Fresh snack brand "Jinlimen" accelerates national expansion: Six stores in Guangdong and Hubei are renovated simultaneously | The Frontline

Fresh snack brands are vying for new markets.

36Kr learned that the fresh snack brand "Jinlimen" has recently been intensively expanding its national layout, officially entering the stage of rapid cross - regional development. Recently, the first store of Jinlimen in South China and the first batch of six stores in Hubei have started the decoration process. Meanwhile, the first store of Jinlimen in East China will officially open in Nanjing Xinjiekou IFCX on May 29th, continuing to expand its presence in the core market of the Yangtze River Delta.

A relevant person in charge of Jinlimen said that Jinlimen will continue to increase its store layout. This year, it will fully promote the store expansion plan to enable more consumers to experience fresh short - shelf - life snack products and services.

The first store of Jinlimen in South China is located on the first basement floor of Buji Mixc in Longgang, Shenzhen.

It is reported that Jinlimen started with chestnuts and roasted nuts - related businesses in the early days and then shifted to the fresh snack model of "made - to - order and short - shelf - life freshness".

Now, as a representative brand in the "fresh snack" trend, Jinlimen is centered on the positioning of "short - shelf - life, made - to - order, fresh and healthy", forming a brand image with featured categories such as spicy fresh food (with a shelf - life of 48 hours), made - to - order milk tea, and pure fruit tea. In addition, Jinlimen also relies on a complete supply chain system of "direct procurement from the base + central kitchen + in - store production" to achieve full - chain freshness control from raw material picking to terminal sales.

A fresh snack research report by Huachuang Food and Beverage shows that the surveyed Jinlimen stores have about 139 SKUs, covering six major categories such as fruits, beverages, and baked goods, and almost all of them are self - owned non - standard products. Among them, the short - shelf - life and high - frequency consumption categories within 1 - 5 days account for 46.1%, and it is estimated that the sales volume accounts for more than 60%.

Jinlimen store

Currently, Jinlimen has more than 20 directly - operated stores. With Hunan as its base, it has a dense layout in major core business districts. Jinlimen was originally founded in Changsha. Huxiang - style spicy fresh food, marinated duck, konjac silk, duck collarbone, etc. form the basis of some popular products. However, when expanding from Hunan to Nanjing, Wuxi, Shenzhen, Wuhan and even broader markets, it is uncertain whether these SKUs still have the same repurchase ability. Whether regional popular products can become national best - sellers is the first question that Jinlimen must answer.