Workers sort out parcels in a delivery company in Haian, Jiangsu province. 

The approaching Chinese New Year is driving up sales on China’s e-commerce platforms. The younger generation, who make up the majority of online consumers, are gradually reshaping the Spring Festival market through e-commerce.

Apart from traditional Chinese New Year products such as roasted seeds and nuts, smoked bacon and decorations, emerging products such as clothing, electronics, smart home appliances, and health care products are becoming must-buys for the Lunar New Year.

“I’m planning to buy both my parents a big-screen smartphone this year, so that they can chat online, watch videos and play games,” said Wang Rui from Beijing.

According to statistics from e-commerce giant Alibaba, health management products, such as ECG recorders and smart wireless thermometers, as well as medical services including dental care and physical examinations have seen noticeable growth on e-commerce platforms. Computers and AR/VR equipment rank as the best-selling products on JD.com, one of China’s major e-commerce platforms.

An Alibaba report issued in 2018 noted that 217 percent more online deals for the Lunar New Year’s Eve dinner, or “reunion dinner,” were made during last year’s Spring Festival, and the trend of ordering reunion dinners online has remained this year.

“I have ordered a reunion dinner package worth about 800 yuan this year. It includes 12 dishes, and it’s more convenient to cook,” said a woman named Deng Jiaqi from the eastern province of Jiangsu, adding that it’s cheaper than eating out and it also feels better to have a reunion dinner at home.

Thanks to the growth of e-commerce platforms selling fresh products, imported fruit, meat, and aquatic goods have become an important element during the Spring Festival.

Cherries from Chile, lobsters from Boston, and shrimp from Vietnam have all found their way on to the Chinese dinner table.

Analyzer Chen Liteng noted that Spring Festival purchases were becoming more personalized and thought out, which reflects the general trend of consumption upgrading. He said that such development would inject new vitality into China’s high-quality economic growth.