The speculative goods industry accelerates the refined transformation

Nowadays, nut fried goods have entered thousands of households through supermarkets, the Internet and other channels, and consumers' demand for nut fried goods has been increasing
.
Due to the continuous expansion of the nut fried goods track, companies continue to make efforts
in product innovation and channels.
In addition, offline ready-made fried goods stores have also been revitalized, and various enterprises have developed in the direction of branding and chaining, and have won the favor of
capital.
Industry insiders said that in recent years, the speculation industry has entered a healthy and benign development period, which is the result of
consumer support and industrial iteration.
In the future, the demand for healthier and higher-quality products will continue to rise, which will bring more possibilities
for the development of the leisure speculation market.

New demands give rise to new trends

Whether it is in the 1.
0 era of fried food stalls, the 2.
0 era of franchise stores or the 3.
0 era of online stores in recent years, the demand for nut fried goods is still growing, which also makes the performance of nut fried goods brands a more eye-catching existence
in the first half of this year on the track of trillions of leisure snacks.

In the first half of this year, the performance of five companies, Qiaqia Food, Ganyuan Food, Laiyifen, Liangpin Shop and Yanjin Shop, all showed positive growth
.
Among them, the performance of Yanjin Shop has grown significantly, with its revenue in the first half of the year increasing by 13.
73% year-on-year, and its net profit increasing by 164.
97%
year-on-year.
Specific to the category of nut fried goods, in the first half of the year, the revenue of food "sunflower seeds" products increased by 14.
29% year-on-year, and the revenue of nut products increased by 19.
59% year-on-year; The revenue of Ganyuan Food Comprehensive Kernel and Bean Fruit series increased by 60.
12%
year-on-year.

Lu Shengzhen, an expert in the FMCG industry, believes that the performance growth and development potential of nut fried goods enterprises come from the growth trend
of the company itself and the industry.
"Qiaqia, Yanjin Shop, Good Product Shop, etc.
have shown a steady progress trend in the construction of product system and channel system, making their performance still good
.
In recent years, the compound annual growth rate of the leisure snack market has maintained a rate of more than 10%, with the steady development of the economy, the demand for leisure food will be further released, in the next few years, the potential market for nut fried goods may reach 20 billion to 30 billion yuan, and the head brand still has billions of yuan of growth space
.
”

Jiang Han, a senior researcher at Pangu Think Tank, said that with the continuous expansion of demand for leisure snacks and the emergence of a variety of consumer needs, the nut fried goods market has shown a trend
of product diversification and leisure.

With the increasing demand for multi-level and high-quality health among consumers, health and refinement have become the development keywords
of various enterprises in recent years.
Qiaqia Food, Good Shop and Three Squirrels have launched probiotic products
in line with health trends.
In addition, each company has also segmented different consumer groups, such as the Hundred Herb Flavor Zhenguo series, which divides the main consumer groups into pregnant women, white-collar workers, exquisite mothers, etc.
, to create differentiated product marketing strategies
for different consumer groups.

Offline stores are moving towards branding

As an important part of the nut fried goods market, offline fried goods stores have also burst into vitality, through brand management, creating Internet celebrity big items, product innovation, etc.
to cater to the preferences of young people, and are therefore optimistic
about capital.
Recently, the offline chain brand "Xue Ji Fried Goods" announced the completion of a series A financing of 600 million yuan jointly invested by Meituan Longzhu and Qicheng Capital, and the new fried goods brand "Panda Momo" also recently announced the completion of strategic financing
.

Jiang Han said that the reason why offline speculation brands can gain the favor of capital is mainly the establishment of standardization system and brand development
.
For offline stores, how to move from a certain explosive product to continuous output of explosive products and continuous expansion in the process of market development is what
enterprises need to think about.

Offline stores are moving towards branding, strengthening brand characteristics
through store design and launching popular products.
In terms of stores, many brand stores adopt unified standards, such as Huanxi Peanut and Xue Ji Fried Goods stores that adopt eye-catching red and white style design
.
In addition, the location of offline stores has also shifted from traditional vegetable markets to popular business districts, shopping malls, commercial districts, etc
.

While continuously strengthening the brand power, offline brands will continue to expand stores into the plan
.
According to public information, Xue Ji Fried Goods is expected to exceed 1,000 stores by the end of this year, and plans to open 4,000 chain stores
across the country in the next five years.
Panda Momo plans to develop 300 stores by the end of 2022, and the number of stores will reach 6,000 by 2025, impacting the 10,000 stores
.

In terms of products, offline brands continue to introduce new tastes and products, and some brands have also created popular items, such as spiced peanuts from King Qi, walnut peanuts from Huanxi peanuts, and milk dates from Xue Ji fried goods
.
Or affected by rent, product research and development and other costs, the unit price of customers in some offline speculation stores is higher
.
According to public reviews, the average customer unit price of Xue Ji fried goods and Qi Wang peanuts is about 60 yuan, far exceeding the 10-30 yuan
of mom-and-pop stores.
Xue Ji said that the main reason for the higher price is the high
cost of raw materials and processes used by himself.

Sun Wei, a brand marketing consultant at Tsinghua University, believes that the currently well-developed offline brands are different from the old nut brands in category positioning, opening up popularity with new products, in addition, they have also made efforts in product innovation deep processing, fresh stir-frying and other aspects
.
"At present, there are great opportunities for offline chain model, and dislocation competition has reduced the competitive pressure, but on the road of national expansion, the ability of capital, supply chain management, food safety and other aspects has yet to be tested
.
" He added
.

The battle for channels has intensified

In recent years, the consumption of nut fried goods has grown
rapidly.
According to data from Guoyuan Securities Research Institute, speculation has become the main force in the leisure food market, with a market share of 30.
55%.

So all kinds of players are trying to get a piece of the "cake", such as candy brand Xu Fuji launched a nut gift box, relying on red dates to start a good idea to expand your main business to nut products, in addition, Starbucks, Luckin and Heytea have also tested the nut market
.

As the nut fried goods market continues to expand, the market competition has entered the second half, and many companies, including Three Squirrels, Good Shop, etc.
, have chosen to increase their omni-channel layout
.
Three Squirrels said that the company is continuing to promote the construction of omni-channel, with the help of national brand potential, has formed three-dimensional sales channels
covering e-commerce, distribution, stores and so on.
In terms of revenue, the company currently accounts for about 70% online, and 30%
offline.
Good Shop has been adopting the strategy of synchronous development of online and offline, and the proportion of online and offline revenue is about five to five
.
In addition, the good shop also adopts a group buying model
that is deeply integrated offline and online.
According to its financial report, in the first half of this year, the group purchase and circulation channels of good shops achieved a year-on-year increase of 63.
14%.

Zhu Danpeng, an analyst of China's food industry, said that the nut industry has entered the second half of the competition, and as the competition enters a new stage, omni-channel operation is the future development trend
of the industry.
"Online traffic is peaking, and the cost of online customer acquisition is also rising
.
At the same time, offline high-quality resources are also limited, and it is an asset-heavy model, and the battle for channels will intensify in the future
.
Businesses with relatively well-established online and offline channels may have certain advantages
.
”

Sun Wei believes that for nut fried goods brands, the first thing is to further strengthen the brand moat, and secondly, to adhere to innovation and development
.
Insisting on quality and improving efficiency is still the foundation
of the game.

Raw materials in different production areas are affected by geographical environment, climatic conditions, etc.
, and the quality varies greatly, in order to improve quality and efficiency, enterprises have accelerated the layout of the supply chain, and some enterprises have accelerated their penetration
upstream.
According to public information, Qiaqia Food lays out the upstream planting business of nuts, grows macadamia nuts in Baise in Guangxi, and pecans in Hefei and Chizhou, Anhui, and is expected to plant 50,000 mu in the future and provide 10,000 tons
of nut raw materials.
Xue Ji Fried Goods signed a 40,000-mu melon seed planting base
in Xinjiang Keketuohai.

Lu Shengzhen said that after the market tends to be saturated in the future, the phenomenon of homogenization will gradually become prominent, and enterprises should continue to increase innovation in product form, taste and packaging to find market opportunities in rapid innovation
.
At the same time, enterprises should also strengthen the product research and development mechanism and team building, first, do a good job in the reserve of innovative talents, increase cooperation with food professional groups, and second, increase product research and development capital investment
.
In addition, it is necessary to learn and introduce foreign leisure food development experience in a timely manner, promote its own innovation speed, and cater to market changes
.

(Yan Na, Dang Peng)

China Food News (October 18, 2022, Version 07)

(Editor: Zhu Meiqiao)