Brands that genuinely root themselves in the mass market, understand user needs, and continuously innovate are the ones that stand firm in intense competition. BUSYMING's core logic of "small profits but quick turnover" enables high quality-to-price ratio through supply chain efficiency revolution, ensures consumer experience with standardized services, and builds brand identity through emotional marketing, ultimately achieving a win-win situation for both commercial and user value during the Spring Festival peak consumption period.
As the Spring Festival approaches, China's consumer market shows distinct characteristics of quality upgrading, diverse scenarios, and emotion-driven purchases. Quality snacks and domestic trendy New Year goods have become new consumption hotspots, with BUSYMING, a leader in the bulk snack sector, performing particularly impressively.
Leveraging momentum after its Hong Kong stock market listing, the synergistic effect of its dual-brand matrix, and deep penetration into lower-tier markets, BUSYMING achieved revenue of 46.371 billion yuan and a net profit of 1.559 billion yuan in the first three quarters of 2025, with a three-year compound growth rate exceeding 200%, making it the most representative new consumption enterprise in the Spring Festival consumption wave.
In this nationwide consumption feast, through precise market strategy, superior product service, and empathetic brand expression, BUSYMING not only validated the business logic of "small profits but quick turnover and value return" but also redefined the boundaries of mass snack consumption experience, providing a replicable development model for the new consumption industry.
BUSYMING's rise stems first from its deep insight into market demand and the foresight of its strategic layout. Amid consumption stratification trends, lower-tier markets have become a blue ocean for new consumption. From its inception, BUSYMING precisely positioned itself as "the snack chain brand at everyone's doorstep," building a nationwide terminal network with community and township stores as core scenarios.
By 2025, the total number of stores under its two major brands, Snack Busy and Zhao Yiming Snacks, surpassed 20,000. Rooted in core county streets and township intersections, they provide consumers with high quality-to-price ratio snack options within walking distance, perfectly meeting the core needs of "convenience + high cost-effectiveness" in下沉 markets. This scenario下沉 is not merely channel expansion but is based on deep adaptation to regional consumption characteristics.
In Hubei and Hunan, it created themed stores combining intangible cultural heritage elements like oil-paper umbrellas and Xiang opera; in Jiangxi, it incorporated folk symbols like lion dances and Ao fish lanterns. This achieved a "thousand stores, thousand faces" localized expression while ensuring "ten thousand stores, one standard" of service through dual online and offline store inspection mechanisms.
Supporting this strategy's implementation is the full-chain efficiency revolution built by BUSYMING. Traditional snack categories face long-standing pain points like high channel costs and slow response speeds due to complex SKUs and rapid iteration. BUSYMING adopted a "direct connection with producers + large-scale procurement" model, eliminating middlemen such as provincial and city distributors, and cooperated with over 2,500 manufacturers, including 50% of the companies on the "2024 Hurun China Food Industry Top 100 List," achieving a price advantage approximately 25% lower than offline supermarkets for similar products.
On the supply chain end, it established 36 major intelligent storage and logistics centers with a total area exceeding 700,000 square meters, ensuring nationwide store orders are delivered within 24 hours. This logistics efficiency is particularly crucial during the Spring Festival stockpiling peak, guaranteeing timely replenishment of New Year products. Furthermore, 30,000 visual store display templates provide加盟 stores with customized layout designs through digital tools, lowering operational barriers while enhancing the consumer experience, forming dual barriers of "scale effect + efficiency advantage."
Capital market recognition further confirms the strategy's correctness. After listing on the Hong Kong stock market in 2026, BUSYMING became a listed benchmark in the bulk snack sector. By the end of the third quarter of 2025, the company's cash and cash equivalents balance reached 3.028 billion yuan, with net cash flow from operating activities at 2.189 billion yuan. Ample capital reserves provided solid support for its Spring Festival marketing and supply chain upgrades.
This combination of "strategic下沉 + efficiency upgrade + capital empowerment" allowed BUSYMING to stand out during the Spring Festival consumption peak and provided valuable experience for how new consumption brands can root themselves in the mass market.
In the new consumption era, products and services are no longer isolated links but core elements forming a consumption闭环. BUSYMING understands this well. Centered around Spring Festival consumption scenarios, it built a comprehensive user value system from product development and service experience to marketing interaction.
On the product end, it meets diverse needs through "high-frequency iteration + customized development," forming a rich matrix covering 7 major categories and over 3,900 SKUs. Among these, 34% of SKUs come from customized cooperation with manufacturers, and 38% use bulk weighing形式, lowering the threshold for consumers to try new products while enhancing product differentiation.
Targeting the Spring Festival market, BUSYMING launched hit products like nut gift boxes and zodiac-themed snacks. Its collaboration with Saltgold Store on sesame sauce-flavored vegetarian tripe, based on data insights into taste preferences in下沉 markets, sold 960 million units in the first nine months of 2025, becoming a phenomenal single product. This "data-feeds-R&D" model keeps products closely aligned with market demand, maintaining competitiveness during the Spring Festival purchasing surge.
The standardization and humanization of service experience further strengthened user stickiness. BUSYMING implements a "ten thousand stores, one standard" service standard, enhancing staff professionalism through systematic training, while establishing a dual online and offline store inspection mechanism to ensure service quality stability.
For the consumption peak during the Spring Festival, it optimized store scheduling in advance and improved checkout efficiency to reduce consumer waiting times. On the after-sales end, a rapid response mechanism was established to handle consumer feedback promptly. Although some complaints remain on platforms like Hei Mao投诉, overall, its service system is leading within the industry.
Additionally, BUSYMING extended service scenarios to the emotional value level. The "Lucky Cat themed stores" launched during the Spring Festival created a strong holiday atmosphere through inflatable decorations and Spring Festival couplets, turning shopping into a ritualistic experience. Interactive elements like receipts transforming into "auspicious lottery slips" and members抽家电 gift packs upon reaching spending thresholds increased fun and user participation. Consumer-shared "New Year luck photos" on social platforms like Xiaohongshu formed spontaneous传播, bringing considerable traffic增量 to the brand.
The integrated online-offline service model further broadened consumption scenarios. Relying on its 20,000+ stores nationwide, BUSYMING offers instant retail services like "online order, store pickup," combined with "non-stop" logistics during the Spring Festival to meet emergency purchasing needs. On platforms like Douyin and Xiaohongshu, it guides consumers to offline stores through influencer New Year goods specials and short video promotions, forming an "online引流 + offline consumption"闭环.
This three-pronged effort of "product quality + service experience + emotional interaction" allowed BUSYMING to not only meet users' material needs during the Spring Festival consumption but also provide emotional value, achieving an upgrade from "selling snacks" to "selling a lifestyle."
A brand's core competitiveness lies in its ability to establish emotional resonance with consumers. Through precise brand positioning, diverse IP cooperation, and innovative marketing tactics, BUSYMING successfully built a "young, trendy, warm" brand image during the Spring Festival. Its core positioning of "consumption普惠 that benefits the people" closely aligns with the core demands of mass consumption, while its operational philosophy of "small profits but quick turnover and value return" resonates even more during Spring Festival spending. In the current context where consumption升级 and rational consumption coexist, high-quality, low-priced products always possess strong market appeal.
The official announcement of Zhou Jielun as brand ambassador in 2024 expanded brand recognition using the influence of a national-level idol. Collaborations with well-known IPs like Doraemon and Wangzai created social话题. The "Lucky Cat themed stores" and catchy "Meow Meow Meow" theme song during the Spring Festival, using elements like puns and cute designs, accurately reached young consumer groups, leading to viral传播 on social media.
Deep operation of brand culture made BUSYMING a cultural symbol of Spring Festival consumption. By combining intangible cultural heritage with Spring Festival elements and creating非遗-themed scenes in many stores, it allowed consumers to experience traditional culture魅力 while shopping, highly aligning with the 2025 Spring Festival trend of "非遗 consumption heat." Data shows that searches related to "非遗 experience" increased 168% year-over-year during the Spring Festival. BUSYMING's非遗-themed stores恰好 met this demand, enhancing the brand's cultural内涵 while responding to the national call for cultural传承.
Furthermore, it deeply linked shopping with traditional festivals through activities like the New Year Goods Festival and member benefits, making "buying snacks" an important part of Spring Festival reunions and visiting relatives, strengthening the brand's association with holiday scenarios.
The elevation of brand value ultimately translated into market competitiveness. Through its brand strategy of "mass positioning + trendy expression + cultural empowerment," BUSYMING maintained affinity for下沉 markets while attracting young consumers, forming a broad user base. During the Spring Festival, foot traffic in its national stores increased significantly year-over-year, and the proportion of member consumption continued to rise, confirming the brand's market appeal.
This brand-building path of "value普惠 + emotional resonance + cultural identity" provides an excellent example for how new consumption brands can achieve brand elevation during holiday marketing.
BUSYMING's outstanding performance in the 2025 Spring Festival consumption wave is not only a集中体现 of its multi-dimensional advantages in strategy, product, and brand but also reflects the development trends of China's new consumption market.
Only brands that truly root themselves in the mass market,洞察 user needs, and continuously innovate can stand firm in fierce competition. With "small profits but quick turnover" as its core logic, BUSYMING achieved high quality-to-price ratio through supply chain efficiency revolution, ensured consumer experience with standardized services, and built brand identity through emotional marketing, ultimately realizing a win-win for商业 value and user value during the peak season.
From an industry perspective, BUSYMING's success provides important启示 for new consumption brands. Against the backdrop of consumption分级,下沉 markets hold huge potential. Brands need to放下身段,深入洞察, and win over users with products and services that meet local needs. Efficiency is the core competitiveness of mass consumption brands; only through supply chain optimization and digital upgrade can profitability be achieved while maintaining low prices. A brand is not just a product identifier but also a carrier of emotion; long-term user stickiness can only be established through cultural empowerment and emotional resonance.
As the consumer market continues to upgrade, BUSYMING still needs to make continuous efforts in product innovation, service optimization, and brand沉淀 to address challenges from industry competition and changing consumer demands. However, it is undeniable that at the special consumption node of the 2025 Spring Festival, BUSYMING has already proven its industry position with strength, becoming a model for new consumption brands rooting in the mass market and achieving sustainable development. It is believed that in future development, BUSYMING will continue to be user-centered and innovation-driven, writing more brilliant chapters in the bulk snack sector and injecting more vitality into the development of China's new consumption industry.
Comments