Douyin's 2023 Spring Festival Consumption Data Report: A Collision of Robust Consumption and Diversified New Year Customs

Tech 2025-02-05 10:21:17 Source: Network

Douyin's 2023 Spring Festival Consumption Data Report: A Collision of Robust Consumption and Diversified New Year CustomsDouyin's Life Services released its "2023 Spring Festival Consumption Data Report," revealing consumption patterns and user preferences from Lunar New Year's Eve (January 21st) to the sixth day of the Lunar New Year (January 27th). The data shows exceptionally strong consumer demand during this year's Spring Festival

Douyin's Life Services released its "2023 Spring Festival Consumption Data Report," revealing consumption patterns and user preferences from Lunar New Year's Eve (January 21st) to the sixth day of the Lunar New Year (January 27th). The data shows exceptionally strong consumer demand during this year's Spring Festival. From January 28th to February 3rd, the number of group purchase orders for food, beverages, tourism, and entertainment on the Douyin platform increased by nearly 1.5 times year-on-year, with Douyin live streams driving a more than 70% increase in group purchase orders. "Traveling for the New Year" and "returning home to visit relatives" were the main drivers of this booming sales growth. Intangible cultural heritage tours, ancient city tours, and ice and snow tours were exceptionally popular, with many destinations seeing a doubling of group purchase orders. Data shows that from Lunar New Year's Eve to the sixth day, the number of Douyin group purchase orders for ski resorts increased by 182% year-on-year, while orders for scenic spot tickets and accommodation increased by 58% and 48% respectively.

Returning home to visit relatives and holiday leisure also boosted consumption in areas such as shopping mall jewelry, movies, and local cuisine, with Douyin group purchase orders increasing by 180%, 71%, and 69% year-on-year, respectively. While first- and second-tier cities still led in group purchase volume, it's noteworthy that consumption growth in smaller towns experiencing a surge in returning migrant workers was remarkably rapid. The rise of "traveling for the New Year" and "reverse New Year" travel (people from first-tier cities celebrating in smaller towns) significantly increased consumption in first- and second-tier cities, keeping them at the forefront nationwide. According to Douyin Life Services data, from January 28th to February 3rd, Shanghai, Zhengzhou, Beijing, Chengdu, and Guangzhou were the top five cities in terms of group purchase volume. Xiamen, Fuzhou, Hangzhou, Wuhan, and Shenzhen followed closely, with equally significant consumption.

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Many businesses remained open during the Spring Festival, actively enriching consumers' holiday experiences. Taking Beijing as an example, "Beijing-style cuisine" businesses, such as Beijing Daoxiangcun, Bai Nian Qianmen Copper Pot Hot Pot, and Xi He Ya Yuan, offered a wide range of choices. Beijing Daoxiangcun launched 92 live streams and 543 promotional videos during the Spring Festival, resulting in a 140% year-on-year increase in Douyin group purchase orders, demonstrating the effectiveness of embracing online platforms.

Meanwhile, returning home to visit relatives and leisure travel also fueled the rapid growth of consumption in third- and fourth-tier cities and beyond. Data shows that from January 28th to February 3rd, Douyin orders for food, beverages, tourism, and entertainment in cities like Zigong (Sichuan), Mudanjiang (Heilongjiang), and Ma'anshan (Anhui) all increased by more than 100% year-on-year. Jingmen (Hubei), Chaozhou (Guangdong), and Linfen (Shanxi) saw increases of 93%, 90%, and 73% respectively, reflecting the downward trend of consumption market expansion.

Douyin

Millions of key opinion leaders (KOLs) actively participated in returning home and exploring local businesses, contributing to the growth of the local economy. The return of young people fueled a 99% year-on-year increase in group purchase orders for cafes. KOLs recorded local customs through their videos, boosting local tourism; KOLs' exploration of local businesses driven an 87% year-on-year increase in travel agency group purchase orders and an 86% year-on-year increase in intangible cultural heritage group purchase orders. Fast food, tea and juice drinks, bread and desserts, scenic spot tickets, and movie tickets were the top five categories driving sales growth through KOLs' exploration of their hometowns, showcasing new characteristics of local life service consumption.

"No closing for Spring Festival," hometown flavors comfort wanderers' hearts. From January 28th to February 3rd, various regional cuisines were popular on the platform, with group purchase orders for Huizhou cuisine, Northeastern cuisine, Fujian cuisine, and Jiangsu and Zhejiang cuisine increasing by 263%, 143%, 115%, and 112% respectively. The growth in group purchases for Shandong cuisine, Hubei cuisine, and other regional cuisines was also significant.

Douyin

Intangible cultural heritage and folk customs formed a crucial part of the strong festive atmosphere. 2023 was the first Spring Festival after "Spring Festival" was inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity. Intangible cultural heritage and folk activities across the country became important ways for people to experience the festive atmosphere. On the Douyin platform, diverse cultural content was vividly presented through short videos and live streams, not only allowing users to feel the strong festive atmosphere but also attracting more people to experience the festive atmosphere offline.

Data shows that from Lunar New Year's Eve to the sixth day, the viewing time of Douyin live streams featuring lantern festivals increased by 47% year-on-year, and cultural interest consumption drove a 462% year-on-year increase in group purchase orders for folk garden parties. The "Douyin Life New Year Season" event collaborated with Beijing's Thousand Lantern Night and the "Lighting Up Night Beijing" IP event, inviting stars and KOLs to create sightseeing and dining guides, helping to increase sales for the Beijing Thousand Lantern Night by 210% month-on-month. The Beijing Splendid Spring Festival Lantern Carnival held in Beijing World Horticultural Expo Park showcased the strong festive atmosphere of Beijing, with Douyin group purchase sales for the lantern festival increasing by 290% month-on-month and live stream exposure increasing by over 97%.

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Tangshan Hetou Old Street, the first large-scale immersive tourism complex in China themed on Tang Dynasty culture and relying on the Grand Canal, saw a 150% year-on-year increase in group purchase sales for its Tang Dynasty Thousand Lantern Festival during the Spring Festival, and conducted over 300 live streams. During the Wansui Mountain Wuxia City Temple Fair & Lantern Festival, the scenic area opened three new districts including the Wuxia Film and Television Street, staging over 1200 performances daily. From the first to the fifth day of the Lunar New Year, the daily average Douyin redemption amount increased by over 120% year-on-year. The Xi'an City Wall scenic area partnered with Douyin, setting up offline check-in points and combining them with Douyin live streams, achieving record-high sales. The Chang'an Lantern Festival Xi'an City Wall Douyin redemption orders increased by nearly 33% year-on-year. The 31st Zigong Dinosaur Lantern Festival opened at the Zigong Chinese Lantern World in Sichuan, with Douyin sales for the Zigong Lantern Festival increasing by 522% month-on-month during the Spring Festival.

The appearance of Yingge Dance on the Spring Festival Gala sparked a wave of enthusiasm for intangible cultural heritage. On the Douyin Life Services platform, by the sixth day of the Lunar New Year, group purchase orders related to Yingge Dance had increased by a staggering 795% year-on-year. Ancient shadow puppetry, showcasing historical inheritance through light and shadow, saw a 488% year-on-year increase in Douyin group purchase orders. Intangible cultural heritage shows such as fire pots and iron flower performances in various folk scenic areas saw order increases of 461% and 70% respectively. The distinctive folk activities of the north and south regions boosted local tourism during the Spring Festival.

The number of Douyin short video posts featuring "fish lanterns" increased by 168% year-on-year during the Spring Festival, driving a 458% year-on-year increase in food, beverage, tourism, and entertainment orders in Shexian County, Huangshan. The number of short video posts about Fuzhou's "three hairpins," a folk element symbolizing women's resilience and strength, increased by 558% year-on-year. The number of posts about the "You Shen" folk custom along the southeast coast increased by 152% year-on-year, contributing to a 46% year-on-year increase in Fuzhou's food and accommodation group purchase orders from Lunar New Year's Eve to the sixth day. The number of short video posts about the Ansai waist drum dance increased by 41% year-on-year, leading to a 123% year-on-year increase in Yan'an's food and accommodation group purchase orders.

From January 28th to February 3rd, the number of group purchase orders for intangible cultural heritage-related products on the Douyin Life Services platform increased by 139% year-on-year, and the number of

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