In 1980, Wuhu, Anhui. At this time, the domestic policy of individual business has just been liberalized, but the stall owner of a melon seed stall in Wuhu has already made 1 million yuan by selling melon seeds. It was an era of ten thousand yuan households = local tycoons. He can sell two or three thousand pounds of melon seeds a day, the biggest reason is cheap, his melon seeds are 30% cheaper than others, so he is called "fool melon seeds". The success of the fool melon soon attracted the imitation of others in Wuhu. Wuhu and the Anhui province where it is located became the most prosperous place for Chinese stir-frying and even Chinese snacks in the following years. Qiaqia Food and three squirrels were born on this land. Nian Guangjiu and his "fool melon seeds" marked the beginning of the chinese snack era in the next four decades.
1
For a long time, domestic snacks were beaten by foreign snacks chasing their butts. In the 1990s, foreign snacks that had been rolled up in the global market began to enter the Chinese market in a big way. Puffed snacks represented by potato chips, candy snacks represented by chocolate and bubble gum, and biscuit snacks represented by combing. Compared with the domestic snacks consumed in the past, these foreign brands are well packaged, taste good, and more importantly, "clean and hygienic". At that time, except for the great white rabbit, there was almost no local enterprise that could compete with foreign brands. It is not a matter of taste, but the mature food industry assembly line against the semi-manual crushing. Foreigners have potato chips, we have pots. Foreigners have jelly, we have green balls. But the truth is embarrassing. You like to eat the green dough, your green dough sells well, you need to hire a large number of workers to make it by hand. If you want to build a youth league production line, sorry, there was no production line designed for the production of youth leagues in the world at that time. Even if the production line is available. What about marketing? What about marketing strategies? Foreign brands that can come to China are all rolled out marketing veterans, plus eating snacks is "trying to be fresh", so foreign snacks are like trisolaran people descending on the earth. Bibab Bubble Gum is like the Trisolaran "water drop" detector. Seemingly inconspicuous, such a small thing, sank the entire Earth fleet. In 1994, Italian confectionery giant Di Van Merle's Bibab bubble gum swept through the Chinese confectionery market as soon as it was launched in China. Its price is not much more expensive than other Chinese candies, and ordinary people can fully afford to consume them. It's delicious and fun, how can children not like it. Bibab's success has encouraged foreign investment.
In 1996, Oreo, which entered the country, became synonymous with chocolate chip cookies; in 1997, the pizza chips that entered the country became the social currency of many children that year, which small partner if he could eat the taster, he could proudly promote it for a month. The packaging barrel will not be thrown and should be used as a pencil case. Danone has single-handedly spent nearly two decades to make Chinese accept yogurt, which was previously only a local food (Inner Mongolia and Xinjiang specialties). The Filipino brand "Shanghaojia", which returned as an overseas Chinese, has almost enjoyed national treatment. The brands mentioned above should be the childhood memories of many readers. Domestic snacks were beaten to pieces, and there was no ability to fight back. So far, when it comes to snacks, the first thing we think of is the classification of snack types and the representatives of various categories are still foreign brands. It can be said that foreign capital defines Chinese snacks. Look back. It is precisely because of the entry of foreign brands that China's snack industry has learned the world's advanced experience. Just like Apple's supply chain upgraded the quality of Chinese mobile phones. However, whether it is the newly formed Dali Garden, or the veteran champion Guansheng Garden. It is not enough to shake the world of foreign investment for the time being. Through the television media, the Chinese people are very familiar with the products of Mondelëz (Kraft), Mars and Danone, and what are the second factory of Tianjin Food and the third factory of Taiyuan Food? Oreo's "twist, lick, bubble" was more brainwashed than the later Brain Platinum ad. Domestic brands lack technology, funds, and no experience in the promotion of FMCG. For a long time, domestic brands have to rely on imitation + low prices. Like Dali Garden, Guansheng Garden, and Panpan, after the tragic breakthrough, they slowly entered the mainstream supermarket shelves, but most of the domestic brands are still a mess and have no competitiveness. They needed an aggregated, precise, and low-cost platform.
2
Snacks are a trillion-dollar market category. But big and scattered. There are several versions of the Green Cart Snack Package alone: melon seeds and peanuts, eight treasure porridge, chicken claw fillet ham sausage. All of these are snacks. Among the more than 100 categories of miscellaneous snacks, some categories are naturally big stars, and they are more favored, and they can support a ten-billion-level listed company alone. For example, Weilong who makes spicy strips, such as Chacha who makes melon seeds, the pleasure of making potato chips, the double hui of making ham sausages, and ferrero who makes chocolate. As long as these items are on the shelves, someone will continue to buy them, and they will continue to repurchase them. Like us humans, some people shine, and some people fade. Not all snacks are big stars, and more snacks are just small and transparent. For example, most nuts, such as preserved meat, such as squid, such as canned yellow peach, such as seaweed. Although these snacks are also very delicious, it is difficult to leave a very deep memory point for consumers from the taste buds. When I ate it, I thought it was good, and I forgot about it when I turned my head. Many zero foods also have regional characteristics, such as mochi, which is a star in Guangdong and small transparent in Shandong. As long as it is not a general mass category, it belongs to the category of "small snacks". They are characterized by a less wide audience and a relatively low frequency of consumption. It is not realistic to pry the natural repurchase. Continuous marketing is needed to awaken consumers' memories. The existence of these small transparent categories makes the producers of these categories very little motivation to become bigger brands. To be a brand is not to say that it is enough to print a logo, to be a brand needs to burn money, you need to continue to burn money. Not only advertising, even if you go to shop, you need to burn money. In the era of no e-commerce, comprehensive supermarkets are large-traffic platforms. If your brand wants to enter the mall, it needs entry fees, bar code fees, new store opening fees, contract fees, and so on. Even sometimes the supermarket engages in activities, and if you want to discount, you have to discount. Otherwise discount your legs. The KA supermarket of that year was more dominant than today's Weiya Li Jiaqi. For large categories, these money is spent and can buy more traffic. But for small transparent zero food categories, this money is often wasted. Contribute, not yet please. In 2011, there was a lawsuit between a small food company and a large supermarket, and before and after the supermarket paid 1.28 million yuan, only 1.13 million yuan of goods were sold. Look, the pit fee was not invented today, and Wal-Mart Carrefour is also a traffic master who does rent collection business. For a single small transparent category, investing a large amount of brand budget may not necessarily awaken consumers to repurchase. Many consumers' attitude towards small categories is: "It's delicious, don't do it next time." "However, these small categories do have a lot of loyal fans at the same time." For example, I like to eat beef jerky, dried mango and broad beans. It's just that I really can't think of eating. Only when you are camping, team building, and passing convenience stores will you buy some. Although the consumption frequency of each category is low, dozens of categories and hundreds of categories are a big business. Therefore, the small snack business, the manufacturer is not suitable for small snack brands, channel providers / distributors are more suitable to do. This is also why Watsons, MUJI and Mingchuang Premium, which are not all snack-selling stores, are willing to do their own small snacks. Small snack collection stores were also born out of this demand. A porter who does not produce snacks, but only treats.
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The faster the economic development of the region, the more demand for the diversification of the zero food category. No one will ever like potato chips, and no one will ever like to eat sandwich cookies. Consumers will always be tired, there will always be a need to try early. The first snack shop brand was born in Shanghai. The name is still a harmonic terrier: [LaiYifen]. In the early days of its establishment, the situation in Laifen was very embarrassing. It faces two strong rivals in the circulation field, one is a rapidly rising comprehensive supermarket, and the other is a market stallholder that still occupies the mainstream of everyone's daily consumption but has already shown signs of decline. They were all super traffic masters of that era. In the early days of supermarkets, the supply chain was very immature, almost all of them were packaging products. Many supermarkets do not even provide fresh meat of vegetables, melons and fruits, and even if they are supplied, the price is far more expensive than that of ordinary market vendors. In contrast, most of the products in the bazaar are still purchased according to the meter and the price is cheap. At that time, the snack products in Shanghai supermarkets were almost all expensive brands. For example, the Shanghaojia shrimp strips that accompany Shanghainese growing up, the Wangwang Langweixian, the Vegetable Garden Cakes of Greegao, etc., they have a unit price of 3-5 yuan, and the amount is not much, which can only be used as a snack that teenagers occasionally consume. These new snacks based on puffed foods do not meet the tastes of middle-aged and elderly people, and their preferred special snacks such as green dough, sugar chestnuts, and mung bean pastries are difficult to enter the supermarket channel. Even in Shanghai, where residents' income was the most powerful at that time, ordinary residents' consumption of snacks was mainly market vendors. This phenomenon does not only exist in Shanghai. Whether you are Shanghai, Guangzhou, Taiyuan or Baotou, the wage income of urban residents across the country is similar, and the general consumption pattern and per capita consumption capacity are not bad. The bazaar stalls are affordable, can be purchased in bulk, and can also use the passive skills of housewives who are good at bargaining. For a long time in my memory, consumers thought it was a crime to buy something without counter-offer. A dollar can buy a large bag of shrimp slices, popcorn, spiced melon seeds, and a bag of 60g of Caddina pea crisps can buy several pounds of cream biscuits from small local workshops in Shanghai. These bulk goods that are on the open stalls, do not even have packaging, and need to be wrapped in pink plastic bags taste good, and they are suitable for all ages. The founders of Laifen, Yu Ruifen and Shi Yonglei, sold their own ice cream in the form of open-air stalls in their early years. There are many problems in the market stall model, such as frequent mobility of stalls, inconvenient daily shopping, doubtful food hygiene and safety, and after-sales protection. In the middle of the supermarket and the stall, there is a blank area. A more professional, branded snack supermarket. Specialized snack supermarkets and logo-printed snack packaging solve the problem of vendor mobility, as well as basic after-sales protection: at least you can find people if you have problems. Bulk retail can make product sales more flexible and meet the different metering needs of consumers, in addition to follow-up stores also learn supermarkets, customers carry shopping baskets to buy independently. Rather than being a snack brand, Yifen is a snack supermarket brand.
4
At the beginning of this century, market vendors basically stepped out of the historical stage, and now even in rural Shanghai, it is difficult to see the market. After removing a major enemy, the competition faced by Laiyifen was mainly supermarkets and imitators. Local imitators have also appeared after coming to Yifen to become famous, such as Yi Jia Ren, Yu Bai Jia and so on. Laiyifen has a first-mover advantage, very early in the well-known business district layout, coupled with the strategy of adhering to direct sales, making it difficult for other imitators to shake the status of its Shanghai brother. That era was not only the dividend period of Laiyifen, but also the dividend period of the comprehensive supermarket. However, the balance is not on the side of the integrated supermarket. Whether you go to Carrefour or Bailian, the zero food category in it is highly similar. But in Laiyifen, like the fast fashion clothing that emerged later, the zero food category in the cycle is rapidly updated, such as when badan wood has not yet appeared in the supermarket, customers can buy a 3 small package of 10 yuan in Laiyifen to taste fresh. Generally, supermarkets will have three or four kinds of large packages of jerky, but in Laifen, you can buy at least ten flavors of jerky. Laifen is Uniqlo in snacks. Although comprehensive supermarkets can now buy bulk snacks, and the categories have begun to increase, Laifen has run faster. Just by relying on Shanghai and the surrounding areas, Laiyifen could enter the top 300 supermarkets in China ten years ago, and simply considering the regional market, Laiyifen can call out any supermarket giant. Traffic means a premium right in the supply chain. The big supermarkets compromised. Nowadays, in any large chain store, there will be Laifen or similar snack stores, and the two sides are actually draining each other. There are no eternal enemies, only eternal interests. Whoever has traffic is Daddy. The business of snack shops is essentially a retail business, a circulation business, and a channel business. So it's not the same as a regular consumer goods business. Because there are too many SKUs involved, it is difficult for consumers to have a clear brand perception of the "small snack" brand. For example, when people mention Dali Garden, they think of Kobik potato chips. When you think of Master Kong, you might think of 3+2 cookies. The mention of Danone comes to mind with Oreo. But when it comes to Yifen, it is difficult to think of its fist products, and consumers will only comment that it has many stores and is cost-effective. Although the first mover has a first-mover advantage, the followers also have a follow-up dividend. The success of the predecessors proves that the snack store model has run through, this business does not have any particularly high barriers, as long as it can do retail, master the supply chain, as long as it does not cover the area to open up the market. Laifen is the founder of the snack shop, but for a long time it was obsessed with the direct-operated model, which led to its slow expansion, covering only Shanghai and the surrounding area. This gives imitators and followers plenty of time. The expansion of colleges and universities at the beginning of the century gave China a new business district: the university town. This is a whole new opportunity. In 2003, the number of university students in China rapidly expanded to 15 million. For the snack industry, this is a huge incremental market. Canteen meals that are difficult to swallow? Smell instant noodles and want to throw up? Thousands of nuts, jerky, snacks, and marinade snacks are available to welcome you. In 2003, Hangzhou Xiasha University Town, Baicaowei opened its first store; in 2003, Laiyifen opened near almost every university in Shanghai; in 2006, Wuhan, one of the cities with the largest number of college students in China, was born with a good shop. Without college students, there would be no snack shops. Without a college town, there would be no snack Big Three. With the exponential growth in the number of college students, several major head snack brands have also initially completed their expansion in their respective regions. Baicaowei in the northern Zhejiang enclosure, the good shop in the battle of Huazhong, after coming to Yifen to dominate Shanghai, began to march into southern Jiangsu. At this point in time, there are no national players, everyone is just a snake. Or even a ground snake that imitates each other. Until 2012, there was not much direct confrontation between Liangpin Shop and Laiyifen, and both sides were running in their respective regions. The main battlefield of Laiyifen is Jiangsu, Zhejiang and Shanghai, and the good shop is to consolidate Eganxiang. The territory of the country is vast, and even if snack shops make money, they cannot quickly spread throughout the country in a direct way. If you open the store slowly, more regional faucets may appear soon. Acceleration is required.
5
In the world, there are only two rough divisions to expand stores. One is direct operation, and the other is franchise. Xicha, Haidilao and Zhou Black Duck belong to the firm direct camp faction, and KFC and Michelle Ice City belong to the franchise faction. Direct operation has direct operation, and franchise has franchised chaos. Before 2012, the route to Ifen and Liangpin Shop was directly operated. Laifen's obsession with direct camp comes from a summary of the early wars. In 2006, a large number of competitors who were almost identical to Laiyifen emerged, and they adopted the "three digging" tactics of Laiyifen: digging talents, digging suppliers and digging customers. The tactic chosen by Laifen is to expand stores at a rate of ten stores per month. The opponents are anxious, completely let go of the franchise system, blindly expand, making the reputation of the store uneven. The direct operation model adhered to by Yifen is convenient for store operation, has a strong supply chain bargaining power and unified capital mobilization, and perfect talent management, making Laiyifen far ahead of Yousi in terms of inventory turnover, accounts receivable turnover, from warehousing to shelf time. That era was indeed more suitable for the direct-operated model. In the pre-mobile Internet era, the cost of patrolling stores is very high, there is no way to achieve continuous and effective control of franchisees, and franchisees even have the motivation to mix unbranded snacks into it. Under the direct operation model, Laiyifen has abundant funds, revenue continues to rise, and the brand reputation is excellent. On the other hand, imitators often break out commercial disputes and various scandals between franchisees and brands, and stores are opened, closed, and repeated. However, business does not have an eternal standard answer. In 2012, the good shop that received financing from Today Capital opened up to join. This time node is exactly when the curtain of the mobile Internet is slowly opening. With mobile payment, consumption data can be seen by brand owners, more consumption data is also precipitated, and more industrial Internet products can be applied to the management of terminal stores. Then the number of good shops grew geometrically, and on the eve of laiyifen's IPO, the good shops have become industry giants that can wrench their wrists with Big Brother driven by Huang Xiaoming's brainwashing advertisements. In the more than three years from 2012 to 2016, the number of franchise stores of the good shop increased from zero to 763, and then increased by more than 700 in the next three years, and by the beginning of 2020, the number of franchise stores exceeded 1400, while the number of directly operated stores decreased from 1005 to 775. The leverage effect of joining is very large. In just four years, the shop has expanded the number of stores nationwide to more than 2,000. Compared with the franchise model of other industries, the franchise model of snacks is lighter and simpler. A franchise store, a small shop of ten to twenty square meters, a unified visual system can be copied. And commodities are standardized. No need to consider the table turnover rate, do not consider the huge return on investment ratio, franchisees do not have to worry about food safety, logistics, warehousing and other issues. Lai yifen was worried about the chaos of the franchise market in that decade and chose a relatively worry-free direct operation, and the good product shop took advantage of the particularity of the snack industry to open up on the issue of joining. When Liangpin Shop and Laiyifen were struggling with whether to join or engage in direct operation, another opponent, three squirrels, appeared from a new perspective. Rely on entirely new channels. E-commerce. The new opponent told them: "I'm sorry, I'm not targeting you, as long as you don't engage in e-commerce, everyone here is garbage." ”
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The success of the three squirrels, like its predecessors, is due to the fact that it will take advantage of the situation. Luck is always the most important element of business success. The first stroke of luck for the three squirrels is [people] and people. Ten consecutive years of double-digit economic growth, the acceleration of urbanization, and the computer have become a universal productivity tool, allowing China to truly enter the era of white-collar core productivity. If the main force of snack consumption thirty years ago was middle-aged families, from 2003 to 2013, young people have become the absolute consumption core of the snack industry. At this time, they are still the main group of netizens. Young people have curiosity and judgment about new things, and they can probably do it according to pictures and evaluations. For nut snacks that were once high, once they have the ability to consume, they will not hesitate to try. It's a precise customer base. The second luck comes from the geographical advantage. As an e-commerce brand, the three squirrels did not choose Hangzhou, but chose Anhui as their starting point for entrepreneurship. "The whole country looks at Anhui", this slogan in the nut snack industry is known to everyone. In 2005, the annual sales of enterprises above designated size in the national nut fried goods industry was about 25 billion yuan, and Anhui Province accounted for two-fifths, and today, the province has more than 1,500 large-scale nut upstream and downstream enterprises. Making snacks here is like making consumer electronics in Shenzhen, easy to do. In addition, the category of "small snacks" is a supply chain business, and it needs geographical advantages. Without this foundation, there would be no three squirrels. The third is the "Heavenly Time". The year 2012, founded by Three Squirrels, is the stage of rapid growth of the mobile Internet, and the sales of double 11 Tmall Taobao in this year exceeded 10 billion for the first time, which was 4 times the sales of the previous year. It's a huge ocean of flow. As long as there are good enough items, a wealthy traffic pool can lead to the birth of new brands. The three squirrels were indeed awesome, but Ali at that time was even more awesome. Three squirrels stood on Ali's shoulders. After a few months of picking and choosing, the three squirrels chose pecans as their drainage explosives. Before this, most of the Chinese people had never eaten or even heard of pecans. At that time, the domestic market pecan mainly relied on the introduction, often forty or fifty yuan a catty. Only a small number of areas such as Ningguo in Anhui have introduced planting in China. The pecans of the three squirrels were counted down to less than thirty yuan a pound, and they were divided into exquisite small packages. Laiyifen opened the precedent of nut packaging, and the pain point it solved was the measurement needs of users. The same use of small packages of three squirrels, to solve the needs of users to carry. In 2012, the main force of nut snacks purchased online was urban women. Whether it is going to school or going to work, small bags and pockets cannot hold a pound of dried fruit. Moreover, the three squirrels on the packaging are still so cute, and the painting style of other competitors is different. If there was a Little Red Book at that time, it must have been all the logos of three squirrels. After staying in Tmall, it took two months to achieve daily sales of thousands of orders, and on the day of double eleven, it broke the record to get 100,000 orders, and in just a few months, the revenue of three squirrels reached more than seven million. The sudden huge order volume has caused suppliers in Ningguo, Anhui Province, to collapse. Due to huge demand, U.S. exports of pecans to China soared from more than 1,300 tons in 2005 to more than 45,000 tons in 2012. At that time, there were no offline entities, and all relied on online three squirrels, becoming the new king of snack brands.
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In 2012, the domestic e-commerce network covered 300 million consumer groups. At this time, e-commerce has not yet started rolling. Or that it has been rolled, but not a full volume. The cost of customer acquisition is low, and more groups can be reached. Regardless of the offline store, the three squirrels can have a faster new cycle, a higher fault tolerance rate for new products, and less new product stock, which increases the product repurchase rate, conversion rate, and to a certain extent reduces inventory and logistics pressure. Compared with offline, all online consumption data can be precipitated, and the precipitated data is also helpful for new product research and development. At this time, engaging in e-commerce can almost be said to have only benefits, no disadvantages. It took three years for three squirrels to become a snack giant with billions in sales. As a predecessor, Laiyifen is not blind to Internet trends. On the contrary, it sees, but makes the wrong force, gets the wrong direction. Since 2011, Yifen has noticed the potential of online, and launched its own APP with the rise of the mobile Internet, and several large e-commerce apps debuted almost at the same time. At that time, the three squirrels had just been established, and the good shop had just received investment to expand the store. With the offline traffic, Laiyifen APP has engaged in millions of installed capacity in a short period of time. However, the 1 million installed capacity means that the population it covers is only a million. At this time, the traffic of the public domain is not expensive, and Laiyifen did not seize the traffic dividend at this time but began to engage in private domains. It's like the whole sea is open to you and allows you to fish, but you are nostalgic for your own fish pond. While Laiyifen excitedly announced that the installed capacity exceeded one million, the daily order volume of the three squirrels on tmall alone had tens of thousands. Laiyifen also indulged in the mobile APP to bring it 4.5% of the revenue, and the online revenue of the three squirrels was more than ten times that of its mobile terminal. The good shops that adopted the follow-up strategy also began to exert their strength on the online end, and then successively entered the Taobao system and the Jingdong platform. Waiting for Yifen to start paying attention to the online, three squirrels and good shops have already occupied the top two positions in the industry. Three squirrels are more than 70%, 50% of the revenue of the good shop comes from online, and only 10% of Laiyifen comes from online. The war on the mid-battlefield was over.
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A good name will determine the success or failure of a brand. Remember the Shanghai local competitors I just mentioned coming to Yifen? Yes, I bet you've forgotten their names. The names of the big three snacks are easy to remember. One takes the harmonic terrier route, and the other takes the pro-people route. Three squirrels take the suspense route. It's easy for consumers who see the brand at first glance to remember the name: Three Squirrels? Why three? The name "Three Squirrels" itself is the best communication material. Compared to other snack brands, Three Squirrels sounds more like a brand exclusive to young people. The three squirrels became stronger and stronger, and after five years, the revenue of five billion yuan squeezed into the first echelon of the market. Internet e-commerce has achieved three squirrels, and the traditional big brothers are like fish in the throat. Since the three squirrels can fight so well, does it mean that the pure e-commerce model is invincible? Not. For a long time, it will be divided, and it will be divided for a long time. Thirty years east of the river, thirty years west of the river. What was then the traffic dividend is now the Red Sea of Traffic. Online penetration has reached the top, traffic is getting more and more expensive, and the three squirrels need to spend a lot of money to buy every year. Because of the heavy dependence on online platforms and traffic, the gross profit margin of the three squirrels is very low, far inferior to the main offline Laiyifen and Baicaowei. No model is perfect. It can only be said that in a period of time, which field has dividends. By 2021, several strategies have begun to converge: they are implementing and planning to open new offline stores, direct stores and franchise stores can not be less; online purchases, celebrity endorsements, viral marketing, from elevators to APP opening ads. So the time will be long. They all found the best traffic pools of their time. To be precise, they are not looking, but gambling. Had to gamble. Come to Yifen to gamble on direct sales, good shops to gamble to join, three squirrels bet on e-commerce. At that time, it was a long-term division.
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Whether it is Laiyifen, Liangpin Shop, Three Squirrels or Baicaowei, they are the Internet celebrities of the year. Ten years ago they were fresh, and ten years later they are relatively traditional. It's not that people don't like snacks, it's that they don't like old snacks. If nuts represent health in the first decade, now and in the future represent more "high calories, high fats." As for the butcher shop and candied fruit, this kind of snack that is easy to eat and is rich in sodium nitrite, high sugar and high salt is at most a spice snack that will be selected when I suddenly think of one day of the year. In the past, I took a big bite of one packet of pecans, but now I only eat one serving of daily nuts per day at most. You also have to carefully calculate how many calories to eat and how much protein to supplement. The base number of nut consumers is still increasing, but the amount of nut consumption per capita is decreasing. In the years of rapid development of the snack industry, the takeaway industry is still in the exploratory stage, like nuts, meat snacks can be easily carried, becoming an effective supplement to the meal itself, and even the meal itself. In 2017, the takeaway industry set off a subsidy war, and takeaway quickly sank to every inch of China. Cheap and affordable, the choice of diverse, and the taste of takeaway is also rich, to a certain extent, to solve the problem of many people eating "good" rice. Snacks have no advantage in price, nutrition, and convenience to be defeated by takeaway. No matter how exquisite the packaging, no matter how good the fan works are, it is difficult to re-stimulate the national snack fever. At the price of the current snack, fifty yuan can buy half a kilogram of beef jerky, but how much delicious can I buy with this fifty yuan? After all, people have only one mouth and one stomach. The snack suddenly stopped smelling.
10
In 2015, Qingdao Wolong launched the "Daily Nut" product. The emergence of this small package of snacks mixed with dried fruits and nuts poses a huge threat to the dominance of the snack Big Three. This product contains blueberries, cranberries, raisins, almonds, cashews, everything, but only a little bit. This influencer product quickly became popular with young people who love to calculate calories. In the past, the packaging of nut products was almost monopolized by three squirrels, good shops, Laiyifen and Baicaowei, but the emergence of this internet celebrity product has changed this monopoly situation. An impregnable city suddenly had an opening. Even the big three snacks have launched daily nuts, but it can't stop more manufacturers from coveting nut snacks. Even other channels that have never been a self-operated snack brand have begun to launch their own brand of "daily nuts", including box horses and convenience bees. There are hundreds of kinds of "daily nuts" in the market, and Cha-cha food even uses this snack as its main product. In 2020, whether it is a good shop, three squirrels or Laiyifen, the revenue of nuts and dried fruits is declining. These two types of snacks are exactly what make up the "nut of the day". So the most frightening thing is not the decline in per capita snack consumption, but the fact that the business has more competitors. At the end of the day, these three are just snack supermarkets. Who is not yet a channel. New convenience stores are constantly being opened offline. There are more self-operated e-commerce platforms online. They are also the traffic masters in the field of commodity circulation. Hema, Dingdong grocery shopping, daily excellent fresh, Sam,JD.com, Meituan buying vegetables, Tmall supermarket, these self-operated e-commerce platforms can do their own snack brands. As the most accurate channel in the snack industry, the original snack store brand can effectively grasp the supply chain enterprises, but the reality is that as the industry becomes more and more volumeted, the channel providers are more and more powerless to supply chain enterprises. With the intensification of the war, snack manufacturers in the right to speak from passive to a certain degree of initiative, good shops do not look for me OEM, grass flavor will also come to me, although each brand claims to have thousands of product categories, in fact, most of them are the same, nothing more than packaging differences. When the supply chain "stands up", it will begin to eat back the profit margins of the channel side. More seriously, food safety problems have begun to frequently attack various brands in recent years, and three squirrels alone have been complained about by consumers thousands of times. If nothing else, there is no grasp of the supply chain. The water is too deep. Water is also rolled.
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Snacks are a high-frequency consumer goods category. Most small snacks are a very low-frequency consumer goods category. It itself requires continuous marketing to evoke consumers' desire to repurchase. For example, I ask you now, how long have you not eaten jelly? This is also why snack giants are engaged in activities on e-commerce platforms almost every day. The premise of continuous marketing is to find cheap traffic. This is also why only these three snack brands have broken through the siege and become giants. There are many small zero food categories, miscellaneous, and low consumption frequency, and the cost of manufacturers to make these categories into separate brands is too high. So only a few lucky ones have become single-category brands. For example, there are friendly brand phoenix claws, Weilong brand spicy strips, zu name brand dried beans. So there began to be a series of snack store brands to gather these small categories, hundreds of categories packaged up, posted a brand, sold together. One copy of the traffic is imported into hundreds of small categories. This is called the unity of the long time. After the beginning of the traffic explosion of shelf e-commerce, a small number of small categories became large categories because of the instantaneous wide-area traffic. For example, the pecans of three squirrels. This is called, long-term desire. But it's not quite together yet. The [combination] at this stage is mainly because of the extremely low-cost traffic dividend, which is equivalent to allowing Laiyifen to spend 100 stores to achieve the effect of opening 100,000 stores. With the help of traffic dividends, no matter how small the category, no matter how low the repurchase category, it may become a large category. With the rise of new consumption, live e-commerce that can gather traffic more, and some small transparent categories may become super categories. Coupled with the fact that new consumer players buy traffic in various live broadcast rooms at any cost, trying to burn various small brands into a big category. The traffic has not only widened, but also increased the number of unjust people who are willing to burn money. Small categories continue to grow into large categories. For example, Chunjiang brand duck palm, rattan bridge duck tongue and Carlton's Nagasaki cake are relying on the very marginal zero food category to become the top ten in the pre-sale sales of double 11 leisure snacks on an e-commerce platform this year. As live e-commerce becomes the mainstream form of shopping, more small categories will become large categories, and their respective kings may be born. This is called the long-term division. The original snack market, teenagers listening to rain songs upstairs. Later snack battlefield, middle-aged listening to the rain in the passenger boat. Now snack battlefield, Star Wars, where human heads are rolled into dog heads. The green mountains are still there, and the sunset is red a few degrees.