Core Insights - The consumption patterns for traditional Chinese New Year goods are evolving, with a shift towards emotional and experiential purchases rather than just practical items [2][3] Group 1: Changes in Product Demand - The demand for traditional New Year goods remains strong, but new drivers are emerging from self-indulgent, atmospheric, and quality-focused consumption [2] - The volume of toy and musical instrument orders increased by 44.4% year-on-year in Guangdong province, indicating a significant rise in demand for products that provide emotional value [3][4] - The transportation volume of pet food surged over 300% year-on-year, while pet supplies grew by 67%, highlighting a growing trend in pet-related purchases [1] Group 2: Fresh Food Consumption Trends - Consumers are shifting from bulk purchasing to a preference for fresh, high-quality items, seeking a sense of happiness and ritual during family gatherings [5][6] - The overall transportation volume of ice-fresh products increased by 81% year-on-year, reflecting enhanced logistics capabilities [6] - Cold chain logistics have adapted to retail models, allowing individual consumers to order fresh goods directly, which was previously limited to bulk sales [5][6] Group 3: Logistics and Supply Chain Enhancements - The logistics and power supply capabilities in China have improved, enabling consumers to feel confident in not stockpiling goods [6] - The average monthly electricity consumption in major cold chain logistics bases has seen an increase of 35%, with some areas reporting growth exceeding 60% [6]