A picture provided by the interviewee (same below)
Ear the twelfth lunar month, prepare New Year’s goods! As New Year's Day and Spring Festival approach, the peak sales season for reunion dinners, New Year's Eve dinners and semi-finished products has arrived as scheduled. According to Shanghai's Spring Festival epidemic prevention and control requirements, "not leaving Shanghai unless necessary" is encouraged to reduce the flow of people, and the demand for citizens to have reunion dinners and New Year's Eve dinners at home has increased. According to survey data from the Shanghai Business Information Center, more than 70% of citizens choose to have dinner at home during the Spring Festival, and more than 50% choose to buy New Year’s Eve dinner set meals/New Year’s dishes. Recently, the Shanghai Commerce Commission also released the first list of takeaway companies for reunion dinners and New Year’s Eve dinners to help citizens “reduce mobility and keep their delicacies.”
Who is buying the "Daojia" New Year's Eve dinner?
Survey data from the Shanghai Business Information Center shows that more than 60% of people over 60 years old are willing to buy cooked food or semi-finished products when preparing the New Year’s Eve dinner. The post-60s and 70s are more willing to buy "ready-made" and have become the main consumer force of "home-departed" New Year's Eve dinner.
"Thinking openly" is reflected in the choice of price. It is a general consensus to eat better during the Chinese New Year. 45.3% of consumers are willing to choose a package of 800-1,200 yuan, and more than 28% of consumers choose high-end gift boxes above 1,200 yuan.
From the number of people eating, the specifications of small and medium-sized families of 6-8, 4-6 people are still mainstream, accounting for more than 70%. However, due to the changes in the population structure of "aging", "late marriage and few children" and "single people", people under 30 and people over 70 expressed their hope to purchase New Year's Eve dinner packages that support less than 2 people.
What "home" New Year's Eve dinner do you like to buy?
From the perspective of cuisines, such as Shanghai Old Hotel, Shanghai International Hotel, Shen Dacheng, Lanxin Restaurant, Shaoxing Hotel, etc., and Jiangsu and Zhejiang cuisines are still the first choice for Shanghai reunion dinners; followed by Cantonese restaurants such as Xinghualou, Xinya, and Guangzhou. More than 20% of people under the age of 30 are willing to buy New Year’s Eve dinners in Wangxiang Garden and Phoenix Xiangyu.
From the taste of dishes, traditional classic New Year-style dishes are the first choice for consumers of all ages, accounting for more than 80%; at the same time, consumers are also willing to try new flavors. Nearly 40% of people under 50 prefer to choose "restaurant specialty items", and 20% of people under 30 prefer to choose "Internet celebrity dishes".
At the launch ceremony of the New Year’s Eve dinner, many restaurants also brought their “Internet celebrity dishes” and “restaurant specialty items” to display. Pot vegetables have become a hot topic this year, including Shen Dacheng's Shanghai New Year's Vegetable Seafood Pots, Guangzhou's reunion pots "Baluo All Things", Xibei Fushou Double-Fu and Longevity "Full of the Scent of the Scent of the Tan·Buddha Jumps over the Wall", etc., and others include the signature Pu'er braised pork with lotus breeze and drizzle, Shaoxing Hotel dried bamboo shoots, vegetable and pork with pork.
From the packaging form, people over 60 who have rich cooking experience prefer to be able to "independent products and combine them by themselves"; people under 30 years old tend to buy cooked dishes and ingredient gift packs. For example, purple swallow New Year's Eve dish - purple gas comes from the east, with chickens, meat, fish and shrimps, reunion and New Year's flavor, auspicious meanings are all included; a list of food and family banquets; Longshen Preferred Eight Dishes Gift Boxes and other semi-finished gift boxes; Longmen Aquatic New Year's Eve dinner gift packs, Aisen cold fresh meat gift boxes, Songlin Tiger Year's Big Gift Box and other food gift boxes under Shanghai Aquatic Products Group.
Where can I buy the "Daojia" New Year's Eve dinner?
From the perspective of purchasing channels, more than 50% of consumers tend to buy in "brand chain catering", and "flavors, cuisines, and producer brands" are the main reasons for their choice to buy; nearly 50% of consumers tend to buy in "fresh food e-commerce", mainly for people under 50 years old, and they are more concerned about the "convenience of delivery"; at the same time, time-honored brands such as First Food are becoming increasingly active in club operations, attracting customers through member community pushing videos and live broadcasts. This year, No. 1 Food has launched three New Year’s gift box products for the first time. Considering that customers are not convenient to carry when shopping, it has also launched three New Year’s gift boxes gift cards. Scan the code to redeemed online and you can deliver the goods to your home.
"2022 Shanghai Taste·New Year's Eve Dinner Promotion Activity" was also officially launched at the First Food Bailian Central Store, attracting well-known restaurants such as Shen Dacheng, Xinya, International Hotel, Xibei, Hutchison Shoucai, Shaoxing Hotel, Guangzhou, Lotus Breeze and Drizzle. Ziyan, Weizhixiang, inventory of delicious food, Longmen Aquatic Products, Aisen, Dajiang, Lianhao, Songlin, Longshen and other cooked food, semi-finished products, and food ingredient companies displayed the 2022 main New Year's Eve Dinner Gift Box.
The organizer said that he has received nearly 200 registered products from more than 40 companies, and will continue to collect them in the future. Through expert and media reviews and industry seminars, the "Shanghai Taste·2022 Shanghai New Year's Eve Dinner/Tianjia New Year's Food Hot List" was released in mid-January, allowing more companies to understand and grasp the trend of New Year's Eve Dinners, lead the trend of consumer trends, and allow more consumers to buy their favorite New Year's Eve Dinners.
Xinmin Evening News reporter Zhang Yuyun
