"天越冷，业绩涨得越快！" 最近，有行业人士告诉我，在东南下沉市场开店的快乐番薯，进入淡季后，业绩不降反增，大涨80%，生意越来越火爆。 这个聚焦东南下沉市场的品牌，今年冬天找到了什么增长"核武器"？ 从福建火到香港 快乐番薯是一个行业老兵了，2008年发轫于福建厦门，是一个十分能"折腾"的品牌： 去年老红糖珍珠爆红，其迅速出手，以番薯为差异化，改造出200家老红糖薯圆专门店，与之前相比营业额翻了3倍，出杯量翻了4.5倍，校园店日营收破 万。 今年4月份，快乐番薯在200家门店推出"全场5.9元"活动，90%以上门店实现线下业绩增长（同比/环比两个维度），日均营收直接翻倍，日单量超过500 单，最好的一家门店环比增长1136.75%。 今年冬天，这个品牌又找到了什么"过冬杀手锏"？我和廖明通聊了聊。 在门店上架烤红薯 比固体杨枝甘露还赚钱 这个品牌正快速开店 从奶皮子糖葫芦到固体杨枝甘露，为了拯救淡季营业额，茶饮品牌们可谓"操碎了心"。 在福建、广东下沉市场开店的快乐番薯，找到了自己的解决方案。 据了解，11月快乐番薯整体店均营收上涨80%，福建不少门店单日业绩破万，生意最好的一批门店最快6个月就能回本。 令 ...

Core Viewpoint - The "warm economy" in Xi'an is thriving as temperatures drop, influencing various sectors from food to home appliances and experiential consumption [1][5][10] Group 1: Food and Beverage Sector - Traditional hot foods and new-style hot drinks are gaining popularity, with significant increases in customer traffic at local eateries [3][5] - Data from Meituan shows that the search volume for "hot pot" and "shabu-shabu" in Xi'an has surged by 438.6% and 322.4% respectively compared to the same period last year [5] - Sales of hot pot-related dishes have increased by 360.99%, while shabu-shabu dishes have seen a rise of 423.82% year-on-year [5] Group 2: Home Appliances - Energy-efficient heating appliances, such as electric heaters and smart electric blankets, are becoming popular, supported by government subsidies [7][9] - The sales of home warming products, including plush bedding and hand warmers, have seen a notable increase in recent weeks [7] Group 3: Experiential Consumption - The demand for wellness experiences, such as hot spring hotels, has risen, with a 32% increase in searches for these accommodations in Xi'an [10] - The trend indicates a shift from basic heating needs to emotional and experiential satisfaction, reflecting a broader consumer preference for comfort and social experiences [10][12] - The growth in experiential consumption is expected to be sustained as consumers continue to seek emotional comfort and spiritual fulfillment [12] Group 4: Policy Support - The Xi'an Municipal Bureau of Commerce has implemented a subsidy program for green appliances, enhancing consumer enthusiasm for energy-efficient products [9] - This policy allows consumers to receive discounts of up to 15% or a maximum of 2000 yuan on eligible purchases, stimulating the market for energy-saving home appliances [9]

Group 1 - Classic Braised Beef Noodles remain the top choice for instant noodles among 40% of young people [7] - Young people's dating preferences are shifting from sharing photos on social media to shopping for groceries at local markets [4][12] - Over 30% of young people recognize the emotional value of pet memorial products, which have recently gained popularity [12] Group 2 - More than 60% of young people prefer retro romantic dating styles, indicating a trend towards slower-paced, nostalgic experiences [22] - The rise of pet memorial products includes items like "Wangxing Bank" and "Miaoxing Treasury" coins, with some stores achieving sales exceeding 10,000 orders [12] - Young people's interest in traditional foods, such as baked sweet potatoes, reflects a desire for comfort and familiarity during winter [9][10]

Core Viewpoint - The rising prices of street food have sparked discussions on social media, with many consumers expressing that they can no longer afford street food, which is often more expensive than meals at local restaurants [2][6]. Group 1: Consumer Sentiment - Consumers are increasingly vocal about the high prices of street food, with social media discussions highlighting that street food can be more expensive than restaurant meals [2][6]. - A video by a social media influencer showcased that certain street food items, such as a portion of beef offal, cost 41 yuan, while a similar dish at a chain restaurant was only 35.5 yuan, indicating a significant price discrepancy [3]. Group 2: Vendor Perspectives - Street food vendors express frustration over rising costs and declining customer traffic, leading to a cycle where they must increase prices to cover expenses, which in turn drives away more customers [5][6]. - Vendors report that their profit margins are squeezed by high costs associated with stall fees and operational expenses, with some stating that they are considering leaving the business due to insufficient earnings [5][6]. Group 3: Cost Structure - The perception that street food is cheaper is challenged by the reality of various costs, including stall fees, utilities, and the quality of ingredients used, which have all increased [8][9]. - For instance, a vendor in Foshan mentioned that stall fees can reach up to 248 yuan per night, significantly impacting their pricing strategy [9]. - Vendors are also investing in higher quality ingredients to differentiate their offerings, which further increases their operational costs [10][12]. Group 4: Market Trends - The shift in vendor mentality from basic survival to adopting a "celebrity economy" approach has led to higher prices, as vendors aim to create visually appealing products and unique offerings [13]. - Examples include gourmet versions of traditional street food, such as a simple sweet potato being sold for 20-30 yuan due to added premium ingredients and presentation [13].

Core Insights - Live e-commerce is emerging as a significant force in stimulating new consumption in China, with projections indicating that the total transaction volume will exceed 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales and contributing 80% of the growth in e-commerce [1][2][3] - The integration of live streaming and sales, driven by data and supported by platforms, enhances customer experience and stimulates consumer purchasing desires, showcasing a transformative impact on traditional business models [1][3] Group 1: Market Dynamics - The normalization of live shopping has become a primary driver of consumption growth, with online retail sales expected to grow by 7.2% in 2024, and physical goods online retail sales increasing by 6.5%, outpacing the overall retail sales growth by 3 percentage points [1][3] - The rise of "interest e-commerce" combined with short videos allows for a comprehensive display of rural specialty products, directly connecting local products with consumers and driving economic development [2] Group 2: Supply Chain and Consumer Engagement - The ability to establish deep trust with consumers through authentic video content enables live e-commerce to effectively match supply and demand, with continuous evolution of supply chain capabilities acting as a crucial competitive advantage [7][9] - Merchants are increasingly leveraging live e-commerce to enhance their understanding of consumer needs, allowing for more targeted product design and the activation of latent consumer demand [10] Group 3: Brand Development and Market Expansion - Enhanced supply chain capabilities can lead to the emergence of new brands or innovative domestic players, expanding the value boundaries of live e-commerce [11] - Live e-commerce is reshaping the retail landscape by breaking traditional limitations, allowing merchants to reach a broader consumer base and significantly increasing market reach [11][12]