As the Laba Festival passes, the festive atmosphere of the Chinese New Year grows increasingly stronger. Stepping into a Yonghui Superstore, the first thing that catches the eye is a vibrant and celebratory sea of red—this is the "Joy Market" zone, one of the core sections of the New Year shopping festival. With an array of festive decorations like spring couplets, character "Fu" posters, lanterns, Chinese knots, and creative ornaments, the area cleverly blends traditional customs with modern creativity, attracting shoppers of all ages to stop and browse. On January 9, Yonghui Superstores officially launched its "New Yonghui, New Year Flavor" New Year goods strategy. As a key part of the "Ten Major Campaigns," the "Joy Market" is igniting consumers' Spring Festival sentiments with its renewed product strength and immersive experience.
The saying goes, "After Laba, the New Year arrives." To extend this festive warmth, Yonghui simultaneously launched a three-day (January 24-26) Laba-themed event across its nationwide stores. Activities included free tastings of warm Laba congee, promotions on Laba garlic, and innovative experiences like grilled lamb skewers paired with Laba garlic in select stores, officially kicking off the New Year shopping season with a rich, lively atmosphere. Furthermore, Yonghui carefully selected 30 top-selling items with sales exceeding ten million yuan, along with seasonal fresh produce and daily essentials, offering special discounts to provide consumers with a one-stop New Year shopping solution, from festive treats to family stockpiling.
The most immediate impression of this year's Yonghui "Joy Market" is its "higher aesthetic appeal and more engaging玩法." This reflects Yonghui's precise insight into Spring Festival consumption trends—while the essence of the New Year needs to be preserved, its expression must evolve with the times.
"I buy spring couplets and window decorations every year, but they're usually traditional styles. This year, at Yonghui, I saw Sanrio magnetic couplets and My Little Pony cartoon door stickers, and I was instantly captivated!" exclaimed Ms. Li, a post-95s customer shopping at the Yonghui store in Hangzhou's Binjiang Baolong City, excitedly sharing her experience. "Hello Kitty and her friends holding gold ingots and the character 'Fu' are both adorable and full of New Year spirit. I bought a whole set of fridge magnets and magnetic couplets to decorate my home. It makes me happy just looking at them, and they're perfect for photos to share on social media."
As Ms. Li noted, IP empowerment is a major highlight of this year's Yonghui "Joy Market." Yonghui has prominently introduced a series of New Year decoration products featuring two well-known IPs: Sanrio and My Little Pony. The Sanrio family series, including small couplets, fridge magnets, and magnetic couplet sets, cleverly integrates the cute characteristics of the cartoon characters with traditional Chinese auspicious elements, quickly becoming a hot commodity among young consumers and families with children upon launch. The My Little Pony series offers products like creative cartoon red envelopes for the New Year, decorative door stickers, and hanging spring couplets, adding a fairytale-like joy to the festival with their vibrant colors and exquisite designs. These IP products are not just merchandise; they serve as emotional bridges connecting younger consumers with traditional culture, successfully transforming "shopping for New Year goods at Yonghui" into a delightful journey of discovery.
Beyond IP collaborations, Yonghui's "Joy Market" has invested significant effort into the deep development and creative design of traditional categories, striving for excellence in quality, design, and value-for-money.
In the couplets section, offerings range from exquisitely designed, high-aesthetic sets like the Puyue 3D Cartoon Horse Year set and the Xinxin Wenchuang 3D Zodiac couplets, which utilize the latest design concepts and embossing techniques to create lifelike zodiac animal patterns, to premium-quality velvet couplets like the Hundred Fu Velvet Couplets and Creative Zodiac Velvet Couplets, which offer a warm touch and an elevated feel. There are also options blending trendy national elements, such as the Xinxin Lion Dance couplets, alongside the aforementioned IP magnetic couplet sets. The magnetic design addresses the pain points of traditional adhesive-based couplets—being difficult to clean and prone to damage—offering reusability that is both eco-friendly and convenient.
Red envelopes, carriers of blessings, are presented with remarkable creativity on Yonghui's "Joy Market" shelves. Beyond traditional gold-stamped Fu character envelopes and playful "lucky money" packets for children, there are dazzling 20K gold-flecked zodiac envelopes, elegant fabric envelopes, and interactive designs like the "Turning Luck" envelope, making the act of giving red envelopes itself a ritual full of joy.
The lantern and ornament area is equally eye-catching. Antique-style lanterns made from imitation parchment paper emit a soft, warm light with classic patterns, capable of instantly enhancing a home's ambiance when hung on a balcony or in a living room. In terms of ornaments, items like the 3D God of Wealth hangings, Lion Dance with Red Berry decorations, and woven Chinese knots incorporate modern aesthetics into traditional craftsmanship, showcasing meticulous attention to detail.
The ornament section serves as a key tool for creating a festive atmosphere at home. Various New Year flower buckets, solar-powered Maneki-neko (beckoning cat) ornaments, money tree photo frame decorations, and "Full of Wealth and Honor" blessing buckets offer diverse designs to meet different families' decorative needs. Even for a simple "Fu" character, Yonghui provides multiple choices in material and style, such as cultural and creative 3D square Fu characters, happy zodiac Fu characters, and gold-stamped window decals, materializing "New Year spirit" into tangible, customizable products.
The success of the "Joy Market" is not an isolated phenomenon; it is a microcosm of the systematic approach underlying Yonghui Superstores' "New Yonghui, New Year Flavor" festival and its "Ten Major Campaigns." This campaign, targeting the entire spectrum of Spring Festival consumption scenarios, demonstrates Yonghui's comprehensive strength in reshaping its product power, operational capability, and scene-building force following its strategic adjustments.
In the "Berry Combo" campaign, sales of premium fruits, represented by Chilean cherries, Hongyan strawberries, and blueberries, have been soaring. To date, sales in this category have increased by nearly 60% compared to the same period last year. This directly reflects Yonghui's deep supply chain expertise and quality control capabilities, allowing consumers to enjoy high-quality fresh produce—previously found mainly in upscale fruit stores—at "affordable prices."
Since its launch around New Year's Day, the "Hot Pot Festival" campaign has seen cumulative sales surge over 200% year-on-year, driven by a rich matrix of ingredients and scene-based displays. From high-quality beef and lamb rolls and seafood balls to exclusive custom-made hot pot bases and dipping sauces, Yonghui provides a one-stop solution for family hot pot gatherings.
The "Ready-to-Eat Delicacies" campaign, a key focus area enhanced after store adjustments, has shone brightly during this New Year festival, with cumulative sales skyrocketing over 620% compared to last year. Products like Yonghui's Happy Potatoes, Joyful Chestnuts, Beijing Roast Duck, New Orleans Grilled Chicken, Korean Fried Chicken, as well as signature items from the "Jiu Duo Rou Duo" brand such as beef shank and pig's trotters, have become incredibly popular "convenience hacks" for consumers hosting family feasts or entertaining guests, thanks to their excellent flavor, convenient preparation, and affordable prices.
The bakery section has produced super hit items like the "Strawberry Cream Box Cake," which, with its fresh ingredients,精致造型, and moderate price, has become a popular choice for young consumers' afternoon tea or as gifts when visiting relatives and friends. Furthermore, the on-site baking counters, brimming with warm, appetizing aromas, are also highly popular: fragrant egg tarts, creatively designed Hawthorn Tanghulu bread, and the healthy and delicious "Harvest Joy" multigrain European bread have firmly captured the taste buds of younger shoppers. Since New Year's Day, sales of the freshly baked series and the New Year candies and pastries series have increased by over 340% year-on-year, delivering an outstanding performance.
Particularly noteworthy is the "Quality Yonghui" private label segment. As a core initiative of Yonghui's strategic transformation, nearly 60 products under the "Quality Yonghui" brand have gained deep consumer trust during this festival. Items like trans-fat-free traditional peanut oil, Quality Yonghui Pure Milk, Black Truffle and Ham Soda Crackers, Chilean Pitted Prunes, First Extract Premium Soy Sauce, and 100% Orange Juice have seen sales surge dramatically. Behind each product, from ingredient sourcing and production standards to cost transparency, lies Yonghui's determination to establish a quality benchmark as a "supermarket for the people."
From the roaring success of the "Joy Market" zone to the comprehensive victories across the "Ten Major Campaigns," Yonghui's New Year shopping festival fully demonstrates its powerful capability for systematic innovation and coordinated operations. This Spring Festival, for Yonghui, is not merely a sales battle but a crucial effort to win over consumers' minds. As consumers paste IP-themed spring couplets carrying good wishes on their doorframes, as dining tables are filled with quality ingredients from Yonghui, and as exquisitely designed Yonghui gift boxes are carried during visits to relatives and friends, a new relationship of trust is being built. The philosophy advocated by the "New Yonghui"—"Celebrating the New Year with Great Value, Without Compromising on Quality"—is being integrated into the warmest and most important New Year memories of Chinese families through every product and every service.
The "New Year Flavor" of Yonghui is already filling the air with its fragrance.
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