TEMPO.CO, Jakarta - One of the popular foods gaining traction ahead of the 2021 Lunar New Year is the Nian Gao cake or locally known as kue keranjang. But the Covid-19 pandemic at the beginning of 2020 has changed how this traditional festive snack is sold this year.
One of the Lunar New Year cake producers is the Kue Keranjang Keluarga Lie (Lie’s family Chinese New Year cake). The owner Lie Li Hua who uses the momentum of the pandemic to switch the marketing focus to e-commerce online platforms.
Lie, who produces the cakes in Tangerang, Banten, said that the sales had even increased significantly compared to before selling it online.
“[Sales] has increased this year because now not many people make them so they order it from us, there were customers making people aware of us. Stores now also buy from us,” said Lie on Monday, February 8.
As many e-commerce stores offer, Lie claims the 10-kilometer free delivery was one of the main attractions many have sought her cakes in ahead of this year’s Lunar New Year. Another factor Lie has enjoyed growth in sales is that she has not increased the price of her Chinese New Year cakes despite the rising prices of the cake’s raw ingredients.