Zongzi are also "rolled inside"! Abalone, matsutake mushrooms, and bird's nest are all here. Can you buy one for 150 yuan?

　　Sino-Singapore Jingwei, June 3 (Yan Shuxin) It's the Dragon Boat Festival again, have you eaten zongzi?

　　Sino-Singapore Jingwei noticed that in recent years, the rice dumpling market has become more and more "rolled", cola rice dumplings, coffee dumplings, spicy cabbage dumplings, abalone dumplings... More and more flavors and higher prices have refreshed consumers' perceptions of The cognition of zongzi, so that some netizens ridiculed "eating zongzi makes me feel like opening the blind box" and "the price makes me dare not put 'zongzi'".

Cola dumplings, spicy cabbage dumplings... Eating dumplings is like opening a blind box?

　　"Meat dumplings, crystal dumplings, Jiaxing Bawang dumplings, Fujian seafood dumplings, chocolate milk tea dumplings, sea urchin dumplings, eel dumplings... Eating dumplings makes me feel like opening a blind box." Recently, a video blogger posted a post on Weibo The sharing resonated with many netizens.

Someone commented, "There are only things you can't think of, there is no dumpling that you can't wrap in."

　　To talk about this year's novelty dumplings, cola dumplings must be on the list.

　　This year's Dragon Boat Festival, Pepsi Cola and Zhenzhen Lao Lao jointly launched the "Pepsi All Can Dumplings" gift box, among which the cola dumplings can be described as eye-catching.

Since the price of the gift box is not high, it is about 68 yuan after discount, which attracts many consumers to buy it for early adopters.

　　Netizens post Coke dumplings on Weibo.

Source: Screenshot of Weibo

　　In addition to cola dumplings, this year there are also new products such as spicy cabbage dumplings, coffee dumplings, durian ice dumplings, and vegetable meat dumplings.

　　Hollyland has launched 5 kinds of rice dumpling gift boxes, among which the spicy cabbage and fresh meat dumplings are the most special.

Sino-Singapore Jingwei noticed that in the flagship store of Hollyland's Tmall, a spicy cabbage and fresh meat dumpling costs about 14 yuan.

　　"Hermes in the cookie world" AKOKO launched a latte coffee dumpling.

AKOKO Tmall flagship store shows that a Dragon Boat Festival gift box coupon that includes 6 rice dumplings such as latte coffee rice dumplings and two sea duck eggs is priced at 158 ​​yuan.

　　Zhou Zero and AEON launched plant-based meat dumplings, featuring low-calorie and low-fat dumplings; Wufangzhai also launched plant-based meat dumplings gift boxes.

　　According to the "2022 Jingdong Supermarket New Taste Zongzi Consumption Trend Report" (hereinafter referred to as the "Report") released by JD Supermarket and JD Consumer and Industrial Development Research Institute, there are more than 130 new taste Zongzi on sale on the platform.

The "Report" mentioned that there are obvious differences in the acceptance of new flavors of zongzi by different consumer groups. Among them, male consumers prefer to try new flavors, and prefer salty flavors, women prefer sweet, and sweet and salty zongzi preferences are clearly differentiated.

Overall, consumers aged 26-35 are the most willing to try new things.

On the 2nd, the topic "Salt zongzi sales are 4 times that of sweet zongzi" and it was once ranked first in the hot search on Weibo.

A zongzi is 150 yuan, and high-end ingredients such as abalone are included in the "zongzi"

　　In addition to more and more novel tastes, this year's Dragon Boat Festival, high-end ingredients such as abalone, matsutake mushrooms, bird's nest, etc. have also entered "zongzi".

　　Sino-Singapore Jingwei noticed that this year, Wufangzhai launched the "Prosperous Wufang" rice dumpling gift box, including two abalone and pork belly rice dumplings; Daoxiang Village's "Paddy Field Diary·Autumn Reality" gift box also contained a steamed rice dumpling wrapped in abalone; Yuanzu also launched a "Mingli" gift box with abalone dumplings and pine mushroom dumplings...

　　Screenshot of e-commerce platform

　　In addition to traditional zongzi brands, some "Internet celebrity" brands have also launched zongzi products containing high-end ingredients such as abalone, eel, and bird's nest.

Among them, the "Shan Hai Rong Yi" rice dumpling gift box launched by My Mind • Forbidden City Foods contains 4 different flavors of "Buddha Jumps over the Wall", including fresh abalone, ham, etc.; There are two abalone dumplings, roast duck dumplings, and bird's nest liquid dumplings; Lele Tea and the bosses jointly launched the "Zongtou Xi" gift box, which consists of 6 dumplings including dried scallop XO sauce abalone dumpling and secret sauce eel dumpling. .

There are "strong materials" inside, and the price is relatively high.

Sino-Singapore Jingwei saw on the e-commerce platform that the retail price of Lele Tea's "Zongtou Xi" gift box is 169 yuan, the event price is 139 yuan, and the average price of a zongzi is over 20 yuan.

The price of Dadong's "Dong Zong·Zhenxiang Collection" gift box is as high as 1,098 yuan, and the discounted price is also 898 yuan. In addition to gifts such as aprons, knives and forks, the next zongzi costs 150 yuan. Among them, abalone zongzi is said to use A whole Long Island three-headed abalone and high-end ingredients such as Italian black truffle.

　　Screenshot of e-commerce platform

　　The "Report" shows that the consumption of rice dumplings is becoming more personalized, high-quality and high-end, and high-end ingredients such as abalone, pine mushrooms, and bird's nest are favored.

In addition, the "addition" of local food ingredients has also renewed the taste of zongzi and has been recognized by consumers.

Among them, Matsutake fresh meat dumplings, Buddha jumps over the wall dumplings, and spicy crayfish dumplings all led the new consumption trend of new-flavored dumplings with a month-on-month increase of more than 10 times.

The elimination rate exceeds 50% and still insists on new, why is the little zongzi so "rolled"?

　　Some consumers are willing to try new ones, while others prefer the traditional taste of rice dumplings.

　　"I'm a northerner, and I prefer sweet rice dumplings. In my opinion, rice dumplings should have flavors such as candied dates, red bean paste, and red bean. What kind of strange flavors are snail rice dumplings, durian dumplings, etc., I really can't accept it." Ms. Yu from Beijing said.

　　It is worth mentioning that the new products of zongzi are replaced quickly and the elimination rate is also high.

In an interview with the media, a relevant person from Zhiweiguan revealed that the user stickiness of Zongzi is poor, and the elimination rate of new products will exceed 50%.

Zhiweiguan basically releases about 10 new flavors of zongzi products every year, and about half of the new products can be kept for the next year.

　　"The main purpose of launching new products is to attract consumers' attention and attention. Of course, we will also check the taste, but once we realize that the freshness of consumers' enthusiasm for this product has passed, we will withdraw it." According to the personage, according to experience, the classic models with the keynote of "sweet in the south and sweet in the north" are the most popular among consumers, but from a marketing point of view, they will still insist on launching new products every year.

　　The relevant person in charge of Missing Foods also introduced to Sino-Singapore Jingwei that consumers’ choice of zongzi is still dominated by traditional tastes, which are salty in the south and sweet in the north. , egg yolk meat, chestnut meat is the mainstream.

New products are eliminated every year, why are the little dumplings so "rolled"?

　　Bai Wenxi, chief economist of IPG China, pointed out that new flavors of rice dumplings are emerging in an endless stream. On the one hand, enterprises are seeking to cater to consumers’ changing tastes, and on the other hand, enterprises are seeking product differentiation under competitive pressure. inevitable choice.

　　Sino-Singapore Jingwei noticed that in recent years, more and more players have entered the dumpling market.

In addition to traditional brands such as Wufangzhai, Sanquan, Sinian, and Daoxiangcun, some catering companies and snack brands have also entered the game, such as Donglaishun, Naixue's Tea, and Three Squirrels.

According to data from Tianyancha, the number of Chinese zongzi-related enterprises has grown steadily in recent years, and more than 1,000 zongzi-related enterprises will be added in 2020.

As of May 20, more than 260 zongzi-related enterprises have been added in China in 2022.

　　Lai Yang, a member of the Expert Committee of the China Chamber of Commerce, also mentioned in an interview with Sino-Singapore Jingwei that Zongzi is a seasonal food and does not have rigid needs. It often needs some uniqueness to stimulate consumers' desire to taste new things, especially for some cross-border participation. As far as consumers are concerned, in the face of the natural advantages of time-honored brands in the brand, developing related products with unique tastes based on the characteristics of their own industries, on the one hand, can reflect their core competitiveness, on the other hand, they can also be more suitable for young consumers. The consumption characteristics of seeking novelty and seeking differences, so as to gain more attention.

　　Chinese food industry analyst Zhu Danpeng also mentioned that some innovations in ingredients, taste, promotion, etc. of enterprises are also one of the ways for them to approach young consumers and meet their core needs.

　　However, Lai Yang also pointed out that

The gross profit rate is 40%, and there is a company selling rice dumplings with a half-year income of 1.7 billion

　　It should be noted that despite the fierce competition, the Zongzi industry still maintains relatively high interest rates.

　　According to the prospectus of Wufangzhai, the gross profit margin of the rice dumpling industry is generally at a relatively high level.

According to the data disclosed by the listed companies Sanquan Foods and Taoli Bread, since 2012, the average gross profit margin of the rice dumpling industry has fluctuated around 40%.

　　　　Screenshot of Wufangzhai's prospectus

　　Wufangzhai introduced in the prospectus that in 2015, the market size of Chinese rice dumplings was 4.916 billion yuan, and it will grow to 7.337 billion yuan in 2019, with a compound annual growth rate of 10.53%.

　　Wufangzhai's main products are traditional seasonal foods such as zongzi and moon cakes. At present, the company's IPO has successfully passed the meeting, and it will soon become the "first share of zongzi" in A-shares.

Data shows that in the first half of 2021, Wufangzhai’s main business achieved revenue of 2.030 billion yuan, of which zongzi products accounted for 1.707 billion yuan, accounting for 84.06%, and the gross profit margin was 46.18%.

　　According to the prospectus of Wufangzhai, the market size of Chinese rice dumplings is expected to grow to 10.291 billion yuan by 2024, and the compound annual growth rate from 2020 to 2024 is expected to be 7%, which will still maintain a good development trend.

　　The aforementioned person in charge of Missing Foods also introduced to Sino-Singapore Jingwei that in recent years, with the continuous rise of the national tide, the people's attention to Chinese traditional festivals has increased day by day. It is estimated that the overall growth of the Zongzi market during the Dragon Boat Festival this year is relatively optimistic.

(For more reporting clues, please contact the author of this article, Yan Shuxin) (Sino-Singapore Jingwei APP)

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Responsible editor: Luo Kun