As the Spring Festival approaches, more people are choosing to stay in Beijing for the holiday, and the consumption of Beijing-style New Year goods remains strong. Many consumers who cannot bring Beijing specialties home in person are opting to mail them via express delivery. Reporters learned that many time-honored brands have seen sales growth through online channels.

-01- Orders from Other Regions Surge, Beijing Time-Honored Brands 'Celebrate the New Year Across Provinces'

CCTV Finance "First Time" program video

At Beijing Daoxiangcun's offline store, the New Year snack collection area not only features traditional pastry gift boxes like the festive Jingba Jian and Bo Bo Xia Zi, but also delicious cooked foods for the reunion table such as braised small elbows and red-braised pork. In addition, more affordable self-assembled gift boxes have also gained favor among consumers.

A person in charge stated that due to the increase in the number of people staying in Beijing for the New Year, Beijing Daoxiangcun has also stepped up its supply of goods. During this Spring Festival, the planned production of pastries is 13 million kilograms, an increase of 8.5% over last year. The planned production of meat products is 2.3 million kilograms, an increase of 10% over last year. In addition, online sales have grown rapidly, with online channel sales increasing by 135% month-on-month.

At another Beijing time-honored brand, Wu Yutai, reporters saw festive New Year tea gifts occupying the center of the store. The person in charge introduced that online orders have increased by more than 500% year-on-year, and jasmine tea New Year gift boxes have become the first choice for consumers.

E-commerce platform data shows that since the beginning of the New Year, the volume of orders sent from Beijing to other regions has increased by 52% compared with the same period last year. Sales of Daoxiangcun Jingba Jian pastry gift boxes, Tianfu Hao braised pork elbows, Quanjude lamb, and Tongrentang white bird's nest have continued to rise. In addition, beverages such as alcohol, tea, and milk, as well as seafood, meat, and seasonings, are mainly shipped to Guangdong, Fujian, Hebei, Shandong, Henan, and other places.

-02- New Year Goods 'Visit Each Other', A Large Number of Orders from Other Regions Sent to Beijing

Not only do Beijing's time-honored New Year goods leave the city through online shopping, conveying the filial piety and warmth of those staying in Beijing for the New Year, but e-commerce platform data also shows that New Year goods from various regions are arriving in Beijing one after another.

CCTV Finance "First Time" program video

To facilitate consumers' purchase of New Year goods, the "2021 National Online New Year Goods Festival" runs from January 20 to February 18. E-commerce platform data shows that on the first day of the "New Year Goods Festival," dried fruits, candies, and pastries remain the "New Year goods trio" of choice for Chinese families. Due to the call to stay local for the New Year, single-serving foods such as snail noodles and self-heating hot pot have become the fastest-growing New Year goods category on the first day of the festival, with an increase of 15 times.

In addition, the post-90s generation has taken over as the main force in purchasing New Year goods for the first time. Semi-finished New Year's Eve dinners, pet New Year clothes, window-cleaning robots, tableware sterilizers, and coffee gift boxes have become the most notable 'new' New Year goods in terms of growth.

During the New Year Goods Festival, various e-commerce platforms have created special activities such as "buying New Year goods," "going to the market," "cloud restaurant," and "cloud New Year greetings" through live streaming and cloud-based methods. Specialties such as Dandong strawberries, Jiangxi winter bamboo shoots, Sichuan bagel oranges, and Shandong old hens can be shipped directly from their places of origin to satisfy the New Year appetites of consumers across the country.

-03- Serving Those Staying Local for the New Year, Beijing Supermarkets Increase Stock of Regional New Year Goods

In addition to online consumption highlighting the characteristics of staying local for the New Year, many offline supermarkets have also increased their stock. Reporters learned that to serve more consumers "staying in Beijing for the New Year," basic livelihood categories such as fruits, vegetables, rice, flour, and cooking oil are fully stocked, with many items having doubled their usual stock. In terms of procurement of New Year goods, there is also a greater focus on the needs of those celebrating the New Year away from home and home-based consumption.

CCTV Finance "First Time" program video

At a fresh food supermarket in Beijing, reporters saw that cooked New Year dishes are already on sale. There are seafood platters, braised series, as well as Shandong cuisine's Yellow River carp, Cantonese sweet-skinned duck, and Huaiyang cuisine's lion's head meatballs.

Reporters also saw that the supermarket has multiple Cantonese-style pot dishes, allowing southern families spending the New Year in Beijing to taste the flavors of home. The person in charge revealed that sales of New Year dishes have increased by about 50%.

Reporters learned that with more consumers staying in Beijing for the New Year, major supermarkets have also increased their stock. At a supermarket in Beijing, rice sales are very hot, with some shelves already sold out. The person in charge revealed that previously, restocking was done twice a day, in the morning and afternoon, but now it has become restocking at any time. The daily stock of vegetables has also reached 10 tons, double the previous amount.

Considering the demand for staying at home during the New Year, the supermarket has also reduced procurement of gift boxes and increased purchases of internet-famous snacks and fitness game equipment to cater to young consumers.

Source: CCTV Finance

Tips will be paid 400-2000 yuan once adopted.