Infographic: Major changes in consumption patterns for 2024 Chinese New Year Spring Festival

The 2024 Chinese Spring Festival with an "8+1-day" holiday was notably livelier than previous years. People were increasingly using mobile internet for relaxation, connecting with family and friends. Meanwhile, customs like "visiting relatives" and "new year, new look" drove demand for purchasing New Year goods for gift-giving, as well updating wardrobes. It all boostes consumption in the food, clothing, and beauty industries.

During the Spring Festival holiday, the daily average active user base on mobile internet reached 908 million, surpassing 9 billion for the first time in history, with a year-on-year growth of 1.8%. User engagement also continued to rise, with the average time person used their mobiles exceeding 7 hours. Short videos and mobile social platforms accounted for 31.0% and 25.6% respectively, collectively capturing over half of user attention.

There was a significant transformation in consumption patternsthis year. On one hand, there was a continuous increase in health-related demands, with user attention focusing on vitamins (up 40.5%), collagen (up 28.4%), probiotics (up 28.0%), wolfberries (up 25.0%), calcium (up 23.8%), and edible bird's nest (up 23.5%). On the other hand, traditional consumption relating to visiting families & friends and social etiquette, such as clothing, cosmetics, and alcoholic beverages received attention, with prominent Baijiu brands like Maotai, Wuliangye, and Fenjiu leading the way. This intensified the "New Year's goods war" during the Spring Festival, with various e-commerce platforms launching massive subsidies, cross-store discounts, livestreaming, and Spring Festival Gala marketing activities. O2O retail platforms also joined the fray, offering customized New Year goods, high-end gift boxes, and 30-minute home delivery during the Spring Festival period.