As a must-have snack during the Spring Festival, confectionery companies ushered in peak sales in the Spring Festival market. This year, many confectionery companies have written articles on the zodiac, actively approaching the characteristics of the zodiac rat in terms of product shape and packaging, and are very popular. A Beijing News reporter visited and found that during the Spring Festival of the Year of the Rat, candy prices were generally stable and high-end gift boxes were popular.

"Rat Element" candy is popular

This year, many confectionery companies have written articles on zodiac rats. Such as Xu Fuji's rat gold coin chocolate, Nestle Mickey gift boxed chocolate, Alps Mickey paper album candy gift package, Disney Mickey hard and soft candy New Year's gift New Year's gift high-end gift box, Jianda chocolate candy combination gift box with mouse plush toys, and mouse Patterned funny eggs and so on.

"There are only these left on the shelves, and there is no inventory." Some supermarket employees told the Beijing News reporter that the annual output of candies with the zodiac element is small, basically in gift boxes and sold very hot. The Beijing News reporter learned in the name of the merchant from Xu Fuji's suppliers in the northwestern region that Mickey-style candy gift boxes are currently selling well, and they have been sold out online, and they need to be transferred from various places.

In addition to the "rat element" creative candy, many businesses also introduced innovative flavors of candy, such as fruit-flavored milk nougat, sandwich durian candy, peanut nut candy, and chocolate with different flavors.

In terms of consumer groups, some traditional confectionery companies are targeting young people. Before the Spring Festival, Xu Fuji manufacturers replaced Zhao Liying as a spokesperson, launched creative products, developed nougat suitable for young people's taste, etc., hoping to inject youthful vitality into the brand. Sister Ma launched a candy promotion campaign for blind boxes, and launched a series of candy activities on new media and video platforms such as Douyin, Kuaishou, and B Station, which aimed to attract the attention of the younger generation.

Candy prices overall stable

As the Chinese New Year of the Rat approaches, major confectionery manufacturers have joined the promotion war. At the Wal-Mart Supermarket in Jianguomen, Beijing, Xu Fuji and Sister Ma's bulk candy area both launched a "full 50 minus 10" campaign. The promotion means of Kenda products was to give plush toys, and Hershey Chocolate launched a buy two get one free event. Want Want even more The marketing utterance of "You are the most prosperous" was launched, and "50 minus 10" was implemented to launch a candy snack combo gift box.

The Beijing News reporter noticed that the bulk candy is currently maintained at 12 yuan / jin-30 yuan / jin, and the price of gift boxed candy ranges from tens of yuan to several hundred yuan. According to Sister Ma and Xu Fuji, a reporter from the Beijing News, the overall price of candy this year is relatively stable, there has been no big fluctuation, and the price of high-end gift boxes has increased slightly.

On January 18, the relevant person in charge of Xu Fuji told the Beijing News reporter that the company has made a lot of deployments for the Spring Festival market, such as launching high-end gift boxes that integrate classical and modern design, and developing nougat suitable for young people. Launched "Super Discount" campaign at the Business Super League. Xu Fuji expects the company's packaged confections to achieve double-digit growth, and Xu Fuji's lollipops will contribute 30% to the overall category market growth.

The relevant person in charge of Sister Ma also told the Beijing News reporter that the company has implemented "buy 50 minus 10" promotion in stores and supermarkets, and accompanied by cable blind box activities, etc. As of January 18, sales in major supermarkets were compared with the same period last year. Up 15%. Sister Ma also said that during the Spring Festival, candy sales accounted for the highest percentage throughout the year, sometimes up to 50%, and the industry's dependence on the Spring Festival market is relatively high.

The Beijing News reporter also visited and found that the number of high-end candy gift boxes increased significantly this year, and candy began to enter the gift market. For example, Xu Fuji launched the Summer Palace joint high-end gift box series, Want Want launched a toffee and snack combination gift package, Hershey launched a high-end chocolate gift box, Ma Ma launched a candy gift package series, Kinder launched a chocolate candy combination gift box and a music box candy gift box.

A northwestern region candy dealer told the Beijing News that this year's high-end candy gift box group bookings are high and there is not much inventory currently. The relevant person in charge of Sister Ma also said that the output and demand of the company's high-end candy gift boxes increased this year compared with last year.

The Beijing News reporter saw from all major e-commerce platforms that the sales of "Rat Element" candy were relatively high. As of January 18, Alpine Taobao flagship store Mickey candy high-end gift box monthly sales reached as high as 65,000 pieces. In addition, according to the staff of Wal-Mart Supermarket in Jianguomen, Beijing, there are still the most consumers buying bulk sugar, but there are also many gift box sales.

According to Kantar market data, the zero-food market in the Spring Festival of 2019 will grow by about 3.8%, and it is expected that it will also maintain steady growth in 2020, and the high-end trend is very obvious.