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].

近日，有网友发现，山姆会员店悄悄上线了薛记炒货的烤栗子和蜜薯，再度引发争议。原因在于这两款都是薛记门店里随手可买的商品，却以独立包装的 形式出现在了会员制超市货架上。 山姆门店工作人员对此回应表示，"薛记炒货的烤栗子上架有一段时间了，不是特供产品，价格会比薛记门店便宜一点，并且是独立包装的会方便一点， 蜜薯是最近才上架的，都是方便速食"。 中产最爱的两个品牌"梦幻联动"，本该是一件妙事，却引发了舆论。 会员们的不买账在于，山姆继好丽友、卫龙、溜溜梅之后，再度与会员制坚持的稀缺背向而行。但另一边，与以往不同的是，社交媒体上有部分支持的声 量涌现：山姆的同款产品比在薛记买到的便宜，"这个还挺好吃的，别给骂下架了。" 这样两极化的表现，源于薛记炒货也有着鲜明的标签——536元/kg的手剥松子、278元/kg的冻干草莓、196元/kg的腰果，曾被网友戏称为"薛记珠宝"和"薛 记金铺"。 2022年时，已经诞生20年的薛记炒货被资本看上，拿下6亿元A轮融资，并在当时计划在五年内迅速扩大规模至4000家门店。 三年过去，主打高端的炒货既让消费者甘愿排长队抢购，也在新的消费浪潮中因价格坚挺陷入争议。 从炒货小摊，到千店连锁 ...