Under the background of consumption upgrading, with the development of online retail and mobile e-commerce, China's gift economy industry continues to develop. In 2018, the demand for China's gift economy industry market has reached 800 billion yuan. In 2019, the New Year and Valentine's Day became the hotspots of the gift economy industry. New year gifts, flowers between couples, and the purchase of sex toys became the new trend of gift economy consumption, which driving the market of gift economy industry to expand continuously. According to iiMedia Research, Chinese residents mainly pay for visiting relatives and friends, among which 59.5% give gift to family members,; over 60% of users have heard of flower e-commerce, and 36.1% of them purchased flowers on the flower e-commerce platform; the proportion of male and female users who support sex toys was 51.7% and 37.3%, respectively, and male and female users who regularly purchased sex toys accounted for 17.7% respectively. And 12.6%, male users are more likely to accept sexy users than female users and buy more.
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.