The 2017 “Sept. 17 China Nuts Health Week” Opening Ceremony & Summit Forum (Sept. 17 Event), which is initiated by Specialized Committee for Nuts and Roasted Seeds of China National Food Industry Association (CNSA) and created by China Nuts and Roasted Seeds Industry, was held from Sept. 16 to Sept. 25 after preparation in seven months. The event appreciated hard work of all peers and people from all sectors of the society concerning and supporting the event.

The 2017 Sept. 17 China Nuts Health Day is held based on the vast social influence of the online and offline activities of 2016 Sept. 17 Event. Over 100 million people participated in last year’s event, and accepted the diet idea of “a handful of nuts a day are good for health”. Meanwhile, according to new demands and new trend of the industry and market, the 2017 Sept. 17 Event is featured in the following new incoming points and new characteristics:

I. Development scope is extensive, and participating enterprises grow largely

The 2017 Sept. 17 event is responded by enterprises actively. Number of enterprises applying for the event by online and offline approaches are as double as that last year.

II. All sectors of the society and all industries, and peer industry in foreign countries attach high importance to the event; the information is extensive and lasts long; the propaganda is improved in intensity, breadth and depth. On the current day of the opening ceremony, hundreds of thousands people participated in this event, and accepted the diet idea of “a handful of nuts a day are good for health”.

III. Authoritative information pays attention to practice guided by theory and improves overall level of the industry.

The summit is held for the first time on open day of the industry, and information spread is authorized and extensive. The industrial association authoritatively released 2016 economic operation report and predictive analysis of nuts and roasted industry, issued list of brands with health value and innovation value in China nuts and roasted seeds industry in 2017, and firstly issued “Nuts and Seeds Food- Health Functions and Consumption Guidance”; invited China Food and Drug Administration to issue China nuts and roasted seed food spot check report and interpretation of relevant policies and regulations; well-known e-commerce enterprises released nuts and seeds food consumer analysis report; economists and well-known industrial entrepreneurs discussed about consumption upgrading and product upgrading. The theoretical guidance plays an active guiding role in development and improvement of overall level in the industry.

IV. Concerning young consumers and caring low-income consumers

V. During nationwide consumption experience period (Sept. 17-Sept. 25), online and offline abundant consumption experience activities are provided to make a wave among people. Nuts and seeds food are sold well.

1. Online consumption experience: e-commerce platforms are approached comprehensively

During 2017 Sept. 17 online consumption experience activity, the overall performance is stable, while increase of sales of nuts and roasted seeds food in JD during Sept 17 is large, reaching 247%. The sales growth of Laiyifen in JD increased 126%, in Tmall increased 12%, totally increasing 56%. The sales of BE&CHEERY increased 220%.

2. Offline consumption experience:  All offline participants, including processing companies, large-scale supermarkets and malls, dealers, wholesale market and real stores, propagandized nutrition and selection information of nuts and seeds face to face with consumers. The other highlight is the event sufficiently brought face-to-face service to full play, expand service scope and add service items considerately. 

VI. Sept. 17 event in the entire industry enters a mature stage from surface to center and from shallower to deeper

While strengthening publicity and concerning online and offline propaganda, enterprises no longer stay on the level of form and slogan, but substantially integrate Sept. 17 connotation to products, and carry out practical product marketing. This is a new characteristic and progress of 2017 Sept. 17. It sufficiently shows enterprises more deeply and distinctly for topic and objective of Sept. 17, and marks Sept. 17 event in the entire industry enters a mature stage from surface to center and from shallower to deeper.

The online and offline consumption experience and new consumption trend in 2017 Sept. 17 event are mainly shown in the following two aspects:

Firstly, the consumption behavior is more rational and market is realer.

Secondly, the event shows new trend of individualized face-to-face service experience with humidity and emotion.