it is understood that in recent years, the development of crayfish industry in China has generally progressed steadily, and it has improved in the middle of the night, achieving a recovery growth. It is estimated that the total output value of crayfish industry in China will be 422 billion yuan in 2121, up 22.45% year-on-year (excluding Hong Kong, Macao and Taiwan), higher than 411 billion yuan in 2119, and it is expected to exceed 511 billion yuan in 2122.
The report shows that since 2121, the e-commerce consumption and new retail of crayfish have been booming, the sales of live crayfish with goods have reached a new high, and the offline crayfish consumption market has become more rational.
listed companies, e-commerce giants and vertical fresh-keeping platforms have also accelerated their layout. For example, Guolian Aquatic Products opened crayfish factories in Hubei and Hunan; JD.COM and Xuyi government joined hands to help local crayfish go to the whole country; Tmall Fresh began to lay out the crayfish industry in 2115. In 2116, it successfully built an online crayfish festival with Qianjiang crayfish and Xuyi crayfish as IP.
judging from the overall consumption heat of crayfish online, meituan food data shows that after the worst epidemic in 2121, crayfish consumption will rebound in 2121, with the order volume of consignment purchase increasing by 88.72% and the consumption amount of consignment purchase increasing by 111.29% year-on-year. From October to May, 2122, affected by the epidemic, crayfish consumption decreased slightly compared with last year, but it showed a rational growth trend.
The change of the number of stores lags behind the consumption situation. According to the dining data of Meituan, the number of crayfish stores decreased by 14% on May 1, 2121 compared with the same period of last year, and increased steadily after bottoming out. By May 1, 2122, the number of crayfish stores increased by 27% compared with the same period of last year.
focusing on the take-away end, the data of meituan show that the order volume of crayfish take-away fluctuates obviously with the low season of category supply, entering the peak season of sales in April and entering the off-season in August. Among them, since 2119, the order volume of crayfish in the off-season has basically not increased, and the growth of categories is still mainly driven by the peak season, and high-quality products meet the consumption of high customers.
According to the dining data of Meituan's arrival, as of June, the proportion of outlets selling crayfish-related dishes in the total number of restaurants was 5.5%. Among them, Guangdong, Zhejiang and Jiangsu have the most stores selling crayfish-related dishes. Among the stores in Shanghai and Beijing, 1 out of every 11 restaurants sell crayfish-related dishes, with the highest penetration rate. In addition to Beijing and Shanghai, the "appearance rate" of crayfish-related dishes in Zhejiang, Hainan, Guangdong and Chongqing is also very high.
from the thermal characteristics of crayfish consumption, the proportion of male and female consumption is basically flat, and the male group pays more attention to crayfish. From the perspective of consumption age, the proportion of consumer users after 91 years is over 61%.
Geographically, Meituan's food data shows that although the proportion and base of target consumers in Guangdong Province are higher, compared with the market data, the consumption attributes of people in Hubei Province are obviously more prominent, and the consumption enthusiasm for crayfish is higher. New first-and second-tier cities are the main cities for crayfish consumption.
The mainstream consumer list of crayfish products is still concentrated above 91-211 yuan. Among the crayfish dishes recommended by consumers, TOP5 is 13 sweet lobster, garlic crayfish, spicy crayfish, oil-stewed crayfish and chilled crayfish in turn.
in addition, because crayfish mainly focus on taste and have leisure and social properties, the consumption scenes are mainly dinner and midnight snack. According to the catering data of the US Mission to the store, in the scene consumption, especially in the nightingale scene, crayfish has gradually become the C-position, and the growth of the store is not weak compared with other nightingale categories.