180 yuan/kg, the price of phoenix feet is more expensive than beef? Recently, voices complaining that the price of phoenix claws is too expensive have frequently appeared on the Internet. The phoenix claw has also become an "assassin" for "backstabbing" consumers, making consumers say "can't afford to gnaw".
Why did the original "civilian food" become a "sky-high delicacy"? What is the development situation of phoenix claw enterprises? Will consumers still be able to eat cheap chicken feet in the future?
Courtesy of Visual China
Phoenix's feet are more expensive than beef
"Phoenix claw" is the nickname for chicken claw. A bag of phoenix feet used to be a simple comfort for migrant workers in the busy work intervals, and it was also a gluttonous snack when they were chasing dramas at home. However, recently, many consumers have discovered that phoenix feet, which were once regarded as "civilian delicacies", have now become "sky-high prices".
"A tiger skin phoenix claw is 6.2 yuan, and the price per kilogram is close to 180 yuan." "43.8 yuan a pound of fresh beef and it are more than willing to bow down", "The era of gnawing a bag of phoenix feet in one breath is gone...... Recently, there have been discussions on the Internet about the high price of phoenix claws.
Spicy tiger skin phoenix feet, Sichuan spicy garlic phoenix feet, lemon sour and spicy boneless phoenix feet...... In a snack container in Beijing, the chicken feet category occupies a full half of the container, including 13 kinds of flavors, including hot pot, spicy, pickled pepper, lemon, five spices, marinated incense, barbecue, etc. Among them, 105 grams of tiger skin phoenix claws are 34.9 yuan, 13.9 yuan for the selection of "one shake off the bone" tiger skin phoenix claws (one after unpacking), and the cheapest 180 grams of pickled pepper phoenix feet, regardless of branches, but cut the chicken feet into small pieces, the price is 14.9 yuan.
On the shelves of a supermarket in Wuhan, various flavors of phoenix feet are also dazzling and varied. The price of a 110-gram spicy tiger skin phoenix claw is 19.8 yuan/bag, and the price of a 90-gram lemon spicy and sour boneless phoenix paw is 15.8 yuan/bag. After conversion, the price of spicy tiger skin phoenix feet is 180 yuan/kg, and lemon sour and spicy boneless phoenix feet are 176 yuan/kg.
On the Jingdong platform, Wang Xiaolu's 68-gram tiger skin phoenix claw PLUS member price is 11.26 yuan, which is about 166 yuan/kg. On the Taobao platform, a bag of 210 grams of Wang Xiaolu tiger skin phoenix claws, the price of 5 phoenix claws is 29.9 yuan, and one phoenix claw is nearly 6 yuan, which is converted to about 142 yuan/kg.
Although discounting has become an important consumer trend at present, and the prices of many consumer goods are falling, the price of claws has fallen relatively small and remains high overall. Many consumers said that the price of phoenix claws has exceeded its own value and has become a "luxury". They fear that this trend of rising prices will continue, making it unaffordable for more consumers.
Courtesy of Visual China
Why "Civilian Cuisine" Has Become a "Sky-High Delicacy"
Why is the original "civilian food" phoenix claw getting more and more expensive? Some analysts said that the recent price fluctuations of phoenix claws are related to the import situation and the impact of consumption.
First of all, on the raw material side, the price of phoenix claws is already at a high level. Fresh chicken feet in supermarkets cost 50 to 60 yuan per kilogram, double the 25 yuan per kilogram in previous years.
The pull of the demand side has supported the rise in the price of phoenix claws. According to the data of Guanyan Report Network, the market size of the mainland phoenix claw industry in 2022 will be 43.204 billion yuan, and the market scale will continue to expand. Zhou Heiya said: "The rise of boneless chicken feet in 2020 and the balance point of supply and demand of chicken feet from 2020 to 2022 will move upward, bringing a sharp rise in the price of chicken feet." ”
Sun Yanan, an analyst of the meat industry chain of Zhuochuang Information, believes that in 2020 and 2021, the price of claws is not high, but with the rise of various phoenix claw flavors and brands and high-end snack channels in recent years, consumption growth has become an important factor to boost the price of phoenix claws.
It is worth mentioning that the price of phoenix claws in the spot market in April was about 45 yuan/kg, why did the tiger skin phoenix claws in the hands of consumers jump to 180 yuan/kg? Sun Yanan introduced that the price of more than 40 yuan per kilogram is the price of the factory, and there will be layers of traders in the middle, and various channel costs will also be generated. "After various expenses such as channel fees and franchise fees, they become more expensive in the hands of consumers."
For enterprises, in addition to channel costs, there are also brand marketing expenses, and the improvement of added value such as brand, taste, and packaging has led to a sharp increase in the price of phoenix claws in the final retail terminal. "From 2019 to 2022, the company spent almost all the money we earned on investing in brands." Wang Xiong, the founder of Wang Xiaolu Phoenix Claw, once revealed to the public.
In addition, changes in the import situation have also had an impact on the price of phoenix claws. According to Zhuochuang information data, in the first quarter, the import volume of frozen chicken feet in domestic white-feathered broiler imports was 100,700 tons, a year-on-year decrease of 30.97%. , the supply of phoenix claws in the domestic market has decreased, which has further pushed up prices.
Courtesy of Visual China
The Phoenix Claw track is highly competitive
Phoenix's claws are favored by consumers, but Youyou Food, the "first share of pickled pepper phoenix feet", has not had a good time in recent years. Some time ago, Youyou Food handed over its "worst performance" since its listing. The annual report shows that in 2023, Youyou Food will achieve operating income of 966 million yuan, a year-on-year decrease of 5.68%; The net profit attributable to the parent company was 116 million yuan, a year-on-year decrease of 24.38%. It is worth noting that this is not only the second consecutive year that Youyou Food's revenue and net profit have declined, but also the lowest revenue and net profit since its listing in 2019.
In contrast, Wang Xiaolu, the "upstart" of the phoenix claw track, whose main product is tiger skin and phoenix claws, will have reached 1 billion yuan in revenue in 2023, and the company also claimed that "Wang Xiaolu has the opportunity to achieve more than 4 billion (yuan) for tiger skin and phoenix claw products".
The competition on the Phoenix's Claw Circuit is particularly fierce. In addition to tiger skin and phoenix feet, there are also braised chicken feet, braised chicken feet, boneless chicken feet, grilled chicken feet, lemon chicken feet, and so on. The number of players in this segment is also increasing. In addition to Youyou and Wang Xiaolu, Zhou Heiya, Juewei Food, which is mainly engaged in duck products, as well as traditional snack giants BESTORE and Three Squirrels, have also launched a lot of snacks in the category of phoenix feet.
It is worth mentioning that compared with the frequent financing of phoenix claw enterprises before 2022, there have been few financing cases in the phoenix claw market since last year.
So, how will the phoenix claw market develop in the future?
Zhu Danpeng, an analyst of China's food industry, said that with the continuous promotion of consumption upgrading and diversification of tastes, consumers' demand for phoenix feet will continue to grow. For enterprises, how to maintain a leading position and obtain higher profits in the fierce market competition, in addition to continuously improving product quality and added value, it is also necessary to pay attention to the needs and affordability of consumers, formulate reasonable price strategies, and strengthen brand building and marketing promotion.
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