Core Insights - Hema's sales data during the "National Day" holiday indicates a strong consumer preference for high-quality products, particularly in second-tier cities, with sales performance rivaling or surpassing that of first-tier cities [1][6]. Group 1: Sales Performance - The sales of Hema's signature product, the king crab, saw an overall increase of 185% year-on-year during the holiday, with a single-day increase of 197% on the Mid-Autumn Festival [3]. - The sales of hairy crabs, a seasonal delicacy, increased by over 150% during the holiday, with some regions like Qingdao experiencing a remarkable 400% growth, indicating a shift from festive gifts to everyday consumption [5]. - High-quality meat sales also showed growth, with steak sales increasing by nearly 20% during the holiday period [5]. Group 2: Consumer Trends - Consumers are increasingly focused on the quality and freshness of seafood, with high-end seafood becoming a regular part of daily consumption [3]. - The focus of consumers regarding hairy crabs has shifted from gifting to personal enjoyment, reflecting a broader trend towards self-satisfaction in consumption [5]. - The opening of new stores in cities like Luoyang, Linyi, and Xuzhou has led to a significant increase in customer traffic, highlighting a strong demand for quality products and convenient shopping experiences [6]. Group 3: Market Expansion - Hema's expansion into new cities has resulted in a notable increase in market activity, with some stores experiencing congestion due to high customer volume [6]. - The company anticipates that the consumption potential in emerging cities will be further unlocked as more brands follow suit in expanding their presence [6].