On October 28, the Jingdong Institute of Consumption and Industry Development released the "Hairy Crab and Aquatic Products Consumption Index". The report shows that there are obvious differences in the consumption attitude of hairy crabs in different regions: 20% of users in East China buy crabs more than 3 times a year, and although the northeast region is not the main production area of hairy crabs, there are many crab eating enthusiasts, and 45% of users buy crabs every year.
Thanks to the rapid development of cold chain logistics technology, now, consumers who like to eat crabs across the country can buy hairy crabs through the Internet. As a social currency like Moutai wine, crab coupons have evolved in the past 20 years from an expensive Mid-Autumn Festival social gift to a mass consumer product that can be consumed on New Year's Eve, can be hoarded during promotions, and feasted on.
At the same time, aquatic consumption has also sunk to the northwest region and county rural areas. In the first half of 2021, the sales volume of online purchase of aquatic products by users in Ningxia and Gansu increased by more than 100% compared with the first half of 2019; the sales volume of online seafood and aquatic products in rural areas of the county increased by 74% year-on-year, and increased by 146% compared with the sales volume in the first half of 2019.
In the Jingdong 11.11 pre-sale, which opened at 8:00 p.m. on October 20, the turnover of agricultural products exceeded the average daily average of 5.8 times in October. Aquatic products such as hairy crabs, Dalian sea cucumbers and frozen shrimp entered the list of the most traded goods.
<b>The proportion of "crab idiots" in East China is high, and there are many crab lovers in Northeast China</b>
Autumn winds rise, crabs are fat. Thanks to the rapid development of cold chain logistics technology, now, consumers who like to eat crabs across the country can buy hairy crabs through the Internet. People not only eat crabs during festivals and gather to eat crabs, consumers in the southeast, southwest, and northwest can buy them if they want to eat them, and eating crabs has become a common activity for people to taste fresh and enjoy the quality of life in autumn.
Jiangsu has many famous lakes, Yangcheng Lake, Vicuña Lake, Gucheng Lake, Hongze Lake, Taihu Lake, Gaoyou Lake, Xinghua, etc., are the main production areas of hairy crabs, and the total output accounts for about 44% of the country. Together with the main production areas in Anhui and the Chongming Island production area in Shanghai, the total output of hairy crabs in East China accounts for nearly 60% of the country.
Beijing insight survey data shows that the proportion of "crab idiots" in East China is the highest, nearly 20% of the respondents said that they buy crabs more than 3 times a year; the northeast region is not the main hairy crab producing area, but the northeast region eats crab lovers, 45% of the respondents said that they will buy crabs every year. In addition, nearly 20% of the respondents said that they fully grasped the knowledge of crab eating, and understood the nutritional value and dietary taboos of hairy crabs.
Qilu Evening News Qilu one-point reporter noted that East China is also the most economically developed region in China, especially In Jiangsu, the main hairy crab-producing area, in 2020, the per capita GDP of Jiangsu Province reached 121,000 yuan, ranking the forefront of the country for 12 consecutive years. Among the top 100 cities with per capita GDP, four Jiangsu cities, such as Wuxi, Nanjing, Suzhou and Changzhou, are listed, crossing the threshold of developed economies (US$20,000).
<b>Eat crab first to buy coupons, hairy crab gift coupon sales accounted for 61%.</b>
In recent years, the consumption of hairy crab gift certificates has been very hot. Many gift certificates can be withdrawn on New Year's Eve, and more gift certificates can be stockpiled during promotions, and there is no burden of receiving gift certificates for holidays that must be consumed. Due to the improvement of living standards, hairy crab gift certificates, which were once mainly used as social gifts in the Mid-Autumn Festival, now, consumers who eat hairy crabs at home also love to buy gift certificates.
China's first crab coupon appeared in 2002.
Qilu Evening News Qilu one-point reporter noticed that after the Mid-Autumn Festival, these two days Yangcheng Lake hairy crabs (4 male 4.5 two; female 3 two 4), the online price has been listed
After 238 yuan; 8 hairy crabs in non-Yangcheng Lake production areas sold for more than 100 yuan, compared with the price of thousands of yuan before the Mid-Autumn Festival, and now at this time, the hairy crabs that have separated from the social currency attributes, the price has returned to its value itself, which is already very close to the people.
The development of e-commerce economy and cold chain logistics has greatly promoted the rapid development of the hairy crab breeding industry, and several famous lake areas in China, such as Hongze Lake, Panjin, Taihu Lake, Dazhonghu Lake, and Dongying Yellow River Estuary and other places, the hairy crab breeding industry has developed very rapidly in recent years, which is the main reason why consumers can eat hairy crabs as mass consumer goods at this time. Taking the famous hairy crab production area Dongying Yellow River Estuary as an example, the planning goal of the Yellow River Estuary hairy crab industry in Dongying Kenli District is to strive for standardized scale breeding to reach 60,000 mu in 3 years, the output of quality crabs is more than 10 million jin, and the output value reaches 1 billion-1.5 billion yuan. In 2019, the cumulative output of hairy crabs in the Yellow River estuary was 7600 tons, with an output value of 930 million yuan.
On the production and merchant side, gift certificates are actually a good way to pre-sell, and may start selling gift certificates several months in advance, adjusting production resources and listing time according to the sales of gift certificates.
Since August 2021, hairy crab gift certificate sales have accounted for 61% of hairy crab sales. East China has the habit of eating hairy crabs, and it is also very convenient to buy crabs offline. Online hairy crab sales in East China accounted for nearly 30%, reflecting the changes in people's consumption patterns. North China has the largest number of online purchases of hairy crabs. North China is not the main production area of hairy crabs, and the online market is a supplementary market to the offline market, which meets the needs of people to buy crabs and eat crabs.
<b>Shrimp are the best-selling in aquatic products, and seafood products are growing at a high rate</b>
The most popular aquatic products purchased online by online users are shrimp, accounting for 40% of sales. The proportion of seafood products sold rose from 4% in the first half of 2019 to 12% in 2021. In recent years, the trend of people eating hot pot and cooking flour noodles at home has risen, and seafood products are convenient to cook, which is very popular with young users in the city.
Among the shrimp commodities, crayfish shrimp tails, raw shrimp kernels, white shrimp, black tiger shrimp and shrimp slips have the highest sales; among the fish products, Hainan golden pomfret, Ningde giant yellow croaker, Basa fish fillet, Zhoushan striped fish segments, and pulp-free black fish fillets are the best-selling.
<b>Post-95s love to eat shrimp and crabs, and middle-aged and elderly people love to eat fish and sea cucumbers</b>
The proportion of shrimp and crabs purchased online after 95 is higher than that of other age groups. Among the seafood categories purchased online after 95, shrimp sales accounted for 56%, 14 percentage points higher than the average.
In contrast, users over the age of 46 prefer to eat fish. Among the seafood categories purchased online by users over the age of 46, fish sales accounted for more than 30%, accounting for the highest proportion of users of all ages.
<b>Aquatic product consumption in the northwest region has doubled, and rural seafood consumption in the county has grown high</b>
With the improvement of people's living standards, the timeliness of distribution to county rural areas is getting higher and higher, which has removed obstacles for the consumption upgrading of rural residents in the county. In the first half of 2021, the sales volume of online seafood and aquatic products in rural areas of the county increased by 74% year-on-year, an increase of 146% over the sales volume in the first half of 2019.
In the first half of 2021, the sales volume of online purchase of aquatic products by users in Ningxia and Gansu increased by more than 100% compared with the first half of 2019, and the online market met the needs of users in the western region to buy aquatic products and eat seafood.
At the same time, online consumption has gradually become an increasingly habitual way of consumption in people's lives. In Hainan, Jiangxi, Anhui and other provinces that produce aquatic products, the sales volume of online aquatic products has also increased significantly. On the one hand, the online market brings together high-quality goods from all over the country, making people more selective, and on the other hand, it also reflects the trend of people's consumption patterns expanding online.
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