Bakery, coffee shop, foreign fast food all come to grab the Internet celebrity zongzi with multiple tastes.

Professional barista communication, please pay attention to coffee workshop (Weixin Official Accounts cafe_style )

Next week is Dragon Boat Festival, as a traditional holiday food dumplings these days began to enter the hot season. The reporter noticed that merchants in various zongzi sales channels adopted different strategies to attract consumers: supermarkets and time-honored brands focused on traditional tastes, baking shops fought for healthy concepts, coffee shops played beauty shows, foreign fast food restaurants played Chinese and Western brands, and online zongzi made a big fuss about new and strange tastes.

Each channel sells zongzi with accurate target

In each large supermarket in Xicheng, zongzi has been settled for a month, concentrated mostly for some old brands in Jiangsu and Zhejiang areas, such as Wufangzhai, Zhenzhen Lao Lao, Mu Guiying, etc. According to supermarket salespeople, two vacuum-packed zongzi suitable for family consumption have been selling particularly well recently, with prices concentrated between 10 and 15 yuan. At the same time, as the festival approaches, some gift boxes assembled with salted duck eggs also begin to enter the peak sales period, and the price is mostly around 70-100 yuan.

In recent years, many bakeries that usually specialize in pastries are reluctant to give up the traditional holiday market. In some baking stores, the reporter saw that the store will gift box zongzi placed in a more eye-catching position, many of which are the main healthy zongzi, such as miscellaneous grain dumplings, purple potato dumplings. Compared with supermarkets, these gift box zongzi prices are relatively high, such as a bakery 12 zongzi prices 158 yuan, equivalent to 13 yuan a, more than twice as expensive as ordinary zongzi.

Traditional holiday products from coffee shops such as Starbucks have always won with high looks. Although many consumers who have tried it generally say that "selling is much better than taste", and the price of a small zongzi is close to 20 yuan, many consumers who call themselves "appearance associations" say it is difficult to resist their fresh and fashionable appearance.

Foreign fast food brand KFC has always been good at integrating into the domestic market. Last year in some cities pilot sales of KFC glutinous meat dumplings this year and out of the Jianghu. It is reported that Xicheng a number of KFC restaurants in this zongzi just opened last week, a single price of 8 yuan, take the store limited supply way. KFC recommended this year's Dragon Boat Festival new method is "eat rice dumplings + eat chicken", Chinese rice dumplings meet Western-style fried chicken, Chinese and Western, traditional and modern collision out of the Dragon Boat Festival new folk customs, so that the festival also has a different freshness.

Red rice dumplings cater to young people

From the interview to see, each channel launched zongzi for different target groups, in taste is also completely different. Supermarkets, time-honored brands taste more traditional, bean paste stuffing, meat, chestnut meat, etc., by the old Wuxi favor. Although zongzi is not the main product in baking shops and coffee shops, it is innovative in materials and tastes combined with its own product characteristics.

For example, ice skin, which is common in Western-style cakes, is applied to Chinese dumplings, while coffee shops inject cold-extracted coffee into fillings for their loyal customers.

Compared with offline stores, the types and brands of zongzi on each major e-commerce platform are richer, especially some popular zongzi, the taste is more diversified, and the speed of update iteration is faster. The reporter collected some popular red rice dumplings this year and found that in terms of raw materials, in addition to traditional white glutinous rice, the rice used for red rice dumplings includes sago, black rice, gray glutinous rice and many other kinds, as well as various natural vanilla dyed glutinous rice, and even blue rice dumplings with isatis root. The stuffing is more like a dish and fruit platter, not only Jiangsu and Zhejiang people like pickled fresh meat, south milk meat, crab powder egg yolk and other fillings, but also meet the heavy taste crowd spicy green pepper braised meat, fragrant bamboo shoots beef, spicy lobster and other fillings, as well as light food crowd like carrot pineapple apple, kumquat durian, lemon matcha and other fruit main fillings.

Seasonal food gradually became daily food

In recent years, zongzi, Qingtuan and mooncake, as seasonal foods, have been constantly innovating in production techniques and sales channels, which have lengthened the sales front. In some snack shops, these seasonal goods have also become perennial food. With the rise of e-commerce platforms, the food that can be eaten in the season does not have to be constrained by time, and technological changes allow the circulation of goods to expand geographically. A lot of festival food also touched the light of the Internet, became a new hot online celebrity, and accumulated a lot of loyal fans. Although zongzi is a popular seasonal product during the Dragon Boat Festival, many online sellers say consumers can order zongzi online throughout the year.

In the face of the popularity of "net red" zongzi, some consumers said that the development of e-commerce is a gospel for food, not only can you eat net red food at any time, but also can eat a lot of seasonal goods that can only be eaten during the festival.

Industry insiders say zongzi needs to break through the "seasonal marketing" model to change from seasonal food to daily food. While paying attention to carrying forward the traditional culture of zongzi, enterprises should also pay attention to meeting the changing dietary needs of consumers, not only to adapt to the tastes of modern people, but also to make more breakthroughs in technology and taste.