Taobao data: 2012 Taobao New Year Market Report

According to statistics from Taobao, since the launch of the New Year Goods Festival on January 8 , a total of 4.8 million people have bought New Year goods. Among them, 4.5 million are "foodies" who bought 1.1 billion yuan worth of food in 7 days. In addition, 2.46 million people working outside the province bought New Year goods and sent them back to their hometowns, of which the largest number was new Guangdong people, reaching 520,000 .

Traditional pastries return to eating with a "retro" touch

In previous years, imported goods such as candies and chocolates have always been popular products for the New Year. However, this year, the documentary "A Bite of China" became popular, which led to the return of traditional folk snacks. Taobao data shows that among the hot-selling products for the New Year this year, traditional pastries such as "glutinous rice cakes", "crispy cakes" and "green bean cakes" have made a strong comeback and ranked fourth on the best-selling list. In the past 7 days, a total of 265,000 people have purchased traditional pastries, with a transaction volume of 19.92 million yuan, a 1.2- fold increase compared to last year.

Top cities for purchasing traditional pastries Source: Taobao data

However, this "retro style" has not swept the whole country, but mainly in cities with traditional pastries and snacks such as Shanghai, Beijing, Hangzhou, Suzhou and Nanjing. Among the traditional pastries that everyone loves, Fujian Hakka glutinous rice cakes, Jinhua crispy cakes, Sichuan yellow cake bamboo leaf cakes, etc. are the most popular. Especially Sichuan yellow cake bamboo leaf cakes, the sales volume has increased by 857% in the past 7 days, far exceeding other traditional pastries.

Guangdong people love to buy New Year goods online and send them back home

Although it is not the Spring Festival holiday yet, many people who are away from home have already started to "remotely control" the preparations for the Spring Festival. According to Taobao statistics, in the past 7 days, 2.46 million people bought New Year's goods online and sent them back to their hometowns. Among them, the largest number of people are from Guangdong, reaching 524,000 , followed by Zhejiang and Jiangsu.

Interestingly, in addition to "outsiders" working in China, many foreign users also do this. Statistics show that 9,871 overseas travelers have bought New Year's goods to take home in the past seven days. The most enthusiastic about this are Chinese people living in the United States, with as many as 2,351 people, more than users in Ningxia and Qinghai.