Beijing
The upcoming Mother’s Day has added fuel to the consumer market.
“Buying for mom” has become an important factor in young people’s shopping recently. Judging from online and offline sales, jewelry, beauty products, flowers, etc. are still the most popular before Mother’s Day. On May 9, the sales of jewelry and gold ornaments continued to rise in the super category of the special sale e-commerce platform Vipshop’s “Heart Jewelry Gifts”. Among them, the sales of gold bracelets increased by 134% year-on-year, and the sales of gold pendants increased by 98% year-on-year. , sales of pearl pendants tripled year-on-year. JD.com data also shows that in the two weeks before Mother's Day, the turnover of jade necklaces and jade bracelets doubled year-on-year, and the turnover of Hotan jade bracelets, Hotan jade necklaces, and gold chains all increased by more than 70% year-on-year.
Picture: Sales of gold jewelry grow rapidly before Mother’s Day
In addition to traditional gift categories, gifts for mothers are showing a more diversified trend. Young people buy different gifts for their parents based on the characteristics of different e-commerce platforms. They start to buy age-appropriate appliances on JD.com, Hanfu on Vipshop, flowers on Taobao, etc. Chen Lin, a post-00s girl, just got married at the beginning of this year. On Mother’s Day this year, in addition to giving each of her two mothers a gold necklace, she also bought a women’s POLO shirt for her mother on Vip.com and a women’s polo shirt for her mother-in-law on JD.com. I purchased a cervical massager.
The consumption of Hanfu has attracted much attention recently. According to the relevant person in charge of Vipshop, Mother’s Day, suitable outfits for mothers, etc. have become hot search terms on the platform. In the past two weeks, sales of women’s vests have increased year-on-year. Sales of women's shirts increased by 36% year-on-year. In addition, outdoor wear has also become a rapidly growing category before Mother’s Day, with sales of women’s fashionable sun protection clothing more than doubling year-on-year.
From the perspective of consumption trends, nutrition and health are also the mainstream consumption before Mother’s Day. Post-95s not only began to share their health care experience with their parents, but also shared their own nutritional and health care products with their parents, such as milk thistle, vitamins etc. are also accepted by mothers. JD.com data shows that among traditional supplements, the transaction volume of freshly stewed bird's nest and Codonopsis pilosula increased by more than 40% year-on-year; among nutritional and health products, the transaction volume of multivitamin minerals, fish oil, and astaxanthinThe sales increased by more than 40% year-on-year; at Vipshop, the sales of lactoferrin products doubled year-on-year, and the sales of dietary fiber products increased by 30% year-on-year.
Industry insiders said that judging from Mother’s Day consumption, those born after 1995 have gradually become the main group of household consumers. May is expected to usher in a consumption boom during the year. The successive 520 promotions and 618 promotions will continue to stimulate the vitality of the consumer market.
