Meituan Preferred: "October Rice Field" and brand snack packages are hot choices for children to send to their parents

The Spring Festival is approaching, and young people have opened the "filial piety New Year goods remote delivery". On January 19, Meituan's preferred data showed that recently, "October Rice Field" and brand snack packages have been sent to their parents for their children.

A young man after 90 in Yingtan, Jiangxi Province, placed an order for nearly 300 yuan of northeast rice for his elders in Guiyang. Following the Meituan preferred transport vehicle, popular New Year goods such as "October Rice Field" were transported to the Wucaiwan Industrial Zone on the edge of the Gurbantunggut Desert in Xinjiang, the Zhenyuan Yi Hani Lahu Autonomous County on the Lancang River in Yunnan, and gangcha County at an altitude of 3300 meters on the Qinghai-Tibet Plateau. In 2021, consumers from more than 2,000 counties across the country will be able to buy good goods such as "October Rice Fields" through Meituan Preferred. It includes 112 national rural revitalization key help counties and 411 nationally stipulated hardship and remote areas.

In Shenzhen, Hainan and other areas with a large inflow of people in the northeast, the sales volume of "filial piety single year goods" in the northeast flavor is also high. In Nanshan District, Shenzhen City, Guangdong Province, and Baoluo Town on Hainan Island, consumers have purchased Northeast rice through Meituan.

"My parents are typical 'migratory bird old people', going to Hainan from the northeast in winter for the New Year. I was worried that they would not speak the local dialect, and when they were old, they could not carry too heavy things, so they ordered a few bags of 'October rice fields' to pick up in the Hainan community, and my parents did not have to wait for the bus to go outside to buy." After 95, Mr. Fu worked hard in Beijing, 3,000 kilometers away to give his parents in Hainan a "filial piety list", and sent it to his parents at the speed of "next-day delivery".

Meituan's preferred data shows that the necessary commodities for the Spring Festival reunion banquet have become popular choices for children to send to their parents, and the popularity of brands such as rice fields, Arowana, and Haitian has risen rapidly in October. Good goods with weight and quality represent the filial piety of young people, and are sent to relatives in counties and villages through the preferential logistics of Meituan. Among them, young people in Chongqing, Beijing, Shanghai, Xi'an and Hangzhou love to send northeast rice to their parents.

In addition to the Northeast Wuchang rice, Inner Mongolia Ao Han Banner millet, Mudanjiang black fungus, Ningxia Zhongning red goji berries, Yunnan Shiping rotten bamboo, Fujian Gutian shiitake mushrooms, Hunan Mayang ice candy orange, Guangxi Beihai golden pomfret and other Spring Festival good goods, following the Meituan preferential "gold medal production area" plan, into more urban and rural people's homes. At present, Meituan preferentially docks more than 400 high-quality agricultural product bases across the country, helping communities to increase freshness and farmers to increase income.

In recent years, the county and rural markets have released huge consumption potential. iResearch Consulting's "2021 County Fresh Consumption Upgrade Report" shows that the income level and consumption capacity of county residents have increased significantly, and the consumption demand and quality of urban and rural residents are converging. At the same time, more traditional brands are embracing community e-commerce and linking consumers in the sinking market. In July 2020, after the cooperation between "October Rice Field" and Meituan Preferred, the average daily shipment increased by hundreds of cars, online sales doubled by 10 times, and more than 90,000 bags of rice were sold through Meituan Preferred on the hottest day.

The person in charge of "October Rice Field" said that after cooperating with Meituan Preferred, the two sides provided good services for the needs of community e-commerce consumers, jointly developed 5 kg, or even 1 kg of small-sized packaging, and expanded the richness of goods, so as to be more suitable for online channel transportation and sales scenarios, and more in line with the needs of consumers who love to taste early, buy high frequency, and pursue timeliness. Community e-commerce has become a powerful supplement to its offline sales channels, helping to broaden the industrial chain and drive more people to employment.

In addition, the big names of leisure snacks such as three squirrels and hundred grass flavors have also cooperated with Meituan Preferred and launched the Spring Festival gift box, which has become a hot choice for spring festival parties and reunion banquets in the sinking market, witnessing the prosperity and revitalization of rural areas.

Text/Beijing Youth Daily reporter Wen Jing

Editor/Fan Hongwei