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Xiaohongshu publishes a report on the trend of the Dragon Boat Festival

Date: 2020-07-01

After the Dragon Boat Festival, Xiaohongshu released the "2020 Dragon Boat Festival Tourism Trend Report". The report shows that during the Dragon Boat Festival, Guangzhou, Shanghai, Hangzhou, Shenzhen and Chengdu became the top five most popular destinations during the Dragon Boat Festival. In the first half of this year, affected by the epidemic, the willingness to travel abroad declined by 90%, but Xiaohongshu users developed new ways of playing picnics and camping.

Statistics show that Xiaohongshu lives more than 100 million yuan a month and is the largest lifestyle community in China. Travel is the second largest category of Xiaohongshu after beauty in 2019, and the fastest growing category.

New gameplay emerges, camping, picnics, and self-driving tours soar

According to the report, compared with the same period of last year, people's willingness to travel and travel was almost cut by the impact of the epidemic, and the popularity of outbound travel dropped by 90%.

However, Xiaohongshu users immediately unlocked new ways to play around. The report shows that compared with the same period last year, Xiaohongshu users' camping intentions have nearly tripled, picnic willings have more than tripled, and the willingness to drive by themselves has also increased. Nearly 50%.

This spring, the trend of picnics spread to the whole country, and "Xiaohongshu's picnic mat" became a hot sale for major e-commerce companies. The report shows that among the colors of the picnic mats, girl floral, Vichy check and French white are the most popular.

In the case of limited travel abroad, Xiaohongshu users also invented the "pretend to be somewhere" travel punch card series, opening a new way of playing in the country. The seaside coffee shop in Guangzhou and the barbecue restaurant in Hangzhou can be "pretended to be in South Korea"; the western suburbs of Beijing and Guanhu Village in Shenzhen can be "pretended to be in Japan"; the Columbia Park in Shanghai and the folk customs of the infinity pool in Mogan Mountain are similar Morocco.

The report also shows that travel photography, local food and travel wear are the most talked about travel topics.

Beijingers are fascinated with camping, Jiangsu, Zhejiang and Shanghai are very popular with homestays, and the Pearl River Delta loves "one person travel"

The report shows that travel preferences differ from place to place. 10% of the users who searched for "camping" came from Beijing; Jiangsu, Zhejiang and Shanghai users were very enthusiastic about the homestay, contributing nearly 26% of the search interest, while more people searching for "bathing hot springs" were users of the Pearl River Delta, contributing 27 % Of search volume.

The report shows that users of urban bed and breakfasts are pursuing price-performance ratios, while those who live around the bed and breakfast, users prefer characteristic scenes such as an infinity pool and a small mountain courtyard. For the choice of homestay, Beijing users prefer Anaya and Huainuan Qingdao; users from Jiangsu, Zhejiang and Shanghai head to Hangzhou, Moganshan and Shanghai; users from the Pearl River Delta prefer Guangzhou, Huizhou and Qingyuan.

In addition, PRD users prefer to travel alone. Nearly 20% of users searching for "one-person travel" are also users of the Pearl River Delta, with Zhuhai having the most users.