cover news reporter Fu Wenchao
Watching the Spring Festival Gala and shopping for the same items has become a great pleasure for young people during the New Year.
On New Year’s Eve, Taobao hot searches were dominated by the same style of Spring Festival Gala: Ma Li’s same coat and short boots, Zhu Yilong’s same red suit, Yang Mi’s same Hanfu from Henan TV, Liu Qian’s same oversized playing cards, Zhang Tianai’s same lipstick, etc. were all on the list. More than 3.6 million people are searching for "Zhang Ruonan". Her pink sweater of the same style was sold out in less than 10 minutes. In addition, the dragon head hat of the same style as Panda Huahua also became a top trend on New Year's Eve. Data shows that after the Spring Festival Gala started, the usage of Polaritao increased by 60%.
It is understood that in the Spring Festival Gala sketch "Can it be the same?", Zhang Ruonan appeared in a pink cardigan with colorful buttons. She was cute and cute, and performed the pink dopamine of early spring. She immediately attracted a large number of netizens, with dozens of people in one minute. Thousands of people searched for the same item on Pandora Taobao, and more than 5,000 people made additional purchases. The same item was sold out within 10 minutes of the skit starting, and the store sold out again after urgent replenishment.
“Spring Festival Gala Hanfu” is also popular on Taobao. The traditional Chinese pattern creation show "Nian Brocade" has made the "Four Beauties of Hanfu" popular on the screen. Many types of Hanfu in the show are from Taobao stores. For example, the Hanfu worn by Li Qin is the Song Dynasty-made red lipstick suit from Taobao store Tongwan Hanfu Studio. The short shirt with short sleeves is in a low-saturated lotus pink color, which is gentle, moving and fairy-like. It is reported that the same model has been sold out and merchants are restocking. The Hanfu worn by many of the backup dancers in the show are also original designs from Taobao stores.
In recent years, more and more celebrities have begun to wear the works of Chinese designers, especially the popularity of new Chinese style, which has made many Taobao stores "out of the circle". As early as during the Spring Festival Gala rehearsals, the outfits worn by many celebrities became hot searches on Taobao. Yang Mi, the “Queen of New Chinese Style Product Delivery”, has become popular with the new Chinese style cotton clothes in Taobao store “Huaying Yaoyao”. In the past year, new Chinese-style outfits have exploded. From horse-face skirts to song brocade, consumers have smoothly integrated various Chinese-style items into their daily outfits. In the New Year of the Year of the Dragon, various Hanfu and new Chinese-style New Year greeting clothes containing dragon elements have been frequently searched on Taobao.
Taobao’s previous list of “Celebrities of the Year” shows that “star styles” cover the three keywords of sweetness, new Chinese style and relaxation, driving national fashion brands and local designers to leave Taobao. On the way to the Spring Festival Gala rehearsal, Xin Zhilei carried a baseball bag from Guliangjiji, an original designer store on Taobao, which was fashionable and casual. During the Spring Festival Gala interview, Wei Chen left a deep impression with the same style of gold gradient suit, which comes from Taobao independent designer brand "Valley Boy", which is also a celebrity's private treasure store.
The doll in the hands of "Grandpa Tan", the breeder of panda Huahua, is an original work by Hu Yulu, the manager of Taobao store "Panda Factory". Not long ago, Hu Yulu won the title of "Top Ten Taobao Shopkeepers in 2023" in the "Win on Taobao" competition, and also won the "2023 Sewing Machine Fire Award" in the Taobao Annual Toy Awards.
Some analysts believe that social hot spots are immediately reflected in search volume on Taobao, which means that public sentiment is accelerating into consumption willingness on the national e-commerce platform. This is an opportunity for Taobao merchants. This generation of young people prefer to use purchasing behavior directly. Vote and express your intention.
