Recently, we visited several large chain stores in Shanghai, Shenzhen, Changsha and other places to track the terminal sales of basic condiments (soy sauce, vinegar), compound condiments and condiments for meals. The overall conclusions are as follows:
1. Soy sauce: the age of goods in the channel has steadily decreased, and the promotion has narrowed in some areas
The delivery age of soy sauce products of various brands in the survey supermarket decreased steadily, mostly in the range of 2.5-4.5 months. The average age of Haitian goods dropped to 3.2 months, and the three places were relatively average. The average age of other brands such as Chubang, Qianhe and Li Jinji was about 3.7 months, 4.3 months and 3.8 months respectively. By category, 0 is added to the soy sauce category, Qianhe has comparative advantages in terms of terminal laying and cargo age (the average age of Haitian and Qianhe zero added products is about 4 months and 3 months respectively). Especially in Shanghai, East China, the age of Qianhe 0 added products is only about 2 months, which has obvious advantages. In terms of promotion methods, brands in various regions are fully reduced, purchase gifts and membership prices are dominated, and the promotion in some regions is narrowed month on month. On the whole, the promotion efforts of Haitian and Qianhe are relatively greater than those of competitive products.
2. Vinegar: the age of terminal goods is narrowed, and the movable pin is more benign
The age of main brand terminals is about 3 months, and the dynamic sales are relatively benign. The average age of goods in Hengshun, Haitian and Qianhe is about 3 months. Among them, the age of goods in Hengshun in East China and Shanghai is about 1.5 months, and the dynamic sales are better. There is no large-scale promotion in the three places. The distribution area of Hengshun vinegar products is relatively large, and Qianhe’s 0 added vinegar products rank second. In Shenzhen and Changsha, Qianhe sells zero added vinegar at a price of 9.8 yuan / L. Other brands, such as Haitian, take full reduction measures for the whole product (including vinegar) in some regions, or bundle sales for white rice vinegar. Jinshan Temple in Shanghai gives some products a slight discount (the discount is about 10%), and Hengshun and other brands have no obvious promotion activities.
3. Compound seasoning: the channel inventory has been cleared in place, and the stacking display has increased significantly
The hot pot seasoning sales season is coming, and the average age of goods in terminal channels has narrowed significantly month on month. Overall, the average age of Haidilao, haojiaren, Dezhuang and Qiaotou is about 2.6 months, 3.6 months and 2.9 months respectively 3.5 months (in September, the average age of Haidilao and haorenjia in Shanghai was about 6 months, and the age of some products of other brands even exceeded 8 months). In terms of promotion and product laying, the multi tone stack display increased in peak season. Among them, Haidilao and haorenjia had relatively large distribution efforts, and the promotion efforts were slightly greater than competitive products. Other brands were mainly Dezhuang and Qiaotou, and some small brands were in various regions On the shelf.
4. Pickled mustard: the terminal price plate moves up, and the channel goods age decreases
Among the three supermarkets we visited this time, Chongqing Fuling Zhacai Group Co.Ltd(002507) , jixiangju and Yuquan have an average age of about 3 months, 3.5 months and 3.5 months respectively. Take Shanghai as an example, Chongqing Fuling Zhacai Group Co.Ltd(002507) the average age of goods decreased month on month (at the beginning of September, the average age of goods in the survey was about 4.4 months, and this time the average age of goods was about 2.7 months). The overall dynamic sales were better. From the terminal price, the terminal sales prices in Shanghai, Shenzhen and Changsha increased to varying degrees. The previous price of 70-80g main pickled mustard products in Shanghai was about 2.8 yuan, and this survey found that the price increased to 3.3 yuan (an increase of about 18%).
Risk warning: the number of research samples is limited; The selected samples are not completely consistent; Industry competition intensifies.
