As the Year of the Snake approaches, sales of products with serpentine elements have witnessed explosive growth on major e-commerce platforms, which experts said showcases not only the strong resonance of traditional Chinese culture among shoppers, but also the vitality of the country's consumer market.

隨著蛇年的臨近，各大電商平臺上的“蛇元素”產品銷售量激增。專家表示，這不僅體現了中國傳統文化在消費者當中引起了強烈共鳴，也展現了中國消費市場的蓬勃活力。

Snakes are the sixth animal in the 12-year cycle of the Chinese zodiac, and are considered to be symbols of wisdom, longevity and good fortune.

蛇是中國十二生肖12年循環中的第六個生肖，被視為智慧、長壽、好運的象征。

Data from e-commerce platform JD showed that searches for snake-related merchandise via its online marketplace surged more than 100 percent year-on-year in the past week, with serpent-themed commemorative coins, spring couplets and gold ornaments leading the trend.

電商平臺京東的數據顯示，過去一週，其線上市場“蛇元素”商品的搜索量同比增長超過100%，其中以蛇為主題的紀念幣、春聯、黃金飾品位居前列。

The transaction volume of such reptilian-related home accessories topped the list, followed by cultural and educational supplies, clothing, toys, musical instruments and kitchenware, JD said.

京東表示，從“蛇元素”產品銷量看，家居飾品位居榜首，其次是文教文化用品、服飾、玩具樂器、廚具。

According to JD, consumers from Guangdong province, Beijing and Jiangsu province purchased the most products featuring snake-themed elements, such as red envelopes, couplets, lanterns and zodiac decorations. Underwear and socks with images of the slithery creatures have gained popularity among Chinese consumers aged between 26 and 45, it added.

據京東介紹，廣東、北京、江蘇成為購買“蛇元素”商品最多的省份，如紅包、春聯、燈籠、生肖掛飾。此外，印有蛇形圖案的內衣和襪子在26-45歲的中國消費者中頗受歡迎。

Online discount retailer Vipshop said sales of sweatshirts incorporating serpentine themes surged 71 percent between Jan 6 and Jan 12 compared with the previous week, while the turnover of similarly themed children's coats soared 68 percent.

線上折扣零售商唯品會表示，1月6日至12日，“蛇元素”運動衛衣銷量較前一週增長71%，相同主題的兒童外套銷量則增長68%。

Such themed nut gift boxes and bracelets are favored by consumers, with their sales jumping 53 percent and 31 percent, respectively, during the period, said Vipshop.

唯品會稱，“蛇元素”堅果禮盒和手鏈也深受消費者喜愛，同期銷量分别增長53%和31%。

Moreover, international luxury brands, including Burberry, Tiffany and Qeelin, have launched more than 1,000 styles of limited edition commodities with snake elements specially tailored for the Chinese market on Tmall, Alibaba Group's business-to-customer platform, ahead of Spring Festival.

此外，在阿里巴巴集團B2C平臺天貓上，博柏利、蒂芙尼、麒麟珠寶等國際奢侈品牌已推出1000多款為中國市場量身定制的“蛇元素”限量版商品，迎接春節的到來。

Jason Yu, managing director and vice-executive president of CTR Media Convergence Institute, said the purchasing frenzy of zodiac-related products ahead of the upcoming Spring Festival holiday demonstrates Chinese consumers' aspiration for a better life in the new year.

CTR媒體融合研究院總經理、執行副院長虞堅表示，春節前夕迎來生肖相關產品的購買熱潮，體現了中國消費者對新一年美好生活的向往。

Yu said China's Generation Z shoppers—those born between the mid-1990s and early 2010s—are displaying a growing sense of national pride and confidence in Chinese culture, and snake-themed products weaving traditional Chinese cultural elements into their modern design are gaining traction among younger consumers.

虞堅說，中國的Z世代消費者（即1996-2010年出生的人）展現出越來越強的中國文化自信和民族自豪感，將中國傳統文化元素與現代設計融合的“蛇元素”產品正受到年輕消費者的青睞。

Yu expects China's consumer market will gain growth momentum this year, fueled by a series of pro-consumption policies, such as the consumer goods trade-in program. He called for enhanced efforts to improve household incomes and boost people's ability and willingness to spend, so as to further perk up consumption.

虞堅預計，在一系列促消費政策的推動下，如消費品以舊換新政策，今年中國消費市場將獲得增長動力。他建議，加大力度提高家庭收入，增強人們的消費能力和消費意願，以進一步提振消費。

Spring Festival is the holiday that Chinese people attach the most importance to, and major Chinese online retailers have launched promotional events ahead of the weeklong holiday, said Hong Yong, an associate research fellow at the Chinese Academy of International Trade and Economic Cooperation.

商務部國際貿易經濟合作研究院副研究員洪勇表示，春節是中國人最重視的節日，中國各大線上零售商已在為期一週的春節假期到來之前推出了促銷活動。

The cultural connotations that the Chinese zodiac carries have stimulated people's passion for buying ahead of the long holiday, and this shopping surge is crucial for expanding domestic demand and promoting recovery of the consumer market amid downward economic pressure, Hong said.

洪勇說，中國生肖所承載的文化內涵激發了人們長假前的購物熱情，這一購物熱潮對於擴大內需、促進消費市場在經濟下行壓力中復蘇至關重要。

He added that Chinese consumers' pursuit of Year of the Snake-themed products has also injected fresh vitality into the inheritance of traditional culture, adding that brands should capitalize on traditional Chinese culture to launch more innovative products.

他補充說，中國消費者對蛇年主題產品的追求也為傳統文化的傳承注入了新的活力，並指出品牌應利用中國傳統文化推出更多創新產品。

turnover

n.（一定時期內的）營業額，成交量