In recent years, with the improvement of the consumption level of mainland residents, leisure snacks have become an important part of people's daily food consumption. Public data show that the market size of the domestic leisure snack industry has exceeded one trillion yuan in 2021, and with the improvement of market penetration, the compound annual growth rate will remain above 6% in the next few years.
In this promising trillion-level market, there are roughly three major categories of players, one is the head enterprise of cooked halogen products such as Zhou Black Duck, Absolute Taste, and Huang Shanghuang, the second is the head brand of nut snacks such as Baicao Flavor, Three Squirrels, and Good Shop, and the third is the emerging leisure snack brand such as Wallaby Snack.
The development prospects of the industry are broad, but also means that the market competition is fierce, wallaby snacks and other emerging brands to stand out in the track, must have the characteristics that can attract consumers, as well as the advantages that distinguish them from competitors, that is, they need to adopt a strategy of misplaced competition.
At present, most of the top brands in the leisure snack industry focus on the consumption upgrade market, and the brand positioning is in the high-end field.
However, through accurate insight into consumer demand, Wallaby Snacks aims at the sinking market, focusing on the brand positioning of creating affordable goods for quality life, and is committed to becoming a Pinduoduo and Mixue Ice City in the leisure snack industry.
Quality is the basic logic of the company's development
With the progress of society, people are more and more sensitive to product quality, especially in the food industry, consumers pay more attention to quality, because this is not only related to the quality of life but also related to the bottom line of physical health. Because of this, the "sauerkraut incident" exposed by "315" this year has made the majority of netizens feel indignant.
Product quality is the basic logic of enterprise development, only when quality is guaranteed can we talk about others! The development route without quality assurance can only be a castle in the air. Specific to the leisure snack industry, if emerging brands in the industry want to gain the trust of consumers, the first thing is to ensure product quality.
Wallaby Snack has a full understanding of this, and effectively starts from the interests of users, always meeting the needs of consumers for product quality. From this point of view, wallaby snacks already have the basis for the development and growth of the brand concept.
In order to compete in a misplaced position, you can stand out from the track
As mentioned above, the current market competition in the leisure snack industry is fierce, and the head enterprises have more competitive advantages in the market, and the pressure brought by the latecomers continues to exist. Therefore, if emerging brands in the industry want to develop in a short period of time, they must try to avoid the advantages of the head brand and take a differentiated development route.
It is understood that the dislocation competition of wallaby snacks is mainly reflected in the three aspects of product, price and channel. Products, wallaby snacks have hawthorn lollipops, freshly steamed dried purple potatoes, freshly steamed dried sweet potatoes, Nagasaki cakes, salted egg yolk flavored seaweed rolls, etc., these small snacks have a good distinction from cooked brine products, nut products, and more novelty products such as freshly steamed purple potato dried potatoes, in fact, can cause consumers to buy more, and starting from vegetarian products, more in line with the current consumer pursuit of healthy life concept.
In terms of price, wallaby snacks have adopted an affordability strategy on the basis of ensuring product quality. Now many snacks on the market are a prohibitive price, and the brand side is also called consumption upgrade. In fact, many consumers actually don't care much about whether consumption rises or not, they care more about whether they can buy better products at less prices. Wallaby Snack has a deep insight into the needs of consumers and is committed to allowing every Chinese to enjoy high-quality and cheap snacks.
At present, the domestic leisure snack industry consumption upgrade market competition is extremely fierce, including three squirrels, herbs and other head brands have been deeply cultivated in this track for many years. And wallaby snacks through deep ploughing sinking market, not only with the head brand on the track to form a good dislocation competition, but also is expected to dig out tens of billions or even hundreds of billions of orders of market, which is also the most distinctive place of wallaby snacks.
In terms of channels, Wallaby Snacks is committed to independent research and development and sales, creating a snack brand that integrates multiple channels such as online platform + brand chain store + supermarket store. Specifically, Wallaby Snacks adopts an omni-channel layout strategy, with both chain stores and new retailers such as Hema Fresh. At the same time, it is also in the layout of online platforms, such as mainstream new media platforms such as Douyin and Xiaohongshu, and wallaby snacks have layouts. This multi-channel circulation style of play makes wallaby snacks reach more consumer groups, and also has higher brand exposure, which is very beneficial to the development of the brand.
In general, wallaby snacks are based on product quality, and at the same time adopt a certain misplaced competitive strategy in the dimensions of product categories, prices, sales channels, etc. Relying on this business model of deeply cultivating the sinking market, for the wallaby snacks as an emerging brand, it can not only play its own advantages and avoid weaknesses, but also tap the blue ocean market of 100 billion.
It is foreseeable that with the advantage of high quality and affordability, wallaby snacks will be loved by more and more consumers in the future, and we will wait and see.