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Beijing News Shell Finance (Reporter Sun Wenxuan) On August 10, "What's Worth Buying" released the consumption trend of the Chinese Valentine's Day. Data from the Worth Buying Technology Data Center showed that in the week before the Chinese Valentine's Day (August 2 to August 8, 2024), the GMV of popular gifts such as jewelry and watches on the What's Worth Buying platform increased by 248.49% and 89% year-on-year respectively compared with the same period last year (August 14 to August 20, 2023). Among them, the GMV of gold jewelry increased by 255% year-on-year.

Clothing categories rose across the board, with women's clothing, men's clothing, sportswear and even pet clothing all experiencing high growth. At the same time, this year's Chinese Valentine's Day coincided with the Paris Olympics, and the consumption of sports and outdoor related items also saw a corresponding increase, especially the GMV of peripheral products for popular sports such as tennis, table tennis, and cycling, which achieved year-on-year growth of 111.48%, 47.91% and 54.97%.

Every year, early bird tickets for ski resorts go on sale in July and August. Many ski enthusiasts take advantage of this discount to stock up for the new snow season. The GMV of "skiing" on the What's Worth Buying platform increased by 59.22% year-on-year. The 4-6 night ski package of Changbai Mountain Resort, the 3-5 night ski package of Hokkaido Tomamu Resort, and the 2-night ski package of Vanke Songhua Lake have become the three most popular early bird products among consumers.

Compared with the past, this year's Chinese Valentine's Day elements are more popular, and the GMV of "new Chinese style" keyword products has increased by 212.28% year-on-year. Among them, Hanfu, round fans, and embroidery have become hot spots for consumption, and the artistic conception of "a light silk fan catching fireflies" has been revisited by more people. What's Worth Buying also launched the "Starry Night of Qiqiao" special on August 2. The platform is inspired by ancient markets and uses traditional Chinese paintings containing Chinese elements to draw a long scroll of the market, cleverly integrating consumption recommendations into the scroll, leading consumers to immerse themselves in the ancient charm of the Chinese Valentine's Day.

Zhang Yuang, head of e-commerce marketing at What’s Worth Buying, believes that as the first online e-commerce promotion event in the second half of the year, “Chinese Valentine’s Day” not only helps consumers release their consumption needs after “618”, but also clarifies the new direction of interest consumption through festival symbols, providing more references for the e-commerce market in the second half of the year. “From the platform data, consumers are more keen to pay for emotional value and interest at such events. This consumption concept has also promoted the birth of new consumption scenarios and will affect future market segments.”

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