Approaching the peak period of preparing for the Spring Festival, under the trend of "eight consecutive declines" in meat prices across the country, online platforms and offline channels are fighting for consumption. Jingdong data shows that in pork, beef and mutton, seafood and other categories, Jingdong supermarket generally maintains a 10% and 20% advantage over offline channels.
Jingdong said that relying on its own brand "Xian Jingcai" and the source business system from around the world, and then through the cost control of self-built logistics, it has obvious advantages in cost control. Based on the advantages of Jingdong Supermarket's high-quality and low-cost products, in the past five years, from the beginning of Laba to Chinese New Year's Eve, the order volume of pork, beef, lamb, fish, shrimp, chicken, duck and other categories of Jingdong Supermarket has increased significantly.
In addition, JD.com's big data also shows the favor and preference of consumers in various regions for different meat ingredients. So, what are the new changes in the Chinese New Year's Eve dinner in 2024 on the tables of consumers across the country?
Inland cities favor seafood Coastal cities prefer beef and mutton
According to data from Jingdong Supermarket, shrimp, beef, eggs, chicken, and fish will be the top 5 favorite among consumers in 2023. As consumers pay more attention to health, sales of low-fat chicken and seafood continue to rise. According to the data, the order volume of chicken in Jingdong Supermarket has continued to increase for 5 consecutive years, and in 2023, compared with 2019, sales will increase by 56% year-on-year58%。
Shrimp orders have been declining since peaking in 2020 and have steadily rebounded in the past three years, with a year-on-year increase of 38 in 2023 compared to 202145%。It is worth mentioning that the order volume of sea cucumber has continued to increase for 5 consecutive years, and the year-on-year increase in 2023 will be as high as 147 compared with 201978%。
Due to the difference in meat endowment between the North and the South, consumers in the North clearly show a love for seafood. In the procurement of seafood such as real cod, silver cod, shrimp, sweet shrimp, and pike crab, Beijing ranks among the top 1 in the country in terms of the number of orders, turnover and number of transactions.
For southern cities where there is no shortage of seafood, beef and mutton are preferred. The data shows that in the procurement of mutton, the number of orders, turnover and number of transactions in Guangzhou and Shenzhen rank among the top 1 in the country. In terms of beef procurement, Guangzhou has the highest orders for three consecutive years.
From the beginning of Laba to Chinese New Year's Eve, the ** change trend of rice, noodles, grain, oil and other categories in Jingdong supermarket is relatively stable - Beijing, Shenzhen and Guangzhou have become the top 3 cities for condiment and edible oil, miscellaneous grains, and north-south work consumption for five consecutive years.
The "old iron" of the Northeast who loves barbecue also shows his love for oysters. According to JD.com's data, the number of orders, turnover and number of transactions of oysters in Beijing ranked top 1 in the country, while the number of orders, turnover and number of transactions in Shenyang and Harbin followed closely behind, ranking in the top 2 and top 3 in the country, with an average repurchase rate of 609%。
Maintain at least 10% of the ** advantage Jingdong Supermarket allows consumers to "meat freedom".
According to national *** data, from December 2022 to December 2023, the monthly retail price of beef and mutton has dropped up to eight times in a row, and the monthly retail price of pork has dropped up to seven times in a row. During the peak period of preparing for the New Year, the continued low price of meat also drove the enthusiasm of consumers for purchasing.
Although the price of meat such as vegetable markets and supermarkets is close to the people, online channels with larger packaging, higher quality and lower ** meat and aquatic products are more suitable for family dinners and Chinese New Year's Eve dinner tables, and online procurement of New Year goods is also becoming the mainstream channel for consumers to buy New Year goods.
Jingdong Supermarket still maintains "** concentration" even under the offensive of "eight consecutive drops" in the channel.
Nowadays, the chicken breast in the vegetable market has retreated to the "wall root price" of 7 yuan per catty, but consumers will be surprised to find that the ** of Jingdong Supermarket is 669 yuan catty, up to a certain amount of purchase can also be delivered to your home for free, saving the time of running.
It is worth mentioning that although the general price of white pork belly in offline channels has dropped to 14 yuan per catty and 20 yuan, the black pork pork belly in Jingdong Supermarket has hit ** to 149 yuan catty, so that consumers can use "white pigs" to buy black pork.
For the yellow croaker that northerners like, Jingdong has greatly knocked down the ** - at present, the ** of frozen yellow croaker is about 495 yuan catty, while Jingdong Supermarket's ** is 1632 yuan catty, a decrease of 6703%。
It is not difficult to see that even in this year, when offline channels such as vegetable markets are extremely involuted, Jingdong Supermarket still maintains at least 10% and 20% advantages.
In addition to the "first war" of New Year's goods, it is necessary to compete for comprehensive service capabilities
Of course, as an annual New Year's goods procurement drama, low prices are not the only one. How to let consumers have a better sense of experience and buy better quality products with the same ** are important indicators for consumers to consider procurement channels.
Although most of the current vegetable markets tend to be formalized and have the advantage of buying when you see it, problems such as the weight of frozen products such as chicken and seafood, and the bruising of some broken bones are still common problems.
Compared with the pain points of offline channels, the aquatic products sold online such as Jingdong Supermarket are "removed from the beginning and tail", which greatly improves the satisfaction of consumers' purchases.
Of course, for consumers who love fresh seafood, offline purchase can better ensure the survival rate. For this, Jingdong Supermarket has also launched a worry-free after-sales model for aquatic products - when shrimp and crabs and other seafood are packed and packaged, how much is lost and how much is lost, and all bad is compensated for the bottom line.
It is also understood that Jingdong Supermarket is firmly in the C position in this year's New Year's war. From Laba to Chinese New Year's Eve, Jingdong Supermarket pork, beef, lamb, fish, shrimp, chicken, duck and other categories have hit new highs compared with the previous five years.
Chengdu ** Jinguan News reporter Wu Jitao