Hairy crab e-commerce war begins: JD.com's "Fresh to Fresh" pre-sale volume exceeds 100,000
As the Mid-Autumn Festival and National Day approach, hairy crabs, as a seasonal popular product, have once again become a must-fight place for e-commerce platforms. JD.com recently announced that its pre-sale brand "Fresh to Fresh" has exceeded 100,000, firing the first shot in the e-commerce war between hairy crabs. This article will analyze the battle situation of the hairy crab e-commerce market this year from the perspectives of market data, platform competition, consumer preferences, etc.
1. Overview of hairy crab market data
According to public data, the output and price trends of hairy crabs in major production areas in 2023 are as follows:
| Produce area | Estimated output (tons) | Average selling price (yuan/only) | Year-on-year increase |
|---|---|---|---|
| Yangcheng Lake | 1,100 | 80-150 | +8% |
| Hongze Lake | 2,800 | 50-100 | +5% |
| Taihu | 3,500 | 40-90 | +6% |
It can be seen from the data that due to the impact of the climate, the overall production of hairy crabs this year is the same as last year, but the price generally rose by 5%-8%. Among them, Yangcheng Lake hairy crabs still occupy the high-end market, while Hongze Lake, Taihu Lake and other production areas have become cost-effective choices.
2. The competitive landscape of e-commerce platforms
At present, major e-commerce platforms have fully launched pre-sale of hairy crabs, and the competitive strategies have their own focus:
| platform | Main brand | Pre-sale volume (10,000) | Core Offer |
|---|---|---|---|
| JD.com | Fresh enough | 10+ | 100 off for every 299 |
| Tmall | Crab 1 | 8.5 | Buy one get one free |
| Pinduoduo | Mrs. Crab | 6.2 | Tens of billions of subsidies are reduced by 30% |
With its "Fresh to Fresh" brand and logistics advantages, JD.com currently ranks first in pre-sale volume; Tmall attracts consumers through the "buy one get one free" promotion strategy; Pinduoduo continues its low-price route, and some products are only 70% of those of other platforms.
III. Analysis of consumer preferences
According to consumer survey data, hairy crab purchase behavior this year shows the following characteristics:
| Preference factors | Percentage | Year-on-year changes |
|---|---|---|
| Logistics timeliness | 45% | +12% |
| Price discount | 30% | -5% |
| Brand Certification | 25% | +8% |
It is worth noting thatLogistics timelinessOvertaking prices for the first time has become the most concerned factor for consumers, which explains the significant driving effect of JD's "next-day delivery" service on its pre-sale volume. At the same time, the importance of brand certification continues to rise, and geographical indication products such as Yangcheng Lake are more popular.
4. Industry trend forecast
Based on the current data, the hairy crab e-commerce market may show the following trends in 2023:
1.Presale cycle extended: Each platform advances the pre-sale time to late August to seize early customer base;
2.The proportion of live streaming goods increased: It is expected that 30% of sales will be completed through live broadcast channels, and the special performances of top anchors have become standard;
3.Package sales become mainstream: Sales of gift boxes containing vinegar, ginger tea and other accessories are expected to increase by 40% year-on-year;
4.Anti-counterfeiting technology upgrade: The application rate of new technologies such as blockchain traceability and AI crab buckle will reach more than 60%.
As the Mid-Autumn Festival approaches, the hairy crab e-commerce war will continue to escalate. Can JD.com maintain its lead? How will Tmall and Pinduoduo fight back? We will continue to pay attention to this annual peak showdown of fresh food e-commerce.
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