Several new consumption | View new consumption through "618": bottled lemon tea demand surged, prefabricated vegetable search skyrocketed 877% | Cover every day

Cover reporter Ouyang Hongyu Wu Yujia

With the end of the 19th 618 promotion season, the new consumption power is gradually emerging, and the new consumer brand has become an important force to drive the consumer market to recover.

On June 23, a number of new consumer brands successively announced the data of the 618 War Report this year. On Tmall and Jingdong's e -commerce platforms, bottled lemon tea beverages are popular. Among them, duck shit lemon tea has been favored by most consumers. In addition, the search volume of prefabricated dishes, ice cream and other categories also skyrocketed. According to the analysis, the consumer market is undergoing qualitative changes, and the overall transformation is being transformed from a food and clothing type to a comfortable, development, and enjoyment.

Data show that Xixue's tea has become the biggest winner of the new tea brand during 618 this time this time. The platform data shows that Xicha has become a sales champion of Tmall Tea Beverage Strip Category. It is ranked third in the sales list of the Tmall beverage industry. In the list of tea beverage category sales in Douyin and JD.com, it is the second and third place respectively. ; As of 24:00 on June 18, Naixue's tea sales on the JD platform doubled year -on -year.

In terms of specific products, lemon tea bottle beverage products have become explosive models. Among them, the sales volume of Xixi -Duck Fragrance series bottled beverages exceeded 1 million bottles, and the sales volume of Blom tea series products was nearly 2 million bottles.

With the advent of summer, the 618th promotion has also become a good time for people to hoard ice cream. According to JD Supermarket data, only 10 minutes at the opening of 618, the turnover of ice cream increased by 8 times year -on -year. He was ranked among the top five with Lu Xue, Bayi, Zhong Xuegao, Yili, and Haagen -Dazs. On the Tmall platform, Zhong Xuegao ranked first in the 618 Tmall ice category for the third consecutive year.

2022 is called the first year of prefabricated dishes. This phenomenon is also reflected in 618 this year. Many young people who are keen to "cook" choose to place an order prefabricated at this time. "Baidu X Jingdong 618 Consumption Trends Insight Report" also shows that "prefabricated dishes" search has skyrocketed by 877%, of which 95 accounts for more than 30%. JD 618 data shows that the turnover of prefabricated dishes increased by 208%year -on -year. Among them, the sales sales sales of the Foreign Full Network increased by 187%year -on -year.

Talking about changes in consumers' attitudes towards new consumer brands during the 618 period, some insiders analyzed that from the perspective of the war report, consumption power and consumption confidence are still there. Li Yan, a special researcher at the E -Commerce Research Center of the Internet Scripture, said that from the perspective of consumers, the return of consumer rational return. Compared to the large number of non -necessary products on the purchase of e -commerce platforms, consumers hope to improve their ability to resist risks, so the willingness to save and hoard daily necessities is more intense.

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