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Condiment semi-annual report observation: live broadcast to
Summary:
Following the completion of the disclosure of the 2020 semi-annual report, a reporter from the Beijing News combed through the semi-annual reports of 14 listed condiment companies and found that nearly 60% of condiment companies in the first half of t...
调味品直播带货
Following the completion of the disclosure of the 2020 semi-annual report, a reporter from the Beijing News combed through the semi-annual reports of 14 listed condiment companies and found that nearly 60% of condiment companies in the first half of the year increased their net profit. However, affected by the epidemic, condiment companies experienced a decline in revenue. Entering the second quarter, social life has gradually returned to normal, and the performance of condiment companies has rebounded. Many companies have focused their efforts on online and offline omni-channel marketing.
 
Affected by the epidemic, the overall performance of the condiment industry in the first quarter was mediocre. Among the 12 condiment companies that disclosed their quarterly reports, six had a decline in revenue. Among them, Fuling mustard has a revenue of 483 million yuan, ST Plus has revenue of 492 million yuan, Richen shares has revenue of 46 million yuan, Lotus Health has revenue of 296 million yuan, and Anji Foods has revenue of 77 million yuan. Jialong shares revenue of 32 million yuan, revenue growth rates were -8.33%, -10.96%, -15.53%, -21.59%, -36.13%, -59.87%.
 
In the second quarter, as social life gradually returned to normal, the performance of many condiment companies also rebounded to a certain extent. Taking ST Jiajia and Fuling mustard tuber as examples, the revenue in the second quarter reached 664 million yuan and 715 million yuan respectively, and the growth rates were both negative to positive, 20.07% and 27.9% respectively.
 
Based on the semi-annual report, due to the serious impact of the epidemic on the catering channels, compound condiment companies with customized catering businesses have suffered greater losses. Among them, Tianwei Food’s revenue from customized meals in the first half of the year was 28 million yuan, a year-on-year decrease of 53.78%; Yihai International’s related catering channel revenue was 440 million yuan, a year-on-year decrease of 29.6%; Richen’s catering channel revenue was 34 million yuan, a year-on-year decrease of 32.78%.
 
Due to the rise of the "home economy" during the epidemic, as a rigid demand product for condiments, the sales of household consumers are on the rise, and some consumption is shifting from offline to online. JD.com released data on housing economy during the epidemic, showing that during the more than one month before and after the Spring Festival, the turnover of condiments on JD.com's platform increased by more than 129%. This also led to the increase in online sales of some condiment companies. For example, Hengshun Vinegar's online sales reached 67.871 million yuan, an increase of 44.33% year-on-year; Tianwei Food's online revenue reached 65,495,200 yuan, an increase of 132.3% year-on-year.
 
With the popularity of online sales and live delivery of goods in the post-epidemic era, "cloud" consumption may become the new normal. In the first half of the year, the channel construction of most listed condiment companies was further improved, the online and offline channels were optimized, and the marketing structure was more diversified. Marketing methods such as e-commerce, live streaming and new retail were further valued, and many companies tried live streaming. Way of bringing goods.
 
In the semi-annual report, Zhongju High-tech stated that it is seizing the sales opportunities on various online platforms, doing a good job in the development of e-commerce channels, and introducing new marketing methods to live broadcast goods to achieve "rapid sales growth and rapid brand influence." At the same time, it started Douyin's self-media operation and advertising cooperation with famous chef APP operators to enrich the new media communication matrix. Fuling pickled mustard also tried to carry out a live webcast in the first half of the year, "to keep up with the new trend and new model of brand promotion, attract and cultivate new major consumers in Wujiang, and continuously improve Wujiang brand awareness and consolidate market foundation".
 
Jiangsu Shizhixiang believes that with the rise of new media communication methods, new online sales methods such as live webcasts and online celebrity delivery have been adopted in condiment sales. The online situational consumer experience model is intuitive, interesting, and geared to young people, making it one of the ways for condiment companies to seize new consumption and new consumer groups.

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