The continuous high temperature in Guangzhou has driven the rapid rise of the "cool economy". South China food expo learned that the sales volume of summer heat-relief foods such as cold drinks and ice cream has increased significantly recently, and many supermarkets have increased the number of freezers to meet the strong demand. Dai Chongye, manager of the Business Department of Dongshan Department Store, said that the number of freezers in the store has increased from the usual 2 to more than 10, and the promotional models and traditional red bean-flavored ice cream are the most popular.

Market monitoring data shows that in the first ten days of July, the sales of refreshing drinks, fruits and ice cream in Guangbai Supermarket increased by 19% year-on-year. A clerk at the Meiyijia Store near Jinan University revealed that ice cup products are particularly popular, and cold drinks are mainly soda and milk-based beverages. Consumers generally tend to buy large bottles of cold drinks, and some customers even choose to purchase whole cases of purified water.

The late-night snack market is also booming. According to data from Hema, the sales of products related to "the atmosphere of fireworks" have increased by more than 70%, and orders for crayfish after 5 pm account for more than 60%. The search volume for barbecue categories has increased by 120% year-on-year. Under the health trend, new "three-low" prepared products such as seafood skewers and vegetable skewers are favored. South China food expo noticed that Hema has newly launched the "light preparation" series of barbecue products, which use low oil, low fat and low salt as selling points to meet the demand for healthy eating. Chinese-style health-preserving drinks have become new favorites for late-night snacks. More than 30 products such as fig and flaxseed light-nourishing water and red bean and coix seed water are popular in the market due to their traditional food tonic formulas.

According to Meituan's data in July, the number of orders for "late-night snack group purchases" in Guangzhou increased by 37% year-on-year. Buffets have become a new choice for tourists' late-night snacks, and the number of orders contributed by non-local consumers increased by 88% year-on-year. Catering enterprises have extended their business hours and launched cost-effective packages to attract customers.

Supermarket channels are actively adjusting their marketing strategies to cope with the summer consumption peak. Guangbai Co., Ltd. has driven sales through activities such as the "Whitening and Sun Protection Festival", and the year-on-year growth rate of skin care products such as sun protection and isolation has reached nearly 50%. The promotional model integrating online and offline has achieved remarkable results, and the total sales of Guangbai Supermarket's online instant retail platform have doubled.

Industry insiders pointed out that the continuous high temperature weather has continued to stimulate the demand for heat-relief foods, and it is expected that the sales peak season of related categories will last until the end of August. Retail enterprises should continue to optimize their product structure, strengthen online-offline linkage, and seize the opportunities in the summer consumer market.

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Source: Southern Metropolis Daily

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