Dingdong Maicai releases annual consumption report: 3R sales volume increased by 300%
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Dingdong Maicai, a fresh food supply chain company, recently released its “2021 Consumer Trends Report“. The report shows the living conditions of young people today and possible consumer trends for the coming year. It also presents some ideas on how to better meet user needs.
In the generally high-pressure working and living conditions of young people, high-quality 3R products and services (specifically, ready-to-cook, ready-to-heat, ready-to-eat) have been a common solution.
According to Dingdong Maicai, in 2021, the sales volume of 3R increased by 300% compared to 2020, and 3R type orders occupied more than 40% of all orders placed. In addition, more than 70% of users who purchase 3R products and services are under 35 years old. In terms of time, weekday and weekend 3R orders accounted for 66% and 34% respectively.
On Dingdong Maicai, 3R included ready-to-cook cut and washed vegetables in addition to meat dishes that were produced independently and can be served after unpacking and reheating.
3R dishes are now considered high-end and are often able to provide restaurant-like taste. Even catering options such as hot pot can be made at home. Dingdong Maicai launched “Ding Dong Da Man Guan” especially for consumers who want hot pot at home. In September last year, the first batch of 18 hot pot flavors and a variety of flexible menu items/combinations were released in this series. These dishes are practical and quick to cook, and guarantee the freshness of the food and the purity of the raw materials.
According to the report, Dingdong Maicai users now have a higher demand for safe and traceable foods, aspects that have become a principle for the company to develop diversified and differentiated products.
In 2021, the scale of direct acquisitions at Dingdong Maicai and the sales volume of organic food supplied to Hong Kong remained high. The proportion of direct acquisition in fresh production areas was nearly 80%, and the sales volume of organic products and vegetables supplied to Hong Kong increased by 121%.
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Last year, Dingdong Maicai also created a category for “Bao Ma Yan Xuan”, which means a special selection for baby parents. With the new labeling, the.company has promoted stricter and higher product access standards. At present, the average product repurchase rate in Bao Ma Yan Xuan has exceeded 45%, and the highest unit price has reached 91 yuan.
In addition, flowers, one of Dingdong Maicai’s key businesses in 2021, have been recognized by a large number of users. The report shows that last year, Dingdong Maicai sent more than 180 million flowers to 5 million families.
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