Traditional Culture Encyclopedia - Traditional stories - The zongzi you eat supports the market of10 billion.
The zongzi you eat supports the market of10 billion.
A plain-looking zongzi has the potential to accelerate the attack.
According to statistics, the market size of China Zongzi was 49160,000 yuan in 20 19, and it increased to 7.337 billion yuan in 2019, with a compound annual growth rate of 10.53%. The media predicted that by 2024, the market size of China Zongzi will grow to 10238+0 billion yuan.
At the same time, as the leader of the Zongzi industry, Wufangzhai recently disclosed the pre-disclosure draft of the prospectus, which is planned to be listed on the main board of the Shanghai Stock Exchange. Analysts said that if Wufangzhai succeeded in becoming the first stock of Zongzi, its market value would probably exceed10 billion.
Two hundred million, highlighting the great energy of zongzi. In fact, Zongzi is much more powerful than we know.
Zongzi appeared in China more than 2000 years ago. During the Dragon Boat Festival, wrapping and eating zongzi became a "habitual action" of China people.
In 2009, the Dragon Boat Festival was officially approved by UNESCO to be included in the Representative List of Intangible Cultural Heritage of Humanity, which was the first China Festival to be certified as a world intangible heritage. From this perspective, the Dragon Boat Festival is a festival with rich cultural heritage, which also makes Zongzi consciously or unconsciously bring a layer of "folk color".
This is the underlying logic of Zongzi molding industry.
As Kathy data analysis: "Most festivals that have been passed down to this day have a deep cultural or emotional core. The reason why they attract people is not only festivals or consumption booms, but also the emotions or blessings they carry. "
In recent years, when the national tide swept through, Zongzi, which has traditional cultural attributes and strong emotional stickiness, was favored by brands and became the "new force" of the national tide.
For example, the Forbidden City once launched a series of zongzi gift boxes with "Ice Room Coming", whose design was inspired by the Palace Museum-the "refrigerator" made of palace enamel by Qianlong imperial edict. With the help of this zongzi gift box, the Forbidden City made use of the historical knowledge of the Forbidden City, such as collecting ice in summer and storing ice in winter, which added points to its brand influence and promoted the ice room restaurant under the Forbidden City, which can be described as "killing three birds with one arrow".
Hangzhou Zhiweiguan, a Chinese time-honored brand, also launched a zongzi named "Explosive Gift Box", which also made a big fuss about the gift box, showing the traditional story of the Dragon Boat Festival with the structure of three-dimensional pictures, embroidering sachets, and playing Zhong Kui and Tiger Town. The attraction to consumers is that they can not only eat delicious zongzi, but also learn about other traditional arts of the Dragon Boat Festival, which is very "accented".
Driven by the national tide, it is not only loved by domestic consumers, but also welcomed by overseas Chinese.
As of June 9, four days before the Dragon Boat Festival, Guangdong Huangpu Customs alone supervised the export of more than 350 tons of zongzi. The media shouted: "Zongzi began to occupy the' C position' of China people's dining tables at home and abroad, and the export of Zongzi also entered a peak period."
It is worth noting that the consumption of zongzi is not only on the Dragon Boat Festival, but also has a large demand at ordinary times.
In life, many people eat zongzi for breakfast or dinner all year round. In other words, Zongzi, like steamed stuffed bun, fried dough sticks, noodles and bread, has become a just-needed food in China people's daily life.
This change in demand has been transmitted to the export end.
According to media reports, a food company in Zhejiang has sent four batches of meat dumplings samples to Japan for subsequent mass production and export. The enterprise will carry out mass production of exported zongzi in July and August, with an estimated production scale of 70 tons.
In order to pursue the booming consumer demand at home and abroad, China has established a complete Zongzi industrial chain, including glutinous rice planting, Zongzi leaves, Zongzi production and sales, etc.
According to the survey data of enterprises, there are currently 5,295 enterprises related to Zongzi in China, and the peak of enterprise registration will be in 2020, with an increase of 1026, a year-on-year increase of 7.7%.
From the industrial chain of Zongzi, there are currently 347 enterprises related to glutinous rice planting, 582 enterprises related to Zongzi leaves and 5 18 enterprises related to Ruoye.
They all welcome the rare opportunity that the market scale of Zongzi has been rising year after year.
Blessing the "heroes" of Zongzi enterprises also has a lot of social topics.
If the widespread demand of zongzi makes it play an anti-business cycle role, then social topics that are detonated from time to time will create "high flow" for zongzi, and even be detonated and sold without spending money.
Last month, during the May Day holiday, the singer Lin Yilun was stuck in Jiaxing service area. As soon as he started eating, his Weibo quickly rushed to the hot search.
Lin Yilun shouted: "There are too many delicious foods in our Jiaxing service area! Starbucks, Manji Dessert, McDonald's, Stinky Tofu, Wufangzhai Zongzi … This is great! This place is terrible! "
Zongzi manufacturers, including Wufangzhai, will probably laugh when they see this hot search. You know, Lin Yilun is stuck on the expressway, and the reading volume of related topics exceeds 1 100 million. After Lin Yilun detonated the topic, local media in Zhejiang launched a field visit to introduce Wufangzhai Zongzi again.
The point is that such social topics can cut into the consumption scene in the first time. This is because Jiaxing Zongzi can be seen in almost any service area in expressway.
This is not only the high popularity of Jiaxing Zongzi, but also because a large number of high-speed service areas are operated by Tongxiang people belonging to Jiaxing.
According to Southern Weekend, over 1200 of the more than 3,000 service areas in China are operated or partially operated by Tongxiang enterprises in Zhejiang, accounting for nearly half. According to media estimates, the annual output value of the service area industries operated by this group of Tongxiang people exceeds 10 billion yuan.
Star traffic can not be met, and tens of millions of "tap water" can not be underestimated.
Just teaching people to make zongzi can continue to ignite the topic. On the platform of Tik Tok, the total broadcast volume of the topic of "Zongzi" exceeds 3.2 billion, and the five videos with the most broadcast volume are all Zongzi tutorials except one that is funny.
Let's not talk about the debate between the sweet and salty factions for the time being. Let's talk about the blessing of zongzi, which is not unique to China people.
For example, KitKat Chocolate 1935, owned by Nestle, was founded in Britain, and 1973 was introduced to Japan. Since 20 10, the sales of KitKat chocolate in Japan have increased by 50%, making Japan the second largest market for this product in the world.
The total population of Japan is only 1 100 million. Why is coincidence so popular? It turns out that KitKat is homophonic with the word "win" in Kyushu dialect. Because of this "accident", KitKat became an indispensable mascot for Kyushu students' exams, which later spread more and more widely and evolved into a national phenomenon.
Zongzi means "high school" It's hard to say whether you can create a marketing miracle like KitKat chocolate, but it's natural to increase sales.
As for the alternative zongzi with endless brands, it directly "stimulates" young people, arouses online topics and attracts them to "try early", thus improving the brand's activity and influence.
Starbucks dumplings, spicy dumplings from Wei Long, black truffle dumplings from bosses, abalone dumplings with phoenix flavor from Nicholas Tse and durian dumplings from durian Xishi are among the best.
Some of these products may make you hard to swallow, but the New Retail Business Review believes that such a reaction will cause a rebound. The more you dislike the online celebrity Zongzi, the more you may actively embrace the classic taste of Zongzi. On the other hand, if your disgust is shared on social networks, it may arouse more people's curiosity and find out.
It is in the process of detonation, fermentation and re-dissemination of social topics that consumers' various needs for zongzi are opened and satisfied to the maximum extent. The more zongzi are sold, the industry giants have the last laugh.
Although the online celebrity Zongzi brand is very eye-catching. It is the industry giants who really eat the "big cake".
Wufangzhai is known as the "King of Zongzi in the South of the Yangtze River" in China Zongzi Market. Zongzi has been the treasure of Wufangzhai since it was founded in Jiaxing Dianhoufang 192 1 years ago.
Crucially, Wufangzhai is located in the "golden zone" of zongzi consumption in China. According to the Oteo consulting data system, from May 2020 to April 20021,the consumption of Zongzi in East China exceeded 930 million yuan, accounting for more than 80% of the national market share of Zongzi.
In contrast, the purchasing power of South China, which ranks second, is 9 1 and 49 1 000 yuan, while that of Southwest China, which ranks third, is 34,608,000 yuan, which is much worse.
As the largest consumer market of China Zongzi, Wufangzhai's century-old brand has played an important role. Rank the brand awareness of Zongzi according to the number of brand collectors on the consumption platform. Wufangzhai has a collection of 1, 450,438+0,000 people.
Chen Xiaoyu, a researcher at People's Data Research Institute, said that this shows that consumers prefer domestic time-honored brands. Following this line of thought, the New Retail Business Review believes that Wufangzhai is the most profitable brand of Zongzi in the national tide.
Of course, Wufangzhai did not stick to the "capital". Instead, I made a movie and played the joint name crazily. It also expanded the market through the addition of the network celebrity service area, which attracted the media to call "old and not serious".
In short, Wufangzhai is still playing well in selling goods and continuously adding value to the brand.
The pre-disclosure draft of the prospectus shows that the operating income of Wufangzhai is about 2.423 billion yuan, 2.507 billion yuan, 2.42/kloc-0.00 billion yuan, and the net profit returned to the mother is about 97 million yuan and/kloc-0.00 billion yuan respectively in 2020.
Whether it is revenue or gross profit margin, Wufangzhai can still play.
In this listing, Wufangzhai plans to raise 65.438+0.056 billion yuan to promote the "Wufangzhai Phase III Intelligent Food Workshop Construction Project", "Wufangzhai Digital Industry Smart Park Construction Project" and "Wufangzhai R&D Center and Informatization Upgrade Construction Project". If the project can be implemented, the playing index of Wufangzhai will be further improved.
In addition to Wufangzhai, another 80-year-old brand "Zhen Zhen Lao" is also from Jiaxing, ranking second in the brand awareness ranking of Zongzi.
Unlike Wufangzhai, which is "old and not serious", Grandma Zhen silently works for good shops and box horses. At the same time, a large number of network anchors were combined to sell zongzi, which was described by the media as "getting rich silently".
Although Wufangzhai and Grandma Zhen Zhen are eye-catching, the competition in the Zongzi market is becoming more and more fierce.
In the pre-disclosure draft of the prospectus, Wufangzhai listed Beijing Daoxiang Village, Zhen Zhen Laolao, Sanquan Food, Missing Food and Li Tao Bread as competitors.
The game and struggle of Zongzi market are mainly carried out in these brands with obvious regional labels, and the "subject" of the giants is to go out of their own base camp, open up other regional markets and give play to their brand advantages.
For this reason, the listing of Wufangzhai is not the end of competition, but the beginning of a new round of "fighting".
References:
1. Dismantle Wufangzhai IPO: the armor and weakness of "Brother Zongzi", Finance and Economics.
2. "A zongzi reflects the upgrade and strange journey of foreign goods", Bai Capital.
3. "New retail ideas: changing target users, these snacks and drinks are easily sold out", Jingwei Venture Capital.
4. Big data is hidden in Xiaozongzi, People's Data Research Institute.
5. A Zongzi Live 100, Evergreen Secrets of China Zongzi "Big Three", CBNData Research Association.
Today's topic: Come on, what kind of online celebrity zongzi did you start with, and how did it taste?
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