Douyin Group Buying Sees 103% Surge in Braised Pork Orders as “Liqiu” Drives “Sticking to Autumn Fat” Trend

As the “Beginning of Autumn” (立秋) arrives on August 7th, tradition dictates it’s time to indulge in some hearty “autumn fattening” (贴秋膘) feasts, and this year is no exception.

Data from Douyin Life Services reveals a surge in food and beverage group-buying orders related to “autumn fattening,” “gnawing on autumn” (啃秋), and “biting autumn” (咬秋) customs between August 1st and 6th. Savvy consumers are pre-ordering vouchers to treat themselves to a substantial meal on the auspicious day. Specifically, Douyin’s group-buying orders for braised pork belly skyrocketed by 103% year-over-year, while pork knuckle orders jumped 48%, and lamb dishes saw a 32% increase.

(Merchants on Douyin offer “Beginning of Autumn” themed group-buying deals for winter melon dishes.)

Beyond the meaty staples, regions like Jiangnan and North China maintain the tradition of “gnawing on autumn” or “biting autumn” with watermelons. From August 1st to 6th, Douyin witnessed a 41% increase in watermelon group-buying orders. Winter melon, another key ingredient in these customs, saw an even more impressive 83% surge in group-buying orders within the same week. Numerous restaurants are capitalizing on the trend by offering related group-buying packages on Douyin, including specialties like Zi Guang Yuan’s casserole winter melon and Chen Ji Shun He’s beef bone winter melon soup. This reflects how merchants on Douyin are leveraging culturally relevant moments to drive sales and engage with customers’ seasonal interests.

The data underscores the strong connection between “Beginning of Autumn” cultural traditions and food consumption on Douyin. Hashtags such as #TodayIsBeginningOfAutumn and #MyBeginningOfAutumnRitual have trended on the platform, with users sharing short videos capturing their gastronomic celebrations. A spokesperson for Douyin Life Services commented that the platform will continue to collaborate with quality merchants to provide consumers with an even more diverse range of product offerings during each seasonal milestone, catering to a wide spectrum of demands and driving seasonal spending. This strategic approach allows Douyin to tap into cultural nuances, turning traditional customs into vibrant e-commerce opportunities.