抖音电商2026“鲜食年货买买买图鉴”：生鲜礼盒、颜值花卉、地域乳饮成新宠

Core Insights - The Douyin e-commerce platform has reported a significant surge in fresh food sales during the Chinese New Year shopping period, highlighting changing consumer preferences and the rise of live-streaming commerce as a key driver of sales growth [1][4][18] Group 1: Fresh Food Sales Trends - From January 16 to January 26, Douyin e-commerce experienced a comprehensive explosion in fresh food sales, with cherries, frozen durian, seafood gift boxes, beef and lamb, sea cucumbers, and blueberries being the top-selling items [1] - The sales of "new and unique vegetables" like ground spinach saw a year-on-year increase of 368%, leading the vegetable category [5] - In the fruit category, blueberries, frozen durian, and citrus fruits achieved year-on-year sales growth of 302%, 95%, and 38% respectively [5] Group 2: Seafood and Prepared Foods - Seafood has become a central feature of the New Year's Eve dinner, with king crabs, black tiger prawns, and yellow croakers showing explosive growth rates of 548%, 330%, and 143% respectively [4] - The demand for convenient "lazy New Year's Eve meals" has risen, with pre-prepared seafood products gaining popularity [4] - Seafood gift boxes have emerged as a new favorite for gifting, with an explosive growth rate of 2662% [4] Group 3: Quality Consumption and Gifting Trends - The demand for high-quality products has increased, with traditional health ingredients like astragalus, goji berries, and ginseng becoming common choices for daily nourishment [14] - High-end gift items such as dried sea cucumbers and bird's nests are now considered "hard currency" for holiday gifting due to their rarity and nutritional value [14] - The sales of nuts, dairy products, and flowers have also surged, driven by the festive season's gifting and gathering needs [9][10] Group 4: Marketing and Content Strategy - Douyin e-commerce launched a "Hometown New Year Goods" campaign, engaging 465 local ambassadors to create over 1.3 million pieces of quality rural content, achieving a cumulative reading volume of over 4.5 billion [15] - The platform's innovative live-streaming showcases traditional production techniques and real-time seafood processing, enhancing consumer trust in product freshness [15] - Douyin e-commerce aims to continue driving farmer income and facilitating the nationwide distribution of quality fresh food products through resource investment and model innovation [18]