The Spring Festival is approaching, the taste of the New Year is getting stronger, as a standing item for gathering guests and visiting relatives and friends, nut snacks have become a popular issue for consumers to prepare for the New Year, and snack food companies are also actively preparing for the New Year, trying to make a "good start".
Recently, the reporter of "International Financial News" visited the Shanghai market, whether it is a supermarket or a nut snack store, the nut snack New Year's gift box has been filled, and all kinds of products are sufficient. Pudong to Yifen store, the New Year's nut gift box has orange, red and gold three color specifications of the configuration, it is particularly festive, the sales staff told reporters, these three gift boxes from 108 yuan - 358 yuan, the purchase can be 85% off, if the amount is large, it can be as low as 8% off. Converted, the cheapest one still costs 86 after a 20% discount$4.
Photo by Zuo Yu. In supermarkets such as Hema and Yonghui, the gift boxes of brands such as Qiaqia, Baicaowei, and Three Squirrels are basically maintained at more than 100 yuan, but the popularity of purchasing is not very strong, "New Year's products have been arranged as early as December, but not many people buy them." Yonghui supermarket staff told reporters that it is now time to (purchase), but online shopping is convenient and cost-effective, and many people will choose to buy on the **. In addition, there are some ** businesses with exclusive channels.
It is true that with the change of consumption behavior and habits, more and more consumers are shifting the consumption scene of New Year's goods from offline shopping carts to online live broadcast rooms.
It's hot online. When you get in the car, you will rob me and rob me to 'death'! On January 13, brands such as Three Squirrels, Laiyifen, and Baicaowei put their nut gift boxes on the shelves of Simba's live broadcast room, and the anchor opened the gift box and placed bags of nuts on the table, counting the discounts of the products, showing consumers the sincerity of the brand. In the shouts of the anchor, the product inventory fell rapidly.
The same plot has also been staged in the live broadcast room of traffic anchors such as "Brother Xiao Yang", "Guangdong Couple", and Jia Nailiang.
These brands, which used to compete with each other, also put down their "figures" on the same stage in front of the sales of the New Year's Festival, just to win a good sales. According to data, the single pit single link of the three squirrels in the Simba New Year Festival exceeded 100 million, refreshing the historical record of the food category of the live broadcast industry on the whole network.
However, the reporter compared and found that although these brands are "hot" and crazy "volume", they are basically in the same segment, only through subtle product differences, and it is almost difficult for consumers to judge which one is more favorable.
In Simba's live broadcast room, the three squirrels customized Confucius Temple gift box is priced at 1799 yuan, total weight 196kg, all of which are pure nut products such as pecans, hazelnuts, pistachios, almonds, cashew nuts, macadamia nuts, paper walnuts, etc., a total of 18 bags, converted to about 9 per bag99 yuan; Laiyifen 188 yuan gift box to hand 19 bags of pure nuts, a total of 1899kg, converted to 9 per bag89 yuan; The price of the Baicaowei Supreme gift box is 178 yuan, with a total of 19 bags of pure nuts, which is converted into 9 per bag37 yuan. In addition, in the official live broadcast room of BESTORE, a 1The 72kg pure nut gift box is priced at 159 yuan, containing 16 bags of nuts, equivalent to 9 per bag94 yuan, which is not much different from the former.
Therefore, many consumers have questioned on social platforms whether the nut gift boxes they bought are really cost-effective. Take three squirrels as an example, its 120g bag of paper walnuts is reduced to 56 yuan, and 120g of paper walnuts in the above gift box, the average price is 999 yuan, the price difference is obvious; **Slightly higher three squirrels charcoal-roasted cashew nuts 185g*2 bags at a discount price of 29 in Tmall supermarket9 yuan, and the charcoal-fired cashew nuts in the gift box are 120g, 9 per bag99 yuan, after converting grams, ** is basically the same. This is also the case for other products, where the price of most nut products is the same or lower than the average price per bag in the gift box.
Different from the above-mentioned pure nut gift boxes, **On the platform, the high-selling ones are more cost-effective nut roasted gift boxes, which are mostly in the form of a small number of nuts plus melon seeds, peanuts and other fried goods, and they are also relatively cheap.
*The platform searches for New Year's nut gift boxes, and the highest sales volume is BESTORE 1225kg of roasted nuts gift box, the subsidized price is 41 yuan, and 60,000+ people have received it; This is followed by 1528kg of roasted nuts gift box, the price after the coupon is 59 yuan, and 50,000+ people have received the goods; The third place is the 2265g nut gift box of three squirrels, the price after the coupon is 138 yuan, and 40,000+ people have received it.
Some consumers told reporters that earlier were parents in the supermarket to purchase New Year's goods, mostly traditional milk, biscuits, snacks, instant noodles and other products, with the current nut snacks have been "beaten" down, the brand can get their hands on it, they will place orders in advance.
The flavor of the year is "full".
Generally speaking, the 45 days before the Spring Festival are the traditional peak season for snack food, and the sales performance of the New Year Festival accounts for a large proportion of the annual sales. According to the research report data, in the high-end leisure snack market on the Tmall platform in 2022, sales from January to February accounted for nearly a quarter of the annual sales, and compared with the previous year, the proportion has increased significantly.
In order to cope with the peak season and meet the needs of gift-giving scenes, snack food companies such as Weilong, Miss You, Ganyuan Food, Yanjin Shop, Jinzai Food, and Qiaqia Food are also actively preparing for the New Year's Festival and launching corresponding gift boxes.
For example, Weilong has launched three New Year's gift boxes, including the Meng Dragon Gift Series, the Blessing Gift Box Series and the Dragon Gift Box, priced at 56 yuan, 69 yuan, and 82 yuan respectively, including spicy strips, konjac shuang, wind eating kelp, domineering panda, little witch konjac vegetarian hairy belly and new crispy fire and other products; In addition to the traditional jujube gift box, I want you to launch a snack gift box and DIY gift box including red pie, freeze-dried fruits, etc.; Shiotsu Shop launches Daily Nuts (998 yuan), pure nut gift box (299 yuan), snack gift box (598 yuan), spicy marinade gift box (698 yuan) and so on.
Founder** research report believes that with the increase in demand for New Year's gifts, and at the same time, in the context of consumers paying more attention to cost performance, products with high brand awareness and high cost performance will be more popular.
Nowadays, most of the sales time of the New Year's Festival has passed, and some companies have already released good news to announce the phased results of the New Year's Festival.
Some time ago, BESTORE, which launched two rounds of price reductions one after another, launched more than 50 New Year's gift boxes including nuts and snacks for the Spring Festival of the Year of the Dragon, including New Year's gift boxes co-branded with Wutaishan and Tencent.
According to the data on January 16, the sales of BESTORE New Year's gift boxes increased by 150% year-on-year in all channels. During the Douyin Super Brand Day event, BESTORE had a total GMV of nearly 60 million yuan, and it became the top 1 brand in the Douyin industry for three consecutive days. At the same time, its first-class channel New Year's standard gift box was sold out in advance on January 15, and sales increased by 115% year-on-year.
Three Squirrels also announced that as of January 15, two-thirds of the sales time process of the 2024 New Year's Festival has been reached, and the company's omni-channel sales have exceeded the total amount of the whole cycle of last year's New Year's Festival.
Tianfeng** pointed out that online, the three squirrels invited the head star anchors to the special session with the help of the talent special mode, which drove the company to quickly increase the volume in the Doukuai channel. From January 6th to 11th, three squirrels Douyin Super Product Day completed sales of 200 million yuan. At the same time, its sales in ** and JD.com far exceed the sum of the 2-3 places in the same category; As of January 10, the distribution of a full range of standard gift boxes and gift pack products were sold out.
Zhu Danpeng, an analyst of China's food industry, expects that this year's New Year's sales will have a good **, the current market tends to coexist with cost-effective and quality-price ratios, and the consumption dividends received by big brands are worth looking forward to."
However, it remains to be seen how much of the performance transformation that these active preparations and sales can bring to the company, as well as the weakening of profits accompanied by the cost-effective route.