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The Chinese romantic "Qixi Festival" is approaching, and the "J people" who have made plans have already booked flowers and other gifts, waiting for them to be delivered on the same day.

According to Ele.me data, the number of rose and other flower reservations in the past week has increased by more than 10 times compared with the daily average in July. At the same time, for the free-spirited "P" people, it is not too late to choose the right gift for the person when the festival is approaching. The day before "Chinese Valentine's Day", the search volume for "chocolate" increased by 32 times compared with the daily average in the past week, and the search volume for "gift" and "cake" and other related searches also increased by more than 6 times. The rich gift supply and instant delivery provided by Ele.me can always make "the gift that touches your heart arrive on time".

One-stop "hosting" gift channel is online

In the past, preparations for holiday ceremonies often required remembering anniversaries, searching for gift guides based on the recipient’s preferences, placing orders, and taking great pains to write greeting cards, among other steps.

Now, Ele.me has integrated multiple software functions such as "anniversary reminder + content e-commerce + AI assistant" into the "Flowers and Gifts" channel. On the channel page, consumers can customize their own anniversary reminders in one stop, filter and place orders according to the preferences of the gift recipients, and even use AI to write greeting cards and send them directly to the recipients.

Netizens joked that such a "hosting" service is very suitable for "P" people in the MBTI personality type who don't like to act according to plans, especially "P" men during the Valentine's Day period.

Ele.me data shows that male users account for a significantly higher proportion of gift-giving channels. For example, on "520", male users account for 80%. In terms of age, users aged 18-35 account for more than 80% of gift-giving channels. It is clear that the "P" people born in the 1990s and 2000s who have a strong sense of the Internet and busy social lives need such services the most. In terms of cities, Shanghai, Beijing and Hangzhou rank in the top three in terms of the number of consumers using gift channels.

The gift-giving channel has multiple sub-channels such as gifts for girls, boys, elders, children and pets. From flowers, chocolate gift boxes, skin care cosmetics, Lego, coffee machines, razors to tablets, consumers can choose a variety of gifts according to the gift recipients. From the perspective of different gift recipients, 48% of the orders for "gifts to boys" are from people born after 2000, while only 27% of the orders for "gifts to girls" are from people born after 2000. I didn't expect that the girls born after 2000 are more romantic.

"From 'store shopping guide' to 'product shopping guide', compared to simple search, we divide and recommend scenes, people and categories according to the different category preferences of consumers in each scene. We hope that Ele.me, as an instant retailer, can provide consumers with differentiated services, not just instant delivery of goods," said Zhen Bingbing, head of Ele.me's local retail marketing.

Rose takeaway orders increased 10 times

Flowers are still the mainstream gift for Chinese Valentine's Day.

This year, on Chinese Valentine's Day, Ele.me officially announced Gao Yuanyuan as the Chinese Valentine's Day confession ambassador, and also launched a joint confession flower with Youku for the hit drama "Du Hua Nian". Data shows that the sales of roses and other flowers have increased by more than 10 times compared with the daily average in July. In terms of population preferences, flowers, toys, figurines and chocolates are the most popular categories for female consumers. Ele.me data shows that in the week before Chinese Valentine's Day, the takeaway volume of snack gift packages, Western cakes, care products, dolls, etc. also increased by more than 100% month-on-month. Dove chocolate gift boxes, Lay's snack combination packs, bubble machine bouquets, L'Oreal Essence Toner Sets and other products are very popular.

In terms of the unit price of gift pens, the unit price of pens for girls is the highest, close to 130 yuan, 20 yuan higher than that for boys. Gifts for men are more concentrated in toys, electrical appliances and foreign wine. Before the Chinese Valentine's Day, the takeaway volume of 3C products such as wearable equipment and laptops increased by more than 50% month-on-month.

It is reported that starting from August 3, consumers can search for "heart-warming gifts" on Ele.me and book Valentine's Day bouquets at a discount of 30%, and there are thousands of big-name heart-warming gifts at a discount of 50%. From August 9 to 11, Starbucks also launched the flower category online for the Valentine's Day event. After placing an order, consumers have the opportunity to receive Starbucks coupons and flower discount coupons. On the day of the Valentine's Day, consumers can also grab a 1-cent coupon on Taobao's hourly delivery channel; from August 10 to August 11, orders placed at designated stores can also return surprise red envelopes, up to 50 yuan.