Whip Maowa Report As Mid-Autumn approaches, hairy crabs and mooncakes are in full swing. "What you see and think can be obtained immediately" has become a new trend in consumption this year's Mid-Autumn Festival. According to Meituan Takeaway, the week before Mid-Autumn Festival , the search volume of "fresh hairy crabs" increased by more than 30 times year-on-year, and sales also increased by 144% compared with the same period last year. Beijing, Chengdu, Shenzhen, Guangzhou and Wuhan became the first to eat crabs before the Mid-Autumn Festival. The most cities. In addition, ice skin, fresh meat mooncakes, etc., which have relatively short shelf life and higher requirements for delivery timeliness, are also selling well on the instant retail platform, with sales increasing by 166% year-on-year. Overall sales of mooncakes increased by 90% year-on-year, and Beijing, Shanghai, Chengdu, Shenzhen and Guangzhou became the cities with the most mooncakes purchased.
Instant retail allows mooncakes to "buy as you eat" ice skin , fresh meat mooncake sales increased by 166% year-on-year
Over-packaging and "sky-high-priced" mooncakes have become topics of public concern recently. "Mooncake gift boxes are often 700 or 800 or even 100,000 yuan, and the price is all spent on packaging." Ms. He from Guangzhou said that she recently found that there are many bulk mooncakes to buy on takeout, which not only ensures the festive sense of ceremony, but also makes it more economical and affordable. .
According to Meituan Takeout, the sales of mooncakes in the week before the Mid-Autumn Festival this year, in addition to excluding gift products such as "Meisin Liuxin Cream Yellow Moon Cakes", some bulk mooncakes are also popular. Ice Skin Mooncake , fresh meat mooncakes and other mooncakes with relatively short shelf life and high requirements for delivery timeliness rank high, with sales growing rapidly, up 166% year-on-year. The relevant person in charge of Meituan Takeout introduced that "the service experience with a fastest delivery of 30 minutes can make consumers feel more at ease when purchasing products such as ice-skin mooncakes, fresh meat mooncakes, etc. "
" In addition to eating by themselves, the instant retail platform is now available. The abundant supply has also 'saved' many consumers who forgot to buy mooncake gift boxes as the Mid-Autumn Festival approaches. "A relevant person in charge of Meituan Takeout introduced that the search volume of "mooncake gift boxes" increased by more than three times month-on-month last week, among which, Meixin Liuxin Creamy Yellow Mooncakes" became the most popular gift mooncake, with sales volume increasing by nearly 140% year-on-year.
Hairy crab sales increased by 144% year-on-year. Experts: Buying live crabs in real-time retail is fresh and guaranteed.
. Last year, I bought hairy crabs and bought crab coupons online. I gave them to relatives as gifts during the Mid-Autumn Festival. Later, people told me that I had been waiting for several months. It's too embarrassing." Ms. Xu, who lives in Beijing, told reporters, "I just bought it directly with takeaway this year. Although Yangcheng Lake hairy crab has not yet come down, crabs in other places are also good. The most important thing is to place an order immediately You can receive fresh live crabs. "
According to Economic Daily , the biggest problem with crab card crab coupons is the false price, weight injection, doubts about quality, excessive paper coupons, etc. There are too many routines for consumers to experience shopping Difficult to guarantee. In this regard, industry experts said, "The popularity of instant retail provides consumers with a new choice. Through the combination of 'local supply + instant delivery', fresh hairy crabs can be delivered to consumers as fast as 30 minutes. , What you see is what you get, can maximize the freshness of the product and improve the shopping experience of consumers. "
Meituan riders take hairy crabs in the aquatic market
According to Meituan Takeout, the search volume of "fresh hairy crabs" in the week before the Mid-Autumn Festival this year was compared with last year It has increased by more than 30 times, and sales also increased by 144% year-on-year. Beijing, Chengdu, Shenzhen, Guangzhou and Wuhan became the cities with the most crabs before the Mid-Autumn Festival.
"Instant retail can achieve hairy crab delivery at most 30 minutes", which ensures the freshness of the products to the greatest extent. Moreover, many merchants who have settled in the platform also provide 'dead crab package compensation' service." A relevant person in charge of Meituan Takeout introduced that , 17 pm is the peak period for buying hairy crabs, and orders from 16 pm to 18 pm account for nearly 35% of the day. "More than 70% of those who buy hairy crabs are office workers born in the 1990s. Many users order a takeaway before getting off work and takeaway after getting home. It's also here, fresh crabs are steamed directly in the pot. "
At present, consumers' "instant consumption" habits are gradually moving from emergency response to daily life. This Mid-Autumn Festival, whether it is daily purchases or emergency gifts, instant retail platforms can meet consumers' shopping needs. "In the future, we will join forces with more merchants to enrich platform supply and bring consumers a better shopping experience." said a relevant person in charge of Meituan Takeout.
