Major supermarkets have recently ushered in the peak sales season of summer goods, on August 15, a reporter from Beiqing Daily visited the Sam Yizhuang store and found that outdoor camping, water sports, pre-made dishes with global flavors, eye-catching toys and small household appliances are particularly popular.
As lifestyles have evolved, more and more families have ventured into emerging recreational and leisure activities. Taking the exquisite camping that has prevailed in the past two years as an example, the relevant data shows that more than 60% of the participants are women; There are many young families in the family group who are born in their 80s and 90s, and they will bring their children and families to experience the new way of life.
In the conspicuous place of the entrance of Yizhuang Sam, there are a variety of camping equipment, in addition to providing such a stylish atmosphere as the Line Friends co-brand, but also the introduction of vinyl canopy and other sunscreen cooling performance of more practical equipment, this year's hot summer, especially favored by consumers. In addition, Sam has introduced a variety of "peripherals", from cookware tea sets, smart cars for outdoor enthusiasts, atmospheric "artifact" projectors, to portable baby fences... Sam's camping focuses more on the "big outdoors" scene. According to the relevant person in charge of Sam, the camping category has increased by more than 8 times since May 2022 and last year, and some tents have been snapped up within ten minutes of going online. In addition, water sports such as paddleboarding, snorkeling, and ocean surfing, which combine "sports" and "fun", are also particularly respected. Take the newly launched Bote Wulf inflatable paddle board as an example, compared to the official price of the same kind, Sam's price is about 1500 yuan cheaper. In just one month of launch, the sales volume of this paddle board exceeded the sales volume of the same product last year combined.
Zhang Qing, Chief Purchasing Officer of Sam's Club China, said: "After 26 years of deep experience in the Chinese market, the procurement team has searched for high-quality products suitable for Chinese member families around the world, for example, in recent years, with the rise of trends such as excursions and home play, Sam has introduced exquisite camping, outdoor sports and other equipment, and will continue to iterate on products with the trend trend. In addition, the procurement team also relies on its rich R&D experience to develop a variety of highly differentiated products for scenarios such as members' home dinner and play, creating a unique way to spend the summer. ”
With the hot development of the pet economy, how to let the "hair children" spend a cool summer and stimulate many consumer demand. This summer, Sam launched a variety of pet utensils and smart devices to make pets more "refined", such as a living spring water mover for pets to drink directly, a smart taste cleanser to keep the environment fresh, and an automatic cat litter basin. At the same time, there are also cat climbing racks and pet tents in the shape of summer coconut islands in the Sam's store, which "fills the sense of atmosphere" for the summer life of pets. This kind of "one-stop" pet purchase program from food to life and play utensils is rare in ordinary supermarkets, and with the Mid-Autumn Festival approaching, pet mooncakes have also become a popular item in stores that need to be replenished.
"I want to enjoy high-end cuisine at home and taste authentic international flavors without going abroad" is what many people want in the dinner scene. Beiqing Daily reporter learned that Sam launched the "Kuaishou Cuisine" series as early as a few years ago, and recently Sam customized and developed iconic dishes such as Mexican chicken cereal bowls, Korean spicy stir-fried seafood, curry seafood pots, American cheese macaroni and other national and regional landmark dishes, simple cooking can make pork belly chicken, Huainan beef soup, Thai sour and spicy chicken feet and other authentic flavors. This pre-made dish allows consumers to enjoy the pleasure of cooking to the greatest extent.
Sam said that the development of new products will not only continue to innovate, but also develop and introduce seasonal differentiated products according to the needs of members, such as seasonal drinks such as plum toto and kombucha in the summer; In winter, more emphasis will be placed on the development of mixed drinks. It is reported that at present, Sam has opened 36 stores in China and provided convenient purchase channels for members through online and offline. In the future, Sam's Club will continue to expand its investment in China and strengthen the construction of an omni-channel platform.
Text/Beijing Youth Daily reporter Li Jia
Editor/Li Xiaomeng