Dingdong Maicai, a fresh food supply chain enterprise, recently released its “2021 Consumption Trend Report“. The report shows the living conditions of young people today and the possible consumption trends for the coming year. It also presents some ideas on how to better meet the needs of users.
Under the general high-pressure working and living conditions of young people, high-quality 3R-products and services (specifically, ready to cook, ready to heat, ready to eat) have been a common go-to solution.
According to Dingdong Maicai, in 2021, the sales volume of 3R has increased by 300% compared with 2020, and 3R-type orders occupy over 40% of all orders placed. In addition, more than 70% of users who buy 3R products and services are under 35 years old. In terms of time, orders for 3R on weekdays and weekends accounted for 66% and 34% respectively.
On Dingdong Maicai, 3R included read-to-cook cut and washed clean vegetables in addition to meat dishes that were independently produced and can be served after unpacking and reheating.
3R dishes are now considered high-end and are often able to provide the taste similar as those in a restaurant. Even catering options such as hot pot can be done at home. Dingdong Maicai launched “Ding Dong Da Man Guan” especially for consumers desiring hot pot at home. In September last year, the first batch of 18 flavors of hot pot and a variety of flexible menu items/combinations were launched in this series. These dishes are convenient and fast to cook, and ensure the freshness of food and the purity of raw materials.
According to the report, Dingdong Maicai users now have higher demand for safe, and traceable foods, aspects that have becomea principle for the company to develop diversified and differentiated products.
In 2021, the scale of direct acquisition in Dingdong Maicai and the sales volume of organic foods supplied to Hong Kong remained high. The proportion of direct acquisition in fresh producing areas was nearly 80%, and the sales volume of organic and vegetables supplied to Hong Kong increased by 121%.
Last year, Dingdong Maicai also established a category for “Bao Ma Yan Xuan”, which means special selection for baby’s parents. With the new labeling, the.company put forward stricter and higher product access standards. At present, the average repurchase rate of products in Bao Ma Yan Xuan has exceeded 45%, and the highest unit price reaches as high as 91 yuan.
In addition, flowers, one of the key business of Dingdong Maicai in 2021, have been recognized by a large number of users. The report shows that the last year saw Dingdong Maicai send more than 180 million flowers to 5 million families.