Winter Sport Product Sales on Douyin E-Commerce Leap 924% During 2022 Spring Festival
According to e-commerce consumption data from Douyin, ByteDance’s Chinese mainland version of TikTok, between January 31 and February 6, the sales volume of goods sold on the platform increased by 119% compared with the same period last year.
In China, the recently commenced Year of the Tiger coincides with the ongoing Beijing Winter Olympics. During the weeklong Spring Festival holiday, products related to winter sports on the Douyin e-commerce platform sold well, with the overall sales volume for these products increasing massively by 924% year-on-year. The top five products in this category are cold-proof ski hats, ski keychains, kids’ ski pants, quick-dry clothing and desktop curling sets.
In addition, many brands and merchants have launched special products featuring Year of the Tiger cultural themes. During the Spring Festival holiday, the sales volume of products featuring tiger-related elements on Douyin increased by 799% year-on-year. Among them, the sales volume of products such as tiger-patterned carpet, small tiger pendant necklaces, Year of the Tiger lanterns, Year of the Tiger lipstick and New Year gift boxes were the top options.
Moreover, from January 31 to February 6, Chinese products accounted for 84.5% of items on the list of popular products sold through Douyin’s e-commerce platform, while the sales volume of Chinese clothing brands on Douyin increased by 111% year-on-year.
On Lunar New Year’s Eve, a bronze mask unearthed at the Sanxingdui excavation site appeared on the popular “Spring Festival Gala” television program conducted annually by Chinese state broadcaster CCTV on January 31. This led more consumers to pay attention to Chinese cultural relics and traditional culture, and cultural consumption continued to rise. Data show that from January 31 to February 6, the sales volume of cultural products launched by major museums and art galleries increased by 56% year-on-year on the Douyin e-commerce platform. Products such as stationery, ornaments, clothing, messenger bags and calendars were very popular.
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Also during the Spring Festival holiday, the sales volume of books on Douyin increased significantly, marking a year-on-year increase of 130%. Fatigue of Life and Death by Mo Yan, the 2012 Nobel Prize winner in literature, was the highest-selling literary book.
According to Spring Festival consumption data released by a leading Chinese e-commerce platform Suning.com, the sale of red-colored home appliances featuring tiger-related elements increased by 125% year-on-year. In addition, the sales volume of designer toys represented by blind box brands featuring China winter sports increased by 115% year-on-year. The sales volumes of sports products on Suning.com increased by 134%, and the sales of 8K laser TVs and large-screen TVs also increased by 21% compared with last year’s Spring Festival.