The Spring Festival is not only the most important traditional festival in China, but also an important window for observing China's consumer economy. As we approach the Spring Festival of the Year of the Snake, the market for New Year's goods is gradually heating up, filled with a strong New Year's flavor. Look at online shopping platforms, the New Year's goods welfare continues to be updated; Strolling through the supermarket market, there are constantly discounted activities to meet the diverse and personalized consumption needs of citizens and tourists. The interweaving of tradition and modernity, the integration of online and offline, the combination of traditional peak seasons and the "trade in" policy, the consumer market in the New Year's flavor is "steaming hot", stimulating the vitality of New Year consumption. The popular Chinese New Year goods, known as "Zhengzheng Hong," have gathered in large quantities to create a festive atmosphere and prepare for the upcoming year, welcoming the new year. At present, various New Year's markets and markets are opening one after another. In Shenyang, "time-honored" enterprises have launched New Year's goods exhibitions and sales with themes of reunion, blessings, and celebrating the Chinese New Year. The new Chinese style pastries with auspicious New Year flavors such as "Good luck in the Spring Festival" and "Persimmon and Persimmon Ruyi" have cute shapes and are full of good colors. Enjoying the ancient charm of intangible cultural heritage, visiting the China-Chic market, and tasting special food... The New Year Market in Shangxiahang District of Fuzhou gathers Fuzhou flavor New Year food, Fuzhou traditional hand made snacks and other special products, which not only create a tip of the tongue experience for citizens and tourists, but also bring intangible cultural heritage handicrafts, folk activities, interaction of the year flavor and other special cultural experiences, allowing citizens and tourists to immerse themselves in the experience of China-Chic "Fu" culture. In addition to the offline New Year's goods collection, the online New Year's goods festival is also very lively. E-commerce platforms have launched annual sales promotions, providing consumers with more choices and more favorable prices. Since the launch of the "2025 National Online New Year Goods Festival", various regions and e-commerce platforms have held distinctive supporting activities around consumption hotspots such as catering, shopping, entertainment, and tourism during the Spring Festival. In addition to traditional New Year's goods such as nut snacks and Chinese New Year snacks, sales of health products have surged, with creative ornaments, money making tree music and other single items selling well. During the Chinese New Year shopping festival, a consumer from Hainan left a message on the Qingdao Beer WeChat store: "It has been 7-8 years since I last drank beer in my hometown. Starting this year, I will resume drinking some beer, especially when I taste the familiar old brand. Although I am in a different place, I still feel familiar with it! I like it to show my gratitude and encouragement." As the Spring Festival approaches, Qingdao Beer has become a regular customer in consumers' shopping carts. The person in charge of Qingdao Beer introduced that before the Spring Festival, products such as Classic, Pure Draft, and White Beer maintained stable sales. Among them, the Classic 1903 gift box was very popular and showed strong sales momentum in physical supermarkets and online shopping platforms. The latest Hongyun Year of the Snake gift box launched in 2025 is also highly favored by consumers. In recent years, China-Chic has always been a hot spot in the consumer market, and China-Chic products frequently "go out of the circle". The 2024 Youth China-Chic Brand Power Observation Report shows that 78.9% of the youth interviewed will be more willing to buy if the product is integrated with China-Chic elements. Supporting domestic products is the primary reason why the youth interviewed are willing to buy China-Chic products. As the Spring Festival of "Intangible Cultural Heritage Edition" approaches, China-Chic injects new vitality into the Spring Festival customs. Many supermarkets have placed the Qingdao Beer Snake Year Edition Hongyun flagship product in the most prominent position. The person in charge of Qingdao Beer said that the bright red color of Hongyun flagship product is joyful and peaceful, adding a festive atmosphere to the new year and becoming the auspicious "Hongyun" first choice for many young consumers. The Nine Road God of Wealth product combines traditional culture with modern creativity, with a vivid and interesting image of the God of Wealth, and is selling well on the JD platform. Zhu Heliang, Dean of the Brand Research Institute at Beijing Institute of Technology, believes that the young consumer group presents new characteristics in purchasing New Year's goods and holiday consumption: firstly, they pursue personalization and creativity. Young consumers are more inclined to choose New Year's goods with strong design and customization, and pay more attention to the emotional transmission function of New Year's goods or holiday gifts. The second is to focus on the concepts of health and environmental protection. Healthy consumption has become mainstream, and environmentally friendly packaging and reusable gift boxes are gradually becoming the first choice for young people. The third is the increase in popularity of experiential consumption and "emotional consumption". They prefer products that can bring emotional resonance, pay attention to the sense of festival ceremony, and create a unique Spring Festival atmosphere through decorations, clothing, and other small items. Chinese New Year products are popular all over the world. Chinese Spring Festival is a United Nations holiday and has been included in the UNESCO Representative List of Intangible Cultural Heritage of Humanity. About one fifth of the world's population celebrate the Spring Festival in different forms. The Spring Festival culture is shared globally, and various New Year goods carrying the "New Year's flavor" are hot going out to sea and popular worldwide. Not long ago, a short video of "Germans queuing to buy Chinese fireworks in the morning" became popular on the Internet. Many fireworks products in the video came from Shangli County, Jiangxi Province. With the arrival of the Chinese New Year, local fireworks exports have experienced explosive growth. The international orders of a local enterprise increased by 17.6% compared to the same period last year. The overseas sales of Chinese style clothing brands have increased by over 100% year-on-year, and the sales of zodiac "blind boxes" have increased by 200% year-on-year... Nowadays, more overseas consumers can easily experience the Chinese "New Year flavor". Recently, on social media platforms, incidents such as "Korean tourists returning with a box of Qingdao raw liquor" and "Russian engineers packing a full box of Tsingtao beer at the Zhuhai Airshow" have sparked heated discussions among netizens. Qingdao Beer unexpectedly became popular, which is understandable. At present, Tsingtao Beer is exported to more than 120 countries and regions around the world, including the United States, Canada, the United Kingdom, France, Germany, Italy, Australia, South Korea, Japan, Denmark, Russia, etc. It has strong brand power, cultural power, product power, and innovation capability in the global market. It is reported that in response to diversified market demand, Tsingtao Brewery not only launched zodiac products such as Hongyun Leading Golden Snake Xianrui and Centennial Hongyun Golden Snake Xianrui during this year's Spring Festival season, but also designed exclusive overseas versions of snake zodiac products for overseas markets, which were launched in countries such as the United States, the United Kingdom, France, and Australia. In Russia, Tsingtao Beer has basically covered all Chinese restaurants and has entered all 240 terminals of the well-known high-end liquor and beverage specialty store Aromany Mir in the local area; Tsingtao Beer has become a regular guest in restaurants and bars in Sri Lanka; In the Kazakhstan market, Tsingtao Beer ranks first among imported Asian beer brands, with over 3000 sales terminals and entering the top 10 mainstream chain supermarkets in the local area... As a recognized world beer town, Germany's beer culture has a long history. Dr. Bo Xiwen, former director of the European and International Affairs Department of Hesse, Germany, once admitted in an interview: "Everyone says that German beer is very famous, but my love for Tsingtao Beer even exceeds many German beers." In the international market, Tsingtao Beer speaks with strength and conquers consumers' taste buds. In recent years, relying on the only State Key Laboratory in the industry, Tsingtao Beer has been constantly studying and judging the consumption trend of overseas markets, and has established a large database for global consumers, covering market information from various ways of research, including beer flavors in various countries around the world, consumer preferences and taste changes of consumers around the world. Many of its products have won international awards, such as Black Beer, Okut, Amber Lager, etc., which have won consecutive gold medals at the World Beer Championships. From the bustling New Year's shopping festival to the lively online New Year's live streaming rooms, from Chinese supermarkets to overseas restaurants, you can see the presence of Tsingtao Beer. Over the past 120 years, Tsingtao Beer has covered six continents, 21 time zones, and billions of consumers. Tsingtao Beer has built a global strategic map focusing on Europe, North America, and Southeast Asia, covering countries jointly building the "the Belt and Road", and has become a bridge connecting people with different cultural backgrounds. The Spring Festival is both Chinese and global. With the "going global" of traditional Chinese New Year culture, high-quality, localized, and culturally rich products will capture more overseas consumers. A bottle of Tsingtao Beer has brought China closer to the world, shared the joy and harmony of the Chinese Spring Festival, and shared the taste of the Chinese New Year. (New Society)