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In the hot summer, there is a strong demand for heatstroke prevention and cooling, and "cold" products such as ice cream, iced drinks, parasols, sunscreen clothing, sunscreen masks, refrigerators, and air conditioners usher in "hot" sales.Experts pointed out that enterprises and e-commerce platforms should focus on value competition, and bring consumers a more comfortable and cool experience with higher quality and better service, which is the direction to seize the summer economy.
"This summer is a bit hotter than previous years, and I spend a lot of time outside in the sun during the day. Taking advantage of the '618' event, I bought parasols and ice sleeves under the banana, and I also bought a small portable fan." June 10, Beijing Ms. Chu, a consumer in Chaoyang District, told reporters.
According to the weather forecast of the China Meteorological Administration, in the first ten days of June, rainfall and high temperature coexisted nationwide, and some areas in North China, Huanghuai, Inner Mongolia, Gansu and other places experienced high temperature weather.In the hot summer, some "cold" commodities are also brought on fire.
Recently, the reporter visited a number of convenience stores, shopping malls, and home appliance stores in Beijing, and combined with the online platform sales to understand the summer consumption trends.Reporters found that summer is accompanied by the "hot" sales of "cold" commodities such as ice cream, iced drinks, umbrellas, sunscreen clothing, sunscreen masks, refrigerators, and air conditioners.
Explosive growth in sales of summer food and beverages
In the hot summer, cooling off the heat is first reflected in the diet.Summer is here, and Zhong Xuegao's "ice on the tree" is also on fire.It is reported that there are 4 products in the "Ice on the Tree" series, which were launched in May, including bayberry milk ice, apricot milk ice, pistachio grapefruit ice, and Meili grape ice.Crispy and delicious, and gulps of ice, these products sold well as soon as they were launched.
In May this year, Yuanqi Forest launched new products of the "Summer Limited Series" - sea salt pomelo-flavored sparkling water and sea salt pineapple-flavored sparkling water, which are widely welcomed by consumers.
On June 9, in a convenience store located in Xicheng District, Beijing, the freezer and beverage cabinet were placed in the most conspicuous position of the store. The reporter observed that the products in the cabinet were dazzling, and nearly 100 kinds of beverages included juice and tea. , there are a variety of sugar or sugar-free carbonated beverages.At 9 o'clock in the evening, about two-thirds of the drinks at the outermost part were sold out, and the drinks in the inner part had to be reached, and they were waiting for replenishment.
"We have replenished twice today." The clerk of the convenience store introduced that with the arrival of summer, the sales of beverages have increased significantly, and various iced beverages and beers are especially popular among consumers.
Dingdong shopping data shows that the high temperature in summer has led to the explosive growth of ice cream, cold drinks, seasonal fruits and other heat-relieving delicacies.On this platform, the sales of ice cream and cold drinks have increased by 300% month-on-month in the past month.Among them, Coke has become the king of summer, with an average of more than 5 million bottles sold every day.The sales of cool and refreshing melons such as Kirin melon, Yu Mushroom melon, Xinjiang honeydew melon also increased by more than 300% month-on-month in the past month.
Summer essentials such as parasols sell well
"This sunscreen is very moisturizing and will form a protective film on the skin, which can resist ultraviolet rays and air pollution. It is a must for sunscreen in summer." In a department store in Dongcheng District, Beijing, Lingling Xiang, a clerk of a cosmetics brand store Customers promote their own sunscreen products.During the interview, the clerks of many cosmetics stores told reporters that with the arrival of summer, the demand for sunscreen products has increased, and the "618" discount activities have become more popular.
Not only offline, but online sunscreen-related products are also very popular.The reporter searched on an online shopping platform with "sun protection" as the key word. The main products are "whitening and refreshing" sunscreen, "light and breathable" ice sleeves, and "40 ℃ sunless" umbrellas are all available, and the sales volume is considerable. One of the sunscreens sells more than 300,000 units per month.
In the face of the scorching sun, parasols have become a beautiful landscape on the streets of Beijing."Under the sun, it's impossible not to use a parasol." Ms. Chu said, she bought a double-layer parasol under the banana.After playing the double-layer parasol, you will obviously feel that the temperature under the umbrella has dropped.
In addition to parasols, sunscreen clothing, sunscreen masks, sunscreen hats, and ice-cold stickers have also become "rigid needs" for summer.With the increase in outdoor temperature, in addition to online shopping, many consumers have also opted for takeaways and flash sales without leaving home to buy summer essentials for their families.According to statistics from the Meituan platform, in May, sunscreen clothing and ice-cold stickers increased by 116.7% and 189% respectively year-on-year and 92% and 171.6% respectively compared with the same period last year.
"There is a 'one degree effect' in meteorological economics, that is, when the temperature changes by one degree, the sales of goods will change greatly." The relevant person in charge of consumption research on the Meituan platform said that the continuous increase in summer temperature has stimulated mosquito repellent, The popularity of products such as sun protection, heat relief, and cooling has accelerated the "summer economy"; and the instant consumption method of "ordering on mobile phones and delivering in 30 minutes" has further fueled the "summer economy".
Seasonal home appliances usher in the peak sales season
"The order has been placed, please expedited delivery." On the evening of June 9, in a special live broadcast room of an air circulation cooling fan on a video platform, many customers urged, eagerly looking forward to the " The cool artifact" can get into your hands sooner.As the temperature rises, people's demand for electrical appliances gradually increases, hoping to create a cool and comfortable summer environment.
"This kind of refrigerator that sells better in the store can sell four or five units a day. Especially in the days when the temperature continued to be high, more people came to buy it." In the Madianqiao store of Dazhong Electric Appliances, a The sales staff of the brand refrigerator store told reporters that refrigerators are seasonal commodities, and the arrival of summer is reflected in their sales. The demand for stockpiling brought about by the epidemic has further driven the sales of large-capacity refrigerators to rise.A salesperson of a certain brand of air conditioner also said, "In addition to the need to install air conditioners for new renovations, the demand for air conditioner replacements in summer will also explode, and air conditioner sales have ushered in a peak season."
"Some types of home appliances can use green energy-saving consumption coupons, and there are preferential subsidies on the basis of the '618' event price." The relevant person in charge of Suning.com said that under the concept of low-carbon life, green energy-saving products are more favored by consumers.Recently, the "618 Scenario Consumption Report" released by Suning.com shows that during the first round of "618" campaign, the number of trade-ins in Suning.com stores increased by 56% year-on-year, and the sales of new-level energy-efficient air conditioners, refrigerators and freezers on the online platform increased year-on-year. Respectively 68%, 74%, 159%.
In addition to major appliances, some small fans and small air conditioners that can be carried around are also welcomed by consumers."I think the small fan is very practical, especially in the subway, where there are many people and it's hot, it's better to take it out and use it, and put it in the bag after use, and it's not heavy." Ms. Chu said.
In this regard, Zhang Jianfeng, executive deputy secretary-general of the China Household Electrical Appliances Business Association, said that at present, the summer time is still relatively short, and as the subsequent temperature continues to rise, the market potential of seasonal electrical products such as air conditioners, refrigerators, and electric fans will gradually emerge.This kind of traditional household appliance industry is relatively mature and stable, and it is unlikely to experience explosive growth, and there may be a relatively obvious rise before and after the fall.Home appliance companies and e-commerce platforms should focus on value competition, and provide consumers with a comfortable and cool experience with higher quality and better service. This is the direction to seize the summer economy.
Reporter Shi Lanna and Yang Zhaokui, "Workers Daily" (June 13, 2022, version 04)
