休闲零食 市场简析报告 商业合作/内容转载/更多报告 版权归属 上海嘉世营销咨询有限公司 01. 休闲零食：满足休闲场景需求 休闲零食是指人们在正餐之外的闲暇时间食用的食品，其主要功能并非充饥，而是通过强化消费场景，满足消费者在健康、功能、情绪等多维度的需求。与传统零食相比，休闲零食的目标人群更加精 准，包装设计更为精美，应用场景主要在家庭、办公室、户外运动、社交场合 旅行途中、节日赠礼等。 休闲零食主要消费场景一览 家庭消费 办公室小憩 户外活动 社交场合 旅行途中 节日赠礼 数据来源：公开数据整理；嘉世咨询研究结论；图源网络 02. 休闲零食种类丰富，糖果坚果最受欢迎 休闲零食市场产品丰富多样休闲零食行业涵盖了谷物类休闲食品糖果蜜饯坚果炒货、膨化食品、烘焙类、休闲卤味等多种产品，品类丰富多。其中，糖果蜜饯类零食在市场中占据最大份额。2024年糖 果蜜饯销售占比达到23.29%；其次是坚果炒货，占比18.33%；膨化食品占比11.4%。这三大品类的市场份额合计已超过50%。 | 糖果蜜饯 | 坚果炒货 | 膨化食品 | | --- | --- | --- | | 糖巧蜜饯类是一类以糖为主要调 | 坚果炒货是 ...

Core Viewpoint - Three Squirrels has successfully returned to the 10 billion revenue mark in 2024, achieving a 49% revenue growth and an 85% increase in net profit, driven by a comprehensive category and multi-brand strategy while expanding into new areas like warehousing stores and instant retail [2][4]. Financial Performance - In 2024, the company reported revenue of 10.622 billion yuan, a year-on-year increase of 49.3%, marking its return to the 10 billion revenue club after three years [2] - Net profit reached 408 million yuan, up 85.5% year-on-year, with operating cash flow increasing by 80.1% to 602 million yuan [2] - The net profit margin improved from 3.09% in 2023 to 3.84% in 2024, indicating enhanced profitability through supply chain optimization and cost control [2] Product and Category Analysis - The revenue share of nut products decreased from 53.59% to 50.52%, while comprehensive products (gift boxes, combination packs) grew by 85.1% to 2.017 billion yuan, reflecting diverse consumer demand [3] - The company achieved a record quarterly revenue of 3.453 billion yuan in Q4, validating its successful inventory strategy for the New Year festival [3] Sales Channels and Distribution - Online sales accounted for 69.7% of total revenue, slightly down from 2023, while offline distribution revenue grew over 80% to 2.641 billion yuan [3] - The number of national snack stores increased from 149 to 296, with offline channel contribution rising from 30.4% to 33.85% [3] - Revenue from Douyin channel reached 2.188 billion yuan, up 81.7%, contributing 20.6% to total revenue [3] Strategic Initiatives - The company has implemented a "high-end cost-performance" strategy, establishing direct procurement partnerships with global suppliers, resulting in an 8% reduction in raw material costs [4] - The proportion of self-produced nuts increased from 35% in 2022 to 62% in 2024, leading to a gross margin increase of 1.2 percentage points to 24.25% [4] New Brand Development - The children's snack brand, Xiao Lu Lan Lan, generated 794 million yuan in sales, contributing 7.48% to total revenue and achieving profitability [5] - The company plans to pilot warehouse-style membership stores in the Yangtze River Delta, aiming to enhance customer spending and differentiate from competitors [5] Market Trends and Competitive Landscape - The snack market in China is projected to exceed 400 billion yuan in 2024, growing over 30%, with intense competition from low-price strategies of emerging brands [6][8] - Three Squirrels aims to leverage its scale advantage in lower-tier markets while establishing differentiated barriers in new retail formats [8] - The growth rate of snack consumption in third- and fourth-tier cities reached 45%, significantly outpacing first- and second-tier cities [7]

Core Viewpoint - The article highlights the potential of China's snack market, particularly focusing on the growing popularity of chicken feet snacks, such as "tiger skin chicken feet," and the opportunities for domestic brands to establish themselves as global leaders in the snack industry [1][3][19]. Market Overview - The overall scale of China's snack market exceeds 1.4 trillion yuan, with the pre-packaged meat snack segment projected to reach 290.2 billion yuan by 2024 [1]. - Chicken feet snacks account for over 80% of the global chicken feet production, with a significant annual consumption of 33.6 billion pieces in China [3]. Consumer Preferences - The top three snack categories in China are nuts and seeds, puffed snacks, and marinated snacks, all of which are billion-yuan markets with double-digit annual growth rates [4]. - Tiger skin chicken feet are emerging as a popular snack, with a growth rate of 18%, driven by their versatile flavor profile and cultural significance in Chinese cuisine [5]. Brand Development - Wang Xiaolu, a leading brand in the tiger skin chicken feet category, has achieved nearly a hundredfold revenue growth from 2019 to 2024, showcasing the potential for domestic brands to thrive [3][11]. - The brand emphasizes flavor innovation and product standardization to ensure consistent quality, addressing challenges in traditional marinated snack production [9][11]. Distribution Channels - Despite the growth of e-commerce, 80% of snack sales still occur through offline channels, highlighting the importance of physical retail presence for snack brands [13]. - Wang Xiaolu has successfully penetrated over 230,000 retail outlets across more than 300 cities, with offline sales contributing over 70% to its revenue [17]. Branding and Marketing Strategies - The article discusses the significance of emotional value and social connection in snack consumption, with brands needing to build strong identities to compete against private label products [19][20]. - Wang Xiaolu's marketing strategy focuses on targeting the "binge-watching" scene, leveraging popular dramas and social media to enhance brand recognition and consumer engagement [21][22]. Industry Challenges - The lack of world-class snack brands in China is attributed to insufficient brand building and market fragmentation, with many brands competing on price rather than quality [19]. - The article suggests that for a domestic brand to achieve global recognition, it must excel in product development, distribution, and branding [22].

Core Viewpoint - Qinqin Food has returned to profitability in 2024 after three years of losses, driven by a slight revenue increase and improved cost management [2][5]. Financial Performance - In 2024, Qinqin Food achieved revenue of 996 million yuan, a year-on-year increase of 1.5%, and a net profit attributable to shareholders of 21.13 million yuan, compared to a loss of 2.002 million yuan in the previous year [2]. - The company's revenue growth has slowed compared to previous years, and it has not yet returned to the revenue scale of over 1 billion yuan seen in 2015 [6]. Product Performance - Jelly products remain the largest revenue contributor, generating sales of 531 million yuan in 2024, a decrease of approximately 6.5% year-on-year, accounting for 53.2% of total revenue [3]. - The seasoning business also performed poorly, with sales declining by 6.6% in 2024 [3]. - Conversely, the puffed food category saw growth, achieving sales of 312 million yuan, a year-on-year increase of 13.7% [3]. Growth Drivers - Other product categories, including candy, dried fruits, nuts, biscuits, baked goods, and rice wine, experienced a 30% increase in sales, primarily due to the introduction of new rice wine products [4]. - Qinqin Food established its first rice wine production base in Xiaogan, Hubei, which began trial production in 2020 [4]. Strategic Adjustments - The company has been adjusting its investment strategy, closing a loss-making production base in Ningxia and recording a one-time disposal loss of approximately 6.1 million yuan [7][8]. - In 2024, Qinqin Food reported no net losses from fair value changes, a significant improvement compared to previous years [7]. Profitability and Cost Management - The gross profit margin for 2024 was 28.3%, an increase of 1.9 percentage points year-on-year, although it has decreased from 42.4% a decade ago [8]. - The company is focusing on enhancing profitability through improved production management and cost control, while also exploring investment opportunities in rapidly growing consumer goods companies [7][8].

Investment Rating - The report maintains an "Accumulate" rating for the food and beverage industry [1] Core Views - The food and beverage sector is expected to gradually recover, with companies like Luzhou Laojiao and Wuliangye showing strong growth potential [3][4] - The report highlights structural opportunities within the industry, particularly in high-end and real estate liquor segments [16] Summary by Sections Weekly Insights and Investment Recommendations - Luzhou Laojiao's market scale reached a new high, with expectations for steady growth in 2024 [21] - Wuliangye announced a 2025 investment plan of 2.586 billion yuan across 19 projects, focusing on ecological brewing and smart logistics [22] - Jinshiyuan aims to expand its market share in the 100-500 yuan price range while maintaining operational quality [23] - Red Flower Liquor introduced a new promotional campaign to enhance consumer engagement [24] - Guizhou Zhenjiu launched a limited edition product to celebrate its 50th anniversary, emphasizing premium quality [25] Market Performance Review - The SW Food and Beverage Index rose by 0.74%, underperforming the CSI 300 by 0.65 percentage points [34] - The white liquor sector saw a 1.53% increase, while other liquor categories also performed positively [34] Industry Important Data Tracking - The report provides insights into the white liquor sector, noting a production decline of 7.6% year-on-year in December 2024 [47] - The beer sector experienced a 12.2% year-on-year increase in production in December 2024 [49] Investment Suggestions - Recommendations include focusing on high-demand segments and structural opportunities in white liquor, with specific companies highlighted such as Luzhou Laojiao and Jinshiyuan [16] - For beer, companies like Qingdao Beer and Chongqing Beer are suggested due to their clear product optimization trends [16] - In soft drinks, East Peng Beverage is noted for its steady national expansion [16] - The report also emphasizes the potential in frozen food and snack sectors, recommending companies like Anjixin and Qianwei Central Kitchen [16]

Core Viewpoint - Nestlé has acquired Xu Fu Ji, marking another domestic brand moving into foreign ownership, which reflects ongoing trends in the Chinese candy market [2][3]. Group 1: Historical Context - The control of Xu Fu Ji was relinquished by the Xu family 14 years ago, with Nestlé acquiring 60% of the company for $1.7 billion, positioning itself in the largest candy enterprise in China [4]. - The Xu family, originally from Taiwan, established Xu Fu Ji and expanded into mainland China in the 1990s, successfully capturing the high-end candy market with their New Year candy products [6][7]. Group 2: Market Dynamics - The Chinese candy market, despite a shrinking trend, remains significant, valued at nearly 100 billion yuan, attracting interest from major players like Mars and PepsiCo [4]. - The market has seen a decline in festive candy consumption, dropping from 50% to 30% over the past decade, with the overall candy market size decreasing from 90 billion yuan in 2017 to 85 billion yuan in 2023 [9][10]. Group 3: Company Evolution - Xu Fu Ji has transitioned from a traditional candy company to a broader snack enterprise, introducing products like sugar-free chocolate and aiming for over 10 billion yuan in sales by 2027 [10]. - The company has been recognized for its growth potential within Nestlé's portfolio, contributing 16.1% to Nestlé's sales in the Greater China region [7][13]. Group 4: Leadership Changes - Following Nestlé's initial investment, the Xu family gradually stepped back from management, with professional managers taking over leadership roles to adapt to market changes [12][13]. - The recent acquisition of the remaining 40% stake by Nestlé signifies the complete transition of Xu Fu Ji into the Nestlé ecosystem, with the Xu family's influence now fully removed [11][13].

以下文章来源于商业弧光 ，作者李佳琪 商业弧光 . 听风者，捕光人，最准点的商业节拍 出品｜虎嗅商业消费组 作者｜李佳琪 编辑｜苗正卿 题图｜AI生成 时隔16个月，休闲零食品牌良品铺子再次做出重大人事调整。 3月3日晚，良品铺子发布公告称：原董事长、总经理杨银芬因个人原因辞任，经董事会全票表决通过，由 董事、战略与发展委员会召集人程虹接任董事长并代行总经理职责。 自2023年上任以来，杨银芬任董事长不足两年。 杨银芬曾在上任后向虎嗅表示，自己思考的一个关键难题是：如何在利润和价格之间找到平衡点。 如今这个平衡点是否找到不得而知。但杨银芬曾给自己制定的"两个半年"目标中的第二个目标：2024年上半 年，一系列调整要在经营业绩上看到成效。从业绩上看，这些似乎未能完全如愿。 财报显示：2024年上半年，良品铺子营收38.86亿元，同比减少2.52%；扣非净利润仅746万元，同比下滑 93.97%，现金流净额同比下降90.81%。 而放眼全年，良品铺子近期披露的业绩预告显示：经公司财务部门初步测算，公司2024年预计将亏损2500 万元—4000万元。归属于上市公司股东的扣除非经常性损益的净利润为-7,000万元到 ...

Core Insights - Nestlé is acquiring the remaining 40% stake in Xu Fu Ji, achieving full ownership after previously acquiring 60% in 2011 for $1.7 billion, indicating a strategic move in the evolving Chinese candy market [1][4] Company Overview - Xu Fu Ji, founded in 1992, has transformed from a leading candy brand to a diversified product line including pastries, chocolates, and jellies, with over 3,500 distributors and 130,000 retail outlets [2][3] - The company has 39 modern production facilities and 127 high-quality automated production lines, showcasing its operational scale [2] Market Position - Xu Fu Ji holds the top market share in bulk candy, chocolate, and pastries, with over 30% market share in bulk candy and chocolate, and second place in bulk jelly [3] - The company has experienced an average annual growth rate of 8% in production value over the past three years, with double-digit growth expected in 2024 [3][4] Financial Performance - In 2024, Nestlé's sales in Greater China reached approximately 50 billion Swiss francs, with a 2.1% organic growth rate, significantly driven by the candy business [4][5] - The candy segment accounted for 16.1% of total sales in Greater China and 9.2% globally, indicating substantial growth potential [5] Strategic Direction - Nestlé aims to enhance its candy business by focusing on high-growth categories and integrating its products and technologies with Xu Fu Ji, leveraging global R&D capabilities [6][7] - The acquisition aligns with Nestlé's strategy to invest in growth-driving factors and expand market share, particularly in the snack and candy sectors [6][7]

Investment Rating - The report maintains an "Overweight" rating for the food and beverage industry [1] Core Viewpoints - The food and beverage sector is expected to gradually recover, supported by resilient operations and structural opportunities within the industry [4][16] Summary by Sections Industry Overview - In 2024, Anhui's large-scale liquor enterprises achieved revenue of 37.58 billion yuan, a year-on-year increase of 9.2%, with total profits reaching 12.77 billion yuan, up 13.2% [4][21] - The liquor industry in Lüliang aims for a revenue target exceeding 70 billion yuan in 2025, with a focus on enhancing production capacity and quality [4][22] - The Sichuan liquor group targets a revenue of 40 billion yuan in 2025, emphasizing innovation and brand development [5][22] - Xishui aims for a liquor output value exceeding 30 billion yuan in 2025, continuing to strengthen its position as a major liquor production base [6][23] Key Company Performances - Qiaqia Food reported a revenue of 7.131 billion yuan in 2024, a growth of 4.79%, driven by high-end products [7][24] - Budweiser Asia Pacific's 2024 revenue was approximately 45.31 billion yuan, a decrease of 7.0%, with a notable decline in the Chinese market [10][25] - Dongpeng Beverage launched a new product "Fruit Tea" aimed at the lower-tier market, reflecting a growing demand for cost-effective, large-packaged beverages [11][26] Investment Recommendations - For liquor, focus on companies like Luzhou Laojiao, Jiuzi Liquor, and others that cater to both high-end and real estate segments [16][30] - In the beer sector, consider Qingdao Beer and Chongqing Beer for their product optimization and market expansion strategies [16][30] - For soft drinks, Dongpeng Beverage and Bai Run Co. are recommended for their national expansion and clear product matrix [16][30] - In the frozen food segment, companies like Anji Food and Qianwei Central Kitchen are highlighted for their potential growth [16][31] - For snacks, attention is drawn to Salted Fish and Qiaqia Food for their channel expansion and performance recovery [16][31]

Group 1: Baijiu Industry - The current PE-TTM for the baijiu sector is 19.31 times, which is at the 6.18% percentile over the past decade, indicating significant safety margins [1] - High-end baijiu brands like Kweichow Moutai and Wuliangye are expected to maintain market share through "price protection and volume control" strategies, with projected net profit growth rates of 13.3% and 12.7% for 2024 respectively [1] - Regional leaders such as Shanxi Fenjiu and Jinshiyuan are benefiting from channel penetration and the recovery of banquet scenarios, with sales growth expected to exceed 30% during the 2025 Spring Festival [1] Group 2: Consumer Goods - The beer sector continues to see high-end trends, with Qingdao Beer achieving an ASP of 4200 yuan per thousand liters and Yanjing Beer having over 25% revenue contribution from its U8 flagship product [3] - Functional beverages like Dongpeng Beverage, which holds a 31% market share, are rapidly expanding into coffee and energy tea, with a projected revenue growth of 45% year-on-year by Q4 2024 [4] - Health drinks such as Xiangpiaopiao's zero-sugar freeze-dried fruit tea have seen online sales double, with a projected PE of only 20 times in 2025 [5] Group 3: Snacks and Prepared Foods - Online sales for snack brands like Three Squirrels have surged, with a 200% year-on-year increase in GMV through Douyin, while Yanjinpuzi's quail egg product has annual sales of 1 billion [7] - The prepared food sector is benefiting from B-end restaurant recovery and C-end penetration, with companies like Anjifood seeing 30% of their revenue from prepared foods after acquiring Frozen Food Mr. [8] Group 4: Seasoning and Baking Supply Chain - Leading seasoning brands like Haitian Flavoring have reduced channel inventory to 2.5 months, while Qianhe Flavoring has over 50% revenue from zero-additive soy sauce, benefiting from restaurant recovery and household consumption upgrades [10] - Yeast leader Angel Yeast is experiencing over 25% growth in overseas revenue due to capacity release and cost reductions [11] - Innovations in raw materials are seen in companies like Lihai Foods, which has a 60% year-on-year increase in cream revenue, and Huirong Technology, with 30% of its plant-based cream revenue coming from exports [12] Group 5: New Tea Beverage Supply Chain - The IPO of Mixue Ice City has a significant impact, with a frozen capital of 1.77 trillion HKD, benefiting related A-share companies in the supply chain [14] - Companies like Anjifood and Xianle Health are positioned as suppliers of jam and frozen fruits, while Yudong Technology and Hexing Packaging are focusing on eco-friendly solutions and cost advantages in packaging materials [15][16] - The global expansion plan of Mixue, with 46,000 stores, could lead to a 30%+ increase in orders for supply chain companies [17] Group 6: Policies and Industry Trends - The Chinese government's "restore and expand consumption" policy is expected to result in over 300 billion yuan in consumer subsidies by 2025, directly benefiting the food and beverage sector [18] - Retail sales are projected to grow by 3.5% year-on-year in 2024, with health food categories (low-sugar/low-fat) expected to exceed 20% growth [19] - Valuation shifts are evident, with many sub-sectors like seasoning having a PE of 28 times compared to a historical average of 40 times, alongside noticeable foreign capital inflows [19]