Limited purchase, Shenzhen is crazily grabbing internet celebrity instant noodle buckets! The original price of 168 yuan was fried to 1999 yuan for membership | warehousing | original price
See you crazy buying again! This time it's instant noodles.
Recently, the largest Sam's flagship store in Shenzhen opened, selling a limited edition product called "Hewei instant noodle bucket". This instant noodle bucket has an exaggerated design, reaching a height of 45 centimeters and selling for 168 yuan. Each person is limited to 2 buckets, which immediately sparked a frenzy of competition.
On second-hand platforms, the instant noodle bucket was even fried to 1999 yuan per bucket, and many consumers still expressed their desire.
The giant instant noodle bucket in the picture has become a hot commodity
On June 29th, the largest Sam's flagship store in Shenzhen opened with a total construction area of 62000 square meters. In this opening, Sam has launched many limited edition products, including Unicare messenger bags, Wuliangye Jiulong Altar, etc. Among them, the Hewei Giant Instant Noodle Bucket is the most popular.
"In order to buy a limited quantity of instant noodles, I arrived at Sam's for an hour by car at 8 o'clock in the morning. There was a long queue on site, and it only took 15 minutes to start selling. Suddenly, I was informed that it was sold out! Due to purchase restrictions, there were only 50 spots available in a day. Perhaps because one person bought more than ten barrels on behalf of me in the early stage, it disrupted the market." A small Chen who specifically went to the Sam's store to buy the instant noodle bucket told reporters.
"I can't resist internet celebrity products! Sam's staff said that instant noodle buckets are exclusive to Qianhai stores, but they may run out of stock at any time. I didn't get them today, so I'll try my luck tomorrow." Another consumer said.
Due to its innovative design, the instant noodle bucket has quickly become popular on Xiaohongshu and social media, becoming an "internet celebrity product". Many netizens have also posted unboxing videos of instant noodle buckets. The unboxing video shows that the giant instant noodle bucket is made of paper and has three layers inside, containing 24 small barrels of instant noodles, with a total of 7 flavors, two of which are the best-selling in Japan.
Picture scalpers: No free shipping, no bargaining
On site sales are booming, and a barrel is hard to find. On second-hand platforms, there are also many purchasing agents selling at high prices.
On a second-hand trading platform, this huge instant noodle bucket, priced at 168 yuan, was fried by scalpers to range from 500 yuan to 800 yuan, with prices increasing several times. Some even called out the "sky high price" of 1999 yuan, while many still expressed their "desire".
A scalper claimed, "It's a fixed price of 500 yuan, no free shipping, no bargaining, and it's not easy to buy due to purchase restrictions. Whoever buys it first will buy it."
Many netizens have expressed their opinions on this matter. Some netizens exclaimed, "The world of the wealthy is incomprehensible" and "It's like eating too much and having nothing to do." Some netizens also said, "This is the hunger marketing of shopping malls."
Rapid development of warehouse membership stores
Currently, traditional offline supermarkets are facing multiple challenges.
The 2022 China Retail Digitalization White Paper jointly released by McKinsey and CCFA points out that according to data from the National Bureau of Statistics, the growth rate of total retail sales of consumer goods from 2019 to 2021 was 3.9%, a significant decline from the annual growth rate of 6.8% in the previous three years. Taking the supermarket business model as an example, industry profits have declined significantly, especially in the store model, which has experienced frequent store closures in the past year.
In sharp contrast to the traditional supermarket closure trend, the rapid development of warehouse membership stores.
Sam's Supermarket is a member based warehouse supermarket in the United States. Founded in 1983, it is a subsidiary of Wal Mart. Sam's Club entered China in 1996 and its first store was located in Shenzhen. In recent years, Sam has entered a period of rapid development at an astonishing speed, opening six new stores every year. As of now, Sam has a total of 45 stores in China, covering the vast majority of the country through e-commerce platforms. The number of paid members in China has exceeded 4 million.
"There are still about 20 stores in preparation," Wen Ande, the President of Sam's Club China Business, recently revealed that two to three new stores are expected to open this year, and six to seven new stores are expected to open next year.
According to the List of China's Top 100 Chain Stores in 2022 released by the China Chain Store Association, Sam's parent company Wal Mart has jumped from the seventh place in 2020 to the second place in 2022.
Wal Mart's performance in the first quarter of fiscal year 2024 announced that Wal Mart's net sales in China were $5.3 billion, up 28.3% year on year. Among them, Sam's Club and e-commerce have become the main driving forces for Wal Mart's business growth in China.
Industry insiders have stated that the consumption scenarios of warehouse member stores are significantly different from traditional supermarkets. The store has a large storefront, multiple categories, large packaging, and certain advantages in price. Consumers only visit once every period of time, such as one or two months. Moreover, the warehouse membership store is a paid membership system, and membership fees have become a major source of revenue for the warehouse membership store brand. Taking Sam as an example, the membership fee alone brings Sam over 1 billion yuan in revenue every year.
