The Dragon Boat Festival, those dumplings you don't know business – Dragon Boat Festival, dumplings-IT information

Wufangzhai, really really old on behalf of "zongzi jiaxing" accounted for 40% of the dumplings in China market share.

Dumplings, is equated with the Dragon Boat Festival foods. But the customs, dumplings are also flavor: flowers from Yunnan ham and rice dumplings to small scilloides glutinous rice dumplings in the North, and then to Starbucks ice cast of stars ... ... Because people everywhere is another man's poison, China dominated the dumplings. If you want to say, Fang, one of five, the annual output of more than 300 million dumplings business, leads, including really old (with an annual output of over 100 million), dumplings, "jiaxing" charge to the national market, jiaxing accounted for zongzi 40% share of the market. According to jiaxing daily reported, before the Dragon Boat Festival this year, wufangzhai dumplings produced 1.6 million a day, also in short supply.

Dragon Boat Festival is still a week away, North to Royal Park Daoxiang village, southern savory dumplings of Shanghai zhujiajiao, Suzhou long Jean rice dumplings, has already lined up cargo team. Dumplings, and closely related to the seasonal food, ushered in a prime sales period of the year.

Tongue on China, tongue on the Festival. Therefore, the Dragon Boat Festival, our business topics, to talk about the dumplings.

4,000 years of Chinese culture, each holiday celebration varies in different regions, feeding practices, poor ingredients, but the same, regardless of each Festival, many people can use the food to stand up. The Dragon Boat Festival, are rice dumplings. Flowers from Yunnan ham small scilloides glutinous rice dumplings to the North, then to Starbucks ice star cast in sweet and salty party party's debate, each shape of zongzi, are almost completely developed.

A dumplings can have a lot of energy? Said these words before, you may wish to review before the Ching Ming Festival this year Shanghai "net red" Green Group, some Queuing even at 6 hours purchased. A box of 6 Green Group 48 Yuan, 200 Yuan by scalpers scrambled to a box, worth over 4 times.

King also jujube cakes in Beijing, before moving in a lot of customers waiting to buy a farewell, a line three or four hours a day just to buy one last time, founder Amy before the move has received thousands of calls, which have more than more than 200 wanted to talk about investment and cooperation.

The food is what matters to the people, this is the power of food. But neither green nor the King of jujube cakes, after all, still can not make a large-scale business. Green Group in particular, most seasonal food, it always only in the Festival before erupting into the pan. What do they give Diners flock? The sustainable development of the food industry and how to keep his?

Dumplings, also face the same problem. But existing dumplings producer, has also developed various business channels.

"King of the dumplings" are "big business"

New to Beijing, one of the largest fruit wholesale merchandise distribution center. Here, as well a large number of dumplings gift wholesale business this year. They also put their breadth of information published on the 58 market with a view to obtaining more buy and wholesale customers.

The dumplings here gift packaging, are mostly from the Tao Heung Village, wufangzhai, really really old, think all users are very familiar with the brand. Lee is new, as the company sells dumplings. In addition to wufangzhai, also some COFCO, the first farmers in the packing of dumplings, dumplings and Moscow restaurant. Wait until the day before the Dragon Boat Festival, his little boxed rice dumplings, mainly left the Moscow restaurant, packed in a box of six or seven pieces of rice dumplings he gave is the price of 50 Yuan. "Are factory direct. "He said. Meanwhile, he also recommends farmers gift card denomination ranging from hundreds of thousands of Yuan, and also can be printed on a variety of greetings.

"Now or send cards mostly. Or send. "He said. After all, rice dumplings, other card to buy more products.

Buy wholesale market in China the common branding, jiaxing dumplings most well-known brand. Wufangzhai is well-known trademarks in China, dumplings of the brand is the country's most influential companies, and jiaxing famous dumplings.

Being a Chinese brand, wufangzhai business, starting from the 20 's of the last century. Rice dumpling business, has always been a low threshold, big, small. Want big, raw material and geographical constraints that must be overcome. Wufangzhai can do now, is relying on a huge family. Looking for raw material supply throughout the country, actively sponsors various cultural activities to expand the brand influence of Dragon Boat Festival, as well as through sales network building, mechanization and mass production, gift development, wufangzhai successfully to expand into a national brand. Even as far away as Beijing, wufangzhai and also Tao Heung Village rival, became frequent visitors to the major supermarkets.

Without greater resources and financial support, become many brands big restrictions. The common commercial brand, from three to miss, wufangzhai Daoxiang village, is not a comprehensive large-scale food producers, is the old brand.

In jiaxing and wufangzhai cognate of "really old", although time wufangzhai late start, but also expanding, went to the big road. In jiaxing, "really old" local popularity and taste, after becoming wufangzhai dumplings of the second well-known local brands. In order to grow, it also introduces outside capital. In 2015, Huang Huang on Foods Corporation acquired 67% shares of really old, enterprise management and its capital, sales channels, brand management, bring in really really old.

At present, the dumplings in the market in the country, jiaxing dumplings 40% market share. And these large manufacturers and brands, became national supermarkets and wholesale markets and the high speed rail shop regulars, holiday gift of choice.

These are "big business", but now, compared to the landscape of the past, but slightly inferior.

Huzhou pillow cast photo:

In recent years, the dumplings from holiday gift platform slowly descended, previously priced zongzi gift box also gradually dwindled down.

Taiyuan City, a few years ago, it joined the truffles, abalone, the price of Thai rice nearly one dumplings more than how many people remember, but this has become an go back to the past. Supermarkets in Beijing now, zongzi gift box is among the dozens of Yuan to 150 Yuan, can achieve more than 200 Yuan is not much. Pricey gift boxes for the mall to reach about five hundred or six hundred, thousands of Yuan of zongzi gift, most is in cat, Jingdong and other traces found on the electrical contractor.

Zongzi gift cards are increasingly rare in these areas.

And new in gift card sales instead, "holiday coupons", when and some civil servants, public institutions and State-owned enterprises staff when private chat, and they are so. At 58 city, we did not find old posts of the transfer and acquisition of zongzi coupon.

This is an online shopping and Internet "+" very popular era, this is a consumer promotion, the rise of mass consumption. In shopping malls and supermarkets, frozen vacuum packed for I don't know how long, machine assembly line out of the dumplings, apparently seeking personalized, quality and "mother's touch," young consumers increasingly unwilling to pay the Bill.

Larger brands who turned his gaze to the e-commerce platform. However, they are still firmly in the leading enterprises are suppressed. Early in 2009, wufangzhai began to do e-commerce, opened brand store on Taobao, and were also the first to open a group purchase hotline. In 2010, wufangzhai e-commerce sales reached 26 million Yuan, from 2009 225% 2011, annual sales of more than 30 million yuan in 2012, during the Dragon Boat Festival, electronic commerce volume exceeded 30 million yuan in 2013, during the Dragon Boat Festival, e-commerce transactions but also breaks the 50 million mark ... ... At present, wufangzhai cat's flagship store on the day sales, account for all zongzi category of 60%.

For the dumplings, Dragon Boat Festival continues to be its main selling gold, season too obviously, time is fleeting. In order to surprise in the packaging and taste, rice dumpling makers than innovation, to attract young consumers ' attention. This year, taking advantage of the occasion of the American team 3 fires a mess, wufangzhai also introduced the American team with inventive dumplings. Really really old is not far behind, a Chinoiserie set of novel packaging, identify it and wufangzhai instead, out of the traditional culture of the brand. Even foreign brands to be outdone, Starbucks ice star cast will attract curious fans.

Older stores and new electricity supplier

Every Tuesday and Friday, the courier will come to Nanjing for more than more than 30 communities around, for home users who send their community in Xian Tian Yuan ordered fresh and food. Before the Dragon Boat Festival, Xian Tian Yuan about 300 orders a day, all belong to the dumplings.

Guo Xiangyang is the founder of Xian Tian Yuan. This year the company, which only serves the surrounding facilities in Nanjing to be perfect community, and provided him with dumplings, from the area around the three dumplings: Milo zongzi, jiaxing, really really old, and long Suzhou Jean rice dumplings.

In Suzhou, the local, long Jean rice dumplings are also famous old store. North and South are different, zongzi is not just only appears during the Dragon Boat Festival, usually is a common breakfast food. Long Jane dumplings, in the eyes of the locals, is a real delicacy, especially egg dumplings, but signature products. Old Guo said, averaging six or seven bucks of zongzi, package and boiled hand every day, before the Dragon Boat Festival, people lining up in long queues to buy less this afternoon, zongzi selling everything. And the food, want to buy, can only go to the local stores. Although also some shopping before, but rarely.

Such local brands, or hidden, as well as taste and variety of dumplings around, are different. Earthquake far and pillow dumplings, living in huzhou. If you don't know, huzhou, the doublet in the deer and the cauldron for the trinket bag out of "sweet-free" rice dumpling do you remember? That is the famous dumpling. Pillow jiaxing dumplings, dumplings and package different is the elongated shape. Earthquake far with old local production has been scaled, but the channel was sold to local shops.

Such local foods and brands, whether from the channel and sales, could not be compared with the big brands. However, their visibility, and contains a great deal of opportunity, has not been completely excavated.

First thought they were new dealers. But this is not an easy task. "Almost all these time-honored does not have its own e-commerce channels. "Guo Xiangyang said. He talks about Jane dumplings under agreed to supply was spent a lot of effort. "Not pay special attention to their business channel". The old shop, no large-scale and fully mechanized operations, dumplings to go through manual packs, limited production, refrigeration, transport is a problem, so e-commerce platforms they are almost never considered before. If you expand the other channels, increase costs and manpower mean to these old stores, open branches, hold their traditional channels, ready to expand the business in an orderly manner, it seems safest for them. Guo Xiangyang finally carried out the "Government support" brand, which got the nod. In contrast, really really old and relatively much more open.

Excellent fresh tianyuan title is the health and safety of agricultural products, in product selection, choose products of geographical indication and the "old" processed foods. And channel coverage, focus on to the surrounding communities of Nanjing, and recommend to the user based on this product. At present, the scope of delivery has covered more than more than 30 community in Nanjing. It targeted to product selection and user area, maybe is one reason long Jane zongzi agreed to cooperate. "They store sale price to me of peace. "Guo Xiangyang emotion. But don't know how and business to "do business" veteran store products, have been welcomed by users.

Earthquake well with steamed rice dumpling production site photo:

White millet is constantly "trying" one earthquake far and pillow dumplings, she is looking for. And earthquakes far in cooperation with the first third-party provider. In her thought process, access to the production bases of such manufacturers, most sales are market-oriented, seldom come into contact with electrical contractor. "Let them accept and willing to try too hard. "She said. Wholesale markets, farmers ' markets, make money, hand delivery, such enterprises are most familiar with the transaction. This He Zhenyuan with the cooperation, "because we are also the depth of cooperation. Our sales, they can also spread the product information as soon as possible. " White millet said.

A founder of Liu Yong, Alibaba B2B team and serving East China regional market in 2014 founded after leaving office, is health, safety-oriented concept, to home and business users to provide kitchen ingredients, such as e-commerce. And a is not a nationwide e-commerce platform, which is currently the main push is Beijing and the cities of Hangzhou.

"Trying" is a call in the supply chain sector. They search around with local characteristics, from the production base, cheap and not well known ingredients suppliers, like "tongue on China" approach, but just ran into a shock away with these old brands of hearts.

Long Jane, earthquakes far with this old, the emphasis is on traditional crafts is not large-scale mechanized production, during the process of artificial system pyramid, also on various types of technology, therefore, output is limited. Therefore, it requires more brand and name recognition can be done, to put people and products to achieve a high degree of match. In this connection, Xian Tian Yuan and a more pointed in the promotion area, can also be used as a main product, and can better meet their needs. This kind of consumer feedback, and more accurately reflect a regional consumer product preferences. Elimination of local channels to bring them a single market reaction lag.

Moreover, these cooperation for local rice dumpling vendor, not only expands the channel and reduce the pressure of maintaining online channel. Before the Dragon Boat Festival, a rice dumpling orders reached 18,000, earthquake far into the sales peak.

But this is still not the local dumplings similar lasting way. E-commerce platform, the Dragon Boat Festival is a two months before they open the best of seasonal food, and in normal times, this route is closed. Moreover, they will adjust every year sales product strategy.

But in any case, for the old, and this is a new beginning.

Underground channel of dumplings

Derivative and "mother's touch," when another zongzi sales channels also quietly. For example, on the app and online shop selling "private kitchens" dumpling ". To a man, they play the "private kitchens" secret "," beautiful women hot Mama, my mother, my grandmother made "banner, with 2-10 Yuan price, sell everywhere.

Coincidentally, the street end of the lane stores and snack bars, small supermarkets and convenience stores, dumplings before the Festival has also become a frequent visitor to sales. About a dollar cheaper, slightly more expensive, 2-2. price of 5 Yuan, a different stuffing dumplings you can get. "Are their own family package by hand. "A farmer's market in Beijing, the wife of packaged food to the guests, so recommend. No trademark on the dumplings and a price tag in a heap on the side of the market.

We do not know the source of these dumplings with no logo and production date.

Secret zongzi underground channels, including those hidden deep in the peri-urban villages of unlicensed small workshops. Beijing evening news recently visited the "working" greenhouses, broken planks and filling, stuffing dug with bare hands, blisters or cloudy cast. In early June, Beijing Fengtai District, within the food and drug administration in a rented compound raided 3 dark dens of zongzi, seized the illegal production of the finished dumplings to 17,000.

In order to survive, rice dumpling-makers also have increased extension of the product, the development of more types of food. However, rice dumpling business is expanding into new way of seasonal food.

端午节，那些你不知道的粽子生意 - 端午节,粽子 - IT资讯

五芳斋、真真老老代表的“粽子嘉兴帮”占据了中国粽子市场40%的份额。

粽子，是跟端午划等号的食品。但各地风俗不同，粽子也各有味道：从云南的鲜花火腿粽到北方的江米小枣儿粽，再到星巴克的星冰粽……正因为各地民众各有所爱，中国鲜有一统天下的粽子。如果非要说有，五芳斋算一个，这家年产超过3亿只粽子的企业，带领包括真真老老（年产超1亿只）在内的粽子“嘉兴帮”，冲杀向全国市场，让嘉兴粽子占全国粽子市场40%的份额。据嘉兴日报报道，今年端午前，五芳斋每天产粽子160万个，还供不应求。

离端午节还有一周时，北到帝都的稻香村，南到上海朱家角的阿婆粽，苏州的长珍粽子，就已经有吃货排起了队伍。粽子，这种和节令紧密相关的食品，迎来了一年中的黄金销售时段。

舌尖上的中国，舌尖上的节日。所以，端午节，我们的创业话题，就来谈谈粽子。

中国四千年文化，每个节日在不同的地区庆祝方式各异，吃食的做法不同，食材有差，但万变不离其宗，不管每个节庆，天南海北的国人都能用一种食物给代表起来。端午，就是粽子。从云南的鲜花火腿粽子到北方的江米小枣儿，再到星巴克的星冰粽，在甜党咸党的争论之中，粽子的每一种形态，几乎都被开发殆尽。

而一只粽子又能够具有多大的能量？说这句话之前，你不妨回顾下今年清明节前的上海“网红”青团，有的排队者甚至不惜连排6个小时购买。一盒6只青团48元，一度被黄牛炒到了200元一盒，身价翻了4倍。

还有北京的枣糕王，搬迁之前迎来了大批顾客排队购买送别，有人排队三四个小时只为来买最后一次，创始人陈立在搬家前收到了几千通电话，其中有200多个是想谈投资合作的。

民以食为天，这就是美食的力量。但无论青团还是枣糕王，终归还是没有能做成一笔规模化的生意。尤其是青团，最为时令性食品，它总归只能在节日前爆发成为年度的昙花一现。它们又以什么来使得食客趋之若鹜？这种美食行业又如何保住自己的持续发展？

粽子，也面临着同样的问题。但现有的粽子生产者们，也从中开发了种种的生意渠道。

“粽子之王”们的“大生意”

新发地，北京最大的农贸批发商品集散地之一。在这里，也集中了大批今年的粽子礼品批发的商家。他们也把自己的信息广泛在58赶集上发布，以期获得更多的团购和批发的客户。

这里的粽子礼品装，大多是来自稻香村、五芳斋、真真老老、思念等所有用户都非常熟悉的品牌。李某就在新发地，为公司经销粽子。除了五芳斋，还有中粮、首农包装的粽子，以及莫斯科餐厅的粽子。等到端午前一天，他的小盒装粽子，主要剩下了莫斯科餐厅的，一盒六七枚装的粽子他给出的价格是50元。“都是厂家直销的。”他说。同时，他也推荐首农的礼品卡，面额从几百到上千元不等，还可以印上各种祝福语。

“现在还是送卡的居多。也好送。”他说。毕竟，除了粽子，卡能购买更多的其他产品。

国内团购批发市场这些常见品牌中，嘉兴的粽子品牌最为知名。五芳斋是中国驰名商标，也是全国最具品牌影响力的粽子企业，也让嘉兴粽子声名在外。

身为中华老字号，五芳斋的生意，从上个世纪20年代就开始了。粽子生意，一向是门槛低，做大难，小本为主。要想做大，就必须克服原料和地域的限制。五芳斋能够做到如今，也是依靠了庞大的家底。在全国各地寻找原料供应，积极赞助各种端午文化活动扩大品牌影响力，以及通过销售网络的构建、机械化和规模化生产、礼品化发展，五芳斋成功把自己拓展成了全国性品牌。即使是远在北京，五芳斋也照样和稻香村分庭抗礼，成为各大商超的常客。

而没有这样大的资源与财力支持，就成为了很多品牌做大的限制。看商超内的常见品牌，从三全到思念，从五芳斋到稻香村，不是综合大型食品生产商，就是老品牌。

在嘉兴和五芳斋同源而出的“真真老老”，虽然起步时间较五芳斋晚，但是也正在扩大规模，向做大之路走去。在嘉兴，“真真老老”依靠本地知名度和口味，成为五芳斋之后第二个知名本地的粽子品牌。而为了做大，它也引入了外部资金。2015年，煌上煌食品股份有限公司收购了真真老老67%的股权，把它的资金、销售渠道、企业管理和品牌运作，也带进了真真老老。

目前，在全国粽子市场中，嘉兴粽子占到了40%的市场份额。而这些大型厂商和品牌，也成为了全国商超、批发市场和高速高铁店的常客，节日礼品的首选。

这些都是“大生意”的渠道，但现在，比起往日的风光来，却略显逊色。

湖州枕头粽 图片来源：一地一味

近年来，粽子已经从节日大礼的高台上慢慢走下，以往的高价粽子礼盒，也渐渐少了下来。

几年前太原的那款加入了松露、鲍鱼、泰国香米的近万元一个的天价粽子不止还有多少人记得，但是，这也早已成为不可回到的过去。现在北京的超市，粽子的礼盒大多都是在几十元到150元之间，能够达到200元以上的已经不是很多了。商场的高价礼盒能够达到五六百左右，几千元以上的粽子礼盒，大多反而是要在天猫、京东等电商上觅到踪迹了。

粽子礼品卡也在这些地方逐渐少见了。

和新发地在销售礼品卡相反，“节日没有礼券了”，当我们和一些公务员、事业单位、国企的员工私聊时，他们基本都是如此反应。在58同城上，我们也没有寻觅到旧日转让和收购粽子礼券的帖子。

这是一个网购和“互联网+”大行其道的年代，这是一个消费升级、大众消费抬头的年代。对于商场和超市中，冷藏真空包装了不知多久、机器流水线赶出的粽子而言，显然追求个性化、品质化和“妈妈的味道”的年轻消费者们，越来越不愿买单了。

较大的品牌厂商们把目光移向了电商平台。但是，它们仍然牢牢被龙头企业们压制住。早在2009年，五芳斋就开始做电商，在淘宝开了品牌店，也最早开通了团购热线。2010年，五芳斋电商销售额达到2600万元，比2009年增长225%；2011年，全年电商销售额超过3000万元；2012年端午期间，电子商务交易额就突破了3000万元；2013年端午期间，电子商务交易额又突破了5000万大关……目前，五芳斋在天猫旗舰店销量，占了所有粽子品类的60%。

而对粽子来说，端午仍然是它主要的销售黄金期，淡旺季过于明显，时机稍纵即逝。为了出奇制胜，在包装和口味上，粽子厂商们也纷纷比着推陈出新，来吸引年轻消费者的眼球。今年，趁着美队3火得一塌糊涂之际，五芳斋还独出心裁地推出了美队粽子。真真老老也不甘落后，一组中国风的新颖包装，标识着它和五芳斋相反，打出了传统文化的金字招牌。连洋品牌也不甘落后，星巴克的星冰粽，也每年吸引着好奇的粉丝。

老门店与新电商

每到周二和周五，都会有快递员来到南京周边的30多个小区，为小区里的家庭用户送上他们在优鲜田源订购的生鲜和食品。这个端午节前，优鲜田源每天大约有300个订单，都是属于粽子的。

郭向阳是优鲜田源的创始人。这个成立一年的公司，只服务于南京的周边配套设施尚待完善的小区，而他提供的粽子，来源于附近区域的三家粽子产地：汨罗的粽子、嘉兴的真真老老，以及苏州的长珍粽子。

在苏州当地，长珍粽子也是知名老店了。南方和北方不同，粽子并不只是在端午节才出现，平时也是常见早餐食品。而长珍粽子，在当地人眼中，是不折不扣的美食，尤其是蛋黄肉粽，更是招牌产品。老郭说，平均下来六七块钱的粽子，每天现手工包制现煮，到了端午前，买的人可以排起长队，不到下午，粽子就卖得精光。而这样的美食，想要购买，只能去当地的门店。虽然之前也有网购，但量却很少。

这样的地方性品牌，还隐藏着许多，就如同粽子在各地的口味和种类一样，各有不同。震远同的枕头粽，就栖身于湖州。你若不知道湖州，那么《鹿鼎记》里双儿为韦小宝包出的“甘美无伦”的粽子你是否还记得？那就是大名鼎鼎的湖州粽了。枕头粽和嘉兴的粽子包法不同，是长条形状。震远同也是当地的老字号，生产已经规模化，但渠道还是多销往本地商铺。

这样的地方性食品和品牌，无论从渠道和销量上，都无法和大型品牌相比。但是，它们的区域知名度，却又蕴藏着极大的机会，没有被完全挖掘。

首先想到它们的是新电商们。但这也不是一件容易的事。“这些老字号几乎都没有自己的电商渠道。”郭向阳说。他谈下长珍粽子同意供货，很是花了一番功夫。“他们对电商渠道并不是特别重视”。这种老店，没有规模化和全机械化的操作，粽子要经过手工包制，产量有限，冷藏、运输都是问题，因此，电商平台它们几乎之前没有考虑过。如果拓宽其他渠道，意味着增加成本和人手，对这些老牌门店而言，开分店、守住自己的传统渠道，按部就班地稳稳当当地扩充生意，似乎对他们而言最为稳妥。郭向阳最后还是抬出了“政府支持”的金字招牌，这才获得了首肯。与之相比，真真老老相对就开通得多。

优鲜田源主打的是健康、安全的农产品，在产品选择上，重点选择有地理标志性产品和“老字号”加工食品。而且在渠道覆盖上，重点是推向南京的周边社区，并以此为基础选择产品向用户推荐。目前，派送范围已经覆盖南京的30多个小区。而它对产品选择和用户区域的有针对性，或许也是让长珍粽子同意合作的原因之一。“他们以和平时店面售卖一样的价格提供给我。”郭向阳感慨。但还不懂如何和电商“做生意”的老牌门店的产品，仍然得到了用户的欢迎。

震远同的粽子生产现场 图片来源：一地一味

白黍是一地一味“寻味团”中的一员，震远同的枕头粽，就是她寻找到的。而一地一味，也是震远同的首家第三方合作商。而在她的寻味过程中个，接触到的这类生产基地厂商，大多销售都是以大市场流通为主，很少接触电商。“让他们接受且愿意尝试，太难了。”她说。批发市场、农贸市场，一手交钱，一手交货，才是这类企业最为熟悉的交易方式。至于这次和震远同合作，“因为我们也是深度合作吧。我们的销量大，同时也能帮他们把产品信息尽快传播出去”。白黍如是说。

一地一味创始人刘勇，曾在阿里巴巴B2B中供团队和华东区域市场任职，2014年离职后创办了一地一味，也是以健康、安全为主打概念，向家庭和企业用户进行提供厨房食材等的电商。而一地一味也并不是全国性的电商平台，它目前主推的是北京和杭州两个城市。

“寻味团”是一地一味供应链部门的称呼。他们寻觅各地具有地域特色、来自生产基地、价廉物美又并非广为人知的食材供应商合作，这种类似“舌尖上的中国”的做法，却正好撞到了震远同这类老品牌的心坎上。

长珍、震远同这类老字号，讲究的是传统工艺，并不是规模化全机械化生产，在人工包制粽子过程中，还要注重各类工艺，因此，产量是有限的。因此，它对渠道的要求，更多是能够将品牌和知名度做起来，达到投放的人群和产品做到高度匹配。而在这一点上，优鲜田源和一地一味在推广区域上更为针对性，也能将其作为主推产品，也更能符合它们的需求。而这类消费者的反馈，也更能精准地反映出一个区域的消费者的产品偏好。消除它们原来单一的本地渠道带来的市场反应的滞后性。

而且，这种定向的合作，对于地方粽子供应商而言，既扩充了渠道，又减轻维护线上渠道的压力。端午节前，一地一味的粽子订单达到了1.8万单，让震远同也进入了销售的高峰期。

但是这仍然还称不上是地方粽子品牌发展的持久之道。对电商平台而言，端午节前一两个月是它们开通这种时令性食品的最佳时期，而在平时，这条通道是关闭的。而且，它们也会调整每年的销售产品策略。

但无论如何，对于老字号们而言，这是个新的开端。

地下的粽子渠道

微商时代和“妈妈的味道”风行的时候，另一条粽子售卖渠道也在悄然而起。比如说，在微信上和网店里出售的“私房粽”。无一例外，它们打着“私房秘制”、“美女辣妈、我妈妈、我奶奶亲手制作”的旗号，用2元-10元的价格，到处推销。

无独有偶，街旁巷尾的门店和小吃店，便民的小超市和便利店里，粽子在节日前也成为了销售的常客。便宜的一块钱左右，稍微贵一点的，2-2.5元的价格，一只不同馅料的粽子就可以买到。“都是自己家人手工包的。”北京的一家农贸市场里，老板娘一边给客人打包着食品，一边如此推荐着。粽子上没有商标和价签，堆在一边的大盘中。

我们并不知道这些无商标和生产日期的粽子的来源。

隐秘的粽子地下渠道，还包括那些隐藏在城市周边村镇深处的无证经营的小作坊。北京晚报不久前就走访了这样的“工作”大棚，破木板和馅料，赤手挖馅，浑水泡粽。6月初，北京市丰台区食药监局在一个出租大院内查抄了3家生产粽子的黑窝点，现场就查扣了违法生产的成品粽子1.7万个。

为了生存，粽子生产商们也都在纷纷加大了产品的外延，开发更多的食品种类。但是，粽子生意，也正在开拓时令性食品的新路。