Event: in December, the online business data of Ali online were disclosed. We focused on the analysis of the sales of Baijiu, dairy products, condiments, health foods, snack foods and milk powder. Ali channel data show that the volume reduction and price increase trend remains unchanged throughout 2021, but the volume reduction is greater than the price increase, and the sales of most sectors have declined. In December alone, online demand in major sectors remained weak. However, it needs to be pointed out that Ali data represents only part of the category online sales, Baijiu and other offline sales of the main sector is poor, and other online platform shunting will also affect the accuracy, so Ali online data for reference only.
Baijiu: online sales decline, structure continues to upgrade, high-end wine prices are strong. In 2021, the Baijiu industry’s online sales volume was 9 billion 304 million yuan, down 23.15%, and sales volume was 20 million, with a decrease of 31.42%, the average price was 471.18 yuan / piece, with the increase of 12.06%. In December alone, the online sales volume of alcohol was 2.287 billion yuan, a decrease of 21.29%, the sales volume was 9.3396 million pieces, a decrease of 17.56%, and the average price was 244.86 yuan / piece, a decrease of 4.53%.
In December, the Baijiu industry sales volume was 922 million yuan, down 48.95%, and sales volume was 2 million 372 thousand and 400, with a decrease of 28.71%, the average price was 388.50 yuan, with a decrease of 28.40%. In December, the liquor and Baijiu sector declined year by year. In terms of sales ranking, in December Wuliangye Yibin Co.Ltd(000858) , Maotai and Fenjiu occupied the top three. In terms of brands, the sales of all brands decreased to varying degrees in December. Maotai / Wuliangye Yibin Co.Ltd(000858) / Luzhou Laojiao Co.Ltd(000568) / Yanghe / Fen Liquor decreased by 66.38% / 30.71% / 59.44% / 25.39% / 14.47%.
Dairy products: the annual volume decreased and the price increased, which decreased significantly in December, and the white milk was relatively prosperous. In 2021, the annual online sales of dairy industry was 15.789 billion yuan, an increase of 0.58%, the sales volume was 262 million pieces, a decrease of 4.88%, and the average price was 60.36 yuan, an increase of 5.74%. In December alone, the online sales volume of the dairy industry was 1.146 billion yuan, down 11.52%, the sales volume was 19 million pieces, down 11.73%, and the average price was 59.95 yuan, up 0.25%.
In terms of molecular categories, the sales volume of white milk was 701 million yuan, with a decrease of 5.47% and an average price of 74.00 yuan, with an increase of 3.04%; The sales volume of yogurt was 173 million yuan, down 33.84% and the average price was 62.57 yuan, up 2.70%.
The proportion of white milk sales increased by 3.91 PCTs to 61.55%; The proportion of yogurt sales decreased by 5.09pcts to 15.10%.
Milk powder: the industry’s online sales declined, the downward decline in December expanded, and Feihe increased against the trend. In 2021, the annual online sales volume of the milk powder industry was 12.969 billion yuan, a decrease of 10.24%, the sales volume was 42 million pieces, a decrease of 12.34%, and the average price was 310.99 yuan / piece, an increase of 2.40%. In December, the sales volume of Ali channel infant milk powder industry was 1.076 billion yuan, a decrease of 23.50%, the sales volume was 3.7851 million pieces, a decrease of 16.93%, and the average price was 284.36 yuan / piece, a decrease of 7.91%. Aitami, Feihe and meisujiaer ranked among the top three in December, accounting for 20.46%, 13.17% and 7.05% respectively. From the perspective of major milk powder brands, the sales volume of aitamei was 220 million yuan, down 28.55% at the same time, the average price was 363.18 yuan / piece, up 7.55% at the same time, and the sales volume was 606500 pieces, down 33.57% at the same time; The sales volume of Feihe was 142 million yuan, an increase of 1.11%, the average price was 306.12 yuan / piece, an increase of 13.33%, and the sales volume was 463100 pieces, a decrease of 10.78%.
Condiment: the average price of the whole year was flat, the sales volume decreased, and the sales volume increased year-on-year in December. In the 21st year, the sales volume of condiment industry was 10.778 billion yuan, down 12.52% and 448 million pieces, down 13.63% respectively; The average price is 24.08 yuan / piece, with an increase of 0.01%. In December, the sales volume of Alibaba channel daily condiment sub industry was 193 million yuan, an increase of 1.61% at the same time. In terms of brands, Haitian, Qianhe and Taile ranked among the top three in terms of sales, accounting for 18.78%, 11.42% and 5.21% respectively. From the perspective of major seasoning brands, Haitian’s sales volume was 36.1932 million yuan, down 10.59% at the same time; Qianhe sold 22.018 million yuan, down 14.11% at the same time; The sales volume of Li Jinji was 9.5711 million yuan, down 14.83% at the same time; The sales volume of Chubang was 6.1155 million yuan, down 1.05% at the same time; The sales volume of Xinhe was 3.5395 million yuan, a decrease of 24.14%.
Health food: the whole year was flat and relatively flat, and the decline expanded in December alone. In 2021, the sales volume of Alibaba channel health products was 33.287 billion yuan, a decrease of 0.33%, the sales volume was 207 million pieces, a decrease of 3.75%, and the average sales price was 160.95 yuan, an increase of 3.56%. In December, the sales volume of Ali channel health care products was 2.742 billion yuan, down 19.21%, the average sales price was 155.14 yuan, down 10.34%, and the sales volume was 18 million pieces, down 9.89%. The volume and price of health food decreased, and the demand slowed down. The sales in December was 1.386 billion yuan, down 19.36% at the same time. By channel, tmall’s channel sales reached 986 million yuan, down 26.81% at the same time; Taobao channel achieved sales of 400 million yuan, an increase of 7.68% at the same time; Tmall’s channel sales accounted for 71.16%, and the proportion of brand stores decreased by 16.1pcts month on month.
Snack food: the volume and price continue to decline, and the pattern tends to be scattered. In 2021, the online sales volume of leisure food industry was 64.037 billion yuan, down 19.12% and 2.311 billion pieces, down 16.47% respectively; The average price was 27.71 yuan / piece, down 0.03% at the same time. In December, Alibaba’s online sales of leisure food were 5.690 billion yuan, down 22.81% at the same time; The sales volume was 220 million pieces, down 10.46% at the same time; The average price was 25.81 yuan, down 13.79%, mainly related to online channel diversion. In terms of molecular industries, the sales volume of nuts in December was 1.082 billion yuan, down 23.84% at the same time, ranking the first in the industry. The sales volume was 28 million pieces, down 11.60% at the same time, and the average price was 39.06 yuan / piece, down 13.85% at the same time; The sales volume of pastry was 996 million yuan, down 31.10% at the same time, ranking the second in the industry; The sales of biscuits reached 991 million yuan, down 15.35%, ranking third in the industry.
Risk tip: Alibaba’s data is poorly representative, consumer demand is weak, and food safety risks.
