The impact of COVID-19 in China and around the world has changed the way people live in remarkable ways, affecting everything from how they work and play to how they learn and consume. The recent Golden Week (October 1 to 8) in China offers a glimpse into the way people are adapting to these changes. The consumption statistics gathered from the different platforms of the Alibaba ecosystem reflect four important priorities:
Domestic travel: Traveling with family is a hit
According to Fliggy, the number of users who purchased Golden Week family travel packages (inclusive of at least three return flight tickets) grew 160% compared to the last long weekend in June. Family car rental and parent-kid recreational ticket sold for the period from October 1 to 4 increased 77% and 30% year-on-year, respectively. In addition, people from lower-tier cities and regions made up 60% of the total number of domestic travelers during Golden Week.
Imported goods: Sales on Tmall Global surged
Restrictions on outbound travel incentivized more consumers to purchase imported goods through online channels. The total sales of Tmall Global from October 1 to 7 increased by 79% compared to same period of last October. During the first four days of Golden Week, on Kaola, one of Alibaba’s cross-border e-commerce platforms, sales from Hong Kong-based cosmetic store Sasa grew 334%, while the sales from Singapore-based beauty retail brand Novela surged 412%.
Home improvement: Online-offline furniture buying gained popularity
Long holidays are good opportunities for home improvement. For the younger generation, their go-to shopping strategy – researching online then purchasing offline – is also relevant to the way they buy furniture. From Oct 1-3, the total number of transactions diverted to offline outlets from Tmall’s online furniture stores increased 50% YoY, of which new brands accounted for 35%.
Protective equipment: COVID-19 prevention is still top-of-mind
Even though restrictions on travel and social distancing have been lifted in China, people are still prioritizing COVID-19 prevention. On Taobao and Tmall, online searches for masks rose 271% compared to last year, with their GMV having increased 585%.