Combined marketing promotes gift-giving, and new alcoholic beverages are launched to meet the New Year atmosphere | January's Popular Index List of Food and Fresh Produce Brands' Consumption

Source: Shiyan Big Data

During this monitoring period, Three Squirrels, Yili, Want Want, Mixue Bingcheng and Wuliangye ranked in the top five of the list with comprehensive heat indices of 1.80, 1.67, 1.64, 1.61 and 1.57 respectively.

Snack brands promote gift-giving consumption with combined strategies, and creative marketing of tea beverages drives post-link sales

Three Squirrels topped the list with a comprehensive heat index of 1.80. Its 2025 New Year Shopping Festival activities continued to be popular. Through an omni-channel layout including distribution, comprehensive e-commerce, short-video e-commerce and community group buying, its sales data and performance continued to rise, especially with a strong performance on the Douyin platform, successfully topping the list.

The excellent results of Three Squirrels' New Year Shopping Festival are attributed to its comprehensive market strategy: covering all categories and price ranges, providing cost-effective New Year gift products. In response to the gift-giving needs of the New Year Shopping Festival, Three Squirrels enriched the price range of nut products, covering the full price range from 39.9 yuan to 188 yuan, strengthened the sales of classic nut gift boxes, and launched high-end nut gift boxes to adapt to high-potential and gift-giving channels to meet the needs of different consumers. At the same time, materials are customized according to different selling scenarios to effectively enhance the terminal potential of the brand.

Mixue Bingcheng successfully entered the top 5 of the list with a comprehensive heat index of 1.61, and its social media performance is particularly outstanding. Its heavyweight Taro Paste series products launched in winter became the focus. The brand cleverly planned an "self-directed and self-acted" official announcement drama: changing the image of Snow King into a purple suit and announcing that Taro Paste Snow King is the global spokesperson.

This creative marketing quickly sparked heated discussions. Multiple topics such as "Snow King announcing himself", "Mixue Bingcheng spokesperson" and "Mixue Bingcheng Thick Taro Paste Milk Tea" became trending on social media. Netizens engaged with the memes and actively responded by placing orders, with a significant post-link conversion effect.

High-end alcoholic beverages create new products for the Year of the Snake to comply with the New Year consumption, and dairy products' heartfelt marketing triggers emotional resonance

From a segmented category perspective, two alcoholic beverage brands, Wuliangye and Luzhou Laojiao, are on the list, with comprehensive heat indices of 1.57 and 1.03 respectively. As the Spring Festival approaches, established liquor companies have launched new products to comply with the "New Year consumption" trend and strengthen the brand potential. Wuliangye launched the Year of the Snake Zodiac Wine, with the outer packaging ingeniously integrating the zodiac culture creativity of the "Golden Snake Dancing", highlighting its profound cultural heritage and quality.

Luzhou Laojiao has released the "Holding the Stars in Hand" Artistic New Year Wine. The bottle body adopts the handprint engraving of a sculpture artist, achieving a deep integration of the brand and art, reflecting the long-term and meticulous cultivation.

This month, Golden Diary entered the list with a comprehensive heat index of 1.56. As the end of the year approaches, Golden Diary accurately perceives people's emotional needs for a better future at the end of the year and launches a heartfelt marketing campaign around the "New Year Wish". The brand collaborates with the spokesperson Liu Yifei, inviting consumers to "Speak Out Your 2025 New Year Wish", and launching the "New Year Wish" video blockbuster. While convey the brand's warmth, it triggers a strong emotional resonance from users.

In this New Year marketing campaign, Golden Diary mobilizes consumers to actively participate in "content co-creation", generating a large amount of UGC content, forming a good long-tail effect.

List Explanation

The Shiyan Consumption Compass Series Index Report is a consumer index evaluation system exclusively developed by Shiyan Index. This series includes main lists such as the "Brand Consumption Popular Index List", "Industry Consumption Heat Index List", "Product Consumption Heat Wave Index List", "Consumption Popular Event List", and extended list reports within the corresponding scope. It aims to objectively and truly present the trend characteristics of the consumer world through the index evaluation method, helping the industry and brand owners to continuously track the consumption market trends, provide references for enterprise operations, and enhance the comprehensive business competitiveness.

The industries continuously monitored by the Shiyan Consumption Compass Series Index List are as follows:

12 major industries including 3C Digital, Footwear and Clothing Accessories, Food and Fresh Produce, Household Appliances, Sports and Outdoor, Beauty and Cleaning, Mother and Baby Products, Home Furnishings and Decoration, Automobile Consumption, Toys and Musical Instruments, Pet Products, and Medical and Health.

Source: Shiyan Big Data

Disclaimer

This list is exclusively compiled by Shiyan Index. The views, conclusions and suggestions of the list are for reference only and do not represent any specific investment advice or decision-making basis.

The calculation of the list data combines the public data of mainstream platforms and the data accumulation of the Shiyan Big Consumption Platform under SmartBuy Technology. We have taken reasonable measures to ensure the reliability and accuracy of the data provided as much as possible, but it is impossible to eliminate some errors or deviations caused by the limitations of the data itself. In addition, some of the data in this report has not been formally audited by an independent third-party auditing agency, so there may be unrecognized errors or omissions. It is particularly reminded that the market situation may change at any time, so the predictions, analyses and conclusions in the report may be different from the actual situation.

Any third-party names, brands or products mentioned in the report are for illustration purposes only and do not constitute an endorsement or recommendation. Any mention of these third parties should not be regarded as any form of endorsement or recommendation. The copyright of the report belongs to SmartBuy Technology Group and Shiyan Index. It is not allowed to copy or distribute without permission. SmartBuy Technology Group and Shiyan Index do not assume any legal responsibility for any loss or damage resulting from the use of the information in this report.