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A bag of spicy strips costs 1.5 yuan, a bottle of mineral water costs 1.2 yuan, and a can of canned yellow peaches costs 4.9 yuan... Especially in the vast county towns, there are many mass-market snack shops.

①Offline physical stores are closing down, but mass-marketed snacks have become a brand with 10,000 stores

In the consumer goods industry, there are seven chain brands with tens of thousands of stores: KFC, Zhengxin Chicken, Wallace, Mixue Ice City, Juewei Duck Neck, Luckin Coffee and Guoquan Food.

Now, with the merger of leading snack brand Henmingmang and Zhao Yiming Snacks (becoming Mingming Henming Group), the total number of the group's stores has exceeded 10,000, and is expected to reach 13,000 by the end of the year.

Since entering the market in 2022, A-share listed company Wanchen Group has independently incubated "Lu Xiaochan" and integrated "Hao Xiang Lai", "Lai Youpin", "Adi Adi" and "Lao Lao Da Ren". The total number of stores is about to exceed 10,000, with nearly 1,000 new stores opening every month.

The market structure can be summarized in one sentence: the leading brands are expanding rapidly, and mergers and acquisitions are being launched between brands. Huatai Securities predicts that the industry's long-term space for stores is expected to reach 60,000 by 2024.

②Taste and appearance are more important than health, specifically for young people

Good-looking and delicious: The bright shopping environment and colorful high-calorie snacks in the hypermarket are like a ground full of happiness factors. For example, the word "healthy" has rarely appeared in the official statement of Snacks.

Instant gratification: Kantar Worldpanel shows that consumers still maintain their shopping habits in the field. Taking the distribution of busy snack stores as an example, office buildings, shopping malls, and schools account for more than 50%, where young people are the majority, and they not only consume, but also have experience and social needs.

High cost-performance ratio: Kantar Worldpanel shows that consumers prefer products with high cost-performance ratio, among which the penetration rate of mass-market snack shops exceeds 8%.

Fresh and fun: In order to generate long-term repurchase, in addition to high cost-effectiveness, continuous freshness is also important. For example, Haoxianglai stores have 1,900 SKUs, of which 50-100 products are replaced every month. Snacks are busy and will also introduce popular items, such as Sanrio blind boxes at 8.8 yuan each.

③Emerging leisure culture, emotional value maximized

Social currency: eye-catching signs, full displays, giant packaging, etc. It is not only a snack shop, but also a place to take photos, check in, share and communicate. There are many sharings on the Internet about topics such as "Big Big Snacks", "50r Brave, I Really Want to Come", and "Super Snacks Are Very Busy".

Nostalgia: For young people, this not only allows them to enjoy "snack freedom", but also allows them to "recall their childhood", such as Kellylai shrimp crackers, duozi wife cakes, ramen meatballs, Sanhui crispy snacks, etc.

Playing with IP: Mass-market snack shops will use theme stores as IP, build interactive scenes, and create their own content to spread. For example, Snacks is very busy naming the super-long spicy strips "1 Life 1 World Spicy Strips" as a love confession bouquet. In addition, there are variety show/TV series placements, inviting artists to endorse, and interacting with well-known brands.