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class="pictext">　　虎年年貨國潮范兒十足。</p> <p>　　新春走基層</p> <p>　　虎年消費觀察 ①</p> <p>　　文/廣州日報全媒體記者趙方圓、文靜、許曉芳</p> <p>　　圖/廣州日報全媒體記者王維宣</p> <p>　　印有萌虎的糖果甜餅、堅果炒貨、煎堆油角、揮春紅包……虎年春節來了，冰雪冬奧、“虎年相關”產品大受歡迎。據本地服務平臺數據顯示，近兩周，廣州地區各類年貨禮盒的訂單量增長818%。</p> <p>　　記者注意到，隨著春節年貨購買群體“年輕化”，線上置辦年貨成為不少消費者的新選擇。大型電商數據顯示，今年線上年貨節期間，廣東購買力排名實力位居全國第一。</p> <p>　　<strong>虎年國潮風席捲定制禮盒成年貨熱點</strong></p> <p>　　近期，記者走訪線上、線下市場發現，以虎年為主題的對聯、福字、燈籠挂件、紅包等格外惹眼。春節前夕，廣州地區的年糕、紅包在生活服務平臺的銷量快速增長，近兩周的訂單分別增長599%、534%；增長最快的品類是燈籠，增長近20倍。</p> <p>　　記者注意到，多家超市推出品質年貨及定製版賀歲手信禮盒。廣州友誼推出“虎年限定新春紅運彩粧”“冬日時髦新年戰衣”“宅家過年必備黑科技”“盆滿缽滿好意頭年貨”等品質年貨及打折促銷活動。</p> <p>　　廣百百貨今年推出的一款“福虎迎春禮盒”十分暢銷，內含鮑魚酥、酥角、笑口棗、糖條酥五款傳統賀歲食品。廣百百貨有關負責人表示，今年年貨整體銷售同比基本持平，其中傳統年貨同比增長5%，糖餅堅果類同比增長超10%。</p> <p>　　“我們發現，Z時代作為新的年貨消費人群很有影響力，他們在年貨購買上適用場景更廣，產品選擇也更講究高品質高顏值以及個性化。”良品舖子有關負責人表示。</p> <p>　　<strong>健康低脂零食新鮮水果受追捧</strong></p> <p>　　“我一直在健身，今年過年打算挑些低卡低脂的年貨零食。”市民劉小姐表示。記者注意到，今年超市的年貨區，減糖、減鹽、低脂零食和健康有機食品受到年輕消費群體熱捧。</p> <p>　　在糖果巧克力專區，不少產品打出了“0糖”“無蔗糖”“零添加”的口號。記者看到，有巧克力品牌推出控糖小纖牛奶巧克力，也有品牌推出了純植物基配方健康巧克力；糖果品牌則推出了膠原蛋白肽低糖軟糖等產品。</p> <p>　　與此同時，春節期間，新鮮水果也成為廣州消費市場一大熱銷品類。大型社區電商數據顯示，近兩周，哈密瓜訂單量環比增長859%。車厘子訂單環比增長551%。</p> <p>　　新生活方式引領消費新風尚。商務部大數據顯示，2022全國網上年貨節期間，“綠色”成為過年主色調，環保皮草、環保袋、環保食具銷售額同比分別增長223.3%、44.6%、22.0%。健康有機食品成為潮流，有機蔬菜、有機奶、蜂產品銷售額同比分別增長187.8%、38.8%、45.3%。</p> <p>　　線上置辦年貨成為消費市場亮點</p> <p>　　“80後”市民張小姐在年廿七通過電商平臺下單購買年花。“今年公司年前事情多，就嘗試線上上買年花，結果發現出乎意料的好。”張小姐告訴記者，她是中午線上上下單，晚上回家就收貨。家住越秀區的王先生也表示，以往廣州人過年走訪親友都會帶一些年貨，但選擇單一，水果主要是蘋果、柑橘，“現在網購年貨選擇就豐富多了，而且手機下單，隔天或當天就送到。”</p> <p>　　線上置辦年貨已成為今年消費市場一大亮點。京東統計發現，今年年貨節期間，廣東購買力排名實力位居全國第一。從消費人群構成來看，今年年貨節期間，廣東女性用戶成交金額增長42.8%，35歲以下年輕人成交金額同比增長44.7%。廣東人喜歡置辦什麼年貨？休閒食品、酒類、進口食品、糧油米麵、面部護膚成為本地熱門品類增長前五名。</p> <p>　　<strong>為家鄉親友辦年貨節前“異地訂單”快速增長</strong></p> <p>　　一些留在本地過年的年輕人通過線上方式給家鄉的親友置辦年貨也成為一種潮流。記者獲悉，春節前夕，美團優選平臺“孝心單”數量快速增長，全國單月訂單數突破350萬單，其中一線城市的增速最為明顯，廣州孝心單已突破80萬單，環比增長11%。</p> <p>　　“異地訂單主要來自年輕人，他們希望在春節這個特殊的時候，和父母們一起分享發現的好味道。”平臺相關負責人表示，北京、廣州、深圳、東莞、上海分列異地下單的前五位，保定、週口、安慶、惠州、商丘則是收到“孝心單”最多的城市。</p> <p>　　京東銷售數據顯示，年貨節(1月9日)第一週，發往非常住地址的異地訂單量同比去年同期增長30%，而且異地訂單佔比已較平日上漲了50%。發出異地訂單最多的城市，分別為北京、深圳、廣州、上海和杭州。</p></div> <div class="editor f14">[責任編輯：尹賽楠]</div> </div>  <div class="page-number"> <script type="text/javascript"> createPageHTML(1, 0, "t20220201_12404858", "htm"); </script> </div>  </div>   <div class="content-plus"> <div class="wrap"> <h3 class="zone-desc-content"><span class="format">相關新聞</span></h3> <ul class="list clearfix"> <li class="list-item single-line f14"><a href="http://103.249.53.35/xwzx/PoliticsNews/202201/t20220125_12403353.htm" target="_blank" title="來了，您吶！虎年吉祥！">來了，您吶！虎年吉祥！</a></li> <li class="list-item single-line f14"><a href="http://103.249.53.35/gate/big5/culture.taiwan.cn/cul/202201/t20220125_12403314.htm" target="_blank" title="小年到送你一副虎年吉祥春聯">小年到送你一副虎年吉祥春聯</a></li> <li class="list-item single-line f14"><a href="http://103.249.53.35/gate/big5/culture.taiwan.cn/cul/202201/t20220119_12402319.htm" target="_blank" title="中日虎年迎春展在滬開幕">中日虎年迎春展在滬開幕</a></li> <li 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