With the arrival of the New Year in 2024, starting from stocking up on New Year’s goods, the flavor of the New Year is getting stronger and stronger.
html On February 2, Zhihu’s “Year of the Dragon Good Luck Conference” event organized for the Spring Festival had more than 40 million views. Since its launch on December 29, 2023, this topic has produced more than 50,000 high-quality New Year goods content, and event-related content has been on the Zhihu hot list more than 90 times. Since the Zhihu New Year Goods Festival began, the cumulative GMV (transaction value) has exceeded 200 million yuan, and more than 10,000 creators have participated."Year of the Dragon Gathering Good Luck Conference" is part of Zhihu New Year Goods Festival's "Happy New Year Market". In view of the Spring Festival, it focuses on New Year's goods preparation, gift selection, Creating atmosphere and other aspects are used as the core scenes to present a "complete guide to new year's goods" for new employees.
During the Zhihu “Year of the Dragon Good Luck Meeting” cloud market event, the search index for “New Year’s Goods Recommendations” and “New Year’s Goods Recommendation List” increased by 1,617% and 753% month-on-month. During the event, it can be found that people are increasingly choosing refined New Year products. For example, "How to choose a New Year gift for your parents to make them feel 'well loved'?" "In the Spring Festival of 2024, what good things can easily 'do' the year-end cleaning?" "Is there a fruit that you After eating it, I feel like it’s the Chinese New Year?” A large number of professional discussions gathered under such questions. During the event, the search index for “Chinese New Year gifts to elders” on Zhihu increased by 435% month-on-month.
Since the New Year Goods Festival, more than 10,000 Zhihu creators have obtained "good business" on Zhihu by relying on "good content", and the cumulative GMV of their goods has exceeded 200 million yuan. People's attention to New Year's goods is particularly evident in the fields of digital, home appliances, food, sports and outdoor, fashion and personal care.
Xinshiren are the mainstream user group of Zhihu. They are professional and believe in professionalism, which is also reflected in their consumption behavior. In the "Auspicious New Year" event, there were "wilson", an excellent respondent on the topic of household appliances, "leo leung", a 2023 good product recommendation officer, "This is eno", "lighting madman", an excellent respondent on the decoration topic, and "wine", an excellent respondent. Like Life" and so on, 30 outstanding Zhihu respondents in various fields gave the most professional, real and practical gift suggestions.
Zhang Shasha, general manager of Zhihu’s consumption and business ecosystem, once said, “What lies behind the Q&A is the consumer demand of users.” As the largest online Q&A community in the country, Zhihu has a large amount of high-quality Q&A content and outstanding creators from various fields. Every question is a user's reflection on consumption decisions.
Text丨Reporter Hang Ying
Picture丨Photo provided by the interviewee
