Qixi Privates the Life Service Industry Outbreak: license acquisition and follow-up, catering, and travel usher in a small consumption peak professional version | data | travel
"The class on Qixi is already full." The head of Shenzhen Chunshu Album told China Business News that on August 22, Qixi, the two photographers in the studio will be responsible for the licensing and filming of five couples, which is the busiest time of the year.
Qixi Festival is celebrated every year. Flowers, food, movies and gifts have become part of the festival atmosphere. All major platforms have tried their best to create more romance and affection for consumers and open more consumer wallets. From the consumption data of some platforms, it seems that more people have spent Qixi Festival this year than in previous years. The data related to catering, travel, life services and e-commerce on multiple platforms have increased significantly, and Qixi has driven many industries to develop.
The life service industry is at its peak
According to the data from multiple platforms, the life service industry has ushered in a transaction peak on the "Qixi Festival".
In the past month, the search volume related to "wedding banquet hotels" and "certificate acquisition and photography" on Meituan and Dianping has increased by 30% year-on-year, with users aged 25 to 30 accounting for a relatively high proportion of searches. On the eve of Qixi Festival, Meituan's "wedding planning" group purchase orders grew by 60% month on month. The first "online marriage expo" broadcast on Meituan's "life events" live studio, with more than one million live viewers and more than 10 million transactions.
The person in charge of the Spring Tree Album said that, without the impact of the epidemic, the number of customers who made an appointment to get a license and take photos on Qixi Festival this year was far more than that of last year. Many customers immediately made an appointment to get a license to follow up after confirming that they had received a license on Qixi. The photographer's shifts around Qixi were already full, and recently refused to make an appointment with more than 10 customers. From the perspective of the industry, Qixi Festival, "520" and other festivals with special significance are the peak of obtaining certificates and following photos.
The person in charge of Meituan's wedding business stated that the rise and popularity of certification and photography services are not only due to young people's pursuit of a sense of ceremony in "recording important moments", but also because more and more excellent photographers are paying attention to industry trends and starting to enter the personalized and professional photography market.
In addition to marriage related services, catering and travel also ushered in a small peak on Qixi. It has become a habit for consumers to book restaurants in advance on holidays. Meituan data shows that the food packages of the "Qixi" themed dining hall and the group purchase of leisure and entertainment have increased by 118% and 110% month on month respectively in the past week. In addition, the number of reservations for restaurants on Qixi Festival in advance increased by 185% compared with the same period last year, and many Black Pearl restaurants were fully booked 14 days in advance. Among them, users in cities such as Shanghai, Beijing, Hangzhou, Hefei, and Guangzhou pay more attention to the sense of ceremony, and the enthusiasm for pre ordering restaurants ranks among the top five in the country.
In terms of travel, theme parks and tourist resorts have always been important scenes of Qixi consumption. Meituan data shows that the reservation volume of "Qixi Double Ticket" in the scenic spot increased by 776% compared with the same period last year. In response to the high demand, the number of tourist attractions and travel agencies providing "Qixi Double Ticket" also increased by 424% year on year.
Some parks also launched a special Qixi Festival. Zhengzhou Yinjile Seawater World has made a lot of preparations for this year's "Qixi Festival" theme, including arranging rose themed exhibitions, and building "Love Talk" punch points. The relevant person in charge of Yinji said, "Judging from the reservation data, the consumption enthusiasm of Qixi Festival this year is better than that of previous years. The ticket reservation volume of Tianshui Park has increased by 100% over last year, and the occupancy rate has exceeded 90%."
This year's flowers are also selling better than before. According to the data of Eleme, on the eve of Qixi Festival, the number of orders for Eleme flower delivery increased by more than 50% year on year, with Guangzhou, Chongqing, Jiaxing and other cities experiencing the largest increase in the number of orders. At the same time, the number of "out of town" flower delivery orders on delivery platforms has increased by 3.3 times compared to 2019, a year-on-year increase of 40%. The number of "out of town" flower orders placed by consumers in Shanghai, Beijing, and Hangzhou ranks among the top three in the country.
Among them, the enthusiasm of female users for flower consumption on Qixi Festival has increased again. According to data from Ele.me, the proportion of women ordering fresh flower takeout has increased from 42% last year to 47%, with a year-on-year increase of 70% in order volume. The number of flower reservations for female consumers in Guangzhou and Chongqing has both doubled or more.
As one of the "Qixi Three Pieces" of many couples, the film industry also gained on this day. Many love movies, such as "Burning", "Missing You", "I'm Most Regretful to Miss You", "Believe Love", "72 Hours Before Marriage" and so on, were released on Qixi. According to the data of the lighthouse professional version, as of 5 p.m., the movie "Missing You" had already won 30.38 million box offices.
From the perspective of the film market, the national box office of Qixi Festival was also higher than usual. According to the data of Lighthouse Professional Edition, as of nearly 6:00 p.m., the national real-time box office of Qixi Festival this year had reached 240 million yuan, more than 180 million yuan in the whole day yesterday.
There are many gifts and celebrations on Qixi Festival
The survey shows that no matter whether they are in love or not, consumers plan to live more ceremoniously on Qixi.
According to the survey of JD's Qixi Consumption Observation, 39% of the post-00s expect to be "confessed or proposed". Among the Qixi Confession gift boxes, the post-90s bought 45% of the "Confession" gifts. Single consumers also choose to have a good holiday and experience the beautiful atmosphere of the festival. 27% of the post-80s generation said they would "eat a big meal alone or buy something they like".
In addition, data shows that 55% of respondents expect to "receive gifts" and 42% expect to "receive big red envelopes". Among various gift options, people expect the most from "inexpensive but practical gifts.".
In terms of sales data, cosmetics, jewelry, watches and other traditional popular categories are still the mainstream gift giving on Qixi Festival this year. Jingdong data shows that among Qixi gift boxes, the sales of cosmetics sets/gift boxes are the highest, accounting for 22%. Sales of sunglasses, European and American watches, and necklace gift boxes increased by nearly 200% month on month, while sales of gold earrings and wallets increased by 140% and 86% month on month.
Pinduo's 10 billion subsidy data shows that in recent years, young people's preference for gold has also spread to the Qixi Festival, and the number of gold purchase orders of young people exceeds that of middle-aged women. The gold sales of Pinduo's 10 billion subsidy channel reached a small peak during the Qixi Festival. Young people, represented by the post-95 generation, became the main consumers, and women over 45 years old accounted for orders. It is worth mentioning that young men aged 18 to 25 have the fastest increase in orders to purchase gold.
The consumption preferences of young people buying gold at Pinduoduo have also changed. Prior to this, post-95s had a greater preference for co branded gold jewelry such as Chinese style and IP. On Qixi Festival this year, gold beans, gold bars and Qixi gold became hot words for young people to search. Young people are changing their purchase of gold from "self pleasing" consumption to "sweeping" consumption.
In addition, the consumption data of Pinduoduo also shows that the sales of platform anti falling, hair care, health care, health care and other products have the fastest growth in the promotion of Qixi Festival. The Qixi Festival has become a unique romance for young people, with more care for health and hair.
According to the data of VIP Club, a special e-commerce store, the week before Qixi Festival, the sales of watch products such as quartz watches and mechanical watches increased by 23% month on month, and the sales of jewelry such as necklaces increased by 48% month on month. In addition, influenced by the trend of outdoor sports, high-end outdoor brands and categories have shown explosive growth, with sales of high-end sports brands increasing by 231% month on month and sales of sunglasses increasing by 78% month on month. In categories such as luggage and clothing, international luxury brands such as COACH, MICHAEL KORS, and VERSACE are growing rapidly.
From the consumption data of the week before Qixi Festival, the proportion of gift box consumption increased significantly, and the overall sales increased by more than 150% compared with the daily growth. Multiple brands have seen multiple growth in sales, with SKII brand growing more than 10 times, FLYCO growing more than 6 times, and Yameng growing more than 5 times.
In order to cope with the small peak of beauty consumption, in the early stage of Qixi, the rookie supply chain, together with several head beauty brands, launched the service of "Qixi on time, late arrival must pay". "The Qixi Festival is a special scene with high requirements for logistics timeliness, which is a great test of the full link collaboration capability of express companies." Yang Daqing, a logistics expert, believes that with the intensification of competition among platforms, businesses want to create selling points for node consumption, and logistics performance capability is becoming the core competitiveness of businesses.
Some of the "Fancy Qixi" games have also become popular on the Internet driven by users and platforms.
On the eve of Qixi, the official microblog of Xianyu released the content of "Emotional Head Detective Office". The reporter learned from the platform that the search volume of "Emotional Head Identification" on Xianyu has soared by 378% in the past week, and at most more than 600 people can turn to the service on Xianyu every day. Some Xianyu users who have conducted in-depth research on couple avatars have provided this service, with prices ranging from 1 to 5 yuan per order. Under a "love identification" product, 186 users clicked "want".
Hungry Me released the activity of "Writing Love Letter Advertisement" before Qixi. The user searched for "Qixi flowers" in Hungry Me to participate in the love letter clocking activity. The recipient opened Hungry Me on Qixi to receive the customized "Advertisement Home Page". According to Ele.me, over 500000 users wrote love letters to express themselves on Ele.me, with over 60% of participants being female users, 45% being born in the 2000s, and 7% of users aged 45 and above.
At the same time, "Qixi is still on good terms with the paper people" has rushed to Taobao hot search, which has soared 328% in the past week. "Paper Man" mostly refers to the virtual characters in animations, comics, games and novels. Under the prevailing trend of "single economy", some single consumers started shopping around "paper man" in Qixi Festival. The reporter learned from Taobao that on the eve of Qixi, the sales of peripheral products of popular love games such as Love and Producer, Love of Light and Night, Travelers in the Sky, and Unsettled Event Book also increased.
