京东年货消费观察：AI玩具、家政服务、宠物年服跻身“新年货” ，情绪价值成为年货新要素

Core Insights - The Chinese New Year shopping season has officially begun, with a significant increase in consumer interest and spending on traditional goods and gifts, as evidenced by a fourfold increase in related search volume on JD.com since the launch of the New Year shopping festival on January 25 [10][3]. Consumer Behavior - Consumers exhibit strong planning and high engagement in their New Year shopping, with 68.8% starting their purchasing plans more than two weeks in advance, and 82.6% creating shopping lists before buying [3][10]. - The shopping process is characterized by a clear rhythm, with 79.4% of consumers purchasing different types of goods in stages, prioritizing high-value items and gifts first [4][13]. New Year Goods Trends - New types of goods are emerging, including "good fortune" items and tech products, with 58.8% of consumers favoring good fortune decorations and 58.2% opting for trendy food items [5][18]. - The demand for pet-related products is rising, with 45.7% of consumers purchasing New Year outfits for their pets, indicating that pets are becoming part of the New Year celebrations [19][24]. Cultural Significance - The cultural significance of the New Year is reflected in consumer preferences, with 84.5% showing interest in zodiac-themed goods, particularly those related to the Year of the Horse [20][22]. - Traditional customs remain vital, with 55.3% of consumers identifying the period around the Laba Festival as the start of the New Year atmosphere, emphasizing the importance of family gatherings and rituals [7][9]. Market Dynamics - The market for household appliances is experiencing a notable transformation, particularly in rural areas, with significant sales increases for smart home devices such as robotic vacuum cleaners and multi-functional cooking appliances [6][23]. - The trend towards online shopping continues, with 65.4% of consumers preferring online channels for their New Year purchases, highlighting the importance of logistics and product authenticity [15][19].