Casual snack racing mass sales channel

The snack mass sales channel is becoming a new track sought after by many snack food companies. On May 13, the record of investor relations activities released by Haoxiangyou showed that the company's revenue in the snack channel in 2023 was 55 million yuan, accounting for 3.21%. At present, the company has stationed in many snack wholesalers and hard discount systems such as Snack Busy, Zhao Yiming, Hao Xianglai, Snack Youming, Dai Yonghong, Aotele, and Qiahu Shop, covering more than 15,000 terminal outlets.

Not only do I miss you very much, but if you look at the financial reports, you can find that snack wholesale channels frequently appear in the financial reports of snack food companies such as Qiaqia Food and Yanjin Shop. Judging from the financial report data, the mass sales channel has indeed contributed to a more significant growth for enterprises, which has also made more and more snack food companies increase their layout. Industry insiders believe that the mass sales channel is still in the stage of barbaric development, and peers mainly use price wars to obtain users and pursue low-price competition, but this is an unhealthy competition model. How to make the industry enter the road of standardization, specialization, branding, capitalization and scale, and achieve sustainable development has become a common consideration for leisure snack brands and snack wholesale chain brands.

Snack sales have become a new growth point

Regarding the company's development plan for snack wholesale channels, I really want you to invest in the customs manager told the Beijing Business Daily reporter that the relevant content can be seen in the external announcement information. According to the announcement, in 2024, we are ready to continue to strengthen the development of the mass snack track, and will deepen the development of channels to cover more channel outlets, including hard discount systems and other regional snack mass sales systems; It will also accelerate the speed of new products and create an explosive echelon of jujube products in the snack channel.

I think you are not alone, looking at the financial reports of various snack brands, you can find that "snack wholesalers" are highlighted by many snack food companies. Judging from the specific financial report data, the snack mass sales channel is becoming a new growth point for many casual snack brands.

Qiaqia Food said that the company's sales in the snack wholesale channel grew rapidly, from about 5 million yuan in January 2023 to about 30 million yuan in December 2023, and then to nearly 50 million yuan in January 2024. For the whole year of 2023, Qiaqia Food's tax-inclusive revenue in the snack wholesale channel will be nearly 200 million yuan.

Similarly, the snack wholesale channel plays an important role in the development of Shiojin Shop. According to the record of investor relations activities disclosed by Yanjin Shop, in 2023, the revenue of Yanjin Shop's snack wholesale channel will account for about 20%. Ganyuan Food said in its 2023 financial report that the double growth in performance was mainly due to the company's adherence to the omni-channel development strategy and further deepening cooperation with snack stores and other systems. According to the record of investor relations activities released by Ximai Food, the sales growth rate of snack wholesale channels last year was relatively fast, and the company's strategy is to embrace the snack channel, which is expected to have a strong effect on the growth of the company's revenue, and the company will further increase its investment in the snack wholesale channel......

According to the data released by the 36Kr Research Institute, the overall price of snack mass merchandisers is about 30% cheaper than that of ordinary supermarkets by virtue of the advantages of supply chain and upstream premium rights. Snack wholesalers mainly focus on parity, low profits, and complete, with as many as 1,000 brands, taking goods from the source, reducing intermediate turnover links, and improving the efficiency of commodity circulation, so as to achieve ultra-low prices. According to the "2023 Blue Book of China's Snack Wholesale Industry", the market size of China's snack wholesale brand stores has grown rapidly from 900 million yuan in 2017 to 40.7 billion yuan in 2022, and is expected to reach about 140 billion yuan in 2027.

Zhu Danpeng, an analyst of China's food industry, said that the rise of snack wholesalers among snack food companies indicates that the consumption thinking and consumption behavior of consumers have changed greatly. The consumption base of China's leisure snacks is constantly expanding, the consumption scenarios are more diversified, and the consumption channels are constantly improving and enriching.

It is expected to break the growth dilemma

Behind the popularity of snack mass sales channels is that the traditional development model of casual snack brands is facing a growth dilemma, and cost-effective competition and multi-channel development are expected to break the deadlock and become the mainstream of the snack industry at present and even for a long time in the future.

Overall, consumers' pursuit of cost-effective products is increasing, and leading brands that used to position higher-end snack routes have moved towards cost-effective roads in order to seek growth. In November 2023, BESTORE announced the implementation of price adjustments, taking the initiative to reduce prices and make profits to attract consumers. In mid-January 2024, Three Squirrels announced that they would settle in the snack store and start accepting snack mass sales channels. Three Squirrels said that entering the mass sales channel is an important step in its omni-channel strategy, and it is a long-term strategy, and it will expand more categories and enter more channels in the future.

Zhan Junhao, a well-known strategic positioning expert and founder of Fujian Great Aim Brand Positioning Consulting, believes that the main reason why food companies cooperate with snack wholesale chain brands is that snack mass stores are characterized by low prices and all snack categories, which can allow snack lovers to achieve one-stop shopping and attract many consumers. From the perspective of corporate strategy, whether it is short video e-commerce, live broadcasting, social channels or snack mass sales channels, etc., opening up new channels is an important means for the snack food industry to cope with market competition and improve profitability.

However, Zhan Junhao also said that the snack mass merchandiser chain is still in the stage of barbaric development, and the entire industry has no obvious differentiated positioning, and peers still use price wars to acquire users, which is a very unhealthy competition pattern. "If snack mass merchandiser chains want to achieve sustainable and healthy development, each brand should have a unique differentiated positioning, and cannot rely solely on price wars to attract consumers."

Zhu Danpeng believes that the snack mass sales format has completed the last piece of China's leisure snack industry map, and also provided consumers with cost-effective products. "The key to the follow-up development of snack wholesale channels lies in how to make the entire industry enter the road of standardization, specialization, branding, capitalization and scale, so that the entire industry can achieve sustainable development." (Guo Xiujuan, Zhang Han)

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