2026抖音电商年货消费趋势报告：年夜饭产品成交额增92% “轻开火”模式走俏

Core Insights - Douyin E-commerce released a report indicating a 92% year-on-year increase in sales of products related to New Year's Eve dinners from January 16 to 29, 2026 [4] - The report highlights a significant demand for "light-cooking" dishes such as seafood gift boxes and traditional delicacies [1][7] - The "Hometown New Year Goods" initiative led to over 10 million sales of local specialty products, marking a 53% increase year-on-year [9] Sales Performance - Seafood gift boxes, Eight Treasure Rice, and Buddha Jumps Over the Wall gift boxes were particularly popular [1] - Orders for smart cleaning appliances saw substantial growth, with window-cleaning robots up 209%, floor washing machines up 101%, and vacuum robots up 59% [11] - Computer orders also increased by 76% during the same period [11] Fashion Trends - New Chinese-style clothing became a preferred choice for consumers during the New Year, with order volume increasing by 66% and the number of active merchants rising by 345% [7] - Popular items included reversible outerwear and traditional-style vests [8] Seasonal Products - Sales of festive decorative items surged, with the number of merchants selling products exceeding one million yuan increasing by 57% year-on-year [13] - Pet-related products also saw a significant rise, with sales increasing by 83% during the same period [10] Cultural Products - The report noted a growing interest in traditional cultural products, with sales of non-heritage items increasing and the number of merchants involved in selling these products rising by 43% [15] - The sales of domestic brands also saw a notable increase, with a 100% rise in the number of active merchants and a 51% increase in the number of users purchasing domestic goods [15]