Traditional plus mash-up Lantern Market so "noisy"

With the 15th of the month approaching, the "South Round North Night" market competition has already begun. Old and well-known brand enterprises or play "emotional card", hand shake, stone grinding and other old craft to retain the fine taste of the Lantern Festival, soup circle, or play "innovation" brand, with promotions, new fillings to challenge diners increasingly picky taste buds.
such as black sesame seeds, five-ren, hawthorn and other traditional flavors are still the favorite of this year's Lantern Market. With the upgrading of consumption, food safety, taste and brand stories are becoming new consumer hot spots.
The Lantern Festival "war" started early
merchants as early as a year ago to do a good job of the Lantern market layout.
, according to the relevant person in charge of Beijing Rice Xiang Village, in previous years, if the public did not queue early, it is difficult to buy rice Xiang Village Lantern Festival. In response to market demand, this year's Beijing Rice Xiang Village Lantern Festival plans to produce 2.1 million pounds, an increase of 15% year-on-year, and for the first time in the e-commerce platform to open frozen Lantern.
Xinjing News reporter on New Year's Day in Beijing rice incense village, "Jingdong self-employed" shop to see, Wuren taste stone mill Lantern, black sesame flavor stone grinding Lantern, as well as "on the Yuan overflowing" "reunion fragrance" two kinds of Lantern gift box, 5 kinds of frozen soup round line hot sale, there have been more than 1400 evaluation, can be the same day or the next day distribution.
the main frozen soup round market manufacturers also do not show weakness, miss, Sanquan and other brands as early as before the Spring Festival began production and marketing layout. According to miss food related person in charge, since the beginning of January, miss will launch a raffle to grab red envelope promotion, in order to enhance the emotional communication with consumers, but also on-line a number of small games.
for Chinese New Year's Eve southern families who have the custom of eating soup round, the soup round rush actually started as early as last year's "double eleven". Ali index shows that from November 1, 2016 to January 27, 2017, the volume of soup round last year", "double eleven", "double twelve" showed two peaks, and after entering January, sales also showed an overall upward trend, "tang yuan frozen "Has become Alibaba's search conversion rate of the highest merchandise, of which "miss" ranked "frozen Chinese rice bread" popular brand third place, three full soup round, Wanchai pier soup round, imitation soup round ranked first, second and fourth in the search list of new words.
prices of raw materials such as rice flour and wrapping materials have risen, the end price has been stable this year, with no major fluctuations. At present, the market 1000g heavy soup round gift box price is concentrated in the 100 yuan range, basically the same as last year.
traditional fillings are still mainstream
the 15th is the first full moon night of the year, one after another, so it is also known as the "Yuan Festival." According to folk tradition, northerners pay attention to eating lanterns this day, while the south eat soup round. The biggest difference between the two is the production method: the soup circle with rice flour with water and noodles after filling the package made, the Lantern is directly with rice flour layer by layer rolled out, so there is also a hand-shaken Lantern.
the Beijing Rice Xiang Village Lantern Festival is popular with the public, and its traditional stone grinding milling process, to ensure the delicate quality of powder. And on the basis of two artificial ingredients, black sesame seeds, five kernels, laurel hawthorn and other traditional fillings are still the most popular taste of its stone grinding Lantern.
In addition to miss food introduction, black sesame seeds, hawthorn, five bean, soybean sand and other traditional flavors are still the mainstream of this year's frozen soup round market, but the "flower fairy" soup round in the sesame seeds, peanuts and other base materials replaced with yams and silver ears, with roses, lily and other flower raw materials, reduce the sugar content of the soup circle.
Huatian's liquor house launched a variety of secret stone grinding soup round, such as black sesame seeds, chocolate, grapefruit, black sugar sorgo, the market supply is expected to exceed 20,000 pounds. Hongbin House, famous for its traditional "stone mill soup circle", has six flavors of halal stone mill soup circle, such as chocolate and dark sesame seeds.
new taste boldly try
the old characters are also boldly trying to push new. In addition to continuing to serve more than 10 traditional Lanterns such as Wuren, Chocolate, Bean Sands, Strawberries and Roses this year, Beijing's Guoji Temple Snack Origin Shop said it has also introduced a slightly cheese-scented "New Lantern Festival".
surprises made the store's "New Lantern Festival" in short supply. One consumer who bought the Lantern Festival said, "After New Year's Day, I bought four or five Lanterns here, which is more loose and slightly milky than the traditional Lantern, a bit like cheese or butter." Li Qiuhua, manager of the origin store of the temple snacks, said, "Now every day you have to shake up about 500 pounds, still not enough to sell." It is expected that before the Lantern Festival sales peak day sales 'new Lantern Festival' about 1000 jin. In
consumers can also buy special filling soup circles on e-commerce platforms. Such as the "tank duck dog" Ningbo butter soup circle, its appearance golden, filling by pumpkin, butter, black sesame seeds, sugar laurel flowers and other components, the production process was also included in the Zhejiang Province in 2012 non-relict catalogue. In addition, there are Jiangsu Changzhou speciality leek broth round, Zhejiang Lanxi tip salty soup round, dry eat soup round and so on.
Miss food through market research, found that the mini small soup circle more and more popular with young consumers, as early as a few years ago developed a fluid filling "Ningbo pearl series small soup round", the launch of the year sales reached more than 4000 tons, the output value of tens of millions of yuan. According to the person in charge of miss food, according to incomplete statistics, the market share of small soup round category in 2016 was about 16%, up 7% YoY, and is expected to continue to grow in 2017.
experts pointed out that in the general trend of consumer upgrading, food safety is the basic threshold for many brands to enter the consumer market, and packaging, styling, taste and even the story behind the brand, are becoming a new consumer hot spot. (Reporter Guo Tie of Beijing News)