年轻人告别“囤货”，厨房小白“整顿”春节餐桌

Core Insights - The younger generation is reshaping the Chinese New Year consumption market by favoring convenience and rational spending over traditional bulk purchasing and extensive cooking [1][2][8] - Fresh food retail platforms are adapting to these changes by offering instant delivery services and innovative meal options that cater to the preferences of young consumers [1][4][8] Group 1: Consumer Behavior Changes - Young consumers are moving away from bulk buying and instead opting for on-demand purchasing through fresh food platforms, which allows for fresher ingredients and reduced waste [2][8] - The trend of "not stocking up" is becoming a new consensus among consumers, particularly among the younger demographic who prioritize convenience and efficiency [8] Group 2: Retail Strategies - Fresh food platforms like Dingdong Maicai and Hema are enhancing their delivery capabilities and product offerings to meet the demands of young consumers during the festive season [3][4][8] - Dingdong Maicai plans to maintain its "no closure during the Spring Festival" policy, ensuring delivery services are available even during peak shopping times [2][3] Group 3: Product Offerings - Retailers are focusing on easy-to-cook, high-quality dishes that require minimal preparation, appealing to young consumers who seek both convenience and a sense of tradition during the New Year [5][6][7] - Hema has collaborated with celebrity chefs to create popular meal kits that reflect regional flavors and are easy to replicate at home, resulting in a significant increase in sales [7] Group 4: Industry Trends - The fresh food retail industry is moving towards a more refined, scenario-based, and quality-focused approach, shifting from merely selling products to providing comprehensive solutions for various dining occasions [8] - The instant retail market in China is projected to reach a scale of 1 trillion yuan by 2026, indicating significant growth potential driven by changing consumer behaviors [8]