秋冬“限定款”变身全年生意：看一颗栗子的“新故事”

Core Insights - The rise of chestnuts in the consumer market reflects a shift in consumption patterns, with traditional brands expanding and new players entering the market, leading to a diverse range of products from snacks to beverages and baked goods [1][2] Group 1: Market Dynamics - The sales cycle of chestnuts has evolved from a seasonal product to a year-round offering due to advancements in technology that extend their shelf life [2] - Retail giants like Hema Fresh are integrating chestnuts into prepared meals, transforming them from snacks to essential ingredients [2][6] - The blurring of product categories is evident as chestnuts are now featured in drinks, desserts, and fast food, indicating a broader acceptance in mainstream consumer markets [5] Group 2: Competitive Landscape - The market is divided between traditional "freshly roasted" chestnut vendors and standardized, pre-packaged products, each appealing to different consumer values [6][7] - Freshly roasted chestnuts offer a unique sensory experience that cannot be replicated by pre-packaged products, creating a strong emotional connection with consumers [6] - Retailers are leveraging efficiency and standardization to compete, with brands like Xueji Chao Huo introducing frozen chestnuts into mainstream retail channels [7] Group 3: Consumer Trends - The growth of the chestnut economy aligns with broader trends in the snack market, where health and quality are becoming increasingly important to consumers [8] - Emotional resonance plays a significant role in consumer choices, with products like hot chestnuts and chestnut milk tea providing comfort and a sense of seasonal tradition [8] - The transformation of chestnuts from simple snacks to multi-dimensional products reflects a deeper change in the Chinese consumer market, driven by health awareness and emotional needs [8]