At the 2023 China Food Industry Innovation and Growth Conference, which recently ended, while Man Xiaofeng, who won the two awards of "Annual Innovation Brand of China's Food Industry" and "Innovation Leader in the New Era of China's Food Industry", a long queue formed in the fiery booth - dealers came to negotiate at the booth in an endless stream, and the fat rice noodle tasting area was also crowded. At the exhibition site, where food and beverage brands and distributors gather, the grand event highlighted the popularity of the brand and the unique attractiveness of the products.
Award-winning
Man Xiaofeng, won the annual innovative brand
"Every offline exhibition, the booth full of small and full will undoubtedly be a popular and explosive check-in place." With outstanding brand appearances one after another, Man Xiaofeng continues to gain the attention of a large number of offline dealers and channels. In fact, Man Xiaofeng has already made a name for himself in the field of online convenience food. Since its birth in May 2020, the GMV of Man Xiaofeng has exceeded 100 million yuan in a single month, and the exposure of the whole network has exceeded 3 billion. As of January 2023, a total of 50 million bags of rice noodles have been sold. It is worth noting that while creating the super large item of fat rice noodles, Man Xiaofeng has also cultivated the track into another rapidly rising blue ocean market in the convenience food category after snail powder.
Whether it is quickly named the annual innovative brand of China's food industry or the popularity of the exhibition, behind this is the deep perception of the strong brand power of Man Xiaofu by users and channels. Since its birth three years ago, Man Xiaofeng has been accurately positioning Generation Z, cutting-edge white-collar workers and exquisite mothers, intensively cultivating the "one-person food" consumption scene, and effectively dialogue with young audiences with unique and delicious explosive products and a relaxed and interesting brand attitude. The sincere and dynamic brand style helps Man Xiaofu quickly open the young user market, and ushered in the concentrated release of brand potential in this exhibition.
Who is Man Xiaofu? Why can you quickly create the explosive product of "fat rice noodles"? From the full small full, can we find a convenient fast food big item methodology? Around many questions, we began to look for answers.
Placeholder "Fatty rice noodles"
How does full small full cross the 0-1 growth period?
According to the Ministry of Civil Affairs, in 2018, there were more than 200 million single people in China, and 77 million adults lived alone. With the acceleration of the pace of life, the label of single people who love "happy lazy houses" and enjoy "solo music" has become more and more obvious. The increase in lazy people and one-person food consumption scenarios has created a new market increment for the convenience fast food industry, and ushered in the emergence of a large number of cutting-edge brands, of which full Xiaofu is an excellent representative.
In the early days of its establishment, cutting-edge brands were transitioning from the barbaric growth period of enjoying traffic dividends to the precipitation period of brands that needed to cultivate products, and everyone in the market was talking about new food concepts and product form upgrades. On the other hand, he did not rush to tell stories to the audience, but focused on the creation of "core product power". At the beginning of choosing to do the "fat sauce rice noodles" category, I was thinking: What kind of scene needs should full Xiaofu meet? How to accurately solve user pain points? Adhering to the most authentic product polishing methodology laid a solid foundation for the explosive growth of the later full full.
Before the launch of the rice noodles, the team prepared for nearly 6 months, half of which was spent on consumer insights and half on product polishing. In the early stage, full of small feast focused on powder products, but the user-side evaluation and repurchase rate feedback did not reach the ideal indicators. So the full small feast team disassembled the winner's logic of snail powder and was inspired: First, it is necessary to position "broad-spectrum" in terms of taste, and what is more suitable for the public is the sour and spicy type. Second, there must be a "cool" surprise in the amount of ingredients, and more side dishes can make consumers more satisfied.
In the process of visiting and investigating the food in various places, the team found that the fat rice noodles have the genes of the large items mentioned above. In terms of target users, full of small feast positioning young people, benchmarking takeaway, setting "weekday dinner/night snack" as the core consumption scenario, and opening up all-round efforts. In terms of product research and development, Man Xiao Fu "increases the sense of surprise" on the basis of classic taste, making Man Xiao Fat Juice rice noodles more unique and has strong taste memory points. Therefore, the rice noodles with small saturated fat juice focus on "sour and spicy", creatively incorporating ingredients from hot pot scenes such as "crispy soybean sprouts" and "three-second fried bells". At the same time, the soup base is upgraded to "extra thick fried sauce bone broth" (that is, "fat juice"), so that consumers can add most of the ingredients in the refrigerator to cook. The characteristics of fat juice can cook all things, enriching the eating scene - "one person's fat rice noodles, two people's fat juice boiling vegetables, three people's fat juice small hot pot", to meet the needs of more users.
The product is the foundation, and the price band also determines the market space. Benchmarking takeaway meals, full small and full is in the mainstream price band of 10-20 yuan, which has a price advantage; A package of rice noodles with eight packs of ingredients, rich ingredients with meat, vegetables and bells, so that the experience of convenient fast food is not inferior to takeaway or homemade rice noodles; Compared with traditional cooking convenience fast food, the light cooking speed of fat rice noodles can be out of the pot in ten minutes, allowing users to enjoy rich and addictive decorating food in a shorter time.
The foreseeable market space has made the rice noodles show extraordinary product strength as soon as they are launched, easily achieving a good result of more than 30% repurchase rate within 90 days, far higher than the average repurchase rate of 10% in the industry. As a result, the Man Xiaofu team began to exert efforts in marketing strategies and quickly seize the minds of consumers.
It is reported that Man Xiaofeng took the lead in the 0-1 stage to play a closed loop of production and sales on Xiaohongshu and Tmall platforms. Whether it is the founder's rich experience in catering and Internet + advertising, or the start-up team's long board in the content marketing dimension, it has formed an effective boost. The relevant person in charge of Man Xiaofeng revealed: "Our delivery team has its own mature methodology for the selection of talents, and the polishing of the delivery brief is also very fine, coupled with the strict control of content, we can achieve a 70% amateur burst rate." Coupled with the excellent product power, the fat juice rice noodles were 'bloodwashed' Xiaohongshu as soon as they were launched, quickly occupying the minds of target users and directly leading to the Tmall platform, achieving rapid sales growth. ”
In 2021, after completing the first wave of social media volume, Man Xiaofeng began a long-term smooth cooperation with super head anchors such as Li Jiaqi. When a good product developed with heart meets a good anchor who really loves it, in Li Jiaqi's live broadcast room, the highest single GMV of fat sauce rice noodles reached nearly 20 million. The explosion of Li Jiaqi's live broadcast room made Man Xiaofeng stand out from the online market and become the head brand of fat sauce rice noodles, and gained a large number of young users, among which the main groups are Generation Z, exquisite mothers and cutting-edge white-collar workers. In order to continue to close the distance with young users and expand the circle and pull new, Man Xiaofeng has opened the film and television placement for the target group, and has successively carried out interesting advertising placement in the hit animation "China Qitan", the hit drama "Go to a Windy Place" and "Long Moon Ember Ming", targeting deeper and wider user groups, using magical audiovisual language to mobilize sensory memory, produce a stronger brand impression, and let the brand national awareness climb again.
To sum up, "delicious, convenient, different, willing to buy" products are the foundation of full and full of small and full in the 0-1 growth stage. It anchored the high-quality planting and brand marketing of users and scenarios, and once again helped Man Xiaofeng successfully win the market sales crown. At present, full small saturated fat juice rice noodles rank first in national sales, reaching a super high market share of 84% in this category; It has won the first brand in the Tmall convenient rice noodle category and the first place in the Douyin grain and oil rice noodle brand list for many times; Won the ITQI World's Top Delicious Award for three consecutive times. In the minds of consumers, fatty rice noodles seem to be full.
Look to the future
How much room is there to grow?
There is no doubt that the success of fat sauce rice noodles fully verifies the explosive product building power and brand building power of the full small full team. However, if a brand wants to occupy the minds of consumers for a long time, from the phenomenon to the Changhong track, it is inseparable from strong channel power and broad category market space. Looking to the future, what are the advantages of continuous growth?
First of all, focus on the light cooking track, the growth prospects are worth optimizing.
Relevant data show that the scale of the convenience fast food industry is nearly 300 billion, and it is in the stage of stock conversion in recent years: consumer demand has shifted from traditional instant noodles to new instant food, and more subdivisions will usher in expansion opportunities, of which the market size of the light cooking track is about 23 billion, which is expected to grow to 44 billion by 2025. From the snail flour market data previously released by the Guangxi government, it also fully confirms the trend of rapid growth in the light cooking track. The data pointed out that the compound growth rate of snail powder anchorage is about 20%, and the penetration rate of other flours has increased from 2% in 2021 to 2.5%, with a compound annual growth rate of about 15%, which provides more possibilities for the upward growth of emerging brands.
Secondly, against the standard takeaway, full of small and full has enough price and taste competitiveness.
As mentioned earlier, at the beginning of the establishment of Man Xiaofu, takeaway was used as the benchmarking body. In Tmall and Douyin flagship stores, 3-4 bags of products are first recommended, and the average price of a single bag does not exceed 15 yuan. Compared with the takeaway delivered from 20 yuan on average in first- and second-tier cities, the quality-price ratio is higher. Compared with the poor taste of takeaway, higher price and long delivery time, the characteristics of "delicious, convenient, inexpensive and different" of rice noodles with small and saturated fat juice have become the continuous core thrust of consumer repurchase.
In addition, around the fat flavor expansion scene, "authentic fat juice mental representative" brings possibilities for every next step of full small full.
On the one hand, Man Xiaofu pays attention to the changes in the core needs of users, and meets them with real new products, on the basis of the classic explosive fat sauce rice noodles, it has derived different products such as fat sauce ramen (noodle eating party), super material fat rice noodles (feeding party), brewed version of fat sauce rice noodles (no-boil party) and so on. At the same time, the independent material package meets the taste differences of different users, allowing users to have DIY choices and happiness. Maintaining sincere communication and high attention to users' needs and feedback has also become part of the good brand impression of Man Xiaofeng.
Finally, the "fast and stable" omni-channel operation and maintenance capability allows Man Xiaofeng to overcome the problem of insufficient strength of most emerging brands.
According to observations, after forming brand potential online, many fast food brands did not quickly deploy omni-channel. Online is indeed the starting point for the rapid development of a brand, but there is no doubt that the broader market space is still inseparable from the development of offline channels.
After the explosion of online channels such as Tmall and Douyin, Man Xiaofeng began to focus on offline layout, and with its fast and stable laying speed and ultra-high PSD, it was called "full magic" by offline dealer circles, and the GMV exceeded 300 million in the first half year of the offline market. As of April this year, Manxiaofu's footprint has lit up 30 provinces across the country, fully covering supermarkets, snacks, convenience stores, new retail and other channels, entering 60,000+ terminal outlets, and entering the system of China's TOP100 supermarkets (2021 list) with a 95% entry rate.
In summary, under the continuous prevalence of the "one-person food" economy, the growth space of the fast food track is still broad. As a representative of a cutting-edge brand, Man Xiaofu brings us deep and valuable thinking, whether it is the phenomenal explosive methodology of "delicious, convenient, inexpensive, and different", or the brand play after crossing the 0-1 stage.
"This year, Man Xiaofeng will continue to cultivate and focus on exploring the growth opportunities of offline channels." We hope that Man Xiaofu can become a national fast food brand that is remembered and loved by a generation in the future, and look forward to the emergence of more such enterprises to promote the benign and healthy development of the entire industry.