Agricultural product sales are booming, and seasonal consumption is booming

Recently, a large number of seasonal fruits such as pomegranate, lywood jujube, and red heart pomelo have been put on the market, and the new rice in season has also attracted many consumers to try it
.
Under the new consumption trend, a variety of seasonal agricultural products are rapidly out of the circle, and e-commerce platforms and catering enterprises are also actively seizing seasonal opportunities to bring more high-quality agricultural products to the table
.

Sales of seasonal fruits have soared

Since mid-October, the sales season
has been high for grapefruit.
In many e-commerce platforms, grapefruit has become a well-deserved sales king
.

"Due to the climate, this year's grapefruit not only has a large yield, but also has a sweetness higher than the average of previous years, so it sells particularly well
.
" According to the webmaster of the Dingtone grocery shopping site, many customers will order grapefruit recently, and the entire platform can sell 180,000 to 200,000 Guanxi honey pomelos
every day.

This autumn, a variety of novel niche fruits are also attracting the attention of consumers
.
On a social platform, there are more than 70,000 notes on niche fruits; On the short video platform, the number of likes for evaluating various novel fruit videos is as high as hundreds of thousands or even millions
.
Since October, 12 new and exotic fruits such as soft dates and kiwifruit, fire ginseng fruit and bird's nest fruit have been listed in
Jingdong supermarket.
Among them, the sales of soft dates and kiwifruit increased by nearly 50%
year-on-year.
Yu Shizhe, general manager of Jingdong Supermarket's food fresh open platform, said that in recent years, consumers have paid more attention to the uniqueness and diversification of fruits, and pursued unique and unique consumption experiences, which has made new exotic fruits and newly cultivated high-quality fruits continue to land on the market, and sales are becoming increasingly popular
.

As streamers brought agricultural products from farmland into the live broadcast room, e-commerce gradually evolved into a new channel
for selling agricultural products.
Various e-commerce platforms have also given greater support to characteristic agricultural products, such as Tmall's online local fresh food zone, Pinduoduo's public welfare activities such as "Finding Fresh Chinese Good Agricultural Products", and JD.
com's first "Jingdong Agricultural Products Shopping Festival" to deliver the taste of harvest across the country to consumers' tables
.

The launch of Shinmi is very popular

Every year during the autumn harvest, rice is sold in the peak season
.
With the improvement of living standards, consumers must not only "eat enough" but also "eat well", in addition to the origin and variety, the freshness of rice is also the focus
of consumers' attention.

Recently, Hema launched the "2022 New Rice Season", according to reports, this year's new rice varieties of Hema have increased by 50% compared with last year, including the familiar "rice circle top stream" Wuchang rice, as well as Xinjiang's head stubble jade fat seed rice, Hunan's Nanxian shrimp rice, Wuhan's Jingshan Bridge rice and other varieties
with regional characteristics.

Because new rice has a large water content, soft texture and chewy taste, consumers especially favor new rice
.
In order to allow consumers to eat "freshly milled rice" in the autumn harvest season, many brands have begun to sell "Mika"
.
It is understood that the rice cards on the market are generally divided into season cards, semi-annual cards, and annual cards, and the brand will regularly and quantitatively deliver the season's freshly ground new rice to the home
according to consumer demand.

At the same time, staple food brands emphasize the concept of "new rice" while constantly strengthening the high-quality origin label
of their products.
In addition to meeting the consumption needs of staple food consumers, long-established grain and oil brands such as Arowana and Fulinmen have continuously expanded their quality routes and launched high-end sub-brands to promote high-quality rice, such as the "Princess of Milky Jade" series under Arowana; The emerging staple food brand Ying Wubai, whose latest new rice season products, also focuses on high-quality rice varieties
such as Wuchang raw bud rice in the cold land.

Seasonal restrictions become new trends

"When the autumn wind rises, crab feet itch.
"
"Frost falls and eats persimmons
.
" "Stick autumn fat and eat hot pot
.
" In recent years, the traditional food culture characterized by seasonal health preservation has gradually revived, and seasonal consumption has become a new trend
pursued by young people.
Many merchants and platforms are following this trend and launching a variety of seasonal limited products
.

Persimmon tea, persimmon coffee, persimmon cake.
.
.
Many merchants said that persimmons and related products are favored by consumers because of their limited season, beautiful appearance and good meaning
.
According to Meituan statistics, since October, the sales of persimmon-themed online packages nationwide have increased by 226% month-on-month, and the search volume of the national "persimmon" keyword has doubled
compared with last year.
In addition, Heytea launched the persimmon tea "Xi Persimmon Duoduo"; Nai Xue's tea launched the "domineering good persimmon" fruit tea; The box immediately set up persimmon snow meiniang, and these teas, desserts and other products also further pushed up the consumption heat
.

Huang Yi, head of brand operation at Songhelou, said: "Unlike big promotions and group buying, which rely on low-price drainage, seasonal consumption can reawaken the potential rigid demand of the public group, and then divert and transform through goods and services, so this growth mode is more healthy and sustainable
.
”

Experts say that "seasonal limited" is a label in itself that can add to the ritual sense of purchase
.
These seasonal products remind consumers of the changing and fleeting seasons and enjoy the exclusive taste
of different periods.
Nowadays, "seasonal restrictions" have become a common means of drainage for brands, but in the case of more and more homogenized products, the threshold of surprise for consumers has been greatly raised
.
Brands need to gain insight into consumer needs on the basis of innovation and impress people with products that combine high value and quality
.