Approaching the Spring Festival, purchasing New Year's goods through live streaming e-commerce is becoming a ritual for Generation Z to welcome the Year of the Dragon. In this "New Year goods list", in addition to traditional New Year goods such as fruits and nuts, there are also "new top trends" such as gold jewelry, outdoor shoes and clothing, and health products. "When I was a child during the Chinese New Year, my biggest expectation was not only to receive red envelopes, but also to go to the market with my family to buy New Year's goods. The abundance of New Year's goods also symbolizes a bountiful year." Huang Nuo, a "90s generation" from Jinhua, Zhejiang, said that as I grew up and entered the workplace, the burden of buying New Year's goods for my whole family shifted to myself. These days, Huang Nuo has been busy making "New Year's goods guides" by jumping around in various live broadcast rooms. "He has already placed a lot of orders and sent them home, making it more convenient and convenient to choose from." Nowadays, more and more young people are accustomed to buying New Year's goods online. The Chinese government has also launched an online New Year's goods festival, forming a large-scale New Year's goods market by linking online promotional activities from various regions, e-commerce platforms, and merchants into a chain of beads and clusters. In the city of live streaming e-commerce, Hangzhou, many MCN (multi-channel network) institutions are also targeting the "New Year's Goods Festival", "continuous broadcasting" and making a good start. "Compared to last year, consumers' willingness to consume this year is more inclined towards specialty New Year goods, such as cherries, alcoholic beverages, gold and jewelry," said the person in charge of making friends. Cang Hai, Vice President and General Manager of the Supply Chain Center of Whale Spirit Group, said that health products and outdoor footwear and clothing have shown stronger growth momentum, "indicating that users have a strong demand for health at present and there is still a lot of growth space in the future.". Online New Year's goods have bridged the geographical gap, with local specialties spanning mountains and seas, enriching the list of New Year's goods for Generation Z. According to the person in charge of Xinxuan, from a data perspective, local landmark specialties are more popular during this New Year's goods festival. Northeastern rice, Inner Mongolia beef and mutton, Cantonese sausages, Sichuan Chongqing hotpot base, and other hot selling products are all hot selling products, with one Ecuadorian shrimp selling over 64 million RMB. Compared to ordinary annual payments and gift box items, more co branded and customized items have appeared in the live broadcast room, which has also revitalized traditional time-honored brands. Yao Shengji, a "time-honored brand" from Hangzhou, has gained another wave of fans in the "Generation Z" group by embracing live streaming e-commerce. "These days we have received orders from all over the world, and in recent days the factory has been working overtime overnight. The live broadcast has pushed the product to a broader stage." Yao Shengji, the relevant person in charge, said that this year, the online broadcast e-commerce launched a number of customized gift boxes, such as China-Chic Guofeng, which has received a good response. More than 30000 orders have been sold in a single day. "We hope to make a good start by taking advantage of the New Year's Day.". Every New Year's goods order has become a carrier for conveying emotions. "Although I haven't returned to my hometown yet, my heart has reached home, so I will wait for my return to celebrate the New Year of Reunion," said Huang Nuo. To ensure that "New Year goods cannot be stopped", as in previous years, several mainstream express delivery companies in China have announced that they will not close for the Spring Festival, and some companies have also increased their transportation capacity to welcome a small peak before the Spring Festival. Data shows that in January, the total volume index of China's postal express delivery industry was 68.7%, a 0.1 percentage point increase compared to the previous month. (Lai Xin She)