2023 is a year of explosion of mass sales of snacks, and mass sales of snacks have also become the brightest dark horse in the new consumption track. Entering 2024, upstream and downstream industry chain enterprises have also entered the game.
Recently, Cainiao and Orange Blossom, a cutting-edge chain brand in the leisure snack track, have reached a strategic cooperation, and the two sides will take the lead in cooperating around TOB warehouse distribution. Cainiao will provide warehousing and distribution services for orange blossoms in Zhejiang, and use digital first-chain technology to further reduce logistics costs and improve efficiency. After that, the cooperation between the two sides will be expanded to trunk transportation, e-commerce warehousing and logistics, online and offline inventory and other aspects.
Speed up the layout of the chain chain of leisure snacks
At present, Orange Blossom has 37 e-commerce platform stores and nearly 500 physical stores, involving four formats: leisure snacks, life supermarkets, convenience stores, and special canal stores. As of December 2023, there are nearly 400 physical stores of the snack chain in Orange Blossom, covering Zhejiang, Jiangxi, Anhui, Fujian, Xinjiang and other places.
With the cooperation reached, the layout of rookies in the field of leisure snack ** chain has also surfaced. In the past six months, Cainiao** Chain has opened 7 snack warehouses in South China, East China and Central China to support the TOB warehouse distribution business of casual snacks. Entering 2024, the frequency of rookie opening positions has increased, and 2 snack warehouses have been opened in South China in January alone, and there is also a timetable for opening warehouses in Chengdu, Xi'an, Wuhan and other places. Well-known brands in the snack industry such as Wanchen Group and Zhonghefeng have been on the rookie cooperation list.
In the past year or two, casual snack chain stores have been menacing, especially in the commercial streets of counties and towns, and mass snack stores have sprung up. As an emerging retail format, snack wholesale is becoming a new "play" that cannot be ignored in the consumer market. These stores are mainly franchised, and snacks are generally 20% to 30% cheaper than supermarkets and convenience stores.
Coke 23 yuan a bottle, mineral water 12 yuan a bottle, crisp noodles 09 yuan a pack of ......The reason why mass snack stores have been recognized by many consumers is closely related to the high cost performance reflected in the goods. According to the data, the total number of domestic snack discount stores at the end of 2021 was about 2,500, and by the end of 2023, it reached 2About 50,000 units. At present, the industry's leading brand snacks are very busy, I want to come, and the number of stores of Zhao Yiming's snacks is more than 2,000.
Yang Daqing, deputy director of the Research Office of the China Federation of Logistics and Purchasing, believes that while the casual snack chain brand is rapidly expanding its stores, it also exposes the problem of insufficient and imperfect construction of the first chain and warehouse distribution logistics.
It is reported that the rookie TOB warehouse distribution network has maintained an industry-leading position in terms of warehousing, vehicle capacity, and driver team construction. According to the needs of customers, Cainiao can provide next-day delivery and next-day delivery logistics services, while optimizing costs.
Traditional snack companies accelerate cooperation
In order to cope with the exhaustion of online traffic dividends and the grabbing of the market for low-priced snacks, traditional snacks have also shown their own coping methods, and many listed snack companies are increasing cooperation with mass snack channels.
At the end of November last year, BESTORE decided to implement the largest price reduction in 17 years, with a maximum reduction of 45%, and announced another price reduction a month later, with a reduction of up to 30% to 47%.
On January 4, the company said in the strategy meeting that the company has cooperated with the head snack wholesale stores, and the current sales situation is good, and the company will increase the layout of snack mass sales channels, develop new products, and continuously improve the penetration rate in snack mass sales channels.
On January 30, the person in charge of the distribution channel of the three squirrels confirmed that at present, the three squirrels have a total of 4 nut products (macadamia nuts, pecans, pistachios, almonds) stationed in all stores of the snack wholesale brand "Snack is busy" and "Zhao Yiming" across the country, which is expected to cover seven or eight thousand, and will gradually expand the category and expand the scope to other snack stores in the later stage.
Huafu ** believes that mass snack brands can directly cooperate with manufacturers by going to distributors, taking a high-efficiency low-price and low-cost route, and "making profits" to consumers by compressing channel profits. This model is one of the manifestations of the survival of the fittest on the channel side.
CITIC** pointed out that looking forward to the whole year of 2024, with the support of channel dividends and category dividends, the performance of leading snack companies is expected to maintain a high prosperity. On the channel side, on January 17, the snack group announced that it plans to invest 1 billion yuan in the development of the national market, focusing on the northern region, and it is expected that in 2024, the number of stores in the mass snack industry is expected to maintain a growth of 50% to double under the promotion of regional development. According to the announcements of various companies, in 2024, leading snack companies will continue to promote the layout of mass sales snacks and Douyin channels, and it is expected that these companies will also enjoy quail eggs, konjac, konjac jelly, flavor nuts and other category dividends.