With the advent of the Spring Festival, the purchase of hot new year goods is gradually coming to an end.
“I’ve bought a batch online these days, and the fridge is full of fish and shrimp. Some fresh fruits and vegetables in the back can be bought by opening an app on New Year’s Eve, so don’t worry.” Ms. Luo, who works in Beijing, chose “local Chinese New Year” for the Spring Festival of the year of the tiger.
Although she spends the Spring Festival alone, Ms. Luo doesn’t intend to make do. Ms. Luo told time finance that she had finalized all the new year’s products on the e-commerce platform in a small half day after work, including Spring Festival couplets and window flowers for decoration, snacks and clothes for younger generations, prefabricated dishes cooked by herself on New Year’s Eve, accessories and mobile phones for her mother
It’s not uncommon for people like Ms. Luo to get new year’s goods online. According to the big data monitored by the Ministry of Commerce on key e-commerce platforms, up to now, health, intelligence, green, ice and snow have become the key words of online best-selling new year goods.
Quality new year goods have become a hot spot in the procurement of the Spring Festival in the year of the tiger. According to the big data of the Ministry of Commerce, the sales of gift box food and nutritional supplements increased significantly. The chocolate gift box and Nanfang Black Sesame Group Co.Ltd(000716) pill increased by 67.4% and 105.9% respectively year-on-year. Semi finished dishes were popular, and the sales of prefabricated dishes increased by 45.9% year-on-year. In addition, consumer upgrading products were welcomed: intelligent cleaning appliances were favored, and the sales of mite remover and floor washer increased by 40.1% and 32.9% respectively year-on-year; The consumption quality of household appliances was upgraded, and the intelligent projector and intelligent massage instrument increased by 89.5% and 34.8% respectively year-on-year. At the same time, personalized consumption stimulated market vitality, and online consumption of cultural and creative goods and Guochao goods became popular. The sales of Museum Cultural and creative goods, Guochao goods, ethnic musical instruments and Hanfu increased by 83.3%, 72.4%, 44.6% and 32.9% respectively year-on-year.
Pinduoduo also told time finance that as consumers have higher and higher requirements for the quality of holidays, the transaction customer unit price of annual goods consumption has increased significantly. At the same time, the proportion of orders from other places on the platform has also increased significantly. Among the orders sent to third and fourth tier cities and towns, the proportion of high customer unit price commodities has further increased compared with the same period last year, many of which are annual gifts, which are significantly similar to the first and second tier consumption.
Behind the changes of procurement hotspots in the Spring Festival is the endogenous power transition of changes at both ends of supply and demand. In recent years, similar to Ms. Luo, through the way of mobile phone “group” new year goods, it has gradually become the standard configuration of young groups. With the change of people’s material and spiritual needs, great changes have taken place in the choice of new year goods. According to the sales data of new year goods released by several e-commerce platforms, emerging people after 95 pay more and more attention to the traditional sense of Spring Festival ceremony, and the diversification of new year goods consumption is also increased with their participation. At the same time, the young people who gradually grasp the right to purchase new year goods show different consumption preferences and shopping forms from the previous generation of consumers, and the consumption of new year goods tends to be healthy, quality and personalized.
post-90s take over new year goods “buying power”
Although the plan of returning home may be put on hold for the time being, the warm atmosphere of the new year will not diminish.
Meituan told time finance that compared with the eve of the Spring Festival last year, this year’s line has a stronger flavor. Meituan takeout data show that the number of catering businesses providing new year’s Eve meal packages online in early January increased by more than 118% compared with the same period last year. Only in the first half of January 2022, orders for takeout dishes containing the words “New Year’s Eve” and “new year” increased by nearly 15 times month on month.
Taking Beijing as an example, according to the relevant person in charge of meituan, on the eve of the Spring Festival, gift boxes, Lunar New Year flowers and all kinds of fruits have become the most popular commodities in Beijing, “In addition, under the influence of the local spring festival related advocacy, many young children stay in working cities and cannot return home. On the eve of the Spring Festival, the national single month orders of” filial piety orders “placed in their hometown through meituan preference have exceeded 3.5 million, of which the number of orders of Beijing filial piety orders has exceeded 860000, with a month on month increase of 12%, which is also the fastest growing city in the first tier cities.”
Young people also have their own “rules” in choosing new year goods for themselves. According to a report released by hungry Yao, nearly four adults place orders for takeout from post-95; Ali’s mother’s data also shows that during the Spring Festival, consumers of new year goods after 90 and 95 grew rapidly. According to the above-mentioned hungry report, more than half of consumers spend about two weeks before the new year. In the planning of annual goods budget, about 40% of consumers set the budget at about 2000 yuan to 5000 yuan, of which 70% of young people plan to get the annual goods within 5000 yuan. HEMA survey results also show that the proportion of young people preparing new year’s Eve dinner in Shanghai is the highest, 52%. As the “most important” meal of the year, young people aged 30-35 take the lead in the new year’s Eve meal, reflecting that these young people are gradually becoming the backbone of the family and gradually taking over the decision-making power of all kinds of affairs from their parents.
It is worth mentioning that, according to Baidu hot search big data during the Spring Festival of the year of the tiger, the overall search attention of Chinese brands is much higher than that of foreign brands this Spring Festival, becoming the absolute main force of this year’s annual consumption, especially the local characteristics Shenzhen Agricultural Products Group Co.Ltd(000061) are particularly popular. “With the maturity of Chinese manufacturing and supply chain, the independent R & D and industrial design capabilities of domestic brands have made great progress. We also hope to promote domestic brands to seize the opportunities of continuous penetration of the platform into first and second tier cities and annual product upgrading, so as to help the rise of local brands.” The relevant person in charge of pinduoduo “Duoduo new national tide” told time finance.
Suning.Com Co.Ltd(002024) also told time finance that during the goods festival in 2022, platform cleaning products increased by 31% month on month and 180% year-on-year. As the new year approaches, the growth is booming, and more and more people choose door-to-door cleaning services. In terms of specific categories, the sales volume of range hood cleaning, washing machine cleaning and clothes and shoes washing ranked among the top three. Among the people who choose cleaning services, women account for 58.12% and men account for 40.90%. Young people prefer such services. From 1990 to 1995, they became the main force in the purchase and sale of Spring Festival cleaning products. Nearly half of the user groups aged 25 to 34, and the proportion of users in Shanghai, Guangzhou, Jiangsu and Zhejiang is higher.
“prefabricated vegetable concept stocks” soared
When young consumers with higher acceptance of the new consumption trend become the “master” at home, the prefabricated dishes for new year’s Eve dinner have also become a new hot spot in the market.
Recently, time finance found in the public comment search that up to now, many catering businesses in Beijing have launched meal delivery forms such as finished products of new year’s Eve dinner, semi-finished packages and so on. Taking tongchunyuan, which focuses on Huaiyang cuisine, as an example, its Xinjiekou store launched a number of dishes such as “semi-finished meal for 4-6 people’s new year’s Eve” and “after customers buy the semi-finished meal, they can eat it by simple processing and cooking. For example, fish can be oiled, and then the prepared sauce and seasoning can be poured on.” A staff member of tongchunyuan Xinjiekou store told time finance.
At the same time, with “semi-finished dishes” as the keyword, time finance has retrieved a number of shops supplying prefabricated dishes on Taobao, jd.com, pinduoduo and other platforms, including well-known catering enterprises, such as jindingxuan, Guangzhou Restaurant Group Company Limited(603043) , Hangzhou zhiweiguan, Pizza Hut and so on.
The data from meituan also confirmed the rapid development of relevant markets: in 2021, the sales scale of platform prefabricated vegetables increased by four times compared with that in 2020. Since entering the cycle of the year of the tiger Festival, the growth rate of relevant orders has continued to maintain a high-speed growth. Among them, Coconut Chicken, pepper pork tripe chicken and pickled vegetable fish have become hot commodities before the Spring Festival. Similarly, the survey data of new year’s Eve dinner released by HEMA this year also shows that 82% of the respondents aged 30-35 have a certain understanding of the “New Year meal package”, of which 65% are willing to try to buy prefabricated new year dishes. The proportion of respondents willing to try to buy prefabricated new year dishes in Guangzhou and Shenzhen was the highest, 58%, followed by Beijing, 57%.
The popularity of the consumer market is also reflected from many levels. From the perspective of industry development, Sealand Securities Co.Ltd(000750) said in a research report that prefabricated dishes are one of the fastest growing sub industries in the food processing industry in recent five years. In addition, according to the development report of China’s Prefabricated vegetable industry from 2021 to 2022 released by ncbd, the scale of China’s Prefabricated vegetable market will exceed 300 billion yuan in 2021 and is expected to exceed 830 billion yuan by 2025.
From food material enterprises, catering enterprises to platform enterprises, prefabricated dishes have become the field of competitive layout of many companies. On January 26th, in response to the investor’s question that “in the past two years, China’s Prefabricated dishes have a market scale of 500 billion, Tongwei fish brand in the field of food, and whether there are products in prefabricated dishes”, the well-known agricultural science and technology listed company Tongwei Co.Ltd(600438) said that the company’s food business in the agricultural and animal husbandry sector has aquatic brands such as “Tongwei fish”, At present, the prefabricated dishes of aquatic products have been sold through catering major customer customization, dealers and C-end (such as supermarkets and e-commerce). In the future, the development and listing of aquatic prefabricated dishes will be further promoted.
From the trend of capital market, since January 2022, the stock prices of individual stocks related to prefabricated vegetables have soared one after another. Taking the “prefabricated vegetable concept stock” Shandong Delisi Food Co.Ltd(002330) as an example, it won seven daily limit sectors from January 12 to January 20, and the aquatic product leader Zhanjiang Guolian Aquatic Products Co.Ltd(300094) also increased by 41.65% in the past month.
It is worth mentioning that on the evening of January 27, Shandong Delisi Food Co.Ltd(002330) released a performance forecast for 2021, which shows that the company is expected to realize a net profit deduction of 31.5 million yuan to 36.5 million yuan, a year-on-year increase of 342.03% – 412.19%. For the main reason for the increase in net profit in 2021, Shandong Delisi Food Co.Ltd(002330) also said that it was caused by “the company continues to make efforts to deeply process high value-added prefabricated vegetable series products”.
However, Sinolink Securities Co.Ltd(600109) said in a research report that China’s Prefabricated vegetable industry has low barriers to entry, but it is difficult to expand. At present, there are many players and scattered patterns in the industry. According to the report of China chain catering industry in 2021 issued by China chain operation association, after 2000, deep-processing semi-finished vegetable enterprises began to emerge, but due to immature conditions, the overall development of the industry was relatively slow. Until 2014, with the improvement of catering chain + the rise of takeout + the development of cold chain logistics, the prefabricated vegetable industry began to enter a large-scale period at end B. In 2020, under the influence of the epidemic, the C-end prefabricated food under the housing economy + fast life also began to gradually usher in the consumption acceleration period. At present, prefabricated dishes are still dominated by b-end, accounting for more than 80%.
