Core Insights - The snack consumption among contemporary youth is a prevalent phenomenon, with a strong demand for snacks that surpasses traditional meal consumption [1][3] - The Chinese snack market is projected to reach 1.2378 trillion yuan by 2027, indicating robust growth and a shift in consumer preferences towards snacks [4] - The rise of e-commerce has transformed snack consumption, making it a central aspect of young people's lives, while also revealing a calculated marketing strategy targeting this demographic [4][6] Market Trends - The snack market is characterized by a shift from traditional purchasing methods to online platforms, where influencers and live-streaming play a significant role in driving sales [7][8] - Young consumers often face a "trial and error" experience when purchasing trendy snacks, leading to a high rate of dissatisfaction with products that do not meet expectations [8][10] - The popularity of certain snack categories has led to market saturation, with previously successful flavors now being perceived as subpar [10][11] Consumer Behavior - Young consumers are drawn to low-priced snacks, often influenced by marketing tactics that create a sense of urgency and excitement [13][26] - Despite awareness of the potential health risks associated with processed snacks, young consumers continue to purchase them due to convenience and affordability [29][30] - The emotional connection to food, particularly in high-pressure environments, drives young consumers to seek out snacks as a source of comfort and instant gratification [30][32] Quality Concerns - There is a growing concern regarding the quality of snacks, with many products containing excessive additives and artificial ingredients that compromise health [22][20] - The prevalence of misleading marketing practices has led to a demand for authentic product reviews and evaluations, resulting in the emergence of "red and black lists" for snack products [16][19] - Consumers are increasingly aware of the disparity between product presentation and actual quality, leading to a more cautious approach to snack purchases [15][20][23]

曾经的网红零食品牌，又要赴港上市了。 近日三只松鼠向港交所递交招股书。这家成立于2012年，踩着电商红利在淘宝崛起的品牌，曾以年销百亿的业绩跻身行业头部，2019年登陆深交 所，成为"网红零食第一股"。 那是三只松鼠最风光的时候，其创始人兼CEO章燎原曾回忆，得知成功过会消息后，他转身给妻子发微信，自豪地说"搞的第一个上市公司"。当 时，章燎原以95亿元身家坐上了安徽首富的位置。 但就在上市后，三只松鼠业绩就迅速变脸，上市当年，三只松鼠的净利润就同比下降了21.43%，2020年到2023年，营收则四连降。因为过度依赖 线上渠道、营销成本高企的问题，业绩陷入低谷，股东也频频减持。 颓势在2024年才略有所好转。凭借着抖音流量和"降价"两个杀手锏，三只松鼠在2024年以106亿元营收、归母净利润4.08亿元，重回百亿俱乐 部。 来源丨凤凰网财经《IPO观察哨》 就在业绩回暖但还没坐稳时，三只松鼠就官宣了赴港上市。又拿下了一个"第一"——是国内首个谋求"A+H"双上市的零食品牌。 4月29日，三只松鼠市值106亿元，股价26.47元/股，较2020年最高点的股价已跌去了七成。解析招股书，三只松鼠还是三只松鼠，依赖 ...