The report shows that since 2020, the e-commerce consumption of crayfish and new retail of crayfish has been hot, the sales of live-streamed banded crayfish have hit a new high, and the offline crayfish consumption market has become more rational.
Listed companies, e-commerce giants and vertical fresh food platforms have also accelerated the layout. For example, Guolian Aquatic opened crawfish factories in Hubei and Hunan; Jingdong joined hands with the Xuyi government to help the local crawfish go nationwide; Tmall Fresh began to lay out the crawfish industry in 2015, and in 2016, it successfully created an online crawfish festival with Qianjiang crawfish and Xuyi crawfish as the IP.
From the point of view of the overall consumption of crayfish online heat, Meituan food data show that after the most serious period of the epidemic in 2020, the consumption of crayfish in 2021 ushered in a rebound, the number of orders of sets of generation purchase increased by 88.72% year-on-year, and the amount of consumption of sets of generation purchase increased by 111.29% year-on-year.From January to May 2022, by the repeated impact of the epidemic, the consumption of crayfish year-on-year slightly cooled down last year, but showed a rational growth trend.
Changes in the number of stores lagged relative to the consumption situation, Meituan catering data show that: May 1, 2021, the number of crawfish stores compared to the same period last year slipped 14%, bottoming out after a steady growth, as of May 1, 2022, the number of crawfish stores compared to the same period last year, an increase of 27%.
Focusing on the takeaway side, Meituan data show that the volume of crawfish takeaway orders fluctuate with the off-peak seasons of category supply is also very obvious, entering the peak season of sales in April and entering the off-season by August. Among them, since 2019, the off-season order volume of crayfish is basically no growth, and the growth of the category still relies mainly on the peak season to pull, and high-quality products to meet the consumption of high customer orders.
And Meituan in-store catering data show that as of June, the proportion of stores selling crawfish-related dishes to the total number of catering stores was 5.5%. Among them, Guangdong, Zhejiang and Jiangsu have the most stores selling real crawfish-related dishes. Shanghai and Beijing stores, 1 in every 10 food and beverage outlets selling crawfish-related dishes, the highest penetration rate of stores. Beijing, Shanghai, Zhejiang, Hainan, Guangdong, Chongqing and other places crayfish dishes related to the "appearance rate" is also very high.
From the crayfish consumption heat characteristics, the proportion of male and female consumption is basically flat, the male group of attention to the crayfish is significantly higher. From the perspective of consumption age, 90 after the consumption of users accounted for more than 60%.
From a geographical point of view, Meituan food data show that although the target consumer population in Guangdong Province accounted for a higher percentage and base, but compared to the broader data, Hubei Province, the crowd consumption attributes are clearly more prominent, the consumption of crayfish more enthusiasm. New first-tier and second-tier cities are the main cities of crawfish consumption.
The mainstream consumption of crawfish products customer orders are still focused on more than 90-200 yuan. In the consumer recommended crawfish dishes, TOP5 in order of thirteen spiced lobster, garlic crawfish, spicy crawfish, stewed crawfish, chilled crawfish.
In addition, because crawfish focus on heavy flavors, and has a casual and social attributes, so the consumption scene to dinner and late-night snacks. Meituan to the store dining data show that in the scene of consumption, especially in the late-night snacking scene, crawfish is also gradually become a C-player, store growth compared to other late-night snacking categories, well not vulnerable.