely linked to the implementation of Three Squirrels' offline strategic layout this year and the early planning of New Year goods festival strategies. Public data shows that during last year's New Year goods festival, Three Squirrels' offline shipments exceeded 800 million yuan. According to monitoring by investment research institutions, during last year's New Year goods festival, the estimated total data for the nut category at 8,000 KA stores nationwide showed that Three Squirrels' POS total for the nut category in offline supermarket channels reached 616 million yuan, accounting for 16.5% of the offline supermarket nut category during the New Year goods festival, with a year-on-year growth rate of 339%, driving significant overall growth in the supermarket nut category during the festival. With such clear advantages, this year Three Squirrels has not only launched a full-coverage strategic layout and vigorously integrated the offline market order, but also carried out a series of preemptive and efficient layouts for the New Year goods festival. Before the start of the festival, Three Squirrels completed an upgrade of its nut gift supply model, implementing a two-stage supply model of pre-centralized stocking plus dynamic safety inventory. This measure improved the stable supply of nut gifts during the peak season and was unanimously welcomed by distributors.

**Summary:** Offline is the main battlefield for the Spring Festival New Year goods market. With the relaxation of policies and the push of this Spring Festival wave, distributors must seize the time to protect their core business and strive for growth points. Although there are still some uncertain factors in the external environment, opportunities coexist. Spring Festival gift boxes and family stockpiling for the New Year are normal consumer necessities. In the same market environment, distributors should be adept at identifying opportunities and capturing more market share.


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