The high pricing of stir fried goods is mainly influenced by factors such as brand targeting the high-end market, product taste being recognized by the market, marketing enhancing brand awareness, and changes in supply and demand during holidays. Fried goods brands should attach importance to the true value and user experience of their products. The future speculative market should still be anchored by value, centered around consumers, and seek a balance between innovation and pricing. During the Spring Festival holiday, every household cannot do without buying dried fruits and stir fried goods. But in some shopping malls, only three slices of pork jerky can be bought for 50 yuan, and hand peeled pine nuts can be sold for 200 yuan per kilogram, which makes people wonder why these ubiquitous nut stir fried goods can be sold at such a high price? Reporters found that various emerging stir fry brands are now entering large shopping malls. They mostly adopt exquisite decoration, transparent container display, and on-site speculation and sale methods, focusing on shaping a "sense of quality". At the same time, various brands have successively launched new products such as milk dates, yogurt tangerine slices, kale strawberry puffs, etc., attempting to open up new value points beyond traditional stir fried goods. However, with innovation comes a significant increase in prices. Many consumers sigh that they can spend hundreds of yuan on just a few bags of things when checking out. Gu Weiyu, Associate Professor of the School of Economics at Central University of Finance and Economics, analyzed that there are four main reasons for the high pricing of stir fried goods: firstly, the brand targets the high-end market, focusing on selecting raw materials and upgrading processes, resulting in high costs; Secondly, the product pursues uniqueness in taste and has gained recognition from some consumer groups, who are willing to pay for differentiated experiences; The third is intensive marketing to enhance brand awareness and recognition, forming a high premium ability; Fourthly, during the holiday season, dried fruit stir fried goods enter the peak sales season, and demand increases. In addition, in the context of highly developed Internet and social media, consumers are very vulnerable to the "peer effect" and "herd effect", and follow the trend to buy online celebrity products. Reporters browsing social media have found that many sharing posts are accompanied by phrases such as "New Year's goods ceiling" and "delicious food that can't stop", which has boosted consumer enthusiasm. The pain points in the sales process cannot be ignored. Some consumers have reported that the salesperson inadvertently guides customers to increase their purchase volume through sales techniques such as "filling up a little more" and "tasting guidance". Liu Chenran, a lecturer at the School of Economics at Renmin University of China, said that consumers lack intuitive perception of the correspondence between weight and price, and the amount of "shovel down" by store clerks is prone to far exceed expectations. When checking out, many people choose to accept bills that far exceed their budget due to psychological reasons such as "having tried and feeling embarrassed to return" or "afraid of trouble". This slight sense of coercion created through the use of reciprocity and anchoring effects damages the transparency and fairness of transactions. In addition, although some brands advertise as "freshly fried" and "fresh fruits", it is difficult to guarantee that all categories will be made on the same day, which may lead to information asymmetry or even misleading. Undoubtedly, some brands have made breakthroughs in the research and development of flavor and health attributes in stir fried goods, meeting consumers' needs for novelty, taste, and social attributes. At the same time, brands should attach importance to the true value of products and user experience. How to find a balance between innovation and pricing in the future speculative market? The answer is anchored by value and centered around consumers. By 2025, the scale of China's snack food industry will reach 1.1804 trillion yuan, with huge market potential, but competition is becoming increasingly fierce. Industry experts suggest that fried food brands should focus on technological upgrades and experience optimization: developing healthy formulas and creating flavors with memorable points; Introduce flexible options such as small size and combination packaging to reduce the threshold for trying new products and decision-making costs; Clearly label product prices and measurement units in prominent locations to avoid misleading consumers and enable innovation to truly serve health needs and consumer convenience. Gu Weiyu believes that although businesses may win consumers' favor in the short term with innovative products, in the long run, if the price cannot match the value of the product, it will damage the brand reputation and business continuity. Brands should not blindly pursue high-end labels and scale expansion. On the one hand, they can refer to similar speculative brands in the market and set reasonable prices; On the other hand, optimizing supply chain management, reducing costs and increasing efficiency, and continuously providing consumers with high-quality and cost-effective products are the key to achieving stability and success in the trillion yuan market. (New Society)