Another year is approaching its end, and Taobao has launched the "Top 10 Products of 2023" selection as scheduled. On December 11th, Taobao officially released a preliminary shortlist, with 30 of the most representative products standing out.
According to Taobao roadside news agency, the shortlisted list is based on Taobao search popularity, sales related data within a year, and comprehensive nominations from netizens. In the upcoming public announcement period, after being voted by netizens and reviewed by media experts, the annual top ten product list that best represents the memory of 2023 will be officially announced on December 25th.
During the nomination stage, various sectors of society and netizens enthusiastically discussed and contributed many annual products from their perspectives. The various product lists, such as the Zhuozhou Book Refueling Bag nominated by netizens in Hebei, the Wumeizi Sauce nominated by NetEase Cloud Music for Li Ronghao's single's popularity, and the virtual product "Einstein's Brain" nominated by six walnuts, have stirred up hot events of the year and public memories.
Looking at the times in the shopping cart, the annual products on Taobao reflect a diverse social landscape. They are not only commodities, but also carriers of social emotions this year. They have witnessed the popularity and changes of consumption, recorded the fireworks of Chinese people's serious life this year, and also contain business opportunities for hundreds of millions of small and medium-sized businesses on Taobao.
Pop movies and TV songs have become the biggest sales king
Among the nominees, the most popular one is undoubtedly "The Art of War" led by Gao Qiqiang. A popular drama that became popular at the beginning of the year, demonstrating extremely strong sales power. Many people's sequelae of "Fury" have not yet been resolved, and the search for related products in the drama has continued from the beginning of the year to the end of the year.
In fact, besides popular TV dramas, high box office movies also have a significant impact on shopping decisions. During the hot release of "Wandering Earth II", the same model of "Wandering Earth II" was heavily crowdfunded on Taobao, with the "stupid" robot alone receiving over 100 million yuan in just one week, breaking multiple crowdfunding records in internet history. At the same time, the popular drama "Man Jianghong" has driven the sales of Man Jianghong calligraphy and painting on Taobao. Many stores have seen the bottom of their inventory, and the factory has urgently printed.
The hot release of the domestically produced animated film "Chinese Fantasy Tales" has made the official flagship store of Shangmei Film and Taobao a popular online store, and the first batch of anime peripherals sold out as soon as they were released. Netizens are chasing dramas while urging customer service to list new peripherals on the official Taobao store. Shangmei Film has put up an emergency notice on the Taobao store, saying, "We are working hard to design and produce, the machines are all smoking!"
In terms of sales power, pop music is no less impressive. In February of this year, Li Ronghao's single "Wumeizi Sauce" became a huge hit on the screen. After being on the hot search list on various social media platforms, it also made it to the Taobao hot search, unexpectedly igniting the popularity of the same name product, and related search data surged 200 times year-on-year. Many merchants add fancy copywriting such as "shallow smiles, sweet smiles after eating" to their product details pages.
The concentration of Chinese style clothing has exploded, highlighting the trend of "confident dressing"
This year, there are more trendy clothing products shortlisted than in previous years. Among them, Chinese style styles have exploded. The horse faced skirt, which began to be popular in the Ming and Qing dynasties, once again sparked a trend over 600 years later. Behind the horse faced skirt is a larger "new Chinese style" track. According to Taobao, the daily search volume for "New Chinese Style" on Taobao this year has increased by more than 50% compared to the same period last year in 2022.
The vigorous development of the "New Chinese Style" track on Taobao comes from the young people's sense of identification with traditional culture, which is a manifestation of the improvement of national confidence, and this is also the reason why the national treasure "Nuclear Power Charging Bank" has gained popularity after being listed on Taobao.
Dopamine dressing and Maillard dressing have become the distinctive styles of 2023, with items such as perforated shoes, assault jackets, and military coats sweeping the social circle of young people, spilling over from the Taobao hot list to the social media hot list, sparking widespread discussion.
Clothing is the personalized self-expression of young people. This year, it is evident that fashion is no longer "superior". Young people participate in style creation with a more proactive attitude, and Taobao provides them with a vast space for independent creation.
Putting physical and mental health first on the shopping cart, emotional healing has become a popular search topic
Among the Taobao annual products shortlisted this year, multiple health and wellness drugs have appeared. From ibuprofen at the beginning of the year, to coenzyme Q10, oseltamivir, and recently to azithromycin, it has repeatedly appeared on Taobao's hot search, reflecting the increasing importance people attach to health. In the shopping cart, health is always the top priority.
It is worth mentioning that for the first time this year, virtual products have also appeared on the list, including Einstein's brain, virtual mosquitoes, and the brain that wakes up love. In fact, every graduation season and exam season, the sales of virtual goods with the meaning of praying such as "offer good luck spray", "IQ+1" and "exam compilation" priced at 0.1 yuan on Taobao will see a surge in sales. These products accurately capture the emotions of young people and have inherent dissemination attributes due to their novelty and fun. Industry analysis suggests that the reason why these virtual products are popular is because they provide emotional value to young people, with positive psychological implications in their jokes.
Emotional value has become a big business on Taobao. In fact, most of these shop owners who operate virtual goods are graduates or even college students. They use their professional knowledge and experience to comfort others while also solving their employment problems. A report shows that the broad emotional consumption market in China has reached a scale of at least 100 billion yuan, which will become a new opportunity for young people to dig gold on Taobao.