Group 1 - The consumption of zongzi (rice dumplings) has significantly increased during the Dragon Boat Festival, with some e-commerce platforms reporting a sales increase of 70% [1][3] - The overall trend in zongzi consumption is towards health-conscious and specialty products in both B2B and B2C markets [1][4] - Dingdong Maicai has launched over 20 different flavors of zongzi, including traditional and regional specialties, expecting a sales growth of over 20% year-on-year during the festival [3][4] Group 2 - The "6.18" promotion has further boosted zongzi sales, with Tmall reporting a nearly 70% increase in transaction value for zongzi [3][5] - Low GI (glycemic index) zongzi is increasingly popular among consumers, with a significant rise in sales of health-oriented zongzi, such as those containing probiotics and high fiber [3][4] - The demand for unique and innovative zongzi flavors is growing, with Tmall offering over 100 varieties and a notable preference for these among consumers aged 30-40 [5]

面对不够火热的大趋势，粽子商家们也在谋出路。 粽子，作为传统节令食品，正经历渠道变革阵痛。 五芳斋、真真老老等头部粽子品牌业务集体滑坡，第三方数据显示全国粽子产品今年线下渠道销售额同比锐减。与之形成反差的是，拼多多粽子销量暴增3 倍，天猫618粽子成交额增长70%，养生粽、榴莲冰粽等新品类异军突起。 可见，消费端双重变革正在重塑粽子市场格局，Z世代转向高性价比电商平台，全民健康意识催生低GI粽等创新产品。当节日刚需撞上理性消费，传统食品 企业唯有通过渠道变革和产品健康升级，方能在转型浪潮中突围。 快销品线下零售监测机构马上赢数据显示，2025年5月12日至2025年5月25日的2周内，在传统线下零售渠道，包装粽子类产品的销售额比去年同期（2024年5 月22日至2024年6月4日，每年端午节阳历时间不一）下滑34.53%，销售件数下滑26.78%。而且今年的件均价有所下滑，为19.26元，低于去年同期的21.73 元。另外，今年的有售sku数量明显低于去年同期，为2657个，去年则为4092个。 广东省食品安全保障促进会副会长朱丹蓬对第一财经记者分析称，"粽子经济"是固定的节日消费，但今年整体来说，这个品类陷 ...

Group 1: Festival Consumption Trends - The upcoming Dragon Boat Festival is driving an increase in consumer spending as people engage in traditional activities such as buying zongzi, dragon boat racing, and visiting markets [1] - In Zhejiang's Wenling, a seafood restaurant is experiencing high demand for its unique seafood zongzi, with production reaching approximately 800 handmade zongzi daily, yet still unable to meet demand [2][3] Group 2: Regional Highlights - In Anyang, Henan, a supermarket is seeing a surge in sales of various zongzi flavors, including health-conscious options suitable for the elderly and innovative designs appealing to younger consumers [5] - In Nanchang, Jiangxi, the dragon boat races are attracting many visitors, leading to increased sales of local delicacies such as Nanchang mixed noodles and zongzi [8][9] Group 3: Promotional Activities - Various regions are launching promotional activities, such as discount packages and joint tickets, to enhance consumer experiences and stimulate spending [10] - In Lanzhou, consumers can enjoy multiple discounts and free experiences linked to the 2025 Lanzhou Marathon, with expectations of a 25% increase in foot traffic and a 15% rise in sales [14] - In Hebei's Handan, a marathon event is projected to boost local hotel and restaurant revenues by 30% through integrated cultural and culinary experiences [17]