2020零食飲料爆品行業(yè)分析報(bào)告

1、2020零食飲料“爆品”之路（二）拆解各品類網(wǎng)紅單品的打爆邏輯2020零食/堅(jiān)果/特產(chǎn)目錄牛肉干/豬肉鋪/鹵味零食巧克力/DIY巧克力蜜餞/棗類/梅/果干巧克力糖果零食/果凍/布丁山核桃/堅(jiān)果/炒貨豆干制品/蔬菜干就魚絲/魚干/海味即食餅干/膨化奶酪/乳制品糕點(diǎn)/點(diǎn)心待拆解品牌良品鋪?zhàn)淤M(fèi)列羅妙可藍(lán)多衛(wèi)龍百草味三只松鼠好利來(lái)零食/堅(jiān)果/特產(chǎn)（一級(jí)類目）DATA INSIDER-2020大盤數(shù)據(jù)-二級(jí)類目對(duì)比訪客數(shù)銷售額UV值訪客數(shù)銷售額UV值訪客增1長(zhǎng)率銷售額增長(zhǎng) 率UV值土銖 率54,866,711467,079,6658.5182,937,3612,092,395,79225.2351.16

2、%347.97%196.35%餅干/膨化68,193,612392,841,2155.7695,786,1121,357,480,41914.1740.46%245.55%146.01%糕點(diǎn)/點(diǎn)心72,862,066382,872,8435.2588,088,9941,177,066,74613.3620.90%207.43%154.29%蜜餞/棗類/梅/果干64,478,702432,444,3506.7167,222,072963,966,79914.344.25%122.91%113.81%牛肉干/豬肉脯/鹵味零食43,715,795352,423,6368.0661,204,43593

3、2,596,86215.2440.01%164.62%89.01%糖果零食/果凍/布46,671,770208,502,7974.4770,480,889846,139,01412.0151.01%305.82%168.73%巧克力9,616,557257,439,29826.7751,594,929495,713,5979.61436.52%92.56%-64.11%就魚絲/魚干/海味即食22,925,008125,445,0465.4732,611,584289,283,2128.8742.25%130.61%62.11%豆干制品/蔬菜干25,519,671111,582,5494.373

4、2,474,405258,713,7307.9727.25%131.86%82.20%奶酪/乳制品4,734,70823,960,3525.068,842,06464,449,1137.2986.75%168.98%44.03%巧克力/DIY巧克力4,945,89221,426,8724.3311,2839,0520.80-99.77%-99.96%-81.48%大盤數(shù)據(jù) 二級(jí)類目對(duì)比 數(shù)據(jù)來(lái)自生意參謀（按照 2019年12月銷售額從高到低排序）大盤數(shù)據(jù)-二級(jí)類目對(duì)比銷售額增長(zhǎng)率二級(jí)類目銷售額比較347.97%2017 年2月 2019 年 12月“一“-DATA INSIDER-2020DA

5、TA INSIDER-2020大盤數(shù)據(jù) 二級(jí)類目對(duì)比 2017年2月及2019年12月 數(shù)據(jù)來(lái)自生意參謀大盤數(shù)據(jù) 二級(jí)類目對(duì)比 2017年2月及2019年12月數(shù)據(jù)來(lái)自生意參謀大盤數(shù)據(jù)-二級(jí)類目對(duì)比-解數(shù)?表格按照2019年12月銷售額從高到低排序。相較 2017年和19年銷售數(shù)據(jù)情況，幾乎所有零食/堅(jiān)果/特產(chǎn)一級(jí)類目下的二級(jí)類目都在增長(zhǎng)，唯獨(dú)巧克力/DIY巧克力呈現(xiàn)下跌的頹勢(shì)。?山核桃/堅(jiān)果/炒貨在銷售額、增長(zhǎng)率方面的增長(zhǎng)都較為突生。?餅干/膨化、蜜餞/棗類/梅/果干類的銷售額、增長(zhǎng)情況都不錯(cuò)，但是類目TOP20目前沒有特別知名的明星店鋪，推測(cè)這兩個(gè)類目在做激烈的價(jià)格戰(zhàn)，毛利空間薄，大品牌沒

6、有主推的動(dòng)力，小品牌擠進(jìn)來(lái)沒有利潤(rùn)和生存空間且用戶沒有忠 誠(chéng)度。但是值得關(guān)注的是一些具有功效性的零食正在進(jìn)入這個(gè)類目，如減肥餅干，低GI零食，這類產(chǎn)品憑借功效性能夠避免價(jià)格戰(zhàn)的惡性競(jìng)爭(zhēng)。?報(bào)告將重點(diǎn)討論堅(jiān)果、糕點(diǎn)、牛肉干、糖果、就魚絲、豆干及奶酪制品的整體大盤情況、子類目賣家情況、消費(fèi)者人群畫像及明星店鋪DATA INSIDER-2020大盤數(shù)據(jù)-二級(jí)類目受到春節(jié)及疫情影響情況訪客數(shù)銷售額訪客數(shù)銷售額訪客數(shù)銷售額奶酪/乳制品5,862,53843,623,4847,589,23057,679,43929.45%32.22%山核桃/堅(jiān)果/炒貨68,971,8883,093,428,00079,9

7、85,6053,107,252,89115.97%0.45%牛肉干/豬肉脯/鹵味零食47,464,904997,902,78649,087,049979,093,5073.42%-1.88%巧克力30,263,640418,829,92336,249,538406,214,11119.78%-3.01%鯨魚絲/魚干/海味即食22,496,483254,736,03624,375,165244,814,2228.35%-3.89%餅干/膨化73,673,5811,328,348,98583,672,4681,268,940,41213.57%-4.47%糖果零食/果凍/布51,800,57284

8、9,185,85160,752,858760,676,99117.28%-10.42%糕點(diǎn)/點(diǎn)心63,338,4971,097,764,86565,195,134979,193,8522.93%-10.80%豆干制品/蔬菜干28,611,332245,650,03122,362,423196,237,671-21.84%-20.11%蜜餞/棗類/梅/果干56,163,1721,097,644,56251,789,517825,297,711-7.79%-24.81%巧克力/DIY巧克力89,709138,3689,66310,656-89.23%-92.30%大盤數(shù)據(jù) 二級(jí)類目對(duì)比 數(shù)據(jù)來(lái)自生

9、意參謀大盤數(shù)據(jù)-二級(jí)類目受到春節(jié)及疫情影響情況銷售額&訪客數(shù)40.00%40.00%-100.00%20.00%0.00%-20.00%-40.00%-60.00%-80.00%銷售額訪客數(shù)20.00%0.00%-20.00%-40.00%-60.00%-80.00%-100.00%DATA INSIDER-2020山核桃/堅(jiān)果/炒貨-大盤數(shù)據(jù)2017-2020 銷售額&訪客數(shù)數(shù)據(jù)來(lái)自生意參謀大盤數(shù)據(jù)-二級(jí)類目受到春節(jié)及疫情影響情況.解數(shù)?從訪客情況來(lái)看，同比2019年及2020年1月的數(shù)據(jù)，僅豆干制品、果干、DIY巧克力類目由現(xiàn)了負(fù)增長(zhǎng)，其他類目都是正向增長(zhǎng)。?從銷售額情況來(lái)看，同