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关于“周黑鸭”的报告

本报告研究涉及企业/品牌/案例:三只松鼠,良品铺子,百草味,来伊份,周黑鸭,恰恰,盐津铺子,绝味鸭脖,天喔,淘宝网,天猫,苏宁易购,京东,支付宝,财付通,百世汇通,中国邮政

中国居民收入水平持续提高以及互联网消费习惯逐渐形成,驱动了中国休闲食品行业的快速发展。iiMedia Research(艾媒咨询)数据显示,2018年中国休闲食品电商市场销售额为621.3亿元,预计2020年该数额将突破900亿元,届时休闲食品整体市场规模有望达到3万亿元。三只松鼠选择坚果赛道并借助电商平台红利快速增长,营收规模持续扩大,2016-2018年营收年均复合增长率达25.8%。经过7年的运营,其“三只松鼠”IP化的品牌形象在全国已拥有较高知名度,产品品类不断丰富,收入结构得到优化。但随着电商平台红利消失,公司的运营成本不断攀升,利润受到挤占,对第三方电商平台的依赖逐渐转变成制约公司发展的阻碍。未来,随着公司全渠道销售网络的拓展,以及公司品牌价值逐渐释放,公司产品有望迎来量价齐升的良好局面。

The continuous improvement of income level of Chinese residents and the gradual formation of Internet consumption habits have driven the rapid development of China's snack food industry. According to iiMedia Research, the sales volume of snack food e-commerce market in China was 62.13 billion yuan in 2018, which is expected to exceed 90 billion yuan in 2020, and the overall market size of snack food is expected to reach 3 trillion yuan by then. Three Squirrels chooses nuts track and used e-commerce platform to increase its dividends rapidly. The revenue scale continued to expand, with an average annual compound growth rate of 25.8% from 2016 to 2018. After seven years of operation, its “three squirrels“ IP brand image has a high reputation in the country, product categories continue to enrich, and income structure has been optimized. However, with the disappearance of the dividend of e-commerce platform, the company's operating costs continue to rise, profits are squeezed, and the dependence on third-party e-commerce platform has gradually become a hindrance to the company's development. In the future, with the expansion of the company's all-channel sales network and the gradual release of the company's brand value, the company's products are expected to usher in a good situation of rising volume and price.

本报告研究涉及企业/品牌/案例:新希望六和,书海供应链,宋小菜,链农,信良记,即刻联盟,食云集,熊猫星厨,屏芯科技,五芳斋,小龙坎,海底捞,九毛九,大龙燚,西贝筱面村,盒马生鲜,7 eleven ,FamilyMart,超级物种,小象生鲜,便利蜂,口碑,美团点评,饿了么,喜茶,泡面小食堂,华天饮食,凯瑞餐饮,广州酒家,外婆家,蓝海酒店,陶然居,木屋烧烤,丰茂烤串,阿拉提羊肉串大王,很久以前,柳叶刀烧烤,周黑鸭,全聚德,绝味食品股份有限公司,西安饮食股份有限公司,唐宫(中国)控股有限公司,上上谦,太二酸菜鱼

2018年,中国餐饮行业收入较2017年增长18.2%,突破4万亿元,未来餐饮行业发展仍有巨大前景。同时,外卖行业发展也为餐饮提供了新的市场。截至2018年12月,中国网上外卖用户规模达4.06亿,保持较高增速。从细分品类看,正餐消费人次比2017年提高12.9%,追求品质和多样化成为主流之选;火锅行业继续保持高增速,川式火锅占据市场主流地位;烧烤行业中26-35岁年龄段成为主力消费群体;小吃门店数量稳居第一,品质升级趋势明显;新式茶饮增速迅猛,门店数量已达41万家。艾媒商情舆情数据监测系统显示,“智慧餐厅”概念在消费者口碑中具有很高的认可度,体现了未来餐饮行业智慧化发展的趋势。此外,未来资本市场与餐饮行业的结合将更加密切,品牌化、规模化也将成为未来中国餐饮行业的重要发展方向。

In 2018, the revenue of China's catering industry increased by 18.2% compared with 2017, breaking through 4 trillion yuan. There is still great prospect for the development of the catering industry in the future. At the same time, the development of the take-away industry has also provided a new market for catering. As of December 2018, the number of online take-out users in China reached 406 million, maintaining a relatively high growth rate. From the perspective of sub-categories, the number of dinner consumption is 12.9% higher than that of 2017. The pursuit of quality and diversification has become the mainstream choice; the hot pot industry continues to maintain a high growth rate, and Sichuan-style hot pot dominates the market; the barbecue industry is 26-35 years old. The segment became the main consumer group; the number of snack stores ranked first, and the quality upgrade trend was obvious; the new tea beverages grew rapidly, and the number of stores reached 410,000. According to the business data system of iiMedia Research, the concept of “smart restaurant” has a high degree of recognition in the consumer word of mouth, reflecting the trend of smart development of the catering industry in the future. In addition, the future combination of capital market and catering industry will be closer, and branding and scale will become an important development direction for China's catering industry in the future.

报告涉及的相关企业或品牌:三只松鼠、百草味、良品铺子、达利食品、桃李面包、绝味食品、周黑鸭、洽洽食品、煌上煌、上海梅林、盐津铺子、黑芝麻、亲亲食品、嘉士利集团、来伊份、有友、天猫、淘宝、京东、苏宁易购

2018年中国休闲食品电商市场销售额为621.3亿元,增速达到23.4%。iiMedia Research(艾媒咨询)预测,未来中国休闲食品电商市场规模将进一步扩大,到2020年中国休闲食品电商市场销售额将达到964.0亿元。目前中国休闲食品电商市场头部企业相对稳定,三只松鼠、百草味、良品铺子连续三年成为TOP3企业。但市场集中度相对分散,2018年市场份额前五名企业的市占率总和不到5%。受健康、原生态、养生等概念驱动,2018年坚果销售增长率达16.3%,阿里平台坚果类产品销量约占零食类产品的25.0%。“科学配比”、“干湿分离”、小包装化的坚果产品销量大涨,2018年的每日坚果销量占整体坚果销量近四分之一,成为新的市场增长点。

In 2018, China's leisure food e-commerce market saw sales of 62.13 billion yuan, up 23.4 percent. iiMedia Research predicts that the size of China's leisure food e-commerce market will be further expanded in the future, and the sales volume of China's leisure food e-commerce market will reach 96.40 billion yuan by 2020. At present, the top enterprises in China's leisure food e-commerce market are relatively stable, with three squirrels, Baicao and Liangpin shops becoming TOP3 enterprises for three consecutive years. But market concentration is relatively fragmented, with the top five companies accounting for less than 5% of the total market share in 2018. Driven by the concepts of health, original ecology and health preservation, the sales growth rate of nuts reached 16.3% in 2018, and the sales volume of nuts products on ali platform accounted for about 25.0% of that of snacks. Sales of “scientific mix“, “separation of dry and wet“ and small package nuts have soared. In 2018, the daily sales of nuts account for nearly a quarter of the total sales of nuts, becoming a new market growth point.

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