Just after the Mid-Autumn Festival, the National Day is approaching-the mass consumer market is still hot.
Just after the Mid-Autumn Festival, the "Eleventh" Golden Week followed. As in the past, the consumer market is still hot in this double festival, and marketing ideas are frequently new. However, unlike the past, traditional food consumption is returning to its original meaning, and the e-commerce platform of mass consumption channel is pursuing "fast" and "truth" at the same time, and personalized travel has increasingly become the first choice of many families … … Please follow the reporter to see this "two-festival" mass consumer market — —
Diet: Returning to Consumption Rationality
Compared with previous years, this year’s holiday food market has lost the "sky-high price" gimmick and is constantly moving towards rationality.
Before the Mid-Autumn Festival, the reporter visited many supermarkets and stores in Beijing and found that the mooncakes of traditional time-honored brands such as Beijing Daoxiang Village, Guangzhou Restaurant and Wufangzhai were the most eye-catching, with prices ranging from 50 yuan to 300 yuan. Among them, the traditional mooncakes with simple packaging, such as bean paste, coconut paste and five kernels, have regained public love. Many customers said that they mainly buy moon cakes at home or give them to relatives and friends, so they pay more attention to cost performance, and the categories are mainly low-sugar and low-calorie old traditional tastes.
Some mooncake brand stores and baking shops reduced the sales of over-packaged mooncakes, and began to approach consumers actively, offering mooncake baking courses and inviting consumers to interact with pastry chefs. In Chaoyang Joy City, Xizhimen Kaide MALL, and oriental ginza Lane, many DIY bakery shops have advertised courses such as "Flowing Moon Cake" and "Frozen Moon Cake", with prices ranging from 128 yuan to 388 yuan.
Liu Meiting, a Beijing mother who has been on business all the year round, decided to take her 5-year-old daughter to a bakery to make moon cakes this year. She told reporters that the moon cakes made by herself are cheaper than those sold in shopping malls because of saving the time cost of baking and making fillings more easily. Making moon cakes by yourself not only increases the opportunities for parent-child interaction, but also shows sincerity in giving them away.
"Now moon cakes are returning to the original meaning of reunion, and the utilitarian exchange function has been diluted." Liu Meiting feels that this makes the cultural significance of family reunion and happiness carried by the Mid-Autumn Festival more "original".
In addition to the hot moon cake market, Mid-Autumn Festival and National Day are also traditional food and beverage consumption seasons. During the two festivals this year, a series of food promotion activities in various places continued to be carried out. In Beijing, the International Western Food Festival, the Mid-Autumn International Food Festival and the Shunyi Flower Port Chrysanthemum Light and Food Festival of the 2018 Beijing International Food Festival have been opened one after another. In Zhuhai, Doumen Food Festival will be officially launched on October 1st. In Changsha, the International Food Expo introduced all kinds of delicious food, which attracted many "foodies".
At the same time, some consumers choose to look for traditional memories in time-honored restaurants. During the Mid-Autumn Festival, some catering enterprises in Beijing launched special family dishes with the theme of "reunion", which were both homely and affordable, and were well received by the market. On September 24th, the Mid-Autumn Festival, consumers who went to old restaurants such as Donglaishun, Cheap Square and Zhimeilou had a long queue. "During the three-day Mid-Autumn Festival holiday, the box has already been fully booked, and customers started booking a month ago." Manager Li of Taoranting Store in Zhimeilou introduced.
According to the statistics of Beijing Municipal Commission of Commerce, during the Mid-Autumn Festival, mass catering was sought after by the public, and the turnover of Meizhou Dongpo Restaurant and Jindingxuan increased by more than 10% year-on-year. The turnover of time-honored catering enterprises such as Quyuan Restaurant and Ma Kai Restaurant increased by more than 5% year-on-year.
Online shopping: both fast and true
Using big data, artificial intelligence and other technical means to upgrade the production, circulation and sales of goods, and deeply integrate online services, offline experiences and modern logistics are the new trends of this year’s "Double Festival".
Among them, the marketing of Yangcheng Lake hairy crabs is "going into the lake from heaven", and the Internet technology is fully applied. Although the "Opening Lake" time announced by Yangcheng Lake hairy crabs this year is September 21st, the related "pre-sale coupons" and "subscription coupons" have already been on sale.
According to statistics released by Tmall, on September 9 alone, the platform traded 3.9 million hairy crabs. Shanghai, Beijing, Hangzhou, Guangzhou and Shenzhen are in the forefront of consumption. "Crab powder" born in 1984-1993 is the mainstream, "eating" 51% of the share.
"Fast" is the key word of hairy crab marketing this year. In order to win this "fresh-keeping war", several major e-commerce platforms have tried their best to innovate logistics distribution methods in an effort to "deliver directly" and "arrive immediately". JD.COM Fresh uses drones to deliver fresh crabs for the first time in the industry, and it can deliver freshly caught crabs within 48 hours in nearly 300 cities across the country, among which consumers in more than 190 cities can receive live crabs within 24 hours. Alibaba announced that from September 26th, consumers in Beijing, Shanghai, Guangzhou and Shenzhen can enjoy the "one-hour delivery" service after placing orders at Tmall Supermarket, and so on.
Xue Cheng, a "senior foodie" who lives in Guanganmenwai Street, Beijing, ordered a delivery voucher for Yangcheng Lake hairy crabs worth 1188 yuan on a shopping website early. It took less than 24 hours from placing an order to receiving the goods. "When I got the courier, 12 hairy crabs were still alive and kicking, so fresh."
Xue Cheng told reporters that while pursuing "fast", this year’s hairy crab e-commerce has put more emphasis on "genuine goods" and "quality and quantity". Some merchants have docked blockchain technology and supported the traceability of hairy crab products to dispel consumers’ concerns about "bathing crabs" and "branded crabs". "As long as you take out your mobile phone and scan the anti-counterfeiting label at the seal of the outer packaging box, you can get a lot of information such as the place of origin, growth environment, quality inspection report, fishing date and so on." Xue Cheng said.
There are endless promotion methods, not only Yangcheng Lake hairy crabs. During the "Double Festival" this year, all localities actively innovated marketing methods around the demand for consumption upgrading. A number of e-commerce platforms integrate modern technological elements such as scene shopping, experiential shopping and live video broadcasting, and launch activities such as shared consumption and online and offline sharing discounts to attract consumers’ attention. The signs of online retail driving consumption upgrading are becoming more and more obvious.
Travel: more personalized
Since ancient times, autumn has been sad and lonely, and I say autumn is better than spring. For people who like to travel, this year’s Golden Week is a veritable "spell holiday week". The spell holiday strategy of "please take 6 breaks and 16 breaks" and "please take 5 breaks and 14 breaks" has made many office workers eager to move as early as a few months ago.
Many online travel platforms have predicted that this year’s National Day holiday will usher in a new round of long-distance travel boom. Ctrip predicts that the number of outbound tourists in China will reach 7 million during the National Day holiday this year, accounting for about 5% of the outbound tourists in the whole year. Among them, 56% tourists will choose long-distance tours for more than one week, such as Europe, Eastern Europe, the United States, Canada, Australia and New Zealand.
According to the statistics of Mama Donkey, since the beginning of July this year, China has entered the growth period of long-distance outbound tour products for the National Day, and August is the peak of domestic long-distance tour bookings, and Zhou Bianyou bookings have increased substantially in September. Beijing, Sanya, Xiamen, Lijiang, Xi ‘an, Chengdu and Guiyang have become popular cities for long-distance travel in China. Japanese, Singaporean, Vietnamese, Thai, China and Hongkong are among the top destinations for outbound travel.
Judging from the crowd of tourists, the proportion of orders for two to three people to travel exceeds 70%, with one big and one small, two big and one small becoming the mainstream, and "taking the baby to travel" has become the new normal of the National Day holiday. Among them, Disneyland, Chimelong Happy World, Haichang Polar Aquarium, Beijing Zoo and chengdu research base of giant panda are favored by parents and family tourists.
According to the forecast report released by Gaode Map, since the Mid-Autumn Festival is separated from the National Day by 6 working days, it is expected that there will be several small travel peaks, and the greater travel demand is still concentrated during the National Day. October 3 rd is the first choice for peak travel.
It is worth mentioning that with the increasing experience of tourists, the tourism income has gradually increased. The demand for personalized travel is gradually increasing. Compared with group travel, free travel is increasingly favored. Especially for young people, they care more about the quality, depth and customization of travel. In addition to traveling, the importance of food, shelter, transportation, shopping and entertainment in tourism has been continuously strengthened.
Of course, it is inevitable to book a hotel when traveling on holidays and planning ahead of time. Many consumers are used to booking rooms online, but while enjoying convenience, disputes sometimes occur. In this regard, China Consumers Association reminds consumers that after booking online, it is best to confirm directly with the reserved hotel phone number before they can travel with confidence. At the same time, it is suggested that consumers should pay attention to the decoration of the hotel when booking the hotel, and try to avoid choosing to stay in the newly renovated hotel in case the decoration pollution is too heavy to make it impossible to stay. (Economic Daily China Economic Net reporter Li Hualin)