Core Viewpoint - The rise of high-end snack brands, particularly in the nut and seed sector, has transformed traditional low-cost snacks into luxury items, significantly impacting consumer spending habits and market dynamics [12][18][41]. Group 1: Market Dynamics - The average transaction price for high-end snack products reached 68.3 yuan, a year-on-year increase of 14.7% [12]. - The market for high-end snacks is rapidly growing, with projections indicating that the overall snack market in China will approach 1.4 trillion yuan by 2024, with high-end snacks capturing an increasing share [18]. - Brands like Xueji and Qiwang have transitioned from street vendors to high-end retail, with Xueji's expansion to over 1,000 stores and Qiwang exceeding 760 stores [6][16]. Group 2: Consumer Behavior - Young consumers, previously believing that a monthly income of over 10,000 yuan would allow for snack freedom, are now finding high-end snacks unaffordable [8][10]. - The perception of snacks has shifted, with traditional items like sunflower seeds and peanuts now viewed as luxury goods, leading to a change in purchasing behavior [8][12]. - Consumers are increasingly sensitive to pricing, with many expressing reluctance to disclose their snack purchases due to high costs [10][12]. Group 3: Brand Strategies - High-end snack brands employ strategies such as upgrading store environments and emphasizing product quality through sourcing claims to justify higher prices [22][25]. - Xueji's marketing focuses on creating an inviting atmosphere and offering product samples to enhance consumer experience and perceived value [22][24]. - Both Xueji and Qiwang have adopted a strategy of sourcing premium ingredients and utilizing unique cooking methods to differentiate their products [25][27]. Group 4: Competitive Landscape - The market features a dichotomy between high-end brands like Xueji and Qiwang and budget-friendly options like Haoxianglai and Zhaoyiming, which cater to different consumer segments [28][39]. - High-end brands rely on high margins from premium products, while budget brands focus on volume sales through low pricing strategies [31][39]. - The contrasting business models highlight the diverse consumer needs in the snack market, with both segments thriving simultaneously [29][33].