On May 6, Douyin e-commerce released the "2024 May Day Consumption Trend Report" (hereinafter referred to as the "Report"), presenting the consumption trends of platform users during this year's May Day holiday. The report shows that before and after the May Day holiday, outdoor equipment, new Chinese clothing, beauty and skin care and other products all experienced small sales peaks. More and more consumers choose to use value-for-money shopping channels, weekend limited-time groups of 10,000 people and other activities. Place an order.
Camping, as a new form of leisure that has emerged in the past two years, has become the first choice for spring and summer outdoor activities for many families due to its affordability and parent-child friendliness. Douyin Mall's value-for-money shopping data shows that the camping craze continues during this year's May Day holiday. In the month before the holiday, a total of 670,000 pieces of camping equipment such as tents and moisture-proof mats were sold, and the number of orders increased more than 10 times year-on-year. In addition, activities such as mountain climbing, cycling, diving, and fishing have gradually become new choices for young people to travel outdoors. The report shows that in April this year, the sales of various types of hiking poles, bicycles, and diving equipment on the Douyin e-commerce platform increased by more than 130% compared with the same period last year.
Sun protection equipment is essential when traveling during the holidays. At the same time, the new generation of young consumers are increasingly pursuing "cost-effectiveness" and want to be sophisticated and budget-conscious. The report shows that before the May Day holiday, the Douyin e-commerce platform sold an average of 370,000 sunscreen products per day, of which more than 50% of users placed orders through the Douyin Mall’s value-for-money shopping channel to experience various skin care products. Installation sales increased by 418% year-on-year. It is worth mentioning that among the consumer groups of perfume and other beauty productsAmong them, male users of the platform also have a place. In April this year, orders for men’s perfume on the Douyin e-commerce platform increased by 744% year-on-year.
The "national trend" trend has also spread during the May Day holiday that just passed, and traditional clothing such as Hanfu has become the first choice for young people to wear when going out. Douyin e-commerce data shows that on the eve of the holiday, Hanfu sales on the platform increased by 389% year-on-year. The trend of wearing new Chinese styles to check in and take photos at scenic spots has also driven the sales of various cameras on the platform. According to reports, in the past month, sales of SLR cameras, digital cameras, mirrorless cameras, film cameras and instant cameras on the Douyin platform increased by 910%, 329%, 371%, 216% and 58% year-on-year.
In addition to traveling, home leisure activities such as reading and planting flowers have also become the "Buddhist" vacation choices for some consumers during this year's May Day holiday. Douyin e-commerce data shows that around the holidays, sales of various books, flowers and green plants on the platform are booming. Among them, foreign language, nature and economic books are the three most popular book categories among platform consumers. All kinds of fresh cut flowers, fruit trees, seedlings, potted plants and preserved flowers are popular among consumers on the platform. In April this year, 9 million orders of various types of potted green plants were sold, and the number of orders for flower pots and flower stands increased by 38% year-on-year.
The relevant person in charge of Douyin e-commerce said that the platform will continue to rely on the all-interest e-commerce model to deeply understand and meet consumer needs and provide more good products at good prices.
Upstream News Ma Liang