淘宝闪购数据显示：七夕节中年人群鲜花消费订单增幅跑赢年轻群体

新京报08-19 18:51

七夕即时零售的浪漫消费全面升温。淘宝闪购数据显示，8月以来，“七夕礼物”“七夕花束”等词条搜索量持续攀升，鲜花订单较上月环比增长30倍。七夕期间，鲜花品类的“首次下单用户”占比高达65%至70%，单日新客量增长是日常的25倍，远超情人节。在新增的鲜花消费群体中，中年用户的购买意愿显著增强，其中，31至45岁人群鲜花购买订单增长超七成，这一用户群体的订单增速已经显著超越了传统被认为是“买花主力”的...

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People","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/935de2a1bdb029605437eb46d0aaeca7","symbols_score_info":{"89988":0.6,"FDNI":0.6,"ALBmain":0.6,"CXSE":0.6,"BKF":0.6,"BABA":1.9,"HBBD.SI":0.6,"KWEB":0.6,"09988":1.9,"LDEM":0.6},"content_text":"七夕即时零售的浪漫消费全面升温。淘宝闪购数据显示，8月以来，“七夕礼物”“七夕花束”等词条搜索量持续攀升，鲜花订单较上月环比增长30倍。七夕期间，鲜花品类的“首次下单用户”占比高达65%至70%，单日新客量增长是日常的25倍，远超情人节。在新增的鲜花消费群体中，中年用户的购买意愿显著增强，其中，31至45岁人群鲜花购买订单增长超七成，这一用户群体的订单增速已经显著超越了传统被认为是“买花主力”的年轻群体。 　　据淘宝闪购透露，近一周以来，“送老婆/送妻子/送爱人”以及“送妈妈/送长辈”关键词搜索量均持续上涨，七夕已经逐步褪去单一的“情人节”标签，演变为一个涵盖情侣、家庭乃至自我悦己的全民情感消费节点。　　淘宝闪购数据显示，消费者的购买清单正在被全面焕新，美妆个护、蛋糕、巧克力等品类正在同步爆发。细分来看，彩妆订单量同比增长65%，香水增长46%，面部护理品增长38%，饰品增长68%，巧克力增长32%，肉类零食增长45%。大量消费者正在从“闭眼买花”升级为“做功课选礼物”。　　从地域维度上看，三四线城市的浪漫消费增速在多个核心维度上超越了一二线城市。淘宝闪购数据显示，三四线城市七夕鲜花销量同比增长124%，一线城市同比增长为79%；此外，三四线城市贡献了鲜花总订单的近七成，成为七夕鲜花消费的绝对主力。在美妆个护品类上，下沉市场的追赶势头同样迅猛。三四线城市美妆饰品整体增速达73%，彩妆品类增幅达到70%，远超一线。在食品品类上，巧克力、肉类零食、西式糕点等多个品类的消费也都超越了一线城市。　　“今年七夕的消费数据，直观体现出即时零售在节日礼赠场景中的重要价值，也让我们看到了礼赠消费市场巨大的消费潜力。”淘宝闪购七夕活动相关负责人表示，“今年七夕，淘宝闪购还推出了AI送花功能，可语音对话匹配周边花店风格花束，简化鲜花决策与购买流程，让用户买花送礼更省心。”（文章来源：新京报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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