艾媒报告|2019年中国网民年货购买行为调查

　　随着社会消费水平的不断升级变化，春节假期对于国人的意义也在慢慢发生变化。iiMedia Research(艾媒咨询)数据显示，国人在春节的活动安排日趋多样化，近八成的网民表示与家人团聚最重要。其中，80后对家人团聚的重视程度最高，游子异地打拼，与家人团聚成为人们春节最重要的意义。此外，外出度假，自我增值，加班，相亲，参加志愿活动等也成为春节的主要活动之一。另外，年货概念随着社会观念变化而日益泛化，但传统的年俗意义仍最受重视，在新年的传统活动中，国人对年夜饭的重视度最高，占比57.6%。此外，贴年红、大扫除、看春晚、拜年等依然被认为是春节必做活动。艾媒咨询分析师认为，过年的实质是一种文化，而年味的呈现需要载体，年夜饭、贴年红等活动正是年味的载体。此外，在跨境电商快速发展和国民消费能力升级的驱动下，“洋年货”以质优、品类丰富等原因，渐成国人的新喜好。(《2019年中国网民年货购买行为调查》完整高清PDF版共50页，可点击文章底部下载按钮进行报告下载。)

　　With the improvement of people's consumption level,the significance of the Spring Festival holiday for the Chinese people is slowly changing.According to iiMedia Research,the activities of Chinese people in the Spring Festival are increasingly diversified.Nearly 80%of netizens said that it is most important to reunite with their families.Among them,because the generation after 80s wander in different places,family reunion became the most important significance of the Spring Festival.In addition,going out on vacation,self-improvement,overtime,blind date,volunteering,etc.have also become one of the main activities of the Spring Festival.In addition,the concept of new year goods has become more and more generalized with the change of social concept,but the traditional meaning of traditional Chinese is still the most valued.In the traditional activities of the New Year,the Chinese people pay the highest attention to the New Year's dinner,accounting for 57.6%.In addition,stick red couplet,cleaning,watch the Spring Festival Gala,New Year's greetings,etc.are still considered to be the must-do activities of the Spring Festival.iiMedia Research analysts believe that the essence of the New Year is a culture,and the presentation of the Spring Festival atmosphere requires a carrier.The activities such as sticking red couplet and New Year's Eve dinner are the carriers of the annual taste.In addition,driven by the rapid development of cross-border e-commerce and the upgrading of national consumption power,do Spring Festival shopping overseas has gradually become a new favorite way of Chinese people due to its high quality and rich variety.("iiMedia Report|2019 China Netizen New Year Purchase Behavior Survey"full HD PDF version has 50 pages,click the download button at the bottom of the article to download the report.)

　　以下为报告节选内容：

　　春节主要活动以和家人团聚最重要

　　iiMedia Research（艾媒咨询）显示，春节的活动安排，有77.8%的受访者认为和家人团聚最重要，54.5%的受访者会安排与朋友聚会，44.4%的受访者会安排探亲。此外，外出度假，自我增值，加班，相亲，参加志愿活动等也是春节的主要活动之一。其中，80后对家人团聚的重视程度最高，或与80后多在异地工作，只能于春节期间与家人团聚有关。　

　　年夜饭成为最能承载年味的新年活动

　　iiMedia Research（艾媒咨询）显示，在新年的传统活动中，网民对年夜饭的重视度最高，占比57.6%。此外，贴年红、大扫除、看春晚、拜年等依然被认为是春节必做活动。艾媒咨询分析师认为，过年的实质是一种文化，而年味的呈现需要载体，年夜饭、贴年红等活动正是年味的载体。

　　休闲零食成最受欢迎年货品类

　　iiMedia Research（艾媒咨询）显示，在传统年货品类中，超半数受访者认为休闲零食是最必不可少的，占比53.3%，其次是水果生鲜和酒水饮料，分别占比34.6%和30.4%。

　　需求型消费为年货的主要消费动机