Food sales have increased against the trend.
E-commerce pays as much attention to snacks as fresh food. JD.COM supermarkets are throwing out various benefits, attracting mature enterprises or brands such as Arowana, Telunsu and Beijing Daoxiang Village to launch new products in JD.COM, and also attracting online celebrity brands such as Wang Baobao to take root in JD.COM. Just a week ago, Ali just released the signal that "even a small snack brand can have a big market on Tmall".
Liu Lizhen, vice president of JD.COM Group, said that in the face of new consumer demand and industry development, JD.COM has set the goal of expanding new categories and brands. Eating alone, cooking faster dishes in the kitchen and focusing on healthy food have become the focus of JD.COM. “JD。 COM's new product plan is to realize explosive new products. " To this end, JD.COM has opened a number of channels within the system to brands, such as supermarkets, supermarkets in JD.COM and channels outside the main station in JD.COM.
The persistence of new retail products has indeed given e-commerce a good-looking transcript. It is understood that the new product "Wufangzhai Zongzi Gift Box" customized by JD.COM and Wufangzhai sold more than 6,543.8+million boxes during the Dragon Boat Festival last year, and the single product sold more than 6,543.8+million boxes in the first two hours of "6. 18", making Zongzi with a unit price above 200 yuan become an online star product in the eyes of many young people. In addition, in JD.COM Station, WeChat and Qixian Supermarket, Xue Xin Cup, which was exclusively launched by Heluxue, became the darling of consumers of generation Z, with a daily sales volume of 32,000 cups.
In Ali, a new brand appeared on Tmall, which was released less than a year ago, but it has a certain market popularity. According to the food consumption data released by Tmall, the sales of 0 sugar drinks, functional snacks, low-grade trendy drinks, meal replacement milkshakes, fine coffee and semi-finished dishes increased by as much as 500% year-on-year.
In fact, e-commerce plunged into the snack field, and many snack brands suddenly broke into the consumer's field of vision, which is closely related to the fast-disappearing market environment in the past two years. "In the past year, most of the consumption growth actually came from online. During the period, the growth rate of food categories in online sales channels exceeded the overall FMCG market. " Cindy Yang, vice president of e-commerce research at Nielsen IQ in China, said.
According to the data provided by Nielsen, from April 2020 to March 20021year, the overall sales of FMCG increased by 2 1.5% year-on-year, with a negative growth of 2.6% offline. In addition, online food sales increased by 28.2% year-on-year, with dairy products, beverages and snacks increasing by 59.2%, 39.7% and 7.3% respectively.