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The post-90s generation bought half of mahjong, Guangdong overtook Sichuan to become the largest province

Before the Spring Festival, sales of New Year entertainment products are increasing rapidly. According to the “New Year Goods Consumption Observation”, with the beginning of the JD New Year Goods Festival, the number of searches for “Mahjong” has exceeded 2 million times. Since January, JD.com’s mahjong tile sales have increased nearly three times year-on-year, and mahjong machine sales have increased nearly seven times year-on-year. Among them, more than 53% of mahjong tiles and mahjong machines were purchased by people born in the 1990s. From a geographical perspective, more than 13% of mahjong products entered Guangdong Province for year-end preparations. Guangdong’s mahjong reserves exceed 30% of Sichuan’s, ranking first in China.

According to Xinhua Finance, mahjong culture has become a fashion factor during the 2024 Spring Festival. In addition to mahjong tiles and mahjong machines, during this year’s JD.com New Year Festival, the number of apparel products containing mahjong elements increased by more than 130% year-on-year. Mahjong elements such as “self-touch” have been applied to clothing, pillows, handbags, accessories, etc., becoming a popular fashionable New Year product in this year’s JD New Year Goods Festival.

Sales of household goods containing mahjong elements increased nearly five times year-on-year, and sales of clothing and jewelry products containing mahjong elements increased more than 100% year-on-year. Among them, the search fortune of red slippers containing elements increased by 127% month-on-month, and the sales of Saturday Fortune golden mahjong transfer beads increased by more than 6 times year-on-year.

An interview on Spring Festival trends by JD Consumer and Industrial Development Research Institute revealed that during this year’s Spring Festival, the popularity of mahjong has increased among the New Year entertainment games employed by young people, which is the main reason for JD’s New Year. Shows data on sales of goods. Festival. JD.com’s New Year Festival sales data shows that more than 53% of mahjong tiles and mahjong machines were purchased by people born in the 1990s. The report believes that after experiencing many new entertainment and leisure methods such as KTV, board games, script killing, and escape rooms, young people who do not know what to play look back and find that their In memories it is more of a traditional table game. Suitable for Spring Festival atmosphere..

Sales of mahjong machines and mahjong tiles in different regions reflect, to some extent, the position of different provinces in China’s mahjong world. Judging from the current list, Sichuan, which is ridiculed that “as soon as the plane passes over Qinling Mountain, the sound of mahjong on the feet can be heard”, has temporarily overtaken Guangdong. Mahjong sales in Jiangsu province lag behind Guangdong and Sichuan, and mahjong enthusiasts in Hebei and Shandong provinces are also actively stocking up. Most of the people buying Mahjong are consumers from Tier 3 to Tier 5 cities.

Young people’s entertainment and leisure methods are becoming more and more diverse. However, on the eve of the Spring Festival, traditional mahjong was led by many young people born in the 90s and 00s to take the lead in creating a high-profile. Returned and became a popular New Year product. Many netizens believe that this data shows that mahjong and other products have become one of young people’s favorite entertainment methods. “It’s the most hassle-free way to socialize that they can find.” However, in the minds of many netizens, Sichuan is still the favorite place to play mahjong: “If I’m not playing mahjong, I’m on the way to playing mahjong.”

China

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