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.

随着蛇年的临近，各大电商平台上的“蛇元素”产品销售量激增。专家表示，这不仅体现了中国传统文化在消费者当中引起了强烈共鸣，也展现了中国消费市场的蓬勃活力。

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.

蛇是中国十二生肖12年循环中的第六个生肖，被视为智慧、长寿、好运的象征。

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.

电商平台京东的数据显示，过去一周，其线上市场“蛇元素”商品的搜索量同比增长超过100%，其中以蛇为主题的纪念币、春联、黄金饰品位居前列。

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.

京东表示，从“蛇元素”产品销量看，家居饰品位居榜首，其次是文教文化用品、服饰、玩具乐器、厨具。

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.

据京东介绍，广东、北京、江苏成为购买“蛇元素”商品最多的省份，如红包、春联、灯笼、生肖挂饰。此外，印有蛇形图案的内衣和袜子在26-45岁的中国消费者中颇受欢迎。

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.

线上折扣零售商唯品会表示，1月6日至12日，“蛇元素”运动卫衣销量较前一周增长71%，相同主题的儿童外套销量则增长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.

唯品会称，“蛇元素”坚果礼盒和手链也深受消费者喜爱，同期销量分别增长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，在阿里巴巴集团B2C平台天猫上，博柏利、蒂芙尼、麒麟珠宝等国际奢侈品牌已推出1000多款为中国市场量身定制的“蛇元素”限量版商品，迎接春节的到来。

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媒体融合研究院总经理、执行副院长虞坚表示，春节前夕迎来生肖相关产品的购买热潮，体现了中国消费者对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.

虞坚说，中国的Z世代消费者（即1996-2010年出生的人）展现出越来越强的中国文化自信和民族自豪感，将中国传统文化元素与现代设计融合的“蛇元素”产品正受到年轻消费者的青睐。

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.

虞坚预计，在一系列促消费政策的推动下，如消费品以旧换新政策，今年中国消费市场将获得增长动力。他建议，加大力度提高家庭收入，增强人们的消费能力和消费意愿，以进一步提振消费。

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.

商务部国际贸易经济合作研究院副研究员洪勇表示，春节是中国人最重视的节日，中国各大线上零售商已在为期一周的春节假期到来之前推出了促销活动。

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.

洪勇说，中国生肖所承载的文化内涵激发了人们长假前的购物热情，这一购物热潮对于扩大内需、促进消费市场在经济下行压力中复苏至关重要。

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.

他补充说，中国消费者对蛇年主题产品的追求也为传统文化的传承注入了新的活力，并指出品牌应利用中国传统文化推出更多创新产品。

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n.（一定时期内的）营业额，成交量