The Year of the Dragon is approaching, and hoarding New Year's goods and buying New Year's gifts has ushered in a boom. With the end of the 2024 Kuaishou ** New Year Festival promotion, while the sales volume of many industries is in full bloom, the fresh food industry has also achieved remarkable results.
According to the data, during the New Year Festival, the GMV of Kuaishou e-commerce fresh food industry increased by 98% month-on-month (January 13-January 28, 2024 and December 13-December 28, 2023), the first single product to exceed 100 million yuan was born, 3 single products of 50 million were produced for the first time, and a total of 506 single products of one million were emerging.
As a practical New Year's goods, many Kuaishou talents also sold fresh food in their live broadcast rooms. According to the data, the GMV of the fresh food industry's distribution increased by 123% month-on-month.
The rich and diverse categories of New Year's goods have also achieved comprehensive sales. The GMV of casual konjac products increased by 1,000% compared with the previous year's festival (January 13-January 28, 2024, December 24, 2022-January 8, 2023), the GMV of the ice cream category increased by 1,000% compared with the previous year's festival, and the GMV of the chocolate category increased by 164% compared with the previous year's festival.
When buying New Year's goods, people generally choose seafood and meat to "add some ingredients" to the New Year. According to the data, the GMV of seafood gift boxes increased by 121% compared with the previous year's festival, and the GMV of beef categories increased by 166% compared with the previous year's festival.
In addition, the sales of many categories of daily and annual goods have increased significantly. The GMV of the New Year's Festival of Prepared Water and Drink increased by 75% compared with the previous year's Goods Festival, the GMV of the Apple category increased by 176% compared with the previous year's Goods Festival, and the GMV of edible oil and seasoning oil increased by 139% compared with the previous year's Goods Festival.
With good reputation and quality, many fresh food brands are widely praised by consumers. On the brand TOP10 list, three squirrel foods won the first place, followed by Hangzhou Xinhe and Jingdong Supermarket. Adopt a cow official***Yugong Wharf, Mengniu milk dairy products***Huiyuan juice official***Dove official***Ocean Family, Liuwu*** are also on the list.
Previously, Kuaishou e-commerce announced that it would adjust the investment promotion policy of fruit and vegetable categories, listing cherries and fresh durians as open categories, and the deposit of cherries, durians, lychees, jackfruits, and strawberries was adjusted from 5-100,000 yuan to 8,000-50,000 yuan. The most significant change is the relaxation of the distribution qualifications of individual fruit and vegetable households, which reduces the operating costs and thresholds of merchants, and helps more fruit farmers settle in.
In 2024, Kuaishou e-commerce plans to further expand the category of fruits and vegetables and introduce more high-quality products to ensure that users can purchase good goods from the source at a more affordable price on the platform. This series of changes aims to promote the vigorous development of the fruit and vegetable industry on the Kuaishou e-commerce platform and promote the active participation of small and medium-sized merchants.