The small partners who have not yet bought the Lantern and Tangyuan should grasp it. The Beijing News reporter recently visited the market and found that the promotion of quick-frozen tangyuan such as Sanquan and Miss is hot, and the gift box products are increasingly accepted by the market. In terms of taste, rhubarb rice dumplings have become a new Internet celebrity in this year's Lantern Festival market, and nut combinations are also welcomed by children.
In addition to the price of the people, this year, Beijing DaoxiangCun once again pushed the Lantern Shake after 20 years, and moved the machine to move the Lantern into stores and supermarkets. Miss Food continues to exert efforts on e-commerce and community stores, so as to adjust the product layout according to consumer demand in the shortest possible time.
Pre-Lantern Festival promotions are hot
The Beijing News reporter recently visited the Beijing market and found that quick-frozen brands such as Sanquan and Si Nian have carried out tangyuan promotional activities. In the Liangxiang store of Yonghui Supermarket, Sanquan Tangyuan played a promotional advertisement of "38 yuan and 8 yuan off", and its 500g Sanquan Ling simple Tangyuan series only sold for 5.9 yuan. Miss mellow black sesame tangyuan and other 3 flavor products "the second half price", its 1000g jade pearl black sesame tangyuan only sold for 9.9 yuan, and all miss tangyuan "full 25 yuan immediately minus 5 yuan".
The promotion of major frozen tangyuan brands before the Lantern Festival is hot.
According to the relevant person in charge of Miss Food, this year's Miss Food has planned and prepared the production capacity of the Lantern Festival market in advance, mainly for the demand for tangyuan categories in different periods in the north and south, and has fully considered and estimated the pace of preparation, which has improved the production and marketing matching degree of different series of tangyuan products in different periods, and also improved the company's internal production and operation efficiency.
The relevant person in charge of Beijing DaoxiangCun told the Beijing News that the total output of its Lantern and Tangyuan products this year is expected to reach 1100 tons, an increase of 5% year-on-year. Due to the strict requirements of lanterns on the air temperature, humidity and ventilation of the preservation environment, in order to ensure quality and taste, Beijing Daoxiang Village adopts the principle of same-day production and same-day sales, so it is limited to sales every day.
In addition to special promotions, Sinian has also set up a "diy soup dumplings on site" activity link in some supermarkets in Kunming and other cities, so that consumers can get close to the natural stone grinding process. While the tangyuan is hot, the traditional Lantern in the north is not lonely. This year, Beijing Daoxiangcun moved the factory's lantern-shaking machine to the third business department (Dongzhimen) and the eighteenth business department (South Lake South Road). After more than 20 years, the lantern has returned again, attracting the attention of many consumers, and there was a queue to buy in front of the store.
The third business department of Beijing DaoxiangCun (Dongzhimen) is now shaking the Lantern Festival.
As the Lantern Festival approaches, online Lantern and Tangyuan products have also begun to become popular. Ali's purchasing index shows that in the past 7 days, in the hot search list of frozen Chinese rice bread points, Tangyuan and Lantern ranked in the top two. According to the Taobao Purchasing Index, the purchase of quick-frozen Chinese rice bread has entered an upward trend since February 5, and ushered in a peak of procurement on February 15.
Rhubarb rice dumplings became a new Internet celebrity
Following the popularity of taro products last year, rhubarb rice dumplings have become the new "net reds" of this year's Lantern Festival. According to the Ali procurement index, "Three Whole Tangyuan", "Rhubarb Rice Tangyuan, Dale", "Dale Rhubarb Rice Tangyuan", ranked in the top three in the list of new words for frozen Chinese rice bread products in the past 7 days. In terms of search conversion rate, "Rhubarb Rice Dumplings" also ranked second, second only to "Durian Dumplings".
The Beijing News reporter searched for "Dale Rhubarb Rice Dumplings" on the Taobao platform and found that there were dozens of sellers, of which the highest sales volume was a merchant in Shenyang, Liaoning Province, who had sold more than 400 tangyuan in more than a month. The product information displayed shows that the Big Happy Rhubarb Rice Dumplings are large and filling, there are peanuts, black sesame seeds two flavors, rhubarb rice coats appear golden after cooking, 3 bags (368g / bag) are priced at 60 yuan, slightly higher than the price of ordinary tangyuan sold on the market.
Beijing Daoxiang Village, a long-established brand in Beijing, has also developed a yellow rice durian flavor tangyuan on the basis of increasing the production of yellow rice calcium milk tangyuan and yellow rice brown sugar walnut tangyuan this year, adding more choices to the net red tangyuan. According to reports, the yellow rice noodles used are from Jinzhou, Liaoning Province, and the snow-white glutinous rice flour has been matched to make a unique pale yellow tangyuan, which has a sweet taste and a long aroma after cooking. More consumers on the Internet share new ways to eat fried yellow rice dumplings.
According to Miss Food, compared with the traditional tastes of black sesame, peanuts, bean paste, etc., this year's quick-frozen tangyuan market, the concepts of multi-flavor, combination, and additive-free are more favored. In terms of taste matching, Si Nian found through research on young people that classic black sesame seeds, strawberries, roses, and matcha red beans are more favored by female consumers, and nut combinations (hazelnuts, walnuts, cashew nuts) are more popular with children.
The tangyuan gift box continues to be hot
While selling piecemeal, this year's Lantern festival and tangyuan gift boxes continued last year's popularity.
According to the person in charge of Miss Food, Tangyuan has great festive characteristics and rich cultural heritage, and has gradually become a new favorite in the gift industry. Consumers' gift-giving choices have gradually changed from the original "high price, large pieces, and high-grade" to "exquisite, heartfelt, and quality", and "Tangyuan gifts" have maintained a relatively stable growth momentum in the past two years. Therefore, as early as the end of last year, Miss Food has screened out some characteristic areas for customized promotion of festive boxes and gift bags.
The Beijing News reporter visited the market and found that gift box packaging has become the holiday standard of major tangyuan brands. On February 16, a reporter from the Beijing News saw at the Yonghui Supermarket Liangxiang Store Miss Tangyuan Counter that a consumer had purchased multiple Tangyuan gift boxes as employee benefits. The gift box can be freely matched with products, and if the overall amount exceeds a certain amount and amount, you can give away the gift box packaging for free. In addition, brands such as Si Nian and Royal Kitchen Workshop have also prepared gift boxes, and a single purchase can be given away for free if it meets certain conditions.
Yonghui supermarket Liangxiang store a tangyuan gift box purchased by a consumer.
In addition to the "group purchase" channel, e-commerce and community stores have also become an important choice for the market layout of major brands. Miss Food said that convenience stores, as a physical retail format, provide a possibility for the realization of the "last mile" of e-commerce. This year, Miss has carried out high-frequency strategic cooperation with multiple platforms at the e-commerce level, and at the same time paid more attention to in-depth cooperation with physical retail formats such as offline small supermarkets and convenience stores, so as to quickly adjust product planning and layout at the channel level according to consumption habits. In order to facilitate the purchase needs of more customers, this year, Beijing Daoxiangcun has also started to carry out the production of the Lantern Lantern in the Hema Fresh Chongwen Store and the Shili Fort Store since the sixth day of the Chinese New Year.
Writing, pictures / Beijing News reporter Guo Tie
Edit / Squirrel No. 1
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