56 supermarkets across the country have better-than-expected Spring Festival sales

Our reporter Wang Xiaoxuan

The Spring Festival has always been the peak sales season for retail enterprises.

The epidemic situation, local New Year's policies and local customs all have an impact on the starting time of the Spring Festival sales peak

Commodity structure and marketing plan play a prominent role

The survey shows that this year's peak sales start time has been delayed

Compared with previous years, the number of days of peak sales remained basically unchanged.

Aquatic products, soy products and snack foods exceeded expectations

Among the major categories, the major ones that exceeded expectations were aquatic products, alcohol, snack foods, fruits, frozen foods, and soy products

Aquatic products (fresh aquatic products, chilled aquatic products, weighed and frozen aquatic products, joint venture aquatic products, and quick-frozen aquatic products) performed the best, with 15 companies increasing their sales by more than 20% year-on-year in 2021, and 4 companies increasing by 15%-20%.

Alcohol (liquor, beer, red wine) performed well, with 10 companies increasing their sales by more than 20% year-on-year in 2021, 5 companies increasing 15%-20%, 8 companies increasing 10%-15%, and 5% - 9 companies grew within 10%, 11 companies grew within 5%, and only 13 companies declined year-on-year

Snack food (roasted nuts, candied fruit, dried meat, dried bean curd, candy, jelly) performed well.

Fruits (apples, pears, peaches, plums, apricots, citrus, melons and fruits, berries, tropicals, other fruits, fruit gift boxes) performed well.

Frozen food (quick-frozen pasta, quick-frozen dishes including fried goods, shabu-shabu, frozen vegetables, etc.

　　Soy products (tofu, soy milk, and deep processing of soy products) performed well, with 3 companies increasing their sales by more than 20% year-on-year in 2021, 4 companies increasing 15%-20%, and 6 companies increasing 10%-15%.

　　The performance of egg products (fresh eggs, processed eggs) is also good.

　　Convenience foods (biscuits, cookies, pies, prepared foods, health products, instant meals, chocolate, and baby food) also performed well.

Beverages and bakery sales slightly better

　　Beverages (bottled water, functional drinks, tea drinks, fruit and vegetable drinks, carbonated drinks, milk-containing drinks, brewed drinks, coffee) performed slightly better, with 3 companies with sales increasing by more than 20% year-on-year in 2021, an increase of 15%-20% There are 3 companies with an increase of 10%-15%, 12 companies with an increase of 5%-10%, 8 companies with an increase of less than 5%, and 21 companies have a year-on-year decrease

　　Baking (bread, Chinese and Western pastries) performed slightly better.

Grain, oil and cooked food are in line with expectations

　　The performance of grains and oils (rice, noodles, miscellaneous grains, dried noodles, and cooking oil) is basically in line with expectations.

　　The performance of cooked food (including staple food processing, bulk meat products, cooked food processing, side dishes, and side dishes) is basically in line with expectations.
There are 7 companies whose sales will increase by more than 20% year-on-year in 2021, and 1 company that will increase by 15%-20%.
There are 6 companies with an increase of 10%-15%, 7 companies with an increase of 5%-10%, 13 companies with an increase of less than 5%, and 22 companies with a year-on-year decrease
.
Cooked food products are the new moat of retail enterprises.
In the past, most of them were mainly joint ventures, which were restricted by joint ventures.
At this stage, more and more retail enterprises began to produce and operate by themselves, and more and more varieties were processed
.

　　The performance of vegetables (leaf vegetables, root vegetables, melons and solanaceous fruits, mushrooms, cauliflower, sprouts, beans, pickled and processed vegetables, and other vegetables) is basically in line with expectations, with sales increasing by more than 20% year-on-year in 2021 There are 4 companies with an increase of 15%-20%, 6 companies with an increase of 10%-15%, 6 companies with an increase of 5%-10%, 15 companies with an increase of less than 5%, and 22 companies year-on-year decline
.

Sales of milk drinks, non-staple food, meat and poultry are lower than expected

　　The performance of milk drinks and ice products (liquid milk, yogurt, lactic acid bacteria, low-temperature products, cheese butter cream, ice cream) was significantly lower than expected, with 5 companies whose sales fell by 10%-15% year-on-year in 2021, and 5%-10% lower than that in 2021.
There were 7 companies, 14 companies fell within 5%, and 30 companies increased year-on-year
.
The main reason for the decline in the sales of milk drinks and ice products is that the retail enterprises and their distributors are insufficient in stocking, or the structure of normal-temperature milk and low-temperature milk is unreasonable.
Some companies also reported that the sales of imported milk gift boxes this year were not satisfactory
.

　　The performance of non-staple food seasonings (seasoning oil juice, seasoning powder crystal, sauce products, fermented bean curd, sauce, dried vegetables, seafood, ingredients, canned food, honey jam) was significantly lower than expected, and there were 2 companies whose sales fell by more than 20% year-on-year in 2021.
There are 1 companies with 15%-20% decline, 2 companies with 10%-15% decline, 7 companies with 5%-10% decline, 15 companies with less than 5% decline, and 29 companies have increased year-on-year
.
The year-on-year decline in sales of non-staple food seasonings is due to the gentle epidemic during the Spring Festival this year, the high proportion of eating out, and the large sales base last year
.

　　The performance of meat and poultry (pig, cattle, sheep, poultry and other meat, semi-finished prepared meat, quick-frozen poultry and meat) was much lower than expected, with 12 companies whose sales fell by more than 20% year-on-year in 2021, a decrease of 15%— There are 1 companies with a decrease of 20%, 10 companies with a decrease of 10%-15%, 5 companies with a decrease of 5%-10%, 8 companies with a decrease of less than 5%, and 20 companies with a year-on-year increase
.
The performance of meat and poultry in the Spring Festival this year was not as good as last year, mainly because the price of pork dropped by about 50% year-on-year
.

　　"China Food News" (February 25, 2022 07 edition)

　　(Editor-in-charge: Gao Na)